An advertising campaign for the Davao branding program using tri-media / (Record no. 2804)
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| fixed length control field | 02038nam a22002053a 4500 |
| 001 - CONTROL NUMBER | |
| control field | UPMIN-00006586033 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | UPMIN |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230906144454.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
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| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | UPMin |
| 090 #0 - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (RLIN) | |
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) | LG993.5 2013 C54 |
| Local cutter number (OCLC) ; Book number/undivided call number, CALL (RLIN) | B39 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Bayang, Christine Gay D. |
| Relator term | author |
| 9 (RLIN) | 23532 |
| 245 #3 - TITLE STATEMENT | |
| Title | An advertising campaign for the Davao branding program using tri-media / |
| Statement of responsibility, etc. | Christine Gay D. Bayang |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 85 leaves |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao |
| 520 3# - SUMMARY, ETC. | |
| Summary, etc. | The Davao Branding Program (DBP), a program under the Davao City Chamber of Commerce and Industry , Inc. (DCCCII), is designed to put a brand to home grown products from Davao region. Aside from that, it helps change the attitude of the consumer towards local produce. One problem is that, the consumers do not know that a program like this exists in the region. Thus, the purpose of the program gets defeated. To address the problem, an advertising campaign was created. The advertising campaign used tri-media ? TV, radio, print ? in order to reach a larger number of consumers. In the course of the study, the AIDA Model of Advertising and the Theory of Planned Behavior helped in creating the concept for the campaign that targets the change in attitude of the consumers who were the target, the emotional appeal approach was found helpful in developing the content of the advertising campaign. As what Gary Austin (199) said, ?Successful brands has ridden on emotional strategy to the top?. From that, this advertising campaign study was able to produce a storyboard for a 45-sec TV commercial, 30-sec radio commercial and a print-ad layout for a newspaper for DBP with the theme ?Gawang Lokal, Tatak Worldclass?. It was concluded that having the consumers as the focus of the study, with the aid of the emotional appeal approach, helped in creating an effective advertising campaign. |
| 650 17 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Communication Arts |
| General subdivision | Media arts |
| 9 (RLIN) | 23160 |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| a | BACA - MEDA |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Thesis |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Status | Collection | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Accession Number | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Room-Use Only | College of Humanities and Social Sciences | College of Humanities and Social Sciences | 2013-06-06 | donation | CHSS-T-gd5548 | LG993.5 2013 C54 B39 | 3UPML00024527 | 2022-10-05 | 2022-10-05 | Thesis | ||||||
| Library of Congress Classification | Not For Loan | Preservation Copy | University Library | University Library | Archives and Records | 2016-03-19 | donation | UAR-T-gd2320 | LG993.5 2013 C54 B39 | 3UPML00036676 | 2022-10-05 | 2022-10-05 | Thesis |