The Department of Education

Presents

PROJECT MGA KABATAAN

An advertising and development plan proposal

for Silliman University Media and Information Literacy simulation paper by

Baidiango, Gleva Gin B.

Delmo, Sophia Loren R.
Ozoa, Dino
Sencio, Robert Khet

Grade 12 STEAM-F
Pink
We, Baidiango, Gleva Gin B., Delmo, Sophia Loren, R., Ozoa, Dino and Sencio,
Robert. Pledge to be the sole owner of the proposal’s intellectual property. We adhere to
have sought and have retrieved information, studies, interviews, and other necessary means
without adhering to questionable strategies with acts subjected to but not limited to
plagiarism, theft, coercion, and bribery.
We pledge to have retrieved research materials and other references that did not endanger
our safety, health, and reputation.
All stated above are confirmed to be true to the best of our knowledge.
We consent to have our material reviewed accordingly for any violation of the affidavit. If
the paper is subjected to a violation, we consent to a sit-down conference with our instructor
to settle matters regarding the consequences of the violation that may affect our grade
therefore, signing an affidavit of disciplinary and ethical violation to be signed by us and
our instructor and presented to our adviser and to our principal.

Baidiango, Gleva Gin B.

Delmo, Sophia Loren R.

Ozoa, Dino

Sencio, Robert Khet

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 Table of Contents

I. Rationale 4-7
II. SWOT Analysis and
8
Objectives
III. Audience Segmentation 9-10
IV. Media Strategies 11
V. Conclusion

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I. Rationale

Literacy at an Early Age

Literacy is the ability to read and write. According to Nakamura and Stone (2018), “Literacy is a
fundamental skill that serves as the foundation for an individual's future learning and economic
development”. Information that are gained and distributed is mainly because of literacy. Being
able to read and write enables a person to share and gain information. The importance of literacy
is crucial due to the fact that it is used on a daily basis. Literacy is seen in our everyday lives. For
example, when a person texts literacy is present in this kind of activity. According to Burke (2016),
“On average, American adults sent and received 32 texts per day…”

Developing literacy at an early age is proven to be beneficial. Early literacy develops a child’s
communication skills. According to Kelly (2015), communication is a fundamental aspect of
development for children because it gives them a sense of freedom of speech which is key for their
social development. Early literacy development is said to raise awareness of phonics (speech
sounds) and enables a child to apply knowledge when it comes to learning to read. Developing
early literacy is important to children. According to an article, children learn at a much faster pace
in the first six years due to the vital connections in the brain that are made early in life. Early
literacy also has its educational reasons. It opens the door to love of learning. Children become
more fluent in reading, their knowledge of certain things will be greater, and there will be an
improvement in their writing skills which will be then used in the future, and make learning easier.

According to Burton (2013), the major component for literacy development and academic
achievement is parent involvement. Parents should read to children to help them develop their
social skills and help them become better communicators. Reading to a child helps develop their
cognitive skills, it also away for parents to interact and form a stronger bond between parent and
child. According to Perth, “When parents read books aloud to their children from an early age, this
offers notable advantages for children’s vocabulary development. This gives them a broader range
of possible word choices” .It is also a way of educating their children and help them be ready for
the world. Providing education to children is a parent’s obligation. According to Maclean (1997),
Parents are obliged to provide education for their children. Developing literacy by reading to their
children is a stepping stone of education. Parents should read to their children as early as three
years old for early literacy development.

Literacy Development in The World

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Programs and activities are held in different countries for the development of early literacy. A
study shows that the UK implemented a program called “Read Write Inc Phonics” this program
targets children 4-6 years old to learn to read and write, and also help those who are in need of
catching up in reading and writing. There is a special educational program called LAC or the
Learning Assistance Centre. The program is “implemented by the American Institutes for Research
(AIR) and Juārez and Associates (J&A) and financed by the U.S agency…” (LACreads). The
program aims to enhance early literacy from different places, such as, Dominican Republic,
Guatemala, Haiti, and several others. A study conducted by Smith, Stone, and Comings (2012),
finds that children in Ethiopia are not learning to read well before completing primary school. An
article by Roser and Ortiz-Ospina (2013), presents a statistical data between the literate and
illiterate around the world. It is said in their article that there is an increase in the literacy rate over
the course of time. In the 1820 only 12% of the global population could read and write. Now, only
17% of the world remains illiterate. Within the last 65 years there has been an increase in the global
literacy rate by 4% every 5 years. During the 1960s the literacy rate was 42% and by 2015 it went
up to 86%. The world has identified the importance of literacy which is why there is an increase
in the global literacy rate, thus providing a greater chance for improvement within nations.

