EFFECTIVENESS OF RADIO ADVERTISEMENT IN INFLUENCING THE BUYING BEHAVIOR OF STUDENTS FROM SELECTED COLLEGES OF POLYTECHNIC UNIVERSITY OF THE PHILIPPINES,

MANILA: AN ANALYSIS

A Research Paper Presented to College of Business Administration Department of Marketing Management Polytechnic University of the Philippines Sta. Mesa, Manila

In Partial Fulfillment of the Requirements for the Subject MARK 4113 Thesis Writing

by BSBA MM 3-1D Balatayo, Ramon Jr. P. Cajigal, Jayson A. Narte, Brylle N. Petalver, Jane Elaine A. Polintan, Jerica May A.

March 2014

ACKNOWLEDGEMENT

We, the researchers would like to express our gratitude to those people who became part to complete this study. With all those help we succeed to overcome challenges and hardship that we had face. First of all, we would like to give thanks and honor to our Almighty God for the endless support, encouragement and wisdom that we received as we conducted this study. All our praises and appreciations that we have right now are deserved to be offered unto you our God. For our ever supportive professor, Prof. Asuncion Espiritu, thank you for your guidance for this study. Thank you for the shared knowledge that you have given to us. As we go through this study, you help us to go out of our boxes and let us learn and explore the things by ourselves, discover our skills and abilities as we move forward to conduct this research. Thank you for letting us to work by ourselves that leads us to understand and respect one another to finish this study wholeheartedly. We want to expand our thanks to the Institute of Data and Statistical Analysis (IDSA) especially to Dr. Lincoln Bautista and to the librarians of the National Library of the Philippines for sharing us their God given skills and providing us the essential information that we used to finish the study.

To our Parents, thank you for the endless love and financial support. The countless care and patience as we conduct this study will remain to all of us as we live and continue the journey of our life. To all our respondents and to all people who became part of this study, thank you very much.

B.N.N. J.A.C. J.E.A.P. J.M.A.P. R.P.B.

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ABSTRACT

Title

Effectiveness of Radio Advertisement in Influencing the Buying Behavior of College Students from Selected Colleges of Polytechnic University of the Philippines, Manila: An Analysis Balatayo, Ramon Jr. P. Cajigal, Jayson A. Narte, Brylle N. Petalver, Jane Elaine A. Polintan, Jerica May A. Bachelor of Science in Business Administration Major in Marketing Management Polytechnic University of the Philippines, Manila 2014 Prof. Asuncion Espiritu

Researchers :

Degree

Institution Year Adviser

: : :

The Problem The main objective of the study was to determine whether radio advertisement is still effective in influencing the buying behavior of the consumers especially the college students despite the presence of television and online advertisements and high-tech gadgets in the market. Research Methodology The study utilized the survey method of descriptive method of research in order for the researchers to gather the information needed. The respondents of the study were 25 male and 25 female students from the selected colleges of Polytechnic University of the Philippines, Manila which are: College of
vii

Accountancy and Finance (CAF), College of Arts and Letters (CAL), College of Business Administration (CBA), College of Communication (COC), and College of Social Sciences and Development (CSSD). The results gathered were statistically treated through percentage. Findings Findings revealed that most of the respondents answered that to inform was their main reason of listening to radio advertisement while commodity pricing was the least considered. Product or the Brand was the most influential factor claimed by the majority of respondents while the disk jockey attained the least rank. For the first choice Radio station, MOR got the top spot while Pinas FM was at the lowest rank. On the level of effectiveness of radio advertisement in in terms of brand recognition, majority of the respondents claimed that radio advertisements are effective. While, in terms of persuasiveness and its effect in influencing buying decision, most of the respondents believed that it is less effective.
Conclusion

Based on the findings, the following conclusions were derived that the main purpose of listening to radio was to gather information. The major influential factor that affects buying behavior is the product or the brand. On the level of effectiveness, most of the respondents claimed that radio advertisements are effective In terms of brand recognition. However, in persuading and convincing the consumers to buy the products, majority of respondents believed that radio advertisements are less effective.

viii

Recommendation

Based on the findings and conclusion, the following recommendations were derived. First, as the most chosen radio station by the students, MOR 101.9 is a strategic station for the companies or advertisers to place their advertisements. Second, firms should select a radio station with the most recent, meaningful and knowledge based programs which heed the interest of the students and a station which plays on the trend local and foreign music. Last, youth today are more incline in surfing the internet and there is high possibility that they prefer to listen on radio via websites. Hence, the firms should place their visual representations or commercials to the website of their chosen radio station to facilitate radio advertisements.

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TABLE OF CONTENTS

Page TITLE PAGE .......................................................................................................... i CERTIFICATION-AND-APPROVAL SHEET ......................................................... ii CERTIFICATION OF ORIGINALITY .................................................................... iv ACKNOWLEDGEMENTS ..................................................................................... v ABSTRACT ......................................................................................................... vii TABLE OF CONTENTS ....................................................................................... x LIST OF TABLES ................................................................................................ xii LIST OF FIGURES ............................................................................................. xiv Chapter 1 THE PROBLEM AND ITS BACKGROUND Introduction ..................................................................................... 1 Background of the Study ................................................................. 3 Theoretical Framework ................................................................... 9 Conceptual Framework ................................................................. 11 Statement of the Problem ............................................................. 13 Scope and limitation ...................................................................... 14 Significance of the Study ............................................................... 14 Definition of Terms ........................................................................ 16

Chapter 2

REVIEW OF RELATED STUDIES Foreign Literature .......................................................................... 17 Local Literature ............................................................................. 22 Foreign Studies ............................................................................. 23 Local Studies................................................................................. 27 Synthesis of Reviewed Literature and Studies .............................. 28
x

Chapter 3

RESEARCH METHODOLOGY Research Design........................................................................... 32 Respondents ................................................................................. 32 Research Instrument ..................................................................... 33 Data- Gathering Procedure ........................................................... 33 Statistical Treatment ..................................................................... 33

Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA GATHERED The Profile of the Respondents in Terms of Gender, Age, College and Purpose .................................................................................. 35 Factors that Influence the Buying Behavior of the College Students Towards Listening on Radio Advertisements ................................ 42 The Effectiveness of Radio Advertisements in Terms of Brand Recognition, Persuasiveness in Buying Decision.......................... 44

Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS Summary ....................................................................................... 51 Findings ........................................................................................ 52 Conclusion .................................................................................... 53 Recommendations ........................................................................ 53

References ........................................................................................................ 55 Appendices Appendix A .................................................................................... 60 Appendix B .................................................................................... 62

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LIST OF TABLES

Number

Title

Page

Frequency and Percentage Distribution of the Respondents in Terms of Gender

35

Frequency and Percentage Distribution of the Respondents in Terms of Age Group

37

Frequency and Percentage Distribution of the Respondents in Terms of College

38

Frequency and Percentage Distribution by the Purpose of Radio

39

Frequency, Percentage and Rank of the Factors that Influence the Buying Behavior of the Respondents towards Listening on Radio Advertisement

42

Frequency Percentage Distribution of the Radio Stations Specified by the Respondents

43

Frequency and Percentage Distribution of the Level of Effectiveness of Radio Advertisements in Terms of Brand Recognition of the Respondents

44

Frequency and Percentage Distribution of the Level of Effectiveness of Radio Advertisements in Terms of
xii

46

Persuasiveness to the Respondents

Frequency and Percentage Distribution of the Level of Effectiveness of Radio Advertisements in Terms of Buying Decision of the Respondents

49

xiii

LIST OF FIGURES

Number

Title

Page

Consumer Involvement Theory

10

Persuasive Theory

11

Conceptual Framework Respondents Gender Profile Respondents Age Profile

12

36

37

Number of Respondents in Selected Colleges Respondents Perception About the Purpose of Radio Advertisement

39

40

Effectiveness of Radio Advertisement in Terms of Brand Recognition

45

Effectiveness of Radio Advertisement in Terms of Persuasiveness

48

10

Effectiveness of Radio Advertisement in Terms of Buying Decision

50

xiv

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

It is difficult enough to keep up with the rapid-fire changes in technologies especially in the electronic media, but understanding the basics is a good place to start. One of these technologies is the radio. Advertising could be heard for the first time through the use of radio in the 1920s. The first commercial was broadcast in 1922. Radio station and advertising grew in the 1930s and 1940s. Radio advertising lost some of its appeal when television came onto the scene, but it is still a popular advertising medium today (Kaser, 2012).

