Chapter I

THE PROBLEM AND ITS BACKGROUND

Introduction

Readers and viewers must know the background or feedback of

advertising and why it still exists till present.

Archaeologists have found evidence of advertising dating back to the

3000s BC, among the Babylonians. One of the first known methods of

advertising was the outdoor display, usually an eye-catching sign painted

on the wall of a building. Archaeologists have uncovered many such signs,

notably in the ruins of ancient Rome and Pompeii.

The tone of the advertising was also changing. No longer did advertising

simply present the product benefit. Instead it began to create a product

image.

In the book of Advertising by Julita Gomez and Lilia Arante,

advertising is a powerful communication force and a potent marketing tool

in helping sell goods, services, images, and ideas through channels of

information and persuasion. Although advertising can influence behavior

patterns, there are also some deep rooted attitudes, practices, and values

that cannot be advertise.

1
 The book of Fundamentals to Strategies by Michael L.

Rothschild states that advertising was the most fun you can have with

your clothes on. The feeling behind this statement represents those of

many people in advertising. If it is necessary to work, for a living, then we

might as well do something enjoyable; creating and managing advertising

and promotion is fun. It’s challenging. It’s hardwork. It’s stimulating. And

it’s never boring. Creating and managing the advertising and promotions

processes are immensely challenging tasks whether they are done from

the perspective of the advertising agency, manufacturers or retailers.

. Advertising can have adverse effects on the minds of the people

who see it. It strikes anywhere; there are many ways to be applied such as

television, newspaper, and radio. Aside from media it can be billboards

that can be seen along the highways, internet ads which can be seen in

the computer in order to be an instant transaction. In an advertisement the

company is showing only the advantages of its products or services. They

must take note that advertising is a paid communication about goods and

services, ideas or institutions through mass media design to inform or

influence one or more people in accordance with the intent of the

advertiser. To have successful advertising strategies you need to promote

your services and products well. Advertising is of great importance in our

world of competition. It is important for both buyer and seller. Even the

2
government cannot do without it. Advertisement tells about qualities of

each brand and we can easily select. Government can very profitably

advertise its schemes and policies. It is through advertisement that we

come to know of new service jobs. Qualified people apply for them and get

adjusted in life. Advertisement is a dependable and effective means of

expanding education and of bringing students to educational institutions.

Advertising can also be harmful especially to the people who watch and

listen to it. When advertisement misstates qualities of their products, they

misguide public.

Many experts believe that advertising has important economic and

social benefits. However, advertising also has its critics who say that some

advertising is deceptive or encourages an excessively materialistic culture

or reinforces harmful stereotypes.

It was a social impact since Advertising can have wide-ranging

repercussions on a society. Some critics suggest that advertising

promotes a materialistic way of life by leading people to believe that

happiness is achieved by purchasing products. Advertising has a major

social impact by helping sustain mass communications media and making

them relatively inexpensive, if not free, to the public. The political impact of

advertising a major component of political campaigns and therefore has a

big influence on the democratic process itself. Political advertising enables

3
candidates to convey their positions on important issues and to acquaint

voters with their accomplishments and personalities.

The researchers choose this topic to find out how advertising

affects job seekers especially the graduating students. Advertising is a

system of informing, persuading and attracting people to buy a product or

render services.

4
CONCEPTUAL FRAMEWORK

5
STATEMENT OF THE PROBLEM

The study aims to determine the impact of advertisement of a company

to the graduating students of PUP-Taguig in finding their future jobs.

Specifically, it seeks to answer the following questions:

1. What is the demographic profile of the graduating students of PUP-

Taguig as to:

a. Age

b. Gender

c. Educational Attainment (Major Course)

d. Status

2. What is the profile of the respondents in a company within Taguig

City as to:

a. Company Name

b. Position

3. What are the most used advertisement of company?

3.1 Televisions and Commercials

3.2 Radio Announcements

6
 3.3 Newspaper, Flyers,

3.4 Internet Endorsements

4. To what extent does advertising affects the decisions of the

respondents for choosing an advertisement?

a. AD Presentation

b. AD Attraction and Focus

c. AD Knowledge and Information

d. Popularity of Company Name

5. What will be the possible outcomes to the company if they get their

target number through advertising?

