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CHAPTER 1

PROBLEM AND ITS BACKGROUND

Introduction

Through the use of social media and technological advancement,

consumers today learned about what is happening in the world in many different

innovative ways. Companies are able to communicate with their consumers on a

whole new level. Consumers are able to gain up to the minute news and expand

their knowledge regarding the products. People can communicate with each in

different ways and can get message out to the world quickly and in creative ways

other than the sole of print. These are many different outlets that the media can

use to convey their message to the public. These methods are advertising.

Advertising works to create brands and meaning and as a result shapes identities

and the way people view society and live their lives. The media has a

tremendous amount of influence on the public and in many cases encourages

people to see things from a different perspective.

Advertising means of informing as well as influencing the general public to

buy a product or services through visual or oral messages. It also means paid,

non-personal, public communication about causes, goods and services, ideas,

organizations, people, and places, through means such as direct mail, telephone,

print, radio, television, and internet. The goal of advertising is not to sell products
but to sell a way of life; making consumers believe their product will have a

specific meaning in their life.

CONSUMER ACT OF THE PHILIPPINES Article 108 declares that

“The State shall protect the consumer from misleading advertisements

And fraudulent sales promotion practices.” Article 110 states that “it shall be
unlawful for any person to disseminate or to cause dissemination of any false,

deceptive or misleading advertisement by Philippine mail or in commerce by print,


radio, television, outdoor advertisement, or other medium for the purpose of
inducing or which is likely to induce or indirectly the purchase of consumer
products or services.”

This section is based partly on the protection of consumers, and the

researchers have through the implementation of this research recognize how

future studies in the area would be beneficial in order to understand the topic to

a larger extent and to present even more reliable results.

The researchers believe that this study contributes to the topic of a

comparative of study between print and social media advertisements as

perceived by the students of University of Rizal System-Antipolo.

Background of the Study

The term Advertising is derived from the Latin word ‘ac/vertere’ which

means ‘to turn’ the attention. Every piece of advertising attempts to turn the

attention of the readers or the listeners or the viewers toward a product. The

most widely accepted definition of advertising is the one which is given by the
American Marketing Association, according to which advertising is” any paid form

of non-personal presentation and promotion of goods, services and ideas by an

identified sponsors” (Kazmi and Batra, 2008). But the definition has some

limitations because it does not talk about the persuasion aspect of advertising,

without which it is very difficult to achieve advertising objectives.

The advertising message is considered as an important component in

advertising communication process. It is thought, idea, attitude, image or other

information that the advertiser wish to convey to the target audience. How an

advertising message is presented is critically important in determining its

effectiveness. How an advertising message should command and draw attention,

hold the interest, arouse desire for possession of the product, and elicit action

(Gupta, 2012).

Comparing Print and Social media, it is very easy to assume that the

social media is more better way when it comes promoting the products and

services because people easy collect the information in just snap by clicking the

button of the digital technology that almost people used it now in the present

time. While Print media is the old way to promote the products and services but

still useful nowadays and there are people who truly find it better specially the

person who dying hard fan of KPop idols, the famous celebrity and the people

live in an old fashion way as parents, grandmother and grandfather and etc.

because they could think that the people who make print advertisement are gave

their 100% to create a beautiful and interesting advertisement.


A newspaper has a high level for factual information. The readers also

hold high level of interest in the articles they read. They tend to pay attention to

advertisements as well as news stories. The increased audience’s interest allows

advertisers to provide a lot of copy details in their advertisements (Sharma and

Singh, 2009)

“Advertising” means dissemination of information or messages for a business

purpose, usually intended to promote commercial transactions or to enhance a

general standing of an entity or business in


Theoretical Framework

This study adapted Robert J. Lavidge and Gray A. Steiner Heirdrchy of

effects Theory. It is model of how advertising influences a consumer’s decision to

purchase or not to purchase a product or service. The hierarchy represents the

progression of learning and decision making consumer experiences as a result of

advertising.

The theory is well suited to the study because it talks about several stages

of Heirdrchy of effects such as awareness and knowledge (Cognitive), liking the

preference (Affective) and conviction and purchase (Conative) that can compare

the effectiveness of Print and Social Media Advertising. This study is specifically

focused on the Comparison of Print and Social Media Advertising which is more

appealing to the consumers. Advertising will help the consumers to make

decision to buy or ignore the product based on how they will perceived the

advertisement they received.

Assumption

The researchers assumed that print and social media advertisements are

most commonly used in terms of promoting of products and services.


Conceptual Framework

The study used the Coombs System Approach which shows the input,

process and output.

The first figure presents the input which is the profile of the respondents

with respect to age, sex as well as the A comparative study between Print and

Social Media Advertisements as perceived by the students of University of Rizal

System Antipolo Campus.

