How to Make a Benta Book by Jinx Macabenta - Bookswagon
Home > How to Make a Benta
How to Make a Benta

How to Make a Benta


     0     
5
4
3
2
1



International Edition


About the Book

"HOW TO MAKE A BENTA - Anecdotes, Lectures & Articles from the Advertising Wars" By Greg B. Macabenta Most books on advertising and marketing use case studies in the American setting. They are not always relevant to students and to practitioners in a developing country. They also tend to make complex principles even more difficult to understand and apply. "HOW TO MAKE A BENTA - Anecdotes, Lectures & Articles from the Advertising Wars" breaks that mold. Punning his own surname for the title of the book (Macabenta literally means "to make a sale"), Greg B. Macabenta writes in a lighthearted, readable style, spiced with intimate anecdotes, and packed with revealing insights, drawn from campaigns that are considered classics in Philippine advertising - campaigns created by the author himself. Milo "Olympic Energy" used conventional and guerilla strategies and tactics to wrest market leadership from Ovaltine. Nescafé "Great Cities of the World," one of Nestlé's most successful coffee campaigns, kept the brand dominant in the Philippine market. Milkmaid "Grow Tall Little Man" garnered two Clio finalist certificates "for advertising excellence worldwide," an All-Japan Commercial Competition trophy and an Award of Excellence in the Philippine Ad Congress, and made a film star out of its precocious child model, Niño Muhlach. Instant Nido "World's Number One Child," whipped an ordinary product claim into a powerful selling argument and maintained the brand's market leadership in the face of intense competitive pressure. The author shares his unorthodox approach to creativity, positioning, niche marketing and media strategy formulation, epitomized by the Wells Fargo ATM Remittance Account launch that won the 1996 Gold Effie for the most effective non-English campaign in the U.S., and the brilliant combination of TV advertising and community outreach that helped gain a 27% volume growth for San Miguel Beer in the U.S. Then there's the amusing story behind the creation of the immensely successful "Inumin ng tunay na lalaki" campaign for Giñebra San Miguel, and the hilarious creation of the Filipinas Life jingle, which became a virtual "anthem" for one of the leading insurance companies in the Philippines. A key chapter is a primer on public relations, crisis PR, press relations and the touchy topic of "suppress" relations. And for the adventurous and entrepreneurial, the book offers useful tips on breaking into the U.S. market. "HOW TO MAKE A BENTA - Anecdotes, Lectures & Articles from the Advertising Wars" is partly an autobiography and a virtual history of Philippine advertising over the past half century. The author worked in broadcast production, copy, creative direction, account management, PR and general management before becoming president and CEO of Advertising & Marketing Associates, one of the leading agencies in the Philippines. He immigrated to the U.S. in the late 80's to set up his own agency, Minority Media Services, Inc. It is considered one of the trailblazers in ethnic marketing in the U.S. In sum, the book is a valuable resource for students of advertising and promises enjoyable reading for industry veterans.
About the Author: Greg B. Macabenta joined his first ad agency, QSV Promotions, in 1960. Two years later, he moved to Advertising & Marketing Associates (forerunner of DDB Philippines). Starting as a broadcast producer, he shifted to account management and also headed creative services. For years, he handled the entire Nestle business for AMA, as creative director and account director, even after he became president and CEO in 1978. In the late 80s, he immigrated with his family to the U.S. where he set up his own agency. Many of his works are considered classics, gaining market dominance for such brands as Milo, Nescafe and Instant Nido, and winning some of the highest creative awards, in the Philippines and abroad. The campaigns are featured in the book. As a columnist of Business World, Greg is known for his biting wit and mastery of satire. The book is laced with his brand of irreverent humor, spiced with revealing backroom stories. It is a virtual history of the advertising industry over the past half century. A rich source of insights for students of the craft. And a nostalgic treat for veterans of the advertising wars.


Best Sellers



Product Details
  • ISBN-13: 9781456537876
  • Publisher: Createspace Independent Publishing Platform
  • Publisher Imprint: Createspace Independent Publishing Platform
  • Height: 229 mm
  • No of Pages: 300
  • Series Title: English
  • Weight: 453 gr
  • ISBN-10: 1456537873
  • Publisher Date: 28 Mar 2011
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 16 mm
  • Width: 152 mm


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
How to Make a Benta
Createspace Independent Publishing Platform -
How to Make a Benta
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

How to Make a Benta

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals



    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!