De La Salle University

Ramon V. del Rosario College of Business

In Partial Fulfillment of the

Course Requirements for
ADMEDIA - Media Planning and Buying
3rd Term, SY 2017-2018

Submitted by:
Almonte, Paulla Kamilla R.
Dy, Jamie Therese C.
Fajardo, Gabriel D.
Pendatun, Regina Carla R.
Redor, Beatrice Gail F.
Ruiz, Sabine Kenisha C.

Submitted to:
Prof. Susan Dar Santos

Submitted on:
August 14, 2018
 I. Introduction
A. Market Scenario
Mosquito Repellents accounts for about 20% of the Insect Control market, the category
in which consists of insecticides and insect repellents. The mosquito repellent is a substance
applied to skin, clothing, or other surfaces to repel mosquitos from landing or biting human skin.
With Dengue being a major public health problem in the Philippines, this campaign aims
to communicate the need for the mosquito repellent usage among the target consumers. A
recent review of the Epidemiology of Dengue in the Philippines states that the highest incidence
rates of this disease occurred at the age of 14 being the oldest, with over 80% of
dengue-related deaths occurred among individuals at less than 20 years of age (Alera, et al.,
2017). This campaign will then target late teenagers to young adults, as they are more prone to
being exposed to dengue but are unaware of that risk.
With the product being an immediate need for the target market, this campaign also aims
to create and establish preference for the brand by communicating its’ efficacy and safety in
providing personal protection against mosquitos.

B. Marketing/Advertising Objectives
At the end of the campaign period, the brand aims to:
● Introduce the brand and achieve at least 10% trial within six months of launch;
and
● Achieve at least 50% awareness within six months of launch.

C. Competitive Information
Skinkissed ​is a new and introductory product in the market that aims to target teenagers
and young adults affected by mosquitos daily. The brand intends to compete with the different
competitors that are dominating the
1. Off! Lotion: ​The mosquito repellant segment is mostly dominated by the Off!
Lotion brand, which controls an estimate of 90% of this market. Starting out in
1957, this brand is well-known for their mosquito repellents all over the world.
Although, studies show that consumers are starting to express their concern over
the safety of Deet, Off! Lotion’s active ingredient.
2. Guard Insect Repellent: ​Guard then combats the usage of Deet as an active
ingredient and instead, uses a breakthrough ingredient called Picaridin. It fights

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 against not just mosquitos but also flies, ticks, and fleas. It claims to be tough on
bugs, but gentle on skin.
3. Human Nature Bug Shield Lotion: ​A fairly new product and brand on the
market, Human Nature prides itself for being all-natural and Deet-free, which has
been a long time concern for consumers of Off! Lotion. It uses 100% soybean oil
and eucalyptus oil, as well as citronella for protection. The brand is also noted for
its’ Corporate Social Responsibility pacts, informing customers that 100% of their
profits from Bug Shield is given to the houses who were destroyed in the Marawi
siege.
4. Moskishield Mosquito Repellent Patch: ​A new popular choice for consumers
nowadays are mosquito repellent patches. Similar to Human Nature, Moskishield
Patches use 100% natural oils to repel mosquitos. The product is known for their
cute designs and easy usage, which is to stick the patch on clothing with no skin
contact required.

II. The Product

A. Brand/Product Information
The brand offers an anti-mosquito repellent that comes in a water-based spray and lotion
form. Being water based helps address the consumers’ concerns on the discomfort due to
stickiness of existing brands, as well as being in spray form to address the consumers’ concern
on the hassleness of application. The product comes with Citronella extracts as an active
ingredient, to address the concerns about safety active ingredients such as Deet on other
existing mosquito repellent products. These Citronella extracts are derived from the Citronella
plant which has been proven to repel mosquitoes. Lastly, the product is available in 30ml and
50ml plastic bottles which comes in handy for the consumers who can take these products
anywhere.

