Research of Bsa - 2 Age

8/4/2019 Research of Bsa - 2 Age

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PERCEPTION OF THE B.S.B.A. 4TH

YEAR STUDENTS ON THE SELECTED

ADVERTISING CAMPAIGN OF CSA-B FOR S.Y. 20102011

A Research Output

Presented to:

Mr. Randolf L. Asistido

In Partial Fulfillment of the Requirement

For the Subject

Basic Methods of Research

By:

Rustom D. Aguilar

Mark Angel B. Gustilo

John Rey C. Estos

March 17, 2011


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Chapter 1

Introduction

Today, in our economic society, advertising is practiced not only by business

enterprises but also by political parties, charitable and educational institutions, and

ideological groups among others. Doubtless to say, advertising has established a great

influence over the promotion of products and services of the most entities to the public

for the purpose of influencing them to buy products and services as well as their

consuming behavior. Subsequently, advertisers after setting the entitys advertising

objectives design to conduct an advertising campaign research for discovering the use of

will persuade more people to buy it (Miranda, 2000). Usually, advertisers set an

evaluative research which is performed purposely to elicit information concerning

attitudes, opinions, or impressions of people as an aide to enhance the advertising

campaign in confirmation with the customers penchant.

The reasons underlying why certain businesses engage through evaluative

research concerning their advertising campaign are usually to avoid costly mistakes in

spending the fund allocated for the advertisement, to evaluate alternative strategies

considering alternate versions of advertising on which strategy or execution is the most

effective, to increase the advertising in general as to ensure the market shares of the entity

among its rivalries behind the people who had their spirit and individuality invested to

showcasing the products and services ( Parente, 2006).


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Due to this scenario, we, the researchers of Colegio San AgustinBacolod are

planning to conduct an evaluative research regarding the effectiveness of advertising

campaign adopted by CSAB for the S.Y. 20102011 as perceived by the B.S.B.A. 4th

year students of the CABECS department. These students had been enrolled in an

advertising subject who would have significant contribution to the evaluation of the

advertising campaign implemented by the institution.

Statement of the Problem

This study aims to determine the effectiveness of the advertising campaign used

by CSAB for the school year 20102011 as perceived by the B.S.B.A. 4th year

students.

Hypothesis

There is a significant association between the effectiveness of advertising

campaign of CSAB for the school year 20102011 and the perception of the students.

Theoretical Framework

As coined by Michael P. Kalasunas, (2006) [e]valuation remains an inexact

science because of the difficulty in isolating the effects of a marketing communication

campaign on sales (p.293). Evaluating the advertising effectiveness gives businesses

some means of control over the tremendous sums of money spent on marketing

communications. Thorough and accurate evaluations not only enhance the success of the


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marketing communications program, they also strengthen the morale of the internal and

external people working on the campaign.

[Furthermore], a slight change in advertising brought about through some form of

evaluation can lead to significant increase in sales and profits [number of enrollees in

CSAB]. This can also minimize the cost spent for promoting the schools program.

In addition, it is likely difficult to determine all effects of a communication

campaign on sales. It is possible therefore to measure the task, but some simple variables

can even intervene the specified task into meaningless exercise producing useless data.


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Figure 1. Schematic Diagram Illustrating the Theoretical Framework

Perception of the B.S.B.A. 4th

Students on

the Advertising Campaign of S.Y. 2010 -

2011

Independent Variable Intervening Variables Dependent Variable

Students

perception in

advertising of theinstitution

Effectiveness of

advertising

campaign

Number of enrolleesfor S.Y. 20102011

Teaching strategies ofthe advertising

professor

Number of units inadvertising subject

Attendance andtardiness of the

students

Degree of studentsinterest in advertising

subject

Amount of advertisingexpenses incurred

Duration of theadvertisement

Strategic location ofadvertising campaign

Exposure to principalmedia


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Significance of the Study

This study is deemed significant to the following:

School administrator. Results of this study will provide them information

necessary for improving the planning and executing the advertising campaign in

promoting the schools program. The findings may let them decide on whether to revise

and enhance their usual advertising campaign which will be implemented for the

succeeding academic years.

Future researchers. This study may motivate them to conduct the same studies

in a wider scope which will particularly deal other aspects beyond our limit.

