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PLANNING my internship in Y&R

10/31/2013

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To Do's before the internship

E-mail Eduardo

-Set working hours
-Tell him about Thanksgiving
-Ask him if there is anything I need to know or have for the internship

Learn about projects I will work in

-Learn about Cristal (promotion and company)
-Learn about Movistar (promotion and company )

Create a section on my webpage for the internship
Research the company
Look up mentor in Linkedin

To Do's during the internship

Work on POL

-NOVEMBER: 12, 15, 19, 22, 26, 29

Finish POL by December 6

Have a review of what I learned during the week.

-Weekly reviews due on: Nov. 16, Nov. 26, Nov. 30 and Dec. 6

Blog every day

-Reflect
-Talk about something I learn
-Add pictures (ALWAYS)

Take pictures EVERYDAY

Write on the internship section on my webpage

-Talk about what I learned
-Add pictures
-Tell anecdotes

Learning goals for the internship

Goal #1: Understand all the different tools and resources that can be used for promotion. Go through all the different sectors (commercials, print ads, billboards, campaign out of home, touch point, etc).

Goal #2: Understand the process of development of a promotion.

Goal #3: Figure out if I want to pursue this career.

Skill I want to reinforce/ attain from the internship

After researching online about important skills marketers should have I came up with this three skills I want to reinforce and attain during the internship.

Skills I want to reinforce

Skill #1: Oral speaking skills

Gain confidence and learn to ask questions and speak up when I need something or I want to learn more or if I need help.

Skill #2: Writing skills

"The written word once again dominates. The ability to develop clear, compelling text for multiple media, from traditional print to blogging, is essential." (CHRISTINE KHOR)
-Learn how to develop clear, concise written messages.

Skills I want to Attain

Skill #3: Curiosity, agility and experimentation

"Good marketers will take the time to read, search and experiment – to cultivate fresh thinking, build creative ideas and be ready to move quickly," (CHRISTINE KHOR)
-Be curios and ask questions.
-Reserch different concepts and terms that are mentioned to me.
-Read about marketing and ask for cool articles and books that might be helpful.

Today I finished up my contact information and plan form for the internship and I am ready to go. I am so excited and I can't wait for my first day in Y&R!

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UPC, a college experience

10/30/2013

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Today we had our first finance class at UPC. There was so much information covered in the class I was OVERWHELMED with unknown concepts that I had to research in google as the class went by. However, the teacher covered many interesting concepts such as economies of scale, opportunity cost, fixed cost and more. I actually think I learned some of this word better since I took the time to research little more to understand them better.

The energy in the class was a little low, this was because there was a lack of participation. Personally I feel I could of put more input and asked more questions in class. For next time I will work on that and I need to participate at least two times next class. The class in general was very informative and complete but maybe the teaching method could have been better, sometimes it was hard to switch from one powerpoint to another because not all the concepts where clear from the first power point. Also there was so much information and jumping around from concept to concept that it was very confusing and distracting at times.

Getting a real world experience of how college will be is very valuable since here we get to experience how our lives will be in two years. Also we realize that sometimes there are classes like this wherever we may go and we need to adjust to this when it happens, we need to be flexible and adjust to the teaching methods and try to take out the best from the class.

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Interview in Y&R

10/29/2013

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Today I had my internship interview with the CEO of Y&R, Eduardo Grisolle. I was so nervous. I had never done an interview before and this was my only chance to shine and allow me to get the internship.

My day had not been good; I had an allergy all over me. I had red spots and they were starting to spread around my body so I was not very confident or ready for the interview. I was not feeling well. When I got to the office I PANICKED, the door opened and the secretary received me, She was very nice and welcoming. Everything in the office was VERY VERY cool, the synthetics grass and the music playing around. the ambiance was so positive and lively. Since they promote many companies, they are always creating innovative and cool advertisements, commercials and more. Day-to-day they need to feel C R E A T I V E to create engaging and original promotions for their costumers. The atmosphere here clearly embraced creativity, fun and it certainly helped motivate the employees; allowed them to feel relaxed and free, they could wear anything to work.

After waiting for a while, Eduardo came down and greeted me. We went to his office where the interview took place. He was very interesting, it was clear he was the CEO because of the way he dressed, and kind. As we walked upstairs the environment just got even more amazing, each employee had their own HUGE Apple computer that they decorated with stickers, magnets and pictures to make it more personal and entertaining I couldn't get more excited; I just wanted to start the internship in that moment.

In the beginning it felt a little awkward because he asked a variety of questions, but then everything was going so well that the interview begun to flow more.

Once the interview ended he showed me around. The small offices were unbelievable, some had synthetic grass and had really cool glass boards where they brainstormed ideas and they drew things. The thrilling thing about this company is that they don't divide their office by sectors instead they have different offices where different people, with different specialities, work on a single project. There where rooms for the Cristal project, Movistar, Banco Financiero and more projects. I was able to visit the Cristal room, in the center there was a table with beer bottles, cans and ads from Cristal. The reason behind this is to keep them exposed to the product they have to market and therefore they get inspired and creative while working on their promotion and coming up with new ideas.

