CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

Promotion of products nowadays is more modernize than the previous years of

promotion. Many businessmen and entrepreneur have different ways on how they will

promote their product, some of them use print media, broadcast meadia and new media to

promote their products. Print media includes newspapers,magazines and other

publications. Broadcast media includes radio broadcast, broadcast television and other

on-air endorsements. New media includes social media (Facebook, Instagram, Twitter,

and other social media platforms), Blog or by having video presentation with the use of

technological devices. Different forms of media has a big contribution in promoting

products to increase sales because we all know that people nowadays are aware with

different medium of communications whether it is a print media, broadcast media or new

media.

With the use of different forms of media, entrepreneurs and businessmen can easily

promote their products because they will just simply print through newspapers and other

printed materials, broadcast using radios and televisions or just simply by posting and

blogging to introduce their products. In this way of promotion, they can also add or

indicate the features, benefits, price and quality of their product that they want to

promote. Newspapers and magazines advertisements, radio and television broadcasts or

posting and blogging are some examples on how entrepreneurs and businessmen promote

their product with the use of different media.

Background of the study

Promotion is advertising a product or brand, generating sales and creating brand

loyalty. It covers the methods of communication that a marketer uses to provide

information about its product (Wikipedia). Promotion helps a entrepreneur and

businessman to introduce their product or brand to people, they use different techniques

from passed years like radio, television, and outdoor media such as banner or billboard,

these are called the electronic media. It also includes print media such as newspaper and

magazines. These items are al under Traditional Media.

As years passed by, traditional media become slowly replaced by new media which

are more advance and easy to use on promotion of products than the traditional media.

New media includes social media sites like Facebook, Instagram, Twitter and others.

They also use blogger, wordpress, and other blog sites for posting blogs to promote

products. In the 1950s connections between computing and radical art began to grow

stronger. In the late 1980s and early 1990s, we seem to witness and different kind of

parallel relationship between social changes and computer design. Computers has a great

contribution in terms of changes and designs which leads to an opportunity on promotion

of products. After many years of research and discussion, Lister et al. (2003), have

highlighted the positive and negative potential and actual implications of technologies. It

includes socialization worth other people are gone because of new media, they can make

work easier but the old version of media is being forgotten now.

Over 2.7 billion people are online globally, which is about 40% of the population of

the world, 67% of all internet users globally use social media. This statistics show that

new media is very effective nowadays because almost all of the people in the world are
using and discovering things with the use of new media. Overall, new media can make

people aware on new brands or products because people nowadays can easily look and

search for it.

Conceptual Framework

This study has been conducted to determine the most effective way on promoting

product with the use of different forms of media in relation to the brand awareness of

customers. It also describes how variables of Age, Gender, and Grade and Section of

customers affect the promotion of products using new media.

Input Process Output

Data Gathering
Profile of the Brand Awareness
Procedure
Respondents of Customers
-Questionnaire
-Survey
Customer
Statistical
1.1 Age Method
1.2 Gender -Percentage
-Frequency
1.3Grade &
Distribution
Section
Figure 1: Paradigm Showing the Conceptual Framework Of The Study

Statement of the Problem:

This study was conducted by the researcher to analyze how different forms of media

helps customer on the awareness of brands and products. This will serve as basis on what

is the most effective form of media on promoting products to be able to establish a better
brand awareness of customers and for the improvement of product promotion using

different media.

This study sought to answer the following questions base on their age, gender and

grade and section and to identify what forn of media is the most effective and frequently

used by customers.

1.) What is the most effective form of media on promotion and brand awareness of

customers?

2.)What is the reason why this form of media said to be the most effective than the

others?

3.) What is the relationship of forms of media and brand awareness of customers?

Null Hypothesis:

There is no significant difference between the brand awareness of customers and

promotion of products using different forms of media.

Significance of the Study:

This research study will be beneficial to the following:

 Customers- to be able to know how they will be satisfied and aware to different

brands.
 Employees- to know how are they going to improve their promotions.
 Businessmen- to identify what will bethe best way on promotion and to improve

strategies to increase brand awareness.

Scope and Limitation:

This study was conducted to know the most effective form of media on promoting a

product and brand awareness of customers. This study was done at San Miguel National

High School during the second semester of S.Y 2017-2018. This research is intended for
50 senior high school students which are randomly selected. Each respondent will be able

to identify what form of media is the most effective and popular on promoting a product

through brand awareness. This research is done to identify what form of media is most

effective between print media, broadcast media and new media.

Definition of Terms:

 Promotion - entails line features via advertising and / or a discount price of a

particular product or service.

