1

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Background of the Study

The essence of advertisement is to effectively promote

and sell a product to many people. “Advertising is a strong

mean of influence and persuasion that it can help to sell

even a completely worthless and useless, non-competitive

goods. Unfortunately, consumers are often faced with poor

quality and the meddlesome advertising, which causes nothing

but irritation. Therefore, it is important to remember that

the advertising industry is also an art” (Student contributor

of UK Essay, 2015). An effective advertising is the reason of

all business’ successes. Consumers can be effectively

persuaded if an advertisement is catchy, to the point, easy

to understand, and entertaining. In fact, there are different

types of advertisement that contributed a lot in the field of

businesses. Advertisements are the techniques being used by

many business proprietors that also play a major role in

selling and promoting a certain product. Business people must

have their own effective way of advertising to persuade

consumers to buy their products.

Where ever you go, you will see advertisements around

you. Even if you are just sitting in your couch and watching
 2

television or listening to the radio, you will see or hear an

advertisement being broadcasted. There are also

advertisements on express ways where you can see billboards

and business people handed you out flyers in prominent places

or they go from house to house or message you through text or

email. You will also see advertisements while surfing the

Internet. Advertisements are everywhere. It is the best way

for businesses to communicate to their customers. Advertising

helps informs the customers about the brands available in the

market and the variety of products useful to them. Advertising

is for everybody including kids, young and old. It is done

using various media types, with different techniques and

methods most suited.

Nowadays, these different types of advertisements are

relevant in today’s economy if you want to increase the sales

to grow your business, no matter how small or big it is. There

are differences in these types of advertisements on how they

can help to sell in mass number of consumers. Thus, many

businesses especially beginners do not understand which of

them is better to use in selling their products.

A broadcasting media is where an advertisement is being

sent out to the public through mostly in televisions and

radios. It is one of the easiest ways to deliver the message

 3

yet it will cost you a lot of money to spend out to pay for

the network you’ll choose to dispatch the advertisement of

your product. Another way of broadcasting is the traditional

way in which the seller demonstrates or tells about his/her

product live in front of many people. This technique is the

most convenient way to do yet it doesn’t reach out a huge

number of consumers.

A print media is where an advertisement is being printed

or shown in a portable printed medium such as when you are

reading newspapers or magazines and where you are given or

handed out flyers or pamphlets in public places.

A support media is where advertisements that offer ways

to reach a wider audience in local or regional market or to

increase frequency of message exposure to targeted market

segments. Billboards, transits, bus benches, aerial, and

posters, are one unique and common in the sense of advertisers

have the ability to use the space in unorthodox ways that can

be extremely eye-catching to the viewers. Another example of

this is product placement where your product or business can

be featured in movies or theaters.

Finally, many businesses are using the internet

advertisements such as banner ads, pay-per-click ads, pay-

per-call ads, pop-ups, websites, messaging applications and

 4

social media sites as a way of reaching people who use the

internet for shopping or to gather information.

The researchers themselves experience using the

different types of advertisements during the Foundation day

of their schools and during the entrepreneurship activities

assigned by their Technology and Livelihood Education (T.L.E)

teachers. With the different advertisements that they used,

it had helped them increase their sale.

The differences using the different types of

advertisements are still making confusions. Who as

advertisers, has to know clearly and deeply about the

different types of advertisements. Of course, being proactive

or initiative, persistent, and conducting a thorough planning

is the key to advertise and sell a product effectively.

Businesses can use all the different types of advertisements;

however, each type may have its advantages and disadvantages

depending on the nature of the business.

In this case, the researchers decided to conduct this

study to determine which is more effective in advertising a

particular baked product which is cupcakes.

Cupcakes are a small cake which evolved in the United

States in the 19th century and was introduced in the

 5

Philippines by foreign explorers and colonizers. It was

revolutionary because of the amount of time it saved in the

kitchen. It is designed to serve one person, which may be

baked in a small thin paper or aluminum cup. As with larger

cakes, icing and other cake decorations, such as candy, may

be applied. Cupcakes are the perfect dessert for every

occasion. Swirled and sprinkled, dipped and drizzled, or

otherwise whimsically decorated, cupcakes are the treats that

make everyone smile. Cupcakes are the star attraction for

special days, such as birthdays, showers and holidays as well

as perfect everyday goodies. No matter what the age of the

recipients, these inspired creations will be such a hit;

you'll need to make enough for seconds. Cupcakes are known

for being teeny, delectable desserts. It can easily attract

customers because of the attractiveness of its appearance and

its aroma especially when freshly baked.

The researchers chose particular baked product which are

the cupcakes as the product to sell with the use of the

different types of advertisements because of its convenience

and affordability. Many people like the Filipinos love

cupcakes because they have a great liking for sweet-tasting

foods. In the Philippines, cupcakes are served mostly for

special occasions like birthdays, thanksgiving, weddings or

 6

just for everyday snacks. Cupcakes can also be gifted to

people you adore. The love of the Filipinos for sweets and

cakes is the combination why the researchers chose cupcakes

as a product. Many people also love baking and it is one of

their hobbies. This study could help them to let other people

see and taste their wonderful creation by advertising. Of

course, even though the product to be sold is attractively

good and eye-catching to the consumers, if they are advertised

incorrectly and not pleasantly presented well, their

probability of buying will decrease.

In this study, the researchers intended to have or prove

which is more effective in using the different types of

advertisements in selling cupcakes. It could be advertising

through the use of broadcast media, print media, support

media, or through the internet.

Theoretical & Conceptual Framework

“No matter how wonderful your company’s product or

service is, if you don’t advertise, nobody will know about

it. The goal of any advertising program should be to cost-

effectively reach the largest audience possible and attract

 7

new customers. If done correctly, advertising can be a

wonderful investment for your small business; if done poorly,

advertising can become a huge money sink” (The Mark

Consulting, 2007).

“Advertising to be "effective," it must be memorable,

resonate with consumers by ringing true and delivering a

personally meaningful message, even if the brand has a huge

target audience like Nike's, communicates how the product or

service fits into consumers' lives or work to make them

better, more productive, happier, more fulfilled, stand for

values above and beyond the product or service itself, and be

inextricably linked to the brand, so the ad won't be

attributed to a competitor.

Winning brands combine powerful, meaningful, inspirational

messages delivered in ways that touch their audiences, with

great products and services that perform to expectations, are

credible and trustworthy. Great ad campaigns are often

founded on deep psychological insights. The messages,

delivered in novel and thought-provoking ways, increase the

odds they'll be shared virally by brand fans, who further add

credibility and awareness. Great campaigns help brands avoid

being commoditized and compete only on price. They increase

 8

loyalty and good will, and can encourage purchase across more

items within the brand umbrella” (Greenwald, 2014).

“Even if you bake the best cupcakes in town, your sales need

a boost from an effective marketing plan. The best advertising

ideas are cost-effective and get potential customers excited

to try your cupcakes. Recipes that produce consistent

cupcakes in appealing flavors keep the customers coming back

once your advertising draws them in” (Frost, 2017).

This study aims to identify the effectiveness of the

different types of advertisements in selling cupcakes to the

selected Grade 8 students of Roosevelt College Inc. Rodriguez

Campus School in Year 2017 – 2018.

 9

Paradigm

Cupcakes

Different types of
advertisements

Broadcast Print Support Internet

Media Media Media

How many cupcakes will How long will the Evaluation after
be sold within one cupcakes be sold one week
week? within one week?

Selected Grade 8 students of Roosevelt College Inc.

Rodriguez Campus School Year 2017 – 2018

Figure 1. Model of Theoretical/Conceptual Framework of the

study.

Statement of the Problem

This study aims to identify the effectiveness of

different types of advertisements in selling cupcakes to the

selected grade 8 students of Roosevelt College Inc. Rodriguez

Campus School Year 2017-2018.

