The Effects of RCBC's national discipline for a green Philippines ad campaign

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 Rizal Commercial Banking Corporation, in line within it's current thrust for the creation of the Philippine Dragon, launched last September 1992 an intensive marketing campaign dedicated to the preservation of the environment. This research paper set out to determine what exactly were the effects of such a campaign on the generating bank awareness and social responsibility.

By early as 1993, RCBC had improved significantly in the areas of aided and unaided bank recall, and aided and unaided ad recall. They had overtaken the industry in both categories, and as a direct result of the campaign, they had drawn non-client individuals into the bank premises, allowing for an increase in bank exposure.

More than that, RCBC has made a momentous change in the public's environmental consciousness. Surveys have shown that more people are realizing the importance of preserving Mother Nature, and a good number of them are motivated and willing to instigate programs to help the cause.

Areas for further study include image and deposit generation, as RCBC's image in terms of commitment to the country had totally overshadowed that of the industry. In a recent survey, the bank's image to the public was depicted as the Dragon Bank and the Environmental Bank , thus already capturing their desired goals.

The bank increased considerably in the areas of deposits, loans and profits. The year following the environmental campaign's launch posted a 32% increase in deposits as compared to the industry's 23%. Recent surveys also revealed that a good proportion of the bank's clients had opened accounts primarily due to RCBC's environmental efforts.

It can truly be said that environmental campaigns are trends for the future. For almost any corporation, this play can provide almost immediate and desirable effects for both the promoter and the public.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09873

Shelf Location

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

Physical Description

54 leaves

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