AD AND MEDIA RESEARCH PAPER

Influence of Blogvertising on Brand Awareness

James Bendanillo Karla Jeanne Co Kevin Neil Cruz Janine Del Mundo Athena Marie O. Espinosa Kamille Guerrero

Table of Contents

Chapter 1: Research Problem ...................................................................................... 4 A. Background of the Problem .................................................................................... 4 B. C. D. E. Statement of the Problem ....................................................................................... 5 Research Objectives............................................................................................... 6 Theoretical Framework ........................................................................................... 7 Conceptual Framework......................................................................................... 11

Chapter 2: Research Findings ................................................................................... 15 Chapter 3: Conclusions .............................................................................................. 40 Chapter 4: Recommendations ................................................................................... 46 APPENDIX A. Research Methodology .................................................................................... 51 B. Data Analysis ................................................................................................... 57 Bibliography ................................................................................................................ 79

ABSTRACT
As advertisers invade the internet world several new ways of reaching their target audience has emerged. One of these new ways is Blogvertising which is a form of advertising using the blogs of different people as a medium. Advertisers considered that blogs can be viewed as an advertising utility for the enterprise or company itself. The research focuses on how Blogvertising influences awareness of the brand and how it is being recognized by the target audience or the readers surfing the internet themselves. After stating the research problem and objectives, the conduction of the focus group discussion revealed most of the keys in solving the research problem. The focus group discussion centered on finding the perception and knowledge of selected students from two different campuses (NCST & Emilio Aguinaldo College Cavite) with the following blogvertising characteristics: interesting title, scan friendly content, eloquence, personal touch, information rather than promotion and conversation through commenting in brand awareness in terms of brand recall and brand recognition. The importance of Blogvertising is now being recognized by many advertisers because there are more possible customers who are using and surfing the net. The research findings proves that blogvertising generates the most targeted traffic that the advertisers could ever hope for their online brand and through this, company could create and increase their brand awareness to customers. It is obvious from the study that more readers are more concerned on reading blogs in accordance with their own preference. So now, blogvertisers must seek new ways of improving their blogs. Having said that blogvertising influence the buying motives of the consumer, extending and

appealing a much more context will surely create brand awareness for the

Chapter 1 RESEARCH PROBLEM A. Background of the Problem Internet today takes a greater contribution in our lives. We used it for visiting social networking sites, watching videos, downloading files and connecting to our friends. In addition, we dont know that advertisers today are also attacking the internet. They post their ads here and there and one of it will be our focused topic which is blogs. Blogging is just like writing your diary online. Blogs can be updated and it allows the online users to communicate through the comment section attached to each individual post. In here, they can share audios, videos or just maintain their diary. Blogvertising is a form of advertising using the blogs of different people as a medium. Advertisers have seen that blogs can be viewed as an advertising utility for the enterprise or company itself.

Blogvertising is simple. The advertisers hire interested people to help them advertise their products through blogs and journals because they want the publicity, the traffic and the word of mouth. On the other hand, bloggers are being paid. There is a wide variety of different tasks such as product, service, or website reviews, guest posting ads, banner ads and more. Everyone interested can be a part of blogvertiser. Internet users have the greater possibility to see the ads blinking on different websites.

In the light of all these advantages, there are still unanswered questions in their minds. The question here is it is effective enough for the audience to be aware or for the product to be recognized. Will it be effective if advertisers would prefer blogging than other powerful social networking sites? Is the purchasing behaviour of the audience will be affected by this?

This study will be assessing blogs, blog ads and even the bloggers themselves that posts and promotes the products in the internet. There are several definitions but they will focus more on the physical attributes of blogging and how it influences awareness of the brand and how it is being recognized by the target audience or the readers surfing the internet themselves.

B. Statement of the Research Problem This study intends to examine the influence of Blogvertising on Brand Awareness. Specifically, the study seeks to answer: 1. How does interesting title of blogvertisement influence brand awareness in terms of: a. Brand recall b. Brand recognition 2. How does being scan-friendly of a blogvertisement affects brand awareness in terms of : a. Brand recall b. Brand recognition

3. How does eloquence in a blogvertisement influence brand awareness in terms of: a. Brand recall b. Brand recognition 4. How does personal touch in blogvertisement influences brand awareness through blogvertisements in terms of: a. Brand recall b. Brand recognition 5. How does information (rather than promotion) on blogvertisement affects brand awareness in terms of: a. Brand recall b. Brand recognition 6. How does conversation on blogvertisement affects brand awareness in terms of: a. Brand recall b. Brand recognition

C. Research Objectives

1. To determine the influence of interesting title in blogvertisement on brand awareness 2. To conclude the effect of being scan-friendly of a blogvertisement on brand awareness.

3. To study the effect of being eloquence in a blog content on brand awareness. 4. To analyze the influence of personal touch of a blogvertisement on brand awareness. 5. To determine the effect of information and interaction of blogvertising on brand awareness. 6. To analyze the effect of conversation in a blogvertisement on brand awareness.

D. Theoretical Framework

This section introduces the theoretical framework for the present study and the purpose of which is to explore the influence of Blogvertising to consumer brand awareness. This theoretical framework contains theories and concept that we need to perform in our study.

Characteristic of an Influential Blog

Interesting Titles In an article about blogging, The WMS CEO (2011) found that the title of the blog is the first thing anyone will read, it will decide whether the person continues reading or skips the blog article. Blog titles that attract readers are simple,

informative, and sometimes witty. Many good quality blogs will also have subheadings within the article for a better readability.

Scan-friendly content The WMS CEO also points out that any experienced blog writer will tell that most people who read online do not spend time reading the entire article. Most of them simply scan through the salient points, or check out the headlines.

Eloquence In 2010, Weinberg wrote that blog posts that are well written are well-received. By putting effort into the writing process, you reap the benefits of a community that supports you because you lift them through your words.

Personal Touch Blogs are a personal entry. These web logs were meant to be a form of personal expression rather than a news report. This is why a blog needs to have that oneto-one conversational tone, and does not have to be impersonal or detached. In 2010, Weinberg emphasized there is a ton of informational content out there on blogs, though sometimes its not about the information that makes a blog influential. Its about getting to know who the person is behind the screen. Mommyblogs are a great example of thriving personal blogs; they take you behind the scenes into the life as a parent. Write "personal stories as it relates to your mission in blogging," Weinberg says.

Information rather than Promotion Because of the personal nature of blogs, the best form of promotion of any product through a blog would work better if it gave information and opinion about the product, rather than an outright hard-sell. People who read blogs expect the blogger to give an honest feedback as opposed to a company website which would be expected to promote its product in a biased manner. This honest opinion is what most people expect from blogs and experienced blog content writers ensure that there is proper information about the product they are talking about, whether it is positive or negative. (The WMS CEO, 2011).

Foster Conversation through Commenting In a study on blog conversation, Gattiker (2012, August 1) emphasized that a blog foster conversation. A blog does provide the option to leave comment, except for spam; comments are accepted by the moderator and made public as shown by comments being left on various posts. Sometimes the author of a particular post responds to comments that have been made by the readers. Gattiker also emphasized that strategist need to consider that communities are organically forming on a social web. With these, real relationships form and grow; therefore trust is higher than a corporate website. Now given that blogs afford a quick response mechanism for readers and customers by leaving a comment, this opportunity should be used.

Aspect of Consumer Brand Awareness Brand recall and brand recognition are two important aspects when one talks about advertising and consumers awareness towards the brands.

Brand Recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall". For example a respondent may be asked to recall the names of any cars he may know, or any whisky brands he may know. Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall" measures the extent to which a brand name is remembered when the actual brand name is prompted. An example of such a question is "Do you know of the "Honda" brand?" In terms of brand exposure, companies want to look for high levels of unaided recall in relation to their competitors. The first recalled brand name (often called "top of mind") has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase.

Brand Recognition Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In the case, brand recognition is

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the extent to which a brand name is recognized when prompted with the actual name. A broader view of brand recognition is the extent to which a brand is recognized within a product class for certain attributes. Logo and tagline testing can be seen as a form of brand recognition testing. For example, if a product name can be associated with a certain tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is present.

E. Conceptual Framework

Characteristic of an Influential Blog

1. 2. 3. 4. 5.

Interesting titles Scan-friendly content Eloquence Personal touch Information rather than promotion 6. Foster conversation (commenting)

Brand Awareness Brand Recall Brand Recognition

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The conceptual framework of the study on the influence of Blogvertising in brand awareness of its target audience is basically the chain of influence leading from the physical characteristic of a blog that includes: interesting title, scan friendly content, eloquence, personal touch, information rather than promotion and blogs conversation (commenting) that influence the two aspect of brand awareness: brand recall and brand recognition. Blogging adds value for the reader by providing information, scan friendly content, interesting titles and conversation through commenting. The value created by the blog is increased brand awareness of its target audience.