 10

More specifically, the researchers seek to find answers

to the following questions:

1. How many cupcakes will be sold using the different types

of advertisement to the selected Grade 8 students within

one week in terms of the following variables:

1.1 Broadcast Media

1.2 Print Media

1.3 Support Media

1.4 Internet

2. How long will the cupcakes be sold using the different

types of advertisements to the selected Grade 8 students

within one week in terms of the following variables:

2.1 Broadcast Media

2.2 Print Media

2.3 Support Media

2.4 Internet

3. What will be the evaluation of the selected Grade 8

students to the type of advertisement that was presented

in their section?

4. Is there a difference in the number of cupcakes sold

using the different types of advertisements?

Significance of the Study

 11

This study will be beneficial, first of all to the

entrepreneurs who will help them gain additional knowledge

and know more the importance about the usage of the different

types of advertisements. Especially for the beginners and for

the cupcake/bakery businesses, this will help them once they

have started to market or advertise their business’s products

to many people.

This will also be beneficial for the students especially

those who are studying in the strand of Accountancy, Business

and Management (ABM). These students are the future and hope

of the business world so this study will help them to guide

and orient them in using the different types of

advertisements. The researchers, who are also students, their

study will make a starting point for them and be aware what

type of advertisement they could conveniently use more when

they are doing entrepreneur activities in their school.

The more the entrepreneurs and students know about the

different types of advertisements and its effects and

results, the more chance their business will be successful.

Since many students are interested in taking the strand

of Accountancy, Business and Management (ABM), the schoolcan

encourage students more and offer different ways to enhance

 12

their entrepreneurial skills in doing entrepreneurship

activities since it is much related to the study.

Lastly, this study will help the future researchers because

this can serve as a baseline data or reference if they are

planning to pursue a research that is related to this study.

Scope and Delimitation

The main purpose of this study is to know the

effectiveness of the different types of advertisements in

selling cupcakes to the selected Grade 8 students of Roosevelt

College Inc. Rodriguez Campus in School Year 2017-2018.

Each of the four sections of grade 8 was selected for

each different type of advertisements. The Broadcast Media

will be tested in the section of 8 – Acacia; Print Media for

8 – Banaba; Support Media for 8 – G. Melina; and the Internet

advertisement for 8 – Narra-A.

This will know which of the different types of

advertisements will be effective in terms of how many and how

long the advertised cupcakes are sold within one week. After

one week, the selected Grade 8 students will evaluate the

type of advertisement that was presented in their section.

 13

The evaluations of the different types of advertisements

were categorized under the following scales: 5 for excellent;

4 for very good; 3 for good; 2 for fair; 1 for poor.

The cupcakes will be sold in one week and it will be

advertised3 times in the same week.

Definition of Terms

These are the terms that are defined by the researchers

according how they were used in the study.

Types of advertisements refer to the differenttechniques to

inform and market the cupcakes to the grade 8 students of

Roosevelt College Inc. – Rodriguez Campus in the school year

of 2017-2018. The different types of advertisement used in

the study are the broadcasting media,print media,support

media, direct marketing, and the internet advertisement.

The researchers chose one technique in each of the

different types of advertisement. The first type of

advertisement that the researchers used is the Broadcast

Media; it is done by the technique of advertising the cupcakes

live in front of the grade 8 - Acacia students. The second

type is the Print Media; it is done by the technique of

advertising by giving away flyers to the grade 8 - Banaba

students. Thethird type is the Support Media; it is done by

 14

the technique of advertising the cupcakes to the grade 8 – G.

Melina students by posting a poster inside their classroom.

The last type of advertisement used by the researchers is the

Internet advertisement; it is done bythe technique of

delivering the cupcake advertisement to the grade 8 – Narra

A through theFacebook messenger application.

CHAPTER II

REVIEW OF RELATED STUDIES AND LITERATURE

Review of Related Literature

 15

According to Blech & Blech (2012) One of the primary

focuses of advertisements is to influence the behavior of

customers. However, this influence of behavior does not only

represent swaying consumers to buy products. By using

specific images and specific people, advertisements can

create needs and faults consumers never knew they had. There

are several social and ethical criticism of advertising,

including how it can be untruthful and deceptive towards

consumers. While deception is based on how the consumer

perceives the ad, marketers knowingly and deliberately

include specific factors in an ad in order to get the consumer

to discern it in a specific way.

According to Chapman (2016) Advertising and promotions

is bringing a service to the attention of potential and

current customers. Advertising and promotions are best

carried out by implementing an advertising and promotions

plan. The goals of the plan should depend very much on the

overall goals and strategies of the organization, and the

results of the marketing analysis, including the positioning

statement (these are described more in the topic of

Marketing).

The plan usually includes what target markets you want to

reach, what features and benefits you want to convey to them,

 16

how you will convey it to them (this is often called your

advertising campaign), who is responsible to carry the

various activities in the plan and how much money is budgeted

for this effort. Successful advertising depends very much on

knowing the preferred methods and styles of communications of

each of the target markets that you want to reach with your

ads. A media plan and calendar can be very useful, which

specifies what advertising methods are used and when.

Dimagiba&Terrado (2016) states that the Philippines is a

brand-conscious market. Advertising plays a significant part

in promoting the sale of most consumer goods. Most of the

leading advertising agencies in the country are affiliated

with international agencies. Through the years, advertising

in the Philippines has gone beyond the traditional tri-media

outfits (print, TV and radio). Local advertisers now also

make use of electronic billboards, web advertising, mass

transit or public transport advertising, special events and

product launches, direct marketing, social media promotion,

and other tools to promote their products. Although some

advertisements utilize Western image models or concepts, many

market segments are “localized” versions of product

advertising and brand-building. The use of celebrity

 17

endorsers or other high-profile personalities is a well-

tested formula for local advertising.

Freel& Deakins (2010) cites that for small things that take

on internet participation as a means of enhancing or growing

their business, any online activity must be part of an overall

business or growth strategy to be of optimum benefit. It is

not enough to create a website and post it on the Internet.

Even if the website is merely an online advertisement with no

e-commerce capability, it is important to update

product/service details regularly. A site with more

sophisticated facilities such as online ordering and payment

requires close monitoring and maintenance. For some small

firms this is best served by having expertise and

responsibility for Internet trading in-house and, for others.

It will be more cost-effective to receive support from

external sources. There are many independent web hosting and

maintenance and ICT and online solutions companies, including

MHz (www.mhzscotland.com) and LBI (www.lbigroup.com).

On the other hand, Freel& Deakins (2010) adds that many

statistics shows that both online business to business and

online business to consumer trade is constantly increasing.

The benefits to businesses with an Internet presence over

those without are, therefore, obvious; more important, it is

 18

the entrepreneurial firms that have exploited e-business

opportunities to ensured continued growth that have really

benefited. For example, entrepreneurial firms such as Ryanair

and easy let have exploited the Internet to maintain their

strategy of low-cost fares to gain market share.

Havaldar (2011) says that sales managers are guided by the

strategic planning at company level at the marketing level,

When they prepare a sales plan consisting a sales objectives,

sales strategies and tactics,(or action plans).Since we shall

discuss strategic planning at corporate, marketing and sales

levels ,we shall focus here on short term sales ,objectives,

strategies and tactics.

Sales objectives - Objectives are the statements of intents

and when they are quantified to specific and measurable

targets with respect to time periods, they are called goals.

For example, a company’s sales objective is to have a good

growth in sales. This sales objective is qualified to a sales

goal of 15 per cent growth in sales to be achieved during the

next financial year.

Sales strategies and tactics - There is a relationship between

objectives, strategies and tactics. Strategies include ways

of achieving the objectives, and tactics (or the action plans)

are the activities or the actions that should be carried out

 19

in order to implement the strategy. The sales strategies are

mostly related to sales force strategies. We shall take an

example to show the relationship between sales objectives,

strategies, and tactics.

Hof (2015) mentions that ever since the first display ads

appeared on our computer screens some two decades ago, the

Internet's big promise over existing advertising has been the

ability to target audiences more precisely and measure the

impact of the ads.

That promise has partly come true, and it remains the key

factor in online ads now taking more than $2 of every $10

spent on all advertising. But the singular appeal of online

advertising's precision targeting employed largely by direct

marketers such as retailers and financial services firms may

soon fade in favor of more television-like advertising from

brand marketers. According to a couple of new ad industry

forecasts, one out this morning from ad agency Zenith Opti

Media, TV-like video ads are driving much of the growth in

the ad industry and likely will drive much more.

