CHAPTER 1

THE PROBLEM AND ITS SETTING

INTRODUCTION
Marketing is satisfying the customers through identifying their needs
and wants at a profit. Today, it plays a vital role to the success of the company
as it is one of the most commonly used business tools by marketing and
marketers. It has four division i.e. product, price, place and promotion that
constitute the core of a companys marketing system. If effectively mixed,
these four can make a company be on top of the ladder. One important
element of marketing is advertising (Andersen, 2004). Advertising is a
component of promotional mix which is used for communication purposes to
create awareness in the mind of potential consumers about the product and
services a company offers for taking purchase decisions. It has leading impact
on viewers mind, as its exposure is much more (Katke, 2007).
Lee and Johnson (2005) state that advertising is a paid, non-personal
communication about an organization and its products or services that is
transmitted to a target audience through mass media such as television,
radio, newspapers, magazines, direct mail, outdoor displays, or mass-transit
vehicles (p.3). It is at the front of delivering the proper message and
spreading awareness to customers and prospective customers. Peter and
Olson (2007) posited that advertising is intended to influence consumers
affect and cognition their evaluations, feelings, knowledge meanings,
beliefs, attitudes and images concerning products and brands. It is to
persuade the customers that a companys products or services are the best

by establishing a good rapport to the customers. Moreover, it also enhances

the image of the company, point out and create a need for products or
services, reinforces the salespeoples messages, draw new customers and to
keep existing ones. In simplest terms, advertising is a means of apprising and
communicating essential information to a target audience with an intent to
persuade them to purchase the products or services. For these purposes,
advertisements sometimes embed their persuasive message with factual
information. Today, with the technological advancement there are now many
media available to deliver these messages, including traditional media such
as television, radio, cinema, magazines, newspapers, billboards, mails and
Internet marketing.
The media is the most powerful entity on earth. They have the power to
make the innocent. They control the minds of the masses (Little, 1963). Its
supremacy is so massive that it influences peoples choice, behavior and
beliefs. There are forms of advertising which are mainly connected through
the use of media; they are print (newspapers, magazines, and brochures),
broadcast (TV, movies), oral (radio), and online (Gentry, 2010). Companies
have taken this big advantage to communicate to a mass audience and
influence them to take some action towards the goods or services they offer.
Undoubtedly, of all media, television is still the king the most pervasive and
power tool for reaching consumers.
Television is one of the media tools and primary means by which
information and entertainment are delivered to the public in virtually every
nation around the world. It is an integral and vital media today (Browne,
2008). Rossiter and Percy (2004) stated that television is an effective and

popular advertising mass medium and because it is a passive medium, it suits

advertisements which play with feelings and image. Hence, most companies
create an interesting and attention grabber television adverts to create a
brand image to its target markets. Another advantage that television has is
that the advertiser decides what and when something is being broadcasted on
television. On the other hand, creating an effective and powerful TV adverts is
not as easy as counting from one to three. It takes a lot of time, effort and
money. Designing the television commercial with the correct combination of
elements to give the message a strong chance of grabbing the attention and
getting the message across, is crucial to achieve the desired impact on the
consumers (Brassington & Pettitt, 2000).
As a matter of fact, advertising spending has increased dramatically in
recent years. In 2006, spending on advertising has been estimated $385
billion worldwide and is estimated to exceed $500 billion by 2010. Just this
year, TV accounts for the biggest share of ad spend in 2015 (as of January
2015), with 42% of spend or nearly &79 billion (Lunden, 2015).
Television is generally acknowledged to have the longest reach of all
the media today, with audience access estimated at 96 percent of all Filipinos
nationwide (Teodoro, 2007). It is the fastest way in passing information about
the product to consumers. According to Nielsen online survey (as cited in
Rappler, 2013) television remains the main source of product information for
Filipino respondents for items, such as cosmetic/skin care, food and
beverage, personal care, health care, household product, and home
appliance. In a short span of time advertisers should captivate the attention of
the viewers. In todays complex environment the key to successfully and

immediately catch the attention of the viewers in a short span of time is to

understand and know what the audience want to see.
In Calbayog just like any other places, people love to watch television
on their free time whether to kill time or to just rest hence, they are exposed to
TV commercials in which they become more aware and informed about new
products and brands which also influences their purchasing decision. The
researchers feel the need to study the promotional TV advertisement
preference of the Calbayognons and in doing so, the researchers hope to help
the advertising agencies and advertisers produce an advertisement that will
catch the attention of the audience specifically in the locale of Calbayog.

