THE ROLE OF ADVERTISING IN INCREASING SALES

VOLUME IN IBA TOWN CENTER, ZONE 1 PAULIEN,

IBA, ZAMBALES

(A Descriptive Study of Grade 12 Accountancy, Business and Management Students of

Zambales National High School)

Submitted to:

Mrs. Emma Rose Joy M. Mancilla

Inquiries, Investigation and Immersion Teacher

Prepared by:

Agbayani, Maurice G. Dapo, Jelyn Ann D.

Alarma, Cecile Maye T. Rebultan, Mary Ann F.

Baysa, Marlon D. Soriano, Marialyn E.

February 2018
 ABSTRACT

The major aim of this thesis was to demonstrate the impact of advertising on the

sales and profit of business organizations taking the Iba Town Center at Zone 1 Paulien,

Iba, Zambales as the case.

Longe (2001) defined advertising as any personal paid form of non-personal

communication which is directed to the consumers or target audiences through various

media in order to present and promote a product, services, and idea.

Good advertising requires competent firms to enable it thrive in the ever dynamic

and competitive business environment.

It is therefore imperative that businesses are directly involved to be carefully

selected and positioned to ensure continuous success.

In recognizing the role advertising can play a growing number of businesses have

embarked on a nationwide advertising campaign.

At the completion of this thesis, the impact of advertising at Iba Town Center was

clearly defined and it should have becoming a continuous practice for Iba Town Center.
 ACKNOWLEDGEMENT

The researchers wish to acknowledge sincere appreciation for the support and

assistance of the following, without whom this study would not have been realized. First,

we would like to thank our Almighty God for giving us wisdom, strength and for guiding

us in all our ways.

To Mrs. Emma Rose Joy M. Mancilla, our Inquiries, Investigations and Immersion

Subject Teacher, and to Mrs. Erly Joy Pablo-Mora, our Practical Research 1 and 2 Teacher,

for their constructive criticisms and challenges which eventually led to the final completion

of the study, for helping us to make this happen.

To our parents, Mr. James Agbayani and Mrs. Grace Agbayani, Mr. Herminio

Rebultan and Mrs. Merly Rebultan, Mrs. Thelma Baysa, Mrs. Marilyn Soriano and Mr.

Rey Soriano, Mr. Ricardo Dapo and Mrs. Merlita Dapo, and Mr. Romualdo Alarma and

Mrs. Maria Cecilia Alarma, for helping and giving us counsel, financial assistance and for

giving us the spiritual advice to ask guide and help from our Almighty God.

To our respondents in this study, who give their answers to solve our research

problem, to our Principal, Dr. Felita C. Pulido, for giving us permission to conduct our

research outside the school. To all of our teachers, friends and the whole Grade 12

Accountancy, Business and Management classmates who also give us strength and support

in fulfilling this kind of study.

To God be the Glory!

-The Researchers
 CHAPTER I

INTRODUCTION

1.1 Background of the Study

Advertising is any paid form of non-personal communication about an organization

or its product to a target audience through a mass or broadcast medium by an identified

sponsor. To be called advertisement, any promotional activity must be paid.

Advertisement in such a media as print (newspaper, magazines, billboards, flyers)

or broadcast (radio, television) typically consist of pictures, headlines, information about

the product and occasionally a response coupon. Broadcast advertisement, on the other

hand, consists of an audio or video narrative that can range from 15 seconds spots to longer

segments known as infomercials, which generally last 30 to 60 minutes. (Busari 2002) In

the real sense, it is the method used by companies for creating awareness of their products,

as well as making new products known to the new and potential consumers.

More so, advertising as a promotional tool also tends to remind, reassure and

influence the decisions of the consumers because an advertisement itself enlightens,

educates and persuades consumers on their acceptability of the product offering.

This thesis however, centers on the role of advertising in increasing the sales

volume of a product. This work will shed light on how advertising can really affect a

consumer’s buying decision in Iba Town Center, Iba, Zambales and how successful

advertising can keep businesses going even in the midst of a tough competition.
1.2 Significance of the Study

Product advertising is one of the vital tools used by businesses to promote the sale

of their products. Its importance in creating immediate impact on the attitude of the

consumers, as well as in generating demand, cannot be over emphasized. In order not to

deviate from the original intention and motive, the following will therefore outline the

objective, which the thesis intends to achieve. They are as follows:

1. To access the extent to which an advertising program reflects on the sales

volume of a product;

2. To identify the major quality worth and the right advertising; and

3. To get to know the concepts of advertising and its various forms.

This study will help the firms understand the importance of advertising. It will

enable them structure their advertisements and brands to make them more appealing in

order to improve sales and lead to better performance.

Competitors will be able to know or they will be informed on how advertisements

move or help the performance of the business.

Consumers will also be the beneficiary of this study, for them to have knowledge

on how will they consider the advertisement as one of the factors of their buying behavior.

As this study gives a clear insight into how advertisement can influence consumer

behavior, many firms will be encouraged into using advertisements as a tool to market their

products. When firms start making and improving sales and profits, as a result of

advertising, the economy of Iba, Zambales will also improve and boosted, as more income

from tax will accrued to the government of Zambales.

 The findings and recommendations of this study will go a long way in helping firms

to adopt good advertising strategies, and appealing brand designs to help get more

consumers for their products and services.

In addition, consumers will find information contained in this study good enough

to enable them gain insight in the concept of product advertising. Besides they will realize

the need to always listen and or pay attention to adverts in the media because these may

reshape and redefine their buying attitude and decisions.

Finally, other researchers and academicians will derive some gains from the

information content of this study. This will help them carry out further research on the

subject of this study.

1.3 Statement of the Problem

This competitive era of marketing has made many marketing managers in different

business organization, particularly the Iba Town Center at Iba, Zambales, to adopt the use

of advertising as a promotional tool in the sales of their product. Advertising has remained

the major tool in giving information to the market on the introduction of new product. It

also creates awareness for a new product, generates the interest of the populace and the

desired action. The relevant statement of the research work is the role of advertising in

increasing the sales volume.

In particular, this study sought to answer the following questions:

1. What is the profile of the respondents in terms of :

a. Employees

i. Age
 ii. Sex

iii. Civil Status

iv. Designations; and

v. Years spent in the business

b. Customers

i. Age

ii. Sex; and

iii. Civil Status

2. How the sales volume of a particular product increases through the use of

advertising?

3. Is advertising a product significant in the increasing of profitability level of the

company?

1.4 Scope and Limitations of Study

This focuses on the role of advertising in increasing sales volume of the stores in Iba

Town Center at Zone 1 Paulien, Iba, Zambales. In other words, the study focuses on the

strategies of each stores on how they will attract their customers to increase their sales

volume, what type of advertisement they are using and how the advertising affects the

increase of sales volume of the store. The study equally discloses the recommendations

made by the researchers. It involves 334 respondents (113 employees and 221 customers)

that have been observed in the said location, which is the Iba Town Center, Iba, Zambales.

The researchers also used random sampling in selecting their respondents.

 There are several constraints encountered in the process of carrying out this research

work and this includes:

1. Time factor- As students, the process of carrying out this research work is very

exhaustive and it needs special attention for concentration in collecting information.

2. Finance- Carrying out a research work always involves huge financing for gathering

information such as photocopying or materials, printing, internet browsing, transportation,

typing, etc.

3. Personal limitations- Personal time available for recreation, resting and others are

partly occupied by this study to meet up with the time for submission.

