The Effects of Media Advertising in Buying Decisions of
Grade 12 ABM Students in PHINMA ARAULLO UNIVERSITY
By:
Aguilar, Jester
Castillo, Bryan McFadden S.
Manuel, Marc Ulyssys G.
Mateo, Jericho DV.
Pongco, Cindy DS.
SUBMITTED TO:
SIR. RENATO LUBONGAN HURTADO III
Introduction
Media Advertisement are promotional messages about the company,
products or services. To begin, we must determine not only the target in
running media advertisement, but the target customers your attempting to
reach must be needing those products so we must select the right place for
the customers who need the products.
Many people can be influence on Media advertisement through
commercials wherein we introduce our product to capture the attention of
the people so that they can make decisions to buy the product.
Some of the students were trying to make a decision to buy a product
because buying a product without ever thinking about the effect of the
product is one of the most regrettable decision you have ever done in life.
However if you ever think of the uses of the product and you’re happy
that you bought it then you did really well because buying a product is one
of the hardest decision you’ve ever done because you need to think of the
uses and the purpose why you bought it so we need to think wisely about
buying a product.
Review of Related Literature
Local Study
Advertising
An article from The Philippine Star dated August 7, 2012 by Louella
D. Desiderio entitled “Businesses urged to use Internet to push products”.
It shows that businesses are advised to use the Internet for promoting
their products and services as more consumers are going online to research
before making purchases. Companies should consider using online
advertisements for the products and services they offer as more and more
people are using the Internet to research goods they plan to buy before
making the purchase.
It also states that in the Philippines, the study showed that around
70 percent of consumers first make a research of their purchases online
even if they purchase offline. This trend shows the potential of growing
the business by going online. It is related to the study because it informs
businesses that online advertising is very effective. It also shows that
whether small or big businesses, they can easily have the benefits of
online advertisements of reaching users at a time of relevance anywhere.
It reflects in our title because by being online we can easily
influence in the company, and to the products to see if we can benefit from
the products so we need to make decisions to avoid being scammed because
this day it is hard to trust in others.
Advertising
A research study conducted by Jean Louisse Villanueva Concha and
Jossa Kristine Cruz Soler from University of the Philippines Diliman on
April 2012 entitled “The Rise of Online Advertising and its Impact on the
Future of the Philippine Newspaper”. The researchers conclude that online
activity has reached an unprecedented rise owing to the popularity
of social networking sites and the easier accessibility to computers and
the interne for more people. As such, and with more methods of interactive
and efficient advertising available online.
The rising online presence causes advertises to invest more online
advertising rather than newspaper advertising and the dwindling of
newspaper readership causes advertisers to flee from the newspaper as
another advertising medium has taken place.
It is related to the study because online advertising is really
popular to business and to audience or customers because it is much easier
to spread online ads than newspaper which will be more helpful to
businesses also.
Marketing
Marketing planning is the systematic application of current marketing
resources carefully allocated overtime in order to promptly achieve desired
marketing objectives. Marketing planning continuously monitors, evaluates
and measures the many external and internal influences in the market place
on its ability to achieve acceptable profitable sales expectations.
Furthermore, marketing planning provides an understanding and sense of
involvement throughout the organization to the smallest sections of the
particular competitive instance that an organization intends to take in the
short term and long-term prospects of achieving objectives.
In preparing the strategic marketing plan, a company’s marketing mix
of activities cannot be isolated from other business functional areas as
production, finance, purchasing, research and development, human resource;
legal and other units, because the marketing planning process should be
based on corporate planning system. These are five steps in
the marketing planning process: (1) the marketing audit, analytical aid in
planning, (2) SWOT analysis, (3) formulation of planning assumption, (4)
setting of objectives and strategies, and (5) development of desire
programs of actions (Lao, 2001).
In this study it tells that marketing is about how we plan to satisfy
the needs of the customer so in order to do achieve our target we need to
monitor measures and expectation of the customer.
Foreign Study
Media advertising
An article from Web Designer magazine dated 2013 by Steve Jenkins
entitled “Pay As You Go Advertising”. It shows that for most types of
advertising, advertisers pay for people to see the ad. With Google Ad
words, the advertiser only pays when someone clicks on the ad and visit the
website of the business.
The advertiser has complete control of adjusting or customizing the
ad campaigns like how much to spend, who sees the ad, and where and when
the customers see it. It is related to the study because it tells about
Google Ad word which will be of much help to advertisers and the business
itself.
It also shows that it is easy for advertisers to make an ad campaign
of the business because they have the complete control and also help the
business to be popular.
This study is about advertising which means that advertising can also
help us because they were trying to get Customers to buy a product in which
they show the uses of the product and the benefits we can get from it.
