CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction
Advertising is a form of communication intended to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product
or service and how that product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand (Sindhya, 2013).
An advertising strategy can be defined as a blueprint to help sell a given product to consumers. There
are almost as many different advertising strategies are there are products to advertise, and each company
follows its own unique strategy plans. However, all forms of advertising strategy follow a few basic principles
(Vaux, n. d.).
Advertising appeals aim to influence the way consumers view themselves and how buying certain
products can prove to be beneficial to them. The message conveyed through advertising appeals, influences
the purchasing decisions of consumers. A key to social media is that the consumer-generated content and
consumer-fortified content can also influence image (Marland, 2008).
The power of advertising is underestimated. Advertising has the power to persuade, the power to
influence the mind and to shape destiny. It has the power to change markets and improve profit margins. The
great power of advertising is seldom achieved in practice, simply because organizations do not know how
effective there advertising really is. The companies that master the creative guidance that allows for advertising
to succeed consistently develop and deploy - great advertising will own the future and the fortunes that go with
it. Effective advertising is the key to success and the sustainable competitive advantage that all companies are
looking for (Neifield, 2010).
The researchers are motivated to study about advertising strategies to contribute some practices for
students at San Pascual Senior High School 2. This study would like to improve the advertising strategies they
utilize and prepare for their careers in the future. The researchers want to help them enhance their skills in
promoting business.
The expected outcome of the researchers would be a brochure that contains the advertising strategies
of the students and how they will be able to improve and possess these skills.

Statement of the Problem

The purpose of this study is to seek information about the advertising strategies of students enrolled at
San Pascual Senior High School 2.
1. What are the business advertising strategies done by studentsenrolled at San Pascual Senior High School
2?
2. What are the factors that affect the choice ofadvertising strategies of San Pascual Senior High School 2
students?
3. What challenges are encountered by San Pascual Senior High School 2 students in advertising
businesses?
4. What proposed material may be suggested in order to improve more the business advertising strategies of
San Pascual Senior High School 2 students?

Scope, Delimitation and Limitation of the Study

The study focused on determining the advertising strategies and the challenges encountered by
students at San Pascual Senior High School 2.
The descriptive research design was used with the students enrolled in San Pascual Senior High
School 2.
The research delimited other strategies in advertising business. It also indicates the varied advertising
techniques of students in San Pascual Senior High School 2.
 The study was limited to the result of the advertising strategies of senior high school students utilizing
the researchers constructed questionnaire. The results and findings of this study were controlled by the
constructs included in the questionnaire and interview. The conclusion was confined by the answers of senior
high school students.

Significance of the Study

The study on the advertising strategies is of importance predominantly at San Pascual Senior High
School 2, together with the investors, senior high school students, and future researchers.
To the business owners, the data gathered and constructed conclusions of the study may inspire them
to devise an alternative in advertising business. The output of this research may help them to facilitate
effectively different strategies in promoting business.
To the entrepreneurs, the output of this research will give themideas and knowledge to the different
business advertising strategies.
To the future researchers, the findings of this study may serve as reference for future researchers. This
study would give an immediate overview of the advertising strategies that students in San Pascual Senior High
School 2 used to promote their business effectively.

CHAPTER II
REVIEW OF LITERATURE

This chapter presents the summary of readings made by the researcher. The conceptual and
research literature provided a wider perspective on this particular study.

Conceptual Literature

Advertising
Advertising has become greatly popular and even common place in today’s world. According
to Trehan and Trehan (2011), market is controlled by consumers so companies have to persuade and
attract the consumers for selling their products and services.Advertising seems to be everywhere
people go; from surfing the net to taking a bus ride.
Advertising becomes increasingly popular as more and more individuals and companies turn to
it as a tool for getting their products or services known by consumers. There are basic features of
advertising; advertising create an awareness of consumers, it gives information and also it can
persuade consumers (Terkan, 2014).
Advertising gives information as said before and it is told that advertising educates consumers
on a product or service. It includes various creative strategies and tactics also but in advertising
nature it is trying to convince consumers to make a purchase (Terkan, 2014).
Consumers defined the products and services in their mind according to advertising of goods
and services. Quality should not be avoided from advertising. Consumers evaluate quality with
production skills and advertising skills equally. It is obvious that the attitudes and behavior of
consumers are highly affected from advertisement and advertising affect consumers buying
behaviour. Moreover, creative advertisings facilitate businesses to improve their market share
(Terkan, 2014).
Types of Advertising Strategies

