PesoPay: An integrated marketing communication campaign for AsiaPay Philippines (PesoPay)

Added Title

An integrated marketing communication campaign for AsiaPay Philippines (PesoPay)

Date of Publication

3-2013

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

Donald Patrick Lim

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Milette Zamora
Antonio Concepcion

Abstract/Summary

This paper outlines an Integrated Marketing Communication campaign for PesoPay, a local payment gateway brand of AsiaPay catered to the Filipino market. It also assesses fifteen (15) Chief Information Officers’ (CIOs) Sources of Information, Knowledge, and Perception through an In-Depth-Interview (IDI) research method. Results show that CIOs are the main influencers in choosing a payment gateway and that security is the number one factor they consider in choosing one.

Summarizing the data gathered from the IDI, the researcher examines both traditional and online media to meet three key marketing objectives: 1. building brand image and credibility; 2. customer education and product information; and 3. generating quality leads.

The Know More Fraud campaign will run for six (6) months utilizing six (6) channels: 1. electronic direct mail/newsletter; 2. e-commerce events; 3. website; 4. magazine ads 5. online pr; and 6. sales kits. In addition, this paper analyzes the effectiveness of the suggested marketing mix through the different stages of the campaign.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006247

Shelf Location

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

Keywords

Electronic funds transfers—Marketing

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Embargo Period

10-6-2023

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