A Feasibility Study on the Proposed Graduate Program

8/3/2019 A Feasibility Study on the Proposed Graduate Program

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A Feasibility Study on the

Masters of Fine Arts in Advertisingof the University of San Carlos, Cebu City


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INTRODUCTION

Rationale of the Study

Advertising has been changing dramatically; the way people consumegoods and services. It dictates people what to eat, to wear, where to goand who to be seen with. Advertising can be seen everywhere. Billboardsvary in sizes from smallest to biggest. Different types of advertisingtechniques are used by businesses to advertise their products in themarket.

The Advertising industry plays a great role in the Philippine economysince businesses use advertising to promote their products. They spenda lot for a single advertisement, and some of these advertisements areineffective. Advertisers cannot clearly convey the message they want totell.

With these circumstances, the researchers aim to study the feasibilityand marketability of Masters in Fine Arts Major in Advertising Arts of theUniversity of San Carlos Talamban Campus. Through this feasibilitystudy, the researchers would determine if it will be favorable to offer thedegree next school year.


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THE PROBLEM

Statement of the Problem

The proposed research will attempt to know the feasibility and marketability ofMasters in Fine Arts Major in Advertising Arts of the University of San Carlos -Talamban Campus.

Specifically, the study will provide answers to the following research questions:

1. What is the course structure of Masters in Fine Arts Major in Advertising Arts?2. What are the profiles of the professionals practicing the Advertising profession?

3. What is the industrial level of Advertising the national and international level?

4. How do you describe Advertising as an industry and as a profession?

5. What will make the advertising industry boom?

6. What are the components that belong to the advertising industry?7. What baccalaureate programs are qualified for the graduate program?

8. What are the advantages of taking the masters program?

9. What are the different mediums used in Advertising?

10. What is the duration of the graduate program?


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THE PROBLEM

Statement of Assumptions

1. There is a proposed course in Masters of Fine Arts Major inAdvertising Arts in the University of San Carlos Talamban Campus.

2. The tuition fee is regulated by the school.

3. There is a Baccalaureate Program in Advertising Arts offered in theUniversity of San Carlos.


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THE PROBLEM

Statement ofHypothesis

1. The Course Structure of the Masters in Advertising to be offered in theUniversity of San Carlos is the same with other universities offeringsuch course.

2. Most profile of the professionals practicing the Advertising profession

graduated with a degree of Bachelor of Arts in Marketing, B.A., Business& Communications, Bachelor in Marketing, Mass Communication, andBachelor of Advertising Arts.

3. Advertising Industry in the Philippine is in the Stage of Growth whileAdvertising in other countries fully penetrated the market.

4. Advertising as an industry is a vital part of a business which functions as

an intermediate between the manufacturers and the customers andplays an important role in the economy of the country while advertisingas a profession or the advertiser maintains the total complex of servicesand organizations that constitute the advertising business/ industry.

5. Technology will make the advertising industry boom.


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THE PROBLEM

Statement ofHypothesis6. Ad execution, product, brand, and its message are the components of

Advertising.7. The courses that are suitable in taking up the masters program in

advertising arts are those that have advertising courses in their

baccalaureate program.8. The advantages of taking up a Masters in Advertising includes highersalary and getting a higher chance of promotion in their career. Personswho have businesses can better promote their products by having athorough knowledge on advertising.

9. Advertising mediums consists of online video, mobile, digital out ofhome, pay TV, paid search, cinema, other out of home, core mediaaverage, other internet, broadcast television, radio, newspapers, andmagazines.

10. The graduate program if taken full time takes three semesters orequivalent to one year, if taken as a part time takes six semesters orequivalent to two years.


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THE PROBLEM

Significance of the Study

Advertising is very rampant nowadays and a thorough in-depthknowledge is needed to truly convey the message from the advertiser

to the customers. Companies are building brands through advertisingand are using this technique in communicating product information tocustomers. Companies nowadays are in need of advertisers who arecompetent and expert in this field.

Advertising is the best way to save time and money in not justconveying information but also in convincing people. It createsawareness, knowledge, liking and preference to customers and thegeneral public.