In fact, online video is now the fastest-growing ad category,

according to ZO, growing 34% last year to nearly $11 billion.

And the agency expects it to grow an average of 29% a year

through 2017, when it would top $23 billion. Lots of reasons

 20

why: For one, mobile video consumption is exploding, thanks

partly to larger screens on smartphones and generally faster

connections like 4G. There are also a lot of other Net-

connected devices, from tablets to game machines to connected

TVs.

That doesn't mean the same old television ads will necessarily

become the dominant form of advertising online as well, though

marketers still simply rerun no small number of TV ads on

YouTube, Yahoo, Facebook, and everywhere else. But it does

mean that the classic "sight, sound and motion" of TV ads-

which, after all, still works very well-increasingly will

drive online advertising as well. It's not just about online

video's visual appeal and ability to tell stories and plant

images in people's minds like classic brand advertising,

though. It's also now about sheer audience size. Facebook's

nearly 1 billion daily active users, Google's huge display ad

network including YouTube, Yahoo's legacy audience of

hundreds of millions of people--they all offer TV-scale

advertising opportunities.

Even more, Facebook in particular can offer the kind of basic

demographic information that TV advertisers are completely

familiar with, allowing them to add video advertising to their

workflow with minimal changes. Simple demographics may sound

 21

primitive next to the precision of online advertising, but

again, it works and there's no small advantage to everyone in

the system in not having to use different targeting methods

for different media.

"High quality [age- and gender-based] data such as that which

Facebook can append to media trading is highly useful in

helping marketers target audiences for engagement in digital

environments, and will help Facebook continue to expand the

share of digital media advertising sales it captures or

influences," Pivotal Research analyst Brian Wieser said in

notes last week to clients. "Most marketers who buy any TV ad

inventory in its traditional form – which will remain as the

dominant type of video inventory for years and years to come

regardless of these new package launches – will want to

conform their digital video measurement to the measurement

service provided by the traditional TV incumbent."

Moreover, Hof (2015) says that if they're smart,

marketers and agencies won't try to turn video advertising

into television, much as some would like to. After all,

television itself is slowly starting to offer better

targeting, so it's no time for video advertisers to forget

about the fundamental advantage of Internet-based targeting

and tracking, especially across the multiple devices people

 22

use throughout the day. But it won't be long before video ads

make your smartphone look a little more like the boob tube.

Lake (2016) suggested that it's time to visit a topic that

may be uncomfortable for some, but something that must be

discussed. Are you losing people with your voice? In a time

where face-to-face meetings seem to be rare and more business

is conducted via the telephone your voice could be hindering

your success. On the telephone, we do not have visual cues or

body language to strengthen our position and message, all we

have is our voice. Not too long ago I had a young lady come

in for an interview for an Account Coordinator position. Her

office is loft style like many ad agencies today, so it's an

open floor design without individual offices. She heard the

young lady arrive and speak with someone as she entered the

office. She didn't even have to look at her to know that she

was not the right person for the job. Why? Unfortunately, it

wasn't her skill level or education, it was her voice. As an

Account Coordinator working with an agency that does national

business a lot of your time is spent on the phone.

Professionalism, friendliness, and confidence have to be

displayed using the instrument of your voice. Sherealizes

that we are all born with our voices, but they can, in fact,

be trained. If you spend a lot of time on the phone conducting

 23

business perhaps it's time to assess your own voice skills.

Your voice is, in fact, a tool.It's a tool that can gain you

business or lose you that next business deal.

Locker (2006) says that good direct mail has three components:

a good product, service, or cause; a good mailing list; and

a good appeal. A good product appeals to a specific segment

of people, can be mailed, and provides an adequate margin. A

good service or cause fills an identifiable need, A good

mailing list has accurate addresses and is a good match to

the product. Most professional direct mailers rent their

lists from companies that specialize in compiling and

maintaining lists. Small businesses and charities can use in-

house lists of rectories or other local sources. A good appeal

offers a believable description that motivates the reader,

makes the reader wants to read the letter, and motivates the

reader to act. The appeal is made up of the words in the

letter, the pictures in the brochure, and all the parts of

the package, from outer envelope to reply card.

Moreover, Locker (2006) adds that all three elements are

crucial; the best letter in the world won’t persuade someone

who doesn’t have room for a garden to buy a Rototiller.

However, this chapter will examine only the elements of a

good appeal: how to create a message that will motivate a

 24

reader to act, assuming that you already have a good list of

people who might be interested in that product or

organization.

Peter & Olson (2010) notices that the basic TV rating

service by ACNielsen measures couch potatoes-people sitting

on their couches at home watching TV, over the years, Nielsen

has improved how it measures in-home exposure to television

advertisements to include the use of “people meters,” into

which each TV viewer punches a personal code to show which

household members are exposed. But in the United Sates,

television is everywhere- in bars, airports, college dorms

and fraternity/sorority houses, even in cars.

Post & Anderson (2006) explains that to a consumer, name

recognition of a company is an important element of buying

products over the Internet. Trust is particularly critical

when the consumer is not dealing face-to-face with the

merchant. Depending on your target customers, it might be

necessary to build this name recognition through advertising

in traditional media (television, radio, or newspapers). Some

early start-up chose the splashy, but expensive, method of

buying television spots during the Super Bowl to reach a large

audience. If you do use traditional advertising, make sure

 25

that your Web site name is easy to remember and easy to type.

Avoid words that are commonly misspelled.

Post & Anderson (2006) notices that web advertising

offers some potential advantages over traditional

advertising. Ads can be delivered to specific audiences and

to some extent controlled so that people continually see new

ads. An original promise of Web ads was the ability to track

the click-through rate, or the percentage of people who

actually clicked on an ad and came to your site to get

additional information. Initial reports placed click-through

rates around 2 to 3 percent. By 2001, this rate had dropped

below 1 percent. In the early stages of a-commerce, some sites

survived on advertising revenue. As people became

disappointed with the advertising response, spending for ads

declined, and the chain effect helped drive the EC crash.

Richardson (2008) states that Advertising includes

commercial messages broadcast on television or radio,

communicated over the telephone, or printed in magazines and

newspaper…Both, print and broadcast ads directed at customers

may make claims that are supported by scientific evidence.

In addition, advertisement cannot be false or misleading

and cannot omit material facts. FDA regulations also call for

“fair balance” in product claimed. This means that the risks

 26

and benefits must be presented with comparable scope, depth,

and details, and that information relating to the product is

effectiveness must be fairly balances by risk information.

According to Sexton & Greene (2015), advertising is an

important non-price method of competition that is commonly

used in industries where the firm has market power. It would

make a little sense for a perfectly competitive firm to

advertise its product. Recall that the perfectly competitive

firm sells a homogenous product and can sell all its wants at

the market price - so why spend money to advertise to

encourage consumer to buy of its product? Why do some firms

advertise? The reason is simple: By advertising firms hope to

increase the demand and create a less elastic demand curve

for their products, thus enhancing revenues and profits. In

short, this is how monopolistically competitive firms can

differentiate their products to appeal to consumers.

Advertising is part of our life, whether we are watching

television, listening to the radio, reading newspapers or

magazine, or simply driving down the highway. Firms that sell

differentiated products can spend between 10 to 20 percent of

their revenue on advertising.

Williams (2003) said that Outdoor advertising is an

appealing option due to its ability to target geographically

 27

and its extremely low cost per person reached. The problem is

that billboards can easily become invisible. How many

billboards do you drive past each day without seeing them?

Yet others will seemingly smack you in the face. Today I'll

explain the difference.

But first we'll need a brief definition of terms. The

term "billboard" is generally applied to two different sizes

of postings. The most common of these is the 30-sheet poster.

Measuring 12 feet by 24 feet, posters are applied in strips

like wallpaper, and the space where they're posted is

contracted in 30-day increments. Most communities are pocked

with posters, with monthly costs typically ranging from $350

to $650 per location, plus printing. Poster printing is rather

expensive when you wish to print only a few copies, but when

the volume exceeds a few dozen of the same image, posters

usually cost between $85 and $125 per board.

