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Events
  • Join us for the ultimate genre mash up as we drop the best hip hop and underground hiphop from all over as well as some of the freshest hard hitting electronic music out today. Presented by DJ Chewby (Pamela Torzan), DJ Snowden (Ryan Snowden) Daybid 1X (David Namkoong), and 90’s Kid (Danial Siddiqui) of the Otis Radio class.

     

  • Come enjoy the awesomeness of Soundtracks from Games, Movies and TV Shows with DJ Tea Time (Joshua Timmons), DJ SurgeMiester (Sergio Betancourt ) and DJ ForGrapeJelly (Steven Escarcega).

     

  • Please join us for our annual Alternative Curatorial Practices panel presented as part of the MFA Public Practice Field Methods course. RSVP

    Presentations by:
    Micol Hebron
    Bettina Korek
    Lucia Sanroman
    Pilar Tompkins Rivas
    and Special Guests

  • Fine Arts presents a lecture by painter Mary Weatherford. She received her BA from Princeton and MFA from Bard. Weatherford has shown at David Kordansky Gallery in L.A., LAxART in L.A., Brennan & Griffin in New York, and Debs & Co in New York.  In addition, her work is included in collections of MoMA, LACMA, Hammer Museum, Museum of Contemporary Art in San Diego, and OCMA.
    All are welcome
    Series organized by Photography Director Soo Kim
  • Cesar Garcia – Director and Chief Curator, The Mistake Room
    Glenn Kaino – contemporary artist
    Kris Kuramitsu – Deputy Director and Senior Curator, The Mistake Room

    In conjunction with Otis’ Creative Action program, Big City Forum presents a series of four discussions featuring individuals who reinvent social space and redefine how we engage with each other.

  • “Foregrounds” is a show exploring how we listen to sounds. It utilizes field recordings by blending songs and spoken word pieces with the soundscapes in which we listen to them – whether it be played along with Los Angeles traffic, the sound of a meal being prepared, or waves at the beach. Presented by DJ Derek (Corn), DJ Nasera (Alayon), DJ Max (Miles) of the Otis Radio class.

     

  • HOT & HE∆VY

    Apr 28| Special Event
    More

     

O-Tube

Advertising Program: Research Tutorial

Step 1: Do you have basic research skills?

To learn the basics of library research, review the Info Lit Tutorials.

Step 2: Clarify Your Topic

Your instructor may give you topics such as:

  • Top Advertising Agencies in Los Angeles
  • Marketing on a Low Budget
  • Trend Spotting
  • Guerilla Marketing
  • Targeting Your Audience
  • Appealing to Emotions in Marketing and Advertising
  • Media Planning
  • Award Winning Advertising Campaigns

These are actually all fairly broad subjects encompassing many smaller topics. Before you can do systematic research, you must first clarify your exact topic. A good place to start is by generating synonyms for that topic.

Why is this important?

Take, for instance the term "guerilla marketing." Just because that term may be well understood within the advertising world, it is not true that it will always used every time someone writes or publishes something that could be considered guerilla marketing. Plus, it may involve many types of marketing. When you do a "keyword" search on "guerilla marketing," only those documents containing those exact terms be found. It's entirely possible that you could miss an excellent book on "product placement" such as: Product Placement in Hollywood films : A History. (See also: How to Clarify Your Topic)

Presumably you are researching topics that are not entirely familiar to you and you may not know the definitions and be able to create a list of synonyms. In this case, you may want to briefly browse some recommended websites. Keep a pencil and paper handy to jot down terms which you can use in your research process.

NOTE: Here's a good tutorial which explains about Researching Companies Online

Step 3: Find Books

Students often rely too much on Google or Yahoo and neglect better tools and sources. To be a competent researcher, figure out for yourself a systematic methodology and become proficient with a variety of tools.
Definitely try the Library Catalog (OPAC). Try a variety of keyword from your synonyms list to get an overview of what books are in the Otis Library. Through the OPAC, you may also discover alternate terms that you can use in searching other places.

Some of results you will find will be to e-books which are available to the Otis Community online. Within the OPAC, you'll see a link and all you need to do is click it to bring up the Ebrary database. You may also go directly to Ebrary, to search 80,000 full-text electronic books. This database contains an enormous amount information. It is geared towards college students.

Step 4: Find Articles in Magazines and Journals

Find a journal article or two. Start with EBSCO Omni. It contains the full-text for 3,100 magazines and journals covering a wide variety of subject areas, including advertising. One of the magazines included in Adweek. Try a keyword search with some of your terms. If you get too many hits, limit it to a subject search.

Step 5: Look in Newspapers

Find a newspaper article or two. Try eLibrary. These databases have full text of thousands of newspapers, plus transcripts of TV news programs and congressional testimony. You'll definitely have to limit your search in some way. Think about an additional term or two to enter as a means of limiting the number of hits returned. The name of a company or a specific type of product would be a specific additional term. As a general rule, the larger the database, the more terms you can enter. (Click here to learn about Boolean Logic and how it works to refine a search.)

Step 6: Try the Web

As a last step, search for content-rich academic/educational websites. Searching the web can be overwhelming. Too much information may, in fact, be more trouble than not enough. If you want to refine your skill or you are having trouble, go to the Library and talk with Sue Maberry, the Librarian. Finding information is her expertise.

Pages ending in .org or .edu may be the best ones, but make sure the author is not a student doing a class assignment or that the page is not simply a course syllabus.