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Raw Final Paper
Raw Final Paper
TO CUSTOMERS.
By:
James Michiko B. Tiongson
March 2020
APPROVAL SHEET
In partial fulfillment of the requirement for Introduction to Research, this Paper title
CUSTOMERS” which has been prepared and submitted by MR. JAMES MICHIKO B.
It is with the most heartfelt gratitude and deepest appreciation that this researcher wishes
Our heavenly father who always answers the researcher’s prayers especially for the
strength and boundless knowledge he has given him to finish this project:
His adviser, Professor Rio S. Aburido the researcher will forever be grateful for all his
Content Page
Approval Sheet i
Acknowledgment ii
Abstract iii
Chapter I: Introduction
4.2 Recommendations 19
References 20
Appendices 22
CHAPTER I: INTRODUCTION
cause. The genuine constrained time messages are called notification, or ads for short. The goal
of elevating is to contact individuals well on the way to be eager to pay for an association's items
or organizations and entice them to buy. And, Subliminal messaging can be characterized as a
thought or message that is intended to be imperceptible to the conscious mind and go into a more
profound level or intuitive psyche. Numerous subliminal messages are pictures that are
transmitted quickly and, in this way, not be seen deliberately, yet still, discover their way into the
subconscious mind. These messages can be imparted through notices on boards, in magazines,
and even the papers. Subliminal messages everywhere regardless of whether they are difficult to
notice.
The introduction of subliminal advertising as we most likely know dates to (1957), when
a financial researcher named James Vicary, installed the words "Eat Popcorn" and "Drink Coca-
Cola" into a movie. The words appeared for a solitary edge, apparently long enough for the
intuitive to get, yet nonsensically short for the watcher to think about it.
The researcher picked this topic since it is extremely pervasive in the present society. We
are constantly bombarded with advertisements wherever we go. We can see these promotions
when we drive not far off, going to the mall, reading magazines, and read the paper. The
researcher feels that a considerable lot of these subliminal messages on promotions work for a lot
of organizations. We can perceive how subliminal messages have gotten significantly more
powerful by utilizing colors, images, and even various shapes. Numerous individuals will pick a
advertisement for an alcoholic beverage, "Nakatikim kana ba ng kinse anyos" the researcher sees
this as an unethical advertisement using subliminal messaging in a way that was playing with the
idea that people would know the taste of a well-aged alcohol beverage and yet the ad itself shows
a sexy model in a bikini and the drink in her hand could be barely seen. By examining subliminal
messages in advertisements, we can turn out to be progressively mindful of the promotions and
Almost every company selling a good or service uses some form of advertising. Advertising
is "impersonal, one-way mass communication about a product or organization that is paid for by
a marketer" (Lamb, Hair, McDaniel, 2000). Organizations promote to educate purchasers about
the organizations' items or administrations and convince shoppers to buy the organizations'
items. There is a wide range of media structures organizations use to communicate as the need
should arise to the shoppers. More conventional techniques for promoting incorporate billboards
ads, paper and magazine advertisements, direct mailings, and announcements. In any case,
advertisers are finding better approaches to communicate as the need should arise. They are
presently utilizing electronic means, for example, the web, PC modems, and fax machines. A
large portion of these techniques are utilized so an enormous objective market can be come to at
once. The reason for promoting is to convince, remind, and make individuals mindful of the
One extremely disputable subject inside promoting is subliminal publicizing. There are
numerous examinations about the subject of subliminal messages and their effects (Trappey,
1996). This kind of publicizing utilizes subliminal stimuli, messages introduced so quickly or
softly or hidden by different messages that one doesn't know about "seeing" or "hearing" them
(Hawkins, Best, Coney, 1995). At the point when advertisers put subliminal messages in
publicizing, they make subliminal advertising. Along these lines, includes the utilization of
words, pictures, and shapes that are deliberately embedded into promoting materials with the
goal that the watchers of the material see the symbolism at an intuitive level, instead of at a
Pratkanis and Greenwald (1988), distinguished four distinct sorts of subliminal boosts that an
advertiser could utilize. They are subthreshold, conceal, unattended, and figurately changed
boosts. Subthreshold upgrades are introduced at energy levels too weak to be identified by the
crowd. A model could be a calm voice rehashing words on a tape that was playing music or
glimmering words onto a screen so rapidly that the crowd doesn't know about them. Covered
improvements are hidden from the crowd by the introduction of some other superseding
improvements. This happens when a message is promptly followed by a brilliant blaze of light or
noisy clamor. Unattended boosts are exhibited so that the inserted figure is probably not going to
be recognized from its unlikely setting. An example would be blending an image in ice blocks,
clouds or mists. figural changed boosts are words or pictures obscured or mutilated to the point
that they are unrecognizable. This sort of message happens when directions are recorded in
reverse or embedded into mainstream music. Strangely, in the fourth classification as in the
primary, the boost stays unidentifiable in any event, when central consideration is coordinated
toward it.
