The Most Effective Advertising Medium for Filipino Millennials

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
THE EFFECTS OF ADVERTISING MEDIA

TO FILIPINO MILLENNIALS
A Research
Presented to the Faculty of the DAPR
Polytechnic University of the Philippines
Sta. Mesa, Manila
In Partial Fulfillment of the Requirements for the Degree

Bachelor in Advertising and Public Relations
by
BAPR 3-2D
APRIL 2018
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ACKNOWLEDGMENT
The researchers would like to express their gratitude to the following persons
whose help and valuable guidance proved essential in completing this research:
Prof. Jerielyn V. Reyes, their adviser, who encouraged them to pursue this
research. From start to finish, Prof. Reyes keenly evaluated, suggested and guided
modifications that polished the whole paper;
The researchers’ parents, for encouraging them to conduct researches and for
providing financial assistance.
The staff of Polytechnic University of the Philippines’, for accommodating the
researchers in the use of their library particularly in obtaining pertinent data available
in their office;
For words of encouragement from the researchers’ professors and colleagues:
The faculty and the third year students of the Department of Advertising and Public
Relations;
All things said and done, the Source of all sources is God. To Him, the Almighty,
be the glory and honor forever!
BAPR 3-2D
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ABSTRACT
The study aims to determine the effectiveness of advertising in different media to
Filipino millennials and examine the media which has the most effectivity on the youth of
today. Descriptive statistics were used to interpret data. The researchers utilized primary
data through self-administered survey questionnaire by means of qualitative approach.
Findings revealed that television is the most effective medium in terms of: cognitive,
affective, and conative. Television effectively catches the audiences’ attention from
spectacular visuals, catchy jingles, and comprehensive ad message. It stimulates the
senses of its audience into buying the advertised product. Furthermore, television ranked
highest on media recall. Therefore, it is recommended to create a unified messaging and
branding to remain relevant and connected to the audience. To utilize the future
advancement of advertisement, advertisers should always be in the know of the trends and
be creative in developing ideas on different advertising media. To have an in depth
understanding of the study, future researchers are urged to list factors that influences Filipino
millennials, and investigate the consequences for future advancements.
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TABLE OF CONTENTS
Page
TITLE PAGE …………………………………………………………...… i
ACKNOWLEDGEMENTS……………………..………………………… ii
ABSTRACT ……………………………………………………………….. iii
TABLE OF CONTENTS …………….………………………………… xii
LIST OF TABLES ………………….……………………………………. xiv
LIST OF FIGURES…… ……………………………………………....... xv
Chapter 1 THE PROBLEM AND ITS BACKGROUND
Introduction ………………………………………………. 1
Theoretical Framework …………………………………. 9
Conceptual Framework …………………………………. 11
Statement of the Problem ………………………………. 13
Hypothesis ……………………………………………….. 13
Scope and Limitation of the Study………………………. 14
Significance of the Study ……………………………...... 14
Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES
History of Advertising …………………………………….. 16

Print Medium …………………………………………… 21
Radio Medium …………………………………………… 24
Television Medium ………………………………………… 30
OOH Medium ……………………………………………… 32
Digital Medium ……………………………………………… 38
Synthesis of the Reviewed Literature and Studies……. 45
Chapter 3 RESEARCH METHODOLOGY
Method of Research …….. ………………………………. 47

Population, Sample Size and Sampling Technique.….. 47
Description of Respondents ……………………………… 48
Research Instrument ……………………………………… 48
Data-Gathering Procedure ……………………………….. 50
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Statistical Treatment of Data …………………………….. 51
Chapter 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
Profile of the Respondents …………………… 54

Filipino Millennials’ Access to Media …………..……….. 57
Effectiveness of the Media to the Filipino Millennials … 58
Filipino Millennials’ Media Advertisement Recall …….. 64
Chapter 5 SUMMARY, FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Summary………………………………………………….. 66
Findings …………………………………………………... 66
Conclusions………………………………………………. 70
Recommendations……………………………………….. 73
BIBLIOGRAPHY………………… ………………..………………………… 75
APPENDIX
Appendix 1: Survey Questionnaire …………..................... 81
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LIST OF TABLES
Number Title Page
1 Frequency and Percent Distribution

of the Respondents by Age……………………….……………….54
2 Frequency and Percent Distribution

of the Respondents by Educational Attainment……………….. 55
3 Frequency and Percent Distribution of the Respondents

by Average Family Income………………………………………. 56
4 Filipino Millennials Accessibility

to the Media……….………………………………………………. 57
5 Effectiveness of the Media to the Filipino Millennials

in terms of Cognition …………………………………………….. 58

in terms of Affection …………..…………………………………. 60

in terms of Conation ………....……..…………………………… 62
8 Level Recall of Media Advertisements

to the Filipino Millennials…………………………………………. 64
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LIST OF FIGURES
Number Title Page
1 The Hierarchy of Effect Model

by Robert Lavidge and Gary Steiner ………………………... 10
2 Research Paradigm…………………………………………. 12
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Chapter 1
THE PROBLEM AND ITS SETTING
Introduction
Advertising is all around, it is an unavoidable part of everyone's life. It is
countless to say how many advertisements have been released from the beginning
eras until now. As the time goes, Advertising progressed from ancient to modern
advertisements. Advertisers develop various medium to help them show the brand
to the consumer. From the usual print advertisements, media like Television, Radio,
Out of Home installations and Digital rises too. These media made advertisements
quicker in the eye and accessible to the targeted consumers. Marketing do not just
make a product and sell it by the table, its objective is to have a profit in an immediate
span of time in a specific group of people. Advertising helps to boost the product to
up rise its capability details to the public. It is one of the tools of marketing to gain
sales. And advertising also don't just use all the materials to make the product known
to the public, it needs a strategic plan. It is essential to choose wisely on what
medium we would use because advertising is indeed an expensive tool and it is
important to know what medium can be used to reach certain audiences to make it
effective. Strategic planning makes advertising effective for the product, for the
service and for the institution.
Print media is one of the oldest and basic forms of mass communication. From
the days of wooden block printing, print media have undergone many changes.
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Through technical revolution print media have modernized. For a long time, prints
were produced by hand composing. Later, these were replaced by monotype and
linotype. In this process, a machine operated by a key board was used to compose
letters. This has also become obsolete now. Typesetting in computers, offset printing
and laser printing have taken over. Desktop publishing has become quite common
now. It includes newspapers, magazines, books and other forms of printed journals.
A basic understanding of the print media is essential in the study of mass
communication. The contribution of print media in providing information and transfer
of knowledge is remarkable. Even after the advent of electronic media, the print
media has not lost its charm or relevance. Print media has the advantage of making
a longer impact on the minds of the reader, with more in-depth reporting and
analysis. (Lee, 2009)
In talking about print media, more people would likely associate it with books,
newspapers and magazines. But according to (Mautner, 2008), print media have
wider range and come in different sizes and shapes. Mautner also gave a list if we
take ‘print medium’ to refer to any medium that uses paper and ink. Written on that
list are books; newspapers; magazines; academic journals; billboards; posters,
flyers; mail order catalogues; theatre programmes; university prospectuses;
company annual reports; restaurant menus and paper placemats with writings on
them; instruction manuals provided with household appliances, electronic gadgets
and the like; and postcards. Nonetheless, Mautner’s book focuses on newspapers
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and magazines, in order to consider their role in the media landscape, as well as
how they are produced and read.
Also, through the course of time, print media did not only stick to words but now
uses visual prints. Javalgi, Cutler and Steven White (1994) investigated that the use
of photographs, the use of symbolic appeals and the use of colorful prints have
shown results in print advertising. Furthermore, Kipphan (2001) said that to conform
to the wish of many advertising customers that their advertisements be published in
color, magazines, brochure and newspapers, and other print medium flourish and
didn’t became obsolete thanks to advertising inserts. In the late 19th century and
early 20th century, many individuals invented a device that changes the world
drastically. This invention was sponsored by people and corporation in various parts
of the world who wants to deliver a device that can supersede the previous
technology. A device where believed by the many to make profit and to some as an
invention that can change the world of audio and visual communication technology;
and hence the invention and device is called Television. The released and influenced
of television spreads like a wildfire, in 1948, less than one percent of U.S homes had
a television set; by 1952, nearly a third of all homes had a television set.
It cannot be denied that Television changes many lives and lifestyles. Just by
sitting at home you can watch the acts and plays you wanted without going in the
theaters. Also, the time going to restaurants was reduced. Things have been easy
since the invention of television and also for the Advertisers in the world of
Advertising.
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Advertising seeks to reach its market and to communicate their message to
them in every possible effective and creative way and that’s when Television plays
its vital role. Loaded with audio-visual communication advantages Advertisers
released its first advertisement in Television. The very first television ad appeared
on July 1, 1941 during a baseball game on local channel in New York. It was a ten-
second commercial advertising Bulova watches and cost a mere four dollars, but it
completely revolutionized both television and advertising. After the overwhelming
success of the Bulova advertisement, other advertisers began to jump on board this
new media. Soon, business like Gimbel’s Department Store, Pan American World
Airways, Firestone Tire, and Botany Worsted Mills were placing their own ads on
television.
Radio has come a long way since it first began crackling across the whole world
100 years ago. Today, in addition to entertaining listeners around the globe, radio is
a powerful way for companies and brands to engage with consumers.
In the Philippines, Radio is more than just a media channel. It is a way of life and a
part of Filipino culture. Even today’s so-called Generation X still finds radio “in”
despite competition from the Internet and MTV. Consider how Filipinos used Radio
to connect with their loved ones through radio stations that enables studio audiences
to make free overseas telephone call to their loved ones. Love struck teens
exchange love messages, send letters and are read on air and seek love advice
from the radio DJ’s which are heard by millions who share the same story.
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Perhaps no other media channel has touched the lives of ordinary Filipinos as much
as the radio. From the traditional “panawagan” during personal tragedies or natural
disasters, the tearjerkers of Tiya Dely Magpayo, knowledge power of Ernie Baron,
eccentric health advises from Johnny Midnight and of course, the most requested
songs in pop music radio stations.
Radio is now acknowledged as the primary source of news and the most
pervasive, persuasive, and credible medium. It reaches 85 to 90 percent of the
population with over 25 million sets nationwide. Of the 12 million estimated total
number of households nationwide, the number of radio households is 10.2 million.
In contrast, estimated households with television set is 8.52 million while estimated
households with video cassette recorder is only 3.6 million. Station DZRH has the
widest reach. With its satellite capability courtesy of Palapa B-4 which could send
signals to the 20 relays scattered all over the Philippine archipelago, the station can
cover as much as 97 percent of the entire country. Meanwhile, industry estimates
suggest that the average radio listening time is two to three hours a day.
Out-of-home (OOH) advertising media, or Out-of-home media, are characterized as
an effective media that builds a large local coverage and high exposure frequency
in dense and mobile population. They are the second most effective form of
advertising – flaunting a large scale of advertisements and media devices. People
easily register the photographic data and short phrases in OOH media that easily
touches thousands of people in the metro. OOH media is an excellent vehicle that
reach a mobile consumer who spends more time travelling than staying at home. It
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can make an impact in the subconscious mind of the consumers – everyone who
uses the road where the billboard is located (Fulgham, 2015). Outdoor advertising
is an inescapable medium. Television can be turned-off, turn off the radio, close the
pages of the newspaper or magazine, put down a mobile phone, but one cannot
easily avoid outdoor advertising (Tronco, 2015). With the wide range of
opportunities, the OOH media can offer to agencies and clients alike, its growth
increased along with the present time where technology and economy are both
arising.
Digital is now playing a huge part in advertising. Since the release of internet,
Businesses leverage internet technologies to deliver their promotional
advertisements to consumer. Digital advertising includes messages delivered
through email, social media websites, online advertising on search engines, banner
ads on mobile or Web sites and affiliates programs. Time to time, Agencies became
clever in releasing their materials. They spend a lot in producing contents that will
catch the attention of the modern users of the internet. And because the use of
internet is fast and quick,
Messages can be delivered in just a minute unlike Television, Radio and Print
that still take months and efforts to be seen by the public. This is the reason why
each time the internet users open something in websites, social sites and video
viewing sites they most likely encounter ads because the businesses see digital as
a fast way to have a communication with people. Communication is one of the good
things also in digital ads. People can immediately give comments, feedback and
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contact the people behind the ads by just leaving a comment or messaging.
Businesses can upscale measure the effectiveness of their ads through digital
compared to other Advertising medium.
According to Suggett, Paul of thebalance, twenty years ago, digital advertising
was just a bunch of banners placed prominently on websites. They were annoying,
you clicked on one in every 100, and they became the victims of "banner blindness."
Today, digital advertising is vast, with many different types of online ads being
produced based on target audience, website content, and call to action. But before
diving into the costs, and varying forms. He also added that, if you see an
advertisement on the internet, then it is classified as digital advertising.
From banner ads (including rich media banners) to Search Engine Optimization
(SEO), social networking, email marketing, online classified ads, site takeovers, and
even SPAM, online advertising is one of the fastest growing ways to reach an
audience. With the web now readily available on smart phones, digital advertising
has spread to the mobile platform. Companies are spending millions of dollars trying
to find a way to advertise on phones without creating an unpleasant or disruptive
experience. So far, the most popular way to do so has been through native
advertising methods
From all of these mediums, Advertisers have a wide selection of where they
should place their advertisement while it serves a big opportunity for some
advertisers. For some it can be quite challenging to know what medium should be
used more in advertisements.
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Advertising media are the various media channels through which advertising is
done. Advertising media is used for showcasing promotional content which
communicated in various forms such as text, speech, images, videos using TV,
radio, online, and outdoor. Advertising media plays a vital role in business and
marketing for companies. It is impossible for every customer to know about every
brand or product and therefore companies advertise and use advertising media to
reach to customers. Depending upon the customer demographics, advertising
budget, targets of the company, advertising objectives, and companies can choose
the type of media they want, and they can do an advertising campaign. This helps
to create a buzz about the brand, showcase the product and service utilities to the
customer and build a strong brand.
Being an important domain in business and advertising, there have been
several ways in which ads are being showcased and can be communicated to
customers. There are different types of advertising media present. Depending upon
various parameters like budget, reach, customer preferences, companies can
choose the required advertising media and help boost their brand. Some of the most
important types of advertising media are Television, Radio, Print, Out of Home
(OOH), and Digital.
In the past, the agency model has extended into media buying and placement
as well as creative development. Even further back in the past, it was done manually
– a media buyer on the phone with several vendors or media outlets, negotiating
and placing each piece of creative in a time-intensive process. But today’s
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advancements are far from what we have years ago. History is changing and we’re
facing towards ads on pre-recorded content, and we’ve trained our eyes and ears to
ignore the advertising noise on the radio, in digital, and just about everywhere else.
Marketing automation means we can quickly and efficiently target exactly who we
want to be talking to. And we can do so dynamically, adjusting our inputs and
reacting to new data as things change in real-time.
This research aims to know the effects of the five advertising media to the
Filipino Millennials in order to provide information to the future of advertising for the
use of practitioners, the academe, and students.
Theoretical Framework
This study used the Hierarchy of Effects theory as its footing. Robert Lavidge
and Gary Steiner (1961) created the Hierarchy of Effects, a leading model used by
advertisers to attract customers into buying a product or service.
The theory states six steps, from raising awareness, to the actual purchase of
the product being advertised. These steps are divided into three phases.
Hierarchy of effects hypothesize that audiences respond to messages in a
cognitive, affective, and conative or behavioral sequence. Cognitive relates to the
audiences’ belief and knowledge. During this phase, advertisements aim to raise
the awareness of the audiences’ by giving them information about the product, thus
Awareness and Knowledge starts the sequence. After knowing the product,
advertisers appeal to the audiences’ feelings and emotion, which is in the Affective
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Phase. This phase includes maintaining interest and creating desire for the product.
Steps involved in the affective phase are Liking and Preference. The final phase
involves how the advertisements influence the audience actions and behavior.
Conviction and Purchase are the final steps in the hierarchy. This phase aims for
the audiences to buy what the advertisements are selling.
The researchers used the Hierarchy of Effects to know which medium helps
the most in attaining the set objectives of advertisements, not only limited to
purchase, but also in raising awareness, increase in social media engagements,
building brand loyalty and participating in advocacies and activations being raised.
This will help in understanding the different cognitive, affective and conative effects
of media to Filipino Millennials.
AFFECTIVE
• Awareness • Liking • Conviction

