LEARNING ACTIVITY SHEET _______ (Number)

Name of Student: ____________________________________________________________

Learning Area – Grade Level: ________________________________________________

Date: ______________________________________________________________________

I. INTRODUCTORY CONCEPT
In this lesson, you will be made aware of the significance and value of studying the processes of
marketing and advertising, signage, and graphic design as they all play an important and integral part in
the creative economy.

Read the Information Sheet below then answer the different tasks/activities that follow. You may
check your work and progress afterwards by using the Key to Corrections and/or rubrics for scoring.

II. LEARNIG SKILLS FROM THE MELCs

At the end of the lesson, you will be able to:
1. Understand the different processes and components of arts and design production.

2. Evaluate artistic and design productions based on form, content, context and functionality; and

3. Make an advocacy project/plan.

Advertising and Marketing

It may appear strange at first to consider advertising-or
even marketing for that matter- as being on the same level
with the Crafts, Arts, and Design fields in the Creative
Industries. Advertising and Marketing rely on the selling of
manufactured brands and products; the spending on
Advertising and Marketing in turn fuels television, radio,
and the internet. Advertising and Marketing also fuel
associated industries such as fashion and merchandising,
labor and employment, and back again to manufacturing.
Image source: https://business.inquirer.net/files/2015/02/read0222.jpg

Advertising – is the action of calling public attention to goods, products, or services, especially by
paid announcements.

Ad Agency – is a business dedicated to creating, planning, and handling advertising and promotion
activities for its clients.

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 Typical Advertising Design Process
a. a client or company with advertising requirements invites Ad Agencies to a
briefing of their needs; if the client already has a regular Agency on-contract, they
will invite the Account Executive to discuss the requirements.

b. The AE will develop the Creative Brief which includes the client’s requirements,
analysis of the competition, research material, market data, and other relevant
information.
I. The Pitch
c. The Creative Director and Creatives Team works on the concept and prepares
presentation materials and samples (called “comprehensive studies” or
“compre’s”)

d. The Pitch – the idea and concept is presented to the client for deliberation and
approval; if approved the client awards the project to the Agency or approves it for
production.
a. The AE meets with Creative and the Producer to develop the production plan
including budget, timetable, and output requirements.

b. Creatives produces the necessary reference materials (called “pegs”) and

designs such as logos, color schemes, and copy (the text portion of an ad)
II. Production
c. Producers gather suppliers and work on producing the necessary advertising
materials. These may include photo and film shoots, graphics and print layouts,
and the like.

d. The AE works closely with Production, Creatives, and Media to determine

placement mix, output quality, and that the production schedule is on-track.
a. Ad materials are presented to the client for final approval.

b. Media Planners purchase advertising space from TV, radio, print, online, and
Out-of-Home media channels.
III. Release
c. Ad materials released on various mediums and different markets.

d. The Ad Agency monitors market feedback and the ad’s success in the market
place; feedback is reported back to the client.

Marketing – the process through which goods and services move from concept (idea or plan) to the
customer.

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“4 P’s of marketing”
1. Identification, selection and development of a Product,

2. Determination of its Price,

3. Selection of a Place where the goods or services will be distributed or accessible to the customer,
and

4. Development and implementation of strategies for Promotion which ensure that knowledge and
information about the goods and services reach intended customers.

Signage Fabricators
Signs – are used in daily living to visually communicate information to an intended audience.
This billboard sign featured a wall of living plants that absorbed air pollution.

Image source: https://medodia.files.wordpress.com/2013/09/coke-wwf-billboard.jpg

Typical process of Sign Fabrication

a. Client presents requirements to the Sign Maker, the discuss matters
such as cost considerations, size, placement, and materials to be used.

b. Templates - in most cases a client’s needs can be met by existing

Sign Maker templates and formulas.

I. Concept and Design

c. Design Development – in cases where a client’s needs are outside of
existing templates, the Sign Maker and his related suppliers, would
work together to develop design solutions to the signage requirements.
These may include elements such as specialized lighting, materials,
machinery, or in the case of the Coca-Cola billboard, irrigation and
upkeep of the material.
II. Production a. Graphic Layout - whether by hand and/or by computer, the elements

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 of the sign are drawn or generated on computer.
b. Fabrication – this is the actual sign-making process and involves
carving, molding and forming plastics or other materials, printing of
tarpaulins, and metal design.

c. Assembly – when the individual components have been produced,

they are assembled together in preparation for final mounting; assembly
will also include the installation of electrical wiring for a sign’s lighting
system.
a. Framing – except for the simplest of hanging signs most signage will
require a kind of frame to hold the sign metal. These are usually made
of aluminum or wood depending on the cost and type of installation.

b. Mounting – the actual installation of the sign onto the final position;
III. Installation
components are fitted and secured into place.

c. Maintenance – some Signage Fabricators provide regular

maintenance packages for their clients which include services such as
replacement of worn lighting, cleaning, and repair of damaged parts.

