CENTRO ESCOLAR UNIVERSITY

School of Accountancy and Management

Mendiola, Manila


MARKETING 122 Marketing Research


The Top Three Most Memorable T.V. Commercials as Perceived by CEU, SAM
Students



REFERENCES
1
http://en.wikipedia.org/wiki/Television_advertisement#The_Philippines

2
http://www.studymode.com/essays/Simulation-In-Philippine-Media-And-
Advertising-942908.html
3
McAlister, Srinivasan, & Kim, Advertising, Research and Development, and
Systematic Risk of the Firm, Journal of Marketing, (Jan 2007): 37-38.
4
Sriram, Subramanian, & Kalwani, Monitoring the Dynamics of Brand Equity
Using Store-Level Data, Journal of Marketing, (April 2007): 61.
5
Landwehr, McGill, & Herrmann, Its Got the Look: The Effect of Friendly and
Aggressive Facial Expressions on Product Liking and Sales, Journal of Marketing,
(May 2011): 134.
6
Braun-LaTour, Latour, & Zinkhan, Using Childhood Memories to Gain Insight
into Brand Meaning, Journal of Marketing, (April 2007): 45.

Table 1
Rate According to Course
Course Frequency Percentage
Accountancy 57 22%
Finance 41 16%
Management 13 5%
Management and
Accountancy
37 14%
Marketing 113 43%
Total 261 100%

Figure 1


22%
16%
5%
14%
43%
Pie Chart
Accountancy Finance Management Management and Accountancy Marketing
Table 2
Rate According to Year Level
Year Level Frequency Percentage
1
st
100 38%
2
nd
60 23%
3
rd
50 19%
4
th
51 20%
Total 261 100%

Figure 2


38%
23%
19%
20%
Rate According to Year Level
1st 2nd 3rd 4th
Table 3
Rate According to Gender
Gender Frequency Percentage
Male 105 40%
Female 156 60%
Total 261 100%

Figure 3


40%
60%
Rate According to Gender
Male Female
Table 4
Rate According to Days of Watching TV per Week
Days Frequency Percentage
1 17 6%
2 24 9%
3 23 9%
4 9 3%
5 18 7%
6 17 7%
Everyday 153 59%
Total 261 100%

Figure 4


6%
9%
9%
3%
7%
7%
59%
Rate According to Days of Watching TV per
Week
1 2 3 4 5 6 Everyday
Table 5
Rate According to Hours Spent Watching TV per Day
Hours Frequency Percentage
1-2 84 32%
3-4 101 39%
5-6 54 21%
More than 6 22 8%
Total 261 100%

Figure 5


32%
39%
21%
8%
Rate According to Hours Spent Watching TV
per Day
1 to 2 3 to 4 5 to 6 More than 6
Table 6
Rate According to Time in the Day Watching TV
Time in the Day Frequency Percentage
Morning 16 6%
Afternoon 31 12%
Evening 186 71%
Late night to early morning 28 11%
Total 261 100%

Figure 6


6%
12%
71%
11%
Rate According to Time in the Day Watching
TV
Morning Afternoon Evening Late night to early morning
Table 7
Rate According to TV Station Watched
TV Station Frequency Percentage
ABS-CBN 2 166 64%
TV 5 8 3%
GMA 7 44 17%
RPN 9 0 0%
News TV 11 13 5%
IBC 13 3 1%
Studio 23 6 2%
Others 21 8%
Total 261 100%

Figure 7


64%
3%
17%
0%
5%
1%
2%
8%
Rate According to TV Station Watched
ABS-CBN 2 TV 5 GMA 7 RPN 9 News TV 11 IBC 13 Studio 23 Others
Table 8
Rate According to Characteristic of the Commercial
Characteristic Frequency Percentage
Color/Visual attractiveness 40 15%
Commercial model 51 20%
Theme/Content 32 12%
Music 73 28%
Punch lines 57 22%
Others 8 3%
Total 261 100%

Figure 8


15%
20%
12%
28%
22%
3%
Rate According to Characteristic of the
Commercial
Color/Visual attractiveness Commercial model Theme/Content
Music Punch lines Others
Table 9
The Top 3 TV Commercials Over the Past 3 Years
The researchers have decided to summarize this table into the top 10
commercials that our respondents listed in order to avoid the long list of the total
number of commercials recorded.
Commercial Frequency Percentage
McDonalds (1st) 119 32%
Downy (2nd) 82 22%
Coca-Cola (3rd) 58 16%
Jollibee (4th) 25 7%
Tide (5th) 13 4%
Cornetto (6th) 11 3%
Fita (7th) 10 3%
Surf (7th) 10 3%
Close-up (8th) 9 2%
Colgate (8th) 9 2%
Axe (9th) 8 2%
Nestea (10th) 7 2%
Smart (10th) 7 2%
Total 368 100%

Figure 9

McDonalds
32%
Downy
22%
Coca-Cola
16%
Jollibee
7%
Tide
4%
Cornetto
3%
Fita
3%
Surf
3%
Close-up
2%
Colgate
2%
Axe
2%
Nestea
2%
Smart
2%
The Top 3 TV Commercials Over the Past 3
Years