An Advertising campaign for Magnolia flavor house

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

The fastfood restaurants belong to a growing and profitable industry here in the Philippines. The industry caters to all socio-economic classes who prefer ready-to-eat meals. Magnolia Flavor House belongs to this fastfood market. It follows the franchise system, it has a established and familiar name, and it offers a product line which is acceptable to Filipinos. Magnolia Flavor House i the only place in the country that serves the best ice cream preparation at affordable prices. Furthermore, the company provides standard procedures, methods and equipment based on Magnolia Corporation's vision. These are quality products, quality customer relation and quality delivery. Magnolia Flavor House delivers and caters to walk-in customers. However, Magnolia Flavor Houses are known as traditional ice cream houses. The overall approach is to instill an image to our target market that it is a specialty shop that serves the best ice cream preparation. This message will be communicated through mass advertising using radio, print and TV as primary means. The main message will be Magnolia Flavor House-the place that serves the best ice cream preparation.

Our group recommends a media mix based on the following reasons: For radio, the ability of the chosen stations to reach the places where Magnolia Flavor House outlets are present. They are also chosen for their high ratings and ability to reach the target audiences. Radio would also be used to support any promotional activities that Magnolia Flavor House would undertake. For print, newspapers and magazines are chosen because of their wide circulation to ensure that the message will reach people from both high and low income brackets. Selected regional newspapers were also used to strategically reach places where there are Magnolia Flavor House outlets. For TV, the programs are chosen by taking into consideration that they are preferred and widely viewed by the target market. The total cost of the advertising campaign which will run fro six months is P 24,269,529. With TV taking P 13,766,400, followed by print with P 5,756,419 and radio with P 1,653,120.

In order to ensure that the messages are conveyed to the target audience through the channels and programs selected, regular monitoring will be done by both the advertising agency and company executives. The usual UAI (usage, attitude, image) studies conducted on behalf of the company will be a basis for the attainment of the objectives.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09793

Shelf Location

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

Physical Description

50 leaves

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