An advertising campaign for Teens Healthquarters

Date of Publication

2001

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

Abstract/Summary

Young individuals of today are so preoccupied with attaining the expectations from others that they tend to regard their health as their least concern. More so, being financially limited hinders them from availing themselves of health care services. They feel that the services being offered by present hospitals and clinics are inadequate to their needs.

The Teens Healthquarters (THQ), a program of Foundation for Adolescent Development (FAD), provides services targeting the youth. The program is an extensive and holistic approach to adolescent sexuality, reproductive health and development, combined with information-giving and education, value formation, spiritual aspect, counseling, referral, and medical services. THQ has four sites in Dasmarinas, Cavite Sta. Rosa, Laguna Tarlac and Baguio City.

With regard to competition, THQ does not have primary competitors. On the other hand, secondary competitors include public hospitals and barangay health centers, private hospitals and specialized health clinics, school clinics and guidance counseling departments.

Awareness is a major problem of the Program, thus the need for advertising. There is a need for a thematic campaign that will build the total image of THQ and at the same time a localized effort for each THQ site to support the over-all campaign. The Big Idea for the campaign is For Youth Only.

This advertising campaign for THQ has a budget of P2,000,000 and can still be stretched to P2,300,000. The media vehicles to be used consist of radio commercial and print as for the traditional advertising while street signs, streamers, posters, flyers, comport ads, stickers, brochures and direct mail are for the non-traditional. There are also other creative and marketing recommendations, which serve as extension and support for the traditional and non-traditional advertising.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16463

Shelf Location

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

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