An advertising campaign for Botika Binhi
Date of Publication
2005
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Advertising Management
Subject Categories
Advertising and Promotion Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Denis A. Gutierrez
Defense Panel Chair
Jose Luis R. Liongson
Defense Panel Member
Benison Y. Cu
Abstract/Summary
Drug prices in the Philippines are so high that people who are suffering from curable diseases die because they could not afford the drugs they need. In response to this, the Congress passed R.A. 6675 or the Generics Act of 1988 requiring doctors to prescribe patients with generic drugs, enclosing branded drugs with a parenthesis.
Botika Binhi is run by non-government organization, Samahang Manggagawa ng Binhing Kalusugan (SMBK) that aims to help the marginally poor people by assuring accessibility to safe and cheap generic drugs. Although having grown to more than 960 outlets nationwide, Botika Binhi has not extensively advertised itself in the market.
This study aims to help Botika Binhi in mapping the competitive field and determining market opportunities and threats, as well as identifying the role of advertising and promotions.
As found in both quantitative and qualitative researches, proximity shall be the main drive of the communications campaign. Usage, attitude, and lifestyle are among the most important factors to consider in drafting the campaign.
The proposed 6-month advertising campaign will focus on geographic target segments in Metro Manila and Rizal. Mothers shall be target audience the communications campaign that uses non-traditional media such as transit, print and promotional items. The campaign aims at informing and persuading the target market to buy from Botika Binhi.
Abstract Format
html
Language
English
Format
Accession Number
TU16210; CDTU016210
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
67, [39] leaves: ill. (some cols.); 28 cm. + 1 computer optical disc
Keywords
Advertising campaigns; Botika Binhi (Philippines)
Recommended Citation
Ching, A. F., De Vera, L. R., Felipe, J. T., & Mendoza, K. B. (2005). An advertising campaign for Botika Binhi. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18746
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Embargo Period
3-10-2026
