CHAPTER 1 tapping into the e-learning or blended
learning market.
THE PROBLEM AND ITS
BACKGROUND
Introduction
The Education Industry of the
Philippines has grown significantly within
the past few decades due to the changes with
the Philippine Educational Model. The
restructuring of the country’s educational
system added several programs and
initiatives by the government with the
objective of improving the quality of
education provided in the Philippines. This
change has been the foundation of k-12,
higher education, and e-learning. This change
in the educational system had its
corresponding effects on the country’s
economy which grew from 2008-2013. The
implementation of the K-12 education system
has been the catalyst of the upgraded
Philippine basic education program with the
college level education market as the second
largest contributor to the Philippine
education industry (“Philippines Education
Industry Outlook”, 2014). While there has
been a marginal decline in the higher
education market which was caused by the
tuition fee increases for public and private
educational, the industry is expected to grow
in the next five years. E-Learning in the
Philippines is continuously growing in
popularity among schools which
encompasses online training and learning, e-
content development, and software
development, and is expected to continuously
grow in the following years.
In order to capitalize on this projected
market growth, AMA Computer College is
compelled to improve and innovate its
marketing strategies in order to remain
competitive with key players in the market
such as De La Salle University Manila and
University of the Philippines who are also
Statement of the Problem
The researcher seeks to determine the
effectiveness of the different advertising
media of AMA Computer College. This
study sought to answer the following:
1. What is the advertising media utilized
by the college is most prevalent:
1.1 Online Advertisements,
1.2 Television
Advertisements,
1.3 Out-of-Home
Advertisements, and
1.4 Face to Face
Marketing/Advertising?
2. What is the extent of the impact of
the advertising media in the
perception of students in terms of:
2.1 Awareness,
2.2 Interest,
2.3 Desire, and
2.4 Action?
3. Is there a significant difference on the
impact of the advertising media of
AMA Computer College towards
students in terms of the variables
presented on SOP1 and SOP2?
4. What are the issues and concerns
encountered by the students with the
present advertising media of AMA?
5. What advertisement strategy for
AMA Computer College may be
formulated based on the results of the
study?
Objective of the Study
In this study, the advertising
component of the marketing structure of
AMA Computer College will be analyzed in
order to recognize its effectiveness in today’s
highly diverse market. The prominent
advertising modes utilized by the institution
will be studied in order to identify their
unique strengths and weaknesses in relevance
to each other which will then further related
to its impact toward the awareness, interest,
desire, and action of the consumers targeted.
Additionally, the researcher will identify the
issues and concerns encountered by the
respondents with the current advertising
media of the college. With the information
gathered in this study, an online
advertisement strategy for AMA Caloocan
will be formulized.
Significance of the Study
With universities and colleges being
in a highly competitive market, educational
institutions constantly fabricate innovative
promotion strategies and new educational
programs in order to attract potential
enrollees. It is crucial for AMA Computer
College to have an effective advertising
strategy in order to properly communicate its
marketing message to their audience. This
study aims to serve as a reference point in
measuring the effectiveness of the different
advertising media of the college, and will be
beneficial to institutions and individuals such
as:
AMA Computer College and other
Educational Institutions. This study aims to
serve as a basis for improving the capabilities
of not only AMA Computer College, but also
other Educational institutions in terms of
maximizing the effectiveness of their
advertising media.
Students. This study aims to inform the
students who are the primary recipient of the
advertising media released by educational
institutions. The insights in this study will
help them be more critical and evaluative
when discerning advertisements.
Professionals. This study can be used by
advertising professionals as a reference when
creating advertising media that will be
applied in a different industry but similar
target demographics. Additionally, it could
also aid in understanding the effectiveness of
the different advertising media that will be
discussed in this study with today’s market.
