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An Undergraduate Research Proposal Presented to The Faculty of the College of Business and Management Surigao del Sur State University Tandag, Surigao del Sur
As a Requirement for the Degree Bachelor of Science in Business Administration Major in Financial Management
October 2012
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Radio stations today generally run their advertising in clusters or sets, scattered throughout the broadcasting hour. Studies show that the first or second commercial to air during a commercial break has higher recall than those airing later in the set. Most radio stations and advertising agencies subscribe to this paid service, because ratings are keys in the broadcast industry. Ad agencies generally purchase radio ad based on a target demographic. For example, their client may want to reach men between 18 and 49 years old. The ratings enable advertisers to select a specific segment of the listening audience and purchase airtime accordingly. Ratings are also referred to as numbers in the business.
Advertising is a form of communication used to encourage or persuade the listeners, sometimes a specific group of people, to continue or take some new action. The purpose of advertising may also be to measure attitudes that a company is viable or successful.
Radio is an ideal media for marketing fast moving consumer goods because it can reach wide targeted listener demographics in urban habitat. A large number of people listen to radio while commuting in urban areas and responding to the broadcast of various commercial messages. This study aims at analyzing the impact of radio
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Radio commercials hold a marginal share among the main media categories, for example newspaper and television. However, it is still regarded as an important and useful medium in marketing and advertising in large cities and metropolitans. The broadcast of commercials on radio needs real feel orientation and voice is the single major determinant that draws the attention of listeners. Programs on sales and market news are the principal preferences of urban commuters for large metro radio stations (Parker, 1993). The majority of short and informative advertisements for consumer products in an urban setting use radio advertising with communication appeal related to the efficacy of products and psychosocial enhancement of consumers at retail outlets. Promotional efforts by manufacturing and retailing companies appear to focus on positive emotional appeal to influence consumers through radio advertisements (Yusuff and Yusuf, 2009).
Radio advertising is one of the tools of advertising which is effectively used for communication and positioning. It is one of the foundations for effective and successful advertising. Radio can be used effectively for advertisement since it can target the large
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
FM radio is a new entity altogether and has to deal with new market dynamics. Media owners dealing with new markets will virtually have to draw up their strategies as they go along, create programming that is new, innovative and grab away eyeballs from TV sets and make them tune into their radio sets. It is a whole new challenge and competition is never far away. Ad revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. The other challenge for radio in attracting advertisers is the nature of the medium-radio. It has always been considered as being a reminder medium. The involvement of listeners to radio is low, vis a vis television or print media. Theoretical Framework The radio commercials in the test reels consist of several different spot lengths, ranging from 15 to 60 seconds. The longest commercial played on the radio just for 120 seconds. Those however are rare. In theory, one could assume that the longer a spot, the better it will be remembered or at least, the greater the chance that it will be heard. Research on television commercials proved that this theory holds true for the medium television: a doubling or tripling in spot seconds results in duplication in recall. The spots for advertisement can be for 10 sec, 20 sec, 30 sec and 60 sec. In general,
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
The schematic diagram shows and explains the continuous flow of the study. The input, process and output are presented by three geometric boxes. The input box represents the effects of radio advertising to the respondent in terms of sales and popularity. As illustrated in the second box, the process presents the satisfaction of the advertisers in terms of services, and the problems encountered by indulging radio advertisement in terms of costs and customers loyalty.
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Problems encountered of indulging radio advertisement in terms of: Cost Customers loyalty
Figure1.Schematic diagram Figure 1 shows the schematic diagram which explains the sequential flow of the study to be conducted.
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
This study intends to evaluate the effectiveness of radio advertising as a marketing tool.
1. What are the effects of radio advertising to the respondents in terms of: 1.1 Sales 1.2 Popularity 2. What are the problems encountered in indulging radio advertisement in terms of: 2.1 cost 2.2 customers loyalty 3. Are the respondents satisfied with services of the radio stations? 4. What recommendations may be proposed as an output of the study?