of the US population accepts that promoting offices and the organizations they speak to
intentionally utilize subliminal publicizing (Rogers and Seiler, 1994). One of the questions many
publicizing even work?" If the subliminal insert in a promotion doesn't have any impact on the
shopper, conversations about the morals of subliminal advertisements become for the most part
hypothetical
A study by Iftekhar, Ayub, Razzaq and Aslam (2013), contemplates the impacts of
subliminal utilization of messages on buying market. The papers express that since the customer
is uninformed and naive, the advertisers take advantage in their fixation to help their deals and
benefits. While their interest in income and brand loyalty expands each day, customers are
obviously obscure about the mystery incorporation of subliminal notes in the brands they nearly
purchase day by day. Without any doubt, brands are presently anxiously expecting to have total
impact on the purchasing conduct and examples of their objective market, through subliminal
control that is named as the preeminent method for purchaser misuse (Iftekhar et al., 2013).
There was a time when promoters were allowed for changing feelings and sentiments
through a method of promotion. Now they also trigger and control conduct and feelings through
messages that can straightforwardly impact the subliminal mind (Rahman, 2013). Different
investigations and papers have broken down the truth of mind control done by means of
subliminal ads. The underlying investigations were led to guarantee whether traces of such
shrouded messages could really be seen by the subconscious mind. Today, the analyst intends to
discover what impacts of such messages on human personality and purchaser conduct. This idea
went under conversation for the absolute first time when an American advertising official James
Vicary in 1957 uncovered the utilization of subliminal control on the purchaser mind. Broad
investigation and research led by Vicary uncovered that shrouded messages like "Eat Popcorn"
Be that as it may, one can't disregard the way that the impacts of various kinds of advertisements
on enormous degree from each other. With regards to subliminal advertising it had consistently
been conflicting and there is no reasonable proof to clarify or foresee as how this idea really
functions and to what degree people are influenced (Hussin et al., 2013).
Tunali (2013), uncovered in study that publicists are abusing the information gained from the
persuasive examination about the hidden wants of the human personality and relaying behavior
to move the client into purchasing an item. The researcher’s opinion is that utilization of
subliminal ads is deceptive and misleading. Since the one seeing such advertisements doesn't
recognize the messages at a customary awareness level, the right to settle on a decision of
acknowledgment or expulsion of the message naturally taken from the buyer. It is just
information on such ads that can protect the customers from sinking in the pools of such helpless
deception. Customers must question themselves on why they are purchasing a specific item and
not fall prey to its appealing packaging or interesting brand name. It is the value, taste or nature
of the item that should be the elements of a buy choice (Tunali, 2013).
Sexual content in advertising can shift which includes a boost embedded inside the
advertisement which customers interpret as sexual. Men and Women respond in a totally unique
way relying upon the level of how they understand and perceive the ads. The thought of
incorporating sexual content is the most widely recognized and famous utilized weapon in ads.
In any case, advertisers are continually searching for subliminal styles to be embed in their ads
and to advance their items in promotion promote the message in a buyer mind effectively
without the shopper realizing it. The point to think about is that advertisers must think about the
measure and force of all minor and significant impacts commercial causes to the human
personality. Ads are simply not only essential to sponsors but rather to the customers too in this
way certain viewpoints like the degree of erotic entertainment, sexual moves ought to be made in
to thought Accordingly, this central point can't be disregard in any type of promotion. (Sofi and
Nika, 2013).
“Over the years there have been literally hundreds of studies"..."these studies show that
considerable information capable of informing decisions and guiding actions is perceived even
when observers do not experience any awareness of perceiving". (Philip Merikle, 2015).
The main purpose of the study was to determine if subliminal messages in print
advertisements affect decisions in picking a brand or buying a product. Specifically, this study
aimed to enlighten the readers on how subliminal messages in advertisements work. And to
identify and better understand how subliminal messages affect our decisions.
THEORETICAL FRAMEWORK
This research was anchored on the study of Sofi and Nika (2013) where they stated that
men and women respond differently relying only on how we see and understand the ads and the
The researcher hoped that results of this study would help the following:
Customers, in making decisions based on the quality and value and not by appeal.
messages.