A key part of branding is representing your brand and company in a memorable light. By providing titles that are interesting in a blog post, it will help readers understand what the brand is all about. This will make the blog more approachable and drive more traffic to both the blog and the brand, thus make the brand in the forefront of readers minds.

Readers are getting more sophisticated to be actively involved in blogging. To increase brand awareness, blog writers make the scanning easier for the readers, simple points are broken into even simpler, short paragraphs are used by most high quality content writing companies. Research reveals that less than 20% of readers read word by word. If they cannot access the relevant information quickly, blog post will fail to grab the attention of its target audience.

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Blogs that are well written are well-received. If the blog have something insightful to say, many readers will look forward to reading the new posts and read all of the blog which can increase brand awareness for the business. By putting effort to the writing process, we can improve the reader experience and reap the benefit of building the brand.

Giving the readers the taste of the real you (blog writer) can help increase brand awareness. A personal story in a blog make the readers relate to the post and understand its real message. With this readers can develop a positive relationship with the blog post and more likely to remember what is in it. When a blog is more informative and interactive, more readers will get out of it. This makes them more likely to share the blogs information and remember the brand later. If the blog is informative and thought-provoking, readers will want to comment and share the link with others. Readers who interact with the companys blog are most likely to pass the information along to friends and family or link to the page through social bookmarking sites.

In a study on blog commenting, Lee Ka Hong found that a company can build brand awareness through commenting. Blog commenting, if done correctly can lead to increased brand awareness and traffic to the website. It can be one of the most powerful tools in the marketing arsenal. The foremost benefit is the ability to spread the brand and message on the social media hot spots that many customers congregate. Howie Schwartz, one of the top Social Media Marketers

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online terms this conversation domination By injecting themselves into conversations that people are already having they can effectively build a brand, authority and presence in that marketplace. They also gain the ability to direct the tone and flow of conversation in blogs.

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Chapter 2 RESEARCH FINDINGS In a Focus Group Discussion that was conducted in NCST located at Dasmarinas, Cavite 8 teenagers college students were gathered and interviewed to discuss their knowledge and perception regarding blogvertising. Set of questions was asked to these chosen people to measure how influential specific characteristics to blogvertising were. The following are the

characteristics: interesting title, scan friendly content, eloquence, personal touch, information rather than promotion and conversation through commenting in brand awareness in terms of brand recall and brand recognition. The following results and data with regards to the characteristics of blogvertising and its influence was gathered and analyzed: Part I. Preliminary Questions 1. Approximately how often do you use your internet at home? Nowadays, we cannot deny the fact that the use of internet is spreading out throughout the world. The existence of technology is very strong in our generation. The discussion conducted with these teenagers informed us that they were using internet in an average of five hours a day at home and internet shop. There are also instances that they use the net to comply with the requirements and nature of their course. With that, we found out that they are very active in using the internet, which is very applicable in our topic.
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2. How often do you read blogs? We found out in our discussion that these teenagers could read blog in an accidental manner. Yes, they are active and according to them they could also see blog when they have a research and course requirements. As we study their answers, some have no idea that Facebook is one of the most powerful and influential way of blogvertising nowadays. In addition to this, people engage in reading blogs most of their daily lives.

3. What kind of blogs do you read? The findings on what kind of blog those teenagers are always reading, we have found out that the blog they read are those that are applicable and related to their course, for example are those that ate Tourism students and the Hotel and Restaurant Management students. They read blog about clothing, events, places and destination and most of all food menu and recipe in improving their cooking skills and styles.

4. How familiar are you with the practice of blogvertising or advertising using blogs? As we study the discussion, we found out that they are not familiar in the practice of blogvertising or advertising using blogs, even though, it is the cheapest way in promoting brands. We found out that some are only familiar with the use of social networking sites, interacting with friends

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using the internet but do not know that it is the also a form of blogvertising or advertising using blogs. 5. What is the first thing that comes to your mind when you think about blogvertising? The discussion showed that when they hear the word blogvertising, on the top of their mind they think that this is a form of advertising. In addition, we found out that the wide spread of advertisement in internet could be easily recognize and learn by people.

Part II. Questions Pertaining to Interesting Titles 1. What kinds of blogvertising titles are interesting to you? The findings on what blogvertising titles are interesting to the student of NCST Dasmarinas are those that are related to their course and field like blogvertising titles about bartending, tourist spot and destination within and outside the country and most of all personal blog about how to improve cooking skills and styles for HRM students. 2. Do interesting blogvertising titles help in increasing brand recall? Why? Yes, interesting titles can help to increase the brand recall of customers. According to the NCST students, once they have read the title of a blogvertisement, they can recall the whole blog attached by its content and information. It can also help to increase their brand recall because interesting titles is the primary message and the first thing that they will read and be remembered, thus catches up more readers.

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3. Do interesting blogvertising titles help in increasing brand recognition? Why? Yes, interesting titles can help to increase the brand recognition of readers. According to them, it is very essential that blogvertising titles are catchy to win the audiences interest in a blogvertisement. Interesting titles create a relationship between the reader and the blogger and it also very helpful to increase the brand recognition once the certain titles are easy to be remembered. 4. How influential are interesting blogvertising titles in creating brand awareness in general? Yes, interesting titles help to increase the brand awareness of customers in general. All their experiences in a blogvertisement started in reading a title that is interesting, this creates and enhance their interest in blogging and most of all, if it is short, catchy, and easy to understand. Also they pointed out that it helps to increase brand awareness because they can recall and recognize the whole information that they adopted once they heard the title of blogvertisement.

Part III. Questions Pertaining to Scan-Friendly Content 1. What kind of blogvertisement content is scan-friendly to you?

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The findings that the blogvertisement content that is scan-friendly should be clear, short but full of information. It is very important that it is direct to the point, because with this the reader can have an interest to read the blogvertisement.

2. Do scan-friendly content blogvertisement help in increasing brand recall? Why? According to some of them, scan friendly content does not help in increasing brand recall due to the lackness and limitation of information. It is possible that the reader would forget the blogvertisement due to the short content of a blogvertising. The finding is that - scan friendly content can result to the very minimum interest for the reader.

3. Do scan-friendly content blogvertisement help in increasing brand recognition? Why? The finding is that for some of them, scan friendly content cant be helpful to the blogvertisement in increasing the brand recognition due to the lack of information and the limitation of its content. According to some, people need and look for information that will help to increases their interest in a certain brand and it should not be limited. Even though people need convenient information but still it is great that the blogvertisement should be packed and full of information.

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4. How influential are scan-friendly content blogvertisement in creating brand awareness in general? Majority of the NCST- students opinions on how influential are scan friendly content depends on the information provided in the content. The finding was scan friendly content can partially influence in increasing brand recall, brand recognition and brand awareness in general. They said it is good if it is short but full of information but most of all direct to the point. They also said that long information can help the reader to decide in a long period of time whether to purchase the product or not. Scan friendly content blogvertisement can have limited information that for some cannot help in increasing brand awareness in terms of brand recall and brand recognition.

Part IV. Questions Pertaining to Eloquence 1. What kind of blog advertisement has eloquence to you? We found out in the focus group discussion we have conducted that blogvertisement that does not contain jargon words are more eloquence for the reader. It is because the words are easy to understand

2. Does eloquence of blogvertisement help in increasing brand recall? Why? Definitely, it helps in increasing brand recall. According to them, the blogger should be sensitive more in the writing process and in execution of the words used. It is very helpful to increase the brand recall, because

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once the blogvertisement is very well written, it may create an interest to the reader to adopt the process of brand recall. It really depends on the word use by the blogger. 3. Does eloquence of blogvertisement help in increasing brand recognition? Why? Definitely, it helps to increase the brand recognition. The blogger should be sensitive more in writing process and in execution of the words used. It is very helpful to increase the brand recognition, because once the blogvertisement is very well, it may create an interest to the reader to adopt the process of brand recognition. We found out that it is very important that the words composed should be clear and easy to understand by everyone. 4. How influential is eloquence in blogvertisement in creating brand awareness in general? Generally, most of their opinions on how influential are eloquence in increasing brand awareness depends of the words used by the blogger. We found out that eloquence can influence to increase brand recall, brand recognition and brand awareness in general. Blogger should be considerate on how the content is written; it should be clear and simple.

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Part V. Questions Pertaining to Personal Touch 1. What kind of blogvertisement has personal touch for you? NCST students mostly prefer the blogvertisement that has personal touch, like blogvertisement regarding fashion, gaming, as well as blog in relation to their course that could be helpful for them like bartending, cocktails, cooking, menu and booking. Majority of these teenagers, also prefer blogs about music that applies to their personality, sports and equipments.

