Home > mindscape landmark, Philippine Advertising, Philippine Marketing, rh bill 5043 > marketing & advertising 101 : how to apply hard core mass consumer marketing & advertising to the intangible product “family planning”

marketing & advertising 101 : how to apply hard core mass consumer marketing & advertising to the intangible product “family planning”

we have started a series of articles on our experience on applying hard core mass consumer  marketing & advertising to the intangible product called “family planning”

 this will be a first of a series of articles that will explore how hard core mass consumer marketing and advertising have been successfully applied to a near intangible product called “family planning”. the product “family planning” is actually a mindset and a practice and something you cannot buy like a detergent bar for washing clothes that you can get in a supermarket or sari-sari store (neighborhood store),

while family planning can eventually take the form of real and tangible products like condoms or pills which has real brand names and packages that can be bought in retail and drug stores, what the effort intended to do was to get the target audience to buy in or believe in “family planning” and for the same target audience to decide to use any one of family planning methods available.
read the full article on the key findings on the first  part of the qualitative research done for family planning here:  http://bit.ly/ApfPVi (why pinoys who are single or married need family planning in their relationship)
read how the focus group discussion was designed within the lines of the kinds of research done for mass consumer products: applying mass consumer marketing & advertising to the intangible “family planning” product (click here:  http://bit.ly/ycZ5QI)
~~mindscape landscape~~
carlo p arvisu
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