 Brand Awareness – is the likelihood that consumers recognize the existence and

availability of company’s product.

 Businessman – a man who works in business or commerce, especially at an

executive level.

 Entrepreneurs – person/s who organizes and operates a business, taking on

greater than normal financial risk in order to do so.

 New Media – are forms of media that are native to computers, computation and

relying on computer for distribution.

 Print Media – is composed of newspapers, community newsletters, magazines

and other publications.

 Broadcast Media – is the use radio and television on the distribution of

informations.

 Blog- is a discussion or informational website published on the World Wide Web

(www) consisting discrete, often informal diery style text entries.

 Technological Devices – are devices used in posting, Browsing and blogs like

mobile phones, computers, laptop, tablets and other gadgets that might help to

share information.
 CHAPTER II

REVIEW OF RELATED LITERATURE

A. Related Literature

Local

“Promotion refers to communicating the base P (product) and the other support Ps

(price and place) to encourage sale. Through promotion, company creates target market

awareness, interest, desire and action (AIDA) toward product offering. In promotion, you

are already selling your product through introducing what product are you going to sell at

what price, either high or low price and also considering the place where are you going to

sell the product. Upon introducing your product, you are already making customers to be

aware on your product. You can get their interest and desire because they are already

aware of it. When customers have interest to your product already, then they will take an

action to buy it. Promotion can increase sales of a certain company this may through

advertising, sales promotion, personal selling, public relations, direct marketing and

promotional mix. (Delayco, 2016).

Abrugar(2016) mentioned that utilizes the internet technology and other digital

platforms is both effective and cost efficient. This is because business owners often

choose digital marketing as a tool to reach their target market and to be patronized by

many customers. Businessmen often use different website to promote their products.

They will use infographics, images, information or even video clips about the product to

support and promote it. They can also create website for better promotion and this will

make customers more comfortable because the blogs that can be visible and can be viral

on social media. By blogging, you can still improve your website through hiring an artists
for layout and videos which can increase your market and can make your website in high

quality.

“Advertising and promotion constitutes the overt forms of communication for the

product that involve the use of various media to deliver messages to the market in order

to achieve business objectives”. Promotion uses different kinds of media like Print

Media, Broadcast Media and the New Media or with the use of internet. New Media is

now the most popular because of our modernized country and high-tech world because of

new inventions of our new technology which has also a big contribution in terms of

promotion.(Ilano,2016).

Foreign

“New media marketing involves promoting products, services and brands through

myriad developing online channels”. It takes the connotation of becoming the media

provider as content marketing proves an increasingly valuable marketing tool. By new

media marketing, business can essentially turn any digital channel into a marketing

platform for reaching consumers and buyers. New media marketing does not only gives a

channel for promoting products and services but it also makes the channel become a

marketing platform where it can be the key to promote product and service easier than

before. By this marketing platform sellers and buyers will have a big opportunity to

communicate with each other to promote their products and at the same time the

customer awareness will also increase.(Brafton,2017).

The same with the literature of Brafton, Queensland (2016) mentioned that social

media are internet services that let you interact with others and share and create through

online communities. Social media has advantages because of its brand reach of
customers, fast in distributing information to many people, easy to access the device on

using new media and others. These social media includes Facebook, Twitter, Instgram,

Youtube and other online services. This social media will improve the way of

communicating other people in more effective and easier way of promotion. In relation to

Brafton, New media consists social media which is likely to be helpful because of its

ability to communicate and become a channel or marketing platform of a certain product.

In simple way, social media is a part of new media where they give a higher opportunity

because of its wider customers.

“Print media advertising is a form of advertising that uses physically printed

media, such as magazines and newspapers, to reach consumers, business customers and

prospects”. With the use of newspapers, advertisers can choose from a wide range of

different newspapers, including local, regional or national titles published in daily,

evening, weekly or Sunday editions. Newspapers target different readerships with a mix

of content, often incuding sports, entertainment, business, fashion and politics in addition

to local, national or world news. Magazines offer advertisers extensive choices of

readership and frequency. Consumer magazines cover a wide range of interest including

sports, hobbies, fashion, health and loyal topics. In addition to newspapers and

magazines, businessmen also uses flyer to promote their products or place they will posts

it on walls of a public places so that many people can see it. Print media has a

contribution to besiness owners because they are also updated daily or weekly depending

on what strategy do businessmen will use. (Linton, 2016).