B. Target Market Definition

Demographics
Carla Raquel is a 21-year-old single female college student from De La Salle University,
earning a degree in International Studies major in European studies. She fits under social class
B, and is a young generation Z baby, who is social media savvy and is connected to her phone
at all times. She’s often in school and strives hard to study, as she is goal-oriented and

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idealistic. On her free times, she’s often hanging out with friends. She’s sociable and friendly,
and she stands out in a crowd. On some weekends, she travels frequently to beaches and
islands, and hikes and goes camping in different mountains in the provinces. She’s independent
and adventurous, as she likes to take risks when she’s going out of town. Carla aspires to have
all the good things in life, since she strives hard to study and work for her goals. She’s confident
in what she believes in, and she continues to grow as she goes through her college years and
enters the workforce.
Carla is the brand’s ideal target market; she’s adventurous and outgoing, often seeking
out the outdoors as her means of leisure and fun. However, like majority of the teenagers at her
age group, she does not use mosquito repellent and sees it as another heavy burden to her skin
care routine. She sees mosquito repellents as sticky and heavy on the skin as well as
displeasing to the smell, and she does not find it necessary to use them. She would rather wear
pants and use fans as a way to repel mosquitos, and uses mosquito repellents only when
necessary (in wet or cold areas that are filled with insects). As a benefit from this brand, she
aims for it to be light on the skin, fragrant, and most of all, refreshing when it is applied. She
wants it to be easy to carry, and an item she can carry along with her wherever she goes.

C. Geographical Considerations
The campaign aims to target consumers locally, within the Philippines. It is widely known
that the Philippines is a tropical country and island with relatively high humidity and abundant
rainfall. At the same time, mosquitoes are attracted to the tropical climate or warm, humid, and
water-abundant areas especially in forested, swampy, and mountainous areas. This explains
why the Philippines is considered as one of the countries where a large population of
mosquitoes, majority of which are disease- and virus- carrying, are found.
In this case, the Skinkissed intends to communicate to consumers in both urban and
rural areas in the Philippines. Particularly, major and populous cities in Luzon, Visayas, and
Mindanao such as Metro Manila cities, Cebu City, Bacolod City, Iloilo City, and Davao City. The
goal is to reach consumers in the urban area that often travel to or visit rural places, and also
consumers in both urban and rural areas that reside or stay in areas where there is a high
concentration and/or risk of mosquito infection.

D. Seasonality

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 The company aims to target the prime months of summer and rainy seasons, specifically
months starting April until September for a total of six months. We start on April, because this is
the summer season where people are more inclined to travel, but also prepare for the wet
season starting June onwards, which has the most cases of Dengue outbreaks.

III. Target Market Profile and Insights

A. DILO Research Findings and Conclusions
The brand’s target person, Carla starts her weekdays by waking up at around 8:00AM to
9:00AM, depending on her classes for the day. She quickly browses through her phone,
scrolling through her Twitter, Facebook, and Instagram accounts. She eats her breakfast, with
the television as background noise, and she gets ready for school. She showers while Spotify
music is playing in the background, and she does her skin care routine and make-up after. On
some days she takes a Grab car to school, on some days she commutes, taking both the LRT 1
and LRT 2. Her travel time takes up most of her hours, spanning at least 2 hours per commute.
Her classes begin at 11:00AM in the morning, and ends around 4:00PM or 5:00PM. She then
travels back home, either taking a Grab car or the two LRTs, and then rests for an hour at home
before she starts on her school work. Right after, she eats dinner with her family and spends
time with them before she resumes her school work and then gets ready for bed. She finishes
her skin care routine, prepares her things for school, and goes to bed at around 10:00PM at
night.
On weekends in the city, her routine is the same as her weekdays, she wakes up around
9:00AM, eats her breakfast and showers. She finishes all her school work and extra-curricular
activities before and after lunch. She proceeds to get ready for her night out with friends. She
leaves the house at around 6:00PM, her travel time spanning from 45 minutes to an hour. She
has dinner with friends, and goes around the city to drink and meet new people. She heads
home at around 11:00PM to midnight, and sleeps right after. Carla is also a frequent traveller;
on weekends out of town, she leaves the house early in the morning and arrives midday or
lunch time at her destination. She spends time hiking and swimming, enjoying her leisure time
at the beach or in the mountains. She heads home the next day, and arrives before sunset; just
in time to prepare for school the next morning.

