Date of Publication
2023
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 Advisor
Noel Sajid Murad
Defense Panel Chair
Rayan Dui
Defense Panel Member
Segundo Barrameda, Jr
Abstract/Summary
This study aims to develop an integrated marketing communications campaign for the company, Allianz PNB Life Insurance, Inc., targeting the growing working population of GenZs. The study took into consideration the insights from articles related to the study, and a survey to understand the factors that affect their intention to purchase and how brand awareness impacts the relationship between them. The research study also looked at the different behaviors and technographics of GenZs which played a significant role in developing the creative strategies and executions for the brand.
Abstract Format
html
Language
English
Format
Electronic
Keywords
Life insurance—Marketing; Consumer behavior
Recommended Citation
Bilon, G. J. (2023). Integrated marketing communications campaign for Allianz PNB Life Insurance, Inc.. Retrieved from https://animorepository.dlsu.edu.ph/etdm_market/86
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Embargo Period
1-29-2024
