Advertising Plan

Table of Contents

I. Introduction

II. Situation Analysis

a. Strength

b. Weakness

c. Opportunities

d. Threats

III. Key Planning Decisions

a. Advertising Objectives

b. Target Audience

c. Competitive Advantage

d. Image, Personality and Position

IV. Implementation

a. Billboard

b. Radio Advertisement

c. Television Advertisement

V. Evaluation

VI. Budget

VII. Creative and Media Strategy

VIII. Appendices

a. Sample Questionnaire

b. Survey Results

I. Introduction

Ateneo de Davao University is a premier Filipino, Catholic and Jesuit University founded by the Philippine Province of Jesuits in the year 1948. In its 57 years of existence, Ateneo has kept pace with the advancement of the times. Fifty-two years after its foundation, the Ateneo de Davao University stands as a hallmark of education in Southern Philippines.Since then, In an effort to have all the business courses of all levels be vertically articulated and in an effort to integrate the business and governance courses into one school, the Ateneo de Davao University School of Business & Governance. It aims at providing a dynamic learning environment for responsible and humanistic business education, research and administration. It strives to be comparable to the best business schools in the world in the quality of its teaching and research and in its impact. Under its aegis are accountancy, business administration and graduate business programs as well as support programs in computer literacy and research and extension offices. The school distinguished itself in its excellent classroom and out of classroom instruction, experienced and qualified faculty with a business research orientation, and strong academe-industry linkages. It seeks to establish itself as a Center of Excellence in business as it develops competent, development focused and service oriented youth and professionals for business, government and other sectors of the global community. Our target Audience are primarily composed of high school students who are enrolled in different schools located within Davao City. Most of them belong to middle income families, male and female, ages ranges from 15-17.

In introducing the Ateneo de Davao School of Business and Governance program to our specified target . We have come up with three kinds of media's in reaching out our target audience which are billboards, radio advertisement and television advertisement. In introducing the Ateneo de Davao School of Business and Governance program to our specified target audience which are the high-school students within Davao City. Our Billboard conveys to our target audience the pathway towards success and excellence. The road symbolizes the journey in what you can attain and the trophy represents the successes that you can attain in the future if you enroll in Ateneo de Davao School of Business and Governance program. Our Radio Advertisement simply informs our target audience the advantages and benefits in enrolling in Ateneo de Davao School of Business and Governance such as scholarship programs, student support etc.. The message of our Television Advertisement is to persuade young man and women from different walks of life, to enroll and experience the Jesuit systerm of education. Our Television Advertisement depicts young men and women reaching the crossroads of their lives, entering the gate symbolizes their venture towards educational excellence. Upon enrolling in the School of Business and Governance it shows their transformation from being just a student into professionals.

II. Situation Analysis

Strengths

Ateneo de Davao University is a premier Filipino, Catholic and Jesuit University. In its 57 years of existence, Ateneo has kept pace with the advancement of the times. The Ateneo de Davao University stands as a hallmark of education in Southern Philippines. Faculty are compose of fine teachers who excel at integrating teaching and research. On facilities and Technology Ateneo de Davao University clearly has the main advantage Location wise it is very accessible because it is found in the middle of the city.

Weaknesses

The Ateneo De Davao School of Business and Governance although known as producers of top quality graduates, it can't avoid its flaw. The people perceive SBG as their second choice, they believe that they have little chance of having a good income or salary after Graduating from School of Business and Governance programs.

Opportunities

In a fluctuating economy, our country today faces tremendous challenges with the continuing rise of the unemployment rate with The Ateneo De Davao School of Business and Governance programs students will be transformed and mold to be professionals and businessmen in the future, creating more jobs for those who are unemployed. Filipinos are really business minded people, even those who already have work still engage to some other business or what we call "sideline", Having Graduated from an Entrepreneur course, will have a mile of advantage from the rest of those who didn't study under SBG.

Threats

In our unstable economy and especially our politics, because of the high demand of nurses, high school students and even parents nowadays would look for opportunities outside of our country, and what better way to go abroad is by taking up Nursing. The rising of the oil prices, discourages our target audience to enroll under School of Business and Governance because putting up a business is too costly and not feasible.

III. Key Planning Decisions

A. Advertising Objectives

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