In this study, the researcher focused on print advertisements that can be seen in
billboards, magazines, and brand logos by the students of Far Eastern University Manila. And
data gathered with use of a survey that will include an ad that utilized some aspects of subliminal
messaging. With the given time frame of 1 week and locale of Far Eastern University Manila.
DEFENITION OF TERMS
To help the reader a good grasp of this study, the following terms are defined:
Subliminal Messages are messages passed below its normal limits of perception
RESEARCH METHOD
The researcher used quantitative method by conducting a survey questionnaire to see how
the participants will react to the advertisements with subliminal messages within the survey
questionnaire and determine if those subliminal messages affect their decisions and choices for
their answers. And a quantitative method through an interview of an expert is also employed.
A survey will be conducted using qualitative method where the questionnaire will be
asking to rate their behavior and decisions based on the ad that will be provided to see how the
participants will fair and make their decisions in choosing and to determine if it will be affected
by the stimuli of subliminal messaging that they will see with the provided ad in the survey. The
goals and techniques associated with the method samples. We'll explore those interesting
The participants of the study will be 30 college students from Far Eastern University
Manila and Far Eastern University Institute of Technology Manila. The survey will not be
limited to a certain age, gender or year level in order for the researcher to mimic the real life
scenario of advertising where in customers of brands and companies include everyone who has
the capability to make a reasonable decision in choosing or purchasing a product. In addition,
there will also be a professional that will be interviewed to see his views and opinions about
subliminal messaging.
CHAPTER III
RESULTS
Average
20%
Sometimes
37%
Figure 1
As can be seen from (figure 1), 27% of the respondents does not pick a brand based on its
logo, 36% sometimes does, 20% average, and only 17% for most of the time and 0% for Always.
How often do you pick a brand based on its advertisement
Never
7%
Most of the time
17%
Average
27%
Sometimes
50%
Figure 2
As can be seen in (figure 2), 6% of the respondents never pick a brand based on its
advertisement, 50% of them sometimes, 27% average and 17% most of the time while 0% for
always.
Indicate on a scale of 1-5 the extent of which you experienced
the feelings below
1
Neutral 13
6
7
1
Moved 10
11
8
1
Sentimental 6
9
14
5
Satisfied 16
4
5
Sad 3
2
25
7
Interested 10
9
4
1
5
Bored 4
13
7
1
6
Happy 8
8
7
3
Aroused 8
7
12
6
Amused 12
7
5
0 5 10 15 20 25 30
Figure 3
Referring to (figure 3), we can see the feelings that were experienced by the respondents
when they were shown the ad that was included in the survey that was provided by the
researcher. Half of the respondents selected a slight feeling to average on all the options.
How well does each item describe the add
1
2
Plain 11
11
5
1
5
Unique 7
11
6
1
1
Ridiculous 6
15
7
1
1
Phony 8
13
7
1
3
Informative 13
9
4
5
5
Imaginative 12
6
2
2
Humorous 12
8
8
5
Gentle 4
14
7
3
Believable 6
14
7
1
Bad 5
9
15
0 2 4 6 8 10 12 14 16
Does not describe Slightly describes Average Describes it well Describes it very well
Figure 4
Referring to (figure 4), we can see how the respondents described the ad that was
included in the survey that was provided by the researcher. Majority of the respondents selected
2
6
Good 10
5
5
1
3
8
Favorable 7
7
5
2
4
7
Likable 7
10
2
0 2 4 6 8 10 12
1 2 3 4 5 6 7
Figure 5
As seen in (figure 5), we can see how the respondent’s attitude towards the ad was during
the time of the survey. We can see that out of the 30 respondents 2 rated a 6, 6 rated 5, 10 for 4.
For favorable its 3 for 6, 8 for 5, and 7 for 4. And last was Likable scored 2 for 7, 4 for 6, 7 for 5
and 7 for 4.
6
Likely 3
0 1 2 3 4 5 6 7 8 9
Figure 7
Referring to (figure 6), here we can see how likely the respondents are going to purchase
the product based on the ad. Out of the 30 respondents, 6 were likely to buy, 6 were also close to
These findings in (figure 1) can be considered normal since the customers in general does
not really pick a brand because of its logo. It would be more on the quality of the product or the
current trend in fashion that might influence the customers in selecting what brand would be the
These findings in (figure 2) are interesting because as you can see from the figure above
majority of the respondents are more likely to choose a brand because of its advertisement where
in if you look at (figure 1) 27% of the respondents stated that they never pick a brand based on
the logo. With these results we can see that subliminal messages might have an impact in the
advertisements and might be a factor when customers decide when selecting a brand or a
product.