• Knowledge • Preference • Purchase
COGNITIVE CONATIVE
Figure 1
The Hierarchy of Effect Model by Robert Lavidge and Gary Steiner
Conceptual Framework
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The conceptual model of this study used the IPO Model of Evaluation. IPO
stands for Input-Process-Output. Input refers to the external environment that is fed
into the system. Process is how the data gathered is transformed and treated to
produce the result in Output.
The input in this study includes the profile of the respondents, accessibility,
effects and recall of different advertising media as assessed by Filipino Millennials.
Process done are in the second frame, which includes production of
questionnaires to determine the input, assessment of the accessibility, effects and
recall of advertising media and the presentation, analyzing and interpretation of the
date collected from the questionnaires distributed.
The product or output of this study included the determined profile of the
respondents, assessed accessibility, effects and recall of the advertising media.
Findings and Recommendations was stated at the end of the study.
The advertisements released after this study will serve as future references of
the Filipino Millennials and its effects will function as inputs, thus the cycle repeats.
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INPUT PROCESS OUTPUT
Profile of the Determination of Profile of the

respondents respondents ‘profile. respondents determined
 Age
 Educational Level Assessment on the
 Average Monthly accessibility, effects and Accessibility, effects and
Family Income recall of different recall of different
advertising media to advertising media to
Filipino Millennials. Filipino Millennials
assessed
Accessibility of Medium
to Filipino Millennials
Presentation, Analysis Findings and
and Interpretation of recommendations
Effects of Advertising data through
Media to Filipino questionnaire
Millennials in terms of:
 Cognitive
 Affective
 Conative
Recall of Advertising
Medium and Brands
FEEDBACK
Figure 2. Research Paradigm