Radio advertising is the creative planning and ad production that makes the essential part of the emergence of a radio spot. With the help of sound, speech, sound effects, music and authentic sounds you can build soundscapes and different forms of consciousness, that become images in the receivers minds (Oy, 2009).

A typical radio spot features a professional voice actor reading descriptive copy over an appropriate bed of background music. Radio is an advertising medium that lives in the moment and it is associated with speed and responsiveness. Radio advertisement has become an influential tool to affect the buying behavior of adult individuals.

Radio plays an integral role in the lifestyle of consumers and has the 2 power to reach and influence their purchase behavior. It has survived and flourished as an advertising medium because it has a number of advantages that make it an effective way for marketers to communicate with customers (Belch and Belch, 2007).

Radio advertisements are cheaper than on television and can reach any place in the country faster. It makes radio advertisement more accessible than any other form of advertising media. Radio listeners can be segmented by demographics. For example, a pop rock station can attract young listeners, while a classic rock station will attract older adults. Knowing the demographic profile of a radio stations listeners makes it easier for the advertisers to reach their target markets. Radio commercials are effective at using sounds and catchy jingles to catch listeners attention. Radio commercials can be created and produced in a relatively short period of time at a much lower cost than television commercials. (Kaser, 2012)

In our present time, the radio plays a moderating role for individuals buying behavior particularly on adults. High technologies are continuously seizing its peak. All gadgets provide different forms of entertainment through social media application, games and other more. They are designed to indulged human and have made a great impact to the youth especially to the college students. With these, the researchers want to conduct a study if radio advertisements are still effective on influencing the buying behavior of the students against the peak of different high technologies.

Background of the Study

College of Arts and Letters (CAL) The College of Arts and Letters provides undergraduate programs in the fields of humanities, philosophy, theater arts, English, foreign languages, and Filipinology. Its mission, objectives and goals focuses in enhancing its curricular activities, to equip its graduates with the fundamental knowledge of the nature and structure of language, particularly the English Language, so they will be proficient speakers and writers of two or more languages, to make available Information and Communication Technology (ICT) resources for the development of skills and competencies needed for effective language teaching, research undertakings, and other scholarly projects, to provide professional training for potential teachers of languages and linguistics, language researchers,

translators, and lexicographers in the Philippines and in the global arena, to improve the quality of instruction of languages across the educational levels and to compliment and enrich the courses offered by the other colleges in the university.

College of Communication (COC)

The College of Communication (COC) upholds quality and excellence in moulding responsible communication students and producing competitive communication professionals. Yearly, its graduates are among the top of the thousands of graduating students the University produces. Majority of its alumni

have successfully landed jobs immediately after graduation. The roster of faculty 4 members teaching in the College is also well-equipped with professional experience in media industry and the academe. COC bears the distinction of being the first communication school in the country to have achieved Level III Accredited Status as awarded by the AACCUP. This recognition was achieved by the College in 2008 for its two programs Broadcast Communication and Journalism. Its Communication Research program, initially offered in 2006, is equally competitive as it responds to the needs of the media and communication industry.

The PUP College of Communication is committed to provide quality communication education for the development of globally competitive

communication professionals both in the graduate and post graduate levels. Its goal is to establish academic leadership in the practice of communication that is responsive to the changing needs of a globally competitive environment.

College of Social Sciences and Development (CSSD)

The College of Social Sciences and Development (CSSD) offers undergraduate programs in psychology, cooperatives, history, economics and sociology. It also offers specialized courses and certificate programs, and conducts in-house studies and provides research and information services to various clients especially the cooperative sector.

College of Business Administration (CBA)

Taking the history of the College of Business Administration, it was established primarily to meet to the needs of the growing economy of Manila for more office manpower during the Commonwealth period. However its role has changed enormously with the passing of time. The increasing costs of education and the continued leap of labour demand especially for business courses made the College of Business Administration to outdo the other business schools in providing businesses with quality labour. The relevant role played by the college in the national economy and into the lives of thousands of talented students has earned something for itself for a well-deserved and meaningful financial support from all sectors of the country especially the government. The College of Business Administrations mission is centering on quality education, research program and involvement in the socio-economic activities of the country through their available and useful resources such as refining knowledge on the developments affecting on business trends, issues and techniques used in the dynamic global market through research and continuing education, and Information and Communications Technology (ICT); build a team of confident, creative students possessing a high degree of initiative, self-respect and self-discipline; develop communication protocol on standards as agreed upon, and imbue the same with social consciousness and moral values; promote the dignity of work and professional growth and then attract and retain the best in global talent; build a value proposition thru culture of excellence and innovations,

enabled by best in market talent and superior operating effectiveness and 6 flexibility; establish linkages and networking with industries, alumni, local an d foreign business executives to hasten professional growth among its faculty, students and administrative staff; provide equal opportunity to underprivileged but intellectually qualified students through scholarship programs; measure up to the standards of academic excellence in global market; advance the growth of aspiring and socially responsible entrepreneurs; and respond to the technical needs of a community by providing extension services.

The goals of College of Business Administration is gunning in quality, development and competition such as realign the curriculum to industry needs for national development and global competitiveness in order to attain quality education and responsive to industry needs as envisioned by the new university President. It is for the this reason that the College of Business curricular offerings must be redefined in the light of the fast emerging developments taking place both domestically and internationally. The opportunities and challenges hastened by the globalization, the thrust of the national government towards producing highly competitive graduates as well as the enormous changes in business themes, technologies, practices, and laws are the compelling reasons in reexamining the relevance and adequacy of CBs curriculum in the 21st century. Revitalizing the curriculum to be attuned to industry for national significance and global competitiveness in order to attain quality and excellence in the academe is todays thrust of our university President. For this reason the College of Business Administrations curricular offerings must be redefined in the light of the fast

emerging developments taking place both domestically and internationally. The 7 opportunities and challenges hastened by the globalization, the thrust of the national government towards producing highly competitive graduates as well as the enormous changes in business themes, technologies, practices, and laws are the compelling reasons in re-examining the relevance and adequacy of CBAs curriculum in the 21st century.

College of Accountancy and Finance (CAF)

The College of Accountancy and Finance provides undergraduate programs in the field of accountancy, banking and finance. Its mission is to provide appropriate attention to the alleviation of the plight of the poor; the development of the citizens, and of the national economy, to become globally competitive, the University shall commit its academic resources and manpower to achieve its goal through. Provision of the undergraduate and graduate education which meet international standards of quality and excellence; generation and transmission of knowledge in the broad range of disciplines relevant and responsive to the dynamically changing domestic and international environment; provision of more equitable access to higher education

opportunities to deserving qualified Filipinos; and optimization, to efficiency and effectiveness, of social, institutional, and individual returns and benefits derived from the utilization of higher education resources.

The College of Accountancy and Finance vision is to clear the paths whole laying new foundations to transform the PUP to an epistemic community.

The College of Accountancy and Finance goal is to ensure the 8 development of globally-competitive professionals, managers and leader in the field of accountancy, finance and other allied disciplines through excellent and relevant and responsive accountancy and finance education, accessible to Filipinos specifically to the socio-economically disadvantaged population. To ascertain the generation and diffusion of knowledge and technologies in the broad range of disciplines relevant and allied to accountancy and finance to through continuing education and research, information and communication technology, networking and linkages with local, national and foreign organization. Moreover, to strengthen its organization capability to become the leader in advocating reforms and innovations and fulfilling its social responsibility commitment through research and development studies, extension and consultative services.