Scope and limitation of the Study

The research undertaking dealt to determine the perception of the B.S.B.A. 4th

year students on the advertising campaign adopted by Colegio San AgustinBacolod for

S.Y. 20102011. This study will be conducted inside the schools premises using the

random sampling method.

Definition of Terms

Important terms used in the study are defined as follows:

Perception. In philosophy, psychology, and cognitive science, perception is the

process of attaining awareness or understanding of sensory information.


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Advertising campaign. As defined by businessdictionary.com it is complete,

planned course of action formulated to achieve defined objectives in marketing, public,

relations, quality enhancement, revenue generation, safety standard, etc.

Student. In dictionary.reference.com student is defined as a person formally

engaged in learning, especially one enrolled in a school or college: pupil, any person who

studies, investigates, or examines thoughtfully.

Institution. As defined by MerriamWebster dictionary institution is any

structure or mechanism of social purpose and performance, transcending individual

human lives and intentions, and with the making and enforcing of rules governing

cooperative human behavior.

Effectiveness. Businessdictionary.com defined effectiveness as a degree to which

objectives are achieved and the extent to which targeted problems are resolved. In

contrast to efficiency, effectiveness is determined without references to costs and,

whereas efficiency means doing the thing right, effectiveness means doing the right

thing.

Consumer behavior. In the book of advertising by Chris T. Allen consumer

behavior is defined as the entire broad spectrum of things that affect, derive from the

context of human consumption. Like all human behavior, the behavior of consumers is

complicated, rich and varied. However, advertisers must take their job to understand

consumers if they want to experience sustained success in creating effective advertising.

Sometimes this understanding comes in the form of comprehensive research efforts: other


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times in the form of years of experience and implicit theories; other times in the form of

blind dumb luck (rarely attributed as such). However, this understanding comes about; it

is a key for advertising success.


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Chapter 2

Review of Related Literature

This chapter focuses on review of some studies and conceptual literature related

to the present work. It introduces concepts and insights on the relevance of the study and

discusses the ideas by which the significance of the study is being emphasized.

Researchers need some related studies in order to prepare the investigation as to the

existence of the problem.

Conceptual Literature

In this modern age, we cannot escape the reach of advertisements-for advertising

is all around us. The widespread encounter with advertisement poses both a problem and

an opportunity to businessmen. For indubitably, first and foremost, he businessmen must

determine whether advertising justify the cost involved on their part amid the bewildering

array of advertisements by their competitors. Because of the large sums of money spent

in advertisements, many people, some businessmen included, draw wrong conclusions

regarding advertising as a whole. In the ultimate analysis, though, one can say correctly

that It pays to advertise is a tool of business that is closely associated with production

and marketing (Miranda, 2000).

The aim of every business is to make more business for business. More business

means more income, therefore, more profits and continuous growth and every business

endeavors make use of every technique and tool available to it in the pursuit of its goal


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and objectives. And one such tool is advertising that plays a major informational role in

our economy because (1) products are available in such wide varieties; (2) new products

are offered in such great numbers; and (3) existing product must be called to the attention

of new consumers who are added to the market as a result of expansion of incomes,

population explosion, and changes in tastes (Miranda, 2000).

The American Marketing Association has adopted the following as a definition of

advertising. "Any paid form of non-personal presentation and promotion of ideas, goods

or services by an identified sponsor." As advertising is paid for it is a commercial

transaction. It is non-personal, which means that advertising messages are directed at a

mass audience and not directly at individuals. One might want to say that the ultimate

purpose of advertising is to increase sales and profits; however, you cannot increase sales

unless the market is more aware of the product. So it would appear that increasing

awareness is the overall aim of marketing. Increasing awareness also means to develop a

brand name, since distinctive products can only be identified by the public by means of

their brand. The overall aim of advertising is to increase awareness, and sales, but

awareness of what? And how does one increase sales specifically? Some specific

objectives include build primary demand, introduce a price deal, inform about a product's

availability, build brand recognition or brand preference or brand insistence, inform about

a new product's availability or features or price, help salesmen by building an awareness

of a product among retailers, create a reputation for service, reliability or research

strength, increase market share, modify existing product appeals and buying motives,

increase frequency of use of a product, inform about new uses of a product, increase the


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number or quality of retail outlets, build the overall company image, effect immediate

buying action, reach new areas or new segments of population within existing areas and

develop overseas markets. Generally advertising will be more effective if the external

environment is favorable: the product is a superior good, and incomes are rising; there is

a boom in the economy; i.e. in general, if there is an expanding market.