Theoretical Framework
Television being the king of all media has the power to connect and
reach to a massive audience. Many companies advertised their products
through television (as primary choice of media). TV adverts evolved from a
simple presentation of product to creative and costly commercials. Hence,
many marketers have studied the composition of an effective TV advert;
theyve proposed typologies to dissect the structure and elements of a TV
adverts to measure its effectiveness. However, its the typology of Shimp
(1976) that is considered the most comprehensive and reliable typology of
execution structure as stated on his article.
The typology appears in Table 1. In the table you can gleam that there
are eleven substantive categories contained within the framework of four
general methods of commercial presentation. Specifically, categories one
through four are individual-oriented methods of presentation which focuses on

an individual who is endorsing, acting as spokesman, or consuming the

advertised

product.

Each

category

of

individual-oriented

method

of

presentation represents a slight variation of the same fundamental structure.

Similarly, categories five through seven are varieties of the story-oriented
structure. On this structure, the focus of the advertisement is on the story of
how the commercial sales message is presented. Three categories were
developed on this structure namely: Video Drama (Off-Camera Sales
Message), Video Drama (Sales Message by Performers) and Narration.
Product-oriented commercial presentation gives emphasis on the presentation
of the product to highlight its benefits and features that will entice the
audience to take an action. These include categories eight and nine;
demonstration and product display and/or performers, respectively. Today,
where everyone is in a hurry getting the attention of the people is very much
hard. To overcome this dilemma advertisers always sought to standout by
using unusual techniques. The categories ten and eleven which is under the
technique-oriented structure uses special techniques as the main emphasis of
the advertisement. It employs imaginary characters and plot. Although there
were many variety of special techniques used in advertising, only two
techniques has sufficient frequency to warrant separate categories and these
are: Fantasy and analogy.
To discern the TV advertisement preference of the Calbayognons the
researchers should look at how the advertisement is being presented, so to
speak the execution structure and element of TV ad. And although the
typology was made to investigate the effectiveness of TV advertisement, we,

the researchers, well use the typology as the starting point to identifying the
TV ad preference of the respondents.
Table 1: A Typology of Commercial Execution Structure

Individual-Oriented
1.
2.
3.
4.

Celebrity Endorser(s)
Personality (ies)
Spokesman(en)
Typical Person Endorser(s)

Story-Oriented
5. Video Drama (off,-camera Sales Message)
6. Video Drama (Sales Message by Performers)
7. Narration
Product-Oriented
8. Demonstration
9. Product Display and/or Performance
Technique-Oriented
10. Fantasy
11. Analogy

Conceptual Framework
This section of the paper presents the direction of the study and the
explanation between the relationships of different variables involved in the
study. The graphical framework illustrates the flow; input-process-output of the
research.
It demonstrates the profile of the respondents as inputs. On the other
side, the process aims find out the factors affecting TV advertisement
preference of the respondents. After the data has been analyzed and
interpreted some recommendations will be made as to the making of better
future TV ads . In which, we, the researchers, will develop a proposal

containing what execution structure and element shall be used in the

presentation of TV ads to capture audience.
Figure 2. Conceptual Framework: Promotional TV Ad Preference of the
Calbayognons

Factors Affecting TV
Advertisement Preference of the
Respondents in terms of the
following:
Profile of the
respondents in
terms of:
Age;
Gender;
Civil Status;
and
Educational
Attainment

Recommendation
of a Better Future
TV Advertisement

Execution Elements

Music and Jingle

Voice-Over
Humour
Slogan
Storyline
Dialogues

Proposed TV
Advertisement
Presentation

Execution Structure

Individual-Oriented
Structures
Story-Oriented Structures
Product-Oriented Structures
Statement of the Problem
Technique-Oriented
This study aims to find out the
TV advertisement preference of the
Structures
Calbayognons.
Feedback
Specifically, it sought to answer the following questions:
1. What is the profile of the respondents in terms of:
1.1. Age;
1.2. Gender;
1.3. Civil Status; and
1.4. Educational Attainment?
2. What are the factors affecting TV Advertisement preference of the
respondents in terms of the following:
2.1. Execution Elements
2.1.1. Music and Jingle;
2.1.2. Voice-Over;
2.1.3. Humour;
2.1.4. Slogan;
2.1.5. Storyline;

2.1.6. Dialogues; and

2.1.7. Cultural Appeal?
2.2. Execution Structure:
2.2.1. Individual-Oriented Structure
2.2.1.1. Celebrity Endorser(s);
2.2.1.2. Typical Person Endorser(s);
2.2.1.3. Spokesman(en);

