APPLICATIONS OF CORPORATE RESPONSIBILITYUSING POPULAR MEDIA AS A LEARNING TOOL
... mechanisms necessary for building successful businesses. Corporations have achieved much in this regard, but there still exists a great segment of the population that is underdeveloped and under-serviced, a segment that lacks substantial information on the workings of cooperatives and how these could help them achieve self-sufficiency. For this reason, radio program formats are being proposed to heighten information dissemination and promote positive attitude shifts that are expected to increase the creation of income generating projects at the SME levels by motivating and educating its markets. The two program formats target the C, D, and E socio-economic levels. These are the sectors which stand to benefit the most from the government?s thrusts for promoting self-sufficiency among the public. As such, radio, the so-called ?poor man?s mass medium? is the medium of choice for the proposed programs. Radio also enjoys high accessibility (being affordable and portable to places of work), requires minimal literacy among its market, and has been proven through consumer research, to be highly effective in both urban and rural marginalized communities. A comparative table of the two applicable program formats is presented below, to underscore their strengths as well as their weaknesses. Landbank of the Philippines has the option of choosing which program format would best serve its interests. Comparative Table ? Radio Infomercial vis-à-vis Radio Drama INFOMERCIAL (5 mns) DRAMA (10 mns.) Approximate Budget (per episode) Production Staffing 2 Hosts; Producer; Director; Writer; Audio...