Statement of the Problem
This study is conducted to determine how the Filipino Millennials respond to
different advertising media.
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Specifically, this will answer the following questions:
1. What is the profile of the respondents?
1.1. Age
1.2. Educational Attainment
1.3. Average Monthly Family Income
2. What is the accessibility of the medium to the respondents?
3. What is the effectiveness of advertising medium in influencing the
respondents’ attitude towards brands, products or services in terms of:
3.1. Cognitive (Belief)
3.2. Affective (Feeling)
3.3. Conative (Action)
4. What is the medium of advertised brands that has most recall?
Hypothesis
There is no significant difference on the effectiveness of different advertising
medium in influencing the attitude of Filipino Millennials.
Scope and Limitation of the Study
This study targeted respondents according to the description of Filipino
‘Millennials’ from Rappler (2016) stating “those who were born between 1980-2000”.
Respondents are 18-37 years old, although categorized as millennials, has
difference in terms of attitude, lifestyle and habits, the reason why the researchers
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divided the age into 4 brackets with 125 respondents each; as one of the problems
this study wants to address is if the age has impact on the effects of advertising
media to Filipino Millennials.
The respondents were also limited to those residing and working in the 17 cities
and municipality of the National Capital Region, the country’s center of commerce.
This study focused on the advertising media, which are television, radio, print,
outdoor and digital advertisements.
Significance of the Study
The findings and recommendations of this study will benefit the following
individual and organizations.
Advertisers. This study will help advertisers in deciding which media they
should invest in. Advertisements usually cost a lot that proper planning and choice
of medium to convey the message is required. Though assisted by media planners
and advertising agencies, advertisers should also have knowledge in media
effectivity to ensure the efficiency of the money they will invest.
Media Planners. Millennials consist 1/3 of the country’s population. They also
belong to the highest spenders and majority are in the workforce, making them a
valuable market. Understanding how they respond to different medium will help
media planners in deciding strategic placement of the advertisements.
Media Vehicles. Each media has pros and cons. This study assessed the
effects of each media to millennials. As we are living in an environment with fast-
paced change in needs, it is important for media industries to know how to adapt to
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the needs of their market. At the end of this study, strengths and weaknesses of
each media are determined, helping different industries involved as media vehicles,
such as TV and radio stations, publications, newspaper and magazine companies,
social media pages and outdoor-spot providers, to use their strengths as well as
resolve their weaknesses to adapt to their markets’ needs.
Advertising Students. As future practitioners, advertising students are given
tasks to create campaigns and advocacies as training. This will help them in
understanding the market. Also, this study may be used to know the trend and
behavior to media of the market they are targeting.
Future Researchers. Trends and needs are changing fast, specially to
millennials. This study needs to be updated in the coming years to know if there is a
change of attitude towards advertising media. Also, this study may be used to test
the effectiveness of media in other factors, such as age, social economic status,
gender, or location.
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Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents an overview and discussions on literatures that have
emerged related to the researchers’ study. The materials include foreign and local
literature, foreign and local studies which are considered to be helpful in the study.
The synthesis that points out the relationship of the previous studies and literatures
are discussed in the last part.
History of Advertising Media
Advertising has evolved into a vastly complex form of communication, with
literally thousands of different ways for a business to get a message to the
consumer. Today's advertisers have a vast array of choices at their disposal
(Suggett, P., 2017). Mass communication in advertising is very important, because
the whole purpose of advertising would be getting the message across to those who
will purchase goods, to consumers. An advertising medium is any non-personal
means used to present an ad to its target audience. (Wikibooks, 2016)
The history of advertising reaches to the pre-industrial age, which indicates the
beginning period of written history and approximately the start of the nineteenth
century. Up to the industrial revolution, advertising and production remained
primarily a local phenomenon. Items such as land, slaves, and transport (goods and
services) were the one who were promoted. Later, after the invention of the paper
and the Gutenberg’s printing press, advertising started to develop and it became
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more popular. People no longer had to rely on their memories, and they had posters,
handbills, and signs to remember them about certain product or service. The
Industrializing age, which lasted by the end of World War I, improved the advertising
with the great social and economic changes. The importance of this period in the
history lays in the fact that products were branded and the promotion was greatly
emphasized (Wikibooks, 2016).
Newspaper wasn’t the only way for people to advertise their service and good,
through the progression of time, advertisement in radio became popular as well.
Radio has a great role in promotion because radio stations had specific program that
includes advertisements. After the World War II, Television has played an important
role for advertising grew rapidly and reached its position as the largest advertising
medium in terms of profits. As time went, advertising emphasis shifted from the
product features to brand image or its personality. During postindustrial age
(beginning of 1980) “Demarketing” became popular, which was a term coined during
the energy shortage of the 1970s and 1980s when advertising was used to slow the
demand for products. Poor economic situation of the world was the reason why
many turned to coupons and direct marketing for it was believed to be cost-effective
way of promotion.
As technology started to grow, it gave new opportunities to the advertising
industry. The Internet became a new way for advertisement and every media began
to adopt. Digital Marketing is the most dominant way of promotion, since people
spends more time in their smartphones and internet the advertising industry took
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this opportunity to expand. In the online world the vast number of new consumers
will come in contact with brand through the most popular, most shared content.
Digital marketing is the ground zero for finding new leads and bringing them in to
look at the business: It really is that simple (Schneider, D., 2017). Daniel Newman
(2015) said that, “In particular, the Millennials are proving to be a challenging market.
They are, as we call them “digital natives”, the first generation to grow up literally
attached to smart phones, tablets and laptops, with access to social media and the
internet…”. Moreover, Consumers have become more technology-savvy than ever,
and their needs are constantly changing.
Over the past few years, the Philippines has been making great strides in
embracing various digital marketing innovations, showing no signs of slowing down.
A Kantar TNS research in 2017 shows that Filipinos are among the world’s most
accepting and trusting of brands in social media. About six in every 10 connected
Pinoy consumers (59%) perceive the content they see on Facebook, Instagram, and
Twitter as reliable. “Filipinos are very open to interaction online, especially on social
media channels. They are happy to trust the content they read on these channels,
making them one of the most trusting countries in the region, second only to
Indonesia”. A digital marketing innovation has been around in the Philippines for
almost a decade, augmented reality (AR) allows businesses to provide consumers
a new immersive way to experience their brand (Viray, G., 2018).
According to Paul Suggett (2017), the internet alone provides many of these,
with the advent of branded viral videos, banners, advertorials, sponsored websites,
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branded chat rooms and so much more. In addition, a relatively new form of
advertising compared to the others, but one that’s dominating the media mix, uses
cellphones, iPads, Kindles, and other portable electronic devices with internet
connectivity. Current trends in mobile advertising involve major use of social media
such as Twitter, Instagram, Snapchat, and Facebook. However, if there is one thing
that's certain about advertising, it's that being different is good. In addition, when
consumers are tired of digital ads, a return to printed pieces and the tactile feeling
and permanence they provide is definitely in the cards.
Online Advertising in Philippines can be broadly classified into display
advertising, mobile advertising, search advertising and online video advertising.
Display Advertising has the largest share in the online advertising space in the
country. The average time spent by an individual on social media sites is way more
than any other sites on internet in Philippines. In addition to this, the industry has
been developing and gaining popularity in the country on account of rising internet
connectivity and coverage as well as increasing mobile penetration rate in the
country. (Businesswire, 2015).
Beyond the media, marketing is very important for advertising. According to the
Direct Marketing Association, “an interactive process of addressable communication
that uses one or more advertising media to effect, at any location, a measurable
sale, lead, retail purchase, or charitable donation, with this activity analyzed on a
database for the development of ongoing mutually beneficial relationships between
marketers and customers, prospects, or donors”. Public relations refer to
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management function that focuses on the relationships and communications that
individuals and organizations have with the society in reaching the mutual benefits.
Since both of them are very similar, the difference between advertising and the
public relations is that advertising is selling something (a product or idea), whereas
public relations is just promoting a product or idea (Wikibooks, 2016).
As advertising has moved on from television and newspaper columns to the
web and social media, the digital wave has had its share of patrons and critics.
However, for out-of-home advertising solutions, these digital trends have ushered in
a new set of tools that help companies offer more personalized products to
customers. Most millennials today are part of the smartphone generation, which is
on its feet a major part of the day. In view of such an on-the-go lifestyle, outdoor
advertising has become an important medium for companies. With a more
streamlined focus, outdoor advertising is also one of the few sectors, which have
adapted well to the changes in consumers’ preferences (Your Story, 2017).
According to the Adobo Magazine (2017), in the Philippines, 89% of consumers
surveyed report that they are seeing more ads in a wider variety of places than they
did three years ago. Despite 74% of Filipinos surveyed stating that the ads they see
across these channels ‘fit together’, many were uncomfortable with the increase in
advertising, with 72% agreeing that ads are more intrusive now.
Rene Guioguio (2015) said that “The following general patterns can be
observed in the evolution of the Philippine mass media. First, newspapers, radio and
television have long been privately owned, and have developed into very market-
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oriented media. Most of the time, they are devoted to tabloid and sensational
reporting, and they are mostly closely connected with large and diversified
corporations and these have at times put limits on what got reported. Second, in the
face of attempts by powerful groups including politicians to control the media,
particularly through bribery of media practitioners and/or threatening the businesses
of media owners there is always the counter balance of middle-class and "intelligent"
audiences that demand better mainstream coverage.” Advertising continues to
evolve and expand to adapt the new trends. Internet may be the most sought way
to advertise this day but do remember it still depends on what the consumer wants
and needs – print ads may be the oldest form but to this day, it still plays an
important role in the advertisement industry.
The Print Advertising
Print media advertising is a form of advertising that uses physically printed
media, such as magazines and newspapers, to reach consumers, business
customers and prospects (Linton, 2018 and Suggett, 2016). If an advertisement is
printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct
mail, or anything else that would be considered a portable printed medium, then it
usually comes under the banner of print advertising. There are notable exceptions,
when print dovetails into mediums like guerrilla advertising, or other Out Of Home
(OOH) executions. (Linton, 2018 and Suggett, 2016)
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It's hard to say exactly how old print advertising actually is. There are examples
of printed pieces dating back to early Egyptian times. In 17th century England,
several different forms of advertisements appeared in newspapers and on handbills.
But the general consensus is that print advertising as we know it today started life in
1836, when a French newspaper called La Presse charged for advertisements and
lowered the price of the newspaper. This is the birth of commercial press. (Linton,
2018 and Suggett, 2016)
Print advertisements have a significant impact on converting prospects to
customers. According to a Penn State study, nearly 80% of consumers act on direct
printed mail advertisements compared to a 45% that act on electronic
advertisements. Most consumers understand the internet is rife with fake advertising
at best, and grossly misleading marketing campaigns at worst. Print advertisements
never include pop-up screens that promote unseemly products and services. The
straightforward printed method for promoting products and services builds credibility,
which is the first step towards establishing the trust required for customers to take
action. (Bruce, 2017, Carbaugh, 2014, Rijaya, 2016, and Potochny, 2017)
Therefore, media context plays a significant role in establishing trust between
the customers. It is defined here as the characteristics of the content of the medium
in which an ad is inserted (articles in a magazine, spots in a television program), as
they are perceived by the individuals who are exposed to it. (Derks and Arora 1993,
Perry et al. 1997). As the progressive millennium continuously grow with time, so is
the public who are being exposed to the different media, whereas it is a neck and
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neck competition to get everyone’s attention. According to the research conducted
by Barton, Fromm, and Egan (2012), millennials’ expectation is different from
previous generations, and companies will need to rethink their brands, business
models, and marketing accordingly.
While many say the industry is destined for extinction, today’s Philippine print
industry is very much alive and kicking as it embraces the digital era. The industry
also looks to a brighter future given the new generation of markets that is both
content- and technology-savvy. Alegre (2015) said, “The print media industry still is
the No. 1 producer of content because our discipline is such that our reporters [or]
our writers run and do stories daily, depending on what they are covering; and we’re
the only one who does it in such a way that it is submitted every day,”. Since the
daily publications in the country—be they mainstream or business-oriented—have
metamorphosed from a newsroom that is strictly for hard copy to digital, and social
media that the current generation of young readers called the millennials more often
than not have turned to the print media for content.
According to Alegre (2015), considering that they account for 36 percent of the
country’s population of 98.39 million, the millennials are a lucrative market for print-
media players given that the group has the “power to decide, criticize or say what
they want.” A study was conducted by Omnicon Media Group, highlighting their
economic independence that contrasted sharply against counterparts in the region.
The report ranked Filipino millennials the highest among 32 markets in terms of
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expectations of doing good, or more likely to shop at stores, or buy products or
services from companies that make charitable donations.
According to the latest Nielsen Global Survey of Consumer Confidence, millennials
outpace the global average in terms of spending intentions in the first quarter of
2015. Two beliefs have surfaced from the millennials in the Philippines: They have
something to contribute to society and they need to have space to share their stories
(BusinessMirror, 2015).
In order for print to remain relevant, effective and exciting, it does need to
recognize the changes in the industry and consumers and be willing to innovate. A
new generation, the Millennials, are in the process of growing up and making
important decisions, like college choices (Fry, 2015). The industry needs to
understand the market and creatively cater to their needs.
Arkansas Graphics (2015) stated that measuring the impact your print advertising
has on your target audience provides insight that will influence your future marketing
decisions. If the current strategy is not creating enough business, recognizing that
is the first step toward refining your strategy and trying something more effective.
The Radio as an Advertising Medium
Radio has come a long way since it first began crackling across the airwaves
in broad fashion 100 years ago Nielsen (2015). Only a few years after the first radio
broadcasting proved a success, businesses began utilizing this new form of
broadcasting information out to the public. By promoting commodities and material
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goods over radio waves, companies could cover a greater area of listeners at all
times of the day and night. Since the early 1920s, companies all across the United
States have employed the services of radio broadcasting stations to get there
products and services out on the market and directly to the listeners. Over the
decades since, the styles and formats of these radio commercials have adapted and
changed to the times and the people listening.
FM radio began to become more popular and listeners of a new generation
began to express the need for broadcasting certain genres of music on the radio
waves. Instead of broadcasting variety shows and competing with television, radio
stations broadcasted rock and roll music among other genres. Corporations picked
up on the transformation and sought to promote their products on multiple
frequencies throughout the entire day. However, more sponsors meant less air time
for each commercial so it’s no surprise that the length of the commercials decreased.
Starting in the 60s and 70s, commercials averaged under a minute and normally
ended around 30 second mark. Advertisers needed to become creative and add
more than just a jingle to their commercials. Commercials started to take on comedic
qualities or tried to act more conversational as opposed to previous commercials
where companies utilized experts in certain fields to persuade consumers.
Radio has recently taken the backburner to many other modes of
communication and advertising including television and the internet. However, radio
is still an important tool for companies to communicate to a mass number of people.
While virtually all radio stations practice the multi-sponsored form of advertising, this
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technique proves beneficial to listeners, companies, and radio stations. Listeners
hear more of a variety of advertisements including certain local events that can be
entertaining, companies can advertise using several radio stations and throughout
the day instead of just during their sponsored show, and radio stations can receive
more money from competing corporations for shorter time slots.
