The day after Thanksgiving unofficially puts everybody on a "busy" mode. I have 4 group presentations and 2 final papers to finish in the next couple of weeks. Although, so far, my groupmates and I have been very effective at time management and efficiency, we tend to want to overthink our presentations so we can come up with the best strategy - and preferably the best grade. That is why we spend good time in discussing the meat, or what our professors would love to hear us say.
I now think I should have started a blog since the beginning of my Masters program at NYU, but I am afraid that talking about it may have not given it enough justice. The academic and social aspects of it are obviously different from an MBA program, but they are still very enriching.
I am taking my MS in Direct and Interactive Marketing. What it is in a nutshell is targeted and measurable marketing. There is already a shift in marketing dollars from "traditional" (although, this can mean many things other than TV, radio and print) to "targeted" (this one too!... syndication, search, direct, email, SEO, etc.). Gone are the days when ad agencies can talk their Clients into approving a communication plan that is predominantly TV, Radio and Print-based. Clients nowadays want their money accounted for, they want to know whether the $10,000.00 they put into this marketing effort can bring them back 20 times much more in return. They always give less for more.
There are a million different media formats now and each cater to different marketing objectives. DRTV, TiVo, FSI's, Blogs, Co-op, Alternative, Contextual Ads, Search and what have you. Do you want branding? Do you want tactical? Do you want to drive traffic? Do you want conversion? There will always be something, and you just have to find the right mix. The key thing is to keep testing and testing until you beat your control format.
One key thing that they keep teaching us in class is to test and test until you die. It's crazy how marketers come up with the greatest, brightest and most successful marketing ideas, and still manage to beat it. It evolves and evolves and you just can't stop - otherwise, you will miss the bus.
Right now, I am taking the following classes: Advanced Direct and Interactive Marketing (this is actually more of a Strategy class, than a DM class), Creative Strategy, Media Planning and Buying, and Management Principles and Ethical Practices. Each class complements another seamlessly. Each one goes very in-depth that sometimes I feel like a semester is not enough to learn everything about it.
Sometime ago, I was compelled to subscribe to dozens of direct and interactive marketing blogs (will send you links next time), and you could easily get lost with the whole gamut of new information you read everyday. But thanks to RSS, I get to choose what I want to read anytime!
Just awhileago at lunchtime, I attended a dialogue at NYU with Robin Johnson, the President/CEO of Financial Times, and he talked about the importance of tapping multiple channels and the challenge of being global using a single, established brand. And yes, he did mention that FT's marketing dollars is on its way to a 50-50 split in online and offline. (Yes! I'm in the right program!) I could go on and on talking about this ever-changing industry, and you might just get bored if you're not into it.
So anyway, that's basically what I learn here. My other Masters taught me integration between marketing disciplines, and this one is teaching me targeting, strategy and measurability. I wonder when marketing this sophisticated will become popular in the Philippines?
On a different note, I had a lot of fun during Thanksgiving weekend. Apparently, I have another addition to my TLTILAF series. More on that soon...
Okay enough, I still need to work on my final project. Ta-tah for now.
Wednesday, November 30, 2005
Wednesday, November 23, 2005
Speaking Of...
Speaking of "first times", tomorrow will be my very first Thanksgiving holiday. ;-) I'm heading to this place where people say "av" for Avenue, and spell it the way they say it. Plus, I would most probably put my kitchen experimenting to the test. Oh noooo!!! The goal is to gobble that gobbling bird, try it with cranberry sauce, guzzle some (cheap) Sonoma wine and finish with some pumpkin pie.
Happy Turkey Day everyone! :)
Is this the only occasion I am sexy?
Happy Turkey Day everyone! :)
Is this the only occasion I am sexy?
Tuesday, November 22, 2005
"First Times"
I have really just been bombarded with a slew of American "first times" eversince I moved here in the US. First classes in grad school, first time living alone, first bagel and creamcheese breakfast, first Yugo boss, first Ebay purchase, first hockey game, first football game and many others.
David has been very helpful in explaining different practices in American culture when they do nothing but create confusion. Like for example, what does "red eye" or "elephant party" mean. Or how does warm apple cider taste? Who was the Man in Black? (It's Johnny Cash - but...errr, Johnny who?) And what is Diwali? Or Hannukah?