4. The method of gathering information as that of a questionnaire- In the respect

to this research work, the problem of validity of answers given which could have been

personally done and not objectively cannot be ruled out.

 CHAPTER II

FRAMEWORK OF THE STUDY

2.1 Review of Related Literature

The economic effects of advertisement expenses have been a much-debated topic

and studied widely different points of time. Verdon et al., while studying the relationship

between advertising and aggregate demand found that advertising have a positive relation

with aggregate demand. However, Ekeland and Gramm analyze the relationship between

advertising expenditure and aggregate consumption but could not establish any positive

relationship between these two. Similarly, Taylor and Weiserbs studied the relationship

between advertising expenditure and aggregate consumption based on Houtakker-Taylor

model and showed that advertising affects aggregate consumption and relationship

between advertising and consumption is not found to be unidirectional but simultaneous.

Another study by Leong et. al using co-integration technique found a strong

positive relationship between advertising expenditure and sales. Similarly, Lee et al., found

that the variables of advertising and sales are not only integrated of same order but also co-

integrated. The results explicated that causal relationship between advertising expenses and

sales works in both directions. Elliot revealed that advertising has a significant positive

effect on food industry sales and this relationship between advertising expenditure and

sales appears to be stable. Kamber found a measurable relationship between advertising

expenditure and sales even after controlling other factors, such as, company size and past

sales growth, etc. Sundarsan evaluated the effectiveness of advertising on sales of small

and large firms, and for multinational corporations. The results showed that advertising has
influenced sales, though its relative effectiveness was not the same for all the categories of

firms.

Advertising is any paid form of non-personal presentation and promotion of ideas,

goods, or services by an identified sponsor (Kotler and Armstrong). There are various

forms of advertising like informative advertising, persuasive advertising, comparison

advertising and reminder advertising. It describes available products and service, corrects

false impressions and builds the profit. When volume goes up profits rises and management

in organizations is made easier.

2.2 Conceptual Framework

Independent Process Dependent

Variable (Input) Variable (Output)
A. Respondents’
Profile in terms of: A. Data Gathering
Procedures
1. Employees
1. Questionnaire
a. Age (Checklist) Role of
Advertising in
b. Sex a. Statistical Increasing Sales
c. Civil Status Instruments Volume in Iba
d. Designation; and Town Center,
i. Frequency and
Zone 1, Iba,
Percentage
e. Years spent in the Zambales
business Distribution

2. Customers ii. Weighted

Mean
a. Age
iii. Likert Scale
b. Sex; and
iv. Variance
c. Civil Status
g
e Figure 1. Paradigm of the study
i. S
e
x
;
a
n
d
ii. C
 The independent variables used in the study include the respondents’ profiles: For

employees, it includes age, sex, civil status, their designations in businesses and years spent

in the business and while for customers, it only includes age, sex and their civil status. It

shows relation of the dependent and independent variable. The process box shows the

different data gathering procedures undertaken by the researchers. This includes

distribution of questionnaires. Tallying the result of the survey were also conducted in

order to gather data that will help answer the research problem stated by the proponents.

There was also some statistical method used to analyze or interpret the data after collecting

it. It includes Likert scale, Frequency and Percentage Distributions, Weighted Mean and

Variance.

Percentage distributions were used to establish the profile of the respondents in

terms of the independent variables stated above. The dependent variables show the

objective of the research which is the role of advertising in increasing sales volume in Iba

Town Center, Zone 1 Paulien, Iba, Zambales. After using the frequency and percentage

distributions, the weighted mean was the next. And after computing the weighted mean of

each questions answers with strongly agree, agree, neutral, disagree, and strongly disagree,

the interpretation was based in the likert scale.

2.3 Research Hypotheses

Based on the research problems, the researchers formulated the following

hypotheses:

Hi: Advertising product has significance in increasing the profitability level of the

company.
 Ho: Advertising product has no significance in increasing the profitability level of

the company.

2.4 Definition of Terms

In order to have a clearer understanding of the study and its concepts, the following

terms are hereby defined operationally:

Advertising. This term refers to any paid form on non-personal presentation of

idea, goods or services by an identified sponsor.

Consumer. The advertisement and products/services are directed to this person.

Here, they are also called buyers of a company’s product.

Electronic Media. These includes radio, television, the internet, etc. that can be

either local or international.

Market. It is usually the strategic location or place where the company’s

consumers/buyers are situated. The market place offers different products/services to

different consumers.

New Media. It is a form of media that are native to computers, computational and

relying on computers for distribution.

Outdoor Media. These cover the use of billboards, signposts, posters, handbills,

etc. in communicating the advertising message to the consumers.

Populace. It refers to who will be the one to respond with the researchers’

questionnaire.
 Producer. This is the organization or firm that provides a product or that delivers

services for consumer consumption.

Product. This can represent anything a consumer acquires or might acquire to meet

a perceived need. The need not necessarily need to be satisfactory. Some product might

satisfy their needs.

Sales. This is the process of selling something such as a product, ideas or services.

It also covers the number of goods or services sold at a given point in time.

Sales Volume. It is the used to measure the amount, usually in cartoons/crates, etc.

of the product being sold at a given point in time. It is the commonly used as well with

products but it could be used within a service company.

Transit Advertisement. A relatively minor volume of the advertisement placed in

or on public buses, taxis, cars and other commercial vehicles.

 CHAPTER III

METHODOLOGY

3.1 Research Design

This study employed the descriptive method of research which involves the

description, recording, analysis, and interpretation of the present nature, composition and

processes of phenomena, fact-finding, with adequate interpretation, and as a positive

purposive process of gathering, analyzing, classifying and tabulating data about prevailing,

conditions, practices, beliefs, processes, trends, and cause effect relationships. Then

making adequate and accurate interpretation about such data (Manuel and Medel, 1976).

The researcher focused on gathering, investigation, and analysis on what kind of

advertisements used by different business and how important advertising is in Iba Town

Center, Iba, Zambales. The researcher did this research in order to identify the role of

advertising in increasing sales volume and to know how this is used in catching the

attention of customers to buy their product or services. The study also covered the view of

the employees and customers of the establishment on how they promote their product or

services in the market.

According to Calmorin (1998), descriptive survey is appropriate wherever the

object or a vane among themselves and one wants to know the extent in the different

condition obtaining among these objects. It signifies the gathering of date regarding present

conditions. A survey is useful in providing the value of facts, focusing attention of the most

important things to be reported. The researchers used the instrument as their measurement

in gathering and collecting data and the respondents may respond on the demographic
variables depending on their personal information. The researchers also employed the use

of questionnaires, observations, and interview in gathering the much-needed information.

3.2 Respondents and Location

A. Respondents

Employees and customers in Iba Town Center took part in this study. Through

them, the researchers will solve the problem on how advertisement helps the business in

increasing sales volume. The total number of stores were 130 and the average customers

were 1000 daily. The researchers used simple random sampling and convenience sampling.

Below are the computations of determining the sample size of this study:

𝑵𝑽 + [𝑺𝒆𝟐 (𝟏 − 𝒑)]
𝑺ṣ =
𝑵𝑺𝒆 + [𝑽^𝟐 𝒑(𝟏 − 𝒑)]

Where: Ss = Sample Size

N = total number of population

V = standard value (2.58)

Se = sampling error (0.01)

P = largest possible proportion (0.50)

For Employees:

Total number of stores in Iba Town Center- 130; 1 representative per store, so:

N = 130

130(2.58) + [(0.01) ² (1−0.50)]

Ss = 130(0.01) + [(2.58) ² (0.50) (1−0.50)]
 335.4 + 0.00005
𝑆𝑠 = 1.30 + 1.6641

335.40005
𝑆𝑠 = 2.9641

Ss= 113.15409399

The sample size taken were 113 employees (1 respondent per store).

