An Integrated marketing communications campaign for AyosDito.ph

Date of Publication

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

Donald Patrick Lim

Abstract/Summary

AyosDito.ph is an online classifieds website in the Philippines which was originally a joint venture of Singapore Press Holdings Limited and Schibsted Media Group. Currently, it is equally-owned by the Schibsted Media Group, Singapore Press Holdings Limited and Telenor.

AyosDito.ph was established in 2009. It is a growing brand that aims to provide the users a good buying and selling experience. Over the years, many changes have been made to the website to answer the needs of the users as it gears towards becoming the #1 online classifieds website in the country.

The plan is to run the campaign for one year following its fiscal year from September 2014 to August 2015. This campaign is created to drive brand awareness for AyosDito.ph. The campaign uses several media outlets ranging from below the line, through the line, and above the line advertising. Feedback methods will be implemented after the initial phase of the campaign. Post-promo reports such as focus group discussions and other market penetration data will be utilized to verify if targets were met.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006249

Shelf Location

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

Physical Description

computer optical disc.

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