St.

Joseph Academy of Valenzuela

1 San Felipe St., Karuhatan, Valenzuela

Traditional Advertising vs. Modern Advertising

Kurth Russell Mallo

Cherry Mae Damayo

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

CHAPTER 1: INTRODUCTION
A. Background of the study
Companies ordinarily use different methods of advertising. It plays a
major role in business. In today’s world, advertising is everywhere. It
helps every business to communicate their products to the consumers.
And also advertising helps them to take advantage to these competitors.
Advertising is considered as one of the marketing tools or marketing
tactics to promote the product or service. Due to the development of the
years, it forms a traditional and modern or digital advertising in the world
of business.

Traditional Advertising is a form of advertisement where it has been in

use for over the years and proved the success rate of it. Traditional
advertising considered as a golden era of advertising. It includes print
advertisement such as newspaper, magazines, flyers or pamphlets,
billboards, TV commercials, and radio.

Is traditional advertising is dead? No, isn’t. This method is still useful in

today’s world. In fact, the source about this method is more accurate. It
interact real source with real person in real time. And also traditional is
more trustworthy than other forms like digital or modern advertising.

Traditional advertising is always right there like spending about 3 to 4

hours of watching television, in that time many commercial
advertisements you already watched. Also when you’re driving, when
you stuck at the middle of the traffic, there are many big and designated
billboards that you have been encountered. This method is still relevant
and it will continue to use even if the internet already rise up.

So speaking about Internet, with the rise of it, the world of advertising
evolves. Modern advertising or Digital advertising came.

Modern advertising is a form of advertisement in which it uses digital

technologies, digital medium and Internet. Due to evolution, this method
widely use by most of the companies to introduce their product or service
through Social Media.
 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

Modern advertising made an impact in the world of business. It is easy to

promote the product or service in just one click. It also provides a large
audience. Modern ads are very easy to monitor and evaluate, it provides
a statistic on how far these advertisements reached on each day.

Social media is one of the main factors why most of the companies using
modern or digital advertising. In today’s society, most of the people have
a Facebook account. According to the statistics, there are over 68 million
users in Philippines. It’s easily to promote, in just one post millions of
users communicate to your product or service. Youtube is also impact
because before you can watch the video you choose, most of ads play
first.

Whether it is Traditional advertising or Modern advertising, every

companies aim is to introduce their product or service. You need to
convince the consumer on why they should need to buy this, what are
the benefits that will get if they buy it, what is the difference of their
product or service to their rival companies. It is important that companies
know when they will use the traditional ads and modern ads. And one
thing, they need to align the methods based on their target audience.

B. Statement of the problem

The purpose of this study is to answer these following questions:
1. Which is more effective advertising traditional advertising or
modern advertising?
2. Which is more frequently used advertising method in
companies?
3. How these two advertising methods can help companies?
4. How these two advertising methods affect customer behavior?
 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

C. Significance of the study

This study will beneficial to the following:
To the consumers, to know which advertising method could help them
on choosing products in accessible way.
To the producers, to know which advertising method could help them
to promote their products in the industry and which must be capable
method in attracting the consumers.
To the future researcher, to help them gathering information regarding
to the study.

D. Scope and Limitations

This study focuses on the effectiveness between the traditional
advertising and modern advertising. It focuses at age of 20 years old
and above with a proper knowledge about the particular topic and no
particular gender preference is needed. Seventy five respondents are
needed to answer the interview. This study will not cover other query
that are not consider as one of the advertising topic. The study would
be done through the utilization of questionnaire to the different
companies as a survey and reference. By their strategy the
researchers will be able to know which is more effective between
traditional advertising and modern advertising to the Valenzuelanos.
This study focuses at Valenzuela area only during the school year
2019-2020.