For Customers:

Average of total population of customers in Iba Town Center daily- 1000

N = 1000

1000(2.58) + [(0.01)2 (1 − 0.50)]

𝑆𝑠 =
1000(0.01) + [(2.58) ² (0.50) (1 − 0.50)]

2580 + [(0.0001) (0.50)]]

𝑆𝑠 = 10+[6.6564(0.50)(0.50)]

= 2580 + 0.00005
𝑆𝑠 = 10 +1.6641

= 2580.00005
Ss= 11.6641

Ss= 221.19152356

The sample size were 221 customer-respondents.

B. Research Locale

The study was conducted in some stores at Iba Town Center, Zone 1 Paulien, Iba,

Zambales.
3.3 Research Instrument

The questionnaire was the main instrument utilized in data gathering. The

researchers prepared the survey instrument. The questionnaire was designed by the

researchers included all types of advertisement that they are using in promoting or

advertising their products.

The researchers created two questionnaires: one that is addressed for the customers

and the other one is for the employees of the stores. The questionnaire consisted of two

parts: Part I aimed to gather information on the employees’ personal data (name, which is

optional, age, sex, civil status, designation in the business, and years spent in the business)

and consumers’ personal data such as his name, civil status, age and sex. Part II aimed to

gather data regarding to our topic: the role of advertising in increasing sales volume. The

researcher made use of a checklist with the options of all types of advertisement and rating

scale: 5 for Strongly Agree, 4 for Agree, 3 for Neutral, 2 for Disagree and 1 for Strongly

Disagree.

3.4 Data Collection

Having found that the questionnaire is valid and reliable, the researchers proceeds

to ask permission and approval from heads of Iba Town Center, Iba, Zambales where the

subjects are employed. After the approval of these officials, the researchers administered

the questionnaires. They administered some questionnaires to the customers of Iba Town

Center and also to some of the employees of the said vicinity.

Researchers also provided handouts and hardcopies of their research to every

member who created this research and to their research instructor from different references
such as books, internet, unpublished thesis and dissertations, and other references that is

related to the topic of the research which is essential on their analysis.

3.5 Data Analysis

To interpret the data effectively, the researcher employed the following statistical

treatment:

1. Frequency and Percentage Distribution. This was employed to determine the

frequency counts and percentage distribution of personal related variables of the

respondents using the formula:

𝒇
𝑷= 𝒙 𝟏𝟎𝟎
𝒏

where: P = Percentage or %

f = Frequency

N = Total Number of Respondents

2. Weighted Mean. This was utilized to determine the average of the perceptions

of the respondents in the study which includes the following criteria: (1) Strongly Disagree,

(2) Disagree, (3) Undecided, (4) Agree, (5) Strongly Disagree. The formula is:

∑𝒇(𝒙)
𝑿𝒘 =
𝒏

where: Xw = weighted mean

∑f(x) = summation of the product of x and f

x = weight of each portion

 f = frequency

n = no. of respondents

3. Likert Scale

Assigned Value Weighted Points Interpretation

5 4.20-5.00 Strongly Agree

4 3.40-4.19 Agree

3 2.60-3.39 Neutral

2 1.80-2.59 Disagree

1 1.00-1.79 Strongly Disagree

4. Variance. This will be utilized to determine the variance on the responses of the

respondents using the formula:

∑(𝑿−𝑿𝒘)𝟐
𝒔𝟐 = (𝒏−𝟏)

where: s² = variance

∑(X-Xw)² = sum of squares of the difference of each raw score from Xw

n = total number of respondents

n – 1 = degrees of freedom
 CHAPTER 4

RESULTS AND DISCUSSION

The main objective of this chapter is to analyze, interpret and present the data that

was obtained from the findings. A total of 221 questionnaires for Customer-Respondents

and 113 questionnaires for Employee-Respondents were sent out and all of them were fully

answered and returned.

FREQUENCY AND PERCENTAGE DISTRIBUTION

1. CUSTOMERS

1.1 PERSONAL INFORMATION

“Distribution of Customer-Respondents as to Age”

Age Frequency Percentage % Rank

36 and above 32 14.48 3

25 to 35 years 40 18.10 2

15 to 24 years 149 67.42 1

Total 221 100.0

Table 1. Customer-Respondents’ Distribution of Age

It can be seen in the above analysis (Table 1) that 15 to 24 years was the age of

67.42% of the respondent (149 respondents), age group 25 to 35 years formed 18.10% (40

respondents) and 36 years and above were 14.48% (32) of the respondents. Most of the

respondents in terms of age were the age bracket 15 to 24 years old.

 “Sex of Respondents”

Sex Frequency Percentage % Rank

Male 96 43.44 2

Female 125 56.56 1

Total 221 100.0

Table 2. Sex of Respondents

The above analysis (Table 2) indicates that of the respondents who filled and

returned the questionnaires, males were 43.44% (96 respondents) and females were

56.56% (125 respondents). Most of the respondents in terms of sex were female.

“Civil Status of Respondents”

Civil Status Frequency Percentage % Rank

Single 158 71.49 1

Married 50 22.62 2

Annulled 6 2.72 3

Legally Separated 4 1.81 4

Widow 3 1.36 5

Total 221 100.0

Table 3. Civil Status of Respondents

Table 3 indicates the civil status of the respondents. 158 of respondents (71.49%)

were single, 50 cases (22.62%) were married, 6 respondents (2.72%) were annulled, 4 are

legally separated (1.81%) and 3 cases (1.36%) were widow. Most of the respondents in

terms of civil status were single.

 1.2 FACTUAL ANSWERS GIVEN BY RESPONDENTS’ TABLE

Question 1: What is the most accessible advertising tool for you?

Advertisements Frequency Percentage % Rank

Newspaper 12 5.43 4

Magazines 0 0.00 6

TV Commercials 94 42.53 1

Radio Commercials 0 0.00 6

Flyers 27 12.22 3

Direct Mail 0 0.00 6

Social Media 78 35.29 2

Billboards/Posters 10 4.53 5

Total 221 100.0

Table 4. Accessible Advertising tool (Customers’ Point of view)

As the table shows the data, the most accessible tool for customers is the television

commercials (42.53%). 94 respondents answered TV commercials, 12 answered

newspaper (5.43%), 27 answered flyers (12.22%), 78 respondents answered social media

(35.29%), 10 answered billboards or posters (4.53%) and no one answered for radio

commercials, direct mail and magazine as the most accessible advertising tool.
 Question 2: What type of Advertisement do you like?

Advertisements Frequency Percentage % Rank

Newspaper 5 2.26 5

Magazines 4 1.81 6

TV Commercials 110 49.78 1

Radio Commercials 0 0.00 7

Flyers 21 9.50 3

Direct Mail 0 0.00 7

Social Media 62 28.05 2

Billboards/Posters 19 8.60 4

Total 221 100.0

Table 5. Preferred type of Advertisement of Customers

The most preferred type of advertisement by customers were the television

commercials (49.78%). 110 respondents answered TV commercials, 5 answered

newspaper (2.26%), 21 answered flyers (9.50%), 62 respondents answered social media

(28.05%), 19 answered billboards or posters (8.60%), 4 answered magazines (1.81%) and

no one answered for radio commercials and direct mail as the most preferred type of

advertisement for customers.

