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Theses

Thesis/Dissertation Collections

8-1-1987

Master of fine arts degree programs marketing and

communication programs

Araya Srikanlayanabuth

Follow this and additional works at:

http://scholarworks.rit.edu/theses

This Thesis is brought to you for free and open access by the Thesis/Dissertation Collections at RIT Scholar Works. It has been accepted for inclusion in Theses by an authorized administrator of RIT Scholar Works. For more information, please contactritscholarworks@rit.edu.

Recommended Citation

(2)

AThesis Submitted to theFacultyof TheCollegeofFineandApplied Arts inCandidacyfortheDegreeof

MasterofFine Arts

MasterofFine Arts Degree Programs

Marketing andCommunication Programs

(DemonstrationProject)

ArayaSrik-anlayanabuth

(3)

Professor R. RORerRemington

Professor Robert P. Keough

Professor Joe A. Watson

date

~/'1

Y7-date

(7

·87

date

Professor Philip Bornarth, Special Assistant to the Dean for

Graduate Affairs

date

?t~~

/<1'1-Dr. Robert H. Johnson, Dean, College of Fine and Applied

Arts

I, Araya Srikanlayanabuth, hereby grant pennission to the

Wallace Memorial Library of Rochester Institute of

Technology, to reproduce my thesis in whole or in part. Any

(4)

1 Preface

2 Thesis Proposal

3 Introduction

7 MarketingProposalandPlan

8 A. MarketingandAdvertisingObjectives

9 B.MarketingandCommunication Research

17 C.Target Audiences

19 D. Media

21 E. Impacts

22 F. Images

23 G.Creativity 27 NotesandSketches

45 Final DesignPublications

(5)

Thebodyofthis thesisisdivided intothreeparts.

Partone contains amarketingproposalandplan, the

introductionto theproblem and objectives ofthemarketing

program, reseach, anditsresults.Italsoincludescreative conceptswithplans and strategiesconcerningimages,impact statements and media.

Parttwoconsistsof somedesignobservations and some

translationsof creativeconceptstovisualimages.

(6)

Thepurpose ofthisthesiswillbean attempttosolve a

graphic designproblemwhichwillbean efforttoproducea

creativemarketingand communication program.Inthis demonstrationproject,Iintendtodevelopa set of

publicationstopromotetheMasterofFine Arts Degree ProgramsattheCollegeofFineandAppliedArts,Rochester

(7)

MasterofFine Arts degreeprograms are offered atthe

CollegeofFineandAppliedArts,RochesterInstituteof

Technologyineleven particular areas of study: ceramicsand

ceramicsculpture, glass,metalcrafts andjewelry, weaving

andtextiledesignandwoodworking andfurniture design in

the School for AmericanCraftsmen, graphicdesign,

computer graphicdesign,industrialandinteriordesign,

medicalillustration,paintingandprintmaking intheSchool

ofArtandDesign.

Theobjectives oftheprogramaretoofferaprogram of

graduatestudy forartists, craftsmen, teachersanddesigners

toimprovetheirunderstandingand skillsindesign,materials

andprocesses, andtoallowforchoices inpersonal

expressionand extendcareeropportunities.

The MasterofFine Arts degreeisnormallyearnedintwo

years offull-time studywiththecompletion ofa minimumof

90credithoursonproficiency levels (Baverage). The

requirements alsoincludethepresentation of an acceptable

thesis: ashow of an originalbodyofwork, and awritten

reportillustratedwithphotographs ofthework.Approvalof

thethesisisrequiredbytheThesisCommitteeandtheDean

(8)

recommendation ofthegraduate admissionscommittee which

examinestranscripts,references,a portfolio and astatement

of purpos.Thecommittee proposesappropriate actionto the

Dean.

Intheadmissionprocess,correspondencebetweenthe

student andRITwillbeconductedthrough theAdmissions

Office,accordingto thefollowingprocedures:

1. Inquiriesabout,and applicationsfor, graduate

study aredirectedto theDirectorofAdmissions,Rochester

InstituteofTechnology.

2. The Admissions Officewill acknowledgethe

inquiryorapplication,instructingthestudentasto the

informationrequiredbytheschool ordepartmenttowhichhe

or sheis applying beforetheadmissioncanbemade.

