An integrated marketing communications campaign for Inquirer.net

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

Donald Patrick L. Lim

Defense Panel Chair

Jose Luis C. Legaspi

Defense Panel Member

Roy Amparo
Raymund C.S. Soberano

Abstract/Summary

Publishing has been operating in a digital environment for years since the emergence of the Internet in the Philippines. From over 8 Million Internet users out of the total 91,641,881 population in the Philippines last 2009, the number of internet users significantly grew to over 47 million of the total 101.47 Million Population in the country as of January 2016. Because of this digital development that created a vast effect in the print industry, usage wise, publishing companies have started to consider having a digital alternative of their newspaper or whatever product a company has that is tactile.

Pioneering the digital shift last 1997, Philippine Daily Inquirer, the country's most widely-read broadsheet newspaper, has created its own digital component through INQUIRER.net. Following the online trend, publishing companies have now evolved to offering multimedia services. However, the struggle now is establishing companies a distinct arm with the same format or brand DNA. Social Media and other app-driven services are considered competitors.

Despite carrying the brand legacy of Inquirer, the challenge to secure a dominant market share in terms of online engagement and reach remains to be a problem for INQUIRER.net. Though there's an effort to rebrand its design, it's imperative for INQUIRER.net to clearly communicate its value position and change the reader's mind-set on Inquirer that's affecting the image of INQUIRER.net.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006791

Shelf Location

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

Physical Description

94 leaves ; illustrations ; 28 cm. ; 1 disc ; 4 3/4 inches

Keywords

Marketing--Management; Inquirernet; Digital electronics; Digital communications

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