Scope and Delimitation
The effectiveness of the different
advertising media of AMA Computer
College will be discussed in this study. The
analysis that will be conducted will be limited
on the advertising activities affecting and are
conducted by AMA Computer College
Caloocan Branch. The study will utilize data
gathered only from currently enrolled
students of AMA Computer College
Caloocan Branch. In terms of the advertising
media that will be analyzed in terms of its
effectiveness, the study will only encompass
online, print, television, and face to face
advertisements. To support the findings in
this study, the researcher will conduct a
survey and will limit the number of
respondents to fifty (50) in order to measure
the effectiveness of the advertising media of
AMA Computer College Caloocan Branch.
Hypothesis
Ho: There is no significant difference on the
impact of the advertisements of AMA
Computer College towards students in terms
of the variables in SOP1 and SOP2.
Conceptual Framework
Advertising Media Utilized by the
College
- Online Advertisements
- Television Advertisements
- Out-of-Home Advertisements
- Face-to-Face Marketing/Advertising
Impact of the advertising media in
the perception of students'
- Awareness
- Interest
- Desire
- Action
Issues and concerns encountered by
the students with the present
advertising media of AMACC
Proposed advertising strategy for
AMACC
Figure 1
The Research Process
Theoretical Framework
This marketing research will utilize a
survey for the respondents through
questionnaires where the answered surveys
are based on the interpretation of the
respondents on their perspectives and
experiences on the several advertisements of
AMA Computer College. Through the
gathered data, the marketing strategy that is
utilized by the institution will be determined
and how each type of advertisement affects
and impacts the respondents in terms of:
awareness, interest, desire, and action.
The information gathered from the
questionnaires answered by the respondents
will provide the data needed for further
insight regarding how the different
advertising methods of AMA Computer
College and its capabilities and how they
intend to capture their target markets.
Subsequent to this, the different
marketing strategies will be identified and the
advertising activities will be pinpointed
regarding which are most effective and
efficient when pertaining to the market of
students. Through the gathered data, the
researcher will be able to develop a
marketing strategy that can be used by AMA
Computer College in order for them to have
an effective advertising program and further
understand the market segment of students.
Review of Related Literature and Studies
Advertising to Students
As stated in a study conducted by
Meadows (2017), students today who belong
in the generation of millennials and gen-z are
tech-savvy and in tune with advertising
methods and activity. This is challenging for
advertisers to send a marketing message to
students today who have grown to be
skeptical when it comes to marketing and
advertisements. Despite this, numerous
strategies in marketing are available for
advertisers in order to saturate this market. It
is viable to reach this demographic. It has
been proven that specific strategies work best
when advertising to students; Out-Of-Home
Advertising is one of the most effective
method of advertising. Means such as
billboards, posters, flyers can be found
around the city. There are plenty of canvasses
that a company can project its sales message,
capturing the attention of students during
their time travelling from one place to
another, is the first step to attracting them to
the company’s products and services. Current
trends in this mode of advertising are motion
detection to interactivity and advertisements
that change depending on the time and
weather. Another mean which has proved to
be effective is Social Media Advertising.
Social media is the most popular and
strongest media platform in advertising today
with 330 million active Twitter users per
month and over 2 billion monthly users of
Facebook. A large portion of these users are
students and when this mode of advertising is
used effectively, they will absorb a great deal
of daily information from these platforms.
Using paid promotions on social media is an
effective way of reaching large numbers of
people, while targeting potential clients for
the company according to the specified target
market. Eye catching advertisements find
most success when advertising in a newsfeed
or timeline of a social media platform. An
example of which is Twitter where
promotions are created in such a way where
users seldom notice them as advertisements,
but as regular tweets, which means the
advertisements blend into the feed. Lastly,
Branding is crucial particularly when it
comes to advertising to young people. From
the typography of the campaigns to the logo
and slogan, it all matters when promoting to
design-conscious and tech-savvy students.
