EFFECTIVENESS OF ADVERTISING IN

Topics: Advertising, Mobile advertising, Advertising agency Pages: 14 (2147 words) Published: December 8, 2014
EFFECTIVENESS OF ADVERTISING IN
LIGHT RAIL TRANSIT (LRT) 2
AS PERCEIVED BY CENTRO ESCOLAR UNIVERSITYMARKETING MANAGEMENT STUDENTS

CHAPTER 1
The Problem and Its Settings
INTRODUCTION
According to a study by Bylon Abeeku Bamfo in
Advertising Likeability and its Effectiveness
(2011):
some 55% of the respondents in the research said
they processed advertising messages consciously
the remaining 45% admitted that they did not
have time to pay attention to advertisements

With this study, the researchers decided to choose

the Light Rail Transit (LRT) 2 as their pointed
location because there are many advertisements
in the said location but some passengers do not
notice them.
The researchers propose to conduct the study on
~ how effective the advertisements in Light Rail
Transit (LRT) 2 is
~ and to know the best type or strategy of an
advertisement
to
use
that
may
help
entrepreneurs and business institutions
to
enhance their businesses.

BACKGROUND OF THE STUDY
In

accordance with Consumer Act of the
Philippines, R.A. 7394, Article 124, no publisher,
radio, broadcast, television licensee or medium for
the dissemination of advertising shall be liable,
under this Chapter, by reason of dissemination by
him of any false advertisement unless be refuses,
on the request of appropriate authorities, to
furnish the name and post office address of the
manufacturer, packer, distributor seller or
advertising agency.
This exemption shall not apply however, to the
manufacturer, packer, distributor or seller of the
consumer product or services and the advertising
agency responsible for the false and misleading
advertising.

As knowledgeable in the field of business
particularly in marketing, the researchers chose
the CEU-Marketing Management students who
ride in the LRT-2 as respondents of the study as
they are exposed to different advertisements in
LRT-2.

SETTING OF THE STUDY

The researchers will
conduct the actual
survey in Centro
Escolar University,
Manila, Philippines
where the respondents
enrolled.
Figure 1
Map of Centro Escolar
University
Mendiola, Manila

This is where the

advertisements will
be observed.

Figure 2
Route Map of LRT-2

THEORETICAL FRAMEWORK
This study will be guided by the Hierarchy of
having proceeded
the above
Effects of Lavidge and Steiner
(1961)through
describing
stages;
the three distinct phases
of learning which occur
the advertiser wants the customer to
in the following order: buy their product.
(doing
)

desire to buy the product

(feeling
)

(thinking)
Figure 3
The Hierarchy Effects Model

develops fondness for the said
brand over other competitive
products
the customer develops a
favorable attitude towards the
product
the consumer comes to know
about the features and uses of
the product
the customer becomes
notify of the existence of
the product

This model is known as a "hierarchy" because

the number of consumers moving from one
stage to the next reduces, as you move
through the model. There may be a lot of
consumers that see the product advert but
not everyone will make a purchase. It takes a
lot of work to take a consumer from
awareness to the final stage of purchase, so
businesses need to ensure that they try their
utmost to get customers from conviction to
complete the final stage of purchase.

In relation to that concept, the Time Frequency
Theory of Thomas Smith (1885) proposed that it
takes twenty times for a customer to recognize an
advertisement. Smith states:
“The first time people look at any given ad, they
don’t even see it. The second time, they don’t
notice it. The third time, they are aware that it is
there. The fourth time, they have a fleeting sense
that they’ve seen it somewhere before. The fifth
time, they actually read the ad….”

CONCEPTUAL FRAMEWORK
INPUT

Figure 4
The Conceptual Framework on Using Descriptive Method...
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