An institutional ad and reading campaign for The Filipinas Heritage Library

• Main Authors: Cheng, Cindie Bernice G., Uychinco, Janelle L.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17665
• Institution: De La Salle University

Filipinos are not a reading public. Book readership is generally low and public libraries are more often than not, under budget and operating under functional conditions. Until Filipinos learn to like reading and turn it into a beneficial habit, libraries have no means to earn and maintain itself to the best modern standards. In attempt to remedy this, this thesis proposes two advertising campaigns. An institutional advertising campaign and a reading advertising campaign for the Filipinas Heritage Library. The purpose of the Institutional Ad Campaign is to create an awareness regarding the organization's existence and the services it offers. This is to further expand its client base and increase revenue. The Reading Campaign, on the other hand, is part of a project of the Library. It is treated as a social marketing campaign for the organization to create goodwill in society. It aims to promote reading as a habit to the general public targeted mainly to the youth. Considering budgetary constraints and for practical effectiveness, the thesis proponents have utilized traditional and non-traditional print media as its main medium. For the Institutional Campaign, a budget of P2,336,137.51 is required to complete the campaign that would last for a total of twelve weeks for its traditional placements and a year for its non-traditional placements. For the Reading Campaign, a budget of P2,227,806.16 is needed for a campaign that will last for a period total of twenty-two weeks for its traditional placements and also a year for its non-traditional placements.