Many students care about the way a brand
looks and this has a huge bearing on whether
or not they give their time and attention in the
first place. Aside from aesthetics, a
company’s ethos is also a mean to secure the
custom of the younger generations. It has
long been proven that businesses that have an
exceptional track record in social
responsibility, those who believe in
supporting a certain activity or movement
that aims to improve society as a whole
The demographic of students is
becoming increasingly popular with every
passing year, particularly as those who are
part of the lucrative Millennial and
Generation Z demographic, according to
Inman (2019). The world’s two billion
Millennials are now coming of age, with the
youngest members of this demographic now
entering adulthood and contributing to the
world’s most powerful consumer group.
Students represent an increasingly lucrative
target for advertisers. However, effectively
defining and engaging this demographic
poses many challenges. One of these is the
fundamental way in which the student
demographic is defined. University students
are generally perceived to be between 18 and
21, and this often informs the type of
messaging, imagery, and narratives that are
used to target them. While it is true that
majority of university students fit into this
age de bracket, the statistics show that more
than 40% are 21 or older. It is concurred that
this includes mature students and those who
study part-time alongside their career. Of
these, 50% of students are aged between 30
to 50, creating a more diverse and mature age
range that demands an entirely difficult
marketing approach. In targeting the
student’s demographic, modern brands face
considerable issues in terms of trust. With
consumers claiming that they trust
established brands to deliver what they
promote in any given scenario and in the case
of millennials, they tend to trust
recommendations from friends and family
more than claims by a specific brand. This is
partly due to the fact that Millennials
typically prioritize experiences over material
goods and wealth, while it also hits at a
growing cynicism when it comes to brands.
Advertisers face a greater challenge online
when targeting students, due to the fact that
despite that the demographic is thought to be
amongst the most tech-savvy of all time,
younger students are becoming increasingly
skeptical of online advertising, with around
57% claiming that they would never click
through a banner advert. Not only this, but
Millennials are also investing heavily in ad-
blocking software across their devices. With
these challenges in mind, Inman (2019)
stated that it is possible to effectively target
students with specific ad campaigns namely:
Outdoor Advertising or as labeled by
Meadows (2017) Out-Of-Home Advertising.
This medium is particularly effective when
targeting students, especially in relation to
some of the challenges discussed. In the
subject of cynicism, Nielsen (2019) showed
that more than 56% of all consumers
inherently trust Out-Of-Home (OOH) as an
advertising channel. This is due to the non-
intrusive nature of billboards and the fact that
they meld seamlessly into the natural
environment. There is also evidence that
OOH advertising promotes greater trust as
compared to online and social media
channels. This enables marketers to better
impact the saturation of these mediums, as
they leverage outdoor ads to build trust and
awareness before driving targeted online
advertisements.
Businesses can also engage students
by providing concise and simple discounts
that deliver obvious financial savings. From
a practical perspective, this opens up the
brand to students with minimal financial
resources, while it is also an excellent way of
boosting sales volumes and driving effective
word of mouth marketing. There is also a link
between outdoor advertising and effective
word of mouth advertising, with channels
such as billboards increasingly engaging and
capable of presenting striking messaging.
Businesses could look into target students by
investing in strategically placed billboards
that promote a considered and clearly-
defined discount for students. This offer
should strike the ideal balance between
incentivizing students and protecting the
business’s overall profit margins in order to
avoid driving a successful promotional
campaign that increases sales but ultimately
loses revenue. Similarly, a concise and active
tense should be used to promote the offer and
create a sense of urgency, where by the same
time implying that the offer is available for a
limited time only. News of the offer can also
spread across the demographic, meaning that
the message is able to build brand awareness
even amongst those who have not seen the
adverts.
According to Bacon (2017), if
companies are able to tap into the market of
students, they could potentially create a
lifelong relationship with them as customers
with the use of the appropriate marketing
strategies. Students are going through a
pivotal moment in their lives. This is an
opportunity for a brand but to do this it is
important to avoid patronizing students.
Instead, providing useful information is key.