Theoretical Framework The two theories that we used as the basis of choosing this research are Consumers Involvement Theory and Persuasive Theory. It is critical to understand the consumer decision-making behavior and its associated communications. Consumers Involvement Theory, purchase decisions made by consumers vary considerably, and one of the factors thought to be key to brand choice decisions is the level of involvement (in terms of importance and relevance) a consumer has with either the product or the purchase process. As per involvement theory, there are high and low involvement consumers; accordingly there are High and low involvement purchases. (Fill, 2013) High

involvement purchases are those agreed that the product purchased is very 9 important to the customer and therefore provoke extensive problem solving in terms of perceived risk. Low involvement purchases are those that are not very important to the consumer, hold little relevance and less perceived risk and therefore provoke limited problem solving (www.scribd.com). The persuasive advertising is a component in an overall advertising strategy that seeks to entice consumers into purchasing specific goods or services, often by appealing to their emotions and general sensibilities. This particular advertising strategy is different from informative advertising, which essentially provides the customer with hard data about the nature and function of the product. With persuasive advertising, the assumption is that the consumer already understands the basic nature of the product, but needs to be convinced of the desirability and the benefits that set a particular product apart from the competition (www.wisegeek.com).

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Figure 1

Consumer Involvement Theory

High Rational Involvement - Rely on facts and testimonials, content is king

High Emotional Involvement -Content-rich media to put the reader in

Low Rational Involvement -FInd ways to break old buying habits, such as coupons and offers

Low Emotional Invovlement -Highlight the gratification, stress visuals, and keep copy short

Figure 1 shows the purchase decisions made by the consumers and factors thought to be the key to brand choice.

Figure 2 Persuasive Theory

11

To inform consumers about the basic nature of the product

To appeal with the consumers' emotions and general sensibilities

Persuasive advertising Entice consumers into purchasing specific goods or services To convinced the consumer to the desirability and the benefits of product.

Figure 2 shows the different strategies in influencing the buying behavior of the consumers through persuasive advertising.

Conceptual Framework The radio broadcasting industry is currently operating in a competitive environment against other forms of advertising media especially television. Radio, on the other hand, provides a different venue for advertisements. Radio is

seen as a powerful way of communication to influence ideas and lifestyles. It is 12 accessible to wide audience at lesser costs. Figure 3 Conceptual Framework

PROFILE Age Gender College Purpose FACTORS

PROCESS
Develop survey questionnaires Administration Tabulation of data Analysis Interpretation Determining the the Effectiveness of Radio Advertisement in The Buying Behavior of College Students in terms of brand recognition, persuasiveness and buying decision

Product/Brand Endorser/s Jingle Disk Jockey Radio Station, Advertisements Exposure LEVEL OF EFFECTIVENESS Brand recognition Persuasiveness Buying decision

OUTPUT

INPUT
FEEDBACK
To attain the aimed results of the study, the researchers set guidelines which will direct the in conducting the study. It includes the determination of demographic profile and psychographic characteristics of the respondents, the

factors influencing their brand choice decisions and the strategies used to the 13 radio advertisement to be effective in the college students. With these, the researchers expect to know the level of radio advertisements towards consumers brand recognition, level of persuasiveness and purchase decisions.

Statement of the Problem The study aims to determine the effectiveness of radio advertisements and how it affects the buying behavior of the consumers in terms of brand recognition, persuasiveness and buying behavior.

1. What is the profile of the respondents in terms of? 1.1. Gender 1.2. Age 1.3. College 1.4. Purpose of Radio Advertisement

2. What are the factors that influence the buying behavior of the college students towards listening on radio advertisements?

3. What is the level of effectiveness of radio advertisements in terms of? 3.1. Brand Recognition 3.2. Persuasiveness

3.3. Buying decision

14

Scope and Limitations Like many other studies this research might also have some limitations in reference to sampling, data collection and generalization of the findings. The samples drawn for the study may not be enough to generalize the study results. This researchs main focus is to study the effectiveness of radio advertisement in influencing buying behavior of students in selected colleges. The findings are limited to selected colleges in Polytechnic University of the Philippines, Manila which are College of Accountancy and Finance (CAF), College of Arts and Letters (CAL), College of Business Administration (CBA), College of

Communication (COC), and College of Social Sciences and Development (CSSD). Only 25 male and 25 female students in each college were involved. Other limitations in the study might have reflected on making some causal statements. However, future studies could avoid these limitations by using data from several countries, representative samples, and additional variables.

Significance of the Study This study will play significant role to the following individuals and groups: Advertisers One of the individuals that may benefit in this study is the advertisers. It is beneficial to advertising companies through determining the factors that highly

influence the target market. Radio can bring their advertising to life; it gives their 15 company an identity, and reinforces their brand. If done properly, it will tightly focus on their advertising and target their ideal customer. This can also help in decision making in identifying the factors which may has a great impact in college students buying behavior. Consumer When it comes to consumer, radio advertisement gives some information which they can use for their daily life. It provides the consumers with options about the products and services which will suit to their needs and wants. Thus, radio becomes their partner in facilitating them to act on their purchase intentions. College Students For the college students, it is beneficial for them because it will give additional knowledge to the student on how their buying behavior is being influenced by radio advertisements. It gives them an idea on how they will respond and react in all advertisement that plays in the radio stations and choose only what is best for them when it comes to buying activity. Definition of Terms To easily understand and interpret this study, the following terms are operationally defined.

Advertising Medium. Any way or tool in communicating information and ideas 16 about a product, service, or idea to the consumers. Brand Recognition. A level of brand familiarity in which the consumer knows the brand and has a general idea of its features and what it can do. Buying Behavior. The decision processes and actions of people involved in buying and using products. Consumer Behavior. Entails all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumers emotional, mental, and behavioral responses that precede, determine, or follow these activities. Radio Advertising. Refers to the transmission of product-related message through radio.

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Chapter 2 REVIEW OF RELATED LITERATURES AND STUDIES

Very few studies have looked into radio both an effective tool of communication and as an area of advertising. Thus, this portion aims to discuss the different points of view of college students in the selected universities which have been influenced their buying behavior by the radio advertisements. These points of view allowed the researchers to gain an intuitive but incisive view of the radio advertising industry. However, since the study involves the need to incorporate the effectiveness of radio advertisements, there is a need to look into studies which have helped the researchers focus on the analysis.

Foreign Literature Of all marketing weapons, advertising has leading impact on viewers mind, as its exposure is much more (Katke, 2007). Advertising is a non-personal paid form where ideas, concepts, products or services, and information, are promoted through media (visual, verbal, and text) by an identified sponsor to persuade or influence behavior (Ayanwale et al, 2005 and Bovee, et al, 1995). Advertisement in such a media as print (newspaper, magazines, billboards,

flyers) or broadcast (radio, television) typically consist of pictures, headlines, 18 information about the product and occasionally a response coupon. Broadcast advertisement on the other hand consists of an audio or video narrative that can range from 15 seconds spots to longer segments known as infomercials, which generally last 30 to 60 minutes. Advertisements can also be seen on the seats of grocery carts, on the wall of airport walkways, on the sides of buses, airplane and train. Advertisements are usually placed anywhere an audience can easily and/or frequently an access visual and/or video (Busari, 2002).Hence, advertisements can be recognized in different forms but all are only aiming to persuade and influence the buying behavior of the consumers. Television advertising is one of the marketing techniques used as a tool of advertisement. The television is a strong sales medium because a larger measure of personal salesmanship can be possible with it than with other media. Through the use of product demonstration and the conviction properties of visual pictorialization, the television advertiser enjoys many of the great advantages of personal salesmanship. In television, the prospective customer is afforded the opportunity to see the advertised products as if he is viewing the actual ones. Thus he gains a good insight about such products through sight, sound, and motion. Television is big in the size of audience it reaches, big in its impact, big in its opportunities, and big in its risks and rewards. Though television, the advertiser can influence a great number of people at one time. The television is a highly selective medium. An advertiser can place his advertisements on a nationwide or regional basis or to only a selected market in which he is interested

