An Evaluative report on the broadcast department of J. Walter Thompson (Phils.) Inc.

• Main Authors: Chuaunsu, Jesselyn, Co, Jeanette, Tuazon, Corina, Yu, Christine
• Format: text
• Language: English
• Published: Animo Repository 1991
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16856
• Institution: De La Salle University

Advertising is a message paid for by an identified sponsor and delivered through some medium of mass communication. Advertising is persuasive communication. It is not neutral it is not unblased it says: I am going to try to sell you a product or an idea. In many respects, it is the most honest and frank type of propaganda. (Russell, 1988). Advertising is an element of marketing that is very customer-oriented. Their greatest asset would probably be people because people develop ideas to sell a company's products, but they also need to know and study people and their reactions to reach their goals. To be able to reach their audience, it is important that people in advertising are properly equipped to be more efficient and thereby provide the kind of service that would guarantee their clients' satisfaction. The production department is the department responsible for the mechanical production of an ad and dealing with printers and engravers or for the preparation of a TV or radio program, (Russell, 1988). This is one of the more important elements in an advertising agency because the production department spells the fruition of the ideas and expectations of the creative department. The authors spent their 400-hour practicum at J. Walter Thompson (Phils.) Inc.. During their stay, they observed some of the difficulties producers usually encounter in the company. As such, they decided to undertake an evaluative report on the broadcast department of the said company. It is the purpose of the study to determine whether the acquisition of new facilities (editing set) would enhance JWT's service to its clients. To aid the study along, the authors felt that it was necessary to do a comparative study between J. Walter Thompson and other advertising firms. This was done in order to establish a standard or determine practices among ad agencies pertaining to their broadcast department. The result of the study provided the direction to recommend that J. Walter Thompson should improve their present broadcast facilities to maintain its present clients and even gain new ones to an already long list of accounts. This recommendation was supported by a cost-benefit analysis, payback period, rate of return, and stated qualitative benefits that the company will eventually gain by initiating this move. To implement this recommendation, J. Walter Thompson is expected to invest around P253,450. The payback period to regain its investment is in two years time. J. Walter Thompson stands to save P 119,070 annually due to its cost savings of P 1,323 per project based on the agency's requirement with regards to cut-to-cut editing, which is only one of the tasks done in commercial production. There are other tasks which will be required to finish a commercial production and cost-savings from these tasks can be considered additional revenues to the agency. It is through these findings that the authors concludes that the company should not only be the forerunner in its industry but they should also try to be the forerunner in advertising technology.