 Question 3: What type of Advertisement do you usually see/hear?
Advertisements Frequency Percentage % Rank

Newspaper 1 0.45 6

Magazines 4 1.81 5

TV Commercials 102 46.16 1

Radio Commercials 1 0.45 6

Flyers 27 12.22 3

Direct Mail 0 0.00 7

Social Media 66 29.86 2

Billboards/Posters 20 9.05 4

Total 221 100.0

Table 6. Advertisement that customers usually see/hear

As the table shows the data, the advertisement that customers usually see is the

television commercials (46.16%) 102 respondents. 1 respondent answered newspaper

(0.45%), also, 1 respondent answered radio commercials (0.45%), 4 answered magazines

(1.81%) 27 answered flyers (12.22%), 66 respondents answered social media (29.86%), 20

answered billboards or posters (9.05%) and no one answered for direct mail.

1.3 DEGREE OF RESPONSE’S TABLE

Question 1: Advertising is one of the factors that can affect my buying behavior.

Variable Frequency Percentage % Rank

Strongly Agree 129 58.37 1

Agree 71 32.13 2
 Neutral 13 5.88 3

Disagree 2 0.91 5

Strongly Disagree 6 2.71 4

Total 221 100.0

Table 7. Factor of Advertisement on Consumer Buying Attitude

In the above table (Table 7), 58.37% of the respondents strongly agreed, 32.13%

agreed, 5.88% answered neutral, 0.91% said they disagreed, and 2.71% strongly disagreed

that advertising is one of the factors that can affect the consumers’ buying behavior. Most

of the respondents answered strongly agree.

Question 2: I consider the styles, formats and designs of an advertisement.

Variable Frequency Percentage % Rank

Strongly Agree 97 43.89 1

Agree 91 41.18 2

Neutral 26 11.76 3

Disagree 5 2.26 4

Strongly Disagree 2 0.91 5

Total 221 100.0

Table 8. Physical Criterion of Consumers in Advertisement

In the above table (Table 8), 43.89% of the respondents strongly agreed, 41.18%

agreed, 11.76% answered neutral, 2.26% said they disagreed, and 0.91% strongly disagreed

that they consider the styles, formats and designs of an advertisement. Most of the

respondents answered strongly agree.

 Question 3: The Role of Advertising is important in the world of competition.

Variable Frequency Percentage % Rank

Strongly Agree 147 66.52 1

Agree 56 25.34 2

Neutral 15 6.79 3

Disagree 2 0.90 4

Strongly Disagree 1 0.45 5

Total 221 100.0

Table 9. Importance of Advertising in Competitive Market

In the above table (Table 9), 66.52% of the respondents strongly agreed, 25.34%

agreed, 6.79% answered neutral, 0.90% said they disagreed, and 0.45% strongly disagreed

that the role of advertising is important in the world of competition.

Question 4: The medium or tool used in advertising a product has significant role in

consumers’ buying behavior.

Variable Frequency Percentage % Rank

Strongly Agree 91 41.18 2

Agree 103 46.60 1

Neutral 24 10.86 3

Disagree 3 1.36 4

Strongly Disagree 0 0.00 5

Total 221 100.0

Table 10. Significance of Medium in creating Advertisement

 In table (Table 10), 41.18% of the respondents strongly agreed, 46.60% agreed,

10.86% answered neutral, 1.36% said they disagreed, and no respondents answered

strongly disagree for the statement, “medium or tool used in advertising a product has

significant role in consumers’ buying behavior.” Most of the respondents answered agree.

Question 5: Advertising with the use of celebrities is more powerful to convince me

to buy products of a certain business.

Variable Frequency Percentage % Rank

Strongly Agree 132 59.73 1

Agree 57 25.79 2

Neutral 22 9.95 3

Disagree 6 2.72 4

Strongly Disagree 4 1.81 5

Total 221 100.0

Table 11. Impact of Celebrities in Advertisement

In the above table (Table 11), 59.73% of the respondents strongly agreed, 25.79%

agreed, 9.95% answered neutral, 2.72% said they disagreed, and 1.81% strongly disagreed

that advertising with the use of celebrities is more powerful to convince the customers to

buy products of a certain business. Most of the respondents answered strongly agree.
 2. MANAGERS

2.1 PERSONAL INFORMATION

“Distribution of Employee-Respondents as to Age”

Age Frequency Percentage % Rank

36 and above 20 17.70 3

25 to 35 years 51 45.13 1

15 to 24 years 42 37.17 2

Total 113 100.0

Table 12. Employee-Respondents’ Distribution of Age

It can be seen in the above analysis (Table 12) that 15 to 24 years was the age of

37.17% of the respondents (42 respondents), age group 25 to 35 years formed 45.13% (51

respondents) and 36 years and above were 17.70% (20) of the respondents. Most of the

respondents in terms of age were the age bracket 25 to 35 years.

“Sex of Respondents”

Sex Frequency Percentage % Rank

Male 40 35.40 2

Female 73 64.60 1

Total 113 100.0

Table 13. Sex of Respondents

 The above analysis (Table 13) indicates that of the respondents who filled and

returned the questionnaires, males were 35.40% and female is 64.60%. Most of the

respondents in terms of sex were female.

“Civil Status of Respondents”

Civil Status Frequency Percentage % Rank

Single 68 60.18 1

Married 32 28.32 2

Annulled 1 0.88 4

Legally Separated 6 5.31 3

Widow 6 5.31 3

Total 113 100.0

Table 14. Civil Status of Respondents

Table 14 indicates the civil status of the respondents. 68 of respondents (60.18%)

were single, 32 cases (28.32%) were married, 1 respondent (0.88%) was annulled, 6

respondents (5.31%) answered legally Separated and also, 6 respondents (5.31%) answered

widow. Most of the respondents in terms of civil status were single.

“Designation of the Respondents”

Designation Frequency Percentage % Rank

Manager 16 14.16 3

Head of Department 13 11.50 4

Staffs 33 29.20 2
 Others 51 45.14 1

Total 113 100.0

Table 15. Designation of Employees in Iba Town Center

Table 15 indicates the designation of the employee-respondents in Iba Town

Center. 16 of respondents (14.16%) were managers, 13 cases (11.50%) were the head of

the department, 33 respondents (29.20%) were the staffs (Juniors and Seniors combined),

and the remaining 51 respondents (45.14%) answered that their designations are not given

in the questionnaire so they answered “others”. Most of the respondents do not have

specified designation in their businesses.

“Years spent in the company”

Years Frequency Percentage % Rank

4 years and above 16 14.16 3

1 to 3 years 54 47.79 1

0 to 1 year 43 38.05 2

Total 113 100.0

Table 16. Years Spent by Employees in Iba Town Center

It can be seen in the above analysis (Table 16) that 43 respondents said that their

year spent in the company is 0 to 1 year (38.05%), 54 respondents in 1 to 3 years (47.79%),

and 16 respondents in 4 years and above (14.16%). Most of the respondents have the year

bracket 1-3 years in their businesses.

 2.2 FACTUAL ANSWERS GIVEN BY RESPONDENTS’ TABLE

Question 1: What is the most effective advertising tool for customers?