From the survey (figure 3), it was found that the most notable feelings that the
respondents felt were interested, happy, amused, satisfied and aroused. These finding would be
in line with the study of (Sofi and Nika, 2013), wherein they stated that advertisements that
incorporate sexual content affect the way customers perceive and understand the true nature of
the advertisement and using the stimuli boosts embedded inside the ad to persuade customers in
buying based on the ad rather than the value of the product. As can be seen in (figure 3) the
notable feelings that were felt of the respondents were more about the ad rather than the product
itself which is “Century Tuna”. Now you would wonder why they would feel that way about
canned tuna when the advertisement only shows a model posing with the product and not giving
us much information about the product. Sofi and Nika’s (2013), paper included that the thought
of incorporating sexual content is the most widely recognized and famous utilized weapon in
ads. In any case, advertisers are continually searching for subliminal styles to be embed in their
ads and to advance their items in promotion and promote the message in the buyers mind
From the survey (figure 4), it was found that the most notable description that the
respondents selected were gentle, imaginative and unique. These results agree with the study of
Pratkanis and Greenwald (1988), where in the advertisement utilized 2 aspects of the 4 stimuli
boosts for enhancing subliminal messaging which are subthreshold stimuli and concealed
stimuli. Subthreshold stimuli are introduced which are unnoticeable or too weak to be identified
by the customers, referring to the ad in (figure 7) the readers will see that the highlight of the
advertisement is not the product but the model that is endorsing the brand. It gives little to no
connection to the product without knowing the content of the advertisement and yet marketers
use these techniques to gain the customers interest without them really paying attention. The
concealed stimuli are improvements which is hidden from the crowd by the introduction of some
other entity within the advertisement. When you linger in looking at the advertisement you will
get an idea of what the true message of the ad might be, as shown in (figure 7), investigating
more on the ad will allow you to perceive what it might be trying to say in this case the ad will
give you the idea where in if you eat “century tuna” you can get the same physic as the models
who are endorsing the ad if you include the product in you meal diet. We all know that for us to
achieve such feats it will not just be by eating “century tuna”, a well-disciplined work regiment
and food diet is also needed accompanied by a lot of hard work. In this manner the marketers
used those stimuli to persuade customers that if you buy and eat their product there will be a
chance that you could get in the same state as the one’s endorsing the products.
Interestingly given the data that was gathered prior to (figure 5) it shows a positive
feedback from the respondents, 20 of the 30 respondents Liked the advertisement, 18 were in
favor of how the ad was presented and 19 thought that the ad was good. Regardless of what
brand or company who did the advertisement if more that 50% of the respondents show positive
results that would mean its more likely to get a sale from the respondents rather than them not
buying. And this would mean the ad was successful in pre-selling the product although this does
not guarantee a sale. But still positive results are always welcome.
Here we can see that 15 out of the 30 respondents are likely to purchase the product
because of the advertisement unlike the one in (figure 5), where in the respondents only
expressed how they feel towards the add without any acknowledgment if they are going to make
the purchase. A study by Iftekhar, Ayub, Razzaq and Aslam (2013), contemplates the effects of
subliminal stimulus on the customers. The papers express that since the customer is clueless and
unaware, the advertisers take advantage in their fixation to help them close the sale. While the
number of consumers increase continuously, customers are in the dark about the mystery of
incorporation of subliminal notes in the brands they nearly purchase day by day. Without any
doubt, brands are presently anxiously expecting to have total impact on the purchasing conduct
and examples of their objective market, through subliminal control that is named as the
With all the gathered data in addition to the experts opinion the researcher would have
gained enough evidence to support that subliminal messages in print advertising does affect its
customers, in such a way that it makes them feel more interested in the brand or product with the
use of subliminal stimuli, Pratkanis and Greenwald (1988), it has then evolved into a more
conventional way for advertisers to make their product to be more appealing to the consumer
market by incorporating certain aspects of a ones personality and on how they perceive and
understand the hidden messages, although the scope and limitation of this research were limited
to college students in Far Eastern University of Manila and Far Eastern University of Manila
Institute of Technology, it does not mean that it is unreliable due to the limit of respondent. Since
the consumer market composes of all the people within a specific area. Basing it on the facts
gathered the researcher can safely assume that it was a success on trying to prove if there were
any effects at all which is getting the customers to get hooked in a product by using subliminal
messages in print advertisements. In future researches making the scope much larger and trying
it with more respondents, also not limited to college students would make the statement more
accurate and believable. Also, researchers can try to make the scale larger and not limit to print
advertisements since we are now going into a digital age and mas multimedia ads are now
everywhere.