If your need for exposure isn't time-sensitive and

you're not fussy about locations, you might approach your

local outdoor company with an offer to purchase unsold space

on a stand-by basis at a reduced cost, usually about 40 to 50

percent off the published rates. To purchase on a stand-by

basis, you'll need to keep a supply of posters available at

the warehouse of the outdoor company and give them blanket

 28

permission to post your showing without first having to call

and get your approval of locations. The general theory of

stand-by is that you can have a double helping if you're

willing to eat scraps, but if you want to order off the menu,

you get to pay the prices on the menu.

The primary benefit of posters is that they stay in one

location for only 30 days. One of the reasons that a billboard

will become invisible is that your brain becomes used to

seeing it there. This is why you're most likely to notice a

new board immediately after it's posted. Usually within 30

days, it will have become invisible. If an outdoor company

tries to persuade you to leave your posters at each location

for longer than 30 days, be sure to tell them no. Chances

are, you'll get a free ride at the end of your 30-day contract

anyway, due to the fact that no one else was waiting in line

for your locations.

Review of Related Studies

Abed &Haghighi (2009) conducted a study about the effect

of selling strategies on sales performance. This paper

briefly reviews selling strategies and the sales performance

literature. It investigates how selling strategies impact

sales performance in the literature and then presents

statistical evidence via a case study. The findings of this

 29

study clearly show that managers' perception of the adoption

of strategies on the part of the selling firm is associated

with the adoption of some specific classes of behaviors (i.e.

customer‐oriented selling, adaptive selling, and relational

strategy) which can contribute to the creation of strong and

long‐lasting positive relationships with customers. This

paper provides insights to different dimensions of selling

strategies and the way they enhance sales performance. It

further clarifies the relationship by statistical evidence

with a case study.

The study made by Abed &Haghighi (2009) has similarities

to the present study because it focused how the seller’s

strategies in selling will affect the sales performance. The

difference of both studies is that the related study focuses

on the effect of selling strategies on sales performance while

the present study focuses the effectiveness of the different

types of advertisements in selling.

Dheeraj (2014) conducted a study about the Impact of

Advertising on Customer Purchase Behavior in Pharmaceuticals.

The study has given good insights for marketers and

advertisers of drugs and suggests including elements in the

advertisement that increase believability and trust of the

advertisement. Results of factor analysis revealed the view

 30

that the overall mean score of all the 27 items of attitude

towards prescription behavior was 2.96 and standard deviation

0.9091.This indicates that pharmaceutical advertisement makes

an impact on doctor prescription behavior. Moreover, the

study also focused on whether the perception of physicians

towards various promotional tools is different with respect

to demographic variables. This research based on descriptive

research or quantitative research. In this descriptive

research Cross-Sectional study used to compare demographical

variables with attitude of the respondent. Well-structured

Questionnaires was developed for direct consumer and doctors

to identify important variables influencing Pharmaceutical

advertising effectiveness and purchase behavior towards

medicine. Non- probability systematic convenient sampling

technique has been followed. Survey was conducted and data

was analyzed on the basis of responses provided by 329

respondents as consumer and 150 respondents as Doctor.

Researcher has applied factor analysis for data reduction and

ANOVA & Chi-Square test for hypothesis testing.

This study was conducted to develop a simple framework

for finding out the impact of the different kinds of

advertisement and promotional tools offered by pharmaceutical

industry on the Consumer Purchase behavior and prescribing

 31

behavior of doctors. The trend towards self-medication is

likely to grow as consumers are becoming familiar with OTC

drugs, due to extensive advertising by companies. The present

study intends to explore advertising effectiveness of OTC

drugs and Prescription drugs amongst consumers and Doctors.

Although there are different means of providing the consumers

with drug information, advertising seems to be one of the

best way and a powerful method of broadcasting information.

The customer purchase behavior study in Pharmaceutical

advertisement is based on the consumer purchase behavior

because buying the medicine lies in the hand of customer

(doctor) rather than final consumer (patient). So, the

customer (doctor) acts as an indirect consumer. Due to this

there are two types of customers ear-marked in this study,

one is doctor who is indirect consumer and the other one is

patient who is direct consumer. The advertisement of

Pharmaceutical was found to be persuasive.

Findings of the study can help the marketing managers of

pharmaceutical companies in designing their promotional

strategies especially for doctors and consumers. Construct

validity and reliability of the data were tested using

Cronbach’s alpha coefficient. Descriptive statistics and Chi-

Square Tests for Independence were generated to study the

 32

relationship between measures for each of the research

questions and the demographics & miscellaneous variables.

Results show that advertisement is effective in affecting the

decision process and positive impression of the consumer

towards particular medicines and there is significant

association of medium of advertisement that gets the

attention with educational qualification. Occupation and age

of the respondent as the Chi-square value is significant. The

Visual presentation of advertisement creates more attention

and makes their impacts in selection of medicine. Doctor

agreed that Medical Representative is a key element for

providing information about medicines and they are important

promotional channel used by companies that makes their long-

lasting effect on doctor.

The study of Dheeraj (2014) is related to our topic

because the study is about advertising. The study shows that

Visual presentation of advertisement creates more attention

and makes their impacts in selection of medicine. The

difference to Dheeraj (2014) to the recent study is that the

he advertised a medicine product which is pharmaceuticals

while the recent study advertised a baked product called

cupcakes.
 33

Dr. Sindhya V. (2013) conducted a study which aimed on

the Influence and Impact of Advertising to Consumer Purchase

Motive among student teachers. The study aims to investigate

and evaluate the impact of advertising on the consumer

preferences and loyalty in regards to the product/service

promotion of different products among student teachers of

Kerala. This study is significant in promoting advertising

awareness among the future citizens through teachers of

tomorrow. Survey method was used for the study which is

supported by interview on a sample of 200 student teachers

selected from two colleges in rural and urban based. The study

reveals that the level of awareness of the effect of

advertisement is comparatively better than expected among the

student teachers. Many of them are active listeners of the

media for gathering information regarding the new products,

trend in the market and make a comparison with the products

of other firms. The consumer culture is more prevalent in

rural students than in urban students. Majority of female

students are interested in cosmetics and jewelry while the

male students are more concerned with automobiles and

electronic equipment’s. Advertising is a form of

communication intended to persuade an audience (viewers,

readers or listeners) to purchase or take some action upon

products, ideals, or services. It includes the name of a

 34

product or service and how that product or service could

benefit the consumer, to persuade a target market to purchase

or to consume that particular brand. These brands are usually

paid for or identified through sponsors and viewed via various

media. Advertising can also serve to communicate an idea to

a mass amount of people in an attempt to convince them to

take a certain action, such as encouraging 'environmentally

friendly' behaviors, and even unhealthy behaviors through

food consumption, video game and television viewing

promotion, and a "lazy man" routine through a loss of

exercise. Modern advertising developed with the rise of mass

production in the late 19th and early 20th centuries. Mass

media can be defined as any media meant to reach a mass amount

of people. Several types of mass media are television,

internet, radio, news programs, and published pictures and

articles. The questionnaire is prepared which consists of

four sections comprising: basic characteristics of the

respondents for their identification; the perceived methods

that the product uses for addressing the needs of their target

consumers; the consumers' preferences and loyalty with

regards to information on the product; and the effects of the

product's advertisements to the consumers.

 35

The study of Dr. Sindhya V. (2013) is similar to the

present study of advertisement where in trying to explain how

the advertisement can affect to the consumers and if this

kind of advertisement can persuade the consumers to bought

items. The two studies have the similar respondents yet the

related study’s respondents are not just simply students but

student teachers.