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THE PROBLEM

Significance of the StudyParticularly, the following group of people will benefit from this study:

Students who are currently taking up the Bachelors Degree inAdvertising Arts will benefit from this study as this will lead them to

better job opportunities and career path in the future.University of San Carlos Management particularly the Department

of Fine Arts from the College of Architecture and Fine Arts; this studywould help them choose the right target market and colleges in whichto advertise such course so as to lessen expenditures.

External Potential Enrollees students who are enrolled in such

course from other Universities and employees who wants to enhancetheir advertising skills and would want to take up a Masters Degreelocally.

General Public to give them awareness that University of San Carloswill be offering such course.


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DEFINITIONOFTERMS

General Public - ordinary people in Cebu, other than people who belongs to thebeneficial groups of this study particularly Students, University of San CarlosManagement and External Potential Enrollees.

Feasibility - the assessment of the economic viability of the study specifically onthe opportunities ahead to be considered and the possible risks andcomplications that be a hindrance for the accomplishment and success of theproposed project. And also, it is the capability of the project to carry through onthe final implementation based on the theories and concepts being stated upon.

Marketability - the ability to assess its potential market opportunities and to beattractive, suitable and profitable to its active marketplace, considering thedemands existing at a definite period, both micro and macro considerations thatconcerns that potential possible performance of the proposed project in aspecific market area.

Field-Work Interviews - it is a face-to-face interview with the respondent andthe researcher or the interviewer where the researcher questions all what waswritten on their questionnaire and then take note or records the respondent'sanswers.

Survey Questionnaires - a form containing a set of questions that are related

and in connection with the analysis of the study and the questions were detailedquestions that would be the basis as well for the study.


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THEORETICALBACKGROUND

Review ofRelated LiteratureReasons why advertising is needed to be studied was stated by Warren Berger inhis book entitled Advertising Today. According to him, 95% of advertising is horriblybanal, unimaginative and mind numbing. He also indicated that advertising is one ofthe pistons which drive global economy by spending almost $400 billion each yearworldwide.

Bergers book has a bearing to the study because he presented the need to studyadvertising. He said that 95% of advertising is a bad advertising and manyadvertisers spend much for it. Gerald J. Tellis published an article Study: AdvertisingHalf as Effective as Previously Thought. He stated that about half of all ads areineffective and advertising remains a powerful means for reaching customers.

The article of Tellis is relevant to the study because Tellis, in his study, said that

advertising now is ineffective. The reason for this is that firms continue campaignspast their period of effectiveness persist with ineffective ads or just failed to test iftheir ads work. Master of Construction Management was proposed by Jerald L.Rounds, a professor in University in New Mexico.

The proposal ofRound is relevant because it will help the researchers in theprocedures of conducting the study. It will serve as guidelines to the researchers

since he presented the some steps in proposing a Masters degree.


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THEORETICALBACKGROUND T

heoreticalB

ackgroundThis study is based on the hierarchy of effect theory and means-end theory. The hierarchy-of-effects model is predominant. It shows clear steps of how advertising works. Hierarchy ofeffects model can be explained with this following steps: awareness, knowledge orcomprehension. Awareness: If most of the target audience is unaware of the object, thecommunicators task is to build awareness, perhaps just name recognition, with simplemessages repeating the product name. Knowledge: The target audience might have product

awareness but not know much more; hence this stage involves creating brand knowledge. Thisis where comprehension of the brand name and what it stands for become important.

Means-end theory is the study that examines the explanation of brand persuasion throughcommunicating means-end levels on information (attributes, consequences and values) incommercials. It is argued that consumers perceive the personal relevance and desirability ofproduct attributes in terms of their association with personal consequences of product usage.

Similarly, the relevance and desirability of personal consequences are derived from theirassociation with a consumer's personal values. It is predicted and supported that the strength ofassociation between means-end information communicated by an ad will contribute to theexplanation of brand persuasion. Support is also obtained for the prediction that the effect onbrand persuasion of communicating means-end associations will be stronger for those who arenot loyal users of the brand, since those persons have more to learn about the personalrelevance and desirability of the means-end information provided by the associations between

levels. It is used as a background in knowing the future field to some who want to take upadvertising.


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THEORETICALBACKGROUND

Conceptual Framework

A Feasibility Study on the Proposed Graduate Program

Documents