An integrated marketing communications campaign for Bank of Commerce Junior Smart Savers

• Main Author: Gloriani, Arabella Kristine P.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Banks and banking
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4858
• Institution: De La Salle University

The Filipino culture gives importance to saving, as evident in the tagalog proverb Kapag may isinuksok, may madudukot . The Bangko Sentral ng Pilipinas defined saving as the discipline of regularly setting aside a portion of one's money for future use, to achieve financial goals, or manage emer...