Martin (2013) states that broadcast media is a great asset on your marketing mix

and will benefit your growing business because of three reasons first is consumers feel
more comfortable with brand that advertise in broadcast media because when it is heard

the message is already exposed and you are already gaining credibility as a business to be

presented in multiple ways. Second is using broadcast media is a good investment

because of it is believed that when you exposed your product through broadcast media,

your product is used for different purposes that will lead to the investment of your

product. Third is broadcast media is more affordable than you think it is because you’ll

have the access to many opportunities. Media agencies have access to discounted

broadcast media purchasing packages that will be beneficial to your company.

In businessmen’s point of view, Van Doren (2010) states that business managers

that use the Internet as a major component of their marketing communications strategy

face great challenges. The popularity of the internet with consumers has a great

opportunity to firms to promote their products immediately. With the use of internet,

people worldwide has a greater chance of communicating each other by internet access.

Internet also exposes the products that is being promoted not only in a particular country

but worldwide. Even if they have different challenges to face worth, they can still become

competitive because of big opportunities given by the internet. This challenge will be a

better way on improving the promotion of their products. By the use of internet, business

managers can communicate with customers faster and easier but there is always a

problem upon using it because of different challenges like barriers of communications

like language diffrentiation and the internet access itself. Some business managers

experience difficulty on talking with customers because of some customers that are only

joking that they will buy the product. Business managers may always think about an
alternative strategy on how they can surpass the different challenges of internet on

promoting their products.

In relation to Van Doren (2010), Mangold and Faulds (2009) stated that the

managers must learn to shape consumer discussion in a manner that is consistent with the

organization’s mission and performance goals. Managers uses blogs, social media tools

and promotional tools to engage customer, these are called networking platforms. These

means that when managers are promoting products nowadays, they oftenly use different

platforms or new media so that customers will be able to deal with them. They will be

communicating each other by the use of new media. Customers meet their awareness and

satisfaction because of the easier way of promoting products. It discusses that one of the

challenge that managers are facing is the dhaping of customers discussion about the

engagement of customers to products to become consistent with the product engagement.

“The role of Broadcast advertising is to persuade consumers about the benefits of

the product”. It is considered as a very effective medium of advertising. Broadcast

advertising incudes radio advertisements where the information are aired several times so

that the information will sinks in the mind of the consumers and the television advertising

where a strong audio and video combination is a must for the success of the commercial.

Businessmen used this form of media because of its wide coverage and it is repeated

several times. (Juneja, 2008).

B. Related Studies

Local

“Business are using a variety of sources to inform their marketing strategy”.

Insights gathered through social media monitoring have finally overtaken more
traditional metrics such as market share data and brand trackng to become the most

popular component used by marketers. There are five metrics used by marketers in Asia

Pcific including our country (Philippines) these are social media monitorin, market shre

data, brand tracking, what competion is doing and information from mmedia agencies

which are all basis of customers behavior and awareness to a certain product that is being

offered by marketers. These metric are use for the spread of information in marketing

from marketers to consumers. (Newsbytes, 2016).

"Brand awareness does not positively affect brand usage of among customers".

Companies should concentrate on improving the image of the product and review

advertising plan to target right market for advertisement, because the image of the

product is not correlated to the brand awareness of customers. But the brand awareness

and brand image affect the usage of the product, they do not affect the buying habit of the

customers. Brand awareness alone does not affect customers but if it is joined by the

brand image it will affect the usage of the product because customers focus on brand

image of a certain product. (Domingo, Lao, & Manalo, 2015).

"Consumers would buy new products from familiar brands rather than switch to a

new brand". Consumers would always buy from familiar brands or the one that they

already trusted and proved that it is a good brand even if they have a new product,

consumers will still buy it because the brand is still the same. On the other hand,

consumers will not change brand easily because they already have a trusted brand. Even

if they will offer a new product, they will still choose brands that are familiar to them.

New brands that are existing will not patronized by customers because of the brand that

are well-known to everyone (Lucas, 2013)

Foreign

"Social media latest marketing tools and paid advertising opportunities clearly

have marketers' attention". Social media and other new media platforms like Blogs,

Facebook, Twitter, Instagram, LinkedIn, Pinterest and others are very popular nowadays

to have effective promotion and brand awareness to customers because they are the new

trends nowadays. This also includes the easy access to internet and other people. These

platforms can easy to send, posts and share pictures and information because it is

accessible anytime and anywhere. Paid advertisement like videos and commercial can

give marketers a great opportunity and attention on how they catch and sustain a big

number of customers. On the other hand, customers can also sent medsages and feedback

easily because of social media and other marketing tools. (Delzio, 2016).