Advertisements Frequency Percentage % Rank

Newspaper 0 0.00 6

Magazine 5 4.43 5

TV Commercials 20 17.70 3

Radio Commercials 0 0.00 6

Flyers 36 31.86 2

Direct Mail 7 6.19 4

Social Media 45 39.82 1

Billboards/Posters 0 0.00 6

Total 133 100.0

Table 17. Most effective advertising tool for customers

In the perception of Employees, the most effective advertising tool for customers

were the social media (39.82%). 45 respondents answered social media, 5 respondents

answered magazine (4.43%), 36 respondents answered flyers (31.86%), 20 respondents

answered TV commercials (17.70%), 7 respondents answered direct mail (6.19%), and no

one answered for newspaper, radio commercials and billboards or posters as the perception

of the employees in the most effective advertising tool for customers.

 Question 2: What is recently used Advertising Tool of your business?

Advertisements Frequency Percentage % Rank

Newspaper 1 0.89 6

Magazine 0 0.00 7

TV Commercials 8 7.08 4

Radio Commercials 0 0.00 7

Flyers 33 29.20 2

Direct Mail 4 3.54 5

Social Media 46 40.71 1

Billboards/Posters 21 18.58 3

Total 113 100.0

Table 18. Recently used advertising tool in many businesses

The most recently used advertising tool for many businesses was the Social Media

(40.71%). 46 respondents answered Social Media, 1 answered Newspaper (0.89%), 8

answered TV Commercials (7.08%), 33 respondents answered Flyers (29.20%), 4

answered Direct Mail (3.54%), 21 answered Billboards or Posters (18.58%) and no one

answered for Magazine and Radio Commercials as the most recently used advertising tool

in many businesses.

Question 3: How many percent (average) did advertising contribute to the increase

of sales?

Choices Frequency Percentage % Rank

1-5% 14 12.39 5
 6-10% 31 27.43 1

11-15% 27 23.89 2

16-20% 16 14.16 4

21% and above 25 22.13 3

Total 113 100.0

Table 19. Percent of Advertising in Increasing Sales

In the table above, the most answered bracket by the respondents were the 6-10%

(27.43%). 14 respondents answered 1-5% (12.39%), 31 respondents answered 6-10%, 27

respondents answered 11-15% (23.89%), 16 respondents answered 16-20% (14.16%), and

25 respondents answered 21% and above (22.13%) for the question, “how many percent

did advertising contribute to sales of a certain business?”.

Question 4: How many types of advertisements do you use?

Choices Frequency Percentage % Rank

1 39 34.51 1

2 33 29.20 2

3 15 13.28 4

4 and above 26 23.01 3

Total 113 100.0

Table 20. Number of types of Advertisement that a certain business is using

In the table above, it says that 39 respondents answered 1 for the number of types

of advertisement they are currently using in their businesses (34.51%), 33 respondents

answered for 2 (29.20%), 15 respondents for 3 (13.28%), and 26 respondents answered 4

and above (23.01%) for the number of types of advertisement they are currently using in

their businesses. The most answered number of types of advertisement that they are

currently using was only 1 type of advertisement.

Question 5: How much did you spend in creating advertisement? (Average

Monthly)

Types of Advertisement

Flyers
14%

Internet
Other Expenses 21% Flyers
65% Internet
Other Expenses

Figure 2. Percentage of Types of Advertisements that Respondents Answered

 Percentage of Respondents

16%

17% Flyers

67% Internet
Other Advertising Expenses

Figure 3. Percentage of Respondents Answered in Types of Advertisements they are

spending

In Figure 2 and 3 above, it says that 67% of the respondents (76) answered for

Printing of Flyers as their expenses in Promoting or Advertising their product. For the total

average of 9,299 pesos in spending their Advertisements, 14% (1,300 pesos) are for

Printing Flyers in every time they are promoting their products/services. 17% of the

respondents (19) answered that they are using Internet for promoting their product online

and they are spending 1,999 every month (21%) and 16% (18 respondents) answered

“Other Advertising expenses” and they are not able to specify what advertisement really it

is, and it cost for them a total of 6,000 pesos monthly (65%).

2.3 DEGREE OF RESPONSE’S TABLE

Question 1: No product can survive competition without intensive advertisement.

 Variable Frequency Percentage % Rank

Strongly Agree 41 36.28 1

Agree 41 36.28 1

Neutral 23 20.36 3

Disagree 4 3.54 2

Strongly Disagree 4 3.54 2

Total 113 100.0

Table 21. Product

In the above table (Table 21), 36.28% of the respondents strongly agreed, 36.28%

also of the respondents agreed, 20.36% answered neutral, 3.54% said they disagreed, and

3.54% also strongly disagreed that no product can survive competition without intensive

advertisement. The most answered variable was the agree and strongly agree.

Question 2: Advertising will increase organization target market and boost sales.

Variable Frequency Percentage % Rank

Strongly Agree 39 34.51 2

Agree 54 47.79 1

Neutral 15 13.27 3

Disagree 3 2.66 4

Strongly Disagree 2 1.77 5

Total 113 100.0

Table 22. Advertising

 In the above table (Table 22), 34.51% of the respondents strongly agreed, 47.79%

of the respondents agreed, 13.27% answered neutral, 2.66% said they disagreed, and 1.77%

strongly disagreed that advertising will increase organization target market and boost sales.

The most answered variable was the agree.

Question 3: Advertising target often includes everyone in the market and boost

sales.

Variable Frequency Percentage % Rank

Strongly Agree 32 28.32 2

Agree 42 37.17 1

Neutral 30 26.55 3

Disagree 5 4.42 4

Strongly Disagree 4 3.54 5

Total 113 100.0

Table 23. Target market

In the above table (Table 23), 28.32% of the respondents strongly agreed, 37.17%

of the respondents agreed, 26.55% answered neutral, 4.42% said they disagreed, and 3.54%

strongly disagreed that advertising target often includes everyone in the market and boost

sales. The most answered variable was the agree.

Question 4: Advertisement is a strong tool in tapping into consumers’ buying

behavior.
 Variable Frequency Percentage % Rank

Strongly Agree 28 24.78 2

Agree 50 44.25 1

Neutral 26 23.01 3

Disagree 7 6.19 4

Strongly Disagree 2 1.77 5

Total 113 100.0

Table 24. Consumer Buying Behavior

In the above table (Table 24), 24.78% of the respondents strongly agreed, 44.25%

of the respondents agreed, 23.01% answered neutral, 6.19% said they disagreed, and 1.77%

strongly disagreed that advertisement is a strong tool in tapping into consumers’ buying

behavior. The most answered variable was the agree.

Question 5: Advertising creates product differentiation.

Variable Frequency Percentage % Rank

Strongly Agree 39 34.51 1

Agree 36 31.86 2

Neutral 27 23.89 3

Disagree 6 5.31 4

Strongly Disagree 5 4.43 5

Total 113 100.0

Table 25. Product Differentiation

 In the above table (Table 25), 34.51% of the respondents strongly agreed, 31.86%

of the respondents agreed, 23.89% answered neutral, 5.31% said they disagreed, and 4.43%

strongly disagreed that advertising creates product differentiation. The most answered

variable was the strongly agree.

Question 6: Selection of advertising media is of primary concern to an organization.

Variable Frequency Percentage % Rank

Strongly Agree 33 29.20 2

Agree 39 34.51 1

Neutral 26 23.01 3

Disagree 9 7.97 4

Strongly Disagree 6 5.31 5

Total 113 100.0

Table 26. Selection

In the above table (Table 26), 29.20% of the respondents strongly agreed, 34.51%

of the respondents agreed, 23.01% answered neutral, 7.97% said they disagreed, and 5.31%

strongly disagreed that selection of advertising media is of primary concern to an

organization. The most answered variable was the agree.

