CHAPTER 1THE PROBLEM AND ITS SETTING

INTRODUCTION

Marketing is satisfying the customers through identifying their needs

and wants at a profit. Today, it plays a vital role to the success of the

company as it is one of the most commonly used business tools by marketing

and marketers. It has four division i.e. product, price, place and promotion that

constitute the core of a company’s marketing system. If effectively mixed,

these four can make a company be on top of the ladder. One important

element of marketing is advertising (Andersen, 2004). Advertising is a

component of promotional mix which is used for communication purposes to

create awareness in the mind of potential consumers about the product and

services a company offers for taking purchase decisions. It has leading impact

on viewers’ mind, as its exposure is much more (Katke, 2007).

Lee and Johnson (2005) state that “ advertising is a paid, non-personal

communication about an organization and its products or services that is

transmitted to a target audience through mass media such as television,

radio, newspapers, magazines, direct mail, outdoor displays, or mass-transit

vehicles” (p.3). It is at the front of delivering the proper message and

spreading awareness to customers and prospective customers. Peter and

Olson (2007) posited that advertising is intended to influence consumers’

affect and cognition – their evaluations, feelings, knowledge meanings,

beliefs, attitudes and images concerning products and brands. It is to

persuade the customers that a company’s products or services are the best

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by establishing a good rapport to the customers. Moreover, it also enhances

the image of the company, point out and create a need for products or

services, reinforces the salespeople’s messages, draw new customers and to

keep existing ones. In simplest terms, advertising is a means of apprising and

communicating essential information to a target audience with an intent to

persuade them to purchase the products or services. For these purposes,

advertisements sometimes embed their persuasive message with factual

information. Today, with the technological advancement there are now many

media available to deliver these messages, including traditional media such

as television, radio, cinema, magazines, newspapers, billboards, mails and

Internet marketing.

The media is the most powerful entity on earth. They have the power to

make the innocent. They control the minds of the masses (Little, 1963). Its

supremacy is so massive that it influences people’s choice, behavior and

beliefs. There are forms of advertising which are mainly connected through

the use of media; they are print (newspapers, magazines, and brochures),

broadcast (TV, movies), oral (radio), and online (Gentry, 2010). Companies

have taken this big advantage to communicate to a mass audience and

influence them to take some action towards the goods or services they offer.

Undoubtedly, of all media, television is still the king – the most pervasive and

power tool for reaching consumers.

Television is one of the media tools and primary means by which

information and entertainment are delivered to the public in virtually every

nation around the world. It is an integral and vital media today (Browne,

2008). Rossiter and Percy (2004) stated that television is an effective and

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popular advertising mass medium and because it is a passive medium, it suits

advertisements which play with feelings and image. Hence, most companies

create an interesting and attention grabber television adverts to create a

brand image to its target markets. Another advantage that television has is

that the advertiser decides what and when something is being broadcasted on

television. On the other hand, creating an effective and powerful TV adverts is

not as easy as counting from one to three. It takes a lot of time, effort and

money. Designing the television commercial with the correct combination of

elements to give the message a strong chance of grabbing the attention and

getting the message across, is crucial to achieve the desired impact on the

consumers (Brassington & Pettitt, 2000).

As a matter of fact, advertising spending has increased dramatically in

recent years. In 2006, spending on advertising has been estimated $385

billion worldwide and is estimated to exceed $500 billion by 2010. Just this

year, TV accounts for the biggest share of ad spend in 2015 (as of January

2015), with 42% of spend or nearly &79 billion (Lunden, 2015).

Television is generally acknowledged to have the longest reach of all

the media today, with audience access estimated at 96 percent of all Filipinos

nationwide (Teodoro, 2007). It is the fastest way in passing information about

the product to consumers. According to Nielsen online survey (as cited in

Rappler, 2013) television remains the main source of product information for

Filipino respondents for items, such as cosmetic/skin care, food and

beverage, personal care, health care, household product, and home

appliance. In a short span of time advertisers should captivate the attention of

the viewers. In today’s complex environment the key to successfully and

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immediately catch the attention of the viewers in a short span of time is to

understand and know what the audience want to see.

In Calbayog just like any other places, people love to watch television

on their free time whether to kill time or to just rest hence, they are exposed to

TV commercials in which they become more aware and informed about new

products and brands which also influences their purchasing decision. The

researchers feel the need to study the promotional TV advertisement

preference of the Calbayognons and in doing so, the researchers hope to help

the advertising agencies and advertisers produce an advertisement that will

catch the attention of the audience specifically in the locale of Calbayog.