Product Related Insights

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 Based on informal research, consumers use mosquito repellents as a ​corrective
measure ​rather than a ​preventive ​one. It is only when they have been bitten or have acquired
the dengue fever that they would actually make an effort to apply mosquito repellent. According
to the interviews we have conducted, majority of the target market find applying mosquito
repellent as a tedious task, specifically the ones in lotion form, even if it perceived to be safer
than other forms since it covers one’s whole body. Not only do they find this as an
inconvenience, they also think that applying mosquito repellents is counterproductive since
“your sweat will wash it off anyway”. Other than its stickiness and troublesome application, the
scent of mosquito repellents cause nausea when applied in a closed environment. Since
repellents in lotion form are deemed burdensome, most consumers would opt to wear a
mosquito patch underneath their sleeves instead. It is easy to apply, safer since it is not applied
directly on the skin, subtle odor or odorless, and has cute designs. However, consumers tend to
forget that they have it on their clothes so it sometimes ruins their clothes.

Media Consumption Insight

According to the interviews conducted, out-of-home ads such billboards and lamp post
ads, and social media ads most oftenly grab the target market’s attention. Billboards tend to do
so through its size, the endorser on the billboard itself, and the content. One of the respondents
mentioned that lapost ads support the billboards posted, hence, sustaining the brand’s ad
longer than usual in one’s mind. In addition, lamp post ads are somewhat in the consumer’s line
of sight when travelling. They tend to follow the story or flow of the series as they move forward
in traffic. In terms of social media ads, respondents find Facebook ads, specifically those that
intrude during a video, annoying. This often irritates the consumer causing them to exit the
video and continue to browse their feed. The same goes for Twitter ads, respondents often opt
out of seeing certain Twitter ads on their timelines. They described Twitter as a safe haven to
express their emotions without ads interrupting their “emoting” phase for the day. As opposed to
Instagram in which ads are tolerable for the consumers. This is because according to them ads
on Instagram are consumer-friendly. Once they click on an ad, they are not taken out of the app.
Instead, one can swipe up to see learn more about it. Afterwards, they swipe down and return to
where they left before clicking on the ad, hence, better consumer experience.

B. Big Idea
1. Consumer Insight

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 Consumers do not understand the urgency of the situation until it arises or until it
happens to them. This corrective measure is related to product’s insights; where consumers feel
the need to use skin care at the moment when they are struck with the mosquito bites.
2. Brand Connection
SkinKissed has moisturizing and refreshing properties that is easy to apply, non-sticky
and intended for daily use to help consumers easily integrate this with their active lifestyle. Our
product is the perfect insect repellent for those who do not want to go through the stickiness and
other forms of discomfort that consumers may encounter in most repellents. Skinkissed
ultimately bridges the gap of two skincare products into one harmonious offering that brings out
both of each.
3. Creative Message
“Shield with a kiss.”
Skin-kissed is a 2-in-1 product that moisturizes and repels insects that is perfect for
everyday use. With that said, Skinkissed is a mist that when sprayed on, feels like kisses on
one’s skin at the same time shields the person from external threats. In retrospect, there’s a
saying “sealed with a kiss” that is popular in today’s culture; and in relation to this campaign,
Skinkissed ​shields (the person from mosquitos) with a kiss (feeling of sprayed mist), pun
intended.