(Miranda, 2000). Television is the first option of the advertisers when it comes on 19 selecting media of advertisements. Because of its detailed characteristics, many of the consumers nowadays are always on in seeing the products with its actual form and it is more likely convincing for them. Radio is one of the cheapest sources of communication medium one can use. They require only the script of the commercial to be read by the radio announcer or a copy of a prerecorded message that can be broadcast by the station. (Belch and Belch, 2007) Rates of radio advertisement vary depending on the radio stations and the desired programs. In deciding on the rates charged for advertising income must cover station operating cost and provide for some return on the owners investment. Second, the rate must be set a point that reflects the value of the audience and is competitive with other station rates (Miranda, 2000). The radio advertisements reinforce a low-price positioning, a key to attract customers of price sensitive segment using an everyday low price or everyday new promotion strategy. However, such a strategy leads to an increase in sales at the expense of a substantial loss in profit in long run (Hoch et al, 1994). Everyone loves a good bargain. While some people may be rich enough to purchase goods at high-end retail stores, most shop for a better deal. The cost to reach the audience is where radio excels. If we look back at the reason why many early radio programs didnt make the move to television, the answer was cost (Richter, 2006). Radio advertisement is always been one of the first choice when it comes to advertising. With its low cost system as compare to

T.V. advertisements, it does not convey to lower the quality and the number of 20 people that may be reached and influenced by this medium. People use radio advertisements for leisure, information and fun and it is also use to inform the public regarding health, commodity prices, disaster warnings, commercials of products, and culture such as music. Audience in confined place like automobiles in large cities and competitive markets benefit from higher quality radio communication services than household audience listening radio programs at leisure time. However, it is argued that lack of format variety causes low listenership and consequently the competitive markets are underserved by commercial radio stations (Halcoussis and Lowenberg, 2003). Radio advertisements are not just about promoting products and services from the consumers insights. For them it is one of those things that provide them information that they used in everyday life. It has greater functions that play for consumers life despite from bringing products for their needs. Radio as a part of print media can make the printed words come more alive, and power up the impact of the message. The audio element makes the vision stronger, and the message can be maintained for a longer time period. Using the same sound or music with the TV-ad can strengthen the overall effect of the campaign. With radio it is possible to continue the influence of the TV spot by for example targeting the message at a certain time of the day. All though, the soundtrack from the TV spot may not as such, be suitable for a radio. Radio can also efficiently be used together with out of home advertising. This way especially motorists can be reached, and the message can be targeted effectively. The

division of work is clear when it comes to internet and radio. In this combination 21 the radio raises the interest of the target group, and gives directions to the advertisers site (Radiomedia, 2009). The majority of short and informative advertisements for consumer products in an urban setting use radio advertising with communication appeal related to the efficacy of products and psychosocial enhancement of consumers at retail outlets. Promotional efforts by manufacturing and retailing companies appear to focus on positive emotional appeal to influence consumers through radio advertisements (Yusuff and Yusuf, 2009). The perception of radio as an intimate medium of communication during the non-availability of visual media profoundly affects the way people consider listening to radio programs including commercials, perform information analysis, and make applied decisions. Since urban commuters have easier access to radio communication, they develop higher perceived intimacy to the broadcasts (Kuffert, 2009). Hence, consumers have easier access to radio communication since people nowadays have phones with radio application making it more accessible to be reached. Radios unique strengths are found in five important market areas: reach, targetability, cost-efficiency, frequency, and creativity. When used correctlywith the proper station formats, radio copy, and correct daypartsradio advertising has the unique ability to reach any number of highly selective demographic

groups who, subsequently, may take actions (i.e., buy product advertised on 22 radio) to help increase advertisers buying line (Weinberger, 1994). Just because radio reaches audiences almost everywhere doesnt mean that anyone is paying attention. Remember that radio has also been described as audio wallpaper. It provides a comfortable background distraction while a consumer does something elsehardly an ideal level of attentiveness for advertising communication. Consumers who are listening and traveling in a car often switch stations when an ad comes on and divide their attention between the radio and the road (OGuinn et al, 2009). Local Literature The Philippine market is dynamic and attractive. It is fast growing and changing in all areas of development including the tastes and lifestyle of the Filipino consumer. Certain individual characteristics and forces act on consumer behavior. The persons choice is the result of the complex interplay of cultural, social, personal and psychological factors. In fact, many of these factors cannot be influenced by the marketer. But they are useful to identify prospective buyers, to shape products, to meet their demands. Perception depends not only on the physical stimuli but also on the relation of the stimuli to the surrounding conditions outside and within the individual. People can have different perceptions that correspond to their behavior on how they pick or buy products (Young, 2008). Hence, when people act, they learn. Learning describes changes in an individual behavior arising from experience. Most human behavior is

learned. Learning consumer behavior is a product of the interplay of impulses, 23 motivation, stimuli, cues, responses and reinforcements. The presence of 325 radio stations in the Philippines assures coverage of every island. Radio has the widest reach among the various media. It is inexpensive and the radio set can be brought anywhere. In some rural areas, it is the only medium available (Medina, 2007). Advertisements using Caucasian models and emphasizing the products similarity with imported brand are part of our daily lives. The tendency of media to produce escapist movies, soap operas, comics, etc., feed the Filipino passivity. Rather than comfort our poverty and oppression, we fantasize instead. The propensity to use flashy sets, designer clothes, superstars, and other bongga features merely reinforce porma (Dy, 1994). Foreign Studies The major aim of advertising is to make impact on buying behavior; however, this impact about brand is changed or strengthened frequently peoples memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognitions influence consideration, evaluation, and finally purchases (Romaniuk and Sharp, 2004). The major objective of consumer behavior analysis is to determine the factors that consumers behave in particular circumstances like in economics aspect (Ayanwale et al, 2005). Hence, consumer behavior analysis is helpful for advertiser to understand the behavior of consumer in buying different situations.

According to traditional hierarchy-of-effects models, advertising affect of 24 advertising exposure leads to brand cognition about the ad, which then leads to the attitude towards the ad and the brand until their purchase intent (Mendelson and Bolls, 2002). Consumer Behaviour is a complex pattern and sophisticated

understanding for marketing researches, but simply defined; study of psychological, social, and physical actions when people buy, use, and dispose products, services, ideas, and practices (Solomon, 2006). Basic idea behind the consumer research was questioning of buying reasons, however researchers have to go deeper and also ask people how and in which circumstance purchase and consume (Blackwell et al, 2001). The differential effects of advertising campaign of leading and challenger retail firms on expected sales of products reveal that radio advertisements produce substantial arousal among consumers and enhance volume of sales in various outlets of retail stores. Thus retailing firms replicate this advertising strategy in large cities and metropolitan areas during different leisure sales seasons (Panagopoulos and Green, 2008).From its first tentative experiments and the clearly days of wireless technology, radio was expanded into an almost universal medium of communication. It brings the world to those who cannot read and provides a picture of reality for those who cannot see. Supermarkets, departmental stores and large shopping malls spend about twelve percent of their operating budget on promotional activities. With regard to

specific advertising options like developing appropriate communication-mix and 25 creating messages, the most widely used promotional elements were found to be radio advertising. As retailing firms face a more intensely competitive environment, the need for effective marketing and promotion is increasingly felt to stimulate consumers of all segments (Warnaby et al, 2005). However, some studies had indicated that radio advertisements are fewer stimulants for specific services like travel and tourism than those of visual media though both advertising media and the relative quality of the advertisements presented in the various media drive the effectiveness of the advertisements (Nysveen and Breivik, 2005). Advertisements on radio target audiences along age, gender and ethnic lines and mobilize excitement and gender sensitivity as persuasive techniques to promote products and services during working hours with the view that access to commercial information is a new cool-tier" of the entertainment industry (Van Guijel et al, 2008).The most memorable advertisements among radio listeners have been those that evoked the most positive feelings and were the best understood. However, need to acquire product significantly affect a person's interpretation and emotional experience of a commercial (Mai and Schoeller, 2009). Short cycle radio advertising is developed to have an enduring emotional impact on an audience by facilitating their creation of personally relevant understandings of an advertisement (Braun-Latour and Zaltman, 2006). The design of effective communications depends upon an adequate model of the communication process. In traditional model speech conveys