This culture is very misunderstood, that I really wish I can talk to each and every first-time tourist in this country that their (often misguided and negative) perception of the American culture is erred. I don't mean to say that I have embraced this culture fully and I know every single thing about it. I don't, in fact, and I am still a Filipino in mind and heart. The tourist spots, however, at least in New York City - such as Times Square, Ground Zero, Rockefeller Center and the like - display a different "America", which is not necessarily true. Food in excessive servings, loudness and rudeness of people abound, exaggerated patriotism and hardcore commercialism. TV shows like Jerry Springer and Pat Croce Moving In tell the whole world that the whole America relies on despicable TV shows to solve their personal problems. Not really.
I suddenly stepped back and thought about the misconceptions my own culture has. Dog eaters? Cavemen? Hopeless cases in Political stability? Abu Sayyaf infested? On the flip side, we are known for being one of the most hospitable cultures in Asia. We are also commended for our very good English. We also have the best beaches in the whole world (although, every tropical island on earth would contest to that)! Despite all political and social disorders and our low GNP, we are people who are passionate, and love to smile our problems away.
Whenever I encounter a foreigner saying misguided notions about the Philippines, saying that we are hopeless, that it’s a very dangerous place to live in and all that disdain, I wish I could afford to buy him/her a ticket to Manila and let the Filipino hospitality erase these judgments off. And maybe he can write too about his slew of Filipino “first times”. First Filipino Pasko, first puto-bumbong, first Megamall experience and first balot ;-)
But I can’t. So all I do is offer a sharp retort, be a humble ambassador and hopefully, prove him/her wrong over time.
David has been very helpful in explaining different practices in American culture when they do nothing but create confusion. Like for example, what does "red eye" or "elephant party" mean. Or how does warm apple cider taste? Who was the Man in Black? (It's Johnny Cash - but...errr, Johnny who?) And what is Diwali? Or Hannukah?
This culture is very misunderstood, that I really wish I can talk to each and every first-time tourist in this country that their (often misguided and negative) perception of the American culture is erred. I don't mean to say that I have embraced this culture fully and I know every single thing about it. I don't, in fact, and I am still a Filipino in mind and heart. The tourist spots, however, at least in New York City - such as Times Square, Ground Zero, Rockefeller Center and the like - display a different "America", which is not necessarily true. Food in excessive servings, loudness and rudeness of people abound, exaggerated patriotism and hardcore commercialism. TV shows like Jerry Springer and Pat Croce Moving In tell the whole world that the whole America relies on despicable TV shows to solve their personal problems. Not really.
I suddenly stepped back and thought about the misconceptions my own culture has. Dog eaters? Cavemen? Hopeless cases in Political stability? Abu Sayyaf infested? On the flip side, we are known for being one of the most hospitable cultures in Asia. We are also commended for our very good English. We also have the best beaches in the whole world (although, every tropical island on earth would contest to that)! Despite all political and social disorders and our low GNP, we are people who are passionate, and love to smile our problems away.
Whenever I encounter a foreigner saying misguided notions about the Philippines, saying that we are hopeless, that it’s a very dangerous place to live in and all that disdain, I wish I could afford to buy him/her a ticket to Manila and let the Filipino hospitality erase these judgments off. And maybe he can write too about his slew of Filipino “first times”. First Filipino Pasko, first puto-bumbong, first Megamall experience and first balot ;-)
But I can’t. So all I do is offer a sharp retort, be a humble ambassador and hopefully, prove him/her wrong over time.
Monday, November 21, 2005
Yale vs. Harvard Football 2005
I had my very first experience tailgating last weekend during the Yale vs. Harvard football game. There was plenty of food and booze and unforgiving rivals. The game began at 1230pm and ended just about when the sun was setting. The weather was not cooperative, as despite the bright sun shining, it was chilly in the low 30s.
It was my very first Ivy league college football game, and it was fun and entertaining! The Bulldogs wore "Kiss this Harvard!" on their asses. The Crimsons wore "Yale sucks!" shirts. And in between touch downs, you can hear from afar students yelling "Harvard cheerleaders are FAT!!!" Hilarious! Especially is you are just there for the third-party spectator experience ;) Hmm... reminiscent of Ateneo vs. La Salle basketball matches?
I also recently just learned that Ivies don't offer athletic scholarships, so these intelligent football jocks are just passionate and dedicated to the sport.
In the end, after triple overtimes, Harvard won at 30-24. Waaah. :( It's the 5th year in a row that Yale lost to Harvard. Better luck next year!
Here are some photos I took at the Yale Bowl. I was not able to get good photos of the SOM tailgate tent, but this gives you a good idea on how much hotdogs, burgers, beer and cookies were consumed in a matter of hours.