IV. Media Objectives

The media used for this campaign aims to:
● Introduce brand to the market
● Generate 50% trial of non-repellent users within 6 months of campaign
● Encourage consumers to use insect repellents as an act of prevention rather than
as a corrective measure
● Establish the need for mosquito repellent usage among target consumers by
making them aware of everyday occasions when mosquito protection is needed
● Create and establish preference for the brand by communicating its efficacy and
safety in providing personal protection against mosquitoes

V. Media Strategies and Rationale

A. Media Touchpoints
Digital

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 As our target market is a female millennial, our main media touchpoint will be online
advertising, especially through social media. This is because as a student who lives an active
lifestyle, she is always on her phone to browse her social feed and would normally want to keep
up with what her friends are up to. Our main social media platforms would be Facebook and
Instagram, as these are the mobile applications with the most engagement and reach. Our
highest priority would be advertising through Instagram, because most users would feel the
need to browse through Instagram whenever they are looking for new areas to travel to.
Instagram would also be a great venue to creatively display ads attracting potential customers.
BeautyMNL.com is an online retailing website who caters towards makeup and skin care
enthusiasts, which would be a great venue to advertise Skinkissed. Partnering up with
BeautyMNL through videos and posts introducing Skinkissed would help gain awareness from
their frequent visitors.
Along with these online advertisements, we will also be sending PR packages to several
celebrities and social media influencers such as Alex Gonzaga, Nadine Lustre, Kathryn
Bernardo, Anne Curtis, Andrea Brillantes, Jasmin Curtis, Coleen Garcia, Kimi Juan, Kryz Uy,
Ayn Bernos, Laureen Uy, and Nicole Andersson, because these are examples of influencers our
target market would most likely follow. These PR packages sent to people with following will
promote the product through social media such as Instagram stories and will help boost
awareness from our target market.

Out-of-Home
Out of Home Advertising will also be used, particularly billboards lamp post on main
roads and highways. This is to attract the target market’s attention on her daily commute as well
as highways for those spontaneous invitation to road trips and travels. Transit ads will also be
utilized by using wrap around ads (Package A) on LRT1 and LRT2 for the target market who
frequent these modes of transportation. Moreover, for the abundance of options, in-transit
displays can also be used as an alternative for wrap-arounds to further expose the riders for a
longer time (Package B). Billboard ads will run in major city roads in Metro Manila along EDSA,
Guadalupe Northbound and Boni Avenue Southbound; and Marcos Highway; Commonwealth
Avenue, Cebu City along Downtown Colon, Bacolod City along Lacson Street, Iloilo City along
Diversion Road, and Davao City along McArthur Highway. These roads house most of our
target market’s foot traffic since these routes also lead to other key cities and are passable to
various transportation vehicles. Meaning, it can be seen by the target market, regardless of

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his/her mode of transportation. As for lamp-posts, they have the ability to expose our target
market with a higher frequency as they traverse further down the roads because they are also at
the eye level of the viewer.

Print
To address people who are already aware and concerned with mosquito bites and their
body care, we will also be using Print ads, particularly displays on cashier table display on drug
stores such as Mercury Drug and Watsons. Displaying such ads on these drug stores would
help gain awareness, particularly those who are already interested in skin care and wellness.
Watsons generally serve those in Class A and B, and Mercury Drug in Class B and C. Watsons
buyers and visitors would likely cater those interested in skin care and wellness, and Mercury
Drug buyers cater to those who are already interested in purchasing insect repellent and other
wellness products. Cashier table displays would help raise awareness on the product as
customers on line would give their attention on these areas while waiting in line.
Activation
An activation would be also held to boost the awareness of Skinkissed, called the “Kiss
of Nature” This would be a month-long glasshouse with free entrance built on Bonifacio High
Street, which would be a venue for beautifully arranged interior and “Instagram-worthy” spots, to
entice potential customers to visit the location. Inside, they would feel and enjoy the scenery of
nature’s beauty and smell the Citronella leaves. This gives off a feeling of enjoying outdoors and
travelling to forest-like areas without having to worry about insect bites. Having a feel of nature
ties in together with the research that people in rural areas, especially closer to rainforests and
wet areas are more prone to dengue and mosquito exposure. To further expose the brand, each
visitor would receive a product of Skinkissed to try the product for free.