semantic information and gesture conveys information about emotion and 26 interpersonal attitudes. Radio advertisements which have more than one voice induce higher emotions as message is split between voice and language which drives significant differences in communicative effectiveness (Beattie and Shovelton, 2005). The emotional content of a retail promotion advertisement is a stronger predictor of buying behavior reflected in message recall rate among audience. In addition, advertisements with high emotional intensity achieve increase in message recall ability among audience. Emotionally arousing advertisements require fewer broadcasts to achieve the same level of recall, and hence are likely to be less expensive to a campaign (Biener et al, 2008). Recall and recognition are significantly affected by the language presented in the advertisement. An advertisement presenting a brand name in the foreign language (English) with the message in the local language is an effective strategy to enhance recall and recognition of the brand name and the contents of advertisement (Ahn and La Ferle, 2008). The use of anchors in radio advertisements determine the attractiveness of the advertisements which in turn affect the recall of brand attributes among listeners. Voice modulation of anchor (s) of an advertisement also affects the brand attribute recall from the message conveyed (Garretson and Burton, 2005). Consumer behavior argues that awareness on the sales promotions in convergence with the contents of advertisements generates conviction among the consumers which leans towards action resulting into the store choice and buying decision (Rajagopal, 2008). It is observed that consumers will stand by

their convictions of store choice when the advertisement on sales promotions 27 appear ethical and the stores employ the policies on guarantee of return or exchange of goods purchased. It is believed by the consumers that a strong conviction towards buying decision can be effectively brought into action provided it is based on the accurate and acceptable information (CallenMarchione and Ownbey, 2008).The most memorable advertisements among radio listeners have been those that evoked the most positive feelings and were the best understood. However, need to acquire product significantly affect a person's interpretation and emotional experience of a commercial (Mai and Schoeller, 2009). This radio advertising campaign generates the arousal of individuals buying behavior towards the products that they advertised. It induces them to buy products which they have been advertised in their radio programs. Local Studies A research made by Mercedes T. Abad (1994), President and General Mangaer, Total Research Needs - MBL, Inc. (TRENDS) of the Department of Trade and Industry Information Center (DTIIC) described the consumer market trends and buying habit and one of which is the about half of people in Metro Manila are afraid of being robbed. Many are afraid to walk in the neighborhood streets at night (Apruebo, 2005). This kind of thinking of buying behavior of the Filipinos gives an opportunity for the advertisements to be more active since people stayed longer in their houses.

Filipinos appropriated the form of radio broadcasting that Americans 28 brought to the country during the American colonial period. Americans introduced radio broadcasting in the Philippines as a commercial enterprise initially to sell radio sets, and then to use the medium as advertiser of American consumer goods. It was also the express intent of the colonial administration to employ radio as one of the means to Americanize the Filipino consciousness to make the American brand of democracy acceptable to Filipinos and to project the American culture as the agent for civilizing and modernizing the Philippines, thus justifying the colonial project (Enriquez, 2009). Synthesis of Reviewed Literature and Studies The following are the summarized part of the researchers review of related literature and study used to achieve the objective of this study. These related literature and study helps the researchers to give guides and leads them to get a useful result. Advertising ranks first when it comes to the minds of a people in terms of impact because of the exposure that results to retentions. Advertising can be ideas and concepts usually about products, services and information promoted through media which aims to persuade or influence buying behavior. Advertisements can be seen, heard and feel. It is usually placed anywhere that people can easily see and notice. Television is said to be the leader of the advertising medium. It is the most usually used by the advertisers and businessman in this modern time. Because

of its visual pictorialization, it captures peoples attention towards the 29 advertisements. It influence a wider range and number of people at just a single time and also it gives more opportunity for the customers to see the actual picture of the products and services provided with sounds and motions. When it comes to a low cost advertisement, the radio follows. It only requires script of the commercial and essential information about the products and services that the announcer will read then the advertisement takes placed. The rate of the advertisements vary to which radio station will the advertiser place their ads. Using the radio, you can easily reach the consumers heart because it has connection to mass price meaning a low price system when it comes to consumers mind towards the commodities. Since consumer loves to buy products and services at the very affordable price, placing advertisements in radio will surely entice them to buy products that is advertise in radio. Since, radio is using voices of the people, printed words becomes more lively produces more impact in delivering lines in advertisements. The audios used in radio will give stronger emotions that triggers consumer to use the products and services in the advertisements. Combining this audios and music with TV-ad will give campaigns. With the use of radio advertisements there is a consistency in reaching more consumers in more exiting way asides from using TV advertisements only. With these two advertisements, advertisers will give more directions in placing their ads.

Aside from the major aim of the radio advertisements, for consumers view 30 it also gives joy and information because it contains music and messages. Its enjoyed more by the people from large cities because of the relaxation that it gives. But because of lack of formats and gimmick it causes low listenership making the market doubt to take risk in radio advertisements. Radio advertisements have greater functions that play for consumers life despite from bringing products for their needs. . Radio advertisements information about the products in urban areas is more appealing for the consumer and gives smooth communication between the two. Giving promotions by the companies who advertise will be positively influenced the emotions and buying behaviors of the consumers. Placing advertisements in radio as a way of communication will reach consumers that have no visual media in their houses. It will influence and affects consumer who consider listening in radio. Since people nowadays have an easy access in radio, it is gentler to approach consumer using this medium. Gunning impacts in consumer behavior is the major goal of advertising but to reach this goal it must first retain the brands strongly to the consumers minds. Memories about the brand are related to the companys name. Dominating consumers mind will result to purchasing because it already influenced their consideration and it is already evaluated by them. Consumer behavior analysis aims to determine the factors that consumers behave in particular circumstances like economical aspect, by knowing this; you can easily have an access to

consumer and can easily penetrate them. Exposing advertisements frequently 31 leads to brand recognition and result to purchase intent. Because of the dynamism and fast changing preferences of the Filipino consumers, different and innovative products have been arouses. Consequently, advertisements also have been widely used by different business firm and independent individual to promote their products. On the other hand, the buying behavior of the consumers arouses from their internal stimuli, or from external stimuli. Internal stimuli are triggered by their personal interest, needs and wants within the individual. External stimuli are from the surroundings like

advertisements or word of mouth. Still consumers had their own learning and experiences gathered and that they used this for their buying behavior depends on their learning and experiences. From the American colonial period, the Filipinos started to be Americanized through the use of radio so as to use as a medium to sell consumer goods. With the use of Caucasian models in advertisement, the Filipinos are feed with passivity by the media. The people around Metro Manila are afraid of being robbed, based on the research made by Mercedes T. Abad (1994), President and General Manager, Total Research Needs - MBL, Inc. (TRENDS) of the Department of Trade and Industry Information Center (DTIIC). This kind of thinking that people wanted to stay at their home to be safe and to avoid bad accidents, give the business firm to engage in home-based advertisement like in radio and television platform

32

Chapter 3 RESEARCH METHODOLOGY

To obtain and interpret the data essential in satisfying the general aim of the study, the method of frequency, and percentage distribution was utilized to analyze the data presented in tabular form with corresponding narrative description.

Research Design The survey questionnaire of descriptive method was used to achieve the primary goal of this study. This method helps the researcher to gather information from students primarily who are listening to radio advertisements to know the effectiveness of it in influencing their buying behavior.

Respondents The respondents who were interviewed were told that the questionnaire is only for the students who are listening to the radio advertisements. As there is a limited time and money, Quota Sampling is used by the researcher. Only 25 male and 25 female students from selected five (5) colleges of Polytechnic University of the Philippines, Manila will be asked in this research. Initially, a total of 250 students were approached to get response.

