An integrated marketing communications campaign proposal for Aksyon

• Main Author: Eblamo, Mark Angelo Gonzales
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Television programs > Rating; Communication in marketing; Marketing > Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4867
• Institution: De La Salle University

In the Philippines, television broadcasting has been the primary source of entertainment and public information based on Nielsens Consumer and Media View study. It shows that newspaper readership (broadsheets, tabloids, and regional newspapers) remains stable over the past year with around 14 percent of people in National Urban Philippines being yesterday readers. Radio listening shows an upsurge from 53 percent listeners to 62 percent in the past year, while TV viewership exhibits slight increase from 93 percent to 95 percent over the past year. Television in the Philippines has long been dominated by the big three television networks such as ABS-CBN, GMA and TV5 in providing significant amount of programs to each of their affiliates, including newscasts in prime time, daytime and late night programming. TV5 produces news programs that compete with its rival networks ABS-CBN and GMA7, such as the flagship news program titled Aksyon with a tagline Higit sa Balita, Aksyon. It has four editions: Aksyon sa Umaga (morning, at 5:00 am), Aksyon sa Tanghali (noontime, at 11:30 am), Aksyon (primetime, at 6:15 pm), and Aksyon Tonite (late-night, at 10:30 pm). Aksyon shows from morning to late night consistently ranked third in the rating next to ABS-CBN and GMA. Based from the last quarter of 2015 rating comparison, the rating of Aksyon Sa Umaga ranges from 0.01 percent - 0.02 percent from the period of December 23 31, 2015. Umagang Kay Ganda of ABS-CBN ranges from 0.06 percent 1.4 percent and Unang Hirit of GMA with 0.09 percent 1.4 percent rating. Data shows that Unang Hirit has the highest rating in the morning block. For the lunchtime block, Aksyon Sa Tanghali rating ranges from 0.05 percent - 0.07 percent. For the primetime block, the rating of Aksyon Prime ranges from 1.3 percent 2.2 percent, TV Patrol, 7.5 percent 9.4 percent, and 24 Oras, 6.9 percent 8.9 percent. On the late night block, Aksyon Tonite got 0.2 percent 0.7 percent, Bandila, 1.4 percent 5.0 percent, and Saksi, 2.9 percent 4.0 percent. The marketing plan for Aksyon aims to strengthen brand awareness, to make it top of mind of the viewers and increase the program rating to be palatable to advertisers. The author believes that through the development of a comprehensive marketing communications campaign for Aksyon, the program can help shift the current consumer behavior and achieve sustainable program rating beyond trial phase in the long run. To attain the objective of raising awareness of Aksyon among its target viewers, the brand will utilize a combination of different marketing communication tools and maximize all the assets of the network. The 9 months marketing campaign will need 10,000,000.00 pesos to execute the plan. It will be strategically allocated in touch points most relevant to the target market: 1) Above-the-line (ATL) TVC & Radio 2) Digital Social Media & Banner Ads 3) Events Marketing Medical community and community brand activations 4) OOH Advertising.