B. Media Weights
Advertising on Online, Out-of-Home, and Activation platforms will be put on high, while
advertising on Print will be on medium. Our target market, being a millennial, would frequent
social media the most therefore online advertising would be given the most priority. Facebook,
Instagram, and BeautyMNL combined would already deliver a large number of reach without
spending too much on the budget, making this strategy very cost efficient. Facebook, Instagram
posts, and Instagram stories each brings an estimated number of 18,000 to 110,000 reach per
day, while BeautyMNL brings up around 30,000 to 150,000 reach per day. Out-of-Home

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advertising through transit ads, billboards and lamp post will also supply a large amount of
reach because this can help raise awareness not only to our target market, but to other potential
customers as well. EDSA alone has a daily traffic of 370,000, Commonwealth reaching 260,000,
and other roads on key cities reaching an estimate of 100,000. LRT 1 and 2 reaches higher with
a daily passenger of 470,000 people. These strategies will be used for the entire whole
campaign period because this where our target market is highly exposed and the brand should
be aggressive and consistent to increase brand awareness and product trial. The activation
“Kiss of Nature” would also help gather a large amount of reach, for it being a free entrance
event in a high trafficked area, with every visitor receiving a free product to try. Possible
Instagram posts by visitors also adds to the awareness of the activation and the brand. Print
advertising will also be utilized, however on a medium setting, because this will only target those
already visiting in drug stores and curious in purchasing insect repellents. This will help potential
customers who need assistance in deciding which brand to purchase and those easily swayed
by impulse buys.

C. Media Scheduling
Out-of-Home
The group will be using a variation of continuous and pulsing for our OOH initiatives,
depending on the type of ad.
Billboard ads will run ​continuously for 8 months (from April until November) in major city
roads in Metro Manila, Cebu City, Bacolod City, Iloilo City, and Davao City. Always on the road
whether during their usual weekday schedules or during their weekend travels out of town, there
is a greater probability that our target market will be exposed to the billboards situated on these
roads. For that reason, continuous scheduling would be most appropriate to introduce a new
product by maximising the audience reach of these major roads.
For the ​transit ads that will come in the form of wrap-arounds (Package A) or in-transit
displays (Package B) on both LRT 1 and 2 units, the campaign will run through a ​combination of
pulsing and continuous scheduling (from March until February). It will be continuous for LRT, in
general, for this caters to a large amount of our target market’s foot traffic. Commuting to
different destinations, almost every day. At the same time, pulsing will be utilized with an
alternating scheme, monthly, to expose both LRT 1 and LRT 2 commuters for 6 months, evenly.
This strategy aims to avoid boring the target market by giving them a sense of anticipation.
Giving them something to look forward to every other month.

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 Pulsing scheduling​, beginning in March until January, (March, May, July, September,
November, January) will be used for the hanged ​lamp-posts ads along EDSA- Shaw Boulevard
and Buendia Avenue. Similar with the transit ads, the group wants to expose the target market
frequently and to sustain their interest on the ads by not boring them with repeating ads for a
long period of time. Also giving them a sense of anticipation.

Print
The print ads that will be displayed on Mercury Drug Store and Watson’s
establishments in Metro Manila Cities, Cebu City, Bacolod City, Iloilo City, and Davao City for 1
year (from March until February) will utilize a ​pulsing scheduling​, alternating every other month
between the two stores, each having 6 months total exposure. In total, customers in each store
will receive 6 months of exposure to the ads, giving them ample to be introduced to the product
and sustain their interest as well.

Online
The online ads will be posted on ​Facebook and Instagram​​, where most of the target
market’s social media exposure and activity is dominant. For Facebook, the promoted ads will
run a ​continuous scheduling,​ every day for a whole year (from March until February). At the
same time, Instagram will use ​pulsing scheduling​, alternating between posts on users’ Stories
and feeds to maximize user exposure. Particularly, it will run for a whole year (similar to
Facebook), alternating between 3 times a week, every other week every month.
BeautyMNL.com will also run a ​continuous scheduling scheme since SkinKissed will be
incorporated in varying contents to sustain the interest of the target market. We will also be
sending ​PR packages to several celebrities and social media influencers during the release of
the product. This will occur only once, all at the same time; a one-time-bigtime happening that
would surprise the target market as they open their social media account. This aims to
overwhelm and build the curiosity of the target market, making them curious about the product
and as to why all these famous and influential people are using SkinKissed all of a sudden.