To be effective, advertisements must clearly communicate their message, be

memorable, and persuade people to buy. There is unanimity of opinion that advertising

helps bring about an increase in sales volume of the advertised pt, hence, its invaluable

contribution to mass production. However, that is not the only thing that advertising can

do. It can also prevent sales decline by creating product awareness, bringing the product

message across the consumer. And advertising is also instrumental in building

institutional goodwill. For business concerns that are operating under able to competent

management and hope to stay in the market continuously, the choice is nit between some

advertising and no advertising but rather to determine how much ad where will

advertising be made (Miranda, 2000).

Advertisers commonly engaged in some evaluative research to determine how

effective it showcases it s products and services to its consumers. The reasons why

companies should measure advertising effectiveness are the following: (1) Avoiding

Costly Mistakes. According to emarketer.com, Online advertising spending will reach

$16.7 billion in 2006, eMarketer predicts. That's a growth rate of 33.2%, the highest

growth year-over-year expected this decade. This means that companies are spending


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thousands if not millions of dollars each year to advertise online, but that is not to say that

it is being spent wisely. The only way to ensure that this money is not being wasted on

ineffective advertising programs is to continuously evaluate the effectiveness of the

chosen programs and to ensure that these programs are achieving their intended purpose.

Evaluating the effectiveness of the chosen programs is not all about money; it also gives

the e-marketer the opportunity to analyze the non-tangible effects of the chosen program.

For example, if a company chooses to go with a pop-up advertising program, they can

evaluate its ROI by comparing its click-throughs to the amount of money invested in

building it. However that is not the extend of it; a good evaluation program will be able to

analyze the consumers reaction to that program, its effects on the companys image or its

effectiveness in comparison to a banner ad program. As the saying goes, "a penny saved

is a penny earned." If advertisers think of the cost for efficiency testing as an investment

that prevents future costly mistakes they can think of the prevented costs as a penny

earned and take full advantage of the benefits of this strategy. (2) Evaluating Alternative

Strategies. Not only is it important to evaluate the effectiveness of the chosen method, but

also the opportunity costs of choosing that method. Often after companies have chosen a

method, they focus their attention exclusively on that method ignoring the potential

profits that would have come about if they went with an ulterior method. A good

evaluation program will be able to analyze the effectiveness and the opportunity costs of

the chosen method. (3) Increasing the Efficiency of Advertising. Often after companies

choose a particular method, they become attached to that method and lose sight of the

initial goal they were aiming for. Because the marketers know what the intended message


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of that chosen program is, they expect their customers to know that message as well. A

continuous evaluation of the chosen program will ensure that the message the consumers

are receiving from this program is aligned with the message the marketer intended to

send (Parente, 2006).

There are also reasons why companies often dont measure advertising

effectiveness. These are the following: (1) Cost. The most common reason that

companies provide for not measuring their advertising effectiveness is the cost of

conducting a measurement program. Often companies believe that the money used for

measuring their advertising effectiveness can better spent on creating more

advertisements or improving their product. Although this might possibly be true, lets

consider the flip side; if the company does not measure the effectiveness of its current

advertising program, they will not know if this program reaches their desired audience,

sends the desired message or meets its intended goals. Being able to increase the

advertising budget or improve the product will not help the company if the message is

sent to the wrong audience or if the message that is comprehended by the consumers is

different from the message that the company intended to send. As a result even the

slightest evaluation effort can go a long way in ensuring that the desired message is sent

to the appropriate audience and hence saving the company thousands if not millions of

dollars. (2) Research problems. As we will see in the sections to come, the evaluation

process can be very complicated, time intensive and confusing for a company that is

trying to start such an effort. In addition, it can very difficult to isolate and evaluate the

effects of only one of the companys marketing efforts; as a result managers often cannot


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justify the costs if they cant pin point the contribution of each of their marketing efforts.