Internet advertising
A research study conducted by Shuai Yuan, Ahmad Zainal Abidin, Marc
Sloan and Jun Wang from Cornell University of Ithaca, New York on June 2012
entitled “An Interplay among Advertisers, Online Publishers, Ad Exchanges
and Web Users”. The researchers conclude that Internet advertising is a
fast-growing business which has proved to be significantly important in
digital economics. It is vitally important for both web search engines and
online content providers and publishers because web advertising provides
them with major source of revenue. Its presence is increasingly important
for the whole media industry due to the influence of the web.
For advertisers, it is a smarter alternative to traditional marketing
media such as TVs and newspapers. As the web evolves and data collection
continues, the design of methods for more targeted, interactive, and
friendly advertising may have a major impact on the way our digital economy
evolves, and to aid societal development.
It is related to the study because Google online advertising is one
of the internet advertising in which it helps lots of businesses. Since
Internet advertising is a fast-growing business, it also helps the economy.
Internet is one of those things that can help us about a certain thing,
like products which we can learn more info about it and also the Benefits
of the product that we want in order to help us to decide To buy the
product or not.
Online Advertising
An article from Adobo Magazine dated February 3, 2013 by Sanserif,
Inc. entitled “Online Advertising to Surpass Print and TV in 2013”. It
shows that online advertising has continued to grow, achieving 10% year on
year growth recording $813.25 million for the three months ending September
2012.
The results of the Online Advertising Expenditure Report (OAER) by
IAB Australia, compiled by PricewaterhouseCoopers (PwC), show that while
the general advertising market is softening, online advertising is on track
to surpass both newspaper and TV advertising in 2013.
It is related to the study because it shows how effective is online
advertising to businesses that it became on track to surpass both newspaper
and TV advertising in 2013. It also shows that online advertising is
continuously growing and becoming more effective to advertisers and
businesses. Online advertisement is one of the biggest Advertisement in the
world.
Advertising
An article from HBS Working Knowledge dated August 17, 2009 by
John Quelch entitled “Quantifying the Economic Impact of the Internet”.
It shows that Businesses around the advertising-supported Internet have
incredible multiplier effects throughout the economy and society.
Ironically, online advertising and the commercialization of the Web
achieved important goals of the resisters mostly to preserve the Web as a
medium for free publishing and communications. The Advertising-Supported
Internet also helps the economy by fostering innovation, entrepreneurship,
and productivity.
It is related to the study because it represents the impact of
advertising in the economy making a decision effective advertising and how
online advertising helps the economy. Advertising through internet also has
given lots of benefits to businesses and also our economy.
Web advertising
A research study conducted by Matthew Duncan from Elon University in
North Carolina, United States on November 18, 2011 entitled “Identifying
different types of web advertising and its impact on
consumer buying behavior”. The researcher concludes that since the
explosion of Internet, web companies have invested an abundant of money
into online advertising Other forms of advertising such as in-store ads,
print ads, and television and radio ads are still important but online
advertising is growing significantly. Even with this explosion of online
advertising, there are many different forms of advertising that is used on
the Internet.
Increasingly innovative types of advertising are coming into
existence as the Web matures. The major types of online advertising are
banner ads; text ads, interstitials, pop-ups ads, opt in mailing, HTML ads,
and rich media ads.
It is related to the study because it represents that internet is
rapidly growing instead of other forms of advertising. Because of online
advertising, lots of companies or businesses have grown and became more
popular since advertisements were advertised globally and can be seen by
lots of people because of the web.
Online Media Advertising
A dissertation conducted by Bharat Vyas. Nanduru from University of
Westminster in London, United Kingdom on August 30, 2012 entitled
“Measuring the Effectiveness of Online Media Advertising”. The researcher
concludes that Advertising resources assigned to internet media have grown
dramatically over the past few years.
This growth is suggestively driven by search and performance.
Measuring online advertising effectiveness is a very intricate process
particularly in an everchanging environment where new resources are
constantly developed every passing day.
It is related to the study because online advertising like
Google Ads word have grown and help businesses to deliver more
information to the potential customer at a relatively low cost.
Online advertisement
A research study conducted by Minchul Kim from University of Wisconsin-
Milwaukee, United States on August 2013 entitled “The Effects of Online
Advertisements and News Images on News Reception”. The researcher concludes
that in recent years, a growing number of people have considered the
Internet to be their major source of news. In contrast, the number of
subscribers to traditional newspapers have decreased drastically so has the
advertising revenue for the newspaper industry.
The decrease in adverting revenue for the industry increases the
dependency of online news services on online advertising revenue which
perpetuates the symbiotic relationship between the newspaper and
advertising industries for audiences’ eyeballs in the era of the Internet.