Today, in addition to entertaining listeners around the globe, radio is a powerful
way for companies and brands to engage with consumers. In fact, the recent Nielsen
Catalina Solutions (NCS) study found a direct link between radio advertising and
brick-and-mortar retail sales — evidence that money spent on radio is money well
spent. In this first major radio effectiveness study, the research found that each dollar
of ad spend generated an average sales return of $6 from the listeners in the 28
days after they heard the ads.
NCS reviewed the effectiveness of radio advertising by looking at the impact of
specific ad campaigns across 10 brands — eight consumer packaged goods (CPG)
brands and two retail brands. To reach its findings, NCS used a combination of data
collected from Nielsen Portable People Meters (PPMs) and information from 60
million shopper households to arrive at a single-source methodology that measured
the specific media buys of the 10 brands across all radio commercials measured by
Media Monitors on national and local stations. While the study found that advertisers
gained an average $6 return for every $1 spent, it identified significantly different
returns across categories.
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According to Maxico (2013), Radio is an ideal media for marketing fast moving
consumer goods because it can reach wide targeted listener demographics in urban
habitat. Media preferences have revived radio listening as source of mobile
entrainment among urban commuter. Radio advertisements that are anchored
using new approaches have emerged as purposeful cross-cultural
communication and public hearing (O’Donnell, 2009). This study on impact of
radio advertisements on consumer behavior revealed that advantage shopping at
retail stores in response to radio advertisements is highly influenced by the physical,
cognitive and economic variables. In analyzing the relationship between firms' sales
and advertising this study differentiates between the type and content formulation of
the advertising message, and the effectiveness of medium used to communicate it.
Radio advertisements propagating promotional messages on sales of products
have quick response to the supermarkets and department stores – reaching out a
vast majority of the public. According to Radiocentre, the UK’s commercial radio
sector reaped its largest ever annual advertising revenue total in 2016, with spending
worth £645.8 million ($986.9 million). The year 2016’s tally was up 5.4% over 2015
and was commercial radio’s third consecutive annual revenue gain. The year
included a record-setting fourth quarter when radio ad spending, worth £181.1
million ($276.8 million), hit its highest level since 2003. According to Radio Joint
Audience Research Limited (RAJAR) - UK, traditional AM/FM radio listening
expanded somewhat faster, with 74.5% of the UK population ages 15 and older
tuning in at least weekly during the period. Listeners of radio commercials are
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attracted towards advertisements which are more entertaining while
disseminating the message. Commercial broadcasts on radio on retail prices and
variety of sales promotions induce listeners to acquire a better understanding of the
end benefits and drive cognitive effects towards making buying decisions.
Advertisements on radio are designed around the concept of customer value and
focused to deal with widespread retail competition, and knowledgeable and
empowered consumers.
Even in the age of Facebook and Twitter, good old radio is still an important
medium, with a growing number of FM listeners tuning in via mobile. The Millennial
Research Project, conducted by Jacobs Media over the last year and commissioned
by the Public Radio Program Directors Association, found that millennials don’t fit
commonly cited stereotypes of being lazy and addicted to technology. It also
suggests that their habits are changing how media content is consumed. The
qualitative study included 25 one-on-one interviews with millennials in five markets
with public radio stations. Sixteen of the interviewees said they listen to public radio;
nine did not listen. Jacobs Media also conducted 12 ethnographic studies of
millennials recruited from Facebook pages of four public radio stations. The study
also found that interviewees most often listened to public radio on smartphones.
Many of the millennials use apps from local stations, but only for streaming, with less
awareness of other features offered by the apps. If needed to make changes,
advertisers should spend a little less time thinking about Nielsen and program
schedules and little more time trying to identify ways to create and distribute content
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that millennials find appealing. Advertisers should have to understand that this huge
generation of people are tending to just want it in a different form. (Falk, 2017)
Buluran (2013) stated that, "Radio is a medium that's there. It has retained its
effectiveness and potential. It just has to protect what is already theirs so they
wouldn't be encroached upon by existing or emerging media,” According to a study
conducted by Kantar Media and the Radio Research Council - Kapisanan ng mga
Brodkaster ng Pilipinas which gathered 2013 radio industry data, 33 percent of
Filipinos' FM radio listening is done through mobile devices. Buluran (2013) stated
that radio should strengthen their programs during peak hours, which occur when
TV is half-asleep. While TV's peaks are during noontime and in the evening, radio
has its listening peaks in the early morning and late at night. From 6 a.m. to 10 a.m.,
there are over four million listeners, while there are almost two million listeners from
9 p.m. onwards, according to the study.
While over two million Filipinos listening during primetime when they reach their
houses, radio reaches touch points that other media cannot reach – and there are
also 300,000 Filipinos listen to the radio at work. The study also showed that there
are 100,000 who listen while in transit from 9 a.m. to 10 a.m. Of those who listen in
transit, 45 percent are from upper to middle class. (Adobo Magazine, 2014)
According to Buluran (2013), brands can maximize radio to further promote
their products and services through these underutilized air time slots. In urban
Philippines, radio can reach up to 20 million, according to the study. While TV gets
the lion's share of advertising expenditure (77 percent), radio is the second largest
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medium, getting 18 percent. According to the 'Tuning in to Radio' study, although
people spend less time on radio than they do watching TV, radio captures audiences
for longer periods per session. While TV viewers spend 16 sessions per day, radio
listeners spend almost two sessions, but each session for TV lasts an average of
only 20 minutes compared to the average radio session of 105 minutes. In the whole
of your waking hours, you can be reached by radio. That's the core strength of radio.
If advertisers can maximize that, there's merit in using the medium. (Adobo
Magazine, 2014)
The Television as an Advertising Medium
Television (TV) Advertising is a vital marketing tool as well as powerful
communication medium. The basic objective of any advertisement is to stimulate
sales, direct or indirect by trying to make tall claims about product performance.
Nowadays, there is a competition among marketers to grab consumer attention.
Firms generally try to increase demand of goods or services by influencing
customers’ preferences through advertising. Television advertising employs
attention grabbing trick such as catchy and pleasing music, lyrics, jingles, humor and
repeated messages. (Vijaya Chithra, T., Kothai, S., 2014).
For the past several years, it has become a popular opinion that TV advertising,
like a lot of other traditional forms of advertising (ex. Radio Advertising, Digital
Billboard Advertising, and other forms of print advertising, such as Newspapers and
Magazines) are on their way to being extinct. But this is far from the truth. If anything,
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TV is redefining its importance to audiences and advertisers as a trustful source to
obtain information, news, and entertainment. (Sheiman, A., 2017)
Ligo Koshy also claims that television has held the title of the largest mass
medium used for advertising for more than 60 years, and that designation has not
been overtaken even with the growth of the internet. Television is an important
component of a media plan because of its pervasiveness, impact and targeting
abilities. Television and advertising together present a lethal combination and has
become an integral part of modern society. It is the most convenient route to reach
to youth consumers.
According to new research by the marketing analytics firm MarketShare, TV
remains the most efficient vehicle through which to drive consumer purchases, out-
delivering digital media (display and social), print and radio. (Anthony, C., 2015)
Relating to this, a recent study reported by Nielsen—Television ads still reign
supreme as most effective advertising medium in the Philippines, but with video-on-
demand (VOD) advertisements in social media and other online platforms
increasingly supplementing TV’s effectivity. The report revealed that 59 percent of
online Filipino consumers are subscribed to a cable provider, while just 16 percent
are subscribed to an online service provider. The study, which surveyed 30,000
respondents from 61 countries, showed that 81 percent of Filipino respondents
subscribed to an online service provider claim they watch some form of VOD
programming including long-and short-form content, be it through TV, computer,
tablet, or a mobile phone. (Giongco, A., 2016).
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Also, an article from Adobo Magazine stated that with so many channels to
choose from, marketers are able to reach each consumer multiple times with multiple
messages. However, marketers need to ensure that they select the right
multichannel strategy to deliver content that is relevant and welcomed by the
consumer, or risk alienating them.
According to Nicco de Jesus, Head of Media, Analytics and Digital for Kantar
in the Philippines, the results show that marketers cannot continue to push large
volumes of ads to consumers through the same methods or schedules that they
have been using in the past. “Instead, marketers must focus on integrating their
campaigns to catch consumers at the moment where they are most open to
advertising and do it in an enjoyable way. With intelligent use of the right channels
and creative messages, marketers can deliver measurable impact.
The Out-of-Home Advertising Medium
Out-of-home (OOH) advertising media, or Outdoor media, are characterized as
an effective media that builds a large local coverage and high exposure frequency
in dense and mobile population. They are the second most effective form of
advertising – flaunting a large scale of advertisements and media devices. People
easily register the photographic data and short phrases in OOH media that easily
touches thousands of people in the metro. OOH media is an excellent vehicle that
reach a mobile consumer who spends more time travelling than staying at home. It
can make an impact in the subconscious mind of the consumers – everyone who
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uses the road where the billboard is located (Fulgham, 2015). Outdoor advertising
is an inescapable medium. You can turn off the television, turn off the radio, close
the pages of the newspaper or magazine, put down a mobile phone, but one cannot
easily avoid outdoor advertising (Tronco, 2015).
Although the first known billboard was in ancient Egypt, you could say it all
really started in the 1790s, when lithography, a method of printing using oil and
water, was invented, making the creation of posters possible. From then on, posters
gradually increased in popularity and started to be used in locations where
pedestrian traffic was high. Following the introduction of posters, the first record of
a billboard being rented was quite some years later, in 1867. From then on, the
industry began to increase and become formalized. Over time, the industry has
expanded to include a large and varied range of different outdoor advertising
formats. As a result, the name ‘out-of-home advertising’ has become more widely
used, as advertising space is now available in newer locations such as transit (such
as tubes, buses, airports) and many other new non-outdoor locations. (The
Operators, 2015)
Posters and screens on the platforms and stations are visually attractive to
attract consumers’ attention to an advertised product before passengers get on a
transport; to engrave the product or brand in the minds the consumers (Belch and
Belch, 2009). Outdoor advertising can be and has been proven, to work best with
other mediums. The impact and reach of Outdoor advertising is greater and can
remind the consumer of the message across other media. Outdoor advertising can
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offer brands and companies a fresh and creative approach to reaching consumer.
OOH advertising and the Internet are the two fastest growing media segments said
by the Outdoor Advertising Association of America Inc. (OAAA). OOH media is
comprised of several hundred standard advertising formats that surround and
immerse consumers outside home to communicate in a unique way (Dimmock,
2015).
Billboard advertising is a traditional OOH advertising format, but there has been
significant growth in digital OOH (digital billboards and place-based networks) in
recent years; for example, about 4,900 digital billboard displays have been installed
in China and the United States. Traditional roadside billboards remain the
predominant form of OOH advertising in the US with 66 percent of total annual
revenue. Today, billboard revenue is 73 percent local ads, 18 percent national ads,
and 9 percent public service ads. Street furniture, transit, and alternative media
formats comprise 34 percent of total outdoor revenue in the US. Some of these
formats have a higher percentage of national ads than traditional billboards.
(Wikipedia, 2018)
According to Gibson, D. (2017) everybody is still on hooked with visual appeals
like posters. They say that Out-of-home advertising media is still a great way to grab
the audience’s attention to the product advertised. It gets people talking and makes
you feel grand to see yourself up on that site. Posters are less expensive too. It
should be prepared in such a manner that it looks attractive and is capable of
conveying the idea at a glance. It is only the passersby who look at the posters. They
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are always in a hurry to go. The poster must, therefore, convey the idea briefly. It
must also make use of suitable and attractive colors and pictures.
One of the strong points of OOH is the wide roads coming to and fro, north to south.
With the inevitable traffic going on between roads, in itself is an advantage for OOH.
Being stuck in traffic has become part of everyday life in the Philippines — the cost
people pay to enjoy the benefits of city living. But the frustrations of many can be a
gold mine to some — and it’s hard to imagine an industry benefiting more from road
congestion, with the captive audience it creates, than billboard companies. (Munoz,
2015) The average travel time on EDSA, from Monumento to Taft Ave., is 95
minutes, which can rise to 180 minutes in peak hours. Data from the Japan
International Cooperation Agency (JICA) and the Land Transportation Office (LTO)
suggest that clogged roads in the Philippine capital cost the economy P2.4 billion a
day, or around P200 per capita. Part of the reason for this congestion is that hardly
anyone ever stays home. A study published by PhilCOuRSe reveals that only 14
percent of Filipinos stay at home 100 percent of the day while the 86 percent are out
and about, creating the traffic that helps make OOH a viable alternative to other
forms of media. (Munoz, 2015)
Billboards are nothing fancy technology-wise — in fact they’re thought to be
one of the earliest forms of advertising. In the Philippines OOH media spending
commanded 11.2 percent of total advertising expenditure in 2013 — significantly
higher than the global average of 7.4 percent. That 2013 represents a steady rise
from 7 percent in 2007. But the conditions for the rise of OOH were sown long before,
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in the dramatic rise of vehicle ownership over the last three decades, from a mere
446,000 in 1980 to 1.9 million in 2010. Tronco (2015) stated that, “Traffic congestion
likely plays a large role in the growth of out-of-home advertising. As slow speeds on
the roads force commuters to be consumers of OOH media.”
However, it’s a spot battle. Marketers and advertisers contend for the most strategic
location in major thoroughfares around Metro Manila. Thus, messages and content
are sustained 24/7, and are least likely to be missed by its target audience. Billboard
brands can generate substantial awareness. He quoted that “It’s all about strategy
in placement. It would really stick. And, throughout time, marketers are given a
leeway for creative OOH executions, ranging from static to digital billboards,” and
the case of OOH Philippines, we now see an integration of mediums, say for
example, using billboards and display to be a point for contact to online promotions,
such as pushing content to social-media sites. “The future of the OOH in the Digital
Age paves the way for a new OOH experience that generates talk value, transforms
other media to OOH, evokes feelings through physical engagement, and is
technology driven”. To highlight that OOH is a medium that is very useful in reaching
the customers (Lim, 2017, p. 9).
For millennials the smartphone is ubiquitous. Advertisers should be highly
aware of the actions audiences take after exposure to their messages. According to
a 2016 Outperform study, OOH drives a massive 140 percent uplift in smartphone
brand actions amongst millennials, compared to an average 17 percent increase.
So, there is everything to play for here. The study also reveals 63 percent of
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millennials block ads on their devices, making OOH a crucial method of brand
exposure. (“Out-of-home advertising to millennials”, 2017)
Millennials are tech savvy and respond well to integrated campaigns. Despite
this, traditional mediums such as OOH have a strong appeal and are often more
effective at driving brand engagement and influencing purchasing decisions. Often
portrayed as flighty and fussy, millennials are in fact the most brand-loyal generation.
According to Altus (2017), they have grown up in a media saturated world where
they earned a healthy skepticism when it comes to advertising and will take steps to
actively avoid it in many cases. But when it comes to out of home, 60 percent of
millennials trust OOH – more than any other demographic group. There is a much
greater difference in the way millennials interact with media than say, the difference
between Boomers & Gen X. They live active lives that are mostly spent outside the
home, traveling to work, to work-out, or to go out with friends. To be successful today
in our millennial world, brands and marketers need to shift and adapt to this lifestyle.
Brands have to put in real work to win that loyalty, with millennials looking for
substance and for brands that speak to them in a genuine way and that offer real
value, be it deals, quality products, or unique perspectives.
OOH is the other key change to our industry has been the growth of ‘adaptive’
OOH inventory, chiefly through digital screens. OOH media owners should be
applauded for continuing to invest in premium looking digital OOH opportunities.
Initiatives like Route have played a major part in boosting OOH’s targeted
effectiveness. Using this data, we can tailor each plan for our clients to impact their
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audiences wherever they may be. As additional locations and environments have
been added to the system since launch and continue to be added, our insight and
ability to optimize continues to increase. Ford said, “I was encouraged (and relieved)
to hear that broad reach is still crucial for effectiveness, with out-of-home (OOH)
media playing an important part in achieving this”. To take the rising effectiveness
of OOH advertisements (Oli, 2017).
The New Media
Digital advertising brought impact on the daily lives of the consumers and
transformed the way companies do their business. The first spam e-mail was sent
in 1978. It went out over the ARPAnet, the Internet's precursor, to 400 recipients
who were invited to a product presentation of Digital Equipment Corporation's new
line of computers. As web users learned to tune out banner ads, the pop-up ads
appeared in the early 2000s. Some contained advertising materials, while others
