An advertising campaign for PHILCITE Star City '92

Date of Publication

1992

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

PHILCITE Star City '92 is performing well in the Christmas carnival industry. In fact, it is considered the market leader pioneering the Subastahan, the Baratillo and the Toys and Gifts Fair concept. However, its competitors are not only Christmas carnivals but also other recreational centers such as shopping malls, amusement parks of different shopping centers and the Fiesta Carnival in Cubao.

This advertising campaign wishes to inform the target market that PHILCITE Star City '92 is preferrable than other amusement parks. It also wants to induce first-time visits as well as encourage frequency of visits of previous patronizers. Thus increasing visitor attendance by 46%. It positions itself as a place familiar and high technology.

In line with the objectives, the group has been tasked with formulating an advertising plan given the following parameters:

a. Media spending should not exceed P 5,000,000.

b. The campaign will be using tri-media--TV, radio and print

c. Advertising period should cover two months beginning November 3, 1992 to December 31, 1992. It will run simultaneously with the operation of PHILCITE Star City '92.

d. Creative copy projects that PHILCITE Star City '92 is a dream land. This message will be conveyed using the tag line, Live Your Dreams at PHILCITE Star City '92.

The group's advertising budget was based on approximate figures given by PHILCITE. Production, media and research costs totaled P 4,786,743.

After the advertising campaign, a survey will be conducted to evaluate the effectivity of the plan and to see if immediate and long-term objectives were met. Future advertising efforts will be based on this study.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09688

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 v. (various leaves)

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