Activation
The Kiss of Nature glass house will be situated in Bonifacio Global City for the whole
month of June using a ​pulsing scheduling by only being accessible or open to the public only
during the weekends. This allows the brand to build enough anticipation and excitement for the

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target market, counting the days to when they can finally visit the glass house. Targeting the
month of June also ties in together with the Dengue Awareness Month, as it falls under the
same month.

D. Buying Tactics or Specific Plans

Out-of-Home

In order to achieve 10% trial within launch and 50% brand awareness within the first 6
months, the brand must be visible not only to the target market but also those outside of it.
Using OOH as one of the main media touchpoints tells the consumer that this brand wants to be
seen all the time in all possible ways. Traffic in itself causes the consumer to look around and
take notice of the new billboard. Since it is used as an introduction to a new brand in the
industry, waste coverage is minimal. Consumers, whether part of the target market or not, can
be considered as an aid in getting the people to talk about the brand. In terms of OOH as a
suitable medium in getting a desired response, it is indeed suitable because the target market
are people who are usually on the road - may it be going to school, work, or heading out for an
adventure. As for the scope of the OOH ads for Metro Manila, billboards will be placed in EDSA
Guadalupe (North Bound), EDSA Boni Avenue (South Bound), Marcos Highway (Antipolo), and
Commonwealth Avenue (Diliman). Given the locations of the billboards, Metro Manila is covered
in all directions. For those in the provinces, each will have 1 billboard set up in the busiest place
mainly: Downtown Colon (Cebu), Lacson Street (Bacolod), Diversion Road (Iloilo), McArthur
Highway (Davao).

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 Online

One of the main media touchpoints of the consumer is social media. This media is
characterized with a personality of an endorser, and it aims to reach out to the consumer in a
friendly manner. The medium tries to communicate with the consumer in a way that is not
intrusive to them, and it tries to convince them without sounding too aggressive. With the cost of
online ads at a lower rate, the medium as vehicle has a lower cost but a high rate of reaching
the target market. Since the ads are done online, the wastage is minimal, but the coverage is
high. Since the medium has a wide reach, it also enables the brand to play around with different
tones, colors, even with the duration. Since the target consumer willingly interacts with social
media more times in a day, the duration and the scope enables more consumer interaction with
the medium.
Print Ads

The group opted to place the ads in these pharmacies because we want to show that it
is a product that people need—just the same way that people go to these stores for the simple

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fact that they are purchasing something of a need. With an allowance of 7% for the whole
budget, and an average of 2,000-6,000 weekly visitors, we will be able to create brand
awareness even in a medium media weight. The media is a perfect medium as this suits the
location of its advertising, and it being one whole year. Potential customers will also be able to
identify the media as a message as a sense of reminder for them to wear insect repellents as
they see these on cashier displays. This media also serves as an effective vehicle because it
covers a generally large amount of reach and coverage and it perfectly selects the market
already interested in purchasing a mosquito repellent while being cost efficient. Being placed in
these pharmacies, which both cater to a population of the classes, give the message that
Skinkissed is a product that is needed by anyone, not only the specific target market.
Activation

In line with our marketing and media objectives, specifically on creating an interactive
promotion event that will draw in potential customers, the activation “Kiss of Nature” will
consume 60% of the budget. With a Key Potential Indicator of 140,000 to 200,000 foot traffic,
the first-hand experience of entering a glasshouse will serve as a medium suitable for potential
customers who will publish their experience online through social media. Media as message
takes place as this delivers a talk of the town or sense of virality for it showing an exclusive and
one of a kind experience because of its location and availability only on the weekends. The
promotion will also be an effective media as vehicle in reaching the target market because the
main goal would be to let people enjoy the feeling of nature without worrying of insect bites
throughout the experience, reminding them of the possibility of enjoying the same situation in
their everyday lives.