Theoretical Framework

Television being the king of all media has the power to connect and

reach to a massive audience. Many companies advertised their products

through television (as primary choice of media). TV adverts evolved from a

simple presentation of product to creative and costly commercials. Hence,

many marketers have studied the composition of an effective TV advert;

they’ve proposed typologies to dissect the structure and elements of a TV

adverts to measure its effectiveness. However, it’s the typology of Shimp

(1976) that is considered the most comprehensive and reliable typology of

execution structure as stated on his article.

The typology appears in Table 1. In the table you can gleam that there

are eleven substantive categories contained within the framework of four

general methods of commercial presentation. Specifically, categories one

through four are individual-oriented methods of presentation which focuses on

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an individual who is endorsing, acting as spokesman, or consuming the

advertised product. Each category of individual-oriented method of

presentation represents a slight variation of the same fundamental structure.

Similarly, categories five through seven are varieties of the story-oriented

structure. On this structure, the focus of the advertisement is on the story – of

how the commercial sales message is presented. Three categories were

developed on this structure namely: Video Drama (Off-Camera Sales

Message), Video Drama (Sales Message by Performers) and Narration.

Product-oriented commercial presentation gives emphasis on the presentation

of the product to highlight its benefits and features that will entice the

audience to take an action. These include categories eight and nine;

demonstration and product display and/or performers, respectively. Today,

where everyone is in a hurry getting the attention of the people is very much

hard. To overcome this dilemma advertisers always sought to standout by

using unusual techniques. The categories ten and eleven which is under the

technique-oriented structure uses special techniques as the main emphasis of

the advertisement. It employs imaginary characters and plot. Although there

were many variety of special techniques used in advertising, only two

techniques has sufficient frequency to warrant separate categories and these

are: Fantasy and analogy.

To discern the TV advertisement preference of the Calbayognons the

researchers should look at how the advertisement is being presented, so to

speak the execution structure and element of TV ad. And although the

typology was made to investigate the effectiveness of TV advertisement, we,

Individual-Oriented

1. Celebrity Endorser(s)2. Personality (ies)3. Spokesman(en)4. Typical Person Endorser(s)

Story-Oriented5. Video Drama (off,-camera Sales Message)6. Video Drama (Sales Message by Performers)7. Narration

Product-Oriented8. Demonstration9. Product Display and/or Performance

Technique-Oriented10.Fantasy11.Analogy

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the researchers, we’ll use the typology as the starting point to identifying the

TV ad preference of the respondents.

Table 1: A Typology of Commercial Execution Structure

Conceptual Framework

This section of the paper presents the direction of the study and the

explanation between the relationships of different variables involved in the

study. The graphical framework illustrates the flow; input-process-output of

the research.

It demonstrates the profile of the respondents as inputs. On the other

side, the process aims find out the factors affecting TV advertisement

preference of the respondents. After the data has been analyzed and

interpreted some recommendations will be made as to the making of better

future TV ads . In which, we, the researchers, will develop a proposal

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containing what execution structure and element shall be used in the

presentation of TV ads to capture audience.

Figure 2. Conceptual Framework: Promotional TV Ad Preference of the Calbayognons

Factors Affecting TV Advertisement Preference of the Respondents in terms of the following:

Execution Elements

Music and Jingle Voice-Over Humour Slogan Storyline Dialogues

Execution Structure

Individual-Oriented Structures

Story-Oriented Structures Product-Oriented Structures Technique-Oriented

Structures

Profile of the respondents in terms of:

Age; Gender; Civil Status;

and Educational

Attainment

Proposed TV Advertisement Presentation

Recommendation of a Better Future TV Advertisement

Feedback

Statement of the Problem

This study aims to find out the TV advertisement preference of the

Calbayognons.

Specifically, it sought to answer the following questions:

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

1.1. Age;

1.2. Gender;

1.3.Civil Status; and

1.4.Educational Attainment?

2. What are the factors affecting TV Advertisement preference of the

respondents in terms of the following:

2.1. Execution Elements

2.1.1. Music and Jingle;

2.1.2. Voice-Over;

2.1.3. Humour;

2.1.4. Slogan;

2.1.5. Storyline;

2.1.6. Dialogues; and

2.1.7. Cultural Appeal?

2.2.Execution Structure:

2.2.1. Individual-Oriented Structure

2.2.1.1. Celebrity Endorser(s);

2.2.1.2. Typical Person Endorser(s);

2.2.1.3. Spokesman(en);

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2.2.1.4. Personality(ies)

2.2.2. Story-Oriented Structure

2.2.2.1. Video Drama (off,-camera Sales Message);

2.2.2.2. Video Drama (Sales message be performers);

2.2.2.3. Narration;

2.2.3. Product-Oriented Structure

2.2.3.1. Demonstration;

2.2.3.2. Product Display and/or Performance;

2.2.4. Technique-Oriented Structure

2.2.4.1. Fantasy; and

2.2.4.2. Analogy?

3. Is there a significant difference between the preference of students and

faculty on the different TV advertisement execution structure?