Question 7: Advertising gives room for product comparison.

Variable Frequency Percentage % Rank

Strongly Agree 29 25.66 3

Agree 40 35.40 1
 Neutral 30 26.55 2

Disagree 12 10.62 4

Strongly Disagree 2 1.77 5

Total 113 100.0

Table 27. Advertising give room for product comparison

In the above table (Table 27), 25.66% of the respondents strongly agreed, 35.40%

of the respondents agreed, 26.55% answered neutral, 10.62% said they disagreed, and

1.77% strongly disagreed that advertising gives room for product comparison. The most

answered variable was the agree.

Question 8: Advertising is a powerful tool capable of reaching and motivating large

quantities.

Variable Frequency Percentage % Rank

Strongly Agree 38 33.63 2

Agree 45 39.82 1

Neutral 19 16.81 3

Disagree 5 4.43 5

Strongly Disagree 6 5.31 4

Total 113 100.0

Table 28. Audiences

In the above table (Table 28), 33.63% of the respondents strongly agreed, 39.82%

of the respondents agreed, 16.81% answered neutral, 4.43% said they disagreed, and 5.31%
strongly disagreed that advertising is a powerful tool capable of reaching and motivating

large quantities. The most answered variable was the agree.

Question 9: It is only the big companies that can advertise their products/services.

Variable Frequency Percentage % Rank

Strongly Agree 35 30.97 2

Agree 39 34.51 1

Neutral 22 19.47 3

Disagree 9 7.97 4

Strongly Disagree 8 7.08 5

Total 113 100.0

Table 29. Type of Enterprise

In the above table (Table 29), 30.97% of the respondents strongly agreed, 34.51%

of the respondents agreed, 19.47% answered neutral, 7.97% said they disagreed, and 7.08%

strongly disagreed that it is only the big companies that can advertise their

products/services. The most answered variable was the agree.

Question 10: The expense nature of advertising programs makes it not ideal for

small firms.

Variable Frequency Percentage % Rank

Strongly Agree 32 28.32 2

Agree 34 30.09 1

Neutral 30 26.55 3
 Disagree 8 7.08 5

Strongly Disagree 9 7.96 4

Total 113 100.0

Table 30. Firms

In the above table (Table 30), 28.32% of the respondents strongly agreed, 30.09%

of the respondents agreed, 26.55% answered neutral, 7.08% said they disagreed, and 7.96%

strongly disagreed that the expense nature of advertising programs makes it not ideal for

small firms. The most answered variable was the agree.

WEIGHTED MEAN

1. CUSTOMERS

Question No. Weighted Mean Interpretation

1 4.43 Strongly Agree

2 4.25 Strongly Agree

3 4.57 Strongly Agree

4 4.28 Strongly Agree

5 4.39 Strongly Agree

Table 31. Weighted Mean (Customer-Respondents)

 2. EMPLOYEES

Question No. Weighted Mean Interpretation

1 3.98 Agree

2 4.11 Agree

3 3.82 Agree

4 3.84 Agree

5 4.19 Agree

6 3.74 Agree

7 3.73 Agree

8 3.92 Agree

9 3.74 Agree

10 3.64 Agree

Table 32. Weighted Mean (Employee-Respondents)

In the table above (Table 31 and 32), the researchers applied two statistical

methods: First is the weighted mean and the second one is the Likert scale. In table 31, it

shows that the mean of the respondents strongly agreed on the researchers’ statements. It

has a positive outlook in connection with the role of advertising in increasing sales volume.

Also, in table 32, it shows that the mean of the respondents agreed on the researchers’

statements. It also has a positive outlook in connection with the role of advertising in

increasing sales volume.

 VARIANCE

1. Customer-Respondents

Mean: 3.87

Median: 4.38

Data Item Deviance Square of Deviance

4.43 +0.05 0.0025

4.25 -0.13 0.0169

4.57 +0.19 0.0361

4.28 -0.10 0.0100

4.39 +0.01 0.0001

Total 0.0656

Table 33. Variance (Customer-Respondents)

2. Employee-Respondents

Mean: 3.87

Mode: 3.74

Data Item Deviance Square of Deviance

3.98 +0.11 0.0121

4.11 +0.24 0.0576

3.82 -0.05 0.0025

3.84 -0.03 0.0009

4.19 +0.32 0.1024

3.74 -0.13 0.0169

3.73 -0.14 0.0196

3.92 +0.05 0.0025

3.74 -0.13 0.0169

3.64 -0.23 0.0529

Total 0.2843

Table 34. Variance (Employee-Respondents)

 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings

The role of advertising in increasing sales volume of a product is very important

because oftentimes, consumers' decisions as regards to what they buy is motivated by what

has been seen, heard of, or practically used. Advertising helps in that it carries the message

far and wide to a scattered target audience that the advertiser or a producer could not have

reach it once so easily. In the mind of the consumers, the stores in ITC was also using

advertising strategies suitable for the vicinity as well as the market in which it exists.

More so, the findings reveal that the advertising position of a product or service is

strong in the mind of the consumer in order to encourage repeated purchase of the product,

so that the competitors will not have an edge over them. This also creates brand loyalty and

product differentiation.

Also, the type of advertisement that the stores were using have impact on

consumers. The more the type of advertisement were innovative and modern, the bigger

the percentage that they will buy that particular product that was advertise in the

advertisement because most of the target customers of ITC were millennials or teenagers,

so that they are more exposed in modern types of advertisements. In precision, the past

experience and state of mind of that person subjected to advertising may determine the

impact that advertising has on him/her.

5.2 Conclusion

From the previous part, it was established that there is a strong relationship between

advertising and sales. This is supported by a positive relationship established by the use of

statistical methods together with the positive responses from the questionnaires. The

relationship between advertising and sales is very strong.

In consumer views on advertising, more than half of the respondents described

advertising as a channel of information from the manufacturer to the consumers. Only few

people said it was a manipulation, propaganda and a misleading marketing instrument.

While advertising can be seen as necessary for economic growth, it is not without social

costs, it is increasingly invading public spaces, such as schools, hospitals, buses, etc, which

some critics have argued is a form of consumer exploitation.

However, the same advertising techniques used to promote commercial goods and

services can be used to inform, educate and motivate the public about non-commercial

issues such as AIDs, political ideology, etc. The most effective media are often very

expensive; the inexpensive media may not reach your target market, thereby making it

difficult for most organizations to run adverts. According to Ferguson (1974). “advertising

increase barriers to entry and reduce competition as measured by increase in monopoly

profit”.

Moreover, according to Nickels et al (1999) advertising do not only helps to

maintain superior stand in the industry and profit maximization, but it also provides

information about a products or services and gives consumers free television and radio

programs.
 Giles (1997) sees advertising as non-personal communication directed at a target

audience through various media in order to present and promote products, services and

ideas. The cost of media space, time and advertisement production is borne by the sponsor

or sponsors. Advertising gives a clear image for any product or service of a business which

is a great asset. A well-structured and continuous advertising might stand as one of those

strategies to sustain a distinct market position. It could also help to identify strong market

competitors.

No matter how successful a product or service is for a company and regardless of

the edge the company has in the industry, advertising is a must and should be a continuous

activity.