2.2.1.4. Personality(ies)
2.2.2. Story-Oriented Structure
2.2.2.1. Video Drama (off,-camera Sales Message);
2.2.2.2. Video Drama (Sales message be performers);
2.2.2.3. Narration;
2.2.3. Product-Oriented Structure
2.2.3.1. Demonstration;
2.2.3.2. Product Display and/or Performance;
2.2.4. Technique-Oriented Structure
2.2.4.1. Fantasy; and
2.2.4.2. Analogy?
3. Is there a significant difference between the preference of students and
faculty on the different TV advertisement execution structure?
4. Based on the results, what possible recommendations can be drawn
towards the making of a better TV advertisement?
5. What proposed TV advertisement presentation shall be developed?
Null Hypothesis
On the basis of the concept presented, the hypothesis was formulated
HO1

There is no significant difference between the preference of

students and faculty on the different TV advertisement execution structure.

Significance of the Study

It is necessary to know the importance of research work for its

significance lies in the essence of its subject matter. The researchers, in the
main, tries to investigate the promotional TV ad preference of the
Calbayognons.
The result of this study will benefit the following:
Local Entrepreneurs. This study will provide an information which
could help in conceptualizing future TV advertisement that would get the
attention of the viewers.
Advertising Agencies. This study will give the different advertising
agencies an insight as to what TV advertisement structure and elements
would very much appeal to the Calbayognons.
Future Researchers. The study would help the future researchers to
conduct researches along this line of study.

Scope and Limitation of the Study

This research does not set out to measure the many dependent
measure considered to be parts of advertising effectiveness. Instead, this
research will focus on the TV advertisement itself. Additionally, this research
differs from others as the researchers will only investigate the promotional TV
ad preference of the Calbayognons, make recommendations and proposal
based on the results. However, this does not prove and measure the
effectiveness of the TV advertisement.

The study focused on just the academic institutions (secondary and

tertiary) within the city proper area which represent the private and public

10

sectors of education. These academic institutions are: La Milagrosa Academy,

Christ the King College and Northwest Samar State University.

Definition of Terms
The researchers intend to include some definition of terms so that this
opus would be more understood by those students, readers and researchers
who might come across this study and have a research pertinent to their
topics. The researchers intend to cull the meaning of the terms in order to
understand and move toward with the possible overview on the subject
matter. It is defined accordingly to its appearance in this research.

Analogy. The advertised product is compared to a thing which is

unrelated to the product.

Audience. People who watch or are expose to the TV advertisements.
Celebrity Endorser. A celebrity (athlete and actors) presenting his/her

knowledge, liking and experience of the product.

Demonstration. Visually presents and demonstrates the products

benefit and features.

Execution. How the TV advertisement is being presented.
Fantasy. TV adverts which uses imaginary and unnatural element

animated characters, talking animals and etc.

Individual-Oriented Structure. The ad focuses on the individual rather

than its story.

Jingle. It is a very short melody that presents and describes the

product with or without slogan.

Music. Song thats used in the TV ad as background music.
Narration. The story of the TV ad was narrated off cam by a narrator

who discusses and tells something about the product.

Personality. An individual (not necessarily a celebrity whos not verbally
endorsing the product.

11

Preference. Special likeness the respondent has to a certain execution

element and structure.

Product Display and/or Performance. The advertised product is
presented or was only displayed in an advertisement (e.g. car in a

showroom) but not tantamount to demonstration.

Product-Oriented Structures. Give emphasis on the presentation of the

product rather to its performers/actors.

Spokesman. An individual who announces the sales message but does

not provide testimonial of the product.

Slogan. A short, memorable groups of words used by companies they

wishes to be remembered by.

Storyline. The story or the plot of the TV advertisements.
Story-Oriented Structure. The focus/emphasis of the advert is on its

story or plot.
Technique-Oriented Structure. Emphasis is on special effects of the TV

advert.
Typical

knowledge, liking and experience of the product.

Typology. The classification of the different execution elements or

structure of TV advertisement.
Video Drama (Off-Camera Sales Message). This TV advertisement

Endorser. A non-celebrity

individual

presenting

his/her

portrays a drama, life, or character on video by means of action and

dialogue. However, the primary sales message was performed by an

off-camera announcer.
Video Drama (Sales Message by Performers). Also portrays drama on
camera. On this category, unlike the Off-Camera Sales Message where
the sales message is delivered by an off-camera announcer, here the
performers of the drama are also the one who delivers the primary

sales message on camera.

Voice-Over. A narrative or commentary pre-recorded by an individual or
voice actor who does not appear on the TV advert.

