An Advertising campaign for Columbian Auto Car Corporation (KIA Pride Cars)

• Main Authors: Chan, Candylyn, De Guzman, Sarah Lia, Pedrosa, Agnes, Tolentino, Cherry Lyn
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16828
• Institution: De La Salle University

The group is proposing an advertising campaign for Columbian Auto Car Corporation's KIA Pride. This is primarily geared towards creating a brand awareness campaign that will establish a favorable perception of KIA Pride Cars as to automotive quality and features are concerned. Another objective is to use the advertising campaign as an instrument for establishing a market position as the first car to set the pace. The media objective of the campaign would be to reach 70% of men, ages 30-45 years old, living in urban cities of the Philippines, coming from B and C income brackets. The medium to be used will be solely traditional/classical media namely print and broadcast. The viability and dependability of television, radio and print will be fully utilized. The advertising budget the group has allocated for its advertising campaign is P 38,770.350 which is 5% of the 1991 gross sales P 775,407,000. This budget is divided into: Advertising = 40% Promotions = 45% Research and Development = 10% Public Relations = 5% 100% Evaluating and measuring the effectiveness of this campaign shall look closely on copy testing through focus group discussion and a post test specifically using an effective recognition test. This particular ad campaign initially would have included a video for its television commercials but due to financial and production constraints the group was not able to push through with the plan. The group would just make use of the story board to help them in visualizing these commercials. Also, the amount allocated for the advertising budget was not given by Columbian Auto Cars prompting them to follow a standard method of an estimate for budget allocation.