This was truly a great experience, I can't explain how eager and happy I felt when I was inside. For me it was like a Google office. I can perfectly picture myself working here. I truly believe that the employees love working there and I can't wait to get my own experience.

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Top 5 places to enjoy a good ice cream in the summer!

10/26/2013

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My latest article is one of the most popular currently in The Break! I am so proud :)

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Marketing is so C O O L

10/24/2013

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Before actually creating a marketing plan for The Cupcake Factory business I had to truly understand the true meaning of marketing.

What is marketing?

RELATIONSHIPS

Building long-term RELATIONSHIPS with customers and understanding others

SERVING

Understanding and HELPING your costumer and giving them what they want

VALUE

Adding VALUE to the world and to your product

SELLING

SELLING your product by showing people something that they need

MOVING PEOPLE

Thinking how can you MOVE your people in the right directions

EXPERIENCE

Building EXPERIENCE

The reason I love marketing so much is because it's not only about getting your product out to the world and promoting it but it's about building personal relationships with costumers, building an unforgettable experience for them and most importantly it's all about C R E A T I VI T Y.

MARKETING PLAN

Redesigning a brand is much harder than what I thought every single move, improvement or idea has to be developed in full detail and thought through very carefully before putting into action. During class time Gisella, owner of The Cupcake Factory, and I worked together to fully develop the situation analysis, define the target audience and state clear goals.

Situation Analysis/ Target Audience/ Goals

Analyzing the advantages and disadvantages of the company was not easy. There were so many disadvantages that really got us thinking that more and more things had to be fixed before the company was promoted and it reached more costumers. One of the major disadvantages is the companies reputation for being handled by a student. Imagine if a kid and a company sold you cookies which one would you take more seriously? Which one will you be willing to pay more? The company. Many people think that because the company is managed by a student there is lack of experience, causing the customers to think that the product is not of high quality. Also many customers don't take the business seriously because they don't pay on time or sometimes they ask for lower prices for special orders. If you went to a restaurant will you ask for a lower price for your dish? NO. THis has to change and it really frustrates me people think like this but at the same time it motivates not only me and Gisella to make the company OUTSTANDING.

When discussing the target audience we realized it was too wide and really if you think about it we can't reach every single person who wants an american dessert so we narrowed it down to: medium and higher class Limeños of all ages and genders. Challenging but reachable.

Setting our goals clear was the hardest because there were so many disadvantages but we had to focus on the most important aspects that will truly make a difference and make the company more successful. So we came up with:

Having a force of supply that can sustain any force of demand by finding a partner willing to make and deliver the product.
Define the brand by creating a brand definition, redesigning the logo, tagline and website/facebook page.
Market the brand by creating stickers and magnets, as well as through social media: Creating an Instagram account and frequently updating the website, facebook, and instagram page
Have The Cupcake Factory reach ___ likes by the end of the year and grow by ___ likes every year.
Regain the trust of customers by always being to their availability and offering quality service. This means answering mails quickly, being flexible with orders, providing delivery, having an easy ordering system and various forms of payment.
Creating a more effective ordering and payment system.
Having good communication with customers so that they are informed of any.

I love marketing and I can't wait to do this project!

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Photography Lessons with Gabriel Barreto

10/24/2013

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Have you ever seen food advertisements or catalogues? Doesn't the food look so provocative?

Well taking these pictures is VERY challenging. There are many things a photographer has to consider and adjust to capture the most delicious pictures. While beign in the workshop I was very impressed with all the techniques and small details that impacted the picture. Something as simple as setting the right or left light can totally change the picture because of the shadow it creates.

Personally I would set dark desserts in white backgrounds and light desserts in black backgrounds.

This is not right, Willie told us that when you set the desserts in black backgrounds they loose their clarity because the black background absorbs all the light and it makes the product look dull. As a photographer you want your product to shine, this is why you need to use white backgrounds. Also if you want your dessert to shine and look sparkly in the picture you need to spray oil in it, this will add the effect. Food companies who make photo shoots usually waste many products since they paint them, spray glycerine or oil and manipulate the product in general just so it looks perfect in the pictures. It is impressive how they decive the people. This is why products always look better in pictures than live.

There are many ways a photographer can manipulate the lights to create different effects.

Reflectors

Reflectors help you manipulate the light so it goes in different directions and alleviates the shadow.

Snoot

The snoot is like a tube that allows the photographer to control the direction of the light. It creates a spot light effect.

Light Box

The light box is used for close- up's in photography. It allows you to grab good lightning to get detailed photos.

