An integrated marketing communications plan for Warner Music Philippines

• Main Author: Amarra, Anna Isabel Magalona
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4938
• Institution: De La Salle University

This Integrated Marketing Communications (IMC) Campaign is intended as a sustaining campaign of Warner Music Philippines (WMP) in order for it to be known nationally as the music label that delivers the best music tracks and albums with a roster of renowned Original Pilipino Music (OPM) artists. This year-long campaign is scheduled to commence beginning September 2012 until August 2013 and has a budget of Php 8-Million. The marketing mix will be comprised of above the line (ATL) and below the line (BTL) advertising but given more emphasis on BTL focusing on digital and on-line advertising efforts. This campaign is limited to the information provided by the General and Digital Marketing Manager of Warner Music Philippines, the Philippine Association of the Recording Industry (PARI) and legitimate on-line resources and periodicals and will only involve WMPs domestic artists namely: Rico Blanco, General Luna, Never the Strangers, Ebe Dancel and Joey G. By this campaign, Warner Music Philippines hopes to gain the number one spot and be the undisputed leader in the Philippine Music Industry. WMP would be known as the company that offers world-class products and entertainment, influencing more people to buy and support WMP artists since they perceive them as the best.