Graphic Design
- the art and practice of projecting and
communicating ideas and experiences using
visual and textual content. The form of the
communication can be physical or virtual
(e.g. electronic or online), and may include
images, text, or graphic forms like shapes
and lines.

Typical Graphic Design Process

I. Brief
a document that outlines the graphic requirements of a client or customer; it
is developed either by the client, or by the designer, and ensures that
a. Design Brief
directions and objectives are clear.
the design team gathers resources and elements that they believe they will
require to begin the design process; these may include survey
b. Planning
questionnaires, or old and existing client materials.
II. Design Process
designers bring ideas together to come up with possible designs based on
a. Brainstorming
the work requirements.

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 b. Prototyping designs are printed or rendered into a form that can be tested by designers.
the design is presented to different stakeholders, clients, or end-users; their
reactions and comments are carefully recorded and analyzed by the design
c. Testing team. This is an important phase as many times what the client or designer
thinks will “work” does not actually work the same with the end-user.
the process of integrating the learnings from Testing into the prototype.
Designers would revise or rework the design to reflect the users’ reactions
and comments; iteration may be as simple as a slight color shift, the addition
d. Iteration
of a line, or sometimes a total rework of the whole project. After Iteration the
design is prototyped again and tested.
III. Presentation
the final design is presented to the client or approving body; more than just a
“presentation”, the Pitch includes the design’s backstory, meaning, and
interpretations – the goal is to get the client to “buy in” to the whole meaning
a. Pitch
of the Graphic Design as this becomes part of their company’s visual
identity.
the approved design is approved for production and is applied into various
forms such as corporate stationery, signage, websites, and product
b. Application
packaging.
after the initial release into the public sphere more data is gathered as to
user reaction to the graphics; this will keep track of any unintended
c. Monitoring consequences or effects, and will allow the opportunity for the client or
Graphic Design teams to introduce alterations or revisions to the design.

III. ACTIVITIES
Activity 1
Conceptualize an advocacy project and the type of signage you would use to promote it. Discuss the
type of signage, its placement/location, and the types of messages or content it would carry.
i. Choose an advocacy (e.g. Anti-drugs, anti-littering, or financial literacy)
ii. Remember that different applications/audiences may mean different signage needs. Hypothetical
applications may be anti-littering campaign in the barangay, anti-drugs advocacy in the city, or financial
literacy program in the school.
iii. Make simple designs for your sign out of simple materials
iv. Explain/discuss your choice of signage solutions on your advocacy audiences.
Materials:
• ½ Illustration Board
• Pencil
• Permanent Marker

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• Coloring Materials

Activity 2
Compare and contrast the layouts of different magazines. Who are the audiences of these magazines,
how do the layouts attract (detract) readers?
Guide to conducting this activity:
i. Print a selection of magazine covers (e.g. Vogue, Cosmopolitan, Candy); preferably have a selection
between those targeting female and male readers, or catering to different topics like fashion and news,
or cars and science.
ii. Compare “apples-to-apples”. Look for similar material to compare (e.g. feature articles, advertising
spreads, or directories and guides)
iii. Explain how the layout, text, colors, and graphic elements vary and differ across different
magazines, and how these differences appeal to their specific target readers. Write your answers on
your study notebook.

IV. EVALUATION
Direction. Choose the letter of the correct answer and write it on the space provided before each
number. USE CAPITAL LETTERS.

_______ 1. The actual sign-making process and involves carving, molding and forming plastics or
other materials, printing of tarpaulins, and metal design.
A. Application B. Fabrication C. Iteration D. Promotion
________ 2. The process of integrating the learnings from Testing into the prototype.
A. Application B. Fabrication C. Iteration D. Promotion
________ 3. The approved design is approved for production and is applied into various forms.
A. Application B. Fabrication C. Iteration D. Promotion
________ 4. These are usually made of aluminum or wood depending on the cost and type of
installation.