VI. Creative Media Executions

Please refer to Appendix C (Page 17)

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VII. Media Flowchart

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VIII. Budget Summary

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IX. Appendices

A. References
Alera, M. et al., (April, 2017). Disease Burden of Dengue in the Philippines: Adjusting for
Underreporting by Comparing Active and Passive Dengue Surveillance in Punta
Princesa, Cebu City. US National Library of Medicine National Institutes of Health.
Retrieved from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5392638/
GMA News Online, (October, 2017). Quick Facts: EDSA Annual average daily traffic.
Retrieved from:
http://www.gmanetwork.com/news/video/newstogo/429791/quick-facts-edsa-annual-aver
age-daily-traffic/video/
Light Rail Transit Authority, (September, 2017). LRT-1 Monthly Passenger Traffic.
Retrieved from: https://www.gov.ph/data/dataset/lrt-1-monthly-passenger-traffic
Manahan IV, R. (2018, February 22). Bonifacio Estate Redesigns Burgos Circle Speed Bumps.
Retrieved from
https://www.carmudi.com.ph/journal/burgos-circle-redesigns-speedbumps-bhc-retains/
PAGASA-DOST. (n.d.). Climate of The Philippines. Retrieved on August 11, 2018 from
http://bagong.pagasa.dost.gov.ph/information/climate-philippines
Buban, C. (2013). Getting Rid of Those Pesky Mosquitoes. Retrieved on August 11, 2018 from
http://business.inquirer.net/133339/getting-rid-of-those-pesky-mosquitoes
Thompson, K. (2018). Places With The Most Largest Mosquito Population. Retrieved on August
11, 2018 from​ https://insectcop.net/places-with-the-largest-mosquito-population/

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B. Interview Questions
1. Profile of Respondent
a. Name
b. Age
c. Residence
d. Gender
e. Occupation
f. Monthly Income/Allowance
2. How do you spend your weekdays? Weekends?
3. Do you engage in outdoor activities?
4. Where do you usually go? What do you usually do?
5. What do you usually bring when you go outdoors?
6. Do you take protection against diseases or other things that could ruin your
appearance? Or that could potentially make you sick?
7. Is protection against insect bites one of your concerns with regards to your
skincare?
8. Do you find it annoying when mosquitoes fly around you?
9. What do you do about it?
10. Do you use protection against insect bites? Why or why not?
11. What protection do you use against insect bites?
12. Do you use any mosquito repellant? Why or why not?
13. If you’re not using any mosquito repellents, what could make you potentially use
it?
14. If you’re currently using mosquito repellents, what are your recommendations to
future businesses that would venture in this industry?
15. Do you think mosquito repellants are cheap or costly?
16. When do you usually use mosquito repellants?
17. Where do you usually use mosquito repellants?
18. If you were to describe mosquito repellants in one word/three words, what would
it/these be?
19. Do you read any publication?
20. What publications do you read?
21. How often do you read these publications?

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22. Do you watch tv?
23. How often do you watch tv?
24. When do you usually watch tv?
25. What are your favorite channels/programs?
26. Do you listen to radio?
27. How often do you listen to radio?
28. When do you usually listen to radio?
29. Where do you usually listen to radio?
30. What are your favorite stations?
31. How often do you go out of your home?
32. Which routes do you take?
33. What do you usually do when travelling on the road?
34. Do you notice billboards or other signages along the street when you travel
outside your home?
35. What attracts you to these billboards?
36. Do you go online?
37. How do you access the internet?
38. How much time do you spend online?
39. What are your favorite online activities?
40. What websites do you frequent?
41. What apps do you like most?

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C. Media Executions

DIGITAL

Facebook

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Instagram Posts

Instagram Stories

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Beauty MNL Affiliate

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OUT OF HOME

Transit Ads
Package A (Wrap-around)

Package B (In-Transit Ads)

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Billboards

Lamp Post Ads

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PRINT

Retail Marketing Ads

Trade Box Packaging

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PR Box Packaging

EXPERIENTIAL

Event Activation

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