33

Research Instrument In this research, the main concern is to collect primary data. The semi structured-questions in the survey questionnaire are being used. Researchers prepared a list of questions to respondents in order to analyze the effectiveness of radio advertisement in influencing buying behavior of students from selected universities. The primary data is conducted in a way that will be able to approach research and to conclude answers to research questions.

Data- Gathering Procedure The researcher will distribute the questionnaires to 250 students from selected colleges in Polytechnic University of the Philippines, Manila. The researchers will select only 25 male and 25 female students from each college who are listening to radio advertisement as to the time and date of the survey.

Statistical Treatment The data collected in this study were organized and classified based on the research design and problems formulated. The results of individual responses of the survey were tallied first by the researchers before setting in the tables ready for the statistical treatment. The formula used for computing percentage is:

p=

34

Where:

p = percentage f = frequency N = total number of

respondents

35

Chapter 4 PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA GATHERED

This chapter presents the data gathered regarding the effectiveness of radio advertisements in buying behavior of the students in selected colleges of Polytechnic University of the Philippines and proceeds to the analysis and interpretation of said data. Problem 1 The Profile of the Respondents in Terms of Gender, Age, College and Purpose

Table 1 Frequency and Percentage Distribution of the Respondents in Terms of Gender

Gender Male Female Total

Frequency Percentage 125 125 250 50.00 50.00 100.00

Figure 4 Respondents Gender Profile

36

50%

50%

Male Female

The respondents of the study were the students from the five colleges of Polytechnic University of the Philippines, Manila. 125 male and 125 female, with total of 250 were chosen as the basis to know the effectiveness of Radio Advertisement to them as college students.

Table 2 Frequency and Percentage Distribution of the Respondents by Age Group

37

Age Group 16-17 years old 18-19 years old 20 years old and above Total

Frequency 158

Percentage 63.20

79

31.60

13 250

5.20 100.00

Figure 5 Respondents Age Profile

17 years old and below

5% 32% 63%

18-19 years old

20 years old and above

Most of the respondents were ages between 16-17 years old, making up 38 63.20% of the population or 158 out of 250 respondents. 31.60% or 79 respondents were in the 18-19 age brackets. The respondents 20 years old and above were composed of 5.20% or 13 respondents only.

Table 3 Frequency and Percentage Distribution of the Respondents by College

College College of Accountancy and Finance College of Arts and Letters College of Business College of Communication College of Social Science and Development Total

Frequency

Percentage

50

20.00

50

20.00

50

20.00

50

20.00

50

20.00

250

100.00

Figure 6 Number of Students in Selected Colleges College of Accountancy and Finance

20% 20%

39

College of Arts and Letters College of Business

20%

20%

20%

College of Communication College of Social Science and Development

The colleges chosen were College of Accountancy and Finance, College of Arts and Letters, College of Business, College of Communication and College of Social Science and Development. There were 50 respondents for each college who answered the survey.

Table 4 Frequency and Percentage Distribution of Respondents Perception About the Purpose of Radio Advertisements

Purpose of Radio Advertisement Leisure

Frequency 69

Percentage 27.60

Information Fun Health Commodity Pricing Warnings Commercials

192 59 19 17 44 80

76.80 23.60 7.60 6.80 17.60 32.00

40

Figure 7 Respondents Perception About the Purpose of Radio Advertisements

200 150 100 50 0

192

69

80 59 44 19 17

Most of the respondents answered that for information was their main 41 purpose of listening to radio with 76.80% or 192 votes. 32% or 80 students stated that its purpose was for Commercial Uses. 27.60 % or 59 students said that it was for Leisure. 17.60% or 44 students thought that it was intended for Warnings. 7.60% or 19 students believed that it was for Health Issues purposes. And, only 6.80% or 17 students considered it as for Commodity Pricing. With the data given, the researchers observed that peoples main purpose of listening to radio is changing. In the former studies, peoples reasons in listening to radio are merely for leisure, information and fun. Other factors are just secondary purposes. Now, this study shows that the new top three purposes are information, commercial and leisure.

Problem 2

Factors that Influence the Buying Behavior of the College Students Towards Listening on Radio Advertisements

42

Table 5 Frequency, Percentage and Rank of the Factors that Influence the Buying Behavior of the Respondents towards Listening on Radio Advertisement

Factors Influencing the Buying Behavior of College Students Product/ Brand Endorser/s Jingle Disk Jockey Radio Station* Advertisement's Exposure

Rank 1st f % f 2nd % f 3rd % f 4th % 8.0 f 15 5th % 6.0 f 15 6th % 6.0 537 841 843 1055 1013 966 1 2 3 6 5 4 Sum of Rank Ranks

133 53.2 42 16.8 25 10.0 20 19 36 22 20 18 7.6

63 25.2 63 25.2 47 18.8 29 11.6 29 11.6 9.6

14.4 42 16.8 53 21.2 55 22.0 40 16.0 24 8.8 8.0 7.2 18 7.2

31 12.4 55 22.0 60 24.0 64 25.6

38 15.2 35 14.0 30 12.0 70 28.0 57 22.8 48 19.2 42 16.8 45 18.0 36 14.4 61 24.4

Note: (*) Radio Station Specified. Based on the figures above, the Product or the Brand ranked first in influencing the respondents buying behavior towards listening to radio advertisements. The Endorsers of the product or brand became their second choice. The Advertisements Jingle made to the third spot. The Advertisements

Exposure reached the fourth place. The Radio Station achieved the fifth position. 43 And, the Disk Jockey attained the sixth point. The findings show that the product is still the main reason why the advertisement can be effective. Of course, the product must be the need of the consumers.

Table 6 Frequency Percentage Distribution of the Radio Stations Specified by the Respondents

Radio Stations Specified Brgy. LS DZBB Easy Rock I FM Love Radio Mellow Monster MOR Pinas FM Yes FM

Frequency

Percentage

1 1 2 1 11 1 3 15 1 3

0.40 0.40 0.80 0.40 4.40 0.40 1.20 6.00 0.40 1.20

Non Response Total

211 250

84.40 100.00

44

The MOR (My Only Radio) Station is the respondents first choice of all the radio stations which can influence their buying behavior when listening to radio advertisements with a total of 15 votes or 6%. The second is Love Radio with 11 votes or 4.40%. The third is Yes FM with 3 votes or 1.20%. The fourth is Easy Rock with 2 votes or 0.80%. The fifth are Brgy. LS, DZBB, I FM, Mellow, and Pinas FM with 1 vote each or 0.40%. However, the majority of the respondents did not answer for a total of 211 or 84.40%.

Problem 3

The Effectiveness Of Radio Advertisements in Terms of Brand Recognition, Persuasiveness in Buying Decision

Table 7 Effectiveness of Radio Advertisements in Terms of Brand Recognition

Brand Recognition Effective, I can totally recognize the brand

Frequency

Percentage

168

67.20

Less effective, it does not make the brand mark on my mind Ineffective, I ignore the advertisement Total

45

71

28.40

11

4.40

250

100.00

Figure 8 Effectiveness of Radio Advertisements in Terms of Brand Recognition

168 180 160 140 120 100 80 60 40 20 0 11 71

Effective, I can totally recognize the brand

Less effective, it does not make the brand mark on my mind

Ineffective, I ignore the advertisement

As a whole, 168 or 67.20% of the respondents said that radio 46 advertisements are effective and they can totally recognized the brand. 71 or 28.40% of them believed that it is less effective and does not make the brand mark in their minds. And, only 11 or 4.40% of the respondents admitted that it is ineffective and they totally ignored the advertisements. The findings are supported by concept stating that radio advertisements which have more than one voice induce higher emotions as message is split between voice and language which drives significant differences in

communicative effectiveness. Also, advertisements with high emotional intensity achieve increase in message recall ability among audience.