6. What will be the possible outcomes to the company if they not get

their target number through advertising?

7. What are impacts of advertisement of a company to the graduating

students?

7
SCOPE AND LIMITATION OF THE STUDY

First, the respondents of this study are the selected

graduating students of PUP-Taguig and companies in Taguig. The

estimated numbers of respondents by the researchers are 100

graduating students and 10 companies from Taguig City. The

researchers choose the participation of the graduating students

because they are much higher concern about the advertisement

particularly when they find job. Companies are the subject of the

advertisement, who advertises the job openings to facilitate. Second,

8
all the data through the respondents will be collected only around

Taguig City.

The study will focus on the answers provided by randomly

selected respondents on the questionnaire. Thus, it is limited to the

results of the survey and some information literatures and research

studies made abroad that will be cited and reviewed. Any other further

questions on the results of the survey can be done in future studies

and research.

SIGNIFICANCE OF THE STUDY

The purpose of this research will be beneficial to the following:

To the Advertising companies, the one that is more affected about

this study. It will help them to be more creative and to develop their

strategies in doing advertisement. They will be knowledgeable about why

the jobseekers are fascinated in that particular advertisement. It will

enable them to make appropriate decision on the specific advertising

media to be utilized in advertising and producing their job offers/ job

vacancies. With the info-provided on the specific programs preferences of

9
applicants on TV and radio and with the info on the specific section of the

newspaper and magazines frequently read by applicants, the advertising

companies will be able to effectively hit the target market by placing

advertising and promotions right on their preferred TV Programs and the

most read newspaper and magazine section.

To the graduating students, which is the primarily respondents of

the study. It will help them also to know on what particular advertisement

they would choose. It will able them to select a company they assure to

have a good work.

DEFINITION OF TERMS

ADVERTISING

- It is a public promotion of something such as a product, service,

business or event in order to attract or increase interest on it.

GRADUATING STUDENTS

- Somebody who has a finished and completed study in college. A

person who has obtained a degree or diploma in college.

- Anybody who sustain to have a future career or profession in the

future.

HUMAN RESOURCES

10
 - A field of business concerned with recruiting and managing
employees.

MARKETING

- It is the business activity of presenting products or services in such

a way as to make them desirable.

RECRUITMENT

- A process of finding and searching an employee with the right job

description to fill the company’s vacant position.

Chapter 2

REVIEW OF RELATED LITERATURE

Conceptual Literature

Most of the research about advertisement we have seen is about

the products that company is selling with and how it may affect the

consumers. Through the help of different media, it is easier to the

company to deliver their advertisement to the consumer. The below

11
statement are some of the research we have seen on the internet and

from the books.

LOCAL LITERATURE

Advertisings a powerful communication force and a potent

marketing tool in helping sell goods, services, images, and ideas through

channels of information and persuasion. It aids the manufacturers,

wholesalers, and retailers in the process of marketing commodities to a

greater number of customers. It touches and influences the lives of

practically every man, woman, and child.

Although advertising can influence buying behavior patterns, there

are also some deep rooted attitudes, practices, and values that cannot by

advertisement. Advertising is claimed to accomplish the four basic tasks of

informing, persuading, reminding and changing behavior. As a part of the

total marketing mix, it has been an important tool in moving both tangible

and intangible products. It supplements all other promotional effects of

sales promotion, merchandising, publicity, public relations and personal

selling.

FOREIGN LITERATURE

12
 Advertising is a paid message that appears in the mass media for

the purpose of informing or persuading people about particular products,

services, beliefs or actions.

Functions of advertising are to have awareness and knowledge,

relate information or ideas; liking and preferences, to have to do with

favorable attitudes or feelings toward the product; and conviction and

purchase, are to produce action- acquisition of the service/ product.