Frusch (2016) spearheaded a study to explore the

effectiveness of different types of comparative advertising

and different types of brands. Their participants in their

research was 271 respondents.44.7% of them were men and 55.3%

were women. The researcher used survey to get the data they

needed via social media and on campus. The major findings

found in their study are first, in chapter 2 we hypothesized

that comparative advertising is more effective than non-

comparative advertising regarding 'attitude towards the

advertisement' and 'purchase intention'. The Elaboration

Likelihood Model (Petty and Cacioppo, 1984) suggests that

comparative advertising is more attention getting and

therefore processed via the central instead of the peripheral

route (Droge, 1989). However, the results show an opposite

effect. A possibility may be that comparative advertising

does not trigger involvement as much as Wilson and

 36

Muderrisoglu (1980) stated. Most studies that found evidence

for comparative advertising being processed via the central

route are studies before 2000. Nowadays, because of the

introduction of social media, the advertising effects may

have changed. More research is needed to investigate

comparative advertising in the age of social media. Second,

hypotheses 2 stated that it is in general more effective to

use implicit than explicit comparative advertising. This is

also based on the Attribution Theory (Kelley and Michela,

1980), which suggests that implicit comparative advertising

might not be directly recognized as comparative advertising

relative to explicit comparative advertising. Therefore, less

counter arguing would occur. Hence, we expected that that

implicit comparative advertising is more effective for

attitude towards the advertisement, purchase intention and

credibility than explicit comparative advertising. We found

confirming evidence for an effect on attitude towards the

advertisement and purchase intention. Hence, implicit

comparative advertising may apparently not be directly

recognized as comparative advertising and may evoke less

counter arguing. Third, the Categorization Theory (Mervis and

Rosch, 1981) suggests that comparative advertising increases

the likelihood of similarity between two compared brands or

products (Sujan&Dekleva, 1987; Gorn& Weinberg, 1984).

 37

Therefore, we expected that it is more effective for a low-

share brand to use explicit comparative advertising than for

a high-share brand. In general, the results show an opposite

effect. These results may imply that similarity between two

brands is less beneficial for low-share brands than was

expected in the first place. A possible explanation could be

that high-share brands may more positive assessed since they

may already exist in someone’s memory structure

(Sujan&Dekleva, 1987). This explanation is supported by our

additional analysis. Table 7 shows that all the means of high-

share brands are higher than the means of low-share brands.

For purchase intention (F(2, 262) = 20.39, p< .001) and

credibility (F(2, 262) = 17.51, p< .001) it is an

statistically significant difference. In conclusion, for

further research it is recommended to allow respondents more

time to process the message. Furthermore, it is recommended

to include a visual comparison in addition to textual

comparisons. Also, it would be better to search for a more

diverse respondent group to control for other factors that

may influence the relationship. Last, it is advised to use

more kinds of product categories and use products for which

people surely have no preferences.

 38

The study of Frusch (2016) is related to the recent study

because it uses different types in advertising. The two

studies both uses social media to in advertising their

products to attain their data. However, the difference of the

two studies is that the related study focuses on the

effectiveness of different types of Comparative advertising

and different types of brand while the recent study focuses

on the effectiveness of the different types of advertisement

in selling their product.

Maheshwari, Prateek et. al. (2014) conducted a study

about the Advertisement Effectiveness: A Review and Research

Agenda.In today’s highly competitive, dynamic and technology

driven business circumstances, marketers are under steady

pressure to deliver the best. Organizations are continuously

improving and upgrading themselves to meet customer

expectations and demands. Technology has not only changed the

way in which business is done in modern times but has also

transformed the way to reach out to target audience. Marketers

have identified most recent media options to communicate and

convince potential customers. Numerous scholars have studied

the research domain of advertising and have tried to recognize

different measures of advertisement effectiveness in context

of various media. The objective of this paper is to critically

 39

review accessible literature on advertisement effectiveness

in context of varied advertising media, recognize major gaps

in the literature and identify future research prospects on

the basis of critical analysis of literature. In such an

aggressive business situation, advertising plays an important

role in communicating with customers, both current and

potential. With the advent of new technology and development

of various modern media, advertisers have discovered several

innovative promotional options to lure target audience. The

rapid proliferation of internet, cell phones, movies and

video games has convinced marketing personnel to consider

these as emerging media alternatives. Therefore,

understanding advertisement effectiveness in context of these

emerging media choices is essential as it would contribute

significantly to the productivity of advertisers in terms of

effective allocation of their marketing budgets. Students are

taken as sample audience in nearly all the researches which

is not appropriate and thus a debatable issue. It is also

evident that majority of the studies are done in USA, UK and

other foreign countries. Typically, in Indian scenario, the

subject of advertisement effectiveness has not drawn much

attention of researchers.
 40

This study of Maheshwari, Prateek et. al. (2014) is

related to the present study where in the purpose of the study

is to understand the concept of the advertisement and the

effectiveness of it. In this study the researcher’s explored

the area of measuring advertisement effectiveness with

different views to prove this study. Therefore, understanding

advertisement effectiveness in context of these emerging

media choices is essential as it would contribute

significantly to the productivity of advertisers.

Ma & Liu (2010) explains the advertising management

effectiveness of online advertising. Both primary and

secondary data are collected in this study. There are various

sources for collecting secondary data, such as books which

are borrowed from the school library, marketing journals

which are searched from databases, and reports from official

websites. The primary data is collected for analyzing the

research question. A questionnaire is designed according to

the analytical framework and sent to white-collar workers. In

this study, a self-completion questionnaire is designed and

surveyed on the internet. It is impossible to interview so

many consumers in the authors’ research, thus self-completion

questionnaire is chosen by the authors; questionnaire is

convenient to responder because they can finish the

 41

questionnaires in different places and time when they want.

The authors combine two models which are management of online

advertising communication model and Hierarchy of

effectiveness model. These two models are applied to measure

how advertisers communicate with consumers and how

advertisers affect consumers separately. In this study,

although consumers will take buying the product into account

if they need, they will not plan to buy the product. It can

be seen that white-collar workers’ behavior is very

rational.Through this way, good management can improve

conative degree of consumer behavior.

The study of Ma & Liu (2010) is similar to the present

study because it both attempted to persuade consumers to buy

certain products through advertising online. It shows how the

advertisement influenced the consumers about their products.

However, the difference between both studies is that the

related study focuses on advertising management while the

recent study focuses on the different types of advertisement.

In the study of Naidoo (2011) is about the effectiveness

of advertising through the social media in Gauteng. The target

audience is a unique generation and has developed a personal

filtering system against the onslaught of traditional media.

The current idea is to try and build customized relationships

 42

with future clients from a young age, by developing a

relationship that complies with their requirements which

social media has made a possibility. This study attempts to

investigate the effectiveness of advertising through social

media, focusing on the social media medium of Facebook to

determine the key correlations and factors that affect the

effectiveness of advertisements on Facebook. The target

audience utilised is based in the geographical region of

Gauteng. A survey was circulated via email to everyday

consumers (n=189).Their attitude towards the brand used in

the survey, as well as their loyalty to brand, were explored.

In this day and age, with the very strong impact of

globalization, digitalization and social media, advertising

is changing. Many companies and advertising role players are

forced to implement new consumer and business models and apply

innovative business strategies. Social media marketing has

become a norm for most companies. The process of marketing is

used through social media sites like Twitter, Facebook and

YouTube. By utilising the social aspect of the web, social

media marketing is able to connect and interact on a much

more personalised and dynamic level than through traditional

marketing.
 43

Descriptive statistics and correlations revealed that

many factors actually influence one‟s attitude to a brand and

the actual effectiveness of the advertisement. Some trends of

interest that were found were the fact that brands that have

achieved a strong market presence, automatically attain the

attention of consumers in the advertisements. The use of

models correlated to the thought processes of consumers also

played a role in determining how advertisements are actually

perceived. There are four particular constituents that

contribute to advertising effectiveness on Facebook, namely

brand engagement, brand attitude, brand image and consumer

engagement. In conclusion, for advertisements to be effective

on Facebook, a brand must be established and have a strong

brand reputation as the advertisements on Facebook serve to

supplement the brand rather than to put the brand up the ranks

in terms of reputation. It is suggested that the survey is

reviewed and the study expanded to a less stratified and more

multi-cultural environment.

The study of Naidoo (2011) is similar to the present

study because it also uses social media in advertising. The

related study tested the effect of the new form of

advertisement in today’s society. The use of social media

became norm in both studies.