A. Brainstorming B. Framing C. Monitoring D. Testing

________ 5. The design is presented to different stakeholders, clients, or end-users.
A. Brainstorming B. Framing C. Monitoring D. Testing
________ 6. This will keep track of any unintended consequences or effects, and will allow the
opportunity for the client or Graphic Design teams to introduce alterations or revisions to the design.
A. Brainstorming B. Framing C. Monitoring D. Testing
________ 7. Designers bring ideas together to come up with possible designs based on the work
requirements.

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 A. Brainstorming B. Framing C. Monitoring D. Testing
________ 8. The process through which goods and services move from concept (idea or plan) to the
customer.

A. Advertising B. Graphic Design C. Marketing D. Signs

________ 9. The action of calling public attention to goods, products, or services, especially by paid
announcements.

A. Advertising B. Graphic Design C. Marketing D. Signs

________ 10. The art and practice of projecting and communicating ideas and experiences using visual
and textual content.

A. Advertising B. Graphic Design C. Marketing D. Signs

V. RUBRIC FOR SCORING (if necessary)

Advocacy Project
Poor Fair Good Excellent
Criteria
1 Pt 2 Pts 3 Pts. 4 Pts.
Shows very little Shows some Shows an Shows a deep
understanding of understanding of understanding of understanding of
the subject the subject the subject the subject
matter and matter but matter and it is matter and its
thoroughly confusion is evident in the greater
misinterprets the evident in some execution of the implications.
requirements. aspects of the proposal or plan. Proposal or plan
proposal or plan. shows
Subject Matter integration of
some advanced
researched
concepts.
The project The project The project The project
proposed is not proposed is proposed is proposed is very
creative, original somewhat original, creative original, creative
or ambitious. creative, original and somewhat and ambitious.
Creativity/Ambition Project has a low or ambitious. ambitious. 3Project has a
potential for Project has Project has a good potential
success. some potential good potential for success.
for success. for success.
Final Product Shows little or no Shows some Shows good Shows excellent
effort, care or effort care and effort, care and effort, care and
creativity. creativity. creativity. creativity.
Project proposal Proposal or plan Proposal or plan Final product is
is sloppy, is finished and is finished and complete and
illegible, turned in, but is turned in on well-presented.
crumpled, rushed and is time. Shows Shows excellent

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 unfinished or poorly good research, research, careful
incomplete. presented. some planning, planning, and
vision, and good excellent
execution. execution.
Proposal or plan Proposal or plan Proposal or plan Proposal or plan
is vague, makes general is well organized, is clear, concise,
disjointed, and sense but and has a and has a logical
shows no sense, requires some sensible flow and structure and
structure of flow. work to organize structure. flow.
Confusing to and structure in Minor elements Work shows
Structure and Flow read, difficult to a logical and may need deep
understand. sensible manner. clarification but is consideration of
otherwise well the execution of
made and ready the project after
for execution. the proposal’s
approval.

Magazine Review
Choice of Material Content Review Layout Review Comparison and Contrast
15 pts. 20 pts. 20 pts. 45 pts.

VI. ANSWER KEY

1. B 6. C
2. C 7. A
3. A 8. C
4. B 9. A
5. D 10. B

VII. REFERENCES
• Author: Garcia, Jag MCDA/ArtDes (2017). Conceptualize, Craft, Create! Creative Industries 1.
Philippines: HAUS OF SERAH PRINTING; pages 28-40
• www.bing.com

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11
Creative Industries 1:
Arts and Design Appreciation and
Production
Quarter 2, LAS 1:
Processes and Components of Arts and
Design Production

Image source: https://www.google.com

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Creative Industries 1: Arts and Design Appreciation and Production – Grade 11 Quarter 1 – LAS
1: Processes and Components of Arts and Design Production

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of the Government
of the Philippines. However, prior approval of the government agency or office wherein the work is
created shall be necessary for exploitation of such work for profit. Such agency or office may, among
other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names, trademarks, etc.)
included in this book are owned by their respective copyright holders. Every effort has been exerted to
locate and seek permission to use these materials from their respective copyright owners. The
publisher and authors do not represent nor claim ownership over them.

Development Team of the Module

Writer : ESTELITA B. UBAÑA

Editor : DARCY GUY Y. MAŃEBO, EPS

Reviewer : DARCY GUY Y. MAŃEBO, EPS

Illustrator : ESTELITA B. UBAÑA

Layout Artist: ESTELITA B. UBAÑA

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