Table 8 Frequency and Percentage Distribution of the Level of Effectiveness of Radio Advertisements in Terms of Persuasiveness to the Respondents

Persuasiveness Yes, I am totally convinced in radio advertisement No, I am not fully convinced in radio advertisement Maybe, Sometimes I believe in radio advertisement and

Frequency

Percentage

46

18.40

71

28.40

133

53.20

sometimes not.

47

Total

250

100.00

Figure 9 Effectiveness of Radio Advertisements in Terms of Persuasiveness

48

133 140 120 100 80 60 40 20 0 46 71

Yes, I am totally convinced in radio advertisement

No, I am not fully convinced in radio advertisement

Maybe, Sometimes I believe in radio advertisement and sometimes not.

The table show that 133 or 53.20% of the respondents said that sometimes they believe in radio advertisement and sometimes not. While, 71 or

28.40% claimed that they were not fully convinced to radio advertisement. And, 49 only 46 or 18.40% of the respondents felt that they were totally convinced in radio advertisement. Table 9

Frequency and Percentage Distribution of the Level of Effectiveness of Radio Advertisements in Terms of Buying Decision of the Respondents

Buying Decision Effective, I really buy the products Less Effective, I am not fully convinced with the products features Ineffective, the product does not suit my needs Total

Frequency

Percentage

61

24.40

149

59.60

40

16.00

250

100.00

Figure 10 Effectiveness of Radio Advertisements in Terms of Buying Decision

50

160 140 120 100 80 60 40 20 0 61

149

40

Effective, I really buy the products

Less Effective, I am not fully convinced with the products features

Ineffective, the product does not suit my needs

Based on data gathered by the respondents, the table reveals that 149 or 59.60% felt that advertisements in radio advertisements are less effective because they were not fully convinced with the products feature. While, 61 or 24.40% said that it was effective and they were really buying the products. And, only 40 or 16% of the respondents addressed it as ineffective because the product does not suit in their needs.

51

Chapter 5 SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This

chapter

contains

the

summary,

findings,

conclusions

and

recommendation made by the researchers to formally obtain the objectives of this study.

Summary The study attempts to determine the effectiveness of radio advertisement in influencing buying behavior of students based on empirical investigation in selected colleges of Polytechnic University of the Philippines. To accomplish the objective, the researchers used the descriptive method, particularly the survey questionnaire/checklist. A survey questionnaire was devised to gather data from the male and female respondents. It represents the students who are being influence by the radio advertisements. The data gathered were statistically treated using percentage.

Findings The findings are summed up as follow: Total of 250 respondents were chosen as the basis to know the effectiveness of radio advertisements. 125 are males and other 125 are females. Most of the students were about 16 to 17 years old and the least were about 20 years old and above. Majority of the respondents answered that information was their main purpose in listening to radio and commodity pricing was the least purpose of radio advertisement. Most of the respondents answered that product or brand is the leading factor influencing their buying behavior and the least factor is the disk jockey. MOR 97.1 (My Only Radio Station) is the respondents most chosen radio station with the frequency of 15 or 6 %. 168 frequency or 6.20% out of 250 respondents believed that radio advertisements are effective in terms of brand recognition because they totally recognized the brand through it and 11 frequency or 4.40 said that they ignore the advertisement in the radio. On the other hand, 133 frequency or 53.20 % respondents claimed that it is less effective in terms of persuasiveness with the reason that they sometimes believed on radio advertisements and sometimes they do not believed on it but 46 frequency or 18.40% said that they are totally convinced in radio advertisement. Also, majority of the respondents with 149 frequency or 59.60 % answered that advertisements in radio are less effective

52

because they were not fully convinced with the products features while 40 53 frequency or 16% claimed that the product does not suit their needs.

Conclusion As the basis of the result of the study, the following conclusions were made: Majority of the respondents are about 16 to 17 years old and most of them claim that the main purpose of listening to radio is to gather information. The product or the brand is the leading factor influencing the buying behavior of the most number of respondents. In brand recognition, most of the respondents claim that radio advertisements are effective because they were able to remember and recognize the brands. While, majority of the respondents stated that radio advertisement is less effective in persuading consumers because they sometimes believe or doubt advertisements. In terms of buying decision, radio advertisements are less effective for most number of respondents because they were not fully convinced with the products features.

Recommendation Based on the findings and conclusion, the researchers endorse some ways on how to make radio advertisements more appealing and effective to college students.

The companys primary key to consider is the proper selection of radio 54 station which is being patronized by the college students. Since, MOR 97.1 is the most chosen radio station by the students; it is a great opportunity for the companies or advertisers to place their advertisements here. Students are now more information driven and they always wanted to be abreast with the latest happenings around them. Thus, firms should select a radio station with the most recent, meaningful and knowledge based programs which heed the interest of the students and a station which plays on the trend local and foreign music. The firms should place their visual representations or commercials to the website of their chosen radio station to facilitate radio advertisements. Product features are the most important for the students, however, they do not have so much time to imagine and analyze radio advertisements. Also, the youth are now more incline in surfing the internet and there is high possibility that they prefer to listen on radio via websites. Hence, it is better for them to see or watch the advertisements while listening to radio online.

55

REFERENCES

Books Balckwell, R.R., Miniard, P.W., Engel, J.F. (2001). Consumer Behavior 9 th Edition. Harcourt College Publisher, USA. Belch, George E. and Michael A. Belch (2007). Advertising and Promotion: An Integrated Marketing Communications Perspective 7th Edition. McGrawHill/Irwin, New York. Brewster, Arthur Judson, Herbert Hall Palmer and Robert G. Ingraham (1954). Introduction to Advertising 6th Edition. The Maple Press Company, New York. Busari, O.S., Olannye, P.A, Taiwo, C.A. (2002) Essentials of Marketing, 1st Edition, Wadtson Dusme Limited, Mushin, Lagos. Dy, Manuel B. (1994) Values in Philippine Culture and Education. Box 261 Cardinal Station, Washington, D.C., USA. Enriquez, Elizabeth L. (2009). Appropriation of Colonial Broadcasting: A History of Early Radio in the Philippines, 1922-1946. The University of the Philippines Press, E. de los Santos St., UP Campus, Diliman, Quezon City. Govoni, Norman A. (2004). Dictionary of Marketing Communications. Sage Publications, Inc., Thousand Oaks, California, USA. Jefkins, Frank (1984). Advertising Today 3rd Edition. International Textbook Company, London.

Karder, Frank R., Maria L. Cronley, and Thomas W. Cline (2008). Cosumer 56 Behavior. Cengage Learning. Connecticut, USA. Kaser, Ken (2012). Advertising and Sales Promotion 1 st Edition. Cengage Learning, Connecticut, USA. Katke, K. (2007). The Impact of Television Advertising on Child Health & Family Spending, International Marketing Conference on Marketing & Society, Retrieved on Dated, 10-04-2009. Medina, Roberto G. (2007). Principles of Marketing. Rex Printing Company, Inc. 84 P. Florentino St., Quezon City. Miranda, Gregorio S. (2000). Advertising 3rd Edition. National Book Store, Quad Alpha Centrum Bldg. 124 Pioneer St. Mandaluyong City. OGuinn, Thomas C., Chris T. Allen and Richard J. Semenik (2009). Advertising and Integrated Brand Promotion. South-Western Learning Cengage Learning, 5191 Natorp Boulevard Mason, Ohio, USA. Pride, William M. and O.C. Ferrell (2012). Marketing 16th Edition. Connecticut, USA. Richter, William A.,2006, radio: A complete Guide to the industry. Peter Lang Publishing, Inc. New York 29 Broadway, New York Solomon, M. R. (2006). Consumer Behavior: Buying, Having and Being 7 th Edition. Pearson Prentice Hall, New Jersey, USA. Tulsian, P.C. and Vishal Pandey (2008). Business Organisation and

Management. Dorling Kindersley, India. Weinberger, Marc G., Leland Campbell and Beth Brody (1994). Effective Radio Advertising: A Guide to Winning Customers with Targeted Campaigns and Creative Commercials. Lexington Books An Imprint of Macmillan, Inc. 866 Third Avenue, New York.

