Perceived Effectiveness of Pizza Hut’s Hate Late Campaign in Sustaining Brand Awareness

Topics: Marketing, Guerrilla marketing, Brand Pages: 64 (18299 words) Published: April 29, 2012

A Thesis Presented To The Department of Arts and Communication College of Arts and Science, University of the Philippines Manila

In Partial Fulfillment of the Requirements Leading to A Degree in Bachelor of Arts (B.A.) in Organizational Communication (ORCOM)

by: Dharlene Andrea C. Zambrano March 2008




The undergraduate thesis attached hereto, entitled, PERCEIVED EFFECTIVENESS OF PIZZA HUT’S HATE LATE CAMPAIGN IN SUSTAINING BRAND AWARENESS prepared and submitted by DHARLENE ANDREA C. ZAMBRANO, in partial fulfillment of the requirements for the degree of Bachelor of Arts in Organizational Communication is hereby accepted.

_____________________________ Prof. Ronald Henson Thesis Adviser

_____________________ Prof. Gina Salazar DAC Chairperson

__________________________________ Dr. Reynaldo H. Imperial Dean College of Arts and Science University of the Philippin Manila es


This thesis (my brainchild) could not have been written without all help, prayers, encouragement, support and love of people who are dear to me. I would like to take this chance to put into words my appreciation to all of you. To my magnanimous Creator/Best friend/Confidante/Companion/Supporter/Critic Thank you for giving me strength and wisdom throughout my college life. When I thought I cannot make it and when I reached rock bottom, you are always there to lead me to the right way. I give my utmost gratitude and appreciation to you. I offer you my life and everything I have because I know you will never leave my side! To my ϋber-supportive and loving parents What can I say?! This is it! I’m graduating ON TIME! (hehe!) Thank you for always believing in me. I appreciate all your efforts just to put us in good school and to provide us what we need (and sometimes our wants). Mama, without you, I would not be where I am now. Papa, thank you for your unwavering support just to see me reach my dreams. I love you both! To my brothers Thank you kuya Thank you also because I have even though we

Hans and kuya Fritz for always being there for me. for doing all the chores that I could not do been so busy doing this. I want you to know that fight a lot I still love you.

To my thesis professor, “Saint” Sir Ronald Henson Without you, who not only served as my mentor but also encouraged and challenged me to do my best in my academic program. I cannot forget all our consultation/counseling/chikahan sessions. Also, thank you for enlightening a lost soul in me and because of that I canonize you as the patron saint of thesis advisers! Hahaha! I love you sir!



To my insightful and receptive panelists Thank you for sharing your time and knowledge with me. Thank you for all your constructive criticisms and suggestions to better my thesis. And thank you for being so kind that you took away all my anxiety and compelled me to defend my thesis up to the last drop of my blood. *hehe* To DAC family Thank you ate Novs and Ate Pau for all your support, advices (whether academic or personal) and all the laughters that you shared with me. It lessened the toxicity that I experienced in my stay in the university. Also, thank you to all the DAC Faculty especially those who became my teachers. I learned more than I expected. Thank you all for giving me a strong and outstanding foundation to face the challenges in life. You are all amazing people!

To my Superfriends To Vinia, Kat, Maffie, Guia and Lala... thank you so much for everything! You’re always there through thick and thin, ups and downs, good times and bad times... Thank you for always lending a shoulder to me and always ready to listen to all my dramas. Thank you for being compassionate critics when I forget to keep my feet on the ground. And thank you for being simply being my college berks! Superfriends forever! I love you to bits! To...

Bibliography: Rodowick, D. (1994). Audiovisual culture and interdisciplinary knowledge. (n.p.): University of Rochester.
Electronic Sources Lautenslager, A. (2007). What is guerrilla marketing anyway?. Retrieved July 3, 2007, from umnistallautenslager/article172286.html
Levinson, J.C
Levinson, J.C. (2007). 100 marketing weapons. Retrieved July 3, 2007, from
Pizza Hut ‘s company profile (2008)
Reeves, S. (2006). How to swing with guerrilla marketing. Retrieved July 3, 2007, from
(G. Magno, personal communication, February 22, 2008)
Appendix A These guerrilla marketing weapons should all be considered for promoting your product, service or website (Levinson, 2007).
Appendix E Transcription of interview Place: 9/F Aurora Tower, Araneta Center Date: February 22, 2008 Purpose: Interview Position: Senior Vice President for Marketing of Araneta Group
Dharlene Zambrano (D): What are the brands that your company holds? Ms
Appendix F Email Reply from Ms. Tina Oballo regarding Hate Late Campaign Date: March 15, 2008
Hi Andrea, Sorry for the late response
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