A proposed advertising campaign for panasonic multi laser disc player

Date of Publication

1994

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 advertising plan developed by the group is focused on Matsushita Electric Philippines Corporation's latest audio-video product--the Panasonic Multi Laser Disc Players.

The ad campaign is specifically designed to create 60% awareness among its target market after the period of one year from launching. The campaign intends to reach 60% of the target market, thereby inducing demand towards the peak seasons (summer vacation and Christmas), wherein an 8% increase in market share can be expected, as compared with the current 2% share.

A dual-media platform (TV and print) shall be utilized. The 30-seconder TV ad will feature Panasonic Multi Laser Disc Players as state-of-the art video equipments offering the latest and most precise features. It would also showcase the versatility of the product through the different functions to maximize utility for the users. The totality of the product as the total family home entertainment system would be carried throughout the campaign. The print ad will just as well adopt the same theme, with emphasis on the versalitility of the product.

Ad placements will include only prime time shows, catering to high-end market, for TV and, major broadsheets for print.

The campaign will run for one year starting March 19, 1995. The plan covers a P 10 million advertising budget-production costs, media placements, evaluation costs for creative pre and post tests, research costs, and contingency money included.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09846

Shelf Location

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

Physical Description

88 leaves

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