Advertising Is an Art—and a Science


William Bernbach, one of the giants of American advertising in the 1960s and 1970s (the period-piece TV show Mad Men often refers to him), famously said of his profession, “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”

That may still be true. But the case for advertising as a science is surely getting stronger. This month’s Spotlight on the Future of Advertising takes a look at the industry’s dramatic transformation and highlights some of the approaches and campaigns that have been most successful.

The biggest change, of course, is the explosion of data now available to advertisers as they try to connect with consumers across a multitude of platforms. The big question: How do managers make sense of all those metrics?

In “Advertising Analytics 2.0,” Wes Nichols, cofounder of MarketShare, shows how firms can craft strategies that use new mathematical modeling to generate more sales. Companies, he says, now can achieve a far more sophisticated understanding of how their messages touch consumers, and can change their strategies, if necessary, on the fly. Getting it right can mean lifting marketing performance by as much as 30%.

In an accompanying piece, Jeffrey Rayport, managing partner of digital strategy firm MarketspaceNext, explains what companies need to do to get their message heard in an era where interruption and repetition are no longer effective. And Sunil Gupta, of Harvard Business School, demonstrates how top marketers are mastering the smartphone—not with tiny ads, which no one seems to like or even notice, but with apps that provide customers with real value.

And be sure to look at our review of recent ad campaigns that truly stand out. Bernbach would no doubt be impressed. “[I]t would be easy to conclude that advertising has flipped to all science and no art,” writes HBR’s Julia Kirby. “But then along comes fresh creative to show us what really sells.”

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God’s Canvass That Is Katrina

Katrina, may God’s canvass that you are, be filled with the vibrance of the all his universe. Featured Image -- 1895Sharing our page which you can fill in so we can both monitor how we are doing in terms of learning.

Your piece of work

God and his blank canvass

 that I have reblogged can be worked into several intelligences which I am directing you (in the table) to accomplish:

Course Requirements and Assessment
What have I done to develop my Multiple Intelligences in Relation to Science?
EXAMS 10% PROJECTS 90% 3 done as individual. 1 with family. 1 with neighbor. 1 with churchmate. 1 with classmate. 1 with countryman. 1 with foreigner (among these 5 done with science majors, 4 done with non-science majors)
Musical-Rythmic and Harmonic 10% you can record your voice reciting the poem and mix it with music. (Better if the music is original). You can upload it as audio.
Visual – Spatial 10% you can make a video. For the video, I think it will work if you video yourself painting the images you describe. Dramatizing the scenes like waking up, reading a science book, observing nature etc. The painting is another output. The painting can be scanned and you can layout the text and make it a photo quote.
Verbal – Linguistic 10%  This poem / prayer
Logical – Mathematical 10%  Record your budget for this project and you can post about this too.
Bodily – Kinesthetic 10%  performing in the video both to dramatise and to paint the art works
Interpersonal 10%  you will have to solicit the help of a friend for this project and you can take note of your interpersonal interactions
Intrapersonal 10%  take note of the learning process as you do this project.
Naturalistic 10%  your poem touches on nature and so video the actual nature that you are taking care of. Do you have a garden, a pet? They can be the ones that you include in your video
Existential 10% your poem prayer touches much on human existence as canvass.

Engines of Commerce

We are all a blank canvass,

I am a canvass, you are a canvass.

Every morning is a blank one,

we fill it with different hues of color.

Different techniques to make it unique.

God used his mind and eyes

to paint galaxies and skies.

We used our experiences and stories

to paint our life and ideas.

The palette we use defines who we are.

Dark colors for a bad day,

bright ones for a happiness.

Make every day worth it,

and don’t regret every stroke.

But just look closely, just closely.

We are all just stars in the universe

that God created and molded.

Waiting for the right time

to finally burst in the universe.

To finally, leave our mark

in the world He created.

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Observing Movie Making at UST

Published a page about NS102 – 3AD-6

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Read posts on this event by co-authors

A Day in a Life a CFAD StudentBy: Luiza Artillero

Bad Ang Sinungaling By: Pamela Bacay

Bad Ang Sinungaling Taping By: Irish Rabena




Taping Around the Campus by JADULANG, FRANCO LEE MANALAD


In Hopes That It Will Be a True Good Film (A Ranting Essay on the Philippine Film Industry) by VINALAY, KATRINA MAE CAMU

When You Smile

By Aenro Mikko M. Gubatina

Rom Cumagun on location shooting a video for a blog regarding Sta. Lucia East Grand Mall anniversary.

For countless hours I wait thee

Wind howling but silent

Even your shadow I cannot see

My heart stops and tightens

Through rustling trees, I walk the aisle

Counting cobblestones looking down

2014-06-12 06.04.02

From Left: Rom Cumagun’s 2nd daughter, Angela Marie Cumagun; best friend and wife, Pelagia Cumagun; youngest daughter, Marie Yvonne Cumagun

Light shimmers… thy beauty with a smile

Took away my lips of weary and frown

Sweet and contagious lips of angel

No mere demons should defile

Removed my lonely pulse like a spell

Just one glance when you smile





Scientific Reference:

HowStuffWorks; Explanation Why Smiling Causes Happiness
Italicized words has scientific explanation in the reference/link (Why Smiling Causes Happiness)

(This poem is for the academic requirement for Mr. Rom Cumagun only and not for the Creative Writing Workshop of Varsitarian)

What Does Sound Look Like?

What Does Sound Look Like?

What If The Moon Was a Disco Ball?

posted by Ihna Marie S. Del Rosario

What if the Moon was a Disco Ball?