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Hello M A R K E T I N G

10/22/2013

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How different would it be to analyze an ad in it's original location instead of looking at a picture of it and analyzing it on class?

Today we took a filed trip to Jockey Plaza, shopping center, where we looked at different advertisements around the mall. During previous years, in school, I have analyzed many ad's, commercials and pictures in class usually sitting down looking at a projector. Today this was a different experience. GOING to the place makes such a big difference, you actually get to see how the ad is positioned on an specific location to cause a specific impact on the audience. By going to the place I you can even evaluate the reaction of the audience. I was able to look at very cool advertisements and at the same time I learned so many things about effective and ineffective marketing.

It is amazing how many of us are exposed to advertisements day-to-day and we never take the time to think about them or we even learn how to read (understand) them. The people who make these advertisements are so S M A R T. Today I was wowed by many advertisements I saw in Jockey, once I took the time to understand and evaluate them I realized how extremely well thought they were. I would love to take part in the creation of these ad's.

What really stood out to me was how companies think deeply about the displacement , advertisements and distribution of their brand in order to market their products effectively. The adidas store is very consistent and maintains the same patter throughout the store. They have everything in three's just like their logo.

Armani Exchange Marketing Analysis
Context
Spring season is here and the people are switching styles.

Purpose
Attract men/women who are looking for new arrivals for the new season.

Audience
Men and women looking for spring/ summer cloths.

Technique
Alliteration

ADVERTISEMENT
IN JOCKEY PLAZA

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STARBUCKS INVESTMENT!

10/20/2013

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"Great investment after all"

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Marketing 101

10/18/2013

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As we are starting our marketing unit we have begun taking some classes in UPC, a local university, and online, through a marketing course offered by Wharton University, to gain some background knowledge. Taking live and online classes allow us to experience two different ways of learning and at the same time we get the opportunity to evaluate them both, based on our own experience, and conclude which suits us better and the most effective.

The Wharton course is very very different from school since it's online. The course contains different lectures where a teacher, through video, explains different topics. Having ONLY a video from a teacher explaining you a somewhat complex topic is N O T easy. While looking at the first lecture video I was a little stressed because I was so confused at times and I had so many questions I wanted to ask the teacher but she was not there. There was so much information that I couldn't process all of it at once. It was hard because she talked about terms and concepts I wasn't familiar with. I feel that the lectures are 10 minutes of information squished in, this is why it's so hard for me to understand. In a classroom usually a teacher has a lesson plan and she/ he covers it as the day goes and he/she works along with their students. In an online course the teacher creates a video with all the information you need to know and posts it so you can see it, instead of working at the pace of their students, the students are working at the pace of the teacher meaning that they need to catch up with him/her.

Thankfully we had Mr. Topf who paused the video periodically and explained some concepts more in detail. When I think about doing this course alone I get anxious. I would have to google so many things instead of asking the teacher for an explanation. In one hand it might seem a little frustrating and hard but now that I really think about it I feel that I would learn the topic so much better since I am taking the time to research and look for definitions I would have the topic more deeply embedded in my head. Processing information, analyzing and understanding is what really makes us remember something instead if we just try to learn it.

However, I think that it is better to use this course as a reasource. We should use the videos as support to explore topics for in depth instead of following up with the course as it is designed. I really liked how our finance unit worked, in the beginning we learned about basic concepts in class but then we were free to explore everything as we did our project. It would be good to still use the course as a source but not depend fully on it. It was provided by one of the best business schools so it has great information therefore it could be a good tool sometimes.

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Bye Bye Finance

10/17/2013

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We just finished our finance unit by making social responsible investments on the stock market. Out of the 14 companies we researched on we choose the most INTELLIGENT stocks to invest in. We didn't only consider the most solid stocks but also how they were presented and their social responsibility. The companies chosen were:
1. Starbucks (mine)
2. Cisco
3. First Solar
4. Cummins

The energy in the class was E X U B E R A N T everyone was looking for the current prices of their stocks, P/E ratios and betas. When it was time to choose the stocks everyone was defending their company. It seemed like I was on a real business, I really felt that I was working on a R E A L financial investment and I was serving a R E A L costumer. It was exiting but at the same time it was frustrating and scary to see which stocks were gonna get picked. In the real world people compete like this and it was interesting to truly experience this in class.

I have always been surrounded by financiers and economists in my life but I NEVER thought about ever studying or learning about finance like my parents. EVER. However, today I have developed a very curios and interested interested for finance. In the beginning I was a little frustrated since the topic was very hard to understand but now that I comprehend more I really enjoy it. I relish talking about the stock market, looking and comparing stocks and just having daily conversations with my dad about it. It's cool to be able to talk to my dad about professional things too, we usually play around betting on good and bad businesses that will grow in the stock market.

This unit was very very cool and it opened my eyes to a very new world, something I have developed interest in and may possibly like to explore more in depth and maybe study in the future.

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