J. Romero & Associates

• Main Authors: Ordona, Edlyn M., Verzosa, Nina Monica M.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17564
• Institution: De La Salle University

J. Romero & Associates (JRA) is one of the leading all-Filipino advertsing agencies in the country. It has existed for more than forty years and is in full operation without any foreign partners. Its services include general advertising, graphic design, public relations, sales promotions, events management, and research. After two months of in-depth study and analysis, the proponents aim to establish JRA as the advertising agency known for its innovative and strategic approach to advertising services where both current and potential Clients are valued the most. It also aims to increase billings and at the same time, to acquire more Clients. These goal and objectives may be achieved through the service development programs designed by the proponents, which revolve aroud the tweve (12) steps of the Strategic Customer Care Process. This process is intended to target specific Clients and add value to their businesses by providing tailored, differentiated service. Because of the increased efficiency of service provided by JRA, it would be easier for the Agency to attract new and potential Clients. Aside from the service development program, the proponents also provided pricing program which include relationship and good-value pricing strategies. For the advertising program, the proponents came up with print ad, brochures, flyer/poster, and website. The public relations program focuses on news releases in relation to the service development programs proposed. The promotional program concentrates on value and pricing promotions for the Clients. these programs aspire to help JRA in providing better quality services to its current and potential Clients. The proponents also included illustrations and analysis of service models for JRA, which may be valuable in going through the service plan. After which, an investment plan is listed for each recommended program, including the estimates of profitability from year 2002 until year 2011. Lastly, an evaluation of results is prepared for each program and for JRA itself. A time frame of these programs is also integrated.