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CHAPTER 2
Related Literature and Studies
This chapter presents a detailed literature and studies conducted
previously so that the researchers will get the best possibilities to better
understand the subject. The goal of this chapter is to provide deeper
knowledge within the area of the study. It is also important for the researchers
to be familiar with earlier produced studies on the area, this so that this can
get to its highest potential.

Related Literature
There are many factors and areas that should be considered in
advertising. It involves a great deal of innovative ideas, effort and money as
each element included in TV advertisement should be just as good as the
other. According to Keller (2005), studies on advertising content revolve on
two major elements: execution and strategy. The strategy element is
concerned with what is said, while execution is concerned with how the
message is said. On the other hand, researchers on execution element focus
on the message appeal and effectiveness of TV advertisement.

13

Laroche and Teng (2006) argued that cultural values are the core of an
advertising message. For example, cultural values and norms that are
embedded in advertising appeals enhance the effectiveness of persuasive
communication. They further claimed that when cultural values match
peoples tradition, audience are able to find commonalities between
themselves and the advertisement.

Some of the TV ads presented is through cognitive and emotional

appeal, according to De Pelsmacker, Geuens and Van Den Bergh (2005),
cognitive appeal means the descriptive aspects of product features. Example
of a cognitive appeal are solving a problem, dramatizing, or comparison.
While the emotional appeal means more psychological benefits that stimulate
emotions, moods, or feelings. Humor, fear, warmth and music are often used
within the emotional appeal. It is important to note that the typology of
execution structure has the cognitive and emotional appeal. On this study, the
researchers will also know whether the respondents preference of TV ad is
more of a cognitive or emotional appeal.
Escalas and Bettman (2005) said that consumers form associations
between reference groups and the brands they use and transfer this meaning
from brand to self and one of the most reliable form of reference group is
celebrity endorsers. Moreover, reference groups among consumers are
viewed as being critical source of brand meanings as it helps them to evaluate
their belief about the world particularly with other who share the same beliefs
or are similar on relevant dimensions. Indeed as companies are signing deals

14

with celebrities in the hope that by using celebrities they can accomplish a
unique and relevant position in the minds of the consumers.
It is suggested that television can be used to demonstrate the product
in action, or to use color and sound to build an atmosphere around the
product (Fahy and Jobber, 2006). The focus for this research will be television
advertisements as there are many elements of television that could aid the
presentation of the message such as song, color, sight and motion. Moreover,
Latif and Abideen (2011) stated that all medium influence audiences, but
television is one of the strongest medium of advertising and due to its mass
reach; it can influence not only the individuals attitude, behavior, life style,
exposure and in the long run, even the culture of the country. For a more
effective TV advertisement the researchers will investigate the locals
preference in terms of different execution elements and structure of TV
advertisement.
McQuarrie and Phillips (2005) have researched the effectiveness of
indirect claims in TV ads and argued that indirect claims elicit beliefs for which
no explicit statements have been made; instead, consumers are invited to
construct multilayered meanings that are not actually given. As opposed to
direct claims, which are straightforward, indirect claims made in narrative
commercials, do not show attributes a brand possesses or the benefits it
delivers. This is another factor that affects the preference of the viewers on TV
ads as direct claims may perceived as aggressive and indirect as placid.
Moreover, television commercials cause direct advantages for the
advertiser: (1) television generates sales (2) television generates profit (3)
television generates traffic (SPOT, 2008). Making a great TV advertisement

15

that will capture the attention of viewers is not easy. Especially now, given the
costs involve, companies are even more adamant in learning whether their
advertisement works as planned.

Related Studies
In the study conducted by Yoon and Choi (2005) they have found out
that sports participation, sports preference and lifestyle were found to affect
advertisement preference. People with active lifestyles were more interested
in sports advertisements than people with non-active lifestyles. This shows
that when your degree of participation towards sport is high your preference in
such advertisement is directly correlational. However, on this study the
researchers will not look into the lifestyle of the respondents but will only
investigate their preference regardless of the product and their lifestyle. The
focus is on the structure of the TV advertisement whether the respondents
would prefer TV ad which focuses on individual, story and etc.
Kim-Shyan and Waller (2006) identified specific likeable themes for
three Asian cities: Shanghai; a funny/amusing/humorous theme and nice
music, Jakarta; having an interesting theme and setting is important,
Bangkok; a theme showing a slice of life is liked in Thailand. Music and humor
is a very used execution element in TV advertising as it is said to elicit positive
feeling. While the showing a slice of life on the TV ad stimulates feeling of
familiarity and cultural appeal. On that note, the researchers included the
music and humor as part of the execution element in the TV ad.
Lui, Huang, and Minghua (2007) stated that a successful and popular
endorser has the capability to increase consumers purchase intentions and

