Consumer Awareness: is Social Media more potent than

Conventional mean of Advertising?

CHAPTER I

INTRODUCTION

Background of the Study

The internet is rapidly becoming and accepted communication medium for all types
and sizes of business. Individual internet users are rapidly moving from the upper
income/educational demographic to a more median level. Needs exist for clearer
understanding of the terminology developing around this medium, as well as for a system of
advertising effectiveness measurement as related to measuring traditional advertising
effectiveness.

The growth of the internet, and the incredible flow of information that the internet has
made possible, has transformed the way a business advertise their product. Today it is
difficult to surf the web without seeing online advertising, often in the form of visual display
ads on websites (including Pop Ups and Pop Downs) and textual ads on search sites. There is
little doubt that online advertising has taken business away from traditional modes of
advertising, such as newspaper, snail mail and radio.

People nowadays are being invaded or being influenced by technology, the Oldies,
Mother, Father and mostly teenager’s uses technology in everyday life. Businessmen and
Women are now using the internet in promoting their products especially Facebook. As a
whole, consumers no longer see at TV Commercial and think to their-selves,“That product
must be great as they say it, I’ll go buy it but instead consumers do their research. They head
online and seek out things like customer viewer and side by side comparison.

So the researchers want to know the level of awareness of the SHS student of Sta.
Rosa National High School consumers regarding the means of advertising whether it is
internet function or the older conventional means which consists of Flyers, TV Commercial,
Billboards and etc. Using Social Media or the most commonly used by people around the
 world which is the FACEBOOK some may say it is more efficient to promote a product
because of many users of it. A more easier with the buyers and the fastest way to make a
transaction but on the other hand some may say advertisement and product on the internet are
not legit. So, the researchers want also to identify the level of Social Media believers or the
older conventional means believer to SHS student of Sta. Rosa National High School.

Statement of the Problem

This study aimed to determine the level of consumer awareness of the SHS Student of
Sta. Rosa National High School whether Facebook is more potent than the older
conventional means of advertising.

Specifically, it sought to answer the following question:

1) What are the different means of advertising?

2) How many of the respondent prefer the older conventional means of advertising?
3) How many among the respondent are Social Media believer the in terms of advertising?
4) Is Social Media more potent than conventional mean of advertising?

Significance of the Study

The study was conducted to determine the level of consumer awareness of SHS
students of Sta. Rosa National High School whether Facebook is more potent than the older
conventional means of advertising.

The result of the study is beneficial to advertisers, other consumers, community and
for the future researchers that will be interested in this topic.

Advertisers. The study is beneficial to them because if ever they can read this they
will know what to use either it is social media like Facebook of the older conventional ways
to advertise which consist newspapers, TV commercials and etc.

Other Consumers. this study will be beneficial to the consumers because of the
reason that they will know what to believe either it is social media advertising or the older
conventional means of advertising.
 Community. Just like the consumers they can probably identify what they they buy
according to their purchasing intention that is influenced by the advertisements in social
media or older conventional means.

Future Researchers. This study will be beneficial to them because this can be a
references to them for easier work.

Scope and Delimitation of the Study

The main purpose of the study is to determine the level of awareness of SHS student
consumer whether Social Media is more potent than the conventional means of advertisings.

The research limited the study to 15 boys and 15 girls which will be equal to 30 SHS
student of Sta. Rosa National High School that enrolled in first semester of the school year
2019-2020. The study considers the respondents personal information such as name which is
optional, age, sex and section they belong. Each of them was given questionnaires to answer
and to avoid such bias the selected students as respondent came from different section of
SHS department.

Definition of Terms

Advertising – a means of communication with the users of a product or service.

Advertisements are messages paid for those who send them and are intended to inform or
influence people who receive them.

Conventional Advertising – is the main type of advertising that have been done in
the past. This includes newspapers, magazines, radio, TV and billboards.

Consumer Awareness-

Purchase Intention – is a situation where consumer tends to buy a certain product i

certain condition, It is usually is related to the behavior, perceptions and attitudes of
consumers on what to buy.
 Social Media Advertising-

Website – a group of World Wide Web pages usually containing hyperlinks to each
other and made available online by an individual, company, educational institution,
government, or organization.