Word-of-mouth advertising (WOM advertising), also called word of mouth marketing, is the process of
actively influencing and encouraging organic word of mouth discussion about a brand, organization, resource
or event(Mcmillen,2016).
According to Market Business News (n.d.), online advertising refers to using websites and other online
venues as an advertising medium. In online advertising, promotional messages appear online.
According to Linton (2019), print advertising is a widely used form of advertising. It is anything written in
the print media to grab the attention of the specific target audience comes under the purview of print
advertising.
Promotional advertising involves giving away samples of the product for free to the consumers
(Management Study Guide, n.d.).
Business-to-business advertising intended to communicate among businesses, as opposed
to consumer advertising. Business-to-business advertising is directed at business people (All Business, n.d.).
SMS Advertising is sending promotional campaigns or transactional messages for marketing purposes using text
messages (SMS). These messages are mostly meant to communicate time-sensitive offers, updates, and alerts to people
who have consented to receive these messages from your business (Cox, 2017).
According to MarketingWit.com (2018), emotional appeal is a type of red herring where the
advertisements are targeted to appeal mass emotionally. Such techniques are used to play with the emotions
of the viewers. These emotions can be anything from fear to sadness to excitement to happiness; they are
implicitly or explicitly drawn to get people to buy a product or follow a certain path.
Direct Advertising is a communication directly between business owners with customers by creating
content to which customers can respond. This strategy allows business owners to promote their product or
service directly to their target people (Campos, 2018).

Factors
There are factors affecting the choice of advertising media which are the nature of product, potential
market, the type of distribution strategy, advertising objectives, type of selling message, budget available,
competitive advertising, advertising costs and effectiveness of advertising (Sharma, n.d.).
Nature of product means the classification of the product and services considering it various attributes
like tangible or intangible to satisfy the needs and wants of the customer (Diwesh, 2014).
A potential market is the part of the market you can capture in the future. It includes all of the people
that are not buying from you today but could potentially become customers (Lake, 2018).
Distribution Strategy is a strategy or a plan to make a product or a service available to the target
customers through its supply chain. It designs the entire approach for availability of the offering starting taking
inputs from what the company communicated in campaigns to what target audience is to served(Spacey,
2016).
Advertising objectives give direction to a business for successful communication of messages and
campaigns. Objectives are used to craft messages, define target audiences, and measure results (Spacey,
2017).
Selling message is any type of media or communication that is designed to influence customers. It is
often used to generate demand, build brand awareness and sell (Spacey, 2017).
The budget available is an estimation of revenue and expenses over a specified future period of time
and is usually compiled and re-evaluated on a periodic basis. It is an internal tool used by management and is
often not required for reporting by external parties (Ganti, 2019).
Competitive advertising is a plan of a company to differentiate its product and service among other
similar products and services from other companies. By establishing a contrast for the consumer and trying to
influence the consumer's buying choice, this company hopes to obtain a larger market share. (Bianca, n.d.)
Advertising costs are expenses associated with promoting an industry, entity, brand, product, or
service. It covers ads in print media and online venues, broadcast time, radio time, and direct mail advertising
(Kenton, 2019).
Advertising effectiveness is the extent to which advertising generates the desired effect. Measuring the
effects of advertising is very important, given the amount of investments needed for advertising (Bonera,
2015).
According to Carmagnets.com (n.d.), the challenges in advertising are finding the right techniques,
audience, and platform to handle the limited budget effectively, crafting the right message and transforming it
into something that looks or sounds new, producing and delivering content takes a lot of time for the business
5
rising through the competitions and keeping up with the competitors and identifying the effectiveness of
advertising strategy.
Identifying the potential customers by describing their gender, their age, where they live, what their
household income is and how they benefit from using the product is challenge for businesses (Lorette, n.d.)
According to Ngwainmbi (2016), one of the challenge in advertising is there is no guarantee that all
potential reached customers would become qualifying buyers. Customer loyalty is not guarantee for a defined
period of time.

