Trad Art-Rangkada: An Advertising Campaign and Rebranding to Promote Montalban Art Center through Meta Ads
Giagone, Samantha O. 2025
Trad Art-Rangkada: An Advertising Campaign and Rebranding to Promote Montalban Art Center through Meta Ads Samantha O. Giagone - Manila: Technological University of The Philippines, 2025. - 218pages 29cm
Bachelor's Thesis
College of Architecture and Fine Arts,--
Includes bibliographic references and index.
This study focuses on how effective nostalgia-based narrative marketing and Meta ads are in encouraging people to support or purchase the products of Pixiefy (brand). This study is guided by three main theories which are the Nostalgia theory that explains how the memories of the people can influence their behaviour or emotion, The Elaboration Likelihood Model which discusses how factors like motivation and ability determine the route of information processing and Uses and Gratifications which discusses why people seeks our specific entertainment to satisfy their need. This study used mixed methods, including pre- and postsurveys, interviews, and a school campaign activation to determine how childhood memories and narratives affect purchasing intentions. “Pixiefy: Alaala sa bulsa” Ad campaign was created to show something as simple as a keychain could hold an emotional value when it's connected to their past or nostalgia. The results showed a positive connection between nostalgic content and consumer engagement, brand recall, and purchase intent. The campaign demonstrated that nostalgia-based ads with narrative marketing enhance brand connection, interest, and long-lasting impression, especially to early adult audiences.
BTH H 85 / G53 2025
Trad Art-Rangkada: An Advertising Campaign and Rebranding to Promote Montalban Art Center through Meta Ads Samantha O. Giagone - Manila: Technological University of The Philippines, 2025. - 218pages 29cm
Bachelor's Thesis
College of Architecture and Fine Arts,--
Includes bibliographic references and index.
This study focuses on how effective nostalgia-based narrative marketing and Meta ads are in encouraging people to support or purchase the products of Pixiefy (brand). This study is guided by three main theories which are the Nostalgia theory that explains how the memories of the people can influence their behaviour or emotion, The Elaboration Likelihood Model which discusses how factors like motivation and ability determine the route of information processing and Uses and Gratifications which discusses why people seeks our specific entertainment to satisfy their need. This study used mixed methods, including pre- and postsurveys, interviews, and a school campaign activation to determine how childhood memories and narratives affect purchasing intentions. “Pixiefy: Alaala sa bulsa” Ad campaign was created to show something as simple as a keychain could hold an emotional value when it's connected to their past or nostalgia. The results showed a positive connection between nostalgic content and consumer engagement, brand recall, and purchase intent. The campaign demonstrated that nostalgia-based ads with narrative marketing enhance brand connection, interest, and long-lasting impression, especially to early adult audiences.
BTH H 85 / G53 2025