2. Does personal touch in blogvertisement help in increasing brand recall? Why? The finding is that personal touch help to increase the brand recall most especially once the reader have experience the products. According to one of the students, even though personal touch does not exist in a blogvertisement it could also be very helpful to increase brand recall. 3. Does personal touch in blogvertisement help in increasing brand recognition? Why? The finding is that personal touch helps to increase brand recognition. It also depends how the reader is eager to find information in blogvertisement.

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4. How influential is personal touch in blogvertisement in creating brand awareness in general? The result of the findings was personal touch can help in increasing brand recall, brand recognition and brand awareness in general. When you personally experience the product, it can be the start for the blogvertisement to be referred by the readers to their friends to inform and update them about information given by blogvertisement.

Part VI. Questions Pertaining to Information rather than Promotion 1. What kind of blogvertisement requires information rather than promotion to you? The blogvertisement that requires information rather than promotion are blogs about medical issue. With this, people seek information to cure some diseases and sickness. In this issue, information is very essential for this serious matter. After this, it is up to the advertiser if promotion will be followed, on what and how the reader will be informed in what medicine should be used.

2. Does information (rather than promotion) on blogvertisement help in increasing brand recall? Why? Information (rather than promotion) on blogvertisement help in increasing brand recall, due to the need of information nowadays, but these two characteristics should exist in one of each blogvertisement. They are both

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needed, or need to be in one content. According to them, information and promotion are very essential in increasing brand recall, not only information but both of these two characteristics. 3. Does information (rather than promotion) on blogvertisement help in increasing brand recognition? Why? The finding is that the information rather than promotion characteristic of blog helps to increase brand recognition due to the need of more information, as they said, people now need more and more information that will help them in daily lives and also to make it more convenient for them to make decision. It is very helpful and powerful to increase brand recognition, because when you are promoting products and brands, you are also giving them information that increases their interest in a certain blogvertisement.

4. How influential is information (rather than promotion) on blogvertisement in creating brand awareness in general? According to them, information and promotion are both needed to increase the brand awareness and it is needed to exist in a blogvertisement. Once they promote, they are also giving information to the reader. The information was needed most especially in medical issue about how to cure the diseases or sickness and the promotion will be followed in what medicine could be used. These two characteristics are very essential and they are equally needed. Also, they have said that

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information is needed in long term used like house and car, and promotion can be used only in short term used because there are lots of offering in the market because of competition.

Part VII. Questions Pertaining to Conversation through Commenting 1. How significant is blogvertising conversation through commenting to you? It is very essential that blogvertisement foster conversation through commenting because both reader and blogger will be benefited with this characteristic. The interaction of these two subjects is one of the factors that made blogvertising more interesting and could also be an added value to the brand. The significance of this is that conversation through commenting will help both of the blogger and readers with regards on what should be improve in the brand through positive or negative comments.

2. Does conversation through commenting in a blogvertisement help in increasing brand recall? Why? Definitely, conversation through commenting in a blogvertisement will help to increase brand recall. It creates interest to the reader for allowing them to comment about what they think about the blogvertisement as well as creates interest to the blogger for waiting what the reader would have to say whether it is positive or negative. These exchange of ideas is needed

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to make them to interact more with each other, thus influences brand recall. 3. Does conversation through commenting in a blogvertisement help in increasing brand recognition? Why? Definitely, conversation through commenting in a blogvertisement will help to increase the brand recognition of the customer. This kind of flexibility could be a challenge for the advertiser to accept comments, either if it is negative or positive comment. Through these, it does not only increase brand recognition but also it could be innovation or changes in the brand that is very helpful to the advertiser of blogvertisement. 4. How influential is conversation through commenting in blogvertisement in creating brand awareness in general? The finding is that conversation through commenting helps in increasing brand recall, brand recognition and brand awareness. It helps to increase brand awareness because there are interactions between the reader to reader or reader to blogger. It is good to increase the brand awareness of the reader because they can add information that is not contained in the blogvertisement. Also the negativity and the positivity of the comment can increase the brand awareness in general. If there are positive comments, there is a big impact to the brand in a blogvertisement but if it is negative it is also good in recall and recognition of the brand.

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Conclusion 1. Which of the following characteristic (interesting titles, scan-friendly content, eloquence, personal touch, information, conversation through commenting) is the most influential in creating brand awareness? The students of NCST prefer two characteristics that are most influential in creating brand awareness in terms of brand recall and brand recognition. Personal touch and information rather than promotion are the most influential characteristic in increasing brand awareness because of the information needed by the reader and the personal experience of the blogger in relation to the personal interest of the reader.

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On a focus group discussion that was conducted in Emilio Aguinaldo College Cavite, 10 young adults college students were gathered to discuss their knowledge and perception regarding blogvertising. Set of questions was asked to these chosen people to measure how influential specific characteristics to blogvertising were. The following are the characteristics: interesting title, scan friendly content, eloquence, personal touch, information rather than promotion and conversation through commenting in brand awareness in terms of brand recall and brand recognition. The following results and data with regards to the characteristics of blogvertising and its influence was gathered and analyzed:

With regards to the preliminary set of questions to the group:

1. Approximately how often they use internet:

The discussion showed that people nowadays particularly young adults were engage in spending their time surfing the internet whether at home or internet cafs. Approximately these people were using the internet for an average of four days a week, every other day but still; some of them use it every day. These young adults were found out to make use of this at about three to even twenty four hours per particular day that they surf the internet. Their inputs showed how influential the internet was to every human beings lives in our time. People mainly young adults were spending most or at least contribute their time checking the internet and some sites.
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2. How often do they read blogs:

The result of the discussion showed that this group of young adults read blogs almost every time they surf the internet. Almost every day by just taking a quick glance or scan to it that it became their hobby, sometimes or especially for times when they just needed to read these for research and homework purposes.

This justify that reading blogs were essential to the lives of these people that it became part of their routines when surfing the internet with regards to their own specific reasons to read these.

3. What kind of blogs do they read:

The findings with regards to the kinds of blogs that the group reads showed that they all read blogs for different reasons. Most of these young adults prefer to read blogs that concerns the latest or trending topics on the world and with regards to information and reviews on products when they are planning to buy particular things.

Some of them also answered that the types of blogs that they read are those that suites their interest: trends on fashion, online games, love and experiences, Filipino writers, blogs, news and facts on the issues of the world.

4. How familiar they are with the practice of blogvertising or advertising using blogs:

The discussion showed that most of these people have an average knowledge to blogvertising. Some of them as marketing students were aware on the practice and
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usage of advertising through the form of blogging. They knew that this is one of the cheapest but viral form of advertisement and promoting that can influence a reader that will pass on from one to many. Some were practicing it because they too were unintentional bloggers to tumblr, facebook and other social networking sites. It was when they just post particular experiences about a product, services and places. They shared their insights and comments to those and realizing that somehow, they also promoted or affects the image of those brands by letting others read their posts. And also, some of these young adults were unconsciously reading these blogs of advertisement without realizing that these are already blogvertisements.

5. The first thing that comes to their mind when they think about blogvertsing:

The respondents have their own knowledge and ideas towards blogvertising but leads only to one definite meaning: advertising through blogging. According to them, it is also an easy form of promoting your product and considered as one marketing strategy. It is a new medium and easier way to reach your target audience who were engaged and hooked into the internet. Part II. Questions Pertaining to Interesting Titles

1. Kinds of blogvertising titles or topics that are interesting to them:

Most of the respondents from the group have interests on blogvertisements that features short but catchy titles. In addition, topics regarding the latest products, gadgets, online games, fashion and trending topics and discoveries on the world

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are those that catch their interest. While few of them answered that they are interested to whatever blogvertisements that they saw on tumblr.

2. Do interesting blogvertising titles help in increasing brand recall and why:

Really it is that interesting blogvertising titles affects to increase brand recall to a brand and product. For most of the respondents of the focus group discussion, it affects in a way that when a reader read the title bearing the brands name, it was then that it sometimes stocks into their minds the brand and probably can recall the brands name. Interesting, short and catchy titles contributes a lot to a memory recall.

3. Do interesting blogvertising titles help in increasing brand recognition? Why?

According to the respondents, interesting titles helps consumers to recognize the brand more. Especially when those titles possess a brief description of the brand, it associates to the recognition of the brand. Somehow, title serves as a brief summary of what a brand is.