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
provocativeness, intelligence, entertainment, or revealing product or consumer insights. One thing worth nothing is that a memorable ad in and of itself is not enough. The consumer must remember the product or brand. There are plenty of ads that are memorable, but consumers dont remember who or what they were advertising. Advertising cannot be great if people dont remember the brand or the product (Moriarty, Mitchell and Wells, 2009). Back in the 1890s, advertising was thought of as news about products and services. Advertising often gives consumers news: news about the new car models, news of the grand opening of a supermarket or bank, or news about a clearance of summer furniture at a department store. But advertising is more than just news, and a famous advertising writer, John E. Kennedy, revolutionized the advertising business in 1904 when he unveiled his own definition. Advertising, he said, is salesmanship in
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
An ad with a song separates the ordinary from the extraordinary, the boring from the likable. A radio ad without a song is like a girl on a seniors prom that nobody wants to ask for a dance, says a well-known Pinoy radio jingle-maker. Is your brand becoming a boring household item? Do people ignore it because youre out-of-tune with marketing strategies? Do you want to make it come alive and have a personality of its own? Dont just say it. Sing it. A good jingle can bring your business to life. It can resuscitate a brand thats on the brink of fading into oblivion. A radio ad with a catchy melody can attract a broader audience and rejuvenate a boring product.
In the long run, advertising on radio will give you pay back time and prove its worth. As other media milk your advertising budgets quarterly for new campaigns and executions, radios durability over the months churns in recall and awareness ratings for
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Synthesis The contexts above are the related literatures from different country that contributed ideas and learning to the study which show similarities in the effects of radio advertisements. The literature and studies provide the background information that are important to the better understanding of the study. It enriched the basic concepts of this research, and has guided the researchers in conceptualizing of this paper. The various studies also help the researchers to gain insights, concepts and ideas on the importance of radio advertising to a certain business.
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
This chapter presents the research design, research locale, respondents, research instrument, data gathering procedure and statistical treatment. Research Design This study will utilize the descriptive method of research. This method includes distribution of questionnaire and conducting interviews. This method is appropriate because it describes accurately an existing phenomenon. Data will be gathered through the use of questionnaire and conducting interviews by the researchers within the City of Tandag. The descriptive method was used to determine the effect and the possible recommendation. According to (Castillo, 2002) descriptive method is a research design wherein events are recorded, described, interpreted, analyzed and compared. Its objective is to describe systematically situation, condition, or area of interest factually and accurately. Research Locale Real transformation was finally afforded to Tandag via Republic Act 2786, an act that created Surigaodel Sur and whose salient measure made Tandag the capital and seat of the provincial government of Surigao del Sur.
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Table 1 Distribution of Respondents by Stations Radio Station 97.5 Sure FM 101.1 Planet Energy 89.3 Real Radio TOTAL Number of Advertiser 18 36 17 71
The Table I shows, the distribution of respondents by stations. First column presents the radio stations in Tandag City; second column, are the total number of advertisers in the said city. Research Instrumentation The researchers used descriptive method to determine the effects of radio advertising as a marketing tool in Tandag City.
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
1 Very Ineffective
2 Ineffective
3 Effective
4 Very Effective
POPULARITY-----------------------------------4 SALES---------------------------------------------4 3 2 1 3 2 1
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
51% - 60% 61% - 70% 71% - 80% 81% - 90% 91% - 99%
Is there a difference between the previous two years before the radio advertisement and the first year of indulging the radio advertisement? Yes No
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
How much it will cost per month for your advertising? P 100 P 500 P 501- P 1,000 P 1,001 -P 2,000 P 2,001 P 3, 000 P 3,001 P 4,000 P 4,001P 5,000 P 5,001 P 6,000 P 6,001P 7,000 P 7,001P 8,000 P 8,001P 9,000 P 9,001P 10,000 More than P10, 000
Instruction: Rank the problems encountered in terms of customers loyalty. Mis Information Poor Production of Commercial Fragmented Audiences
Are you satisfied with the services of the Radio Stations? Yes No Thank you!
Republic of the Philippines SURIGAO DEL SUR STATE UNIVERSITY Tandag City, Main Campus
Sir: The undersigned fourth year financial management students Surigao del Sur State University Main Campus will conduct their research study titled: EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING TOOL IN TANDAG CITY. On this regard, may they ask your permission that you will be the editor of their research study. Your favorable action on this request will be greatly appreciated.
Very truly yours, ZAIDA B. RODRIGUEZ ELIAKIM L. ROSIL JANICE M. SOLIS Noted by: