An advertising campaign for the healthy skin tour

Date of Publication

2002

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carmelita B. Masigan

Abstract/Summary

This thesis paper comes as a recommendation material for the advertiser and is not a complete advertising plan for the product of the brand. Although the brand is mainly a consumer product, it is currently running an independent campaign for an event. During the proponents exposure to the activity of the advertiser, she has been focused toward the core activity of the brand the Vaseline Lotion Healthy Skin Tour. Due to the fact that the advertiser already has an existing advertising campaign being aired today, the proponents has been directed in the activity of the brans as well as the promotional side of the tour.

The proponent's task is to assist in the analysis the current operation of the tour, learn about the opportunities of the brand for the tour and come up with recommendations on how to improve the current set-up and operation. Some recommendations have already been given during the course of the practicum program which are already being implemented.

One of the key issues observed by the proponent is the lack of awareness for the activity. Although the activity was in full size and its geographical coverage was extensive, only a small number of the market knew about the activity. Because this is the current issue that needs to be addressed at the moment, the proposed campaign would only run for the first three months of the succeeding year.

The proponent's task then is to find means of effectively hitting the target market and efficiently utilize the limited budget for the activity by maximizing the cost per hit.

Due to limited budget of the advertiser, there is no concrete advertising plan for the brand. Instead, the proponent has been challenged to find ways of utilizing all existing media materials and plans as well as maximizing the opportunity of the tour. Creative executions would only include Creative Sponsorships and Promotions for radio and the Educational Booklet for print, which will be discussed later on.

Media scheduling and strategy would depend on the existing advertising schedule that is currently followed. Unfortunately, the information cannot be reviewed by the public, even for school purposes to retain the confidentiality and strategy of the brand. Schedules to promote the tour in local radio stations are also not available since the schedule for next years tour has not been finalized yet. It should not be expected therefore, that the proponent will come out with distinct and clear cut dates and schedules for its advertising efforts. The Healthy Skin Tour advertising campaign is only riding with the brand's core advertising campaign and all media components are dependent on the availability of pro-bono plug-ins and promotions.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16410

Shelf Location

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

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