4. How influential are interesting blogvertising titles in creating brand awareness in general?

The discussion showed that interesting blogvertising titles helps in increasing brand awareness, recall, recognition in a way that a more appealing title a blogvertising has, the more it creates awareness to readers, the more chance that it could go viral over netizens. This would really help a brand to increase awareness of their target market.

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Part III. Questions Pertaining to Scan-Friendly Content

1. What kind of blogvertisement content is scan-friendly to you?

The results showed that for a blogvertisement to be scan friendly; it should only contain information that is necessary. Blogvertisement readers prefer short, brief and concise blog articles with the needed information that they wanted to know. Scan friendly blogvertisings must not be too lengthy because of the fact that a reader may not read the entire article anymore. Further, an image or photo and a paragraph or two is advisable to be posted on the internet.

2. Do scan-friendly content blogvertisement help in increasing brand recall? Why?

The conducted focus group discussion showed that a scan-friendly blogvertisement affects to increase brand recall. A more scan friendly article of blogvertising stays the information read on their mind that links in to recall the product. Further the respondents conclude that a scan friendly blogvertisement could be more appealing for brands that are already known because it doesnt have to put so much information unlike a introductory brand. Wherein they believed that if you feature an introductory brand to a blogvertisement, more relevant data, information, specs and any other should be included that could make it a not so scan-friendly blogvertisement.

3. Do

scan-friendly

content

blogvertisement

help

in

increasing

brand

recognition? Why?
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A scan-friendly content helps achieved increase in brand recognition but is applicable to products that are on their growth or maturity stage. If an introductory brand was featured on a blogvertisement, the netizens might have a doubt on the facts and data about the brand. It would be harder to apply blogvertising to introductory brands but somehow it could also help.

4. How influential are scan-friendly content blogvertisement in creating brand awareness in general? For the young adults respondents, a scan friendly content does contribute but not necessary in creating brand awareness of a product. They believe that a scan friendly blogvertising article could be relevant but more so it must answer essential questions that are on the mind of the consumers and readers. Brand recall and brand recognition of a scan-friendly article depends on the life stage or cycle of a product. Part IV. Questions Pertaining to Eloquence

1. What kind of blog advertisement has eloquence to you?

According to the focus group discussion, blogvertisements that are eloquence are those that are striking and persuasive at the same time. An epigrammatic blog with the capability of convincing but believable at the same time are of eloquence quality.

2. Does eloquence of blogvertisement help in increasing brand recall? Why?

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The more expressive the blogvertisement is, the more consumers are getting familiarized and become aware of the product which helps them to easily recall the product being advertised. With the power of persuasion, a brand can be easily recall by a possible consumer because of the fact that he was influenced somehow by the blog. It is a relevant factor that could put a brand as a top-of-mind product of the reader.

3. Does eloquence of blogvertisement help in increasing brand recognition? Why?

An eloquent blog do increase brand recognition. Consumers could easily recognize, know and identify the product if its well detailed but is of powerful expression and persuasive. When it is eloquent, the knowledge that was set on to the mind of the consumers was able to remind the consumer about the brand.

4. How influential is eloquence in blogvertisement in creating brand awareness in general?

The discussion showed that an eloquent blogvertisement creates brand awareness in general together with recall and recognition. By possessing this eloquent characteristic, it affects the thinking of a consumer that he should own the product simply because he is now persuaded and get affected to the strong emotion and connection to the blog. Part V. Questions Pertaining to Personal Touch

1. What kind of blogvertisement has personal touch for you?

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Those blogs that have a personal touch are those that can somehow a blogger and a reader can relates to, those blogvertisements that are of related to the experiences or even interests of the two parties. If a blogvertisement acquire personal touch it became more interesting on the part of the reader to read the blogvertisement because he can somehow relate and take pleasure in reading it.

2. Does personal touch in blogvertisement help in increasing brand recall? Why?

According to the group discussion, personal touch simply creates affection to the reader of a blogvertisement. Simply because it links the message of the blogger to the reader somehow like more personal in the sense that it made the blogvertisment more relational to the target reader that resulted to the capability of recall of the product.

3. Does personal touch in blogvertisement help in increasing brand recognition? Why? The result of the young adults group discussion shows that the personal touch both to the sides of the blogger and the reader is really relevant to brands recognition. Through this personal touch, the reader would be able to identify specifically the attributes of the brand because of their interest to it.

4. How influential is personal touch in blogvertisement in creating brand awareness in general?

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In general, the personal touch of a blgvertisement is important on aiming brand awareness to the target market and the public. This sense of personal touch is an essential factor that leads to consciousness, understanding and responsiveness of a reader. Part VI. Questions Pertaining to Information rather than Promotion

1. What kind of blogvertisement requires information rather than promotion to you?

The result of the group discussion shows that blogvertisement featuring new entry product requires more information rather than the endorsement way; mainly because the possible reader and market would demand more erudition, facts and knowledge to a new product that they are interested to recognize.

2. Does information (rather than promotion) on blogvertisement help in increasing brand recall? Why?

Based on the result of our findings to the young adult readers of blogvertisement, the promotional way of delivering a blogvertisement is more applicable and effective on targeting the increase in brand recall of a brand. For a brand to be recall by a reader, you have to promote with persuasion the brand within the blogvertisement. The more persuasive you deliver the brand the more that the audience would remember and recall it.

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3. Does information (rather than promotion) on blogvertisement help in increasing brand recognition? Why?

The finding shows that information rather than promotion is pertinent to augment brand recognition. For a brand to be recognize and identified, the target reader and market must be able to identify the brand by its attributes and this requires more information about the brand; its visual signifiers like logos, specs, advantage, and even color and slogans.

4. How influential is information (rather than promotion) on blogvertisement in creating brand awareness in general?

The result of the focus group discussion shows that in general, both information rather than promotion must go hand-in-hand to create brand awareness. They should both exist for a blogvertisement be effectual to the reader. But promotion is needed more rather than information because through this way that a consumers mind was given a convincing signals to purchase the brand. Part VII. Questions Pertaining to Conversation through Commenting

1. How significant is blogvertising conversation through commenting to you?

The findings show that conversations through commenting under blogvertisements were significant to a reader. These comments from any other people affects the brands image with regards to those who can see the comments whether they are negative or positive. Further, these influence the readers perception to the brand .

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2. Does conversation through commenting in a blogvertisement help in increasing brand recall? Why?

The discussion showed that comments from different readers somehow affect the recall of a brand to a person. These comments most of the time stays on the mind of the target consumer that made them recall the brand and its negative or positive characteristics.

3. Does conversation through commenting in a blogvertisement help in increasing brand recognition? Why?

The group discussion to young adults showed that insights from the conversations on commenting have an influence with regards to brand recognition. In this sense, readers would be able to obtain findings and insights that could possibly affect the recognition of the brand.

4. How influential is conversation through commenting in blogvertisement in creating brand awareness in general?

In entirety in creating brand awareness, insights that a reader gathered from these comments let them identify its attributes, quality, characteristics and not simply its company name alone that leads to the affection to a brand recall, recognition and awareness.

Part VIII. CONCLUSION

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1. Which of the following characteristic (interesting titles, scan-friendly content, eloquence, personal touch, information, conversation through commenting) is the most influential in creating brand awareness?

In conclusion, personal touch together with information and promotion are the most influential factors that must be considered by a blogvertiser to generate brand awareness. These characteristics would enhance the brands recognition, recall and awareness in totality.

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Chapter 3 CONCLUSION

A. GENERAL PROBLEM How does blogvertising influence brand awareness of customers?

Blogvertising is the practice of advertising products through blogs. Its importance is now being recognized by many advertisers because there are more possible customers who are using and surfing the net. Increasing internet user creates greater possibility to reach more of them through blog, furthermore, to create brand awareness.

A focus group discussion about blogvertisement has been conducted to know the influence of blogvertisement on brand awareness of customers. In conclusion, our findings shows that blogvertising generates the most targeted traffic that the advertisers could ever hope for their online brand and through this, company could create and increase their brand awareness to customers. It is obvious from the study that more readers are more concerned on reading blogs in accordance with their own preference. So, blogvertiser have to work more on enhancing each characteristic of an influential blog.

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B. SPECIFIC PROBLEM

How does interesting title of blogvertisement influence brand awareness in terms of : (a) Brand recall (b) Brand recognition

Interesting title are blog titles which are simple and informative that attract readers because it is the first thing that they will read. Indeed, interesting titles of blogvertisement influence brand awareness through its short, catchy and easy to understand title. If the readers (teenagers and young adults) could easily understand the title of a blogvertisement and if that blog title catches their attention, they will be encourage to read, thus get the information about the product which can eventually influence their awareness about the brand. Our findings show that if the blogvertisement title catches the interest of the readers (teenagers and young adults), in which they could relate they will be able to recall the product, brand and brand name associated with the blogvertisement. Also, they will be able to recognize the attributes associated with the brand in the information provided in each blogvertisement titles.