 44

Scutaru (2010) conducted a study about Evaluating Advertising

Effectiveness in The Case Study of Moldovan Bank Advertising

Campaign.Assessing the effectiveness of advertising campaigns

has always been a debate topic in the econometric literature.

Using diff-in-diff and nearest neighbor matching estimators.

The researcher was able to measure the impact of advertising

on people’s awareness and on expected sales based on the data

from Moldovan bank. Moreover, the analysis reveals that

unconventional advertising has the highest impact on

awareness and does not depend on country or industry

particularities, which is in line with the economic theory.

However, in Moldova, due to country specifics, conventional

ways of advertising have a significant impact on awareness,

a result which is different in the US. The research

methodology and finding are valuable for companies and

governments aiming at raising awareness among people.

In this research, the researcher demonstrated the two

main statements when data is missing the controlled

experiment framework is the advisable way to design the

research and the usage on unconventional media yields

significant results which do not depend to industry

characteristics. In the thesis I have implemented the

existing theoretical concepts and methodology in order to

 45

analyze an advertising campaign of a Moldovan bank. The

study’s results reveal that the campaign had a significant

impact on people’s awareness which proves that the

advertising campaign was effective. However, in the study’s

model several relevant variables are missing because of data

unavailability, which allows for further research.

The most important variables which need to be added into

model are the cost of advertising and the amount of sales in

the following months after the campaign. The amount of sales

is very important because it can help us to come up with a

ratio from the campaign between advertising awareness and

number of products sold. This ratio can be further tested and

compared to both company’s past ratio and to the other similar

findings in the economic literature. Moreover, coupled with

the cost of advertising the management of any company can

decide which media channel to use, what type of advertising

copies to transmit and whether to advertise or not at all.

For further research, the researcher would also check

whether some advertising messages transmitted through

different channels can yield the same or similar results in

terms of awareness or impact for economists, because in this

manner we can compare some specific characteristics both

across countries and industries. In addition, this would

 46

represent an applicable finding for the any company or even

the government.

Finally, an extension, how to evaluate future

advertising campaigns was suggested by the marketing experts

in the bank. Besides awareness and its impact on sales, very

useful questions for further research would be what messages

from an ad make people memorize the brand, do they understand

the message, and, in the end, do they make the purchase.

Moreover, we can be analyzed the probability of people

memorizing something from the campaign such a number, a

mascot, a song etc. and associating it with a product brand

or the company’s name. Analyzing the variable will help to

conclude if an advertising campaign was indeed successful or

not.

The data was collected by the institution though

surveys, where randomly selected 500people from each city

were asked to fill in questionnaires before the advertising

campaign started.

The similarity of the study of Scutaru (2010) to the

present study is it both evaluates the effectiveness of

advertising. The two studies state the amount of sales is

very important because it can tell that the consumers are

aware and much persuades about the advertisement. The

 47

difference between both studies is that the related study

conducted a study about the advertising effectiveness of the

bank’s advertising campaign while the present study conducted

a study about the effectiveness of the different types of

advertisements in selling cupcakes.

Walia (2010) did a comparative study about the

effectiveness of various medium that used in advertising.

They have two sets of respondents: Diverse set of companies

and consumers.Theirrespondentswere diverse set of 8-10

companies which was interviewed and given

questionnaire.Anotherrespondent was 30 consumers which the

researchers gave questionnaires to. And their findings in

research are:

Various impact of different advertising medium:

1. Television gives access as a medium of advertising to

maximum number of people and creates an own distinct image of

the company. In fact, television viewers are even more apt to

fully “tune into” an advertisement.

2. Newspaper advertising is one of the cheapest way to reach

mass audience. Moreover, according to the research people

feels, newspaper advertising is one of those mediums where

 48

the message is delivered in one of the most effective ways,

without wasting the time of people.

3. Magazines offer a slightly better opportunity to catch

the reader’s attention. Readers tend to peruse magazines more

carefully than they do newspapers.

4. Radio offers dramatic improvement over “print”

advertisements. The “listener” is captivate to the message

unless they switch stations or turn off the radio.

5. Outdoor and transit advertisements are hard to avoid

viewing. They increase visibility and people votedthat, their

opinion changes on a particular brand after seeing it

advertised again and again at outdoor locations.

6. Direct mail has the highest impact of any medium. Your

message reaches each recipient in a personalized way and at

a moment they have chosen to consider your message.

All mediums of advertising, have their different

functions, cover different needs and have different sets of

target audience. The needs of the business should be analyzed

first and then the above information can be used to

understand, which medium of advertising could be best for any

business.
 49

The similarities between the research study of Walia

(2010) to the recent study is that it both uses various

mediums in advertising. It also tests how effective those

mediums that are used. However, the difference between the

two studies is that the related study’s respondents are

companies and consumers while the recent study’s respondents

are only consumers.

Yen et. al. (2008) explains the management strategy of

Direct Selling Management Strategies. The management strategy

of Direct Selling is quite different than that of business

administration of general enterprise; it is an industry that

is highly mobile and emphasizes on interpersonal

relationship; no matter it is Direct Selling or Marketing,

although they can save the company a lot of cost, yet they

are accompanied with uncertain risk. Being affected by the

rat’s club due to the misuse of Direct Selling, government

has to put control on Direct Selling; currently, most people

still do not know too much about Direct Selling and they worry

that they might become a victim of ”pyramid fraud” if they

are not very careful, which in turn makes the spreading of

Direct Selling more difficult. Therefore, some Direct Selling

companies such as Avon, changes its form from single-level

Direct Selling into multi-channel sale so as to adapt to the

 50

change in the social form. Therefore, in this study, they are

going to aim at the study of one Direct Selling form, that

is, in-depth study and understanding on Avon’s multi-channel

system.

The study of Yen et.al (2008) is related to the present

study because both studies used Direct Marketing in selling

their products. The two studies finds out the effect of this

type of advertisement to their consumers. However, the

difference between the two studies is that the related study’s

products are cosmetics while the recent study’s products are

cupcakes.

CHAPTER III

RESEARCH DESIGN AND METHODOLOGY

Method of Research

The researchers made use of the experimental method of

research to investigate the effectiveness of the different

types of advertisements in selling cupcakes to the selected

Grade 8 students of Roosevelt College Inc. Rodriguez Campus

in the school year 2017-2018. Experimental method of research

as a method which find out “what will be” when data are

gathered in controlled conditions.

 51

Locale of the Study

This study was conducted at Roosevelt College Inc. –

Rodriguez Campus, a private, non-sectarian school which is

located at Manggahan, Rodriguez, Rizal. It was established in

1962 and currently one of the five branches of Roosevelt

College Incorporated and part of the Far Eastern University

(F.E.U) Group of Schools. It offers primary and secondary

education which includes the Kto12 curriculum program. The

researchers made use of the Secondary Education Department

particularly, the Grade 8 Students. It has different

laboratories namely Computer laboratory, Speech laboratory,

a Chemistry laboratory and a Genyo laboratory for online

learning of the students. It has air-conditioned learning

resource center or Library with different classification of

books and Research Papers conducted by former students of the

school. It also has Audio Visual Room (A.V.R) for watching

educational films, PTC and Teacher’s meetings. The school

also has a clinic, cafeteria and restrooms. It has a newly

built Gymnasium for different celebrations like Nutrition

month, Buwan ng Wika, Math week, Science week, I.C.T week,

Pageants, MAPEH activities, for Recognition and Graduation

day. The Roosevelt College Inc. – Rodriguez Campus has already

passed the PAASCU Level 2 accredited private school status

 52

and it is now undertaking and completing the requirements for

the Level 3 PAASCU Accreditation.

Respondents/Subjects of the Study

The respondents of the study are the grade 8 students

enrolled at Roosevelt College Inc. Rodriguez Campus during

the school year 2017-2018. The researchers selected four of

the six sections of grade 8 namely Acacia, Banaba, G. Melina,

and Narra – A. There were 45 students in 8- Acacia who was

presented by the Broadcast Media, 43 students in 8- Banaba

who was presented by the Print Media, 43 students in 8- G.

Melina who was presented by the Support Media, and 36 students

in 8- Narra-A who was presented by the Internet advertisement.