Research Literature

This section presents some studies about business promoting strategies which are gathered through
some readings in related studies which have an association to the present studies.
Eyup Akin K, Tulay Yeniceri and Meltem Metin Demirela (2012) examined the impact of new product
advertisement on consumer’s attitude towards brand and advertisement avoidance behavior of consumers.
The study revealed that the consumers evaluate an advertisements value on the above three dimensions and
it has an impact on consumer brand choice.
Hemant Bamoriya and Rajhendra Singh (2012), examined the influence of information seeking
behavior on attitude towards advertising using Pollay & Mittal Model. The study revealed that information
seeking behavior is higher among males. The variables Product Information, Hedonic, Social Image and Good
for Economy were positively associated with attitude of viewers. The study concluded that information seeking
behavior positively affects the attitudes of the viewers.
Hirschman and Craig (1997) in their study on the media proposed that consumer’s relationships to non-
advertising forms of mass media are an essential aspect of the perceived meanings they derive from
advertisements and on the basis of similar studies they state that consumers often process advertisements for
meaning rather than information and that advertisements can be experienced as aesthetic events just like
other media products. They also observe that media and advertising have a symbiotic relation in which media
enhance the effectiveness of some advertising by portraying certain product/brand assortments as more
desirable than others. To be effective, advertising should persuade the audience to interpret the advertising
message in the manner intended by the sponsor (Ramaswamy, 2002).
Definition of Terms
Advertising. According to Dominic (2013), advertising is a form of communicative activation. It can
be informative and persuasive in nature, utilizing the mass or new media to persuade the consumers
to purchase goods and services. In this study, the term will be used as the activity or profession of
producing advertisements for commercial products or services.
Advertisement. According to Tyagi and Kumar (2004), advertisement is the act of advertising which
stands for giving public notice or to announcing publicly as a dictionary meaning. In this study, the
term will be used as a person or thing regarded as a means of recommending something.
Advertising cost. According to Trehan&Trehan (2011), advertising cost have total message that take
of time and space on the media. In this study, the term will be used as a category in financial
accounting that covers expenses associated with promoting an industry, entity, brand, product, or
service.
Advertising strategy. According to Business Dictionary (n. d.) it is generally tailored to a target
audience perceived to be most likely out of the population to purchase the product. In this study, the
term will be used as a plan to reach and persuade a customer to buy a product or a service.

Conceptual Framework

Input Process Output

Gathering data
through the
following:
-Indirect or
Advertising Questionnaire Brochure
Strategies Method
-Descriptive
Survey

Figure 1. Conceptual Framework of the proposed study of advertising strategies of students at San Pascual
Senior High School 2.

The paradigm of the study shows the relation between the Input, Process and the Output of the study.
The Input of this research is to determine the advertising strategies of students of San Pascual Senior High
School 2.
On the other hand, the process is the instrument used by the researchers to gather more information
through the use of questionnaire method. The first part of the questionnaire is the advertising strategies used
by students in promoting their business. The second part of the questionnaire are the factors that affect the
students’ choice of advertising strategies. And the last part is the challenges met by students in advertising
their business.
The output of this research is a brochure that contains information regarding the effective advertising
strategies that students can perform in promoting business. It also contains the factors and challenges that
students may encounter.
CHAPTER III
Methodology
This chapter deals with the methods and procedures that were applied in the study. The researchers’
outline, the research design, subject of the study, data gathering instrument, data gathering procedure and the
statistical treatment of the data are part of this study.
Research Design
In order to satisfy the objectives of the study, a quantitative research was held. Quantitative research, is
defined as the systematic investigation of phenomena by gathering quantifiable data and performing statistical,
mathematical or computational techniques (Surendran, n.d.).
This study made use of descriptive research design that will be appropriate for this study. This shows
that there is no variable to be controlled in the study and no two variables correlated with one another. The
method was used to gather the needed information and data in improving the advertising strategies of students
at San Pascual Senior High School2.According to Good and Scates (2007), descriptive research purports to be
present facts concerning the nature and status of anything.

Subject of the Study

The respondents of the study are twenty (20) selected students at San Pascual Senior High School 2
with business. The proponents will use purposive sampling. According to Arikanto (2010), purposive sampling
is the process of selecting sample by taking subject that is not based on the level or era, but it is taken based
on the specific purpose.
Data Gathering Instrument
In order to acquire the needed data for this research, the researchers created a questionnaire which is
used as the main data gathering instrument. Survey questionnaire is chosen as a research instrument because
the researchers could reach and solicit information from more respondent than any other method, the
questionnaire ensure a wider coverage of respondents in the shortest possible time. The researchers trust that
this picked instrument would help them to obtain the required information to reinforce their survey.
Construction of questionnaire. The questionnaires consisted of two types of questions; the status of
advertising strategies of students at San Pascual Senior High School 2 and questions that will be answered by
students at San Pascual Senior High School 2 based on how advertising strategies related to their life.
Validation of the questionnaire. The questionnaire that had been made by the researcher for the
study was validated by the instructor of San Pascual Senior High School 2. All suggestions and comments
were accepted by the researchers and the researchers immediately change the correction of the study.
Administration of the questionnaire. After the questionnaire was already validated, the questionnaire
was distributed by the researchers personally to the respondents of the study: students of San Pascual Senior
High School 2. After the respondents completed the questionnaire, the researchers assured that all gathered
answers will be confidential and participant privacy will be maintained.
Scoring of the Responses. The data will be interpreted in terms of criteria based on the following scale:

Option Scale Verbal Interpretation

4 3.50 – 4.00 Strongly

3 2.50 – 3.49 Frequently
2 1.50 – 2.49 Slightly
1 1.00 – 1.49 Not Observed
Data Gathering Procedures
The researchers prepared request to the teachers and principal asking permission to conduct their
study. The researcher conducted the questionnaire and personally distributed it to the respondents. The aim of
their study was thoroughly explained to the respondents. After the retrieval of the filled- up questionnaires,
scoring and tallying of the students’ responses were undergone by the researchers themselves as well as their
adviser.
Statistical Treatment of Data
The data obtained from the respondents were tallied, tabulated and interpreted using the following
descriptive statistics.

Frequency. This measured the normal data. It also determined the number of repeated occurrences of a
particular response of the student’s respondents.

Percentage. This was employed to determine of the frequency count. This was utilized in treating the profile of
the respondents.

Weighted Mean. It refers to the arithmetic average of the overall response of the respondents.

Composite Mean. It refers to the average of all the response.

CHAPTER IV
Presentation, Analysis and Interpretation of Data
In this chapter, the result and discussion of data from the quantitative methods are presented.

Business Advertising Strategies Tally Percentage

Online Advertising 12 60%

Print Advertising 4 20%

Direct Advertising 8 40%
Word of Mouth Advertising 5 25%
Business-to-Business Advertising 3 15%
SMS Advertising 8 40%
Emotional Appeal 7 35%
Promotional Advertising 5 25%
Table 1. Business Promoting Strategies Used by Students at San Pascual Senior High School

Based on Table 1, the most commonly used advertising strategies are the online advertising
with twelve (12) users out of twenty (20) respondents and direct advertising and SMS advertising with
eight (8) users out of twenty (20) respondents.

Also shown in the table are the two least used business advertising strategies which are the
business-to-business advertising with 20% print advertising with 30% users among the respondents

According to Anusha (2016), online advertising has become the fastest, and one of the most
effective advertising mediums in history. Today, it is one of the essentials of a successful business, a
media platform that allows interaction with customers in the most creative and interesting ways.
 In the study of Saleh (n. d.), 88% of consumers placed the highest level of trust in word-of-
mouth recommendations of from people they know. 82% of marketers use word of mouth marketing
to increase their brand awareness, but 43% expect WOMM to improve their direct sales.
According to (McMahon, 2018), more businesses are now turning to SMS as their desired
choice of mobile marketing. Coca-Cola now spends 70% of their mobile marketing budget on SMS
services. Sending SMS online has become particularly effective for reaching younger audiences. A
study conducted by OneReach found that 85% of students preferred SMS as a customer service
option, high rates amongst these younger audiences suggests that the effectiveness of SMS
marketing is likely to continue to grow.
According to Dontigney (2018), businesses selling to other businesses face a much smaller
buying pool than businesses selling to consumers. The total number of prospective buyers may top
out in the low thousands, rather than the potential millions of customers for consumer products.
These limited numbers make every lead and every existing customer more valuable and the loss of a
single, large customer can devastate the bottom line.
According to Locsin (2018), print advertising can only reach its audience when it is distributed
through an infrastructure that requires vehicles and people, which costs money.

Table 2. Factors Affecting the Choice of Advertising Strategies.

Factors Affecting the Choice of Scale Range Verbal Interpretation

Advertising Strategies
1. Nature of the Product 3.45 Frequently Observed
2. Potential Market 3.5 Strongly Observed
3. Type of Distribution Strategy 2.6 Frequently Observed
4. Advertising Objectives 2.75 Frequently Observed
5. Type of Selling Message 2.3 Slightly Observed
6. Available Budget 3.25 Frequently Observed

7. Advertising Cost 3.15 Frequently Observed

8. Competitive Advertising 3.7 Strongly Observed
9. Advertising Effectiveness 3.4 Frequently Observed
10. Nature of Customer 3.4 Frequently Observed
Composite Mean 3.25 Frequently Observed

Based on Table 2, the two main factors that affect the students’ choice of advertising strategy are the
competitive advertising, with a weighted mean of 3.7 and a verbal interpretation of strongly observed, followed
by the potential market with a mean of 3.5 and a verbal interpretation of strongly observed, and the nature of
the product with a mean of 3.45 and a verbal interpretation of frequently observed.