How does being scan-friendly of a blogvertisement affects brand awareness in terms of: (a) Brand recall (b) Brand recognition

Scan-friendly content is a content of the blog that let the reader simply scan the important points in the information. In summary, our findings show that a

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blog which is clear, short, and detailed but full of information without unnecessary information is a scan-friendly content blog. This kind of scanfriendly content blog affects the brand awareness of the readers (teenagers and young adult) because through those the readers are able to get and absorb the important information within the blogvertisement. Once they have read and scan the blog they will be able to absorb the information about the product and brand, thus affect their brand awareness. Within this process it will eventually influence their brand recall and brand recognition. If the

company product is new to the market, advertisers of a blogvertisement will fail to grab the attention of the readers. Blogvertisement scan-friendly content affects brand recognition when the information provided in the blog is clear of necessary attributes associated with the brand, also the readers increases its brand recall. Although, for some group of readers scan friendly content will lessen the interest and will not influence the brand recall of the readers because it does not contain a long content.

How does eloquence in a blogvertisement influence brand awareness in terms of: (a) Brand recall (b) Brand recognition

Eloquence in a blogvertisement is a characteristic that makes the blog wellwritten and well-received. In conclusion, if the blogvertisement is written in a good manner without any jargon words that just certain people or readers can understand, the readers (teenagers and young adults) will be able to become

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more familiarized with the information of the blogvertisement and be more aware of the brand which help to make them easily recognized certain taglines of the brand and recall the brand name of the product making it to the top of their mind.

How does personal touch in blogvertisements influences brand awareness in terms of: (a) Brand recall (b) Brand recognition

Personal touch in a blogvertisement is a form of personal expression of a blogger to connect with its reader. Indeed, blog with personal touch makes the blogvertisement more influential, furthermore, increase the readers brand awareness, brand recall and brand recognition. Readers (teenagers and young adults) prefer this characteristic of blogvertisement because it is something which they can relate to and catches their interest. So, blog which is personal contains personal experiences of the blogger that is a great factor in influencing readers that can results to recall and recognition. If the readers are really interested in the blogvertisement because it is something of their personal interest, it is easy for the blog to influence the readers awareness.

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How does information (rather than promotion) on blogvertisement affects brand awareness in terms of: (a) Brand recall (b) Brand recognition

Information rather than promotion is a characteristic of a blogvertisement that makes the blog give more information about the product rather than doing a promotion. In conclusion, to make the blogvertisement influential it should contain the necessary information that the readers need. So, blogs about news article, medical issues and gadgets are the types of blogs that must really contain information to increase the readers awareness about the brand. If the blogvertisement does not contain necessary information that the readers need, it would be easy for those people who have read the blog to forget what that particular blogvertisement says about the product, thus make the blog fails to affect the readers awareness. In short, if the blogvertisement contains necessary information, the readers will be able to know the important things about the brand making the readers to recall something about the brand, and be able to recognize it in accordance with thing associated with it in the blogvertisement information.

How does conversation on blogvertisement affects brand awareness in terms of: (a) Brand recall (b) Brand recognition Conversation on blogvertisement emphasized that blog foster conversation which is the option to make comment in a blog whether it is a positive or negative comment. In conclusion, what our finding shows that conversation in

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blogvertisement through commenting is a very influential factor because it is an evidence that someone have read the blog and somehow it affects the readers mind. So, once the blogger and the reader made an interaction, the reader makes comment about the blog making the two persons involved exchange information about the certain blogvertisement topic and thus, making the brand on the top of their mind or simply recall. If these blogvertisement affect the recall of the brand, brand recognition of the attributes of that certain brand will also be influenced.

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Chapter 4 RECOMMENDATION

C. GENERAL PROBLEM How does blogvertising influence brand awareness of customers?

After gaining some insights from the customers of how blogvertising increases their intentions to consume, blogvertisers must seek new ways of improving their blogs. Having said that blogvertising influence the buying motives of the consumer, extending and appealing a much more context will surely create brand awareness for the consumer. Blogs that includes actual images or even a quick teaser about the products would actually be a big aid that will enable for the customers to visualize the product.

D. SPECIFIC PROBLEM

How does interesting title of blogvertisement influence brand awareness in terms of : (a) Brand recall (b) Brand recognition

Indeed, catchy short titles capture every kind of audience especially to internet readers where everything is fast and simple. Blogvertisers should be aware that their readers appeals to a kind of title which they can relate to instantly. By at one look something would really make them read their
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blog/article about the product. Blogvertisers can start the title thru a form of question like Why Iphone 5 is great deal? simple question like this may trigger the internet surfer to check out and read the context. Making context concise and concrete is one way of winning but making it relatable to the daily need or want of the consumer is a whole lot better. Blogvertising must consider the effectiveness of brand association thru making their customer recall the information or blog about the product. Thats why blogvertsing need to focus in mind-setting their customers to create outstanding brand recognition after making them read or notice the blogvertisement.

How does being scan-friendly of a blogvertisement affects brand awareness in terms of: (a) Brand recall (b) Brand recognition

Just like before you buy a book, you start first by reading the summary found at the back of the book and if it interests you, you buy it immediately or you consider buying it. Blogvertisements is anything like it. Once the consumer found what its looking for in a product after scanning it, it adds on the brand recognition. Internet surfers, readers, bloggers and consumers likes to scan and with regards to the term surfing the internet It means scanning and just browsing, so to the many things there is in the internet world blogvertiser must find a way to easily captivate the consumers attention. By providing the important points and stating what they need to know about the product: Price, image, quality and/or current condition of the product are some of the check

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list of the consumer so by letting them instantly notice these vital information of the product, they will surely respond to that.

How does eloquence in a blogvertisement influence brand awareness in terms of: (a) Brand recall (b) Brand recognition

The power of the blogvertiser to relate its subject matter to the readers is one point in making the consumer to be familiarized about the product. Blogvertising is about responding also to what the consumers is about to absorb so by feeding them the best language and appropriate words that will greatly describe the product makes a good brand recall and recognition. That is why blogvertiser must be able to share the important information without being insensitive with the kind of words (jargons) he will be using.

How does personal touch in blogvertisements influences brand awareness in terms of: (a) Brand recall (b) Brand recognition

Personality is the best way to express oneself without even trying. Blogvertiser must not lose the essence of sharing his/her experience of the product. Of course in the first place the consumer come to surf the net to search what kind of product he/she will buy so knowing and gaining knowledge about what he/she (blogvertiser) honestly felt when he/she experienced the product is important. Honest opinion whether its good or bad

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is also accepted from the blogvertiser because otherwise consumers would hate to see how biased it would be for the blogvertiser if it keeps on rooting/pushing the product to be bought. Blogvertisers must remember to be natural and approachable when it comes to blogvertising a product/service.

How does information (rather than promotion) on blogvertisement affects brand awareness in terms of: (a) Brand recall (b) Brand recognition

Blogvertisement must contain all the necessary information the readers may want to know. Regardless the persuasion (promotion) given to the customers, information must always be the focus of the content. Blogvertiser can efficiently gain customers by providing all what they need to know by expressing it in the most simple and honest way. Brand recall would usually pop out if the customer can remember the product at even the tiniest detail because he/she understand the information provided by the blogvertiser. The blogvertisement is officially effective is the customer gain brand recognition about the product and can refer to someone where he/she gained the information.

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How does conversation on blogvertisement affects brand awareness in terms of: (a) Brand recall (b) Brand recognition

Blogvertisers must supply a conversational space for the prospects and consumers. This is one way of knowing they

(customers/consumers/readers/prospects) appreciate the blogvertisement provided. So it is important for the blogvertiser to leave some information of how the prospects can reach him/her. It can be thru chat box, e-mail, contact numbers, or even the traditional snail mail, and/or any p ossible way where the prospect and the blogvertiser can exchange ideas, opinions and inquiries. As stated conversation is a great way of closing deals and building relationships.

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APPENDIX A. Research Methodology 6.1. Research Locate The focus group will be consists of different people residing in Cavite. The focus group discussions will be conducted at Dasmarias, Cavite. The focus group discussion is expected to be done for a maximum period of 1 week.

6.2. Research Design In this study, the researchers will conduct descriptive, exploratory and qualitative method and are planning to gather data from focus groups to determine the effect of Blogvertising into the awareness to the brand.

6.3. Population and Sampling Design The population was consists of ten (10) teenagers and twelve (12) young adults because they are usually the ones who read blogs. They will be the one to help the researchers determine whether Blogvertising contributes a lot in terms of brand awareness. The focus group will serve as the target audience. The sampling method used is purposive sampling under non-probability sampling in which the researchers have an objective which is to determine whether blogvertising helps in increasing brand awareness.

