Date of Publication
2011
Document Type
Master's Thesis
Degree Name
Master of Marketing Communications
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Benison Y. Cu
Abstract/Summary
This campaign is created to drive brand awareness of Holcim in the country. Its main objective is to translate its global standards to a value that target customers here in the Philippines can relate to. The campaign uses several media outlets ranging from below the line to above the line advertising. The entire campaign is created under the basis of customer value creation and how a product such as cement can relate to them in a more personal way.
Abstract Format
html
Language
English
Accession Number
TG05421; CDTG005421
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
1 computer optical disc ; 4 3/4 in.
Keywords
Holcim Philippines--Marketing; Communication in marketing; Advertising
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Recommended Citation
Liggayu, M. B. (2011). An integrated marketing communications campaign for Holcim Philippines. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5060
