Public Utility Vehicles as Media for the Promotion of the National Museum

Abstract

The National Museum currently employs various strategies to promote its organization to its target market. However, none of them make use of the Public Utility Vehicle system. The Public Utility Vehicle system is viewed as a potential effective media with which to disseminate information about the National Museum. The function of Public Utility Vehicles as media of transportation for the commuting public allows it constant interaction with a lot of Filipinos. The study made use of the public utility vehicle system, particularly jeepneys, in promoting the National Museum to the Filipino public, especially but not limited to the student market. This was accomplished by installing promotional tools containing information about the organization in jeepneys of specific routes. The promotional tools were designed to be attractive information sources. Such tools were installed inside jeepneys — at the back of the driver and passenger seats in front. Survey questionnaires were the tools utilized to determine the responses of the target market to promotional tools and the use of jeepneys as effective media for die promotion of the National Museum. Public Utility Vehicles are effective media for the promotion of the National Museum. Jeepneys as media for information dissemination of the National Museum reached a large potential market. The promotional tools utilized to acquaint the general public about the National Museum fulfilled its purpose of being an attractive information source, according to the respondents of the survey. And finally, their exposure to considerable quantity and variety of the Filipino public, frequency of use and accessibility were cited as among the reasons respondents were amenable to the use of Public Utility Vehicles as Media for the Promotion of the National Museum.