An integrated marketing communications campaign for Holcim Philippines

• Main Author: Liggayu, Margaret Mary B.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Holcim Philippines > Marketing; Communication in marketing; Advertising; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5060; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/11898/viewcontent/Holcim_IMC_Campaign_by_Margaret_Mary_B._Liggayu2.pdf
• Institution: De La Salle University

This campaign is created to drive brand awareness of Holcim in the country. Its main objective is to translate its global standards to a value that target customers here in the Philippines can relate to. The campaign uses several media outlets ranging from below the line to above the line advertisin...