An advertising campaign for Campus Radio 97.1 WLS-FM

• Main Authors: Co, Aimeelyn Uy, Martin, Mona Camille S., Orozco, Christina O.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17621
• Institution: De La Salle University

Music is a universal form of self-expression. It can recapitulate the artist's emotions, opinions and character by just a simple harmony of notes and melodies. But more importantly, through the lyrics, it can capture the listener's imagination and in most cases even inspire them. Music transcends all cultural, gender, social or economic biases and diversity. This is as they say the power of music, that it can bring people together, no matter what their disposition in life is and despite their differences. This of course can be seen throughout history, whether you are Asian, African or American, music is ingrained in your life. Be it the latest trends in fashion or technology a big part of these trends is dedicated by music and vise versa. It is a lifestyle and a way of living, so as they say. And incontestably the Filipino culture is no exception to this phenomenon. Our culture prides itself with the originality and quality of music Filipino artists creates. Thus, the reason for the popularity of the radio, where music is being played has also become a big part of the Filipino culture. In line with this, numerous commercial FM stations (see appendix definition of terms) rapidly began emerging in the country. True to the individuality and uniqueness that music promotes, these FM stations play different kinds of music that cater to their respective target market. With the precedent tagline Forever, Campus Radio 97.1 now a No.1 Pop Authority has been the number one pop station in the station ratings. Their target market was focused on college students who belong to the AB and upper C class. However, despite their popularity in the station ratings, the station had been wearily associated with a bad image. Faced with a problem that the company still lacks awareness from the target market that they have, and unable to effectively present an image that is cool and hip, the company reinvented itself. Moreover, the company recently decided to narrow down their target market into the AB social class believing that the company would increase their sales as well as to improve on the image that they have. By presenting an advertising campaign that would reinforce their new and improved image, Campus Radio would hopefully gain patronization from listeners. The main goal of this campaign is to give a clear definition of a new image Campus Radio, by formulating a new tagline it aims to communicate to the target market the right message, and explicitly convey the essence of the radio station. Interesting visuals as well as witty copies are the main components of the advertising executions. Furthermore, an event would also be used in the campaign to relaunch Campus Radio to the target market. The group formulated a media mix within a proposed budget of Php6, 272,631 that tries to reach the target market as efficiently as possible. The media forms chosen for this campaign are the traditional media and non-traditional media such as billboards, posters, etc. In order to achieve this goal, the group conducted surveys and research so as to ascertain the lifestyle of the target market. By the end of the campaign period, the group is optimistic that the company will have a new and improved image that will effectively convey the right message to their target market.