An Integrated marketing communications campaign for AyosDito.ph

• Main Author: Revilla, Fritzie Ann V.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4915
• Institution: De La Salle University

AyosDito.ph is an online classifieds website in the Philippines which was originally a joint venture of Singapore Press Holdings Limited and Schibsted Media Group. Currently, it is equally-owned by the Schibsted Media Group, Singapore Press Holdings Limited and Telenor. AyosDito.ph was established in 2009. It is a growing brand that aims to provide the users a good buying and selling experience. Over the years, many changes have been made to the website to answer the needs of the users as it gears towards becoming the #1 online classifieds website in the country. The plan is to run the campaign for one year following its fiscal year from September 2014 to August 2015. This campaign is created to drive brand awareness for AyosDito.ph. The campaign uses several media outlets ranging from below the line, through the line, and above the line advertising. Feedback methods will be implemented after the initial phase of the campaign. Post-promo reports such as focus group discussions and other market penetration data will be utilized to verify if targets were met.