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_aArino, Christine Diane C.; Dema-ala, Crisant S. and Meily, Myra Joy R.
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_aA Proposed Ad Campaign Plan for Arce Dairy Ice Cream /
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_cArino, Christine Diane C.; Dema-ala, Crisant S. and Meily, Myra Joy R.
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_c200446
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_c28 cm.
_a58 pp.
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_atext
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_aunmediated
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_aThesis: (Bachelor of Mass Communication)- Pamantasan ng Lungsod ng Maynila, 2004.
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_aAbstract: This study is about a brand that has been around for years and has won awards for their quality but still has not known by the public - Arce Dairy Ice Cream. This study was conducted to help introduce and promote Arce Dairy Ice Cream through an advertising campaign. The campaign is expected to capture a significant share in the market. The researchers distributed questionnaires to families residing at Meadowood Executive Village, Bacoor, Cavite to know the status of Arce Dairy Ice Cream to the consumers. When the results have been obtained, the researchers recommend Arce Dairy a tri-media advertising campaign. The theme of the advertising campaign is the value of sharing Television advertisement for Arce Dairy consists of everyday vignettes of life accompanied by Share Tayo, the proposed Arce Dairy jingle. The said jingle would also be used for radio. The Print version of this proposed advertisement campaign would be of four versions: children, young adults, grandparents and family, all enjoying Arce Dairy Ice Cream.
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