It is also shown in the table that the two factors that least affect the students’ choice of advertising
strategy are the type of selling message with a mean of 2.3 and a verbal interpretation of slightly observed, and
the type of distribution strategy with a mean of 2.6 and a verbal interpretation of frequently observed.
Table 3.Challenges Met by Students in Advertising Business.

Challenges in Advertising Business Scale Range Verbal Interpretation

1. Finding the right techniques and 3.55 Strongly Observed

platform to handle the limited budget
effectively.

2. No guarantee that all potential 3.3 Frequently Observed

reached customers would become
qualified buyers.

3. Crafting the right messages and 2.55 Frequently Observed

transforming it into something that
looks or sounds new.

4. Young business owners might not 3.35 Frequently Observed

have steady income yet and will have
trouble paying bills and other
expenses. This can cause stress and
self-doubt with their business.

5. Producing and delivering content 2.45 Slightly Observed

takes a lot of time for the business.

6. Rising through the competitions 3.5 Strongly Observed

and keeping up with the competitors.

7. Identifying the effectiveness of 3.4 Frequently Observed

advertising strategy.

8. Identify the potential customer by 2.95 Frequently Observed

describing their gender, their age,
where they live, what their household
income is and how they benefit from
using the product.

Composite Mean 3.13 Frequently Observed

Overall, the challenges met by students in advertising business have a composite mean of 3.13 with a
verbal interpretation of frequently observed. This means that students face difficulties in choosing and applying
advertising business.

Specifically, based on Table 3, the biggest challenge faced by students in advertising business is
choosing the right techniques and platform to handle the limited budget effectively with a weighted mean of
3.55 and a verbal interpretation of strongly observed. It is followed by rising through the competitions and
keeping up with the competitors with a weighted mean of 3.5 and a verbal interpretation of frequently
observed. The third highest challenge of the students is identifying the effectiveness of advertising strategy
with a mean of 3.4 and a verbal interpretation of frequently observed.
It is also shown in the table that the least difficult challenges faced by students in advertising business
are producing and delivering content takes a lot of time for the business with a mean of 2.45 and a verbal
interpretation of slightly observed, and crafting the right messages and transforming it into something that looks
or sounds new with a mean of 2.55 and a verbal interpretation of frequently observed.
CHAPTER V
SUMMARY, FINDINGS AND RECOMMENDATION
This chapter presents the summary of the research finding of the study are discussed and interpreted. The
significance of this research in the immediate context of the advertising strategies of students at San Pascual
Senior High School 2.Recommendation for further research and the chapter.
SUMMARY
The research paper begins in the purpose of the interview researchers to know the advertising strategies
students at San Pascual Senior High School 2. The researchers find out the strategies that the students are
using in advertising their business. Through
quantitative research, the researchers choose survey questionnaire in gathering data and information to end
this research. The respondents of this survey are twenty (20) students of San Pascual Senior High School 2.
The researchers also summary the gathered data and the average of each item and make a comparison and
contrast of it. The researchers get the needed information in the answers of the respondents. And most of all
the researchers reach their purpose in this study. Data from the survey were gathered through purposive
sampling technique.

FINDINGS
1. Among the twenty (20) students of San Pascual Senior High School 2, ___ of the students use Online
Advertising in promoting their businesses. Also ___ the students use Word of Mouth Advertising and
______________________________. Based from the data gathered, it showed that the students find
____________________ effective in promoting their businesses.
2. Results showed that out of twenty (20) students of San Pascual Senior High School 2, most of the answer
for the factors that affect the choice of advertising strategies of students
______________________________________________
3. Based on the answers of the twenty (20) students, majority of the answer for the challenges met in
advertising strategies _________________________________________________________________
CONCLUSION

Based on the outcomes of the study, the following conclusions were established:
1. Online Advertising, Word of Mouth Advertising, and SMS Advertising are the most effective
advertising strategies for students in promoting their businesses.
2. The researchers conclude that the competitive advertising, potential market and nature of the
product, greatly affects the students’ choice of advertising strategy.
3. The researchers conclude that the most student respondents are choosing the right techniques,
platform to handle the limited budget effectively, and is identifying the effectiveness of advertising strategy.

RECOMMENDATION
1. The researchers recommend that put more efforts in advertising your business in order you to achieve its
effectiveness. Make plans, so you will be able to have a basis in performing your strategy.
2. The researchers would like to recommend the students to be wise in choosing advertising strategy. They
should have a checklist that contains the advertising strategies that they can perform in promoting their
business. It will help them to see what advertising strategy is effective to their businesses.
3.The researchers would also like to recommend the future researchers to investigate other factors that can
affect the choice of advertising strategy of the students and also the challenges that can be faced in advertising
a business.