For example, it might be very difficult to isolate the contribution of the companys

banner ad program from their overall marketing effort as a consumer might not

necessarily make a purchase based on what they see in banner ads, but consider a variety

of factors (brand image, pervious experience with the company, or an on TV) when

making a purchase decision. However, although it might be true that we cannot pin point

the dollar contribution of one program, research can be used to evaluate the

communication, reach and other factors associated with each advertising method. (3)

Disagreements on what, when and where to test. There are a variety of methods used

when determining what, where and when to measure the effectiveness of an advertising

program. Choosing the appropriate measurement method depends largely on the industry

the firm is in, the objectives of the program based on GOPST analysis and the person that

will be analyzing the results. For example, sales managers may want to measure the

contribution of the advertising program on sales, whereas top executives may be

interested in the effects of the program on the companys image. These differences often

lead to a great deal of confusion between the mangers and might lead them to abandon

the evaluation program altogether. However, there is no rational reason for this conflict

as we will later see, each of the measurement tools work to achieve a different objective

(Parente, 2006).


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Research Literature

Joe N. of gather.com, they attract the buyers by selling what they want, non-stop

on a channel that's dedicated for buyers. This is agood technique if you are trying selling

something, and gaining a good audience of buyers, because you are putting the product

up for advertisement, on a channel those buyers watch. You don't have to completely

analyze a commercial to come to this conclusion, or to categorize a commercial under a

specific technique, but just pay some attention to the main details.

In Channels of Desire (1982), the Ewens trace the emergence of the consumer society

through the rise of mass images and new advertising, fashion, and entertainment

industries. They explore some of the ways in which desire was channeled into

consumption and into desire for ever new and ever more consumer goods.

In The Culture of Consumption (1983), Editors Richard Wightman Fox and T.J. Jackson

Lears document how capitalism develops a culture appropriate for a society organized

around the principle of profit maximization via the production and consumption of

commodities. Drawing on the work of historians they describe how facets of the changes

in advertising develop the modern way of managing between business and trade all over

the world. Indeed, we can even say that advertising is business itself, very much closer to

its target area and may either be notice or notperhaps they find it unnecessary.

In the mid nineteen-sixties, the novelist Norman Mailer published a collection of

essays under the title "Advertisements for Myself." Because any form of expression, to

be successful must draw attention to itself and through itself to its originator or


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originators, it makes sense to regard all our burgeoning variety of expression, all the

exponentially growing demands on our attention as advertisements, not for mass-

produced products but for whoever wants attention for its own sake. We are all would-be

Norman Mailers now. And what is officially called advertising is just one more means of

achieving that (Goldhaber, 1998, Para. 6).

The reality of advertising as an art form in its own right is widely recognized, in

practice if not explicitly (Goldhaber, 1998, Para. 7).Inevitably, more and more of the

money spent in buying an advertised product will end up in the hands of the artists of the

ads, following the path of attention. This repeats the trend for an ever larger fraction of

the prices of movie or opera tickets to end up with the leading stars in those fields, a

tribute from their fans, as it were. Despite the firm intentions of advertisers to keep their

products in our consciousnesss, what they will increasingly achieve is that their products

will be taken as nothing more than random mementos intended to remind us of the stars

associated with them through ads (Goldhaber, 1998, Para. 9).

Advertising has become so important that most newspapers, magazines, television

and radio stations, and now also web sites, could not exist without it. Advertising

provides the single biggest income for all of these media if not the only one.

Especially the internet has become an advertising feeding frenzy with pop-ups,

junk mail, spy ware and other intrusive advertising appearing and installing itself on your

computer. This kind of saturation advertising may be getting the wrong message across

and many people have started to completely avoid web sites that use these advertising


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methods and practices. And rightly, so that they may aware of what is happening in the

real world.

[Sometimes], [a]dvertisers may simply take advantage of culture or fashion trends

but encouraging people to be something they are clearly not is something the advertising

standards organizations should have been aware of and immediately have put an end to.

Surely that is not infringing on freedom of speech or expression? (Business links999,

2011, Para. 9).

Synthesis

The researchers have found out that the need to evaluate the effectiveness of the

proposed advertising campaign of a particular business entity depends on how the

management allocates the required cost and preferably exceed its rivals on a given

market. The brand promotion and techniques used tells how they publicized their

products and services to meet the needs and demands of its target consumers. An

advertising that works is the advertising that influences people: it has impact and it gets

results that can be measured.


