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Pana’s thrust: Foster partnership within the ad industry

 

 

The Philippine Association of National Advertisers (Pana), on its 50th year, recently held the induction of its new set of officers for 2008. The ceremony was held on January 31 at the Conservatory, the Peninsula Manila. 

The new Pana president, Charmaine Canillas, the advertising and promotions director of Petron Corp., led the rest of the board of directors comprised of vice president Margot B. Torres, the vice president for marketing of Golden Arches Develepment Corp.; secretary Jones Campos, public-relations head of Globe Telecom; treasurer Maricar Yabyabin, marketing manager of Abbott Laboratories; public-relations officer Yasmin Mallari, integrated marketing communications director of Coca-Cola Export Corp.; auditor Charlie Manio, advertising and promotions director of Cebu Pacific Air; and directors Abigail Chan, vice president for marketing services at Citibank, N.A.; Yolanda Crisanto, assistant vice president at Metrobank; Dr. Karen de Asis, marketing faculty at De La Salle Professional Schools Inc.; Atty. Danilo Macatangay, director for legal and external affairs at Johnson & Johnson Philippines; and Joseph Pineda, business unit head of Century Canning Corp. 

In behalf of Press Secretary Ignacio Bunye, Undersecretary Martin Crisostomo delivered the keynote address. He highlighted the role of the advertising industry as the government’s partner for social and economic progress. “I fervently believe that, with our collective efforts, we will be able to achieve our common goal of a stronger and more vibrant economy, a more empowered citizenry and a robust, internationally recognized advertising industry.” 

Presidential Management Staff director general Cerge M. Remonde led the Pana board of directors and Pana Foundation board of trustees in taking their oath of office. He extended his congratulations to the elected officers and implored the . . .

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Editor's Take

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As an entrepreneur, you should know how important an executive summary is. Though basically, executive summary gives out pieces of information, but its main purpose does not end in informing alone. Executive summary is the starting selling point because it should sell your products and services. 

What would be a better way of describing the value of an executive summary? It should wet the lips of your target market. Your written executive summary should not just be gripping enough that your potential audience could hardly resist, but be sold out with your ideas. 

Executive Summary is the summary of your business plan, providing your readers with a sneak preview, a teaser like a movie trailer. 

If you are writing your executive summary, it should include these seven points:

· The Grip. Like in any article, particularly in journalism this can be your nut graf. It sells the value or emphasizes further your idea[s]. In songwriting, it's the hook. 

· The Problem. Present a huge problem, whether it can be currently existing or still emerging. And with this, you are already establishing your Value Proposition. 

· The Solution. Here be specific on what your company is offering. Remember to every problem, there is a solution so take this part to sell further. 

· The Opportunity. There is a saying, in every difficulty, there is an opportunity. In this part, you should provide the basic market segmentation, growth and dynamics, plus how many people or companies, how many bucks, how fast the growth, and what is driving the said segment. 

· Your Advantage Over Competition. In every industry, there is a competition. Now highlight your Unique Selling Point or USP here. 

· The Model. This is for prospective investors or partners. This is how the networking businesses became instant successes. 'Show' not just 'tell' how your business can grow in a short span of time. How you can generate revenues and all. 

· The A-Team. Any effort is not just a product of a single being, but is composed of a highly dynamic and diverse force. Any business success is attained because of the people behind it all. Assuring your clients and partners that you have a team that they can truly trust, then it already sends buying signals. 

· The Direct Link. After selling all the points, never ever miss out on the basic information. Give away your contact details, e.g. contact numbers, email addresses, and your Website. 

To sum it up, an executive summary is a tool to sell and not simply to tell tales. It should connect, create that impression, boost your products and services and with the promise of bringing more sales.

Post Script: Photo taken from www.ehow.com

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