An integrated marketing communications campaign for ASPAC Advertising

• Main Authors: Chua, Charito G., Del Mundo, Bernadette D., D. Hui, Winnifred Y., Kim, Hee Won, Ong, Eleanor Lisette S.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18149
• Institution: De La Salle University

ASPAC Advertising Inc. was awarded its 2nd Independent Agency Award for the year 2012. As they celebrate this award, the agency decided to give back by sharing their passion in what they do to small and medium enterprises (SMEs) that, like them, hold a small business as well. ASPAC believes that SMEs should be given their equal footing by being able to communicate their products well, hence it will hold an advocacy project entitled: Passion to Profit: An ASPAC ADvocacy. In this advocacy, ASPAC will be providing SMEs affordable advertising services that depend on the size and profitability of their businesses. For the first run of this project, three businesses from these industries will be chosen: food, beauty and personal care, and natural healthcare products. From the research, interviews, and surveys the proponents conducted, it was discovered that SMEs perceive advertising as an expense their businesses cannot afford because of the uncertainty in return. It was also discovered that small and medium business owners know very few advertising agencies, and are unaware of ASPAC Advertising. The proponents believe that to be fully able to communicate this advocacy to small and medium business owners, the use of digital while having support from above-the-line advertising medium will be effective. The specific objective is to maximize the limited resources of P800, 000 worth of above-the-line media placements while using in-house below- the-line advertisements. This is expected to lead small and medium business owners to apply for the said advocacy. This integrated marketing communications will be making use of inviting and credible tones for this campaign.