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6.4. Research Instrument The FGD guide will be used by the researchers as the research instrument. This lists the main topics or themes to be covered in thesession. It serves as a road map that will guide the researchers in covering the list of topics and keeping the discussion on track. According to Escalada (2003) and Heong (2003) the sequence of topics in the guide usually moves from general to specific. The researchers will also use video recorders, digital cameras and laptops containing some samples of blogvertising that will help the focus groups determine what specific characteristic of blogs affects the brand awareness. The questions are divided into two parts- introductory questions and questions about characteristics of blogs which are also subdivided into six (6) parts. Part 1 of the FGD guide contains preliminary questions. Part 2 are questions that pertain to interesting titles. Part 3 are questions that pertain to scan-friendly content. Part 4 are questions that pertain to eloquence. Part 5 are questions that pertain to personal touch. Part 6 are questions that pertain to information rather than promotion. Part 7 are questions that pertain to conversations through commenting. Lastly, Part 8 is the concluding part.

6.5 Data Gathering Procedure In conducting focus group, the facilitators should arrive before the participants to arrange the room where all participants can view one another. As the participants arrive, the facilitators should welcome them graciously. Then, the focus group moderator will introduce himself and the other facilitators, the purpose and the

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length of time of the discussion and the ground rules. The introduction is important because it sets the tone and starts building rapport.

After the introduction and orientation, the moderator will carry out the FGD as planned. The discussion will flow from asking the participants the question guide being prepared and the moderator should encourage everyone to participate.

When the focus group is over, the moderator should ask and entertain concluding comments, thank the participants, tell them how helpful they have been and cite specific insights the participants have provided then thank them individually and say goodbye. Focus Group Discussion Guide

Part I. Preliminary Questions 1. Approximately how often do you use your internet at home? 2. How often do you read blogs? 3. What kind of blogs do you read? 4. How familiar are you with the practice of blogvertising or advertising using blogs? 5. What is the first thing that comes to your mind when you think about blogvertising?

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Part II. Questions Pertaining to Interesting Titles 1. What kinds of blogvertising titles are interesting to you? 2. Do interesting blogvertising titles help in increasing brand recall? Why? 3. Do interesting blogvertising titles help in increasing brand recognition? Why? 4. How influential are interesting blogvertising titles in creating brand awareness in general?

Part III. Questions Pertaining to Scan-Friendly Content 1. What kind of blogvertisement content is scan-friendly to you? 2. Do scan-friendly content blogvertisement help in increasing brand recall? Why? 3. Do scan-friendly content blogvertisement help in increasing brand recognition? Why? 4. How influential are scan-friendly content blogvertisement in creating brand awareness in general?

Part IV. Questions Pertaining to Eloquence 1. What kind of blog advertisement has eloquence to you? 2. Does eloquence of blogvertisement help in increasing brand recall? Why? 3. Does eloquence of blogvertisement help in increasing brand recognition? Why? 4. How influential is eloquence in blogvertisement in creating brand awareness in general?

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Part V. Questions Pertaining to Personal Touch 1. What kind of blogvertisement has personal touch for you? 2. Does personal touch in blogvertisement help in increasing brand recall? Why? 3. Does personal touch in blogvertisement help in increasing brand recognition? Why? 4. How influential is personal touch in blogvertisement in creating brand awareness in general?

Part VI. Questions Pertaining to Information rather than Promotion 1. What kind of blogvertisement requires information rather than promotion to you? 2. Does information (rather than promotion) on blogvertisement help in increasing brand recall? Why? 3. Does information (rather than promotion) on blogvertisement help in increasing brand recognition? Why? 4. How influential is information (rather than promotion) on blogvertisement in creating brand awareness in general?

Part VII. Questions Pertaining to Conversation through Commenting 1. How significant is blogvertising conversation through commenting to you?

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2. Does conversation through commenting in a blogvertisement help in increasing brand recall? Why? 3. Does conversation through commenting in a blogvertisement help in increasing brand recognition? Why? 4. How influential is conversation through commenting in blogvertisement in creating brand awareness in general?

Part VIII. Conclusion 1. Which of the following characteristic (interesting titles, scan-friendly content, eloquence, personal touch, information, conversation through commenting) is the most influential in creating brand awareness? Why?

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B. Data Analysis PART ONE Emilio Aguinaldo College Focus Group Discussion Facilitator 1 (Karla Jeanne Co): We are students from De La Salle University Dasmarinas and we are here to conduct a focus group discussion regarding Blogvertisings ________________. First question, how often do you use internet at home? Focus Group Discussion Facilitator 2 (Athena Marie Espinosa): Anyone can answer the questions. You can answer first, Ms. ___________ Respondent 1: I use or surf the internet every day. Usually 3 hours a day. Respondent 2: Me, I use it three times a week. Respondent 3: Ummm... two times a week. Respondent 6: 24/7surfing net through phone. Respondent 8: Every day. Respondent 10: Me, I use it three times a week. Focus Group Discussion Facilitator 2: Lets go to the second question. How often do you read blogs? Respondent 1: Umm. I frequently read blogs, I like them. Focus Group Facilitator 2: How often?

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Respondent 1: Every day but of course of different topics. Respondent 2: Me too, almost every day. And yes of different varieties on whats trending. Respondent 3: Sometimes. Respondent 4: I read blogs most of the time especially for research purposes. Respondent 5: I read blogs when there are homeworks. Respondent 6: Me, I read blogs ummaybe three times a week. Respondent 8: I read one blog a day. Just a hobby, I just scan it. Respondent 10: On my part I read blogs every day, just a glance sometimes. Focus Group Discussion Facilitator 1: So, usually what are the kinds of blogs that you guys read? Respondent 10: Usually reviews on Sulit ditto when I have to buy something . Focus Group Discussion Facilitator 2: Ah so you usually read blogs when youre planning to buy. Respondent 9: Ah, usually on online shop blogs regarding what their selling. Respondent 8: There are a lot of blog links and advertisements at the sides that pops up, and usually blogs about news. Respondent 7: Blogs about online games.

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Respondent 6: I also read blogs about online games because thats what I like . Respondent 5: Anything.. Respondent 4: I read blogs about ummm Pinoy writers. Most of the time literary works of Filipinos. Respondent 3: Blogs about love.. Like love experiences and quotes. Fashion. Respondent 2: Personal blogs. Because at tumblerum whatever I saw, I read them. Respondent 1: In my part, I read world blogs or those blogs that was connected to my daily mail when I subscribed to them. Focus Group Facilitator 2: How familiar are you to the practice of blogvertising or advertising through blogs? Because usually when some people do blogging, they also advertise the products at the same time.

Respondent 10: Um.. again. Can you repeat it? Focus Group Facilitator 2: Ah, Yes. What Ive said is too long. How familiar are you to the practice of blogvertising? Respondent 10: Of course as a marketing student we all know that through blogging, we can advertise at a cheap cost by blogging. Its because if you post through blogs, your product will be promoted as well free advertising without spending. So, I am very familiar with that.

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Respondent 9: Maybe to my knowledge regarding, umm..Its about 60% only. Respondent 8: I know what blogvertising is but Im not giving attention to it. Respondent 7: I am very familiar. And if you use blogvertising of course, it will easily spread to many people. Respondent 6: Umm before I was a blogger. So to our group, I have knowledge and inputs on blogvertising. Before, I do blog about my experiences (on a product) or my story. Respondent 5: Same question with them.. I mean same answer with them.. I dont know blogvertising before. Respondent 4: Before honestly speaking I am not aware that what I am reading is already a form of advertising. Unconsciously it was then that Ive realize. I am a member of PMS. And what we blog there are pictures.. Most of the time pictures of different places. And then it is already a form of promoting those places. Respondent 3: I usually dont mind it. Respondent 2: Umm Usually in tumbler, I reblog things and then it will already spread and reached many readers. Respondent 1: I just open them sometimes. Sometimes, I do not open them because Im thinking that they are just only virus. Focus Group Facilitator: Share some of your experiences with blogvertising.

