000			02353nam a22002897a 4500
003			OSt
005			20251016135840.0
008			251016b |||||||| |||| 00| 0 eng d
040			_aTUPM _bEnglish _cTUPM _dTUPM _erda
050			_aBTH HF 5823 _bA54u 2024
100			_aAngeles, Ann Veniece L. _eauthor
245			_aUnigiri in a bite: _bAn Advertising Campaign of cattogiri meal an on-the-go onigiri meal among student at TUP Manila / _cShaniah R. San Juan .--
260			_aManila: _bTechnological University of the Philippines, _c2024
300			_a240pages: _c29cm.
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aBchelor's thesis
502			_aCollege of Architecture and Fine Arts .-- _bBachelor of Fine Arts Major in Advertising
504			_aIncludes bibliographic references and index.
520			_aThis mixed-method study aims to identify if having a Japanese kawaii theme art direction will help Cattogiri, an Onigiri brand, to build brand awareness through an advertising campaign. This study also tackles the perception and preferences of Technological University of the Philippines - Manila students when purchasing food. To establish the advertising campaign, the Researchers created social media contents, printed marketing collaterals, and implemented public relations efforts to promote Cattogiri and its product. Moreover, the Researchers conducted a survey questionnaire with 110 students from the Technological University of the Philippines - Manila who had tried Onigiri by Cattogiri to analyze the campaign's effectiveness and to discover the connection of Japanese popular culture to students' interests. On the other hand, to discover the perceptions of students regarding the advertising campaign, another 4 students from the Technological University of the Philippines - Manila who are influenced by Japanese popular culture were interviewed regarding their experience and feedback about Cattogiri. The results have shown the effectiveness of the advertising campaign, and the connection of students' preferences when it comes to a product or brand to its interests and exposure to Japanese popular culture.
650			_aAdvertising campaign
650			_aOnigiri meal
650			_aBrand awareness
700			_aSan Juan, Shaniah R. _eauthor
942			_2lcc _cBTH CAFA _n0
999			_c30913 _d30913