In generalization, advertising can be said to be a product significant in the

increasing of profitability level of a company. It is an effective tool or instrument to

increase profit. This will be the start for one’s business or firm to gain more customers

and eventually to increase sales volume on their products or services. By the use of

advertising, the sales of the volume of a certain product will increase. Customers will be

more likely to be attracted or interested on that certain product because pf the overview

or the characteristics of one’s product that is being viewed in the said advertising that is

being used or shown in many different and significant way.

5.3 Recommendations

Having analyzed, discussed and interpreted the data collected in this study, the

author therefore recommends the following:

 Due to the competitive nature of the industry the marketing manager of Iba Town

Center must develop and formulate marketing programs that will satisfy the needs of the

consumers. Since other service providers have similar advertising messages, it is

recommended that for a more distinguished and effective response from the customer, other

forms of advert should be used.

Regular and consistent up-to-date training on product information should be given

to the advertising agency so that they will have the current knowledge and skills to handle

the adverts and also to ensure that product information is being emphasized so as to

enlighten the customers.

Advertisements should be used to aid the customers to identify the business’

products or service when they are making a purchase decision. The firm should also ensure

that they place their product adverts on stations and places where the consumers will easily

identify with them make a purchase. A good advert should be effective, persuasive and

contain the necessary information on the products.

Finally, it is suggested that market research and other studies be conducted to

enable Iba Town Center identify those areas where promotional activities with effective

advertising is lacking. They should also regularly examine the segments of the market that

have been appealing so as to hold strongly on to them and to look for ways of attracting

more customers.

The following numbered statements are the other recommendations:

1. The industry should choose the most effective media for advertising. A media

that is affordable by many people.

2. E-marketing should also be used to reach most the people who spend time on

the internet and have no time to listen to radios or watch televisions.

3. The industry should also use celebrities in the country to help them advertise

their products for this can attract big crowds from which potential customers

can be found.
 BIBLIOGRAPHY

Adekoya, O.A. 2011. The Impact of Advertising on sales volume of a product.

Valkeakoski.

Alonge, 2001 Essentials of Commerce for Secondary School, Advertising, Tonad

Publishing Limited, Ikeja Lagos.

Aromowole, K.A., Ebeloku, A.I. 2000 Theory and Practice of Modern Marketing, Sodipe

Nigeria Limited, Mushin, Lagos, Nigeria.

Ashkan, Y. 2016. The Role of Advertisement in sales increase and promotion: A case study

of Hamadan Province Insurance Companies. Vol. 5, Issue 4. Saveh, Iran.

Busari, O.S., Olannye, P.A, Taiwo, C.A. 2002 Essentials of Marketing, 1st Edition,

Wadtson Dusme Limited, Mushin, Lagos.

Ferguson, J.M. 1974 Advertising and Competition, Theory Measurement and Fact

Cambridge.

Giles, 1997, Successful Marketing Technique Approach, Mac-donald and Evans Ltd.

Kotler P. & Keller, K. L. 2005 Marketing Management, Prenctice Hall Private Limited.

Nickels W.G Mchugh J.M., McHugh S.M 2000 Understanding Business, International

Edition, 5th Edition, McGraw Hill Companies, Inc. U.S.A.

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong, 2005 Principles of
 Marketing, fourth European Edition, Pearson Prentice Hall.

Richard, F.T. 1996. A Definition of Advertisement. http://www.wsu.edu.8080/tuflinger/a

define.html.

William Well, John Burnett, Sandra Moriarty 1999 Advertising, Principles and Practice,

4th Edition. Prentice Hall. http://www.commercialert.org.

 APPENDIX A- QUESTIONNAIRES

ROLE OF ADVERTISING IN INCREASING SALES

VOLUME

Questionnaire for Customers

Iba Town Center

Zone 1 Paulien, Iba, Zambales

I. Respondent’s Profile

Please tick or mark with check () your answer. Please answer all given questions.

Name (optional):__________________________________________________

Age Distribution:

(a) Below 25 years ( )

(b) 25-35 years ( )

(c) Above 36 years ( )

Civil Status:

(a) Single ( )

(b) Married ( )

(c) Legally Separated ( )

(d) Annulled ( )

(e) Widow ( )
Sex:

(a) Male ( )

(b) Female ( )

II. Perception of Customers on the Role of Advertising in Increasing Sales Volume

A. Instructions: Please tick or mark () where applicable.

 What is the most accessible advertising tool for you?

(a) Newspaper ( ) (e) Flyers ( )

(b) Magazine ( ) (f) Direct Mail ( )

(c) TV commercials ( ) (g) Social Media ( )

(d) Radio commercials ( ) (h) Billboards and Posters ( )

 What type of advertisement do you like?

(a) Newspaper ( ) (e) Flyers ( )

(b) Magazine ( ) (f) Direct Mail ( )

(c) TV commercials ( ) (g) Social Media ( )

(d) Radio commercials ( ) (h) Billboards and Posters ( )

 What type of advertisement do you usually see?

(a) Newspaper ( ) (e) Flyers ( )

(b) Magazine ( ) (f) Direct Mail ( )

(c) TV commercials ( ) (g) Social Media ( )

(d) Radio commercials ( ) (h) Billboards and Posters ( )

 B. Instructions: Please tick or mark () where applicable.

Strongly
Strongly
Section B Agree (4)Undecided(3)Disagree (2) Disagree
Agree (5)
(1)

Advertising is one of the factors that can

1
affect my buying behavior.

I consider the styles, formats and designs

2
of an advertisement.

The Role of Advertising is important in

3
the world of competition.

The Medium/Tool used in Advertising a

4 product has significant role in Consumers'
buying behavior.

Advertising with the use of celebrities is

more powerful to convince me to buy
5
products/services of a certain
business/company.
6
7
8
9
10

SIGNATURE
 ROLE OF ADVERTISING IN

INCREASING SALES VOLUME

Questionnaire for Employees

Iba Town Center

Zone 1 Paulien, Iba, Zambales

I. Respondent’s Profile

Instructions: Please mark with check () your answer. Please answer all given questions.

Name (optional):__________________________________________________

Age Distribution:

(a) Below 25 years ( )

(b) 25-35 years ( )

(c) Above 36 years ( )

Civil Status:

(a) Single ( )

(b) Married ( )

(c) Legally Separated ( )

(d) Annulled ( )

(e) Widow ( )
Sex:

(a) Male ( )

(b) Female ( )

Designation:

(a) Manager ( )

(b) Head of Department ( )

(c) Staff ( )

(d) Others ( )

Years Spent in Company:

(a) Less than 1 year ( )

(b) 1 to 3 Years ( )

(c) Above 4 years ( )

II. Perception of Employees on the Role of Advertising in Increasing Sales Volume

A. Instructions: Please tick or mark () where applicable.

 What is the most effective Advertising Tool for the Customers?

(a) Newspaper ( ) (e) Flyers ( )

(b) Magazine ( ) (f) Direct Mail ( )

(c) TV commercials ( ) (g) Social Media ( )

(d) Radio commercials ( ) (h) Billboards and Posters ( )

 What is recently used Advertising Tool of your business?

(a) Newspaper ( ) (e) Flyers ( )

(b) Magazine ( ) (f) Direct Mail ( )

(c) TV commercials ( ) (g) Social Media ( )

(d) Radio commercials ( ) (h) Billboards and Posters ( )

 How many percent did advertising contribute to the increase of sales?

(a) 1-5% ( ) (c) 11-15% ( )

(b) 6-10% ( ) (d) 15-20% ( )

(e) 21 and above ( )

 How many types of advertisements do you use?

