Identifying the Form of Digital

Marketing Strategy Most

Effective to Millennial’s
Brand Perception
Fabic, Jamela Pia
Garcia, Allyssa Ellaine
Guevara, Patricia Nicole
Henanger, Elisabeth Jane
Lao, Lariza Nes
Pile, Bianca Therese
Pua, Leo Angelo
 ABSTRACT

Millennials are considered as the largest age group today

that access the internet frequently. Having said this,
entrepreneurs built their marketing strategies around this
phenomenon. This study aims to analyze a consumer’s
brand perception after seeing online advertisements. To
achieve this, the researchers will use a Likert-scale
questionnaire to gather the necessary information. The
respondents will be asked to answer the questionnaires by
using google forms. This study is beneficial to millennials,
entrepreneurs, and future researchers.
 CHAPTER 1: INTRODUCTION
1.1. Research Rationale
Entrepreneurs should try to introduce their products
through online marketing especially when they intend to
target a younger audience. Online marketing is a great
investment that can lead a company into a profitable state.

1.2. Research Objectives

 To analyze a consumer’s brand perception
after seeing online advertisements;
 To determine whether UST Grade 12 ABM
Students consider online peer evaluations
as a more preferred means of digital
marketing as opposed to company
generated information;
To identify if graphics in online
advertisements is a big factor in persuading
millennials to buy a product;
 And to discover the most effective
marketing approach in online
advertisements that would appeal to the
millennials.
 CHAPTER 1: INTRODUCTION
1.3. Scope and Limitations 1.4. Significance of the Study

General To determine the types of

online ads that do change
Purpose: a millennial’s brand
perception

Subject Different forms of

online
Matter:
advertisements
Topics instances – when those
certain types of online
Studied: advertisements – that
changed the brand Millennials Future Researchers
perception of
millennials

Population or Grade 12 ABM

Universe: students

Locale of the University of Santo

study: Tomas

Period of the Academic year

study: 2017-2018
Entrepreneurs
CHAPTER 2: REVIEW OF RELATED LITERATURE

2.1. Millennials as targets of Online Advertisements

2.2. Perceptions of Millennials toward varying

Digital Marketing Strategies

2.3. Online Advertisements and their Graphics

2.4. Online Reviews as a form of Internet

Advertising

2.5. Personalized Messages in Online Advertising

CONCEPTUAL FRAMEWORK

Entrepreneurs Discovered that

search for the most millennials are not Affects the
appealing type of fond of the idea of perception of
online being interfered millennials on a
advertisement to while doing their certain brand
the millennials online activities

Millennials cover a Marketers should

huge part in the avoid intrusive
web population. advertisements
(popup ads, flash
ads and etc.)

Diagram 1: Conceptual Framework

THEORETICAL FRAMEWORK

Input Process Output

Appealing Online Static, Text,
Brand Perception
Advertisements Floating Banners
Wallpaper, Popup,
Flash, Organic,
Paid, Search Engine
Marketing, Native
Advertising, Video

The diagram above explains an Input-Process-Output

framework in which variables identified are categorized based
on the pertinent treatment and consideration from their causal
relationship.
CHAPTER 3: RESEARCH METHODS
3.1. Research Design

The researchers determined that this study covers a

qualitative approach.

3.2. Research Methodology

The researchers will utilize

5-point-likert-scale-
survey-questionnaires as a
means for gathering data
CHAPTER 3: RESEARCH METHODS
3.3. Sampling Method

The researchers used convenience and

purposive sampling.

3.4. Ethical Consideration

 Letter
of consent
 Terms and conditions form
 Pseudonyms/Nicknames
 Freedom to state queries
APPENDIX
 APPENDIX
Letter of Consent

Personal Information
 APPENDIX
General Instructions

Section 1
 APPENDIX
Part 1 of Section 2

Part 2 of Section 2
APPENDIX

Section 3
 CLOSING

The researchers will soon administer the

questionnaires to their respondents.
Furthermore, the researchers are looking
forward to the results of the study.