3.Oncea studenthasmadeformalapplication,the

AdmissionsOfficewillprepareanapplicantfolder for himor

her.Allcorrespondence and admissiondatawillbecollected

by theAdmissionsOffice,and placedinthe applicant's

folder. Theapplicantfile folderwillincludeanRIT

application,previous college andsecondary schoolrecords,

applicabletest scores,recommmendations andother

(9)

school ordepartmentforaction.

5. Whena schoolordepartment hasmadeadecision

ontheapplication, thisdecisionandtheapplicant'sfolder

willbereturnedto theAdmissions Office.

6. The Admissions Officewillnotifythestudent of

theadmissiondecision.

7. Academic department mayinformallyadvise

non-matriculatedstudents,butnoformalprogramofstudy

canbeapprovedpriortomatriculation.

8. The formalprogram willbe laidoutbythedean's designee (departmenthead,coordinatoror programdirector,

etc.) andistheonethatmustbe followedby allstudents

applying foradmission or readmission.

Inmostcases,thecorrespondencebetweenthestudent and

RITortheschoolis donebymail.Efficientpublications of

RITand oftheschoolsentto theapplicantwillstimulate the

interestoftheapplicant,create a goodimpression,andplaya

very importantroleinthedecision makingoftheapplicant It

islogicalandunderstandablethat theapplicants to theSchool

ofFine andAppliedArts, who areartists,designers and

craftsmen,would expect thepublications fromtheschoolto

bewell designedratherthanmerebearersofinformation.

(10)

shouldbemadetohelpothereffortstoaccomplishmore

(11)

A. MarketingandAdvertisingObjectives

B.Marketingand communicationresearch(questionnaire)

C. Target audiences

D. Media

E. Impacts

F. Images

(12)

Theoverall aim ofthemarketingeffortistopromotethe

MasterofFineArts degreeprograms oftheCollegeofFine

andAppliedArts, Rochester InstituteofTechnology.This

effortbytheCollegeofFineandApplied Arts is designedto

reinforce other efforts intendedtoproliferate asuccessful

admissions process.Theexpected accomplishmentofthis

effortisthatitwouldencourage more studentstoparticipate

intheprograminthefuture.

The advertisinggoals ofthemarketingprogramcanbe

divided intotwoparts:

1. The primary demand istocreate a goodimpression andan

awarenessoftheMasterofFine Arts degreeprogramsand, tostimulatethedemandandinterestofthe targetaudience.

2. Theselectivedemand istoinformthe audiencewithboth

generaland specificinformationandenableittoobtain

(13)

Toobtaintheadequatedata, asurveyquestionnaire,

comprised ofinvolvedquestions about targetaudiences and

theMasterofFine Arts degreeprogram,wasdeveloped.

Thisquestionnaire containssixteenquestions which were

designedforthemainpurposeofcollecting datathatwould

beusefulinthedesignprocess.

Thisquestionnaire method was utilizedtogatherdata from

firstand secondyeargraduate students attheCollegeofFine

andAppliedArts,Rochester InstituteofTechnologyin 1986

- 1987.

Eightyquestionnaires weredistributedonDecember

5, 1986through mailfolders.Completedquestionnaires

were collectedbetween December6, 1986andJanuary 12,

1987.Fortyeight questionnaires (sixtypercent)were

returned.

Otherresearches weredone by interviewingthe associate

deanofCollegeofFineandAppliedArts,Dr. Peter

Giopulosandbygathering information fromtheexixsting

materials ofCollegeofFineandAppliedArtsandRochester

InstituteofTechnology.

Theresultandanalysis weredivided into fourparts; target

(14)

Questionnaire

Thisquestionnaireisa part of the researchforthegraduate

thesisingraphicdesignentitled: theMarketingand

Communication ProgramfortheMastertofFine Arts Degree

Programs. Theobjective ofthis demonstrationprojectisto

developnewpublicationstopromotetheMasterofFine Arts

degreeprograms atCollegeofFineandAppliedArts,

Rochester InstituteofTechnology. Yourcooperationin

completingthis questionnairewillprovideusefulinformation

thatwillhelpme towardthatgoal.

Pleasereturnthecompleted questionnairetomymailfolder

(FADC-6 :Srlkanlayanabuth,A.). Yourtimeand attention

willbe greatlyappreciated.