It is related to the study because online advertising is one way of
attracting new customers and to spread advertisements easily. Google Online
Advertising and other online advertising program became useful nowadays
because a lot of people were using the internet.
Conceptual framework
This study focuses on the relationship between the customer buying
decisions and consumer behavior. The conceptual framework of this study
describes the link among the customer buying decision and different types
of advertising. In this conceptual framework for the analysis of the Study
we have taken Television advertising, Celebrity endorsement, Word of Mouth,
Online advertisement as the independent variables, and customer buying
decision as dependent variable.
RESEARCH PARADIGM
1. STUDENT
PROFILE EFFECT OF MEDIA
AGE
ADVERTISEMENT IN
GENDER
2. BUYING CONSUMER IN
BEHAVIOR BUYING DECISION
STATEMENT OF THE PROBLEM
In the current world advertising plays an effective role in promotion
of goods and services. Advertising serves as a key tool in creating product
awareness in the mind of a potential consumer to take eventual making
decision.
This study focuses on the effect of media advertising on making buying
decision of senior high school student.
1.Do advertisement create awareness in consumers?
2. Do advertisement build perception in the mind of customers?
3.Does consumers awareness and perception affect their buying decision?
4. Do consumers purchase products because of images and celebrity
endorsement in adverts?
HYPOTHESIS
There is no significant between the consumers behavior and buying
decision.
H0. The relation between consumer behavior and buying decision has no
significant.
H1. The media advertisement has no influence on the consumer behavior
purchase intent of buying decision.
DEFINITION OF TERMS
Television Advertising
A television advertisement also called a television
commercial, commercial or ad is a span of television programming
produced and paid for by an organization. It conveys a message,
aimed to market a product or service. Television (TV)
advertisement is considered one of the most effective medium to
influence the purchase decision of the consumers.
Celebrity Endorsement
Celebrity endorsement is a form of advertising campaign or
marketing strategy used by brands, companies, or a non-profit
organization which involves celebrity or a well-known person
using their social status or their fame to help promote a
product, service or even raise awareness on environmental or
social matters. Marketers endorsed celebrities with their
products and brands in the advertisement to increase the sales
and change the perception of the viewers regarding their brand,
which positively impacts on their buying behavior.
Word of mouth
Word of mouth is an unpaid form of promotion in which
satisfied customers tell other people how much they like
business, product or service. Word of mouth is one of the
fundamentals means of distribution. Word of mouth can influence
others views, thoughts and their decision. If word of mouth
power utilized correctly, it could market any product and
services for the long time.
Online Advertisement
Online advertising is a marketing strategy that involves the
use of internet as a medium to obtain website traffic and target
and deliver marketing messages to the right customers. Online
advertising is geared toward defining markets through unique and
useful applications. Online advertisement has become the major
source of communication in today’s world. It is the leading
source of communicating to the people about everything.
Significant of the study
The findings of this study will serve as a benefit to the
online user and understanding the effect of media advertisement
on buying decision of Grade 12 student ABM in PHINMA ARAULLO
UNIVERSITY.
Scope and Delimitations
This study dealt mainly with the application of
technological and online social media developments on marketing
strategies of Grade 12 ABM STUDENTS.
The respondent of this study is Grade 12 student of PHINMA
ARAULLO UNIVERSITY and is only limited within Grade 12 ABM
student both male and women between 17-19 years old including
all sections. We do not include other year level to this study
because of their self-control in terms of decision making. This
aims to identity the students who are addicted in online product
resulting in poor class performances. The researchers do not
intend to include all kinds of all kinds of factors that may
affects students class performance, but is only focused on the
decision making of the Grade 12 ABM student of PHINMA ARAULLO
UNIVERSITY.
RESEARCH METHOLOGY
This chapter presents the methods of research used,
The respondents, the instruments and the procedures.
RESEARCH DESIGN
The research design used in the study was descriptive
method, also known as survey or narrative approach. This
technique is quantitative description of general
characteristics of the group and an approach to problem
solving seeking to answer questions as to real facts
relating to certain conditions.
The general procedures used in the type of research
are gathering data, classification interpretation and
evaluation.
PARTICIPANTS
The respondents of the study were the selected Grade-12 ABM-
HT Students in PHINMA-Araullo University main who are currently
enrolled SY: 2019-2020.
RESEARCH SITE
The study was conducted in PHINMA-Araullo, Maharlika
Highway Brgy. Bitas, Cabanatuan City. THe respondents were the
selected 12 ABM-ht Students in PHINMA-Araullo University main
campus enrolled SY: 2019-2020.