Flag me.
"Handsome Dan", the Yale mascot, towers at the tailgating tents during the game.
The Yale SOM "tailgating" tent. Overflowing booze and unlimited 'dogs and burgers!
The aftermath.
People are still lining up for more!
The game at 2nd Quarter.
Half-time genius. Check out the man-made fighter tank that was supposed to bomb down the red Harvard balloon and those red Harvard planes. ;-)
P.S. During half-time, a cute bulldog was paraded on the field to mock the Harvardites presence in the stadium. I remembered our [late] pet, China, who could've been the cutest English bulldog on the floor during the game. R.I.P.
It was my very first Ivy league college football game, and it was fun and entertaining! The Bulldogs wore "Kiss this Harvard!" on their asses. The Crimsons wore "Yale sucks!" shirts. And in between touch downs, you can hear from afar students yelling "Harvard cheerleaders are FAT!!!" Hilarious! Especially is you are just there for the third-party spectator experience ;) Hmm... reminiscent of Ateneo vs. La Salle basketball matches?
I also recently just learned that Ivies don't offer athletic scholarships, so these intelligent football jocks are just passionate and dedicated to the sport.
In the end, after triple overtimes, Harvard won at 30-24. Waaah. :( It's the 5th year in a row that Yale lost to Harvard. Better luck next year!
Here are some photos I took at the Yale Bowl. I was not able to get good photos of the SOM tailgate tent, but this gives you a good idea on how much hotdogs, burgers, beer and cookies were consumed in a matter of hours.
Flag me.
"Handsome Dan", the Yale mascot, towers at the tailgating tents during the game.
The Yale SOM "tailgating" tent. Overflowing booze and unlimited 'dogs and burgers!
The aftermath.
People are still lining up for more!
The game at 2nd Quarter.
Half-time genius. Check out the man-made fighter tank that was supposed to bomb down the red Harvard balloon and those red Harvard planes. ;-)
P.S. During half-time, a cute bulldog was paraded on the field to mock the Harvardites presence in the stadium. I remembered our [late] pet, China, who could've been the cutest English bulldog on the floor during the game. R.I.P.
Saturday, November 12, 2005
Manila On My Mind
I haven't talked to my family for weeks because PLDT DSL is doing what it does best: disconnect. I wonder what they have been up to lately? I have been in touch via Yahoo Messenger, but it's not as often.
It's Sunday now in Manila, and they are most probably hearing mass right this very moment. Afterwards, my mom will most probably head to the grocery and pile up on food, my dad will go to the bookstore, my lolo will go to his "appointment" and my siblings will go around the mall. Then afterwards, they will choose between La Piadina or Mario's Kitchen for lunch. Over lunch, my siblings will put up with my dad's corny jokes and my mom will just say "nyeh".
They conveniently (and impractically) brought two of our cars - "just in case" any of them decides to stay out longer, or want to go home immediately. So, they obviously won't go home at the same time. My parents take the Pajero. My siblings take the - I don't know, whatever is easiest to get out of our cramped garage.
It's the same thing a week after, unless they decide to go to Tagaytay Highlands on a whim, and eat at Green House.
It sounds routinary, yes - but, that's my family's typical Sunday back in Manila. It sure beats hearing mass alone (and singing Kyrie-Requiem vs. Panginoon) , going home to an empty apartment, clicking on del.icio.us links, researching for class homework and listening to Moby's Porcelain on iTunes.
It's Sunday now in Manila, and they are most probably hearing mass right this very moment. Afterwards, my mom will most probably head to the grocery and pile up on food, my dad will go to the bookstore, my lolo will go to his "appointment" and my siblings will go around the mall. Then afterwards, they will choose between La Piadina or Mario's Kitchen for lunch. Over lunch, my siblings will put up with my dad's corny jokes and my mom will just say "nyeh".
They conveniently (and impractically) brought two of our cars - "just in case" any of them decides to stay out longer, or want to go home immediately. So, they obviously won't go home at the same time. My parents take the Pajero. My siblings take the - I don't know, whatever is easiest to get out of our cramped garage.
It's the same thing a week after, unless they decide to go to Tagaytay Highlands on a whim, and eat at Green House.
It sounds routinary, yes - but, that's my family's typical Sunday back in Manila. It sure beats hearing mass alone (and singing Kyrie-Requiem vs. Panginoon) , going home to an empty apartment, clicking on del.icio.us links, researching for class homework and listening to Moby's Porcelain on iTunes.