Students as consumers are knowledgeable in
terms of the products and services that they
want due to the technology available to them,
which equips them to having informed
purchasing decisions. It is important for a
business to conduct preliminary research
about the market when planning outdoor
advertising campaigns to attract students.
According to the study, most students are part
of mainstream culture. People belonging in
this generation prioritize good value and
decent quality. This means that businesses
can offer value and a basic standard of quality
since they are in a position to attract trade,
particularly from new students.
Online Advertisements
As stated by Plummer (2016), online
advertising is defined as a marketing strategy
that involves the use of the internet as a
medium to obtain website traffic and target
and deliver marketing messages to the right
customers. Online advertising is geared
toward defining markets through unique and
useful applications. A major advantage of
online advertising is the ability to showcase
information about a product regardless of
limitations in location. The new trend in this
type of advertising is interactive advertising.
It has rapidly evolved since the first ever
banner ad in 1994. Advertisers no longer rely
on these type of advertisements but instead
create interactive adverts in multiple formats
and target people who actually need the
products or services of the business. There
are numerous strategies in modern online
advertising which have different capabilities;
Paid Search Advertising where advertisers
pay search engines to advertise their content
for relevant keywords. Another mode
advertisers use is Paid Social Advertising,
this is where advertisers are able to optimize
their campaigns and choose the objective of
their ad campaigns; the type of ad they
promote, and the targeting of their ads.
Prominent platforms in this mode are
Facebook, LimkedIn, Instagram, and Twitter.
A company’s impact online is
stressed in a research by Richards (2016),
where it is presented that brands looking to
target the students demographic, connecting
with them through associating the business
with personal milestones and times in a
student’s life. Numerous brands have used
this strategy where they align their products
and services with defining moments in a
student’s life; getting into college, moving
out, graduation, and internships. There are
several points throughout the college
experience where brands can connect with
students in memorable ways. Meaningful
moments extend throughout the college
experience including signing a lease for the
first time and a student’s first college
relationship. Traditional adverts are not
necessarily the ideal way to reach this
demographic. According to the study, which
has analyzed similar data over the past few
years, students are less likely to notice TV,
magazine or radio ads than they were years
ago. In terms of authenticity and social
responsibility used to capture the attention
of consumers, majority of students said that
they are more responsive to brands that give
back to the community, while they also feel
that brands they buy from need to focus on
responsible business practices.
Television Advertisements
According to a study by Bluemner
(2016) on the media consumption habits, it
has been found that television advertisements
are still a relevant medium today despite the
success of internet advertisements. The
advantage of television advertising is that
advertisers are able to showcase their product
or service towards an enormous audience. It
allows advertisers inform their target market
about the uses and benefits of their product or
service. This type of advertising has been
favored by large retailers since it has been
created. Innovations in this industry such as
cable television caused the costs of
production to lower and increase the
opportunity to reach a wider array of markets
attracting medium and small enterprises to
utilize this form of advertising. The author
also stated that in order to create an effective
television ad, it is necessary to have a good
script that highlights a strong offer. Ads must
also be effectively produced, and its often
better to enlist the services of an advertising
agency, which can help a business create an
entire campaign. The advantages of
Television Advertisements are: Compared to
newspapers and radio advertisements,
television adverts are able to reach a larger
audience. This mean of advertising enables
the advertisers to utilize sounds and visuals to
send their message. Among other means of
advertising, TV provides the greatest
credibility for advertisers due to its capability
to associate the business to a celebrity or
personality. However, advertising a business
on TV has some disadvantages: the most
prominent of which is the cost to create these
type of advertisements. Costs include paying
for air time, producing the ad, hiring actors,
editors, staff and directors. Most television
stations structure their pricing to make it
more attractive for advertisers to purchase
advertising in bundles due to the need to run
the ad a number of times. Another
disadvantage is how difficult it is to make
changes in the ad itself. It could also be
problematic to effectively target the core
audience with television advertising,
although there are a few practices that can
help.