4. Based on the results, what possible recommendations can be drawn

towards the making of a better TV advertisement?

5. What proposed TV advertisement presentation shall be developed?

Null Hypothesis

On the basis of the concept presented, the hypothesis was formulated

HO1 There is no significant difference between the preference of

students and faculty on the different TV advertisement execution structure.

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Significance of the Study

It is necessary to know the importance of research work for its

significance lies in the essence of its subject matter. The researchers, in the

main, tries to investigate the promotional TV ad preference of the

Calbayognons.

The result of this study will benefit the following:

Local Entrepreneurs. This study will provide an information which

could help in conceptualizing future TV advertisement that would get the

attention of the viewers.

Advertising Agencies. This study will give the different advertising

agencies an insight as to what TV advertisement structure and elements

would very much appeal to the Calbayognons.

Future Researchers. The study would help the future researchers to

conduct researches along this line of study.

Scope and Limitation of the Study

This research does not set out to measure the many dependent

measure considered to be parts of advertising effectiveness. Instead, this

research will focus on the TV advertisement itself. Additionally, this research

differs from others as the researchers will only investigate the promotional TV

ad preference of the Calbayognons, make recommendations and proposal

based on the results. However, this does not prove and measure the

effectiveness of the TV advertisement.

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The study focused on just the academic institutions (secondary and

tertiary) within the city proper area which represent the private and public

sectors of education. These academic institutions are: La Milagrosa Academy,

Christ the King College and Northwest Samar State University.

Definition of Terms

The researchers intend to include some definition of terms so that this

opus would be more understood by those students, readers and researchers

who might come across this study and have a research pertinent to their

topics. The researchers intend to cull the meaning of the terms in order to

understand and move toward with the possible overview on the subject

matter. It is defined accordingly to its appearance in this research.

Analogy. The advertised product is compared to a thing which is

unrelated to the product.

Audience. People who watch or are expose to the TV advertisements.

Celebrity Endorser. A celebrity (athlete and actors) presenting his/her

knowledge, liking and experience of the product.

Demonstration. Visually presents and demonstrates the product’s

benefit and features.

Execution. How the TV advertisement is being presented.

Fantasy. TV adverts which uses imaginary and unnatural element –

animated characters, talking animals and etc.

Individual-Oriented Structure. The ad focuses on the individual rather

than its story.

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Jingle. It is a very short melody that presents and describes the

product with or without slogan.

Music. Song that’s used in the TV ad as background music.

Narration. The story of the TV ad was narrated off cam by a narrator

who discusses and tells something about the product.

Personality. An individual (not necessarily a celebrity who’s not verbally

endorsing the product.

Preference. Special likeness the respondent has to a certain execution

element and structure.

Product Display and/or Performance. The advertised product is

presented or was only displayed in an advertisement (e.g. car in a

showroom) but not tantamount to demonstration.

Product-Oriented Structures. Give emphasis on the presentation of the

product rather to its performers/actors.

Spokesman. An individual who announces the sales message but does

not provide testimonial of the product.

Slogan. A short, memorable groups of words used by companies they

wishes to be remembered by.

Storyline. The story or the plot of the TV advertisements.

Story-Oriented Structure. The focus/emphasis of the advert is on its

story or plot.

Technique-Oriented Structure. Emphasis is on special effects of the TV

advert.

Typical Endorser. A non-celebrity individual presenting his/her

knowledge, liking and experience of the product.

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Typology. The classification of the different execution elements or

structure of TV advertisement.

Video Drama (Off-Camera Sales Message). This TV advertisement

portrays a drama, life, or character on video by means of action and

dialogue. However, the primary sales message was performed by an

off-camera announcer.

Video Drama (Sales Message by Performers). Also portrays drama on

camera. On this category, unlike the Off-Camera Sales Message

where the sales message is delivered by an off-camera announcer,

here the performers of the drama are also the one who delivers the

primary sales message on camera.

Voice-Over. A narrative or commentary pre-recorded by an individual

or voice actor who does not appear on the TV advert.

CHAPTER 2

Related Literature and Studies

This chapter presents a detailed literature and studies conducted

previously so that the researchers will get the best possibilities to better

understand the subject. The goal of this chapter is to provide deeper

knowledge within the area of the study. It is also important for the researchers

to be familiar with earlier produced studies on the area, this so that this can

get to its highest potential.