Magazines and Journals Ahn, J., and La Ferle, C. 2008. Enhancing recall and recognition for brand names and body copy: A mixed-language approach. Journal of Advertising, 37: 107-117 Ayanwale, A. B., Alimi, T. and Ayanbimipe, M. A. (2005). The Influence of Advertising on Consumer Brand Preference, Journal of Social Science, 10(1), 9-16. Beattie, G., and Shovelton, H. 2005. Why the spontaneous images created by the hands during talk can help make TV advertisements more effective. British Journal of Psychology, 96: 21-37. Biener, L., Wakefield, M., Shiner, C. M., and Siegel, M. 2008. How broadcast volume and emotional content affect youth recall of anti-tobacco advertising. American Journal of Preventive Medicine, 35:14-19. Braun-Latour, K. A., and Zaltman, G. (2006). Memory change: An intimate measure of persuasion. Journal of Advertising Research, 46: 57-72. Callen-Marchione, K. S., and Ownbey, S. F. 2008. Associations of Unethical Consumer Behavior and Social Attitudes. Journal of Fashion Marketing and Management, 12: 365-383. Garretson, J. A., and Burton, S. 2005. The role of spokes characters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69: 118-132. Halcoussis, D. and Lowenberg A. (2003). The Quantity And Quality Of Radio Broadcasting: Are Small Markets Underprovided? International Journal of the Economics of Business, 10: 347-357

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Hoch, S. J., Drze, X. and Purk, M. E (1994). EDLP, hilo and margin arithmetic. 58 Journal of Marketing, 58: 1627 Kuffert, L. 2009. What do you expect of this friend? Media History, 15: 303-319. Mai, L. and Schoeller, G. 2009. Emotions, attitudes and memorability associated with TV commercials. Journal of Targeting Measurement and Analysis for Marketing, 17: 55-63. Mendelson, A. L. and Bolls, P. D. (2002). Emotional Effects Of Advertising On Young Adults Of Lower Socio Economicstatus, Retrieved On Dated: 0105-2009. Nysveen, H. and Breivik, E. (2005). The influence of media on advertising effectiveness: A comparison of internet, posters and radio. International Journal of Market Research, 47: 383-405. Rajagopal. (2009). Growing shopping malls and behaviour of urban shoppers. Journal of Retail and Leisure Property, 8: 99-118. Romaniuk, J. and Sharp, B. (2004). Conceptualizing & Measuring Brand Salience. Marketing Theory Articles, 4(4), 327-342. Panagopoulos, C and Green, D. P. (2008). Field Experiments Testing the Impact of Radio Advertisements on Electoral Competition, American Journal of Political Science. Van, G. S., Speelman, D., and Geeraerts, D. 2008. Style shifting in commercials. Journal of Pragmatics, 40: 205-226

Warnaby, G., Bennison, D., and Davies, B. J. 2005. Marketing communications 59 in planned shopping centres: Evidence from the UK. International Journal of Retail and Distribution Management, 33: 893-904. Yusuff, K. B. and Yusuf, A. 2009. Advertising of OTC products in a Nigerian urban setting: Content analysis for indications, targets, and advertising appeal. Journal of the American Pharmacists Association, 49: 432-435.

Internet Fillassociates.co.uk Accessed February 12, 2014 Pup.edu.ph Accessed March 1, 2014 Radiomedia.fi Accessed February 12, 2014 Scribd.com Accessed February 12, 2014 Wikipedia.org Accessed March 1, 2014

60

APPENDICES

Appendix A

Survey Questionnaire

Republic of the Philippines Polytechnic University of the Philippines College Of Business Administration Sta. Mesa, Manila Great day! We are the 3rd year students section 1D from Marketing Management, College of Business Administration, PUP Manila are conducting our survey regarding EFFECTIVENESS OF RADIO ADVERTISEMENT IN INFLUENCING THE BUYING BEHAVIOR OF COLLEGE STUDENTS FROM SELECTED COLLEGES IN POLYTECHNIC UNIVERSITY OF THE PHILIPPINES, MANILA: AN ANALYSIS This survey method is part of completion for the fulfillment of our subject- Thesis Writing. We hope that you will respond accordingly. Thank you for your favorable response!

Name: _____________________ Gender: ____ College: ____________________ Age: ____ 1. For you, what is the purpose of radio advertisement? (Please check the box that corresponds to your answer.) Leisure Information Fun Health Commodity Pricing Warnings Commercials Others, specify ________

2. Which of the following are influencing your buying behavior towards listening 61 to radio advertisements? (Rank your answers from highest influencer to lowest influencer. 1 is the highest and 6 is the lowest.) Product/Brand Endorser/s Jingle Disk Jockey Radio Station, specify ________ Advertisements Exposure 3. As a consumer, rate the effectiveness of radio advertisement in terms of: (Please check the box that corresponds to your answer.) 3.1 Brand Recognition Effective, I can totally recognize the brand Less effective, it does not make the brand mark on my mind Ineffective, I ignore the advertisement 3.2 Persuasiveness Yes, I am totally convinced in radio advertisement No, I am not fully convinced in radio advertisement Maybe, Sometimes I believe in radio advertisement and sometimes not. 3.3 Buying Decision Effective, I really buy the products Less Effective, I am not fully convinced with the products features Ineffective, the product does not suit my needs

Appendix B

62

Figure 1 Consumer Involvement Theory

High Rational Involvement - Rely on facts and testimonials, content is king

High Emotional Involvement -Content-rich media to put the reader in

Low Rational Involvement -FInd ways to break old buying habits, such as coupons and offers

Low Emotional Invovlement -Highlight the gratification, stress visuals, and keep copy short

Figure 2 Persuasive Theory

63

To inform consumers about the basic nature of the product

To appeal with the consumers' emotions and general sensibilities

Persuasive advertising

Entice consumers into purchasing specific goods or services

To convinced the consumer to the desirability and the benefits of product.

Figure 3 Conceptual Framework

64

PROFILE Age Gender College Purpose FACTORS

PROCESS
Develop survey questionnaires Administration Tabulation of data Analysis Interpretation Determining the the Effectiveness of Radio Advertisement in The Buying Behavior of College Students in terms of brand recognition, persuasiveness and buying decision

Product/Brand Endorser/s Jingle Disk Jockey Radio Station, Advertisements Exposure LEVEL OF EFFECTIVENESS Brand recognition Persuasiveness Buying decision

OUTPUT

INPUT
FEEDBACK

Figure 4 Respondents Gender Profile

65

50%

50%

Male Female

Figure 5 Respondents Age Profile

17 years old and below

5% 32% 63%

18-19 years old

20 years old and above

Figure 6 Number of Students in Selected Colleges

66

College of Accountancy and Finance

20% 20%

College of Arts and Letters

20%

20%

College of Business College of Communication

20%

College of Social Science and Development

Figure 7 Respondents Perception About the Purpose of Radio Advertisements

192

200 150 100 50 0

69 59 19 17 80 44

Figure 8 Effectiveness of Radio Advertisements in Terms of Brand Recognition

67

168 180 160 140 120 100 80 60 40 20 0 11 71

Effective, I can totally recognize the brand

Less effective, it does not make the brand mark on my mind

Ineffective, I ignore the advertisement

Figure 9 Effectiveness of Radio Advertisements in Terms of Persuasiveness

68

133 140 120 100 80 60 40 20 0 46 71

Yes, I am totally convinced in radio advertisement

No, I am not fully convinced in radio advertisement

Maybe, Sometimes I believe in radio advertisement and sometimes not.

Figure 10 Effectiveness of Radio Advertisements in Terms of Buying Decision

69

160 140 120 100 80 60 40 20 0 61

149

40

Effective, I really buy the products

Less Effective, I am not fully convinced with the products features

Ineffective, the product does not suit my needs