An integrated marketing communications campaign for Bernie Pasamba Music Consultancy
Date of Publication
2016
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
Romeo Catap
Defense Panel Chair
Regina Dy
Defense Panel Member
Shane Aldrin M. Bellare
Jose Luis R. Liongson
Arnold Josue
Abstract/Summary
A wedding is one of the most precious events in ones life. Each one of us, wishes to have the most memorable and grandeur wedding experience in our lifetime. As music can greatly affect to the emotion of a celebration, engaged couple nowadays does not hesitate to get the service of a top-notch professional musician to play for their event.
This campaign addresses to ensure that The Bernie Pasamba Music Consultancy is meant to target the marrying engaged couple segment age 24-35 years old that are working professional. It is very important for the company to position the BPMC relevant to its current target consumers.
Initiate brand consistency and increase booking acquisition sales are the two (2) main objectives of the campaign to be able to rise against the clutter of four (4) competitor brands in the category: Manila Philharmonic Orchestra, Manila String Machine, and Ace of Strings.
To reach on the target audience, the following touch points were used: Digital Media, Direct Marketing, Events Marketing, Public Relations, Print Advertising and Furthermore, Below-the-Line (BTL) such as brand activations through wedding fairs in different areas of Metro Manila were also utilized.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG006764
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
Joya, J. A. (2016). An integrated marketing communications campaign for Bernie Pasamba Music Consultancy. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5220