An Advocacy advertising campaign for the Center for Kapampangan Studies

• Main Authors: Ching, Alexis, Garcia, Karla, Khia, Charlene, Laogan, Melody
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Pampangan (Philippine people); Pampanga > History and culture; Center for Kapampangan Studies; Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10632
• Institution: De La Salle University

This advocacy campaign promotes the Center for Kapampangan Studies, which is a repository of all Kapampangan-related materials. It does not just showcase culture and heritage but bases the materials they acquire from research to study, preserve and promote their culture. As a research center that preserves culture, this advocacy campaign will further advocate the Center and its mission to serve Kapampangans. Through this campaign, the Kapampangans will be aware of the need to preserve their culture and their role to achieve it. This campaign will make the Kapampangans aware of a venue where they would know and learn about their culture. By knowing their culture, they would learn to appreciate it and apply it in their daily life. Doing so would contribute to their holistic development, preservation of their culture as well as contribute to the total development of the Philippine culture. This campaign utilizes print, radio, out-of-home and below-the-line advertising such as viral events and direct mail to promote the Center and execute interactive advertisements on Kapampangan culture that will depict its usefulness to the target market. It is part of the groups marketing suggestion to improve the Centers website and to have programs that would showcase food as it is what they are known for. These proposals would help in encouraging the displaced Kapampangans to connect to the Center so they would know more about their culture. Tying up with the Department of Tourism (DOT), Department of Education, Culture and Sports (DECS) and travel agencies will aid the campaign by including the Center as one of the tourist spots, by including the Kapampangan culture in the academic curriculum and by including the Center in their tour packages respectively. The effectiveness of this campaign will be measured through the number of visitors in the Center by providing a feedback form to know how the people learned about it and through the number of hits on the website.