Araya Srikanlayanabuth

1. Your Major:

2. Age:

3. Wherewere youlivingwhen youappliedtoRIT ?

4. Whatwere youdoing beforeyoucametoRIT

(15)

C. craftsman D.teacher

E. other( )

5.Hadyoualready a specific majorinmindbeforeyou

appliedtoRIT ?

Yes No

6. Afteryou receivedtheinformationfromCFAA,did it

make you changeyourmind aboutyour major?

Yes No

7. Yourfirst information aboutRITwasfrom ...

A. afriend B.a teacher

C. anarticle D.a directmail

E. otherRITpublications

8. What didyou getfrom CFAAwhenyou applied?

A. RITGraduate StudyBrochure

B. CFAA Brochure

C. Graduate Art Education Poster

D. MFA Degree Leaflet

E.Poster,brochure orleafletaboutyour

department

F. other( )

9. Toyou,howimportantwas itthat thosematerialbewell

designed?

A. very important

B. important

C. notnecessary

(16)

Yes No

11. Theoverallqualityoftheinformationyou receivedfrom

CFAA was ...

A. verygood B. fair

C. poor

12.Theoveralldesign qualityofthematerials you received

fromCFAAwas ...

A. verygood B. fair

C.poor

13. Whatarethe twomostimportantreasons thatmade you

chooseCFAAatRIT ?

A. location B. program

C. its renown D.faculty

E. equipment F. other

14. What is theimageofCFAAtoyou?

A. high-tech B.practical

C.creative D. artistic

E. colorful F. theoretical

G. other( )

15.What doyouthinktheimageofCFAAshouldbe ?

A. high-tech B. practical

C. creative D.artistic

E. colorful F.theoretical

G. other ( )

(17)

Questionnaireresults

Agesofthetargetaudiences

20-25 33.34%

26-30 29.17 %

31-35 27.08 %

36-40 2.08%

41-45 2.08 %

46-50 6.25 %

Theplace of residencewhentheyappliedtoRIT

New York State 31.25%

Rochester 29.17%

OtherState 10.41%

Other country 10.41 %

careerbefore comingtoRIT

designer 33.34 %

student 18.74 %

artist 16.67 %

other 16.67 %

craftsman 8.34 %

teacher 8.34 %

Majorchosenaccordingto thepreviouscareer

(18)

change 31.25 %

Targetaudienceshadspecific majorsinmindbeforethey

applied

yes 100 %

no

Targetaudiences changedtheirminds abouttheirmajorsafter

receivinginformationfrom CFAA

no 95.83 %

yes 4.17%

ThefirstinformationaboutCFAA

afriend 37.51 %

ateacher 27.08 %

anarticle 20.83 %

otherRITmaterials 10.41 %

adirectmail 4.17%

Materialsreceivedfrom CFAA

RIT GraduateStudy Brochure

62.58 %

MFADegreeLeaflet 54.17%

CFAABrochure 31.25 %

(19)

Theimportanceofthedesignofthepublicationsfrom CFAA

very important 62.50 %

important 35.42 %

notnecessary 2.08 %

Informationreceived was adequate

no 56.25 %

yes 43.75 %

Qualityoftheinformation

fair 75.00 %

verygood 16.67 %

good 6.25 %

poor 2.08 %

Qualityofthedesign

fair 64.58 %

verygood 18.75 %

good 14.59 %

poor 2.08 %

Themostimportantreasons theychoseCFAA

program 84.34 %

itsrenown 33.34 %

location 31.25 %

(20)

faculty 14.58%

Accordingtotargetaudiences imagesofCFAAare

practical 77.08 %

high-tech 5S.33 %

creative 33.34 %

theoretical 25.00 %

other 8.34 %

Accordingto targetaudiences., imagesofCFAA shouldbe

creative 87.50 %

artistic 54.17 %

practical 52.08 %

high-tech 45.83 %

theoretical 37.50 %

colorful 14.58 %

ether 4.17%

ExpectationfromearningMFAdegree

togainbetterunderstanding 35.58 %

tobeabletoteach 33.34 %

(21)

C.TargetAudiences

The MasterofFine Arts degree istheterminaldegree inthe

professional areas andispresented asproof ofahigh levelof

professional competenceinthevisualarts. According tothat

fact,theMasterofFine Art Degree Programs wouldcover a

widevarietyoftargetaudiences.Themaingroup isthe

peopleinart,designand craft careers whoholda

baccalaureatedegree inafieldofthearts witha major

concentrationinart, arteducation,orindustrialartseducation

withthesmallergroup inotherfields. Theprogramprepares

artists,designers andcraftsmentooperatetheirownstudios

andshops, toworkin businessandindustryandto teach at

thecollegelevel.

