An integrated marketing communications campaign for WPBA, Women's Philippine Basketball Association

Added Title

Integrated marketing communications campaign for Womens Philippine Basketball Association

Date of Publication

8-2016

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Member

Bienvenido Lorenzo C. Encarnacion
Regina C. Dy
Kady Wilson

Abstract/Summary

The study intends to propose an integrated marketing campaign for the Women's Philippine Basketball Association (WPBA), the first ever professional basketball league for elite female basketball players in the Philippines. The WPBA is associated with the Philippine Basketball Association (PBA).

The aim is to build awareness and hype to the PBA market regarding the presence of a basketball league for women. With the lack of exposure of women's basketball, sponsors may not be willing to take the risk in a new and untested investment. Women basketball players are still dreaming of having their own pro league while the men have it all. With these challenges for the league, the research proposes a campaign that will elicit WPBA brand awareness to the sports industry. This will also give a new kind of enthusiasm to the market through maximized marketing efforts linked to PBA.

The campaign proposed runs for a six-month period and would focus on the following media: digital specifically social media, out-of-home, in-store marketing combined with sales promotions and public relations. At the end of the proposed campaign, it is expected that the WPBA will be considered as the league to watch where the consumers can expect high quality sports entertainment.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06757; CDTG006757

Shelf Location

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

Physical Description

92 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Basketball for women—Public relations—Philippines; Women's Philippine Basketball Association—Public relations

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