16

preference towards brands either directly or indirectly. The rampant practice of

celebrity endorsement in marketing program is not an accident. The celebrity
endorsers had created a persona of their own and already created a fan base
who will support them, so companies utilize the celebrities as endorser of the
product anticipating that they will also get his/her fan base and attract more
consumers. Moreover, Seno and Lukas (2007) found that as compared to the
other genre of endorsers such as the company manager, typical consumer
and the professional expert, by far the celebrities are the most effective.
Furthermore, Nelson and Paek (2007) argued that language is
important as it can convey values or it can confuse meaning. Hence, the
language used in the dialogues of the characters on the TV ads should be
concise in delivering the desired message to audience. The dialogue is one of
the frequently used execution element in the TV ads as it can generate
positive or negative feedback that may affect the image of the brand.
Kotwal, Gupt, and Devi (2008) found that most of the adolescent girls
in Kashmir, India wanted to buy the new brand introduced in the market after
seeing its television advertisement. The girls also said that the TV
advertisement helped them to make better choices during shopping. This just
shows that TV advertisements really has an influence to its viewers. So if
advertisers can get the attention of the televiewers by knowing their preferred
TV advertisement theres a big chance that they can influence them into
buying their products and eventually lead to greater sale.

CHAPTER 3

17

METHODOLOGY
This chapter illustrates and explains the various methods and
techniques in completing the study. It involves the blueprint for the collection,
measurement and analysis of data. This section covers the overall scheme,
plan or structure conceived to aid the researchers in data collection. Therefore
in this section the researchers will identify the procedures and techniques that
were used in the collection, processing and analysis of data. Specifically the
following subsections are included; research design, time and locale of the
study, respondents of the study, sampling procedure, instrumentation,
validation of the instrument, data gathering procedure and statistical
treatment.

Research Design
This study employed the descriptive research design with the
technique of survey method meant to depict the respondents preference of
TV advertisement. A descriptive study is concerned with finding out the what,
where and how of a certain phenomenon.

Time and Locale of the Study

In conducting a research it is important to know the place where the
study will be conducted. It should be carefully chosen so as to achieve the
desired objectives.

The study was conducted solely for the secondary and tertiary students
and faculty of different schools in the Calbayog City proper area namely:

18

Christ the King College (secondary and tertiary level), La Milagrosa Academy
and Northwest Samar State University. Basically, this study focuses to
different questions affecting their preference of TV advertisement. The study
will be conducted during the School Year 2015-2016.
Figure 3. Map of the Calbayog City Proper Area (showing the
secondary and tertiary; public and private academic institutions)

Respondents of the Study

The following criteria was set in choosing the respondents to achieve
the desired and reliable result: a) the respondents should have an access to

19

television; b) it should be convenient as theres a limited time frame in

conducting this study. Hence we, the researchers, have chosen the secondary
and tertiary students and faculty of Christ the King College (both secondary
and tertiary level), La Milagrosa Academy and Northwest Samar State
University as respondents.
In getting the total number of respondents the researchers use the
Slovins formula as suggested by the statistician. It has the confidence level of
95 percent which gives the margin error of 0.05. Below is the formula:
N
n=
1+ N e2
After obtaining the total population of each school and using the
Slovins formula, we the researchers, arrived at 1316 students as our
respondents and 132 faculty members as our respondents.

Sampling Procedure
In this study the researchers uses the Slovins formula in getting the
total no. of respondents, simple random sampling technique in the selection of
the students, and universal sampling in the selection of the faculty members.
The random selection guarantees that each individual has a probability to be
selected as respondents. The researchers choose this method as it is
deemed to be fair, unbiased and easy to carry out.

Instrumentation
In order to find out the TV advertisement preference of the
Calbayognons, the researchers use survey questionnaires as instrument in
data gathering. The survey instrument of this study has three parts. The first

20

part is the personal profile of the respondents. The second part is the
checklist comprising the different factors affecting TV advertisement
preferences of the respondents. Finally, the third part of the questionnaire
presents recommendations for better future TV ads.

Validation of the Instrument

Before the actual data gathering, the researchers will conduct pretest
with a smaller sample in a school not selected for the study. This is to test the
reliability and validity of the research instrument in gathering the needed data
for the study.

Data Gathering Procedure

In order to have access to the chosen Secondary and Tertiary schools
the researchers will secure a letter asking permission to conduct research
survey. The researchers decided to have division of labor in data gathering in
order to finish the survey immediately. One researcher will conduct the survey
in La Milagrosa Academy, two researchers in Christ the King College and
another two researchers in Northwest Samar State University.

Statistical Treatment