Thefindingfromtheresearchindicatesthat theage oftarget

audiencesliesbetween20and30years old. Intheprevious

year,morethan halfofthemwerefrom New YorkStatewith

the sameamount ofstudentsfromotherstates andother

countries.Mostofthemalready hadspecificmajorsinmind

beforethey appliedtoRIT. Their first knowledgeaboutthe

CollegeofFineandAppliedArtscamefromteachers and

friends withonlytenpercentsfromthe college'smaterials,

and,according to this target group, thequality (of both

(22)

Placeswheretargetaudiencesmightbereached:

1.Educational institutions.

2. Private studios or shops.

3. Private homes.

4. (Art, designandcraft)professional organizations and

conferences.

(23)

D.Media

Mediawhich are nowinuse amongcolleges anduniversities

topromotetheirprograms couldbe divided intotwomajor

kinds.Directmediaisthemedia sentdirectlyfromthecollege

oruniversityto a student.Manykindsofpublications such

asbrochures,booksandphotography arenormallyused. In

some programs thiskindof media mightincludeslidesora

computerdisk. Indirectmediaisthatusedbythepublicfor

thechance that the targetaudience might come acrossit Most

oftheseare posters and magazine ads.

Themediathatwillbe bestutilizedto transmit themessageto

themarketinthiscaseisthesame asthatmentionedabove.

SinceRITusestherollingadmissions procedure,this media

shouldbe designedtoenable year-rounddistribution. A

Four-stepcontactisproposedformediastrategy coordinating

withadvertisingobjectivesandtheadmissions process (see

page4 ).

Firstcontactisfortheprimary demand (seepage8):

1. magazinead

2. (public)poster

Secondcontactis forthe selectivedemand (seepage8):

1. brochure

(24)

3.directmail poster

Thirdcontactisfor both demands:

1. department leaflet

2.applicationform

Fourthcontactis fortheapplicantthatisacceptedto the

program:

1.personal attentionletter

(25)

E. Impacts

Fromthe marketingresearch,themostpersuasive reasonthat

targetaudiences usetochoosetheCollegeofFineand

Applied Arts istheprogramitself (seepage 15);itmeans

theirdecisionsare realistic andbaseonappropriatereasons.

Fromthisanalysis,it isreasonabletoassumethattheappeal

which willbeutilizedasthemotivating forcetostimulateand

persuadetargetaudiencesisregionalappeal. Butsince there

is also ahighpercentage of emotionalimpactandexpectation

(seepage 15),itisappropriatetouse emotional appealas a

minorimpact. Theseappealswillbetranslated to thecopy

(26)

F.Images

Asshown bythemarketingresearch,targetaudiencesfeel

that thepresentimageoftheprogramisnot effective enough.

From thestudy, thetwostrongestimagesoftheprogram

indicatedbytargetaudiences arehightechnology and

practicality.Itis agreedthatbothareappropriate,butas a

resultofthestudy, itwasshownthat targetaudiencesfeel

thatitwouldbemore effectiveif theprogramalsohad

creative and artisticimages. Theseimages; creativity, artistry,

practicalityandhigh technology,willserve asthekeywords

(27)

G.

Creativity

In viewing graphicdesignastheprocess ofproblem-solving,

Iseetheconsequence of a problem asprevalent.First,the

nature oftheproblem shouldbeinspected,studied and

understood.Eachproblemhas itsowncharacter;there isno

"perfect"

solutionthatcanbeappliedtosolveevery problem.

Eachsolutionis,more orless,theresult of research.This

"fact",whenproperlyused,illuminates the"what"ofthe

problemand atthesametime, impliestheappropriateway(s)

tosolvetheproblem.