requested personal info from users. However, because web users found them
annoying, pop-up blockers soon followed. Pay per click advertising (also known as
PPC) was invented in 1998, but it did not come into fruition until the mid-2000s. This
was, in part, due to Google's ability to place advertisements on a webpage based
on its relevancy to the content. This development made digital advertising much
more effective. Today, social media advertising let’s online marketing teams target
users based on their likes, dislikes, location, age, and other relevant information.
Although it is currently the most popular form of digital advertising, it is merely the
latest evolution in the ever-changing advertising landscape. (Bryan, 2017)
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Digital is now playing a huge part in advertising. Since the release of internet,
businesses leverage internet technologies to deliver their promotional
advertisements to consumers. Digital advertising includes messages delivered
through email, social media websites, online advertising on search engines, banner
ads on mobile or Web sites and affiliate programs. Online advertising is an emerging
form of advertising which grows with the rapid development of Internet and gradually
becomes one of the most important advertising medium. Berthona, Pitt and Watson
(1996) mention Internet is a virtual place where consumers interact with different
advertisers. From Internet, advertisers can sustain and enhance the relationship with
consumers who come from worldwide, and “represent a remarkable new opportunity
for businesses to communicate with new and existing markets in a very integrated
way.” (Berthona, Pitt and Watson, 1996)
Interactivity is one of the most important characteristics of online advertising, as
Fortin and Dholakia (2003) pointed out, interactive marketing and advertising
technology can help consumer find the product which they need effectively, and
interactivity is more in line with an information processing perspective and supportive
of a uses and gratifications paradigm. Since the characteristics of interactivity are
different from traditional advertising, consumers can look for the information that
they want to know by clicking the hyperlink or using search engine.
As Stewart and Pavlou (2002) mention that consumers have more influence on
the process of communication by their actions: selecting, searching for, using, and
responding. Thus, advertisers must deal with this influence which consumers have
39
on the interaction, and they have to change their previous approach of traditional
advertising, which means that they should consider consumer behavior in almost
the whole decision-making process.
Many advertisers have either increased their spending on the digital media, or
have switched from the traditional media as they believe interactive advertising on
the internet, mobile phones, and social networks is more effective and efficient, given
the rising cost of traditional media. However, such a shift does not necessarily mean
that traditional advertising would fade away in the near future. Many studies have
indicated that digital advertising works in conjunction with TV, print, and other
traditional media to generate the greater increase in marketing effectiveness.
(Koetsier, 2014)
Roxas (2017), country marketing manager for Google Philippines, stated that
there is growth absolutely in terms of people using digital platforms to advertise for
consumers. He also pointed out there was an earlier misconception that the mobile
platform will only be embraced by youth groups, such as the millennials. However,
he said the huge upsurge in the number of subscribers of both Globe Telecom and
Smart Communications has proven it wrong. The power of digital ad formats cannot
be underestimated, as they offer many advantages for achieving effective reach.
Passionate brand advocates can be powerful allies to amplify your message, but
you need to give them a reason to talk. Evolve the relationship from a one-way sales
pitch to a two-way conversation. And be transparent and accountable. Online brand
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advocates can quickly become adversaries with the power to damage credibility and
reputation if things go wrong (Beard, 2015).
From the study presented by GetCRaft (2017), Southeast Asia’s premier
content marketing, marketers spend 21.5% of their budget on digital. The drivers
behind this growth are mostly demographic: increasing consumerism, an emerging
middle class, and rapid mobile youth penetration. Digital marketing will be buoyed
by improved technological infrastructure, internet penetration and broadband speed.
Increase in knowledge will also positively impact growth. As marketers better
understand the models that allow them to best hit their targets, digital channels will
increasingly be viewed as more cost-effective, encouraging brands and agencies to
spend more on digital.
The new 2018 Global Digital suite of reports from We Are Social and Hootsuite
reveals that there are now more than 4 billion people around the world using the
internet. Over half of the world’s population is now online, with the latest data
showing that nearly a quarter of a billion new users came online for the first time in
2017. Africa has seen the fastest growth rates, with the number of internet users
across the continent increasing by more than 20 percent year-on-year. Much of this
year’s growth in internet users has been driven by more affordable smartphones and
mobile data plans. More than 200 million people got their first mobile device in 2017,
and two-thirds of the world’s 7.6 billion inhabitants now have a mobile phone. More
than half of the handsets in use today are ‘smart’ devices too, so it’s increasingly
easy for people to enjoy a rich internet experience wherever they are.
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Kemp (2018) stated that social media use continues to grow rapidly too, and
the number of people using the top platform in each country has increased by almost
1 million new users every day during the past 12 months. More than 3 billion people
around the world now use social media each month, with 9 in 10 of those users
accessing their chosen platforms via mobile. Representing 239 countries and
territories, the seventh annual report finds the number of Internet users in the world
has now surpassed the 4-billion mark, putting more than half the global population
online. Of that, social media brings nearly 3.2 billion active users online to connect
with each other, consume media, interact with brands, and more. On the local front,
the report revealed that the Philippines now has 67 million Internet users, with all of
them active on social media. (Newsbytes Philippines, 2018)
The Philippines stand among the frontline digital economies in the region. With
over 33 million users, the country is the second highest ranking in Southeast Asia
and the 6th in the whole of Asia in terms of Internet users according to the Asia
Digital Marketing Association (ADMA) and the Internet World statistics. More than
34 percent of online Filipino users visit the Internet every day, while more than 45
percent go online at least once a week. When they do use the Internet, the average
Filipino user spends up to 21.5 hours each week online. The number of Filipinos
subscribing to broadband facilities is expected to increase at an 11.3 percent growth
rate until 2016 where it was also forecasted that more than 59 percent of Filipinos
will be online users by that time. While, more than 65 percent of Filipinos in the 15
to 19 years old category use the Internet, accounting for the highest penetration rate
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in the country. At least 74 percent of these users access the Internet on various
devices at Internet cafes. This is followed by the 20 to 29 years old age group at 48
percent penetration. There is still a tremendous amount of opportunities for growth
for other age demographics. 24 percent of the 30+ age group go online while a lower
number of 13 percent from the 40+ age group access the Internet. Interestingly,
about 4 percent of consumers from the 50+ and above age group also go online,
spending time on various activities they have interests on. Thus, paving way for the
digital movement in the country. (Gregorio, 2015)
Raised in a digital, media-saturated world, millennials are digital natives — and
are therefore the first to notice if your digital experience is lacking. To be clear,
nailing the digital experience involves more than providing extraordinary customer
service online. It’s using social media and technology in ways that create delightful
experiences across all touchpoints — from design to content to customer support to
creating a seamless offline-to-online experience. A recent study conducted by
Annalect shows that 47% of millennials claim that social media has helped introduce
them to new brands. A whopping 71% are more likely to buy from brands they ‘like’
on Facebook or follow on Twitter. Facebook alone influences millennials’ purchasing
decisions more than any other channel — clear evidence of the power of word-of-
mouth marketing in mass.
Clearly, social media is having a positive influence on business. A recent
KPMG report examined the effect of technology-related trends on businesses and
found that 71% of companies believe social media is impacting their businesses. A
43
robust social strategy is a must have for experiential marketing and killer digital
experiences. The millennial customer journey is highly influenced by technology —
more so than any other generation. 73% of millennials report that they would rather
have digital experiences with their banks than personal ones. Compared to older
generations, millennials are most likely to use online- and mobile-banking channels
due to easy-to-use websites and great apps. Technology equals convenience for
millennials — more than half of Annalect’s survey respondents (52%) consider a
brand’s use of technology before making a purchase, and 39% say they are loyal to
a brand that’s use of technology is up to date.
GetCraft (2017) also highlighted the top priority for marketing departments this
year – customer relationship management. The findings revealed that marketers’
sphere of activity has now broadened, as they concentrate on how to deliver the
best overall customer experience, ahead of the traditional aim of increasing brand
awareness. Social media continues to dominate, but content marketing, influencer
marketing, and sponsored content are on the rise. Brands view social media—both
paid and organic— as the most effective digital channel for marketing, due to the
high number of active users, the enormous amount of time users spend using the
channel, and cost efficiency. (Osorio, 2017) Investing in millennial engagement
involves finding the right balance between traditional and digital experiences. As the
world becomes increasingly more digital, opportunities to exceed millennial
expectations — and prepare brand marketing for Gen Z consumers — grow. Smart
44
brands are ditching traditional ads, focusing on design, and leveraging social media
and technology. (Friedman, 2017)
Companies can get their information out to the public faster than ever. Instead
of printing inserts and waiting for the Sunday paper to announce their sales,
companies now can let the world know about an exciting promotion through email,
social networking, their websites and Internet ads. However, digital media can
spread bad information about a business just as fast as it can spread good
information. According Pavlov and Stewart (2000), results measure the outcome of
consumers having been exposed to messages. Advertising effectiveness is a large
part of any marketing campaign; and the marketers need to know if their
advertisements have affected their target audience. Understanding your audience is
one thing, but integrating digital into their behaviors is quite another. When brands
think about creating digital experiences, they must think about how every aspect of
the experience works together — including the influence of great design. (Friedman,
2017)
Synthesis of the Reviewed Literature and Studies
The reviewed literature and studies helped the researchers understand how
advertising media evolved locally and internationally and its progression through
time. From using the papyrus to mobile phones, the advertising media has come a
long way when oral traditions where the first wildfires at the time. With this can
researchers understand the ability and adaptability of the different advertising media.
45
Through its evolvement, advertising media paved way to innovations to cater to the
public’s attention - starting from its creative visuals, catchy tagline, and upbeat
music, the advertising industry has been setting bars to create greater works than
the other. It gave the researchers a better perspective about the industry of each
advertising media; the development of mediums from traditional media to digital
platforms, the different ways the industry design advertising, shaping it make full of
its capability and versatility, and the tough competition that arises between the
different advertising media – whereas it also, presented the essence of the study.
Moreover, it gave the researchers perceptiveness on how each advertising
media can become an effective powerful tool to disseminate information to the
public. Both the past and recent studies are in agreement that advertising media has
been constantly growing, changing, and adapting to coax its public into buying new
products and services through new media approach and clever strategies. However,
both also argued on how effective each advertising media is to the public conditional
to the factors. Thus, the researchers are determined to investigate the factors that
affects each of the advertising media in relation to its effectiveness to the public. All
cited works are used to provide background information for the study, deeper
understanding of the study, and insights for the researchers while others will be used
in the following chapters of the study.
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Chapter 3
RESEARCH METHODOLOGY
This chapter outlines the research design and methodology used in this study. It
presents the respondents of the study, instrument used, validation of instrument,
data gathering procedures, and statistical treatment of data.
Method of Research
The researchers used descriptive method which is deliberated to gather
information about how effective the different types of advertising media (television,
radio, OOH, digital and print) to Filipino millennial. The research relies on the three
main purposes of descriptive method which are describing; the respondents profile
and the different types of medium to be analyze, explaining; medium’s effectiveness
to the respondents and validating; the most effective medium among the
respondents. Likewise, it can detect significant relationship among current
phenomena.
This study will used the survey method research by means of qualitative
approach that will use survey questionnaires to gather and collect data from the
respondents.
Population, Sample Size, and Sampling Technique
One-third of the Philippines population or approximately 35 million people are
Filipino millennial. We are given a sample size of 500 respondents.
47
The researchers utilized a stratified sampling or dividing and creating a sub-
population within the overall population. Minimizing the respondents into a sub-
population gives the researcher the privilege to gather specific and clearer
information and data independently in each group which will be the support and
foundation of the research. In this way, the researchers will know the differences
and why this medium is more effective in this stratum. The simple random sampling
is applied within each stratum as long as they pass the respondents description and
profile.
Description of Respondents
Respondents are from National Capital Region, cities of Caloocan, Las Pinas,
Malabon, Marikina, Navotas, Manila, Makati, Pateros, Quezon, San Juan, Pasay,
Pasig, Taguig, Muntinlupa, Paranaque, Mandaluyong and Valenzuela, being the
country’s center of commerce, with students and young professionals that are
qualified and considered millennial. The age sub-population ranges from 18 to 37
years old, either male or female.
Research Instrument
The researchers used questionnaire as the main instrument to gather data and
information. The questionnaire was divided into four parts. The first part contained a
checklist regarding their profile such as their location, age, sex, highest educational
level and average monthly income.
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The second part focuses on the respondent’s media exposure, stating how
often they encounter advertisements on the different media specifically television,
radio, OOH, print and online/ digital using the 5-point scale derived from Likert Scale.
The choices were drafted as the following:
Options Verbal Interpretation
5 Always
4 Often
3 Sometimes
2 Seldom
1 Never
For the third part of the questionnaire, the researchers used another 5-point
Likert scale to measure the effectiveness of the different media. The respondents
rated each medium based on how it influenced their behavior toward brands,
products and services or brands being advertised. The researchers also applied
Theory of Mind (ToM) using the cognitive that involves conscious intellectual activity
if it catches attention, comprehensible, and credible; affective relating to mood and
feelings if it is entertaining, sincere and motivating; and conative that drives how one
acts on those thoughts and feelings if it is referable, convincing and develops loyalty.
The choices were interpreted as the following:
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Options Verbal Interpretation
5 Extremely effective
4 Very effective
3 Moderately effective
2 Slightly effective
1 Not effective
The last part dealt with brand and media recall. The respondents were asked
about the brand or product advertisement that they remembered and which media
did they encounter it.
Data-Gathering Procedure
Upon the adviser’s approval and validation of the questionnaire, the researchers
created a plan in distributing the questionnaire to the given sample size of 500
respondents from the cities in National Capital Region. The researchers categorized
the respondents by the millennial age range 18-22, 23-27, 28-32 and 33-37 which
resulted to 4 brackets. After being categorized, it was distributed to the 5 groups that
corresponded the assigned advertising media (television, radio, OOH, digital and
print) which required a total of 100 respondents each. As per group distribution, each
age bracket was composed of 25 questionnaires. The questionnaire from ages 18-
22 was given mostly to the students. Meanwhile, the questionnaire from ages 23-
27, 28-32 and 33-37 were answered by the young professionals belonging in labor
force. The survey took three working days to be finished.
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After the questionnaire was completed, the researches tallied and interpreted
the data gathered from the respondents.
Statistical Treatment of Data
The collected responses made by the respondents were tallied and statistically
analyzed using the frequency count, mean, and ranking.
1. Frequency and Percentage
This method was used to show the number of respondents per age bracket
and the occurrences of each answer in the survey questionnaire on a particular
question. The responses were tallied using the frequency. The percentage of each
item was solved by dividing the frequency with the total sample number of
respondents in the survey.
The formula in this method was:
𝑓 × 100
%=
𝑛
where:
% = percentage
f = frequency
n = 500 respondents
51
2. Weighted Mean
It was used to determine the average responses from the different options
provided on the media accessibility and media effectiveness of the survey
questionnaire.
Weighted mean was computed by the given formula:
𝛴𝑓𝑥
𝑥=
𝑛
where:
x = weighted mean
∑ƒx = the sum of all the products of ƒ and x, ƒ
being the frequency of each weight and x as the
weight of each operation
n = 500 respondents
The computed weighted mean was translated into the corresponding verbal
interpretation:
Range Verbal Interpretation
4.20-5.00 Extremely effective (EE)
3.40-4.19 Very effective (VE)
2.60-3.39 Moderately effective (ME)
1.80-2.59 Slightly effective (SE)
1.00-1.79 Not effective (NE)
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3. Ranking
The researchers used this method to transform values of the Likert-Scale to
their rank after the data were sorted.
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Chapter 4
RESULTS AND DISCUSSIONS
This chapter includes the presentation and discussion of the data analyzed and
interpreted from the survey questionnaire. The presentation followed the order of the
statement of the problem.
1. Profile the respondents
1.1. Age
Table 1
Frequency and Percent Distribution

