Date of Publication

3-2020

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

Dave Vincent Mangilet

Defense Panel Chair

Benison Cu

Defense Panel Member

Emily Mones
Ariadne Resontoc

Abstract/Summary

This Integrated Marketing Communication campaign is made for TV network CNN Philippines - the local affiliate of global news organization CNN. It is currently positioned as the country’s only predominantly English-language news channel on free-to-air television. The broadcast company is owned and operated by Nine Media Corporation. To date, CNN Philippines is known to be the home of breaking news on-air and online.

In the age of misinformation, the network wants to position itself as a trusted media organization delivering news that is fair, accurate, and balanced. CNN Philippines acknowledges the digital shift in news delivery and wants to harness the power of social media. Hence, capturing digital natives commonly known as millennials.

In this regard, the proposed IMC campaign aims to form a strategy to create for the remainder of 2020 that will target millennials, ages 23 to 38 (Pew Research Center, 2019), male and female, of socio-economic classes AB and Upper C, working in metropolitan cities. The message “CNN Philippines: News You Can Trust” will reflect on the creative ads and media executions to inform the target market about the brand’s current positioning.

Abstract Format

html

Language

English

Format

Electronic

Keywords

News agencies—Marketing

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Embargo Period

8-17-2022

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