The marketingandcommunication programisthekindof

projectthatneedsaveryfunctionalsolution. Itisreasonable

toprocessitsystematically.Forthisthesis,theproblemhas

beenpinpointedanddefinedsincethebeginning,theoverall

aimandtheexpected accomplishments werealsodefinite (see

page ). The marketing andadvertisingobjectivesledtothe

studyofthe target audiences, theirages, educations,

expectations,etc.Throughthe questionnaire, target

audiences wereused as themainresourceforneededdata.

Thisquessionnaire andotherresearch,whichwasconducted

inaverylimitedtime,areanattempttouncover neededfacts

andprove what was already suspected.Images, impacts,

mediaandthiscreativitywereplanned and reliedfirmlyupon

(28)

Fromthefinding, keywords which willprovidethe visual

images theeffectivequality tofulfillthemarketingobjectives

are creativity, artistry, practicalityandhightechnology.In

ordertocreatetheawareness ofthe(MasterofFine Arts

degree) programs, the transmissionofthese imagesmustbe

forcefuland continual.Theapproachthatseems appropriate

andfeasibletomeetthisrequirementisanidentityor unified

system.Allthepublicationswillbedesignedtoblendwith

eachothertoformone strong imageoftheprograms.

1. Copy andText

The headlineorthesloganforthepromotionis "the Master

ofFine Artsdegree,thefinal steptoprofessionalism".This

emotional appealheadlinewouldcapturetheinterestofthe

viewers and atthesametimecommunicatethemainpurpose

oftheprogram. Italso allows the text toprovideinformation

andfacts abouttheprogram.

2. Identification

Topromotetheprogram,the"brand" name shouldbe

establishedforthepurposeofremembrance. 'MFAat RIT'

is

thechosen nametobepromoted.The nameiseffortlessto

rememberboth fromhearingandseeing,italsolooksand

sounds symmetricalwhich,indepth,represents theformal

aspectofstudy inthegraduateprograms. Theestablishment

(29)

Intheshort termitwouldhelpunify theelements ofthe

publicationstogether.Inthelongterm,aftersome periods of

promotionitwoulddevelope a social awareness.

3. Format

Allpublicationswillsharethesame structure:thename

"MFAat

RIT'

atthe top, CollegeofFineandApplied Artsat

theright,theheadlineandtextatthebottomwiththeimages

atthecentertocaptureinterestElementswillbe harmonized

ontheconstructional gridthatwillbe designedforall

publications.Thisconstructionalgridisusedtoensureavery

strong formateventhougheach publicationhasadifferent

compositeunitgrid.

4.color

Colormustfunction semantically,syntacticallyand

pragmatically.Manycolorsfrom bothcoolandwarmtones

willbeused.The principlein choosingcolors is based

strictlyonthefourkey words.Thisregionalrepresentation,

givesthepublications aninterestingand personal look,and at

the sametime,conceptuallyannoucestheimagesofthe

(30)

Publications ofthedesignproject

1.magazine ad

2. (public) poster

3. MFA degreeprograminformation (directmail)poster

4. graduatebrochurecover

(31)

NOTES ANDSKETCHES

Thesketchesonthefollowingpages arethedevelopmentof

animagethatwillbeusedfora magazinead,publicposter,

mail poster and graduatebulletincover.

This image is usedasthecenterofinterest Itworks as atool

toattract viewers'eyes atfirstglace.Developmentofthis

image isan efforttotranslatefourkeywordswhichrepresent

theMasterofFine Arts degreeprograms; creativity, artistry,

practicalityandhightechnology. Sincetheprograms cover

manyaspects ofart,designandcrafts, adevelopmentof an

illustrationthatcould representthemall willtake along

period oftimeandtheresultwillbehardtoevaluate.A

feasiblesolutionthatis suitablefor bothtimeand subjectis

theuse oftypography.Theuppercaseletters; M,FandA,

whichare theabbreviationfortheMasterofFine Arts degree

programs, actveryappropriately as avisual solution.