LOCAL STUDIES

Companies used to spend millions of millions on their marketing

and advertising budgets. The line of thinking was that advertisements that

was seen more often and reached more consumers were more likely to

build brand awareness among consumers, and brand awareness would

eventually equate to a bigger share of the market.

Product-driven advertisements no longer work today. This is the

age of individual where consumers are only interested in what can satisfy

their needs and wants.

The business world in the 70s and 80s was one-size-fits all. A

company designs a product, manufacturers it rolls it out for peddling to the

13
public. The company hires an advertising agency, which then designs an a

for the product.

FOREIGN STUDY

As highlighted throughout this report, a number of economic,

demographic and attitudinal issues have increased the challenge of

recruitment and retention for military organizations in NATO countries.

The impact of advertising and marketing can be related to the various

elements of the models of recruitment and turnover developed as a result

of the work conducted by this NATO task group and presented in this

report.

Advertising and Marketing will have an impact on a potential

recruit’s perception, knowledge and understanding of the job and

attributes of the organization. In terms of recruitment this will influence the

individual’s perception of how well they will ‘fit’ within the organization and

thus affect the attractiveness of the organization and the individual’s

subsequent job pursuit intentions. Once an individual has joined an

organization how accurate these perceptions were may influence; their

transition into the organization, their fit with the organization, their levels of

job satisfaction and ultimately their level of commitment to it and thus,

14
whether the organization can retain them or they decide to voluntarily

leave.

As advertising and marketing can have such an impact on

recruitment and retention, organizations should ensure that these activities

are conducted to the optimum affect. This chapter reviews the research in

these areas and makes practical recommendations for military

organizations to consider. These include:

Consideration of organizational branding;

Publicity should be used in conjunction with other recruitment activities;

both low and high involvement advertising and marketing strategies

should be used;

Advertising and marketing material needs to convey clear

information about the range of opportunities available within military

organizations and the range of entry standards.

Advertising and Marketing and recruiters should reflect a realistic

picture of military life; any recruitment campaign should ideally be aligned

to either a competency model or a set of core military values.

Another example of creative advertising is the UK’s radio campaign

for the Territorial Army (TA).

15
 Six advertisements illustrate the specialist areas within the TA, and

then use a dialogue between a member of the regular Army and a

member of the TA to challenge the listener to figure out which is which,

leaving the listener realizing there is very little difference. The campaign

also aimed to increase the response by the fact that a texting response

mechanism supplemented the usual website call to action.

The Spanish have highlighted the changing focus of the military

from war-fighting to peace-keeping in their marketing campaigns.i

SYNTHESIS

The similarities between the researchers’ study is that, these

studies found similar in terms of the functions of advertising which is to

inform and as well as to persuade. The most advertising medium used by

the people are television, ads, and internet.

On the contrast with this, their differences were established by the

researchers. Is that most of the studies focus on the advertisement of the

16
product, while the researchers’ study is all about the advertising of the

companies on their recruitment process in terms of their job offers. The

researchers were looking for advertising on the contrary, on the

advertising to attract future jobseeker.

Chapter 3

METHODOLOGY

Research Design

The researchers used the descriptive type of research, where in

descriptive method of research is used to obtain information concerning

the current status of the phenomena to describe "what exists" with respect

17
to variables or conditions in a situation. The methods involved range from

the survey which describes the status quo, the correlation study which

investigates the relationship between variables, to developmental studies

which seek to determine changes over time.

This study was made to understand the impact of advertising of a

company to the decision of graduating students. The researchers select

the respondents accordingly because they are the major individual that is

affected when advertising for recruitment is mentioned. They gathered the

data through providing a survey to those respondents.

Population and Sampling

This research is conducted on the companies within the Taguig City only.

The researchers used random sampling in their study in choosing the

respondents. Business students which taking up the major of Human

Resources and Marketing management of PUP-Taguig were one of the

researcher’s respondents too.

