An Integrated marketing communications campaign for I Want TV!

• Main Author: Biagtan, Ruby Ann
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4945
• Institution: De La Salle University

This paper is an integrated marketing communications plan using different marcomm tools for I WanTV. I WanTV is a local website featuring ABS-CBN, Studio 23, and some cable channels program shows through video-on-demand and livestreaming. Local and foreign movies are also available on the website. Currently, IWanTV is the top 1 local website in the Philippines with over 2.8 million registered subscribers. It is garnering more than 30 million page views monthly. However, statistics shows minimal increase of email registration on the succeeding months of July as compared to previous months. Also, there is a decline of page views on the second half of the year. Furthermore, Be Careful with my Heart ended on mid-November due to market saturation. This show contributes the highest percentage of page views on the website. Though there are remaining good program shows on the website, page views are expected to drop dramatically as a result of its absence. Competition is also tough as there are many websites to visit online. The aim of this marketing campaign is mainly to increase brand awareness and trial for nonusers as well as induce usage and repeat visits for subscribers. The message I WanTV! Never miss it! will reflect on the creative ads and selected media as to persuade audience to visit the website.