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 resear ...