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Respondent 1: Before, somebody gave me a laptop. I have done some researches on the internet about its features and specs so it would be easy for me to use it. Respondent 2: Last month, I prefer to buy a new phone and I have tried to find ayosdito to search whether they have phones with prices lower than the brand new but of good quality so I think, I have experienced it. Respondent 3: We have experienced it before when we have a project and our product then was a laptop. Of course, before we market our product, we have to search for the full specifications and features of a laptop. And few days ago, we have a presentation night, in there, we have search in the internet about cell phones- its features and quality. Respondent 4: In the daily pane, its also a United Kingdom of West Side. I always read it and it becomes my hobby because theres a lot of information about what is happening here in the Philippines and to the different countries. So for me, this website is so informative. Focus Group Facilitator: What comes in your mind when you hear the word blogvertising? Respondent 1: Advertising through blogs. Respondent 2: An easy way to market your product and it is one of marketing strategies. And marketers wouldnt have to pay in some sites that are free. Respondent 3: You wouldnt have to go to the mall or grab some flyers.
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Focus Group Facilitator: What kind of blogvertising titles are interested to you? Give some particular topic that you are interested reading. Respondent 1: Tumblr Respondent 2: Like what Ive said, Id prefer to read about literary works like poems or any finished product produced by the Filipino writers. Respondent 3: Any items. Respondent 4: Gadgets Respondent 5: Daily News to have an idea of what is happening. Aside from it is informative, we can use it for everyday living. Respondent 6: Blogs about online games. Respondent 7: About horoscopes. Respondent 8: Anything I read in the tumblr like advice or some just write what happened today. Respondent 9: Fashion Blogs because I really like it. SHOWN SAMPLES OF BLOGVERTISEMENT

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Focus Group Facilitator: DO YOU THINK INTERESTING BLOGVERTISING TITLES INCREASE BRAND RECALL? Respondent 1: Yes, because the more interesting the title is, the more the people will be interested to read it. Respondent 2: Even if not in blogs, interesting titles contribute a lot. Focus Group Facilitator: DO YOU THINK INTERESTING BLOGVERTISING TITLES INCREASE BRAND RECOGNITION? Respondent 1: Yes, the more interesting the title is, the more they will remember and be known the product. Respondent 2: Especially to those who are just starting business. Respondent 1: Marketers will use blogs to advertise for their product to be wellknown.
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Focus Group Facilitator: HOW INFLUENCING ARE BLOGVERTISING TITLES IN BRAND AWARENESS IN GENERAL? Respondent 1: In a blog, it must contain interesting title because it helps the product to increase such brand awareness and brand recall. Respondent 2: The title must not just be interesting but the product itself is also a factor to consider. Focus Group Facilitator: WHAT KIND OF BLOGVERTISING CONTENT ARE SCAN- FRIENDLY TO YOU? Respondent 1: For me, I just want to see the brief description of the product and then its features. No need to put unnecessary details. Respondent 2: Me too. It must have an image then the description. Respondent 3: It must be brief but contains all the information we need. Respondent 4: It doesnt have to be that long because were just getting some ideas about the product they are introducing or the news that they are posting. Focus Group Facilitator: IS SCAN-FRIENDLY CONTENT HELP IN

INCREASING BRAND RECALL? Respondent 1: Blogvertisements for me is appropriate for the well-known products unlike to those who are just starting. For example, shampoo, if its wellknown, we will just have to scan the bog because we already have idea and we understand every part of it. If its just into the introductory stage, then the

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description would be too long and readers like us will not put so much interest on it. Respondent 2: For me, blogvertisements is for the products into the introductory stage. Respondent 3: I just hate the part when blogvertisements wouldnt include prices of products. Respondent 4: Yes, and you will just know the price when you call them but there are also some that includes the price. Respondent 5: Short description blogs are more noticeable than longer ones. Focus Group Facilitator: IS SCAN-FRIENDLY CONTENT HELP IN

INCREASING BRAND RECOGNITION? Respondent 1: For me, products in the introductory stage are not applicable in blogvertising even if it contains scan-friendly content. If you will just saw that introductory product inly in the Internet, its doubtful for me and its not easy to recognize unlike the products that already build their brand names, blogvertising will be helpful in brand recognition. Respondent 2: I agree with her. Blogvertising help increases brand recognition to the products that are first seen on the television for example. Focus Group Facilitator: HOW INFLUENCIAL ARE SCAN-FRIENDLY CONTENT IN INCREASING BRAND AWARENESS IN GENERAL?

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Respondent 1: Not that influential enough because some websites are just imitation of other products. For example, what if the gadgets advertised in a blog is made in China. Focus Group Facilitator: WHAT KIND OF BLOGVERTISEMENTS HAS ELOQUENCE TO YOU? Respondent 1: Blogvertisements that contain brief description of the product. Sometimes, buyers dont want to read because it takes time. For me, they should only include the image, brief description, features then price. But like what they have said, if its on the introductory stage, it really needs full description. Focus Group Facilitator: IS ELOQUENCE IN BLOGVERTISING HELP IN INCREASING BRAND RECALL? Respondent 1: The more the expressive the blogvertising is, the more consumers are getting familiarized and become aware of the product which helps them to easily recall the product being advertised. Focus Group Facilitator: IS ELOQUENCE IN BLOGVERTISING HELP IN INCREASING BRAND RECOGNITION? Respondent 1: Yes. Consumers like us will easily recognize the product if its well detailed and if it contains the information we need. Focus Group Facilitator: HOW INFLUENCIAL ARE ELOQUENCE IN BLOGVERTISEMENTS HELP IN INCREASING BRAND AWARENESS IN GENERAL?
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Respondent 1: Influential enough especially through friend or family referrals. Respondent 2: Yes, and sometimes, there are blogs that makes effective strategies like the try this strategy. In this, you will be persuading others to buy and share your experience which may also influence them. Focus Group Facilitator: WHAT KIND OF BLOGVERTISEMENTS HAS PERSONAL TOUCH TO YOU? Respondent 1: The one about bible. They send me bible verses daily so I am considering it personal because I can use such in my daily living. Ive joined their website, sign up, and everyday theyve sent my mail. Respondent 2: Daily fashion because I can get ideas on what should I wear, how I should dress and how to look good which helps me improve myself. Respondent 3: Blogs that are about food. For example, they travel into a specific country and then they write blogs about the food specialties of that country and how does it taste. Respondent 4: Blogs about anime like naruto because it is a part of my hobby. Respondent 5: Still, the blogs about literary works because I can relate in some of the stories written in there. Respondent 6: Theres a lot of blogs in tumblr and I enjoy reading the bloggers story, love life, travel and their achievements. And I am really a fan of personal blogs.

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Respondent 7: Recently, I am reading the blog of Liz Uy. In there, she teaches the readers about the good combination of colors and others for which I am getting ideas on what I should wear. She also has a boutique so her blog is also her way of advertising her products. Focus Group Facilitator: IS BLOGS WITH PERSONAL TOUCH HELP IN INCREASING BRAND RECALL? Respondent 1: Yes. Like what Ive said, consumers share of experience s about that kind of specific product or service are of great factor in influencing others which sometimes result in brand recall. Respondent 2: It helps and it is influential especially when somebody who avail that product or service post their pictures with the product, the receipt and other proof. Focus Group Facilitator: WHAT KIND OF BLOGVERTISEMENTS HAS INFORMATION RATHER THAN PROMOTION? Respondent 4: The brands that are launching new products for example gadgets. Before they introduce that kind of gadget, it takes a month or a year before they release the information needed about the specific gadget or product which also includes its features. After that, they just promote the product the time it was launched. Respondent 10: Information is more important than promotion in such sites because its a need for a consumer to have an idea about that product. I have

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observed that in news program. For example, GMA news, information is a requirement rather than to promote the GMA news itself. Focus Group Facilitator: IS INFORMATION RATHER THAN PROMOTION IN BLOGVERTISING HELP IN INCREASING BRAND RECALL? BRAND

RECOGNITION? BRAND AWARENESS IN GENERAL? Respondent 4: Very important because there comes a time when the blogger himself doesnt include necessary inform ation so readers can ask questions through the comment box and gets the information needed. Respondent 10: Yes, aside that the reader gets the information needed, the blogger can also answer such questions. Respondent 8: Definitely, because here in marketing, feedbacks are very important. Respondent 10: Lots of questions are important because the bloggers get feedback and the reader gets information. Focus Group Facilitator: DOES CONVERSATION THROUGH COMMENTING HELP IN INCREASING BRAND RECALL? BRAND RECOGNITION? AND BRAND AWARENESS IN GENERAL? Respondent 7: In brand recognition, the more the comments are, the more the product or brand itself is recognized. Focus Group Facilitator: WHICH OF ALL THE CHARACTERISTICS IS THE MOST INFLUENTIAL? WHY?
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Respondent 4: For me, its personal touch. Respondent 9: I agree with that because in personal touch, we are able to relate ourselves. Respondent 8: For me, its information rather than promotion. Respondent 7: For me, its also personal touch because we are more interested to read blogs that we can relate ourselves. Respondent 4: And in blogs with personal touch also includes information. Respondent 2: Personal touch. Respondent 1: I would go with conversation through commenting. PART TWO National College of Science and Technology Part I. Preliminary Questions 1. Approximately how often do you use your internet at home? Respondent1: I usually use internet at home for at least 4-5 hours a day. Respondent2: I use internet at home usually after class for about 3 hours. Respondent3: I use internet 4 times a week, maximum of 4 hours. Respondent4: Everyday, I use the internet at home for 3 hours only. Respondent5: For me, I only use internet for 1 hour and 30 minutes. Respondent6: I use internet 7 hours a day. 2. How often do you read blogs?