Out-Of-Home Advertisements
According to one study conducted by
Glenday (2018), brands which allocated
15% or more of their marketing budget to
outdoor advertising also witnessed a
significant increase in social media
engagement. Of these brands, 48% used
OOH channels to drive brand awareness
amongst customers, while 24% published
billboards to optimize sales conversions and
increase turnover. It could be further
assumed from this that students are typically
cynical of online advertising and paid
messages published through social media,
the use of OOH media can help brands to
build trust with this demographic before
directing them to trusted online channels and
web pages. It is also important to note that
students spend a significant amount of their
time on the move either off or on campus, so
they are more susceptible to outdoor ads
than other demographics. The opportunity is
significant for brands that develop relevant
and targeted messages that can engage
students of different types and ages.
The claims are further supported by
Giles (2017), where it is stated in the study
that despite Online Advertising being the
ideal mean to reach the demographic of
students due to the availability of gadgets
such as smartphones and tablets, the results
show that students tend to ignore
advertisements in these platforms where
57% of college students stated that they do
not click website advertisements. Moreover,
students have shown to be very active and
are enjoying the freedom to go to new places
in order to explore, which makes them more
exposed to out-of-home advertisements such
as billboards, posters, and street panels.
Face to face Marketing/Advertisements
It is stated in a research by Aimia
(2017) stresses the importance of offering a
viable value proposition to students,
particularly to those who are younger and
increasingly cost-savvy. Businesses could
encourage students to engage directly with
the brand by providing tangible rewards or
free samples in exchange the promotion of
products through social media channels. It
has been found that 44% of millennials are
willing to promote products and services
through social media in exchange for
rewards, providing them with free samples
for review is also part of the business model
that underpins the fast-growing influencer
marketing industry. This strategy is not only
cost effective but also enables businesses to
target a huge student audience by using
trusted influencers that can communicate
messaging directly to their peers.
Face to Face Marketing of F2F in
today’s digital age is further expounded in the
study of Renner (2017) where it is stated that
technology could never replace personal
communication. Despite the changes in
virtual marketing with the rise of social
media, it could not fully replace the value of
face-to-face marketing. Face-to-face
Marketing (F2F) has been defined as the
process of utilizing person to person
communication to market a business to
potential customers. This type of marketing
is often associated with field marketing. It
builds a positive brand image through client
meetings, events, expositions, sales events,
and event attendance. F2F marketing
capitalizes on visibility and trust. The study
shows the prevalence of F2F marketing in the
modern era where it has been found that 62%
of marketing specialists state that it is the best
method to increase the positive relationship
with prospective clients. This form of
advertising had a 40% rate of success in
attracting new customers through F2F
meetings, and 28% of current business would
be lost without F2F meetings. To sustain
millennial loyalty to their brands, companies
must engage millennials individually and in
small groups through direct, two-way
communications. Select strategies has been
identified in order to stand out in this
discipline of marketing: Putting focus on
feelings. It is concurred that purchasing
decisions are often swayed by emotions. It is
stated in the study that eight emotions occur
to shoppers when making a purchasing
decision: shopping for information, shopping
by opinions, shopping for the best, shopping
as a hobby, shopping as a chore, decision
anxiety, special expectation, and buy and be
done shopping. Nearly 20% of those
surveyed stated that they belong to “Needs
Validation” state. The solution to this is face-
to-face marketing, it would serve as a
confident voice of reason and reassurance is
the ultimate validator. Marketers should also
focus on soft selling due to it being more
conductive to building a long and lasting
relationship with consumers. This strategy
emphasizes the importance of consumers
rather than the product by making consumers
feel valued by the brand through adjusting to
their needs and wants. Another strategy
posed is building a strong brand image
towards consumers, this image provides an
image that implies the company looking
bigger and well structured, which in turn
encourages loyalty and trust from customers,
provides stability and shows the commitment
of the company. A major contributor to brand
loyalty is the concept of “self-congruity”
defined as the parallel between consumer
self-concept and brand personality that
consumers feel or experience in the course of
forming a consumer-brand relationship.
