Integrated marketing communications campaign for Allianz PNB Life Insurance, Inc.

• Main Author: Bilon, Gabriel Eli J.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Life insurance—Marketing; Consumer behavior; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/86; https://animorepository.dlsu.edu.ph/context/etdm_market/article/1099/viewcontent/Integrated_marketing2_communications_campaign_for_Allianz_PNB_Life_Redacted.pdf
• Institution: De La Salle University

This study aims to develop an integrated marketing communications campaign for the company, Allianz PNB Life Insurance, Inc., targeting the growing working population of GenZs. The study took into consideration the insights from articles related to the study, and a survey to understand the factors that affect their intention to purchase and how brand awareness impacts the relationship between them. The research study also looked at the different behaviors and technographics of GenZs which played a significant role in developing the creative strategies and executions for the brand.