ABAN, JESSIE GENE L.

BAPR 4-1D

Ramon Magsaysay Award Foundation

Recognizing Asian Excellence Inspiring Innovation for Better Living

Ramon Magsaysay Award Foundation

Ramon Magsaysay Award Foundation (RMAF) was organized in Manila in May 1957, with seven prominent Filipinos as founding members of the foundation's board of trustees. The Foundation has since implemented the Magsaysay Award program, pursuing the mission of "honoring greatness of spirit in selfless service to the peoples of Asia. Annually, the RMAF solicits award nominations from a wide-ranging pool of international nominators. the RMAF seeks to honor the legacy of President Ramon Magsaysay and to place living examples of inspiring leadership and service before the public.

TARGET MARKET

Socio-economic Class: All Eco-Class Age: 18-50 years old

Gender: Male and Female Geographical Location: Philippines

The Top 3 Newspapers according to Nielsen Media Research are as follows:

Philippine Daily Inquirer This news authority has also been made available online to embrace the tides but its broadsheet is what truly mirrored the countrys most significant moments since the Marcos regime. Its circulation rose from 30,000 to 260,000 daily with an average readership of over 2 million. Philippine Star Founded by well-known journalists Max Soliven, Betty Go-Belmonte and Art Borjal in 1986, this national broadsheet has its circulation reach Hongkong and Saudi Arabia. Described by news critics as a feel-good newspaper, the Philippine Star is the first major newspaper in the country to have used SMS as a survey tool for its readers. Manila Bulletin It is the largest broadsheet in circulation size followed by the Philippine Daily Inquirer. The Manila Bulletin is owned by Chinese-Filipino businessman Emilio Yap who also owns the publishing of popular tabloids Tempo and Balita and magazines such as Liwayway, Bisaya and Philippine Panorama.

The Inquirer dominated the Greater Manila area with an average weekday readership of 457,000, followed by Star with 397,000 and Bulletin with 348,000.
500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 Phil. Daily Inquirer Phil. Star Manila Bulettin

Average Weekday Readership

Advertising Objective
To introduce and familiarize the Ramon Magsaysay Award Foundation to the public and to inspire other people to live on the example of the late Pres. Ramon Magsaysay. By the use of persuasive and inspirational ads.

MEDIA OBJECTIVE
To reach 60% of our target market within 6 months using intensive PRINT, Out-of-Home, and Non-Traditional Ads

FREQUENCY
Ramon Magsaysay Award Foundations creative executions will be placed on the following frequencies:

Delivera bles Elevator Ad Escalator Ad

April

May

June

July

August

Septem ber

Medal Donation Box

Newspap er Plastic Cover

CREATIVE

EXECUTIONS

Elevator Ad

Escalator Ad

Medal Donation Box

Newspaper Plastic Cover

Public Relations Campaign

To generate additional awareness the awarding of the Ramon Magsaysay Award will be broadcasted across the country, in partnership with a certain TV Network and a PR writeup will be published on Newspapers that will be released along with the Newspaper Plastic Cover.

BUDGET ALLOCATION

Budget Distribution
Elevator Ad Escalator Ad Medal Donation Box

25%
35%

15%

25%

Newspaper Ad

The proposed Budget for this campaign is 5 million Pesos