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Scoops of Joy: Elevating Consumer Engagement through Interactive Advertising of the Mamang Sobetero Brand/ James Eduard C. Chentes

By: Contributor(s): Material type: TextTextPublication details: Manila: Technological University of The Philippines, 2024.Description: vii, 164pages 29cmContent type:
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Dissertation note: College of Architecture and Fine Arts: Bachelor of Fine Arts.-- Technological University of The Philippines, 2024. Summary: The researchers came up with the idea to integrate new advertising techniques to classic businesses. Then we came across a very familiar pinoy delicacy, perfect during the summer heat, the dirty ice cream or Sorbetes. We then looked for the perfect business to enforce our project and found the number 1 Sorbetes supplier in Las Piñas City since 1981, the Mamang Sorbetero. We then partnered with them in promoting their business using modern advertising techniques. This comes with a lot of intricate activities like planning for a promotional campaign which we named Scoops of Joy, creating various collaterals to be posted on their social media page, and making photobooth and various merchandise to be used during the said campaign. We launched the campaign on the perfect date that they provided us with, during the fiesta of the good shepherd parish in Doña Manuela Las Piñas City. We used a quantitative research design following the likert scale and a closed ended survey questionnaire to assess the impact of our promotional campaign to the customer engagement, their purchase behavior, and sales. After analyzing the data results, we concluded that the most engaging modern advertising technique is the QR raffle. The data showed remarkable results in terms of customer engagement and even raised the sales by 50% that day.
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Item type Current library Shelving location Call number Copy number Status Notes Date due Barcode
Bachelor's Thesis CAFA Bachelor's Thesis CAFA TUP Manila Library Thesis Section-2nd floor BTH N 85 C44 2024 (Browse shelf(Opens below)) c.1. Not for loan For library use only BTH0005194

Bachelor of Thesis

College of Architecture and Fine Arts: Bachelor of Fine Arts.-- Technological University of The Philippines, 2024.

Includes bibliographic references and index.

The researchers came up with the idea to integrate new advertising techniques to classic
businesses. Then we came across a very familiar pinoy delicacy, perfect during the summer heat,
the dirty ice cream or Sorbetes. We then looked for the perfect business to enforce our project and
found the number 1 Sorbetes supplier in Las Piñas City since 1981, the Mamang Sorbetero. We
then partnered with them in promoting their business using modern advertising techniques. This
comes with a lot of intricate activities like planning for a promotional campaign which we named
Scoops of Joy, creating various collaterals to be posted on their social media page, and making
photobooth and various merchandise to be used during the said campaign. We launched the
campaign on the perfect date that they provided us with, during the fiesta of the good shepherd
parish in Doña Manuela Las Piñas City. We used a quantitative research design following the
likert scale and a closed ended survey questionnaire to assess the impact of our promotional
campaign to the customer engagement, their purchase behavior, and sales. After analyzing the
data results, we concluded that the most engaging modern advertising technique is the QR raffle.
The data showed remarkable results in terms of customer engagement and even raised the sales by
50% that day.

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