The researchers used stratified sampling in selecting the

year level of the population then did alottery method

technique in determining what sections will be presented by

each of the different types of advertisements.

Research Instruments

In this study, the main instrument used by the

researchers is survey questionnaires. It is used by the grade

8 students in evaluating the type of advertisement that was

presented in their section. There are five self-made

questionnaires containing 5-item questions about the

 53

advertisement and each one of four questionnaires is for each

of the different types of advertisements.

Data Gathering Procedure

The researchers first sought the approval of Mrs.

Carmencita V. Alcantara, the school Administrative Supervisor

and Directress of Roosevelt College Inc. – Rodriguez Campus

for them to conduct a study entitled “The Effectiveness of

Different Types of Advertisement in Selling Cupcakes to the

Selected Grade 8 Students of Roosevelt College Inc. Rodriguez

Campus School Year 2017-2018”. After the approval letter was

sent and accepted, the researchers started conducting the

study.

The researchers prepared a script fortheir advertisement

of their cupcakes and announced it in front to the students

of grade 8 – Acacia (Experimental Group I) for the broadcast

media advertisement. For the print media advertisement, the

researchers created and designed their self-made flyers in

advertising the cupcakes and give it away to the students of

grade 8 – Banaba (Experimental Group II). The researchers

also designed and created their self-made posters for the

support media advertisement and posted it on the classroom of

grade 8 – G. Melina (Experimental Group III) in advertising

the cupcakes. Lastly in the internet advertisement, the

 54

researchers first asked the students of grade 8 – Narra

A(Experimental Group IV) their facebook profile then make use

the facebook messenger application and individually message

them about the cupcake advertisement. The advertising and

selling process is the done in the same week. The grade 8

students can order the cupcakes anytime and it will be given

to them the next day in one week. The researchers advertised

the cupcakes non-consecutively three times, more specifically

in the first day, third day and the last day of the week.

After the week of advertising and selling of cupcakes, the

grade 8 students evaluated the type of advertisement that is

presented in their section. After all the data are gathered,

it will now be subjected to presentation, analysis, and

interpretation.

Statistical Tools

These are the formulas that the researchers used to

finish the study:

Frequency – This was used to determine how many cupcakes are

sold in each of the different types of advertisements used on

the Grade 8 students in one week.

 55

Percentage – This formula was used to get the total ratio of

the cupcakes sold in a week for each type of advertisement

used on the Grade 8 students.

𝑓
Formula:%=
𝑛

Weighted Mean–This formula was used to interpret the response

of the Grade 8 students about the type of advertisement

presented in their section.

∑𝑓⋅𝑤𝑒𝑖𝑔ℎ𝑡
Formula:𝑥̅ =
𝑛

CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

After the data was gathered, they were tabulated for

better analysis and interpretation.

Table 1
 56

The number of cupcakes sold in each of the different types

of advertisements

Types of How many cupcakes

Percentage (%)
Advertisements are sold

Broadcast Media 34 23.29

Print Media 47 32.19

Support Media 21 14.38

Internet 44 30.14

TOTAL 146 100%

Table 1 presents how many cupcakes are sold within one

week. In broadcast media, there were 34 total cupcakes

sold. In print media, there were 47 total cupcakes. In

support media, there were 21 total cupcakes. Lastly, in

internet, there were 44 total cupcakes. It implies that

print media and the internet advertisement are the twotype

of advertisement which sells cupcakes more. These two types

of advertisement almost got the same value of numbers of

cupcakes sold and got a percentage of 30% to 32%. In

addition, there is also a difference in the numbers of

cupcakes sold using the different types of advertisements.

Table 2

The number of cupcakes sold in each day within one week

 57

Period of Selling
Types of
Advertisements Day 1 Day 2 Day 3 Day 4 Day 5
Broadcast
23 3 4 0 4
Media
Print Media 12 23 8 0 4

Support Media 0 0 18 0 3

Internet 18 0 19 0 7

Table 2 shows the number of cupcakes sold in each day

within one week. In broadcast media, it only took one day the

advertisement to persuade the students to start buying

cupcakes. In print media, it also took one day the students

to start buying cupcakes after distributing the

advertisement.In support media, it took 3 days for the

students to buy cupcakes in the second time of advertising.

Lastly, in internet, the students start buying cupcakes in

the first day of advertising. It implies that 3 out of 4 types

of advertisements have the same day in which students start

buying cupcakes while 1 out of 4 types of advertisements took

longer for the students to buy cupcakes. In addition, as of

the results in the table shown above, the second and the

fourth day of the week has the least of numbers of cupcakes

sold as the researchers only advertised the cupcakes on the

first, third and the last day of the week. This means that,
 58

if one business stops advertising, the chances are no one

would buy your product. Nowadays, it is very important for

the business to consistently advertise the product. There is

no way a day that the business will stop advertising their

product or otherwise nobody will be encouraged to patronize

the product.

Table 3

The responses of the grade 8 students to the survey

questionnaire in the type of advertisement that

was presented in their section.

Broadcast Media advertisement

Statements WM VI
 59

1. The advertisers’ voice’s reflects assurance,

joy and authority. 4.47 Very Good
2. The advertisers clearly stated the
information such as the price, contacts, and
flavor of the cupcake. 4.49 Excellent
3. The Tagline in our advertisement is well -
stated, catchy and easy to remember our
business. 4.49 Very Good
4. The product is well – presented and it is
appealing to see. 4.67 Excellent
5. The product that you bought is exactly what
you saw in the advertisement. 4.70 Excellent
Total Average 4.6 Excellent

Table 3 presents the responses of the grade 8-Acacia to

the type of advertisement presented to them which is the

broadcast media advertisement. According to the responses

shown above, the statement in which the advertisers’ voice’s

reflects assurance, joy and authority& the tagline in the

advertisement is well -stated, catchy and easy to remember

the business is rated as very good. On the other hand, the

statement in which the advertisers clearly stated the

information such as the price, contacts, and flavor of the

cupcake, the product is well – presented and it is appealing

to see& the product that they bought is exactly what they saw

in the advertisement is all stated excellent. The fourth

statement has gained the highest rate in which the students

 60

appreciated it more since the fifth statement is only been

evaluated by the students who bought cupcakes and the least

rate is the first statement which they considered less. It

implies that the overall evaluation of the grade 8-Acacia to

the type of advertisement that was presented in their section

which is the broadcast media is rated as excellent.

Table 4

Print Media advertisement

Statements WM VI
1. The advertisement is creative and
attractive. 4.56 Excellent
2. The advertisers clearly stated the
information such as the price, contacts, and
flavor of the cupcake. 4.35 Very Good
 61

3. The Tagline in our advertisement is well -

stated, catchy and easy to remember our
business. 4.05 Very Good
4. The product is well – presented and it is
appealing to see. 4.51 Excellent
5. The product that you bought is exactly what
you saw in the advertisement. 4.70 Excellent
Total Average 4.4 Very Good

Table 4 shows the responses of the grade 8-Banaba to the

type of advertisement presented to them which is the print

media advertisement. Showing the results above, the students

rated very good the statements that discusses where the

advertisers clearly stated the information such as the price,

contacts, and flavor of the cupcake & the Tagline in the

advertisement is well - stated, catchy and easy to remember

the business. Meanwhile, the students rated excellent the

statements in which the advertisement is creative and

attractive, the product is well – presented and it is

appealing to see& the product that they bought is exactly

what they saw in the advertisement. The least admired in print

media is the third statement and the highest is the first

statement even though the fifth statement seems to be the

highest of all, it is beingevaluated by students who only

bought cupcakes. It concluded that the overall evaluation of

 62

the grade 8-Banaba to the type of advertisement that was

presented in their section which is the print media is

evaluated very good.