Related Literature

There are many factors and areas that should be considered in

advertising. It involves a great deal of innovative ideas, effort and money as

each element included in TV advertisement should be just as good as the

other. According to Keller (2005), studies on advertising content revolve on

two major elements: execution and strategy. The strategy element is

concerned with “what is said”, while execution is concerned with “how the

message is said”. On the other hand, researchers on execution element focus

on the message appeal and effectiveness of TV advertisement.

Laroche and Teng (2006) argued that cultural values are the core of an

advertising message. For example, cultural values and norms that are

embedded in advertising appeals enhance the effectiveness of persuasive

communication. They further claimed that when cultural values match

people’s tradition, audience are able to find commonalities between

themselves and the advertisement.

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Some of the TV ads presented is through cognitive and emotional

appeal, according to De Pelsmacker, Geuens and Van Den Bergh (2005),

cognitive appeal means the descriptive aspects of product features. Example

of a cognitive appeal are solving a problem, dramatizing, or comparison.

While the emotional appeal means more psychological benefits that stimulate

emotions, moods, or feelings. Humor, fear, warmth and music are often used

within the emotional appeal. It is important to note that the typology of

execution structure has the cognitive and emotional appeal. On this study, the

researchers will also know whether the respondents’ preference of TV ad is

more of a cognitive or emotional appeal.

Escalas and Bettman (2005) said that consumers form associations

between reference groups and the brands they use and transfer this meaning

from brand to self and one of the most reliable form of reference group is

celebrity endorsers. Moreover, reference groups among consumers are

viewed as being critical source of brand meanings as it helps them to evaluate

their belief about the world particularly with other who share the same beliefs

or are similar on relevant dimensions. Indeed as companies are signing deals

with celebrities in the hope that by using celebrities they can accomplish a

unique and relevant position in the minds of the consumers.

It is suggested that television can be used to demonstrate the product

in action, or to use color and sound to build an atmosphere around the

product (Fahy and Jobber, 2006). The focus for this research will be television

advertisements as there are many elements of television that could aid the

presentation of the message such as song, color, sight and motion. Moreover,

Latif and Abideen (2011) stated that all medium influence audiences, but

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television is one of the strongest medium of advertising and due to its mass

reach; it can influence not only the individual’s attitude, behavior, life style,

exposure and in the long run, even the culture of the country. For a more

effective TV advertisement the researchers will investigate the local’s

preference in terms of different execution elements and structure of TV

advertisement.

McQuarrie and Phillips (2005) have researched the effectiveness of

indirect claims in TV ads and argued that indirect claims elicit beliefs for which

no explicit statements have been made; instead, consumers are invited to

construct multilayered meanings that are not actually given. As opposed to

direct claims, which are straightforward, indirect claims made in narrative

commercials, do not show attributes a brand possesses or the benefits it

delivers. This is another factor that affects the preference of the viewers on

TV ads as direct claims may perceived as aggressive and indirect as placid.

Moreover, television commercials cause direct advantages for the

advertiser: (1) television generates sales (2) television generates profit (3)

television generates traffic (SPOT, 2008). Making a great TV advertisement

that will capture the attention of viewers is not easy. Especially now, given the

costs involve, companies are even more adamant in learning whether their

advertisement works as planned.

Related Studies

In the study conducted by Yoon and Choi (2005) they have found out

that sports participation, sports preference and lifestyle were found to affect

advertisement preference. People with active lifestyles were more interested

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in sports advertisements than people with non-active lifestyles. This shows

that when your degree of participation towards sport is high your preference in

such advertisement is directly correlational. However, on this study the

researchers will not look into the lifestyle of the respondents but will only

investigate their preference regardless of the product and their lifestyle. The

focus is on the structure of the TV advertisement whether the respondents

would prefer TV ad which focuses on individual, story and etc.

Kim-Shyan and Waller (2006) identified specific likeable themes for

three Asian cities: Shanghai; a funny/amusing/humorous theme and nice

music, Jakarta; having an interesting theme and setting is important,

Bangkok; a theme showing a slice of life is liked in Thailand. Music and humor

is a very used execution element in TV advertising as it is said to elicit positive

feeling. While the showing a slice of life on the TV ad stimulates feeling of

familiarity and cultural appeal. On that note, the researchers included the

music and humor as part of the execution element in the TV ad.