-+

n2
18
. n1
N
 N= represents the estimated number of students in PUP-Taguig

n1= represents the number of Business Students in PUP-Taguig

n2= represents the number of respondents the researcher’s gathered from

the 2 majors of business courses in PUP-Taguig which were the

graduating students

n1
N= corresponds to the total number of companies in
the Philippines
N
n1= corresponds to the number of companies within
Taguig City

n2= corresponds to the number of companies which

the researchers choose from the companies within Taguig
City that advertise in order to fill the vacant jobs in their
company.

Respondents of the Study

19
 Generally, the respondents of this study are the graduating

students of PUP-Taguig and the companies within Taguig City.

The researchers choose the students of Business Administration which

have the majors in Human Resource Development Management and

Marketing Management. Because in the future, they will work on a

company, that they will be the possible person in that particular field.

In regards to the companies, which are consists of 10 companies within

Taguig City. They should be in the Marketing Department or Human

Resource Department because it’s their line of work.

Research Instruments

The researchers used the self-formulated or the self-made survey

questionnaire. This kind of questionnaire is prepared by the researchers

with the consents of the persons who check the validity and reliability of

their survey questionnaires. They revise the questionnaire as

recommended by those people which the researchers identify as their

consultants. The results of survey serves as the basis in the developing

the recommendations geared towards the graduating students and the

20
companies that advertise their job vacancies. Other research paper

related to advertising and promotional activities was also reviewed.

The survey questionnaire was used is divided into two parts. The

part 1 is the demographic data to determine the profiles of the

respondents of the study. The part 2 involves the decisions or opinions of

the respondents on the given questions associated with advertising of a

company.

The questions was developed based on the extensive readings,

researchers, observations and experience as an applicant itself during the

researcher’s internship/on-the-job-training. The items were classified

according to specific areas that would generate data needed for the study.

Validation of the Instrument

The researchers choose selected people to check the validity and

reliability of their survey questionnaire for the assurance and consistency

of some used words and grammar, that researcher’s utilized to make a

questionnaire.

Mervin Arano, a high school teacher, Marivic R. Matsumura, one of

the faculties of San Sebastian College-Laguna. And Mr. Arlan Arevalo,a

21
Warehouse Supervisor in Designs Ligna Inc. and a graduate of

Commerce.

The researchers sent the survey questionnaires to them through e-

mail which is distributed accordingly. They revise and improve our survey.

They also indicate where part of the survey, the researchers should review

its words used and the questions to be asked. The researchers change

some of the questions and utilize it for the betterment of our survey

questionnaire. After the researchers examine the survey, they come up to

the final survey questionnaire.

Data-Gathering Procedure

After the researchers validated and test the reliability of their survey

questionnaire, the researchers conducted the survey to the Human

Resources and Marketing Management students of PUP-Taguig and also

to the designated companies within Taguig City.

22
 On the part of the students of PUP-Taguig, the researchers request

their consent to answer the questionnaires. Next, the researchers gather

the questionnaire and then tally them on their record.

The ten selected companies of the researchers were also

conducted a survey questionnaires. These companies are located within

the extent of Taguig City only. Primarily, the researchers call their HR for

the permission to conduct surveys on their employees. Next, they listed 10

possible companies. The researchers went to these companies to

personally provide the survey questionnaires to the employees. Then, the

researchers return to the companies to gather the questionnaires after 3

days. They also record the gathered information on the survey like what

they have done on the students of PUP-Taguig.

After some time, the researchers came up to their final paper,

which prove their study.

Statistical Treatment of Data

Statistical treatment of data is an important aspect of all

experimentation today and a thorough understanding is necessary to

conduct the right experiments with the right inferences from the data

obtained. Therefore if a given sample size is known to be normally

23
distributed, then the statistical treatment of data is made easy for the

researcher as he would already have a lot of back up theory in this aspect.

