An integrated marketing communications campaign for Loftez Philippines

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 M. Catap

Defense Panel Chair

Jose Luis C. Legaspi

Defense Panel Member

Jose Luis R. Liongson
Shane Aldrin M. Bellare

Abstract/Summary

This paper is an integrated marketing communications campaign for Loftez Philippines. The plan presents marketing communication tools that are socially accepted in the standards of industry and its market.

Loftez is a unique online visual community for Design Professionals and Homeowners. It provides design inspirations to Homeowners by showcasing the craftsmanship and work of art of the Design Professionals. It serves as an avenue for these stakeholders so they could collaborate in creating a greatly designed home.

To date, the Loftez is still in its infancy stage thus, faces awareness problem. There is a risk of being not accepted by the people within the Industry because online referral and leads generation is not the norm unlike the traditional on-ground referral system. Moreover, Design Professionals specifically Architects and Interior Designers must abide with their Code of Ethics.

Due to the stringent structure of the Home Design Industry, the Integrated Marketing Communication Plan is aimed to strengthen Loftez' brand presence and build a strong network among Design Professionals while following the standards and laws within the industry.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06769; CDTG006769

Shelf Location

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

Physical Description

vii, 114 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing--Philippines; Architect-designed houses--Philippines

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