Date of Publication

1-7-2022

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 Advisor

Nelson B. Guillen, Jr

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Warren Erving C. Go
Regina Emmanuelle O. Supapo

Abstract/Summary

This is an Integrated Marketing Communications (IMC) plan for a First-Person Shooter video game called Project Xandata that is yet to be released within the year 2022 upon the writing of this research. It is played on the Personal Computer (PC) and is also fully developed by Filipinos from the video game developing studio or company called Secret 6. This IMC campaign plan was initiated to help the product enter and penetrate a very saturated market. Within its first year from its release, the campaign is geared to be mainly communicated within the Philippines only. However, anyone else outside the country that is reached is also always welcome to play it.

This campaign has a financial objective through microtransactions or in-game purchasing. Further supporting this is a general objective of gaining as many players as possible. The core of its strategies is within the realm of digital marketing with a mix of public relations, influencer marketing, and sales promotions as the product is digitally accessible only and its target market spends most of their time online. Another major strategy is to establish and sustain an esports league as the game is a very competitive one. Lastly, a bit of out-of-home advertising and transit marketing is to be conducted as well to reach the target market who regularly go out for work.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

128 leaves, color illustrations

Keywords

Video games—Philippines—Marketing; Internet marketing—Philippines

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Embargo Period

2-4-2022

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