of the Respondents by Age
Age Frequency Percentage

18-22 years old 125 25.0
23-27 years old 125 25.0
28-32 years old 125 25.0
33-37 years old 125 25.0
Total 500 100.0
Table 1 shows the distribution of the age of the respondents. The 500
respondents are divided equally into four age brackets, with 125 respondents or
25% for each bracket, which are 18-22 years old, 23-27 years old, 28-32 years old
and 33-37 years old.
Age is an important demographic factor that affects consumer behavior
(Pratap, 2017). According to The College Investor (2018), the age of millennials,
18-37 years old, is a big range, therefore there is a need to segment them. Since,
the taste of this generation is vastly different, and they are more digitally inclined,
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this affects not just the choice of marketing strategy but also the marketing channels
used to market to them. The personality, lifestyle and purchasing behavior varies
by each age group, segmenting them will make sure that this study will have equal
voices from all the age groups of millennials.
1.2. Educational Attainment
Table 2 summarizes the distribution of the respondents according to their
educational attainment. Ten (10) respondents are Elementary Graduates, 176 or
35.2% are Secondary or High School Graduates, 276 or 55.2% are College
Graduates and 38 or 7.6% finished as Post Graduates.
Table 2
Frequency and Percent Distribution

of the Respondents by Educational Attainment
Level Frequency Percentage

Elementary Grad 10 2.0
Secondary Grad 176 35.2
College Grad 276 55.2
Post Grad 38 7.6
Total 500 100.0
Education affects how people view things around them. It affects the level of
discretion they employ while making purchases. People’s preferences can change
with education. Every customer is well informed in this era. However, the more
educated ones take more time before deciding a purchase. It affects even your
choice of stationary and the magazines you are reading. Highly educated
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customers look for information and do not rely on ads alone. They question the
information served before them. If observed carefully, education’s effect can
easily be seen on consumer behavior.
1.3. Average Monthly Family Income
Table 3
Frequency and Percent Distribution of the Respondents

by Average Monthly Family Income
Income Frequency Percentage

Php15, 000 and below 165 33.0
Php16, 000 – Php29, 000 181 36.2
Php30, 000 – Php74, 000 107 21.4
Php75, 000 – Php99, 000 26 5.2
Php100, 000 – PHP149, 000 12 2.4
Php150, 000 and above 9 1.8
Total 500 100.0
Table 3 above shows the distribution of the respondents by their average
monthly family income. The brackets also reflect their socio-economic status; Total
respondents belonging to Socio-Class DE makes the 33% or 165 earn a monthly
income of P15,000 and below. Thirty-six per cent or 181 respondents belong to
Lower Class C or earning Php16, 000 – Php29, 000, 21.4% or 107 are Middle Class
C earning Php30, 000 – Php74, 000 monthly, while 26 or 5.2% of the respondents
belong to Upper Class C earning Php75, 000 – Php99, 000. Twelve or 2.4% earns
Php100, 000 – PHP149, 000 qualifying to Socio-Class B and the remaining 9 or
1.8% or the respondents are Socio Class A which earns Php150, 000 and above
as their average family monthly income.

