An integrated marketing communications campaign for Pure Nectar

• Main Author: Buenaventura, Marco Joaquin D.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Fruit juices > Philippines; Juicers; Advertising > Philippines; Consumer education > Philippines; Consumer behavior > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5244
• Institution: De La Salle University

This integrated marketing communications campaign is curated for Pure Nectar, a cold-pressed juice brand, a new-comer in the Philippine juice market. It was formally launched earlier in 2015 by its mother company, Fruit Magic. So far, the biggest challenge for the brand is spreading awareness among...