TURNING up the volume on advertising, Third- and Fourth-Year Marketing Management and Third-Year Entrepreneurship students held their 2026 Advertising Music Festival, titled “AdPlify: Amplify Ideas on Full Volume,” on Oct. 21 at the Rosendo Herrera Hall as part of their Outcome-Based Education (OBE), showcasing their creativity, wit, and talent as they explored how music and sound can amplify advertising ideas.

Commencing the event proper, Dr. Emmanuel Evangelista, Program Head of the Business Administration and Entrepreneurship Department, explained that the event brought together students from different courses within the marketing and entrepreneurship department to serve as an avenue for collaboration.

“It doesn’t matter how good you are. What matters is how well you get along with others,” he said, stressing that it’s the value that employers are looking for.

Ms. Ma. Charmaine Roldan, creative director of Velocity, DBB Philippines, served as the first guest speaker and discussed the role of sound in advertising.

“You don’t have to write the melody. You have to know the story. You are the storyteller,” she said, noting that composers and sound engineers help bring copywriters’ ideas to life through music and sound.

Ms. Roldan outlined four steps in creating advertising jingles: identifying the business purpose, understanding the target audience, determining the message, and choosing music that conveys the intended message.

The second speaker, Ms. Jennifer Love Reyes, CPM, director for public relations of the Philippine Marketing Association and Corporate Communication, discussed the development of music in advertising.

Ms. Reyes emphasized that music strengthens advertising by amplifying brands and helping them gain recognition. She further discussed the three types of music used in advertising: original songs, which allow creative freedom to develop music based on a brand’s equity; jingles, which feature short, catchy melodies with memorable lyrics that mention the brand name or tagline; and sonic logos or audio signatures, which serve as a brand’s auditory trademark.

“Don’t ever forget that there should always be a human touch to it ‘di ba? It’s not you’re always relying to ChatGPT or any AI app out there. If it’s going to help your work, you know a bit faster, but still you still have to do your fact checking… and all of the details are correct,” she said.

The program also featured the presentation and awarding of student outputs for their OBE activities, including jingles, magazine covers, promotional materials, and teasers.

Meanwhile, in a message, Ms. Maria Luisa Dimaranan, JBMA moderator, shared that the event provided an opportunity for the students to extend their help to Ate Mitch, a security guard in the primary gate who was recently hospitalized.

“The MM-3A, 3B, and the Entrep students have this agreement that we will be helping in a little way para magkaron kami ng fund raising for Ate Mitch, and we thank all our sponsors for giving us the opportunity to help,” she said, followed by a video message of Ate Mitch thanking the students and Ms. Dimaranan.

MM-4A Group 2 won Best YouTube Award. “Juice Ko” from MM-3A received Best Advertisement Concept Paper, Best Jingle Advertisement, and Best Teaser Product. “Fresh Burst” from MM-3A won Best Product Pubmat Poster, while “Burst Up” received Best Product Music Video, Most Engaging Email Marketing, and Most Innovative Product Website. “Freshburst Buddies” won Best Social Media Campaign.

Dr. Precy Baluarte, prefect of student activities, delivered the closing remarks and emphasized the role of communication in advertising. “Advertising is and will always be all about one, communication. All those OBEs are all about creativity, and the last one, it’s always about communication and connection with your audience,” she said.

She further expressed hope that students would apply what they learned from the event as they continue their academic and professional journeys.