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Respondent1: Im not really a blog reader but sometimes I wonder how does it feel to read one. Sometimes, I think I have read blog accidentally because of the pop-up windows which they say are blogs. Respondent2: It depends, because sometimes it just appears on the internet. Respondent3: It depends upon the topic if it is interesting or not. 3. What kind of blogs do you read? Respondent1: I read blogs when it only talks about or if it is related to my course because of the given info from that blog. Respondent2: It depends, sometimes if it is interesting I just lend my time on reading it, for example are the blogs that are related to sports. 4. How familiar are you with the practice of blogvertising or advertising using blogs? Respondent1: Im not that familiar, but I know that it is one of the strategies of the companies Respondent2: For me, it is related to networking. They use internet to market products. 5. What is the first thing that comes to your mind when you think about blogvertising? Respondent1: For me, it is in internet that is used to advertise different products. Respondent2: Me, its not only about advertising products but it is also a guide that provides various informations.

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Respondent3: Blogvertising, when it comes to my mind I always thought of different citations Part II. Questions Pertaining to Interesting Titles 1. What kinds of blogvertising titles are interesting to you? Respondent1: For me, the title that is interesting to me is bartending maybe because it is related to my course. Respondent2: For me its the titles that are all about fashion. Respondent3: Me, I want titles that are related to my course and sometimes titles that is related to love. Respondent4: I like titles that are related to music, any type of genre. 2. Do interesting blogvertising titles help in increasing brand recall? Why? Respondent1: Of course, because when you read a blog of that certain product that you want, you can know more about that product. You can know more features of it, for example gadgets, it helps you to get more info. Respondent2: Yes, because it adds more knowledge to us. Respondent3: Same, it really helps us a lot because it adds more knowledge. Respondent4: Yes, because I can get more info about this certain matter or in this certain product. Respondent5: yes, because it can catch up more buyers. 3. Do interesting blogvertising titles help in increasing brand recognition? Why? Respondent1: Yes, especially when it is catchy.

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Respondent2: Yes, because as I read a blog, and I get to encounter that matter or that product all you remember is that from what you have read in that blog especially when you really in to it. Respondent3: For me it depends to the person who is reading the blogs especially when that person is interested to that topic. Respondent4: When the title is interesting it helps a lot in brand recall. 4. How influential are interesting blogvertising titles in creating brand awareness in general? Respondent1: It helps a lot because when you are endorsing a product other buyers will be curious about the title. Respondent2: It is very useful in creating brand awareness because of what you have read in that blog, especially when it is catchy.

Part III. Questions Pertaining to Scan-Friendly Content 1. What kind of blogvertisement content is scan-friendly to you? Respondent1: I prefer blogs that are short but full of meaning/information. Respondent2: For me, I wanted blog that have clear informations. Respondent3: Short blogs that has full of info. Respondent4: I want a long blog so you can have enough time to think over for some more ideas. Respondent5: Me, I want a summarized blog something that has a direct to the point infos.

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Respondent6: It depends, because for me, it is not about how long or short the blog is but for what information it has. Respondent: Blogs that has clear informations will do. 2. Do scan-friendly content blogvertisement help in increasing brand recall? Why? Respondent1: I think, sometimes scan-friendly content blogvertisement cant help increase brand recall because of its short information. Respondent2: Yes, because if you really understand what the blog is about when you heard that product you can really remember it. Respondent3: As for what I know in scan-friendly content it only have a few information that is why it only focuses in the interesting part.

3. Do

scan-friendly

content

blogvertisement

help

in

increasing

brand

recognition? Why? Respondent1: Yes, because everything that you read in that blog stays in your knowledge especially when you read it very well. Respondent2: For me, it helps to increase brand recognition especially when your blog is catchy and very interesting. 4. How influential are scan-friendly content blogvertisement in creating brand awareness in general? Respondent1: I think it helps a lot in creating brand awareness in general because of it has positive informations.

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Respondent2: Same thing of what he said a while ago, it helps a lot because of its positivity and from the reviews of others it helps a lot in getting more information about that certain product. Part IV. Questions Pertaining to Personal Touch 1. What kind of blogvertisement has personal touch for you? Respondent1: For me its the blogs for fashion. Respondent2: Me, I think it is in bartending and in sports such as biking, skateboarding etc. Respondent3: Mine are blogs that is all about music in any genre. Respondent4: Same thing, music, because it is my way of expressing myself as a performer. Respondent5: For me, I like blog advertisement that is about sports that has different practices. Respondent6: I like blog advertisement that is about cooking with different strategies. 2. Does personal touch in blogvertisement help in increasing brand recall? Why? Respondent1: Yes, it helps a lot especially when you have used that product and when you are really interested about it. Respondent2: Yes because even if it has no personal touch it can also help. 3. Does personal touch in blogvertisement help in increasing brand recognition? Why? Respondent1: Yes, because you advertise it.

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Respondent2: Yes, because of its popularity. Respondent3: For me, yes, because when you are checking the blog, I mean, through marketing. 4. How influential is personal touch in blogvertisement in creating brand awareness in general? Respondent1: It helps a lot in blogvertisements because in personal touch you seem to be more interested of what you are reading. Respondent2: As he said, it helps a lot in creating brand awareness in general because you already spread the word to others to what you have read. Part VII. Questions Pertaining to Conversation through Commenting 1. How significant is blogvertising conversation through commenting to you? Respondent1: For me it is very important, for example, it is like making an interaction through comments and at the same time gives additional information. Certain people have a negative comment like - Why? What? Respondent2: For me, bloggers have different comments like their problems with a certain product. They are making innovation and comparison. They already have an idea or knowledge about the product. And soon they will spread it to other bloggers and readers. 2. Does conversation through commenting in a blogvertisement help in increasing brand recall and brand recognition? Why? Respondent1: Most of the comment of the people is about their perception about the product and their positive or negative side, if the product is good

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then others will give feedback on the item which is positive, even if the product got a negative comment, the people will still remember it. But if it is positive it will have more buyers.

Part VIII. CONCLUSION 1. Which of the following characteristic (interesting titles, scan-friendly content, eloquence, personal touch, information, conversation through commenting) is the most influential in creating brand awareness? Respondent1: I think all of these characteristics are influential because without this you wont be able to get different ideas to that certain product. Respondent2: For me, It depends in the blog, if what is the subject of that certain product, if what is the most needed information like in gadgets these are products that really has to come up with all of this characteristics. Respondent3: I dont really know because all of this characteristics is needed in influencing for creating brand awareness. I think they are all the same. Respondent4: Personal touch because if you wanted that product then you can relate to that certain product, Respondent2: Information and promotion, they should go together to know more about the blogvertisement. Promotion will always follow. Respondent3: For me it is information, like for example in OctoberFest and Tanduay Rock fest youll know that particular event because of information

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that you got. They spread the information by using blogvertisement and other forms of advertisements. Respondent4: For me, the titles are important because thats the first thing that the people may see or most likely when the title is catchy. Thats all.

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BIBLIOGRAPHY

The WordsManShip CEO (2011, November 6). Characteristic of a New Blog: Tips for New Blogger. Retrieved August 1, 2012, from http://www.thewordsmanship.com/2011/11/06/characteristics-of-a-good-blog-tipsfor-the-new-blogger/

Hasan, Subhani, and Osman (2012). What affects most to the recall and recognition of brand symbols? Retrieved August 1, 2012, from http://ideas.repec.org/p/pra/mprapa/39098.html

Gattiker, Urs E. Blog Conversation. (n.d). Retrieved August 1, 2012, from http://howto.commetrics.com/database/basics/blog-url/blog/

Wienberg, Tamar (2010). 11 Characteristic of Highly Influential Blogs. Retrieved August 1, 2012, from http://www.techipedia.com/2010/influential-bloggers-traits/

Asia Market Research. Brand Recall. (n.d.). Retrieved August 1, 2012, from http://www.asiamarketresearch.com/glossary/brand-recall.htm

Asia Market Research. Brand Recognition. (n.d.). Retrieved August 1, 2012, from http://www.asiamarketresearch.com/glossary/brand-recognition.htm

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