Themainidea in developingtheimage is using largetype

withadimensionalmix.Largetypealways gives a surprise

effect.The curiosityof viewers isprovokedwhenthey

encounterawordthatis toolargetoignore.This visual

solution is alsomadeintentionallyambiguousbyusing

two-dimentional objectsinteractingwiththree-dimentional

(32)

graphic tool;brightcolors. Manycolorsin bothwarmand

cooltones arechosentoenrichthepsychologicalimpactand

emotional effects.Thesebrightartistic colorsprovideasense

ofhope and expectation.This mixoflarge types,dimension

andbrightcolorswouldgives averystrongeffect ofgetting

viewers'

attention.Thesethreeelementsthenworktogether

(33)
(34)
(35)
(36)
(37)
(38)

Thesketches inthefollowingpages aretheexamplesofthe

imagesthatwillbeusedonthecover ofthedepartment

brochures. (These areimages forthedepartmentof graphic

designandthedepartmentof medicalillustration.)

Developmentoftheseimages followtheideaofusing

(39)
(40)

stage2 :

(41)

The

following

page showstheconstructional grid (inred)

(42)
(43)

Thefollowingpage shows theconstructionalgrid (inred)

(44)

22"

(45)

The followingpage shows theconstructional grid(inred)

andthecomposite unit gridforabrochurecoverand

(46)
(47)

Thefollowingpage showstheconstructional grid(inred)

(48)
(49)

FINAL DESIGNPUBLICATIONS

Page46:magazine ad

Page 47 : publicposter

Page 48 : directmail poster(frontside)

Page 49 :directmailposter(backside)

Page 50:graduatebrochurecover

Page 5 1 : departmentmaterial(frontcover)

(50)

L

ii

gas* IffftflnalH

18

MFA RIT

The MFADegree..

the 1iii.ilstep In

D|u"*.l^.! , .' ' ..':

'

professionalism.

~'E';=:

mmandInl,..orOMIgr.,ml ndJ.wtlry. WMVIngnriO1-uilil-)

Jgn inth Sthool (or *mo'<^

OAliirN-* York 14673

,opNcOMlgn.

H

(51)

in

ThoMPA Degree...

the finul-lepIo u___I^Jl__.R_i(-n-,o'i^, -Iw!-^

profcsslimalism. r^mu^a**^,,^,

(52)
(53)
(54)
(55)

e n I of

..I

u.

(56)

\

<C

(57)

- m- E

O 0)oro,

i S S_

61;s

;oi* s

,I

9> H Sals oQ.3

o >38 si

(58)

CONCLUSIONSAND RECOMMENDATIONS

Conclusionseminatingfromtheresults oftheanalysis show

thatinordertoachievethemarketingand communication

goals,effectiveimagesoftheMasterofFine Arts degree

programsmustbeestablished.Inordertocreatethose

images,asystematicstepbystepapproach wasused.

Throughthescope ofdesignpublications,thedesignprocess

wascarriedout onthebasisofthefindingsproducedbythe

investigation.

This demonstrationprojectwasdone withavery limited

amountoftime andresources. Itwas suggestedforthereal

projectinthefuture (onthemarketing and communication

programfortheMasterofFine Arts degreeprograms)todo

more research ontheinflunceofthepublications received

fromtheschoolbytheprospectivestudent. Relevant

additionalinformationaboutcompetitorsshouldbegathered

and morestudyoneffective mediashould alsobe

undertaken.

Academically,thisdemonstrationprojectisanexample ofthe

waystosolvea graphicdesignproblemItisrecommended

forsimilar projectsinthefuturethateffortshouldbemadeto produce reliabledata,andthat designprocessshouldfirmly

(59)

BIBLIOGRAPHY

Berryman,Gregg. NotesonGraphicDesignandVisual

Communication, reviseded.Los Altos: William

Kanfmann, Inc., 1984.

Giopulos,Peter. AssociateDean;CollegeofFineand

AppliedArts,Rochester InstituteofTechnology,

Rochester,New York. Interview, 27 October 1987.

Nelson,RoyPaul. The DesignofAdvertising. 5thed.

Dubuque: WM. C. BrownPublishers, 1985.

Newcomb,John. The BookofGraphic Problem-Solving.

New YorkandLondon: R. R. BowkerCompany,

1984.

Rand,Paul. A Designer'sArt.NewHaven andLondon:

YaleUniversity Press, 1985.

RocheaterInstituteofTechnology.GraduateProgram

Brochure.New York: RochesterInstitute of

References

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