The second figure shows the process consists of the procedure like the

distribution of survey questionnaire and analysis of the gathered that will support

the study.

The third figure is the output that shows a comparative study between

Print and Social Media Advertisements as perceived by the students of University

of Rizal System Antipolo Campus.

The arrow from the output to input shows the feedback in order to know

the outcome of the study.


CONCEPTUAL MODEL

INPUT PROCESS OUTPUT

1. Profile of the
respondents
Distribution of
1.1 Gender the survey
A comparative
questionnaire
1.2 Age study between
Print and Social
1.3 Course
Media
1.4 Year level Advertisements
Analysis, as perceived by
interpretation students of
2. Comparison and evaluation University of
about Print and of the result. Rizal System
Social Media
Advertisements

FEEDBACK

The Paradigm shows the Comparative study between Print and Social

Media Advertisements as perceived by students of University of Rizal System.


Statement of the Problem

This study attempted to find out the Comparative between Print and Social

media Advertisement among students of University of Rizal System Antipolo

Campus.

More specifically, it seeks answer the following:

1. What is the profile of the respondents in terms of:

1.1 Sex;

1.2 Age;

1.3 Course;

1.4 Year level;

2. What are the advantages and disadvantages of print media and social media

advertisement?

3. What are the opinions of the respondents on which is more effective medium

for advertisement?
Scope and Limitation of the Study

This study was conducted at the University of Rizal System Antipolo

Campus and limited only to the currently enrolled students of College of Business

Administration including their parents and grandparents.

This study focused on the Comparative between Print and Social media

Advertisement which is more effective medium for advertisement nowadays. This

study also focused on giving information about the advantages and

disadvantages of Print and Social media Advertisement.

Significance of the Study

The researcher believed that this study would have a contribution on the

fields of marketing and advertising through giving information about the

outcomes of using social media and print media for product and services

promotion. This study is believed significant because it will benefit the following

group of persons.

University: The result of the study will make them realize the need for

conducting seminars on how social media and print media advertising can

influence people in the society.


Students and Parents: The result of the study will help to expand the

knowledge of the students and parents, sharing information about the products

and services that would be easy way to communicate.

Future Researcher: The findings of this research will provide them valuable

information and will serve as a reference and guide if they will conduct similar

research in the future.

Definition of terms

For better understanding of this study, the following are defined

conceptually and operationally.

Advertisement- a public notice intended to advertise something.

Age - The time of life when person does something or becomes legally able to do

something.

Comparative- something when compared with others.

Course - A series of classes about a particular subject in a school.

Gender- state of being male or female

Influence- it is act and power of producing an effect without apparent force and

direct authority.
Parent - A person who brings up and cares of their child.

Print advertisement- endorsing a product by using the photomechanical

process intended or graphic reproduction and produced by or under the

supervision of the artist who designed it.

Social media Advertisement- is a form of internet marketing (unpaid efforts)

that utilizes social networking websites as a marketing tool.

Student – A person who attends a school, college or university or a person who

studies something.
A COMPARATIVE OF STUDY BETWEEN PRINT AND SOCIAL MEDIA

ADVERTISEMENTS AS PERCEIVED BY THE STUDENTS OF

UNIVERSITY OF RIZAL SYSTEM ANTIPOLO CAMPUS

Direction: Answer correctly. Put a check (√) on a box if that is your answer.

Name: (Optional) _________________________

Part I. Profile of the respondents.

1. Gender

Female Male

2. Age

18-22 years old 27-30 years old

23-26 years old More than 30 years old

Directions: As future businessman/businesswoman, choose the best three (3)

advantages and disadvantages of Social and Print media advertisement and put

a check (√) in the box.


Social Media Advertisement

Advantages: Disadvantages:

Increased Brand Awareness Receive negative feedback

Better customer satisfaction Exposure to competitors

Improved brand loyalty Needs qualified personnel

Cost effective Tarnish brand name

Direct connection with your Time consuming

audience

4. Print Media Advertisement

Advantages: Disadvantages:

Viewed as credible Dullness

Trust Materials

Longevity Lead time

High ad recall Distribution

Safety Waste
Direction: Choose the best medium that you preferred by checking the boxes

provided below:

Social Print
Media Media

1. The best medium in promoting products.

2. Correctness on the information provided about


the product or services.

3. Popularity of the medium as used in advertising


products.

4. Significance of the medium for new business.

5. Medium were most customers are attracted.

6. A more convincing medium in advertising.

7. A more presentable medium in providing


advertisement.

8. A more effective medium in promoting product or


services.
9. Medium that affects the busying decision of the
customers.

10. Medium were most customers are satisfied.

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