An integrated marketing communications campaign for Darayonan Lodge
Date of Publication
3-2014
Document Type
Master's Thesis
Degree Name
Master of Marketing Communications
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Carmelita M. Walton
Defense Panel Member
Patrick David Cenon
Marilyn L. Nunez
Abstract/Summary
This plan aims to raise awareness and generate more tourists for Darayonan Lodge in Coron, Palawan. Included in this paper is a comprehensive discussion of the tourist inns strengths, unique selling point and why it should be the best choice when it comes to selecting a place to stay in Coron. An in-depth analysis of the tourist inn (its structure and marketing initiatives), its environment, competitors and its target market is also conducted to collect necessary data that would help strengthen the campaign. Consumer insight reveals the target markets desire to avail of value-for-money yet quality products and/or services. The advertising tactics aim to differentiate Darayonan Lodge as one of the best possible tourist inns to stay in while in Coron, owing to its well-trained and capable personnel. The big idea focuses on Darayonan well take good care of you, in communicating the USP to the target market.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG006267
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
1 computer optical disc ; 4 3/4 in.
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Recommended Citation
Esguerra, M. S. (2014). An integrated marketing communications campaign for Darayonan Lodge. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4886