APLD03 PROPOSAL DEFENSE S.Y.

2023-2024

Traditional Vs. Digital Advertising: A

Comparative Analysis of
Effectiveness as Employed by Asian
College of Technology

PREPARED BY: Maghinay, et. al.

ABM-Argentina
APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

CONTENTS OF THE PRESENTATION:

• Rationale
• Significance
• Definition of Terms
• SOP
• Research Methodology
• Framework
• Review of Related Literature & Studies
• References
APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

Rationale:

• The advertising landscape has undergone significant changes.

Understanding how these tools can benefit the establishment’s
advertising effort is essential. An analysis can highlight which is
more effective between traditional and digital advertising into a
cohesive marketing strategy.
 APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

• The research can offer insights into resource allocation, helping the
institution make informed decisions regarding their advertising budget.
This study addresses a relevant and practical issue, offering insights
that can benefit both the Asian College of Technology and the field of
advertising in education.

• The researchers wants to shed light on the performance of both

traditional and digital advertising channels in the context of an
educational institution and in helping the institution make informed
decisions regarding their advertising budget.
 APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

Significance & Definition of Terms:

SIGNIFICANCE DEFINITION OF TERMS

• ACT
• Advertising
• Marketing Department
• Establishment
• Administration
• Institution
• Finance Department
• IMC
• Future Researchers
• Metrics
• TPB
 APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

SOP & Research Methodology:

SOP Research Methodology
The purpose of this study is to compare the effectiveness of traditional and
digital advertisement as employed by Asian College of Technology. Specifically, Method: Quantitative Design : Causal-
this study seeks to answer the following; Comparative: Non-Experimental
1.What is the profile of the respondents?
• Age Environment: Asian College of Technology-
• Gender International Educational Foundation
2.What extent do traditional advertising channels help in spreading awareness Respondents: Grade 11 & 12 ABM Students
and recognition about Asian College of Technology to its target audience?
3.What is the influence of digital advertising to the reach and engagement levels Instrument: Test Questionnaire
of Asian College of Technology with its desired demographic?
4.Which advertising channel generates higher conversion rates in terms of
Data Gathering Procedure:
prospective students inquires, application, and enrolments at Asian College of
Technology? Formal permission – Cluster sampling – time
5.Is there a relationship between students' demographic and effectiveness of schedule
traditional and digital advertising?
6.What are the most effective traditional and digital advertising tactics for the Data Analysis:
Asian College of Technology in attracting and retaining students? Central Tendency - Mean
APLD03 PROPOSAL DEFENSE S.Y. 2022-2023

Framework:
Asian College of Technology

Traditional Advertisement Digital Advertisement

Pamphlets Tarpaulins Mail Advertisement Social Media Advertising

Video Advertising

Effective way of Marketing Strategy as

employed by the institution
 APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

Related Literature:
• Traditional advertising has been effective in reaching large audiences,
building brand recognition, and conveying messages to a wide range of
demographics. (Dana, 2016).

• Digital advertisements are an essential source of information for

disseminating news and alerting customers about new goods, services,
and campaigns. They can reach customers with a variety of diverse
material at any time and from any location. (Lenin & Manivannan, 2022).
 APLD03 PROPOSAL DEFENSE S.Y. 2023-2024

References:
• Ahmed R, et. al (2019). Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability, Faculty of
Management Sciences, Indus University, https://www.mdpi.com/2071-1050/11/12/3436
• Bala M. & Verma D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, Volume
8,Pages329–332, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3545505
• Danna R. (2016). Blending traditional and digital marketing, Journal volume & issue, Bulletin of the Transilvania University of Brasov.
Series V : Economic Sciences,Vol. 9, 51 – 56, https://doaj.org/article/cb614ff34002419fa3e921a1b8c50c9e
• Garcia et. al. (2020). A review of comparative advertising research 1975–2018: Thematic and citation analyses, Journal of Business
Research, Volume 121, Page 73-84, https://www.sciencedirect.com/science/article/abs/pii/S0148296320305336
• Hung C. et. al. (2023). Traditional and Digital Marketing Strategies on Selected Private Schools in Manila City: An Analysis, World Citi
Colleges, https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4460822
• Lenin R. & Manivannan P. (2022). The Impact of Digital Advertising on Consumer Behaviour, Research Scholar, Department of
Commerce & PG Research, Hindustan College of Arts & Science, Chennai,
https://www.rajalakshmi.org/ijgbmr/downloads/IJGBMRMar22.pdf#page=111
• Morozovaite V. (2021). The Two Sides of Advertising Coin: Putting Hypernudging into Perspective,Market and LAW Competition
Review, Volume 5,No. 2, https://heinonline.org/HOL/LandingPage?handle=hein.journals/mclr5&div=20&id=&page=
• Sama R. (2019). Impact of Media Advertisements on Consumer Behaviour, The Journal of Creative Communications, Volume 14, Issue
1, https://journals.sagepub.com/doi/full/10.1177/0973258618822624
• Uchendu C. et. al. (2015). Marketing Strategies and Students' Enrolment in Private Secondary Schools in Calabar Municipality, Cross
River State, Nigeria, Online Submission, International Journal of Education and Practice volume 3, https://eric.ed.gov/?id=ED560683