(a) 1 ( ) (c) 3 ( )

(b) 2 ( ) (d) 4 and above ( )

 How much money did you spend in creating advertisement? Please Specify.
 B. Instructions: Please tick or mark () where applicable.

Strongly
Strongly
Section B Agree (4) Undecided (3)Disagree (2) Disagree
Agree (5)
(1)

No product can survive competition without

1
intensive advertisment.

Advertising will increase organization target

2
market and boost sales.

Advertising target often includes everyone in

3
the market and boost sales.

Advertisement is a strong tool in taping into

4
consumers' buying power.

5 Advertising creates product differentiation.

Selection of advertising media is of primary

6
concern to an organization.

Advertising gives room for production

7
comparison.
Advertising is a powerful tool capable of
8
reaching and motivating large quantities.

It is only the big companies that can advertise

9
their product/services.

The expense nature of advertising

10
programmes make it not ideal for small firms.

SIGNATURE
 APPENDIX B- LETTER

Republic of the Philippines

Zambales National High School

Iba, Zambales

Senior High School

Sir/Madam:

We the Grade 12 Accountancy, Business and Management students are on the stage of

finishing our research studies for our subject Practical Research 2 entitled “The Role of

Advertising in Increasing Sales Volume”

In this regard, we are asking for your support and expertise to evaluate the effectiveness of

the advertising in increasing sales volume in Iba Town Center, Zone 1, Iba, Zambales.

Thank you for your kindness and cooperation making this study possible.

We are anticipating favorable action on the matter.

Very Truly Yours,

Maurice Agbayani Marlon Baysa Mary Ann Rebultan

Researcher Researcher Researcher

Jelyn Ann Dapo Marialyn Soriano Cecile Maye Alarma

Researcher Researcher Researcher

Noted:

Erly Joy Pablo-Mora Rowena Mendez

Research Instructor SHS Assistant Principal II

 CURRICULUM VITAE

MARLON D. BAYSA

135 M.Cuevas St. Zone 1 Libaba Iba,Zambales

Email Address: marlon_baysa@rocketmail.com

Contact Number: 09123108109

PERSONAL INFORMATION

Date of Birth: July 21,1999

Sex: Male

Age: 18

Civil Status: Single

Height: 5'7"

Weight: 55 kls.

Religion: Roman Catholic

Citizenship: Filipino

Father's Name: Wilfredo R. Baysa

Mother's Name: Thelma D. Baysa

Guardian's Name: Thelma D. Baysa

EDUCATIONAL BACKGROUND

Tertiary: n/a
 Secondary: Zambales National High School, Zone 6 Iba, Zambales

Primary: Libaba Elementary School, Zone 1 Iba, Zambales

SEMINAR/S ATTENDED:

Strategic Management (STRAMA) 2017, Ramon Magsaysay Technological University

Main Campus -Iba, Zambales

MAURICE G. AGBAYANI

E-306 Purok 2, Dirita, Iba, Zambales

Email Address: agbayani_maurice@yahoo.com

Contact Number: 09122226229

PERSONAL INFORMATION

Date of Birth: July 27, 2000

Sex: Female

Age: 17

Civil Status: Single

Height: 5'1"

Weight: 46 kls.

Religion: Christian

Citizenship: Filipino

Father's Name: James Vicente Tan Agbayani

Mother's Name: Grace G. Agbayani

Guardian's Name: Grace G. Agbayani

EDUCATIONAL BACKGROUND

Tertiary: n/a

Secondary: Zambales National High School, Zone 6 Iba, Zambales

 Primary: Dirita-Baloguen Elementary School, Dirita, Iba, Zambales

SEMINAR/S ATTENDED:

Strategic Management (STRAMA) 2017, Ramon Magsaysay Technological University

Main Campus -Iba, Zambales

CECILE MAYE T. ALARMA

248 De Leon St. Lawak Amungan, Iba, Zambales

Email Address: cecilemayealarma@gmail.com

Contact Number: 09070597564

PERSONAL INFORMATION

Date of Birth: May 11, 1999

Sex: Female

Age: 18

Civil Status: Single

Height: 5'1"

Weight: 48 kls.

Religion: Methodist

Citizenship: Filipino

Father's Name: Romualdo Alarma

Mother's Name: Maria Cecilia Alarma

Guardian's Name: Maria Cecilia Alarma

EDUCATIONAL BACKGROUND

Tertiary: n/a

Secondary: Zambales National High School, Zone 6 Iba, Zambales

 Primary: Lawak Elementary School, Lawak Amungan, Iba, Zambales

SEMINAR/S ATTENDED:

Strategic Management (STRAMA) 2017, Ramon Magsaysay Technological University

Main Campus -Iba, Zambales

JELYN ANN D. DAPO

Purok 5, San Isidro, Botolan, Zambales

Email Address: jelynanndapo@gmail.com

Contact Number: 09097126024

PERSONAL INFORMATION

Date of Birth: October 06, 1999

Sex: Female

Age: 18

Civil Status: Single

Height: 4'8"

Weight: 42 kls.

Religion: Christian

Citizenship: Filipino

Father's Name: Ricardo Dapo

Mother's Name: Merlita D. Dapo

Guardian's Name: Merlita D. Dapo

EDUCATIONAL BACKGROUND

Tertiary: n/a

Secondary: Zambales National High School, Zone 6 Iba, Zambales

 Primary: San Isidro Elementary School, San Isidro, Botolan, Zambales

SEMINAR/S ATTENDED:

Strategic Management (STRAMA) 2017, Ramon Magsaysay Technological University

Main Campus -Iba, Zambales

MARY ANN F. REBULTAN

Purok 5, Bangantalinga, Iba, Zambales

Email Address: maryannrebultan171@gmail.com

Contact Number: 09773219490

PERSONAL INFORMATION

Date of Birth: May 24, 2000

Sex: Female

Age: 17

Civil Status: Single

Height: 5'5"

Weight: 46 kls.

Religion: Roman Catholic

Citizenship: Filipino

Father's Name: Heeminio Rebultan

Mother's Name: Merly F. Rebultan

Guardian's Name: Merly F. Rebultan

EDUCATIONAL BACKGROUND

Tertiary: n/a

Secondary: Zambales National High School, Zone 6 Iba, Zambales

 Primary: Bangantalinga Elementary School, Bangantalinga, Iba, Zambales

SEMINAR/S ATTENDED:

Strategic Management (STRAMA) 2017, Ramon Magsaysay Technological University

Main Campus -Iba, Zambales

MARIALYN E. SORIANO

Lawak Amungan, Iba, Zambales

Email Address: marialyn_07@gmail.com

Contact Number: 09129100815

PERSONAL INFORMATION

Date of Birth: April 07, 2000

Sex: Female

Age: 17

Civil Status: Single

Height: 4'9"

Weight: 45 kls.

Religion: Roman Catholic

Citizenship: Filipino

Father's Name: Rey B. Soriano

Mother's Name: Marilyn E. Soriano

Guardian's Name: Marilyn E. Soriano

EDUCATIONAL BACKGROUND

Tertiary: n/a

Secondary: Zambales National High School, Zone 6 Iba, Zambales

 Primary: Lawak Elementary School, Lawak Amungan, Iba, Zambales

SEMINAR/S ATTENDED:

Strategic Management (STRAMA) 2017, Ramon Magsaysay Technological University

Main Campus -Iba, Zambales