Parent reading to a child is said to help them develop their literacy. According to Baker “This
practice increased to 40 percent in 2016 from 30 percent in 2014 among parents who read aloud
before their baby is 3 months old. The research also showed that more parents of 3- to 5-year-olds
are reading aloud frequently, with 62 percent of these parents reading aloud five to seven days a
week, compared with 55 percent in 2014.” According to Baker, it is true that there is an increase
of parents reading aloud to their children, although when the child reaches 5 years old parents seem
to diminish reading aloud to their children.

Literacy Development in Asia

Asia is the largest amongst the seven continents. It is also the most populated place in the world.
As of now, there are over 4 billion people residing in Asia. Asia is composed of 5 major regions—
Southeast Asia, East Asia, Central Asia, and Southwest Asia. Asia, as the largest continent,
currently has 48 countries in it. The countries that are part of Asia has contributed and made a
great impact in the world. When it comes to literacy development the 48 countries contributed by
collaborating with organizations and associations to develop programs and activities.

The literacy development in Asia-Pacific region has made great progress. During the period
between 1920 and 2016 adult literacy rate rose from 46% to 72% in South Asia; from 64% to 81%
in West Asia; and from 82% to 96% in East Asia and South-East Asia. Furthermore, the young

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literacy rate has also increased throughout the years. Above 80% to close 100% in East and South-
East Asia, from 80% to 90% in West Asia, and from 59% to 89% in South Asia. (UNESCO
Bangkok and Pacific Regional Bureau for Education). The increase in the literacy rate has many
factors, one of which is the project and activities that are studied and developed by different
organizations and associations. The ATLAS or The Active Teaching and Learning Approaches in
School is an example of the projects. The ATLAS aims to improve the quality of teaching through
participatory and child-centered teaching and learning methodologies. This project mainly affected
the parts of SriLanka. Most projects for the development of literacy is a collaboration of
organization and associations. The ILA or International Literacy Association is an association
whose interest is to improve literacy development in the world. The ILS conducts outreaches for
them to gather data, and help in improving and providing strategies for better and effective
teachings. The ILA was able to do an outreach in Singapore. According to ILA, they developed
curriculum and materials for teachers at Kid's Peak LTD in Singapore. The group's project targets
3 to 6 years of age. The goal was to develop confidence, good vocabulary, and be able to produce
great communicators. The ILA also made a collaborative work with the Ministry of Education
(MOE) of Oman. Their goal concerns the development of “high quality, nationwide, sustainable
literacy professional development program to enhance the capacity of the Oman MOE.” The
literacy rate of Asia has greatly improved due to the projects that are done by NGOs, Government
Organizations, and Associations that gives and has identified the importance of literacy, and that
it must be developed.

Literacy Development in The Philippines

The Philippines is an archipelago, it is made up of 7,641 islands. The current population of the
Philippines is 104.9 million.

According to Philippine Information Agency, “Per literacy 96.5 percentage of Filipinos were
literate, an improvement from 95.6 percent in 2008.” The reason behind the high literacy rate of
the Philippines is due to the establishment of schools in areas without schools, the kindergarten
law, which makes attending kindergarten a requirement. “Parents are the primary educators of
children.” (Villegas, 2017). He also stated that the improvement of parenting has a larger impact
in the academic lives of children than improving classroom quality. The Philippines takes
education sees education as a huge opportunity for their children. Parents in the Philippines read
to their children and involve themselves in their academic lives, knowing the importance of
education and literacy.

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Kincaid's Model of Communication

Challenges and The development group

Hindrances: envisions to increase the
number of parents that
Children tend to watch reads to their children as
videos instead of early as three (3) years old.
listening to their parents
read.

To persuade parents to read to

their children as early as three
years old.

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III. SWOT ANALYSIS

SWOT ANALYSIS
STRENGTHS WEAKNESS OPPORTUNITIES THREATS

Supported by the Parents have no interest. Participants Insufficient funds

government which is
the Early Childhood
Care Development
(ECCD).
Articles, posters and Some people find it Advocates Only a few would
blogs about benefits hard to understand read article, blogs and
for early literacy and have no interest in posters would be
development. reading. easily damage by the
changes of weather
UNICEF (United Poverty Organizations Some people would
Nations International find hard to reach far
Children's Emergency places.
Fund) partnered with
the government in the
Philippines and
supports for providing
quality education for
early childhood
learners.
There is a law People don’t read or Allocated budget Due to poverty, a lot
implemented by the know about the said parents can’t afford
government which is law and have no food, transportation
about children ages 0- interest and materials for
4 years old have the his/her child
right to be
accommodated by the
ECCD.
Children with Lack of teachers Schools that offer Lack of teachers
disabilities also have special education for
learning facilities children with
accommodated by disabilities.
DepEd.

