3 hours ago Catherine Espiritu

DI KO NA KAYA. DI NA KO MAKAKARATING NG 8 TUTAL NAMAN NAGAWA KO NA TONG BACKGROUND. PADAGDAGAN NALANG SA LAST PARAGRAPH. TAS ETO PALAGYAN NG INTERNET SOURCES SA DULO SA PASAMA ITO Knowthis.com (n.d.). Marketing Tutorials. Retrieved March 14, 2011,http://www.knowthis.com/principles-of-marketingtutorials/consumer-buying-behavior/influences-perceptual-filter/ Consumers have their own reasons for buying or patronizing a certain product. In a shampoo for instance, not everyone are buying this particular brand just because it makes their hair soft. Some may be buying it because of its scent; some may be because of its price or some maybe because it is their favorite celebrity who is endorsing it. There are several sources of influences with regards to consumer behavior which can be categorized into three: internal, external and marketing (http://www.knowthis.com/). One of the internal factors is the perceptual filter which includes the consumer s interpretation of advertisements. Advertisements are seen everywhere. It could either be in the form of print, commercial or out-of-home to name a few. The advertorial is one of the most popular kinds under print. It is a form of advertisement wherein the portion of the ad bears resemblance to the editorial content of a particular magazine but features the product s message (Altstiel, 2006). It can also be called infomercials of the print media (Despres 2010). According to editors, advertorials try to achieve the level of credibility that editorials provide by using a third-party endorsement that may imitate journalistic standards. Having to use the authority of a magazine endorsers are able to capture the readers easily and inputting the product in them with the readers welcoming it. Since advertorials are made to deceive readers and make them think that the content of these are not paid or controlled by advertisers (Angus, 2000),Jon Fire argues that advertorials would violate the church-and-state division between advertisements and editorials since advertorials provide an integration of the product and makes it part of the storyline. Going back to advertisements, Speck and Elliott (1998) suggest that consumers' attitudes toward advertising are continually becoming more negative, as a result of the increasing ad clutter. And in order to overcome these problems, advertisers and media owners are finding new ways to reach consumers. In line with this, this research aims to find out EDITORIAL Section of a publication written by a journalist such as an article or feature. www.bottlepr.co.uk/glossary.html The opinions of an editor expressed in a published work. delos.zoo.ox.ac.uk/pub/2009/citobase/CiTO_terms.doc An article, typically short, expressing an opinion or point of view. Often, but by no means always, written by a member of the publication's staff. www.scribendi.com/advice/glossary.en.html