Lui, Huang, and Minghua (2007) stated that a successful and popular

endorser has the capability to increase consumer’s purchase intentions and

preference towards brands either directly or indirectly. The rampant practice

of celebrity endorsement in marketing program is not an accident. The

celebrity endorsers had created a persona of their own and already created a

fan base who will support them, so companies utilize the celebrities as

endorser of the product anticipating that they will also get his/her fan base and

attract more consumers. Moreover, Seno and Lukas (2007) found that as

compared to the other genre of endorsers such as the company manager,

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typical consumer and the professional expert, by far the celebrities are the

most effective.

Furthermore, Nelson and Paek (2007) argued that language is

important as it can convey values or it can confuse meaning. Hence, the

language used in the dialogues of the characters on the TV ads should be

concise in delivering the desired message to audience. The dialogue is one of

the frequently used execution element in the TV ads as it can generate

positive or negative feedback that may affect the image of the brand.

Kotwal, Gupt, and Devi (2008) found that most of the adolescent girls

in Kashmir, India wanted to buy the new brand introduced in the market after

seeing its television advertisement. The girls also said that the TV

advertisement helped them to make better choices during shopping. This just

shows that TV advertisements really has an influence to its viewers. So if

advertisers can get the attention of the televiewers by knowing their preferred

TV advertisement there’s a big chance that they can influence them into

buying their products and eventually lead to greater sale.

CHAPTER 3

METHODOLOGY

This chapter illustrates and explains the various methods and

techniques in completing the study. It involves the blueprint for the collection,

measurement and analysis of data. This section covers the overall scheme,

plan or structure conceived to aid the researchers in data collection. Therefore

in this section the researchers will identify the procedures and techniques that

were used in the collection, processing and analysis of data. Specifically the

following subsections are included; research design, time and locale of the

study, respondents of the study, sampling procedure, instrumentation,

validation of the instrument, data gathering procedure and statistical

treatment.

Research Design

This study employed the descriptive research design with the

technique of survey method meant to depict the respondents’ preference of

TV advertisement. A descriptive study is concerned with finding out the what,

where and how of a certain phenomenon.

Time and Locale of the Study

In conducting a research it is important to know the place where the

study will be conducted. It should be carefully chosen so as to achieve the

desired objectives.

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The study was conducted solely for the secondary and tertiary students

and faculty of different schools in the Calbayog City proper area namely:

Christ the King College (secondary and tertiary level), La Milagrosa Academy

and Northwest Samar State University. Basically, this study focuses to

different questions affecting their preference of TV advertisement. The study

will be conducted during the School Year 2015-2016.

Figure 3. Map of the Calbayog City Proper Area (showing the

secondary and tertiary; public and private academic institutions)

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Respondents of the Study

The following criteria was set in choosing the respondents to achieve

the desired and reliable result: a) the respondents should have an access to

television; b) it should be convenient as there’s a limited time frame in

conducting this study. Hence we, the researchers, have chosen the

secondary and tertiary students and faculty of Christ the King College (both

secondary and tertiary level), La Milagrosa Academy and Northwest Samar

State University as respondents.

In getting the total number of respondents the researchers use the

Slovin’s formula as suggested by the statistician. It has the confidence level of

95 percent which gives the margin error of 0.05. Below is the formula:

Nn = 1+ N e2

After obtaining the total population of each school and using the

Slovin’s formula, we the researchers, arrived at 1316 students as our

respondents and 132 faculty members as our respondents.

Sampling Procedure

In this study the researchers uses the Slovin’s formula in getting the

total no. of respondents, simple random sampling technique in the selection of

the students, and universal sampling in the selection of the faculty members.

The random selection guarantees that each individual has a probability to be

selected as respondents. The researchers choose this method as it is

deemed to be fair, unbiased and easy to carry out.

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Instrumentation

In order to find out the TV advertisement preference of the

Calbayognons, the researchers use survey questionnaires as instrument in

data gathering. The survey instrument of this study has three parts. The first

part is the personal profile of the respondents. The second part is the

checklist comprising the different factors affecting TV advertisement

preferences of the respondents. Finally, the third part of the questionnaire

presents recommendations for better future TV ads.

Validation of the Instrument

Before the actual data gathering, the researchers will conduct pretest

with a smaller sample in a school not selected for the study. This is to test the

reliability and validity of the research instrument in gathering the needed data

for the study.

Data Gathering Procedure

In order to have access to the chosen Secondary and Tertiary schools

the researchers will secure a letter asking permission to conduct research

survey. The researchers decided to have division of labor in data gathering in

order to finish the survey immediately. One researcher will conduct the survey

in La Milagrosa Academy, two researchers in Christ the King College and

another two researchers in Northwest Samar State University.

Statistical Treatment