Friday, November 04, 2005
Graduate School Grading Is Subjective
Remember back in High School when we are so grade-conscious, that we constantly calculate point-by-point all our test scores and homework to get our GPA's? There was a huge amount of pressure, since getting good grades is tantamount to getting into a good college. And getting into a good college is good training to get good jobs. (I apologize if this train of thought is not always the case, but I was just raised to think this way.)
Back in the Philippines, each university gives individual college entrance exams and students study separately for each. Here in the US, there is just the SAT - and your SAT grade gives you an idea if you are qualified for an Ivy League, or a CC.
In graduate school (at least in the US), the only grade that you should work really hard for is your GMAT (or your GRE). Get a high score, and you are most likely to be accepted in a top-tier university. Get a low score... uhm, well, you can just take it again.
In the classroom, however, the race to get the highest grade is almost always irrelevant. The grade you get most of the time does not reflect how much you learned about the course. Also, most of the time, grades are dependent on the professor's teaching and grading style.
I am about to embark on a 19 Chapter hardcore review weekend for an upcoming test on Monday. And this test is only 10 points. Multiple choice. Can you believe that?! 10 Multiple choice questions! 19 Chapters! If you miss one, that's 90%. If you miss 3, that's 70%. Easily an F! This test accounts for only 10% of my final grade, it's not a lot... but still?!? It's so un-cool.
Anyway, of course there are those really cool professors who are all about learning and practical application. And they grade based on how you express your understanding of the notes through discussion - and you get an A applying it in real life. Now that's cool.
Ed. Note. I am downplaying how graduate school is, of course. There are many other things you have to excel in to make it with flying colors. Writing skills are essential, for example. In the business world, you have to know how to condense a 20-page case into 2 pages, use the right business terms (you don't say "Pam, you got your sh!t going!", you say "Pam, you are highly qualified for the project."), and know when to write there, their or they're. There's also Critical Thinking and Financial Analysis. What does it mean if a number on this test cell is slightly higher than the one beside it? Is it statistically significant to warrant a $30 Million business decision? Stuff like that...
Back in the Philippines, each university gives individual college entrance exams and students study separately for each. Here in the US, there is just the SAT - and your SAT grade gives you an idea if you are qualified for an Ivy League, or a CC.
In graduate school (at least in the US), the only grade that you should work really hard for is your GMAT (or your GRE). Get a high score, and you are most likely to be accepted in a top-tier university. Get a low score... uhm, well, you can just take it again.
In the classroom, however, the race to get the highest grade is almost always irrelevant. The grade you get most of the time does not reflect how much you learned about the course. Also, most of the time, grades are dependent on the professor's teaching and grading style.
I am about to embark on a 19 Chapter hardcore review weekend for an upcoming test on Monday. And this test is only 10 points. Multiple choice. Can you believe that?! 10 Multiple choice questions! 19 Chapters! If you miss one, that's 90%. If you miss 3, that's 70%. Easily an F! This test accounts for only 10% of my final grade, it's not a lot... but still?!? It's so un-cool.
Anyway, of course there are those really cool professors who are all about learning and practical application. And they grade based on how you express your understanding of the notes through discussion - and you get an A applying it in real life. Now that's cool.
Ed. Note. I am downplaying how graduate school is, of course. There are many other things you have to excel in to make it with flying colors. Writing skills are essential, for example. In the business world, you have to know how to condense a 20-page case into 2 pages, use the right business terms (you don't say "Pam, you got your sh!t going!", you say "Pam, you are highly qualified for the project."), and know when to write there, their or they're. There's also Critical Thinking and Financial Analysis. What does it mean if a number on this test cell is slightly higher than the one beside it? Is it statistically significant to warrant a $30 Million business decision? Stuff like that...
L-word Lessons From My 30something Friend
Last night, over 2 big glasses of Heifeweizen at Patrick Conway's, I listened to unsolicited advice from my 30something guy-friend from Detroit who is still single, seriously dating and ever-ready for marriage. He wanted to have drinks after class and talk about this girl he's very interested in. He's been through several relationships, and lived together with the most recent ex for about 5 years, before they decided to call it quits. He went to New York to study and fulfill a dream, and now has a sweet job offer waiting for him back in Michigan.
Of course that's just his story in a nutshell, and there are plenty more details in-between. Two hours into the conversation, I picked up a lot of lessons from him - some I already know, and some... quite refreshing.
1. Learn to stand up for your partner.
Ladies, will you just weep in a corner when you see a tramp sit on your boyfriend's lap and flirt with him? There's only one Subservient Chicken in this world, and that's not you, so put those aeroboxing skills to practice until you see K.O.!