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III. Audience Segmentation

Innovators

The innovators will be proposing a plan to convince the parents to read to their children as

early as three for early literacy development.

Early Adopters

The Department of Education explore thy selves to early childhood professionals that

recognizes the importance of language and literacy in preparing children to succeed in school

where the population comprises about 13.5% and are the organizations, schools and universities.

Early Majority

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 20% of the population goes to the barangay officials and to the city mayor. Their thoughts

and power by planning about the early literacy development will be of great help especially that

they are on a high positions.

Late Majority

Parents needs to support their children to be trained and understand the knowledge for early

care and education settings. They must support their children in explaining their children’s rapid

growth of language learning, curiousity in things, other skills and solving a problem. The late

majority itself contains 34% of the adopters.

Laggards

These are the people who doesn’t support nor having an idea of what does early literacy

development means. The population of the Laggards contains 16%.

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IV. Media Strategies

Media strategy can be defined as the usage of an compatible media mix in order to achieve
desired and optimum outcomes from the advertising campaign. It plays a key role in advertising
campaigns. Media Strategy is designed to achieve the above mentioned target but the budget is
always kept in mind. Marshall Mcluhan stated that we are compulsive by alter in media and
communication technology. It performs a huge impact that influences the individuals and our
point of view in society.

Target Audience

This frames who you want to reach via social media networks. companies need to understand
their core audiences. for example: personas, profiles and demographics. To identify any new
customer types that you want to attract based on your products and services.

Three types of social followers:

Loyal
The regular customers who are already connected to via social media. If you want to retain them
as a loyal customer, to increase their purchases and engagement with your social profiles,
Existing
The customers that have shopped with you before but aren’t regular shoppers and haven’t
connected to you in social media. If you want to nurture them and to bring them closer to you
online and to increase their purchase rates.
Potential
Individuals who have never visited to your websites or purchased from you but who are regular
online shoppers, and users of social media.

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 V CONCLUSION

THE INNOVATORS

By the use of advertisement

strategies and movements like
the conduction seminars and
trainings, the group will be
enlightened thus increasing
the percentage of audience to
support the said movement
 Looking for more
Encouraging
advocates to teach kids
parents to let their
 Having a Facebook,
children go to
Instagram and Twitter
school as early as 3
page for awareness
years of age

 Partner with other

 Apathetic Individuals
community
organizations that  Poverty
supports early childhood  Lacking of teachers
education
 Looking for more
advocates who are
willing and are
professionals to teach
kids

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11
 References

Teach reading early. Retrieved from http://www.teachreadingearly.com/benefits-of-early-

reading.php.

Burke, K. (18 May,2016). How many texts do people send every day (2018). Retrieved from
https://www.textrequest.com/blog/how-many-texts-people-send-per-day
Kelly (13 July, 2015). Supporting children’s literacy skills in early years. Retrieved from
http://www.earlyyearscareers.com/eyc/latest-news/supporting-childrens-literacy-skills-in-the-
early-years/.
Joyce, A. (16 February, 2017). Why it’s important to read aloud with your kid, and how to
make it count. Retrieved from
https://www.washingtonpost.com/news/parenting/wp/2017/02/16/why-its-important-to-read-
aloud-with-your-kids-and-how-to-make-it-count/?noredirect=on.

Merga, M. (24 February, 2019). Commentary: Want your kids' to improve? Read aloud to
them. Retrieved from https://www.channelnewsasia.com/news/commentary/want-kids-
vocabulary-improve-read-aloud-to-them-11246298.

The importance of reading to you children. Retrieved from

https://www.all4kids.org/2017/03/03/importance-reading-children/.

Maclean,M. & Eekelaar, J. (1977). The parental obligation a study of parenthood across
households. North America: North Western University Press.
Malipot, M., (2018). DepEd amends policy on kindergarten education. Retrieved from
https://news.mb.com.ph/2018/04/21/deped-amends-policy-on-kindergarten-education/.

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