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JK
APPENDICIES
TRANSCRIPT OF INTERVIEW
Euven: These are discreet notes or information that are included in the ad but are rarely noticed.
You would most likely spend a lot of time looking at the advert, before you find and or
understand what the true meaning of the ad is. But of course, that won’t always be the case, since
the people who make the ad do their best to keep those details well-hidden and unnoticed to gain
Subliminal messaging in advertising utilize messages that are introduced so fast, soft,
Euven: This is one way for us in the industry try to make a connection to the customers, since
our main goal is for the product to get accepted by the public and once we have their interest we
use those hidden keys and notes to make sure that they keep wanting more. Advertisements make
or break a product, so they say. The success of the product depends on how it has been presented
to the market.
“Advertising is an impersonal, one-way mass communication about the product of
organization that is paid by the marketer.” (Lamb, Hair, McDaniel, 2000). One use of
improve strategies to ensure that they are able to answer the demand and compete
with other brands. Rahman’s (2013), studies and investigation stated that traces
subliminal messages could be seen in the subconscious and this helped customers get
James: What are the known positive effects of subliminal messages in advertisements?
Euven: There are a lot of positive effects of subliminal messages in advertisements. One is that
your product will have more impact to your consumers if your subliminal message is made
controversial. Meaning, you will have more curious customers compared with the one not having
no subliminal message. Translating this form, a business sense. Your sales will increase. A very
good example of this is Popcorn. Why is it that Popcorn are very expensive in cinemas? I guess
in doing your research you came across on how subliminal messages in advertisements started.
Tunali (2013), uncovered that over the course of time companies and organizations
say they are abusing the positive effects and must have a higher standard for the
Euven: Like I mentioned in your previous question they help the marketers gain more customers
and in return get more revenue. Well honestly speaking we can’t say that incorporating
subliminal messages is a 100% sure way for marketers to increase their sales. There are also
times that ads that have subliminal messages does not make any impact on the sales of the
As stated from the previous lines and the answer provided by our expert subliminal
messages help marketers to gain the customers interest in order to help them in
James: Do you think there are negative effects coming from subliminal messages?
Euven: It depends on the perspective, like they say there are always 2 sides to a story. From a
marketer’s point of view, we can say that the negative effects coming from subliminal messages
would be dependent on how the customers see and understand the ad. If the public sees it as a
good and positive ad, then it would have been a success for us. But whenever people get the
wrong idea, or the hidden message of the ad gets misinterpreted this will have a big impact on
the product. let’s just say that there have been instances were a product got discontinued,
companies fined all because of a misunderstood advertisement. (for client privacy reasons we
Euven: Now from a customer’s point of view, one thing I could probably say on the negative
side of subliminal messages to customers is sometimes we try to make sense of something even
if there is nothing. This is when people overthink and give false ideas about the add that are not
meant by the advertisers. we can’t really say that subliminal messages have a negative effect on
us since at the end of the day we are still the one who is in control of our decisions and these ads
messages in advertisements are deceptive and misleading. Pointing out that we are
being robbed of making a choice because marketers are using techniques that play
CAREER OBJECTIVE
To work in a stimulating environment where I can apply & enhance my knowledge, skill to serve
the company to the best of my efforts.
EDUCATION
October’17 – Present Far Eastern University Institute of Technology Manila
June’11 – March ’12 Certificate in Hotel and Restaurant Operations with Professional Cooking
Asian School of Hospitality Arts (ASHA)
Kamias Campus
June’07 – March’10 University of Santo Tomas
BS Fine Arts Major in Advertising
June’96 – March’07 Claret School of Quezon City
Elementary Education – High School Education
Quezon City
UNDERGRADUATE EXPERIENCE
May’05 – June’07 Assistant Manager, Cyber loaf Internet Cafe
Nov’10 – May’11 Gym and Spa Receptionist, Famas Gym and Spa Fairview
Oct’11 – Oct’12 Customer Service Sales/Account Consultant (AFNI Philippines)
Feb’13 – Feb’14 Customer Service Support (TeleTech Techno Hub)
May’14 – Present Engineering Aide / Timekeeper (FNR Constructions)
SKILLS
Registered Safety Officer (SO1), Registered Autodesk Operator (AUTOCAD), Computer literate (MS Office
applications),
PERSONAL INFORMATION
Date of Birth: September 1, 1989
Age: 30
REFERENCES
Provided upon request