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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