Center for international trade expositions and missions

• Main Authors: Gutierrez, Ma. Marily C., Lao, Melissa A., Tolentino, Reina Liza J., Villanueva, Ma. Imee U.
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16915
• Institution: De La Salle University

This advertising campaign has been formulated to serve as a partial fulfillment for our Marketing Management course. In the same manner, this has been done to aid the promotional activities of the Center for International Trade Expositions and Missions (CITEM). The CITEM, as a government agency, promotes Philippine products to the international market. It aims to achieve excellence in exporting in order to improve the image of the Philippines abroad as well as help the Philippine economy. It also assists exporters in the development of their product, production techniques and the like. In line with this, CITEM designed the Integrated Programs specially for the benefit of the Philippine exporters. This program include seminars, lectures and trainings to update exporters with regards to the latest trends abroad. Our goal for this advertising campaign is to encourage at least 900 registered exporters at the Bureau of Export and Trade Promotion (BETP) to join CITEM. We hope to achieve this goal by using direct mail and print advertisement. The direct mail, which will be sent to 5076 exporters enlisted in the BETP, will contain information regarding the Integrated Programs. The print ad, on the other hand, will serve as a goodwill ad. The whole campaign will run for a duration of one year. It will start in January and end in December. The budget for the campaign is P 1,252,520.15 (P 387,260 for the direct mail medium and P 864,849.15 for the print ad medium). The print ad will appear on one of the top three newspapers intermittently (Manila Bulletin, Philippine Star and Philippine Daily Inquirer) every Sunday while the direct mail, which includes the cover letter and the brochure, will be sent out quarterly. This advertising campaign is subject to an evaluation after one year. Should the campaign produce the desired results, the group suggests to CITEM to continue a revised one for the succeeding year.