Table 5

Support Media advertisement

Statements WM VI
1. The advertisement is creative and
attractive. 4.60 Excellent
2. The advertisers clearly stated the
information such as the price, contacts, and
flavor of the cupcake. 4.40 Very Good
3. The Tagline in our advertisement is well -
stated, catchy and easy to remember our
business. 4.40 Very Good
4. The product is well – presented and it is
appealing to see. 4.63 Excellent
5. The product that you bought is exactly what
you saw in the advertisement. 4.69 Excellent
Total Average 4.5 Excellent
Table 5 presents the responses of the grade 8-G. Melina

to the type of advertisement presented to them which is the

support media advertisement. The result shown above stated

that the statement in which the advertisers clearly stated

the information such as the price, contacts, and flavor of

the cupcakeas well as where the tagline in the advertisement

is well -stated, catchy and easy to remember the business is

 63

valuated very good. Conversely, the remaining statements

dictating the advertisement is creative and attractive, the

product is well – presented and it is appealing to see& the

product that they bought is exactly what they saw in the

advertisement is valued as excellent. The highest rate of

evaluation is the fourth statement, in contrary, the least is

both the second and third statement. Above all, it infers

that the overall judgement of the grade 8-G. Melina to the

type of advertisement that was presented in their section

which is the support media is excellent.

Table 6

Internet advertisement

Statements WM VI
1. The advertiser replies fast and answer the
asked questions complete. 4.69 Excellent
2. The advertisers clearly stated the
information such as the price, contacts, and
flavor of the cupcake. 4.92 Excellent
 64

3. The Tagline in our advertisement is well -

stated, catchy and easy to remember our
business. 4.78 Excellent
4. The product is well – presented and it is
appealing to see. 4.78 Excellent
5. The product that you bought is exactly what
you saw in the advertisement. 4.92 Excellent
Total Average 4.8 Excellent

Table 6 presents the responses of the grade 8-Narra A to

the type of advertisement presented to them which is the

internet advertisement. As for the results shown above, all

of the statements were all given an excellent evaluation. But

the highest of them all is how the advertisers clearly stated

the information such as the price, contacts, and flavor of

the cupcake and the least is in which the advertiser replies

fast and answer the asked questions complete. Nevertheless,

it indicates that the overall rating of this type of

advertisement which is the internet advertisement is

excellent.
 65

Chapter V

SUMMARY, CONCLUSION AND RECOMMENDATIONS

Summary

This study aimed to know the effectiveness of different

types of advertisements to the selected grade 8 students of

Roosevelt College Inc. – Rodriguez Campus school year 2017 -

 66

2018. More specifically, it sought answers to the following

questions.

1. How many cupcakes will be sold using the different types

of advertisement to the selected Grade 8 students within

one week in terms of the following variables:

4.1 Broadcast Media

4.2 Print Media

4.3 Support Media

4.4 Internet

2. How long will the cupcakes be sold using the different

types of advertisements to the selected Grade 8 students

within one week in terms of the following variables:

a. Broadcast Media

b. Print Media

c. Support Media

d. Internet

3. What will be the evaluation of the selected Grade 8

students to the type of advertisement that was presented

in their section?

4. Is there a difference in the number of cupcakes sold

using the different types of advertisements?

The method used in this study is experimental method. The

subject and the respondents of this study are the grade 8

 67

students of Roosevelt College Inc. – Rodriguez Campus. The

researchers used 165 students from the sections Acacia,

Banaba, G. Melina and Narra-A. The Experimental group I (8-

Acacia) with 45 students was presented by the broadcast media

in advertising the cupcakes, the experimental group II (8-

Banaba) with 43 students was presented by the print media in

advertising the cupcakes, the experimental group III (8-G.

Melina) with 42 students was presented by the support media

in advertising the cupcakes and the experimental group IV (8-

Narra A) with 36 was presented by the internet advertisement

in advertising the cupcakes.

The major findings of the study were summarized below.

1. The numbers of cupcakes sold in broadcast media who was

presented to the experimental group I (Acacia) is 34. It

only took one day for them to start buying cupcakes after

advertising it.

In evaluating the type of advertisement presented

to them, the statement in which the advertisers’ voice’s

reflects assurance, joy and authority& the tagline in

the advertisement is well - stated, catchy and easy to

remember the business is rated as very good. On the other

hand, the statement in which the advertisers clearly

stated the information such as the price, contacts, and

 68

flavor of the cupcake, the product is well – presented

and it is appealing to see& the product that they bought

is exactly what they saw in the advertisement is all

stated excellent. The fourth statement has gained the

highest rate in which the students appreciated it more

since the fifth statement is only been evaluated by the

students who bought cupcakes and the least rate is the

first statement which they considered less. It implies

that the overall evaluation of the grade 8-Acacia to the

type of advertisement that was presented in their

section which is the broadcast media is rated as

excellent.

2. The numbers of cupcakes sold in print media who was

presented to the experimental group II (Banaba) is 47.

It only took one day for them to start buying cupcakes

after advertising it.

In evaluating the type of advertisement presented

to them, the students rated very good the statements

that discusses where the advertisers clearly stated the

information such as the price, contacts, and flavor of

the cupcake & the Tagline in the advertisement is well

- stated, catchy and easy to remember the business.

Meanwhile, the students rated excellent the statements

in which the advertisement is creative and attractive,

 69

the product is well – presented and it is appealing to

see& the product that they bought is exactly what they

saw in the advertisement. The least admired in print

media is the third statement and the highest is the first

statement even though the fifth statement seems to be

the highest of all, it is being evaluated by students

who only bought cupcakes. It concluded that the overall

evaluation of the grade 8-Banaba to the type of

advertisement that was presented in their section which

is the print media is evaluated very good.

3. The numbers of cupcakes sold in support media who was

presented to the experimental group III (G. Melina) is

21. It took three days for them to start buying cupcakes

after advertising it.

In evaluating the type of advertisement presented

to them, the statement in which the advertisers clearly

stated the information such as the price, contacts, and

flavor of the cupcake as well as where the tagline in

the advertisement is well -stated, catchy and easy to

remember the business is valuated very good. Conversely,

the remaining statements dictating the advertisement is

creative and attractive, the product is well – presented

and it is appealing to see& the product that they bought

is exactly what they saw in the advertisement is valued

 70

as excellent. The highest rate of evaluation is the

fourth statement, in contrary, the least is both the

second and third statement. Above all, it infers that

the overall judgement of the grade 8-G. Melina to the

type of advertisement that was presented in their

section which is the support media is excellent.

4. The numbers of cupcakes sold in internet advertisement

that was presented to the experimental group IV (Narra

A) is 44.

In evaluating the type of advertisement presented

to them, all of the statements were all given an

excellent evaluation. But the highest of them all is how

the advertisers clearly stated the information such as

the price, contacts, and flavor of the cupcake and the

least is in which the advertiser replies fast and answer

the asked questions complete. Nevertheless, it indicates

that the overall rating of this type of advertisement

which is the internet advertisement is excellent.

Conclusions

Based on the findings of the study, the following

conclusions were drawn:

 71

1. The results of the number of cupcakes sold to the

different types of advertisement are; in broadcast

media, there were 34 total cupcakes sold, 47 in print

media, 21 in support media and 44 in the internet

advertisement. Moreover, there is a difference in the

number of cupcakes sold using the different types of

advertisement.

2. The cupcakes took only one day for it to start to be

sold in the broadcast media, print media, and in the

internet advertisement after advertising it one time

while it took three days for it to start to be sold

in support media after advertising the cupcakes two

times.

3. In evaluation, the broadcast media, support media,

and the internet advertisement are effective

advertisements when it comes in selling cupcakes.

However, the print media advertisement can somehow be

also an effective advertisement. Furthermore, the

highest of them all is with the use of internet

advertisement.

Recommendations

With the outcome of the research study, the following

are strongly recommended:

 72

1. To the entrepreneurs, we recommend you to use the

internet advertisement as it has the highest evaluation

in advertising the cupcake product becausemany people

especially students uses mostly the Facebook messenger

application nowadays as a medium of messaging.

2. Schools should provide a subject which focuses on

enhancing the entrepreneurial skills of the students

especially to the Accountancy, Business, and Management

(ABM) students, or programs in which they could apply

the different types of advertisements, especially the

internet advertisement when they are doing

entrepreneurship activities in their school.

3. To the future researchers who now have a prior knowledge

about the different types of advertisements, they can

conduct a similar study to have further information and

justify the results of this study, but this time with

different product.