2. Communication is key.
You are not going to get anything from talking to a rock, right? So don't be one.
3. Be open and honest.
If you are really into playing XBOX all weekend, let her know immediately.
If you are not ready to meet the parents or get married or have kids, let her know before she starts planning the details down to the color of the cake icing.
If you are allergic to cats, and she absolutely adores them, get allergy shots (just kidding).
4. Do not set rules.
Of course, there will always be universal rules like don't sleep with somebody else, don't pretend to be a guy (when you're really gay), don't pick fights for the sake of it or whatever. We are rational beings. But don't manipulate a relationship down to dictating the number of times you have to see each other a week, what color of clothing you have to wear, what and what not to say about your relationship in front of friends or how many cups of rice you can eat for the day. Not only will your partner feel suffocated, the more she will want to be free.
5. Do not pick fights to get attention.
You are not getting any this way. Ever.
6. Talk about the future openly.
At some point, unmarried couples need to sit down and do an "update meeting" to see if they are both on the same page about plans for the future.
7. Do not live together (unless you are absofuckinglutely sure you are marrying this person).
If you broke up and had invested in an apartment or a house already, not only is talking about money matters unsexy and dirty, it can also unleash the asshole in you. Moreover, the fight over who gets your babies, Spot or Kitty, is nerve-racking.
8. Always involve your partner during life-changing decisions such as career or a big move.
Being "involved" in each other's lives is key, so when you start making big decisions on your own, you are most probably better off on your own. Moreover, LDR's never work. You're lucky if you have the same level of happiness if he is within arm's reach, or say... in Alaska. It can work, but you have to be able to afford it.
9. It just happens.
People who have just met can be engaged in a month's time. People who have been together for 25 years can suddenly have a fall out.
10. Guys and girls have different ways of coping from a heartbreak.
Guys cry all day at home, seek plenty of "guys night outs" and eat chocolate, and girls go to stripclubs, drink alcohol and make out with the first guy she sees. Wait, isn't it the other way around?
Of course that's just his story in a nutshell, and there are plenty more details in-between. Two hours into the conversation, I picked up a lot of lessons from him - some I already know, and some... quite refreshing.
1. Learn to stand up for your partner.
Ladies, will you just weep in a corner when you see a tramp sit on your boyfriend's lap and flirt with him? There's only one Subservient Chicken in this world, and that's not you, so put those aeroboxing skills to practice until you see K.O.!
2. Communication is key.
You are not going to get anything from talking to a rock, right? So don't be one.
3. Be open and honest.
If you are really into playing XBOX all weekend, let her know immediately.
If you are not ready to meet the parents or get married or have kids, let her know before she starts planning the details down to the color of the cake icing.
If you are allergic to cats, and she absolutely adores them, get allergy shots (just kidding).
4. Do not set rules.
Of course, there will always be universal rules like don't sleep with somebody else, don't pretend to be a guy (when you're really gay), don't pick fights for the sake of it or whatever. We are rational beings. But don't manipulate a relationship down to dictating the number of times you have to see each other a week, what color of clothing you have to wear, what and what not to say about your relationship in front of friends or how many cups of rice you can eat for the day. Not only will your partner feel suffocated, the more she will want to be free.
5. Do not pick fights to get attention.
You are not getting any this way. Ever.
6. Talk about the future openly.
At some point, unmarried couples need to sit down and do an "update meeting" to see if they are both on the same page about plans for the future.
7. Do not live together (unless you are absofuckinglutely sure you are marrying this person).
If you broke up and had invested in an apartment or a house already, not only is talking about money matters unsexy and dirty, it can also unleash the asshole in you. Moreover, the fight over who gets your babies, Spot or Kitty, is nerve-racking.
8. Always involve your partner during life-changing decisions such as career or a big move.
Being "involved" in each other's lives is key, so when you start making big decisions on your own, you are most probably better off on your own. Moreover, LDR's never work. You're lucky if you have the same level of happiness if he is within arm's reach, or say... in Alaska. It can work, but you have to be able to afford it.
9. It just happens.
People who have just met can be engaged in a month's time. People who have been together for 25 years can suddenly have a fall out.
10. Guys and girls have different ways of coping from a heartbreak.
Guys cry all day at home, seek plenty of "guys night outs" and eat chocolate, and girls go to stripclubs, drink alcohol and make out with the first guy she sees. Wait, isn't it the other way around?
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