An integrated marketing communications campaign on DZRH

• Main Author: Sebastian, Earl Leonard Einstein Y.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Radio stations > Marketing; Communication in marketing; DZRH > Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4397
• Institution: De La Salle University

This Integrated Marketing Communications (IMC) campaign is designed to effectively communicate the message that DZRH, because of its declining and deteriorating popularity and listenership the years, will be reformatting and rebranding to capture a wider range of audience. The target market is the simple and plain housewife who usually does the household chores. Listening to the radio is their past time. Radio has become their source of news, information and entertainment. They become more aware of what is happening in their environment. DZRH is among the oldest and popular radio stations in the Philippines, having been in the industry for over seven decades, since 1939. DZRH has been credible and reliable on their news broadcast, through there have been perceptions that the radio station has become too boring, traditional and left behind in time. Because of this, it came to a point where it has been losing its popularity to DZMM and DZBB, the radio stations of ABS-CBN and GMA, respectively, which re powerhouses both in the television and radio industry. The campaign will highlight, repackage and rebrand DZRH as a vibrant and dynamic AM radio station that will become a source of entertainment, news and information. It will become a more active station that can captivate a bigger audience, not just in the province but also here in the metropolis. Radio dramas, being an asset of DZRH, will also be a priority since these have always been the unique selling proposition of the station. The media to be used would be internet or online marketing, events marketing, radio advertisements and non-traditional and tabloids. These were considered because we wanted to capture our preferred primary target market which is the typical housewife, in the Class C, D and E level who are staying at home taking care of the children. With a particular amount and budget, the campaign would be able to meet the requirement.