56
Pratap (2017) also said that across different income levels, the difference in
product choices and buying patterns can easily be marked. A person in the middle
class makes his buying decisions based on utility. However, someone from the
upper class would want style, design and special features while making a
purchase. The channels for the marketing of luxury items are different from those
for the ordinary ones. Luxury items are mostly marketed through luxury magazines.
2. Filipino Millennials’ Access to Media
Table 4
Filipino Millennials’ Access to Media
Weighted
Media Rank
Mean
Television 4.31 2
Radio 3.05 5
Outdoor 3.65 3
Print 3.30 4
Digital 4.42 1
Table 4 shows the accessibility of each medium to the Millennials. Digital Media
ranked as the most accessible with 4.31 weighted mean, followed by the Television
with 4.31 weighted mean. Outdoor or Guerilla ads ranked 3 rd with 3.65 weighted
mean. The fourth most accessible is the Print Media with 3.30 weighted mean. The
least accessible is the Radio with 3.05 weighted mean.
The consumption of media, traditional and digital, is clearly demographic. In a
study conducted by Kantar Media (2017), Television ruled in the Philippine Media
Landscape. But Millennials view it differently, as majority of the internet users, with
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median age of 24, made the Philippines rank as world’s top social media user (We
Are Social, 2018) spending at least 4 hours on the internet; the time spent using
the internet is directly proportional to their exposure to advertisements. Ernest Cu
(2017), president of Globe Telecom described millennials as digital natives who
can’t live without the Internet.
3. Effectiveness of the Media to the Filipino Millennials
3.1. Cognitive
Table 5
Effectiveness of the Media to the Filipino Millennials
in terms of Cognition (Belief)
Cognitive
Grand Verbal
Media Catch Attention Comprehensible High Recall
Mean Interpretation
WM VI WM VI WM VI
Extremely
Television 4.26 EE 4.28 EE 4.35 EE 4.30 Effective
Moderately
Radio 3.13 ME 3.29 ME 3.22 ME 3.21 Effective
Moderately
Print 3.07 ME 3.31 ME 3.06 ME 3.14 Effective
Moderately
Outdoor 3.45 VE 3.40 VE 3.30 ME 3.38 Effective
Very
Digital 4.16 VE 3.96 VE 3.99 VE 4.04 Effective
Table 5 shows the effectiveness of each medium in the cognition or belief of
the Millennials to a brand or product being advertised. Television is extremely
effective (4.26) in catching attention, extremely effective in being comprehensible
(4.28) and extremely effective (4.35) in creating high recall, gaining a grand mean
of 4.30, making it extremely effective in over-all cognition. Radio is moderately
effective (3.13) in catching attention, moderately effective in being comprehensible
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(3.29) and moderately effective (3.21) in creating high recall, having a grand mean
of 3.21, making it moderately effective in over-all cognition. Print is moderately
effective (3.07) in catching attention, moderately effective in being comprehensible
(3.31) and moderately effective (3.06) in creating high recall, having a grand mean
of 3.14, making it moderately effective in over-all cognition. Outdoor or Out-of-
Home ad is very effective (3.45) in catching attention, very effective in being
comprehensible (3.29) and moderately effective (3.21) in creating high recall,
having a grand mean of 3.38, making it moderately effective in over-all cognition.
While Digital Media is very effective (4.16) in catching attention, very effective in
being comprehensible (3.96) and very effective (3.99) in creating high recall,
having a grand mean of 4.04, making it very effective in over-all cognition.
Television remains the top most medium in influencing the idea and perception
of millennials towards the brands advertised. Advertisements in television can
express their message in colors and sounds, which creates more impact on
instilling identification of brands. Most TV users opts to open it on background while
doing other things, that’s why catchy sound or color captivates their attention. With
more or less 30 seconds time slot for every ad, advertisers try to squeeze in every
information they wanted the audience to know. Digital Media is very effective in
reaching the cognition of its users for they are exposed to ads as they spend more
time in using SNS and applications. Also, the vehicles of digital media are suitable
for millennials living in fast paced environment, challenging ads to be concise and
on-the-go.
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3.2. Affective
Table 6
in terms of Affection (Feeling)
Affective
Strong Grand Verbal
Media Entertaining Reliability
Connection Mean Interpretation
WM VI WM VI WM VI
Very
Television 4.28 EE 3.84 VE 3.84 VE 3.99 Effective
Moderately
Moderately
Moderate
Outdoor 3.22 ME 3.20 ME 3.08 ME 3.17 Effective
Very
Table 6 shows the effects of each medium in the affection or feeling of the
Millennials towards a brand or product being advertised. Television is extremely
effective (4.28) in delivering entertaining ads, very effective (3.84) in being reliable,
and very effective (3.84) in building strong connection to its audience, over-all, it is
very effective in creating affective impact to millennials, with a mean of 3.99. Radio
is moderately effective (3.17) in delivering entertaining ads, moderately effective
(3.29) in being reliable, and moderately effective (3.18) in building strong
connection to its audience, over-all, it is moderately effective in creating affective
impact to millennials, with a mean of 3.21. Print is moderately effective (2.97) in
delivering entertaining ads, moderately effective (3.26) in being reliable, and
moderately effective (2.99) in building strong connection to its audience, over-all,
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it is moderately effective in creating affective impact to millennials, with a mean of
3.07. Outdoor or Out-of-Home Ad is moderately effective (3.22) in delivering
entertaining ads, moderately effective (3.20) in being reliable, and moderately
effective (3.08) in building strong connection to its audience, over-all, moderately
effective in creating affective impact to millennials, with an over-all mean of 3.17.
Digital Media is very effective (3.92) in delivering entertaining ads, very effective
(3.51) in being reliable, and very effective (3.61) in building strong connection to
its audience, over-all, it is very effective in creating affective impact to millennials,
with an over-all mean of 3.68.
Although most of the millennials are exposed to digital media, the television was still
the most effective in terms of affection. It can be assumed that the reason was all of the
ads from the televisions were in video form, which can relay more emotions than digital
ads which are in different kinds of form like photo, banner ads, pop ads, and sometimes
video format. Also, the sounds and color of advertisements that TV can provide play a
great role in influencing their emotion.
According to nielson.com, ads on television, magazines and newspapers continue to
be among the most trusted forms of paid advertising in Southeast Asia. The credibility of
advertisements in social networks and online video ads closely follow at 53% and 52%
respectively. Six in 10 Thai consumers (60%) say they trust ads delivered through social
networks, as do consumers in the Philippines (59%).
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3.3. Conative
Table 7
in terms of Conation (Action)
Conative
Grand Verbal
Media Preference Engagement Loyalty
Mean Interpretation
WM VI WM VI WM VI
Very
Television 4.14 VE 3.93 VE 3.93 VE 4.00 Effective
Moderately
Moderately
Moderate
Outdoor 3.34 ME 3.14 ME 3.22 ME 3.23 Effective
Very
Table 7 shows the effects of each medium in the conation or action of the
Millennials towards a brand or product being advertised. Television is very effective
(4.14) in influencing the brand preference of its audience, very effective (3.93) in
creating engagements, and very effective (3.93) in building brand loyalty, making
Television very effective (4.00) in influencing the conation of millennials. Radio is
moderately effective (3.26) in influencing the brand preference of its audience,
moderately effective (3.16) in creating engagements, and moderately effective
(3.04) in building brand loyalty, making Radio moderately effective (3.15) in
influencing the conation of millennials. Print is moderately effective (3.16) in
influencing the brand preference of its audience, moderately effective (3.07) in
creating engagements, and moderately effective (3.09) in building brand loyalty,
making Print moderately effective (3.11) in influencing the conation of millennials.
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Outdoor or Out-of-Home ad is moderately effective (3.34) in influencing the brand
preference of its audience, moderately effective (3.14) in creating engagements,
and moderately effective (3.22) in building brand loyalty, making Outdoor or Out-
of-Home moderately effective (3.23) in influencing the conation of millennials.
Digital Media is very effective (3.86) in influencing the brand preference of its
audience, very effective (3.67) in creating engagements, and very effective (3.75)
in building brand loyalty, making Digital Media very effective (3.76) in influencing
the conation of millennials.
Again, the television ranked as very effective. The television commercials are
mostly about the necessities, that’s why it has always stimulate buying. The digital
ads went 2nd as very effective because Filipino millennials spend a lot of time on
social media websites.
According to a survey made by Nielsen, television remains the main source of
product information for Filipino respondents for items, such as cosmetic/skin care,
food and beverage, personal care, health care/medicine, household product, home
appliance.
According to www.guided-selling.org, 45% of millennials spend more than an
hour a day looking at retail-oriented websites. Because of their age range,
millennials likely either grew up with a computer at the ready, or with a smartphone
or tablet firmly in hand. They check their mobile devices 45 times a day on average
and many can’t even imagine a world without the internet. Digital has formed their
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habits and preferences regarding communication, personal interaction and
purchasing significantly – more than it has influenced older generations.
When shopping online, millennials seek an “experiential” environment that
offers more than a transaction. Shopping is just another form of entertainment like
playing games, watching streaming TV, listening to music or reading. In fact, 52%
of millennials are more likely to make impulse purchases than any other
generation. Needless to say that if the experience you deliver is not fun,
memorable, or meaningful, you’ll find purchases from this demographic to be
declining.
4. Filipino Millennials’ Media Advertisement Recall
Table 8
Recall of Media Advertisements
to the Filipino Millennials
Media Frequency Percentage Rank