Pawar (2014) mentioned that consumers rely upon more than one medium in

order to enhance their brand rated knowledge. This means that, consumers use various

sources before making final decisions to do. They will identify that the use of internet has

an advantages through social networking, online shopping and media sharing (photo,

music, video). By the use of new media, customers will be aware on different marketing

tools on internet. It is related to Delzio because of the different medium that customers

may use. This will help customers to become aware on the different marketing tools and

they can easily identify what tools are the effective one for consumers that are engaging

on promotion and awareness of products. Customers often thinks what would be the best

one among of the other different brands, customers consider the uniqueness of a certain

products to buy, they always looking the features if it is good or not and the effectiveness
and price of the products that is why they are engaging on different mediumto improve

their knowledge on using, identifying and buying a certain products.

Hautz (2013) stated that Facebook fanpage, and in accordance to hierarchy of

effects theory show the positive effect of fanpage engagement on consumer’s brand

awareness, word of mouth (WOM) activities and purchase intention. This shows the

positive effects of facebook fanpage to brand awareness of customers and purchase

intention because of the effects of fanpage on decision making of customers. Customers

often use Facebook as a tool on promoting different products through public posts.

Facebook fanpage is one of the most popular and oftenly used social media of customers

for communications and different transactions. Because facebook fanpage is popular,

some businessmen use it for promotions and one way to increase their sales because they

already know that people worldwide know how to use it already and they can asure the

big amount of target market about it. Upon the different posts of different businessmen,

customers can see it and can easily ask about the product.

In relation with the brand awareness of Hautz, Paquetter (2013) said that retailers

can increase awareness of their brand by being creative when engaging customers on

social media sites. Social media sites are great stage for retailers to create an experience

and retailers can use informartion on social media sites to improve their brand. Social

media gives an effective way on promotion the same on brand awareness of the

customers because of the informations on social media. This study is related with Hautz’

study because if the customers already know the product or when customers are already

aware with the product and they try it, there will always a two feedback about it, and it is

either a positive or negative which can be the reason for improvement of the product or
adding the features into it. When customers give their comments, suggestions or

feedbacks, businessmen will be aware to their products that they are offering they will be

challenged to become more creative on promoting their products.

 CHAPTER III

RESEARCH METHODOLOGY

Research Design

The researcher will be using descriptive research design to explain and describe

the different forms of media. The researcher will further evaluate what form of media is

the most effective on promotion towards brand awareness among Print Media, Broadcast

Media and New Media. Descriptive research design will further identify what is the most

effective media for advertisement of product.

Research Instrument

The researcher will be using research questionnaire upon conducting research.

This will serve as the process on collecting data and information to support and answer

the problem of the study.

Respondents

The researcher will be able to collaborate to 50 respondents upon gathering data.

Respondents will be Senior High School students of San Miguel National High School.

Sampling Technique

The sampling technique that the researcher will use is simple random sampling so

that everybody will be allowed to answer the questions and they will be picked randomly

with an equal chance to be chosen.

Statistical Treatment

This statistical treatment was used to analyze and interpret the gathered data to get the

answer of the given research problem.

1. Percentage = F x 100
 N

Where P = percentage

F = Frequency

N = Number of respondents

2. Frequency counting
 CHAPTER IV

PRESENTATION INTERPRETATION AND ANALYSIS OF DATA

This chapter shows the analysis of data and the interpretation of the data gathered.

1. Profile of the Respondents

Table 1.1 Respondents Profile According to Age

Age Frequency Percentage

17 14 28%

18 31 62%

19 5 10%

TOTAL 50 100%

The table shows that there are 14 or 28% of respondents are 17 years old. The

highest number of respondents are aging 18 years old which is 31 or 62% of the total

number of respondents while the least number of respondents are aging 18 years old

which is only 5 or 10% of the total number of respondents.

Table 1.2 Respondents Profile According to Grade Level

Grade Level Frequency Percentage

11 14 28%
 12 36 72%

TOTAL 50 100%

The table shows that 14 or 28% of the respondents are from Grade 11 which is

lesser than the respondents from Grade 12 which is 36 or 72% of the total number of

respondents. We can see that most of the respondents are students from Grade 12.

Table 1.3 Respondents Profile According to Gender

Gender Frequency Percentage

Male 15 30%

Female 35 70%

Total 50 100%

The table shows the number of respondents according to gender which is male is

15 or 30% percent of the total number of respondents while female is 35 or 70% of the

total number of respondents. We can see that female has the highest number of

respondents than male.