One of the most highly valued
resources of a company, business, or
organization is communication. Numerous
channels of communication have been
incorporated by different businesses as a
mean to efficiently and effectively often includes their transportation costs and
communicate among themselves and to allowances, the rent on the space or facility
customers. This resource is invaluable that will be used for the event, the materials
especially when it comes to facilitating and food that will be provided to the
operations and assuring corporate efficiency. attendees, and the overhead costs.
Advantages for this type of marketing are: It Additionally, Face-to-Face Marketing’s
allows reading of body language. F2F effectiveness decreases as the number of the
marketing enables the business to efficiently attendees in the event increases. This directly
convey information from the speaker to the affects the ability of the speaker to
listener. This method of marketing allows the communicate with each of the persons
audience to hear the information about the attending on a personal level. The attention of
product or service and also allows the speaker the audience swerves from the speaker and
to emanate his or her body language to the the topic especially in situations where a
audience which helps build trust. These single speaker talks for hours.
aspects improve the communication between
the two parties without missing the message
by building trust and transparency. F2F is
especially effective in building
understanding and trust between the two
parties. The importance of this type of
communication in the business setting is
emphasized in circumstances where
negotiations and deals are made. This type of
communication shows commitment by the
business to its customers. In a face to face
meeting, it is vital to create an environment
where both parties would feel equal while
disregarding any differences in power and
classes. Face-to-Face marketing allows the
mutual discussions and conclusions
regarding the products and services offered.
In terms of using this method to students, it
allows the attendants to collaborate together
in productive discussions and debates. This
increases the occurrences of deducting
findings. However, it has shown that Face-
to-Face marketing also has its disadvantages.
One of which is setting the date and time for
the meeting. F2F marketing is difficult to
organize in scenarios where finding an
appropriate time where the audience and the
speakers are available, it has been said that
this type of marketing is logistically
extensive. Another is the cost of facilitating
an event, these costs include the payment to
the speakers that will attend in the event and
 CHAPTER 2
METHODOLOGY
In this chapter, the method of research
and the procedures that will be used to the
respondents of the study will be presented.
Additionally, the statistical methods and
instruments will be stated in this chapter.
This will aid the researchers in interpreting
the data gathered, and formulate an accurate
conclusion for this study.
Research Design
A Descriptive method of research will
be utilized in this study as it seeks to
determine if the advertising means of AMA
Computer College gives an appropriate
impact to the perspective of millennials.
Furthermore, the study is quantitative in
nature in order to arrive at an accurate and
complete conclusion. This method is used in
order to accurately identify the behaviors of
the consumers in the environment. This will
provide the researchers an accurate
representation of the data needed at the time
of the research.
Population, Sample Size, and Sampling
Technique
The population of the college students
of AMA Computer College Caloocan Branch
is estimated to be at around six hundred
students and the specified sample size is at
fifty respondents. The sampling technique
used in this study is Purposive Sampling. A
purposive sample is a non-probability sample
that is selected based on the traits and
characteristics of a population and the
objective of the study. Purposive sampling is
utilized in situations where the researcher
aims to immediately reach a sample, and
where sampling for proportionality is not the
main concern.
Description of Respondents
The respondents of the study are the
students who have encountered the
advertisements of AMA Computer College.
A total of fifty (50) respondents will be given
the survey, all of which must be qualified to
the set criteria. The criteria for the
respondents are that (1) the respondent must
be a currently enrolled student of AMA
Computer College, Caloocan City branch. (2)
the respondent must be classified as a
freshman or is currently on his or her first
year in the institution, and (3) the respondent
must be willing to participate in the survey.
The number of respondents was determined
and set by the researchers considering it
would suffice given the size of the population
and the time constraint experienced.