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Chapter 3

Research Methodology

This chapter presents and discusses the research environment, the research design,

the respondents of the study, the data-gathering procedure for the data analysis and

statistical tool utilized.

Research Environment

This study will be conducted inside the premises of Colegio San Agustin-

Bacolod, a Christian catholic private school which inculcates the Augustinian core values

towards developing potentials honed for opted profession of the students. It is located in

the province of Negros Occidental and one of the leading schools in Bacolod City.

Research Design

The study will employ descriptive research design. This approach is appropriate

for studies which aim to find out what prevail in the present: conditions or relationships,

held opinions and beliefs, processes and effects, and developing trends (Ardales, 2008).

This method will be utilize in determining the level of effectiveness of advertising

campaign of the institution based on the perceptions of the student revealed on the data

gathered. The survey may be able to provide a general picture of the population under

investigation.


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Respondents of the Study

The B.S.B.A. 4th year students of Colegio San Agustin-Bacolod, 2nd semester of

school year 2010 - 2011 are the respondents of this study. They are enrolled in the

program where the advertising subject is being offered. This subject may help them

properly evaluate about the advertising campaign of Colegio San Agustin-Bacolod. In

determining the sample size, the formula will be:

n = N/1+N (e)2

n = 88/1+88 (0.05)2

n = 88/1.22

n = 73

Where:

n = sample size sought;

e = margin of error

N = population size

The respondents had a population size of 88. From the population size 73 will be

considered as sample.


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Data- Gathering Procedure

The purpose of this evaluative research is to provide explore the world of

advertising together with our respondents perception and opinion. Data will be collected

through providing the respondents with guiding questions that they will answer and we

will be able to help and analyze the data accordingly. The preliminary part of the self-

constructed questionnaire will be the profile of the students and the second part is the

question proper.


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APPENDIX A

QUESTIONNAIRE

Part I. The respondents personal information

Direction: Please check or supply the needed data concerning you.

Name: ________________________________ Male: __ Female: __ Year Level: ______

Section: _____

Part II. The questionnaire

Direction: Please check the blank or supply the necessary information that best represents

your perception and insight regarding the selected advertising campaign of CSA-B for the

school year 2010-2011.Please dont leave any item unanswered and be truthful as

possible. It is assured that your answer will be treated as highly confidential.

1. Have you remembered seeing or examining on the following ad/s?YES NO

a. Tarpaulin ___ ___b. Billboard ___ ___c. Printed Posters ___ ___d. Leaflets ___ ___e. Brochures ___ ___


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2. What caught your attention?YES NO

a. Message ___ ___b. Picture ___ ___c. Design/Layout ___ ___d. Dimension (length, width, height) ___ ___

3. What stood out in the ad/s?YES NO

a. Message ___ ___b. Picture ___ ___c. Design/Layout ___ ___d. Dimension (length, width, height) ___ ___

4. Did the purpose of the ad/s was/were well-delivered?YES ___ NO ___

5. What can you say about the content of the ad/s?__________________________________________________________________

__________________________________________________________________

__________________________________________________________________


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References

Miranda, G.S. (2000).Advertising. Metro Manila: National Book Store.

Moriarty, S.E., Mitchell, N. & Wells, D.D. (2009).Advertising: Principles and

Practice. Jurong, Singapore: Pearson Education Inc.

Parente, D.E. (2006).Advertising campaign strategy. USA: Thomson South-Western.

OToole, J.E. (2007). Advertising. In Comptons by Britannica. (Vol. 1, pp. 54-60). USA:

Encyclopedia Britannica, Inc.

Downie, N.M. & Heath, R.W. (1983).Basic statistical methods. New York: Harper &

Row, Publishers.

OGuinn, T.C., Allen, C.T. & Semenik, R.J. (2008). Advertising and integrated brand

promotion. Singapore: Thomson Asia Pte Ltd.

Belch, G.E. & Belch, M.A. (1998).Advertising and promotion. USA: The Mcgraw-Hill

Companies, Inc.

Ardales, V. B. (2008).Basic concepts and methods in research. Iloilo City: Educational

Pub. House.

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Research of Bsa - 2 Age