Walnut Asia Pacific Corporation (WAPCO): A corporate advertising campaign

• Main Authors: Bilbao, Ignacio R., Chu, Peter, Chua, Marilyn, So, Nessie
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16805
• Institution: De La Salle University

Walnut Asia Pacific Corporation is a management consultancy firm based in Manila. The company specializes in providing state-of-the-art entertainment products and services through its affiliation with Laser Media Incorporated. WAPCO's target market profile for commercial laser light shows is between 60-80 potential companies ranging from large to small scales as estimated by representatives of WAPCo. The market was further reduced down to size, nature of business, and the accessibility of the Target Company. There are no known local competition offering the same services at the time of the research. Internationally however, members of the International Laser Display Association (ILDA) and other autonomous companies varying in size, marketing capabilities, and pricing based all over the world can be considered as indirect competitors of WAPCo. Because of the current size and capabilities of WAPCo's marketing staff and the projected impact of the proposed advertising campaign, the general marketing objective of WAPCO is to increase the present number of clients between three to five clients for the next eight months. To achieve this, an informative 5 and 10-minute video presentation featuring laser light shows is necessary to show the primary service being offered by the company. Brochures, company manuals, ad mailers and a web site were created for marketing support and promotional needs of the company. The creative strategy of WAPCo would be focused in generating awareness within the target pool of companies of the perceived futuristic world coming unto us. The message shall be directed toward the target person defined to be either primary or secondary target person. The latter would be the decision-maker of the company and the former would be the person or group of people in charge of the marketing or public relations of the company or organization. The media objective is to inform companies about the current trend in entertainment, which is laser light applications and that it is currently being locally offered through the services of Walnut Asia Pacific Corporation. WAPCo when described as a person would be futuristic, creative, and exciting. It could be further visualized as the Lawnmower Man (See Appendix C). The tone and mood of advertising shall be towards the high-tech, fast paced and larger-than-life type of setting but shall be made reachable by the target persons during the client presentation.