Data Gathering Procedure
In this study, the researchers will be
utilizing surveys in order to collect data from
their respondents. Surveys are relatively
inexpensive compared to other data
collecting methods especially with the
availability of online and mobile surveys. In
addition to this, respondents are able to
provide more candid and valid answers due
to the anonymity that surveys provide. This
encourages respondents to become more
honest and open as possible with their
answers. The survey for this study is
comprised with multiple choice questions
and Likert scales. The survey aims to provide
the researchers a better understanding on the
impact of the advertisements of AMA
Computer College through analyzing the
participants’ choices and evaluations of
various factors in the topic. Survey
Questionnaires make it possible to reach a
large number of people with significantly less
effort and resources compared to other data
gathering means. Large amounts of
information can be gathered from a large
number of people in a short period of time
and in a relatively cost effective way.
Statistical Treatment of Data Mea Symb
n Verbal ol
The following statistical tools were used to Scale
Rang Interpretation
analyze the data gathered in this study.
e
1. Frequency and Percentage 3.51- High HI
4
A percentage frequency distribution of data 4.00 Impact
where the percentages of observation that 2.51- Moder MI
exist for each data points are specified. It is a 3
3.50 ate Impact
useful method of expressing the relative
1.51- Low LI
frequency of survey responses. This is used 2
2.50 Impact
in determining the demographic profile of the
respondents where it showed the relationship 1.00- No NI
1
of the part to its whole. The researchers used 1.50 Impact
this to transform the proportion to a percent
by multiplying by 100. The formula is:
3. Ranking
𝐹
𝑃 = 𝑥100 Ordinal Ranking will be used to determine
𝑁
and rank the perception of the respondent
Where:
regarding the advertisements in terms of
P = Computed Percentage awareness, interest, desire, and action.
F = Frequency Response Likewise, the degree of impact of different
forms advertising namely: Online
N = Total Number of Respondents
Advertisements, Television Advertisements,
2. Mean Out-of-Home Advertisements, and Face-to-
The mean is computed to identify the central Face Marketing or Advertising, will also be
tendency of the respondents’’ answers. The ranked in order to identify which type of
mean for the different advertising methods advertisements are most appealing for
used will be computed after gathering the students.
numerical data that will be compared against 4. ANOVA
each other in order to draw a comparative
generalization. The formula is Analysis of Variants (ANOVA) is a
∑𝑥 statistical test which analyzes variance. It is
𝑥̅ = helpful in comaring two or more means
𝑁 which enables a researcher to draw various
Where: results and predictions about the test of
difference on two or more sets of data. Like
𝑥̅ = Sample Mean measuring the degree of different forms of
∑ = Symbol of Summation advertising namely: Online Advertisements,
𝑥1 = Scale Rate Television Advertisements, Out-of-Home
N = Total Number of Respondents Advertisements, and Face-to-Face
Advertisements, will be ranked in order to
The computed means is interpret identify which type of advertisements are
using the Likert scale as follows: most popular for students. The formula is:
MST
𝐹=
MSE
 Where;
F = Anova Coefficient.
MST = Mean sum of squares due to
treatment.
MSE = Mean sum of squares due to
error.
Formula to get the MST:
𝑆𝑆𝑇
MST =
𝑃−1
𝑆𝑆𝑇 = ∑ 𝑛 (𝑥 + 𝑥̅ )2
Where:
SST = Sum of square due to
treatment.
P = Total number of populations.
N = Total number of samples in a
population.
Formula to get MSE:
𝑆𝑆𝐸
𝑀𝑆𝐸 =
𝑁−𝑝

𝑆𝑆𝐸 = ∑(𝑁 − 1)𝑆 2

Where:
SSE = Sum of Squares due to error.
S = Standard deviation of the
samples.
N = Total number of observations.

Decision Criteria
If the computed P value
>computed value; the null Ho will be
rejected, but if the computed P value
is < computed value the null Ho will
be accepted.