Television 336 67.20 1
Radio 15 3.00 4
Print 16 3.20 3
Outdoor 12 2.40 5
Digital 121 24.20 2
Table 8 shows the recall of media advertisement according to Filipino millennials.
Television ranked first with 67.20% recall. Digital placed second with 24.20%
recall. Recall for Print Ad is 3.20 per cent share is followed by radio with 3.00%.
Outdoor ads are only remembered by 12 or 2.4% of the respondents.
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Traditional television remains the most effective way to reach audiences
because it tends to cover the most ground with its free content. Also, because of
its wide reach and availability, millennials are more exposed to its ads. TV
advertisements is more likely to be encoded in long-term memory if the audience
encounters unified creative messaging in a media that has the ability to
emotionally and rationally connect with the audience through premium, high-
quality audio-visual content.
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Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This last chapter includes the summary of the findings, where the researchers
obtained the conclusions. Lastly, recommendations were solicited from the findings
and the conclusions.
Summary
This study aimed to know the effects of advertising media to Filipino Millennials.
Specifically, the researchers sought to answer the following: the profile of the
respondents, the access of millennials to advertising media, the effectiveness of
advertising medium to millennials in terms of cognitive, affective, and conative, and
the recall of the medium of advertisement.
The researchers used descriptive research method and survey questionnaire
as the major tool in gathering the data needed for the study. A total of 500
respondents, derived using random stratified sampling. The collected data was
tabulated in SPSS and underwent statistical treatment and analysis. The data was
translated into tables, provided with frequency, percentage rate, weighted mean and
weighted rank.
Findings
The study gathered the following salient findings:
1. Profile of the respondents
The 500 respondents are divided equally into four age brackets, with 125
respondents or 25% for each bracket, which are 18-22 years old, 23-27 years old,
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28-32 years old and 33-37 years old. Ten (10) respondents are Elementary
Graduates, 176 or 35.2% are Secondary or High School Graduates, 276 or 55.2%
are College Graduates and 38 or 7.6% finished as Post Graduates. One hundred
sixty-five or 33% of the total respondents belong to Socio-Class DE earning a
monthly income of P15,000 and below. Thirty-six per cent or 181 respondents
belong to Lower Class C or earning Php16, 000 – Php29, 000, 21.4% or 107 are
Middle Class C earning Php30, 000 – Php74, 000 monthly, while 26 or 5.2% of the
respondents belong to Upper Class C earning Php75, 000 – Php99, 000. Twelve
or 2.4% earns Php100, 000 – PHP149, 000 qualifying to Socio-Class B and the
remaining 9 or 1.8% or the respondents are Socio Class A which earns Php150,
000 and above as their average family monthly income.
2. Filipino Millennials’ access to Advertising Media
Digital Media ranked as the most accessible with 4.31 weighted mean, followed
by the Television with 4.31 weighted mean. Outdoor or Guerilla ads ranked 3rd with
3.65 weighted mean. The fourth most accessible is the Print Media with 3.30
weighted mean. The least accessible is the Radio with 3.05 weighted mean.
3. Effectiveness of Advertising Media in terms of:
3.1. Cognitive
Television is extremely effective (4.26) in catching attention, extremely effective
in being comprehensible (4.28) and extremely effective (4.35) in creating high
recall, gaining a grand mean of 4.30, making it extremely effective in over-all
cognition. Radio is moderately effective (3.13) in catching attention, moderately
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effective in being comprehensible (3.29) and moderately effective (3.21) in creating
high recall, having a grand mean of 3.21, making it moderately effective in over-all
cognition. Print is moderately effective (3.07) in catching attention, moderately
effective in being comprehensible (3.31) and moderately effective (3.06) in creating
high recall, having a grand mean of 3.14, making it moderately effective in over-all
cognition. Outdoor or Out-of-Home ad is very effective (3.45) in catching attention,
very effective in being comprehensible (3.29) and moderately effective (3.21) in
creating high recall, having a grand mean of 3.38, making it moderately effective in
over-all cognition. While Digital Media is very effective (4.16) in catching attention,
very effective in being comprehensible (3.96) and very effective (3.99) in creating
high recall, having a grand mean of 4.04, making it very effective in over-all
cognition.
3.2. Affective
Television is extremely effective (4.28) in delivering entertaining ads, very
effective (3.84) in being reliable, and very effective (3.84) in building strong
connection to its audience, over-all, it is very effective in creating affective impact
to millennials, with a mean of 3.99. Radio is moderately effective (3.17) in delivering
entertaining ads, moderately effective (3.29) in being reliable, and moderately
effective (3.18) in building strong connection to its audience, over-all, it is
moderately effective in creating affective impact to millennials, with a mean of 3.21.
Print is moderately effective (2.97) in delivering entertaining ads, moderately
effective (3.26) in being reliable, and moderately effective (2.99) in building strong
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connection to its audience, over-all, it is moderately effective in creating affective
impact to millennials, with a mean of 3.07. Outdoor or Out-of-Home Ad is
moderately effective (3.22) in delivering entertaining ads, moderately effective
(3.20) in being reliable, and moderately effective (3.08) in building strong
connection to its audience, over-all, moderately effective in creating affective impact
to millennials, with an over-all mean of 3.17. Digital Media is very effective (3.92) in
delivering entertaining ads, very effective (3.51) in being reliable, and very effective
(3.61) in building strong connection to its audience, over-all, it is very effective in
creating affective impact to millennials, with an over-all mean of 3.68.
3.3. Conative
Table 7 shows the effects of each medium in the conation or action of the
Millennials towards a brand or product being advertised. Television is very effective
(4.14) in influencing the brand preference of its audience, very effective (3.93) in
creating engagements, and very effective (3.93) in building brand loyalty, making
Television very effective (4.00) in influencing the conation of millennials. Radio is
moderately effective (3.26) in influencing the brand preference of its audience,
moderately effective (3.16) in creating engagements, and moderately effective
(3.04) in building brand loyalty, making Radio moderately effective (3.15) in
influencing the conation of millennials. Print is moderately effective (3.16) in
influencing the brand preference of its audience, moderately effective (3.07) in
creating engagements, and moderately effective (3.09) in building brand loyalty,
making Print moderately effective (3.11) in influencing the conation of millennials.
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Outdoor or Out-of-Home ad is moderately effective (3.34) in influencing the brand
preference of its audience, moderately effective (3.14) in creating engagements,
and moderately effective (3.22) in building brand loyalty, making Outdoor or Out-of-
Home moderately effective (3.23) in influencing the conation of millennials. Digital
Media is very effective (3.86) in influencing the brand preference of its audience,
very effective (3.67) in creating engagements, and very effective (3.75) in building
brand loyalty, making Digital Media very effective (3.76) in influencing the conation
of millennials.
4. Filipino Millennials’ recall on media advertisements
Television ranked first with 67.20% recall. Digital placed second with 24.20%
recall. Recall for Print Ad is 3.20 per cent share is followed by radio with 3.00%.
Outdoor ads are only remembered by 12 or 2.4% of the respondents.
Conclusions
Based on the findings above, the following conclusions were drawn:
1. Profile of the respondents
The 500 respondents were divided into equal age-groups, considering that
each age-group differs in attitude, lifestyle and purchasing behavior. Since, the
taste of this generation is vastly different, and they are more digitally inclined, this
affects not just the choice of marketing strategy but also the marketing channels
used to market to them. Majority of millennials are college graduates, making the
customers well informed in this era. Education affects how people view things
70
around them. It affects the level of discretion they employ while making purchases.
People’s preferences can change with education. Highly educated customers look
for information and do not rely on ads alone. The respondents’ social class almost
represent the social class distribution of our country, with the majority belonging to
socio-class C and below. A person in the middle class makes his buying decisions
based on utility. However, someone from the upper class would want style, design
and special features while making a purchase. The channels for the marketing of
luxury items are different from those for the ordinary ones.
2. Filipino millennials’ access to media
The consumption of media, traditional and digital, is clearly demographic.
Millennials are exposed to the media they use frequently. Because they are digital
natives and usually spends an average of 4 hours on internet per day, digital
advertisements reach them more. The television is the second most accessible
because almost all the household in Metro Manila owns a television set, making
them exposed to advertisements.
3. Effectiveness of Advertising Media
Television remains the top most medium in influencing the idea and perception
of millennials towards the brands advertised. Advertisements in television can
express their message in colors and sounds, which creates more impact on instilling
identification of brands. Most TV users opts to open it on background while doing
other things, that’s why catchy sound or color captivates their attention. With more
or less 30 seconds time slot for every ad, advertisers try to squeeze in every
71
information they wanted the audience to know. Digital Media is very effective in
reaching the cognition of its users for they are exposed to ads as they spend more
time in using SNS and applications. Also, the vehicles of digital media are suitable
for millennials living in fast paced environment, challenging ads to be concise and
on-the-go. Although most of the millennials are exposed to digital media, the
television was still the most effective in terms of affection. It can be assumed that
the reason was all the ads from the televisions were in video form, which can relay
more emotions than digital ads which are in different kinds of form like photo,
banner ads, pop ads, and sometimes video format. Also, the sounds and color of
advertisements that TV can provide play a great role in influencing their emotion.
Again, the television ranked as very effective. The television commercials are
mostly about the necessities, that’s why it has always stimulate buying. The digital
ads went 2nd as very effective because Filipino millennials spend a lot of time on
social media websites.
4. Filipino Millennials’ Media Advertisement Recall
Traditional television remains the most effective way to reach audiences
because it tends to cover the most ground with its free content. Also, because of its
wide reach and availability, millennials are more exposed to its ads. TV
advertisements is more likely to be encoded in long-term memory if the audience
encounters unified creative messaging in a media that has the ability to emotionally
and rationally connect with the audience through premium, high-quality audio-
visual content.
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Recommendations
In the light of the above findings and conclusions, the following
recommendations have been formulated:
1. For the advertisers, although digital media is now on trend, millennials are
still hooked to traditional media, such as television, radio and print. As long
as advertisements have unified messaging and brands remains relevant
and connected with audience, millennials will surely be patronizing the
brand.
2. For the media planners, millennials have varied mindsets. It is important to
know their behavior to stay relevant and connected. Trends are changing
fast, specially to millennials. Digital Media is their means to stay connected
to the world but does not necessarily mean other mediums are ineffective
to them.
3. For the media vehicles, millennials always want something new, with that,
it is important for media vehicles to innovate. Although Television and Digital
Media are very effective in influencing them, no media was rated as not
effective. Millennials will be hooked if the ads are creative, relevant and
creates strong connection to their experiences.
4. For future researchers, to have an in depth understanding how millennials’
attitude are influenced, interviews and observation can be conducted in
73
relation to this study. List more factors that influences them, like how they
respond to the colors, sounds, and interaction with the brands being
advertised.
74
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The Most Effective Advertising Medium for Filipino Millennials

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The Most Effective Advertising Medium for Filipino Millennials

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

THE EFFECTS OF ADVERTISING MEDIA

In Partial Fulfillment of the Requirements for the Degree

modifications that polished the whole paper;

providing financial assistance.

The staff of Polytechnic University of the Philippines’, for accommodating the

For words of encouragement from the researchers’ professors and colleagues:

be the glory and honor forever!

The study aims to determine the effectiveness of advertising in different media to

data through self-administered survey questionnaire by means of qualitative approach.

spectacular visuals, catchy jingles, and comprehensive ad message. It stimulates the

highest on media recall. Therefore, it is recommended to create a unified messaging and

be creative in developing ideas on different advertising media. To have an in depth

millennials, and investigate the consequences for future advancements.

TITLE PAGE …………………………………………………………...… i

ABSTRACT ……………………………………………………………….. iii

TABLE OF CONTENTS …………….………………………………… xii

LIST OF TABLES ………………….……………………………………. xiv

LIST OF FIGURES…… ……………………………………………....... xv

Chapter 1 THE PROBLEM AND ITS BACKGROUND

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES

History of Advertising …………………………………….. 16

Chapter 3 RESEARCH METHODOLOGY

Method of Research …….. ………………………………. 47

Statistical Treatment of Data …………………………….. 51

Chapter 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Profile of the Respondents …………………… 54

Chapter 5 SUMMARY, FINDINGS, CONCLUSIONS AND

Appendix 1: Survey Questionnaire …………..................... 81

Number Title Page

1 Frequency and Percent Distribution

2 Frequency and Percent Distribution

3 Frequency and Percent Distribution of the Respondents

4 Filipino Millennials Accessibility

5 Effectiveness of the Media to the Filipino Millennials

6 Effectiveness of the Media to the Filipino Millennials

7 Effectiveness of the Media to the Filipino Millennials

8 Level Recall of Media Advertisements

Number Title Page

1 The Hierarchy of Effect Model

THE PROBLEM AND ITS SETTING

Advertising is all around, it is an unavoidable part of everyone's life. It is

to the public, it needs a strategic plan. It is essential to choose wisely on what

medium we would use because advertising is indeed an expensive tool and it is

service and for the institution.

A basic understanding of the print media is essential in the study of mass

communication. The contribution of print media in providing information and transfer

analysis. (Lee, 2009)

list are books; newspapers; magazines; academic journals; billboards; posters,

flyers; mail order catalogues; theatre programmes; university prospectuses;

them; instruction manuals provided with household appliances, electronic gadgets

how they are produced and read.

to the wish of many advertising customers that their advertisements be published in

Advertising seeks to reach its market and to communicate their message to

its vital role. Loaded with audio-visual communication advantages Advertisers

completely revolutionized both television and advertising. After the overwhelming

a powerful way for companies and brands to engage with consumers.

songs in pop music radio stations.

pervasive, persuasive, and credible medium. It reaches 85 to 90 percent of the

number of households nationwide, the number of radio households is 10.2 million.

cover as much as 97 percent of the entire country. Meanwhile, industry estimates

Out-of-home (OOH) advertising media, or Out-of-home media, are characterized as

advertising – flaunting a large scale of advertisements and media devices. People