The researcher used this formula:

And

Where,

N= total respondents

X= number of graduating students (HR and MM)

Xn = total number of students in PUP-Taguig

Y= 10 selected companies

Yn= total number of companies in Taguig City

REFERENCES

Books:

Arante, Lilia B. and Gomez, Julita R., Advertising;

Lane, Ronald and Rusell Thomas, Keepners Advertising

24
 Nylen, David W., Advertising

Rothschild, Michael L. Advertising from Fundamentals to

Strategies

Whealthey, John J. Measuring Advertising Effectiveness

Thesis:

de Guzman, Love Joyce C., Conceptualizing and Designing a

personalized advertising system Philippines Cellular Phones

Users., May 2001

Shaikh, AshFaq Ahmed., Cognitive Influence of Advertising on

Consumers of Textile Products in Pakistan, March 1992

Internet Sites:

http://EzineArticles.com/?expert=Steve_Ong

25
 http://EzineArticles.com/?expert=Joe_Slavin

http://ezinearticles.com/?Advertising-Marketing-Strategies-Can-

Ensure-Successful-Product-Sales&id=4613310

http://www.oppapers.com/essays/Advertising/54889

APPENDICES

Figures

FIGURE 1

26
 A. The ages of the Graduating Students of PUP Taguig

FIGURE 2

B. The number of Male and

Female of the Graduating
Students of PUP Taguig

FIGURE 3

C. The number of Singles and

Married on the Graduating

Students of PUP Taguig

FIGURE 4

27
 A. The ages of the 6 respondents of the companies within Taguig City

FIGURE 5

B. The number of Male and Female of

the 6 respondents of the
companies within Taguig City

FIGURE 6

C. The number of Singles and

Married on the 6 respondents
of the companies within Taguig
City

TABLES

GENDER f %

28
 Male 31 40.79%

Female 45 59.21%

TABLE 1

A. The ages of the Graduating Students of PUP Taguig

AGE f %
18-19 2 2.63%
20-21 68 89.47
%
22 and 6 7.89%
above

TABLE 2

B. The number of Male and Female of the Graduating Students of

PUP Taguig

CIVIL f %
STATUS

single 76 100.00
%

TABLE 3

C. The number of Singles and Married on the Graduating Students of

PUP Taguig

Gender f %
Male 2 33.33
%
Female 4 66.67
%

29
 TABLE 4

A. The ages of the 6 respondents of the companies within Taguig

City

AGE f %

20-29 3 50.00%

30-39 2 33.33%

40-49 1 16.67%

FIGURE 5

B. The number of Male and Female of the 6 respondents of the

companies within Taguig City

CIVIL f %
STATUS
single 4 66.67%

marrie 2 33.33%
d

FIGURE 6

C. The number of Singles and Married on the 6 respondents of the

companies within Taguig City

CURRICULUM VITAE

30
Names: Bereña, Rocelyn M.

Traje, Maria Jessica T.

Zamora, Lily Vic A.

Age: 19 years old

18 years old

19 years old

Date of Birth: June 16, 1991

December 14, 1991

August 14, 1991

Place of Birth: Bagumbayan, Taguig City

Sucat, Muntinlupa City

Bagumbayan, Taguig City

Address: 2965 V.P Cruz St. Purok 5 Lower Bicutan,

Taguig City

Block 5 Lot 5 Purok 6 Creek Site, Sucat, Muntinlupa City

#74 Block 5 K-9 Area Samabana Lower Bicutan, Taguig City

E-mail Address: rhose_lyn016@yahoo.com

silent_jhez_14@yahoo.com

sadies_broom14@yahoo.com

Contact Numbers: +639394649732/ 09176555049

+639106604063

+639293667389/ 09359477554

Religions: Roman Catholic

31
 Roman Catholic

I.F.I

Height: 5’1”

5’4”

5’3”1/2

Weight: 56 lbs.

50 lbs.

53 lbs.

Civil Status: Single

Single

Single

32
 i
-The impact of advertising and marketing on recruitment and retention by Dawn Johansen Ph.D.

Directorate of Army Personnel Strategy (Science), GBR