 Table 2: Frequency and Percentage Distribution According to Senior High School

Students

Form of Media Frequency Percentage

A. New Media
Facebook 36 72%
Twitter 1 2%
Instagram 1 2%
Youtube 2 4%
B. Print Media
Newspapers 0 0%
Magazine 0 0%
Flyers 1 2%
Brochures 0 0%
C. Broadcast Media
Radio 0 0%
Television 9 18%
Total 50 100%

The table shows the frequency and percentage distribution of the most effective

form of media on promotion towards the brand awareness of customers. The table shows

that Facebook under New Media has the highest frequency and percentage which is 36 or

76% of the total number of respondents. The second highest form of media is Television

which is under Broadcast Media which has 9 or 18% of the total number of respondents.

Youtube under New Media has 2 or 4%, while Twitter and Instagram under New Media

and Flyers under Print media has the same frequency and percentage which is 1 or 2% of

the total number of respondents. Newspapers, magazines, and bochures under Print

Media and Radio under Broadcast Media has 0 frequency and percentage. We can see

that most of the respondents answer are from New Media than Broadcast and Print

Media. This signifies that most of the respondents would choose a form of media which

is more popular and frequently use in everyday life.

 CHAPTER V

CONCLUSION AND RECOMMENDATIONS

This chapter shows the summary of the whole research, the conclusion and the

recommendation of the researcher.

This research was conducted by the researcher to know what is the most effective

form of media on promotion towards brand awareness of customers?. To determine what

is the reason why it is considered to be the most effective media than the others? and to

know the reason why customer choose that certain form of media to be the most effective

media on promotion?. The researcher used descriptive method to identify the most

effective form of media on promotion towards brand awareness. The researcher used

survey questionnaire to fifty senior high school students who are randomly selected to

help the researcher determine the most effective form of media on promotion towards

brand awareness.

The questionnaire is consisted of two parts. First is the profile of the respondents

which are the name, age, gender, and grade & section. Second is the checklist form which

has two columns: the first column is the form of media under print media, broadcast

media and new media. The second part is where you can put the check mark beside

different media where you chose to be the most effective one.

CONCLUSION

In conclusion, customers have different perspective on the different forms of media,

some people still want newspapers, magazines, television, radios and other traditional

media to be their medium of promotion and brand awareness. But as our world become

more modernize, people may acquire what is trending nowadays like using facebook,
blogs and other new media. Most of the senior high school students choose Facebook and

other new media because they can easily access and it. Some explained that it is used in

everyday living which means that New Media nowadays has a big impact on customers

brand awareness because social media can reach different people on different countries in

just easier and faster way..

RECOMMENDATIONS

 Businessmen should promote their product through new media like Facebook,

Instagram, Twitter, Blogs and others so that customers can see it faster.
 Businessmen should consider New Media as a tool on promoting products so that

it may increase the brand awareness of customers and to also increase their sales.

 Businessmen should know how to attract more customers using new media so that

customers will increase.

 Businessmen should have a orientation about how can they improve their way of

promotion using new media.

 Businessmen should indicate all the benefits, features and price of a certain

product so that transactions through new media will become faster.

BIBLIOGRAPHY
Ilano, A.B (2016). Principles of Marketing. Manila Philippines: Rex Publishing

Delayco, M.L.c (2016). Learning to Succeed in Business with Marketing. Quezon City:

Phoenix Publishing House Inc.

WEBLIOGRAPHY

Van Doren, D.c (2010). Promotional Studies on the World Wide Web. Retrieved from

www.tandfonline.com/doi/abs/10.1080/135272600345534

Hautz, J (2013). The impact of user interaction in social media on brand awareness and

purchase intention. Retrieved from www.emeraldinsight.com/doi/abs/10.1108/JPBM-05-

2013-0299

Mangold, W.G & Faulds, D.J (2009). Social Media: The New Hybrid Element of

Promotion Mix. Retrieved from

https://www.sciencedirect.com/science/article/pii/S0007681309000329

Delzio, S. (2016). Paid Reasearch Reveals Paid Social Media Effectiveness. Retrieved

from https://www.socialmediaexaminer.com/new-research-reveals-paid-social-media-

effectiveness/

Queensland, B. (2016). Using Social Media to Market Your Business: The Basics.

Retrieved from https://www.business.qld.gov.au/running-business/marketing-

sales/marketing-promotion/online-marketing/social-media

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 APPENDICES

Survey Questionnaire for Senior High School Students

Respondents Profile:
Name (Optional): _________________________________________
Age: _________
Gender: ___
Grade & Section: __________________________

Direction: Please put a check mark () on the most effective form of media on

promotion towards brand awareness of customers. Choose only one (1).

Form of Media
A. New Media
Facebook
Twitter
Instagram
Youtube
B. Print Media
Newspapers
Magazine
Flyers
Brochures
C. Broadcast Media
Radio
Television
Why?