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CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

One function of the mass media which is become increasingly important in modern world

is the economic functions of advertising. The mass media perform this function for the people by

bringing together buyers and sellers through advertisements.

Again, the world is fast becoming a common market place of ideas. Many multinational

companies have come to realize that people have the same basic needs and desires.

Consequently, they have heeded to calls for global marketing and can promote their goods and

services using advertisements.

Advertising is defined as any paid form of no personal presentation of goods, services, or

ideas by an identified sponsor. Paid distinguishes advertising from publicity, and nonpersonal

seperates it from personal selling.

According to Nicholas Samstay, ‘The first purpose of is to get itself read. The second

purpose is secret.’ Advertiser post adds to give people ideas about the product being advertised.

In TV commercials, every second is important to give people information’s about a certain goods

or services. The name, contacts or locations and the tag line should be given at the same time in a

span of three to five seconds for the people to get the product’s information. They allotted

enough time for the commercial for the people to get and understand what the advertisement all

about is. He said also that the purpose is a secret because it is up to the consumers if they will

buy what is being advertise and also if they get attracted or convinced by it.
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According to Benson Eluwa (2005, p.5), ‘Advertising is a form of non-personal method

of communicating information which is usually paid for by a sponsor through various media’.

These definitions can tell one that advertising is a persuasive communication, because it tries to

persuade the reader, viewers or listeners to take to the sponsor’s point of view and also take some

appropriate actions towards object of advertisement.

In an industrial and free competitive market economy, where the interplay of economic

variable dictates the market, the problem of survival of business becomes a very nightmarish one

for producers and manufacturers. The singular desires of manufacturers becomes how to create

awareness and market for their goods. Advertising is then one strategy that fulfils the desire

completely. The desire to be buoyant in business and to increase profits has given advertisement

an irrevocable reputation.

Advertising is not undertaken by management just for fun or to keep products or services. It is

principally involved in persuasion or advocacy even apparently just giving us information, using

media that are paid for it to get through to the mass audience with the identity of the advertiseers

being clear, ‘Advertising has the mandate to sell the advertiser’s goods and help the consumers

to shop wisely’- Okoro (1995,p.42)

Advertising is to communicate information about a product, service or idea and thus stimulate

demand.
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Evolution of Television Advertisements

A television advertisement or commercial is a form of advertisement in which goods,

services, organizations, ideas etc. are promoted through the medium of television.

Most advertisements are produced by an outside advertising agency.

Advertising spread commercials across a number of programmes reaching many more

viewers. Networks now own different ‘spot’ commercials for many products in the same show.

A spot has to stand out and be remembered and this brought about creativity in television

advertising owing to the large number of advertisements, and many products in the same quality

and cost. The unique selling points and awareness became even more important. The first

television advertisement was broadcast in the United States at 14:29pm on July 1, 1941, when

the Bolivia Watch Company paid $9 to New York City NBC affiliate WNBT (now WNBC) for a

20 second spot shown before a baseball game between the Brooklyn Dodgers and Philadelphia

Phillies.

Television advertisements have heralded an unprecedented increase in economic

activities. For some, television advertisements are always one of the best things to look out for an

television because of their highly captivating, dramatic, entertaining and humorous nature. For

others, this form of advertisements is nothing but an interruption of a nice quiet evening at home,

especially when the viewer is seriously engrossed in highly informative news programme.

Larger products are without doubt among the products that have been given intensive and

wide advertisement coverage. The product were able to catch the attention using promotional

strategies.
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TV advertisings have a huge role in buying a certain product now a day. People usually

watch on the television if they got bored, stress or having a bonding with their families.

Advertisement todays have a lot of way to get the attention of the viewers, selecting famous

artists, cheesy lines and different tricks for them to understand further what the advertisement is

all about.

1.2 Statement of the Problem

It is a known fact that television advertisement use persuasive techniques to appeal to

consumer's sense of buying. It is also inevitable that television advertisements have a lot of

influence on human behavior. This influence may be either positive or negative. That kind of

influence depends on the kind of advertisement.

Many consumers have turned down the content of the advertisements due to various

aspects. Some consumers felt that the advertisement is not enough, while some say that the

information of the advertisement does not meet their expectations in revealing the other contents

of the product.

On the above exposition, this study focuses on how Television Advertisement influence

consumer buying behavior.

1.3 Objectives of the Study

This study is aimed to find out the impact of TV advertisements to the buying behavior of

the second year engineering students of Baliuag University. The objectives are the following:

1. To discover how long can a person watch a TV advertisement.

2. To know what type of TV commercial they prefer or appeals to them most.

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3. To assess how a TV commercial affects their buying behavior.

1.4 Research Questions

These questions were formulated;

1. Has TV commercial ever influenced them into buying a product?

2. How long do you think an average TV commercial should be? Does the endorser affect

you in buying the product?

3. Do you find TV commercial effective, and do you think TV advertising affects your

buying behavior?

4. What type of TV commercial draws their attention the most?

1.6 Scope and Limitation of the Study

This research is limited to the Baliuag University College of Engineering students

specifically, the second year Engineering students and their opinion about Television

advertisements of the products in comparison of other similar products

.1.7 Significance of the Study

The result of the study will be very beneficial to TV Advertisement Companies, and to all

the Engineering students because it will be a guideline on how to make an effective TV

advertisement, and on how to promote their products effectively in a highly competitive

environment of the industry.

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1.8 Operational Definition of Significant Terms

In this research, the terms are defined to reflect how the researchers want them to be

understood.

1. Advertising - A method used to attract the attention of the consumers or audience to a

product. It is a means of persuading them to buy your view, opinions, ideas and products

which are usually done by a sponsor.

2. Consumer - Someone who buys goods for consumption.

3. Television - A piece of electrical equipment with a screen on wihich you can watch

programmes with moving pictures and sounds.

4. Buying Habit - the decision process and actions of people involved in buying and using

products.

5. Impact - The powerful, immediate or dramatic effect that something or somebody has

over another thing or person.

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CHAPTER TWO

REVIEW OF LITERATURE

2.1 Introduction

This chapter is a review of related literature and study to the topic: Influence of TV

Commercial Advertising on Consumer’s of Choice of Baliuag University 2nd Year Engineering

Student. Therefore the core examination of existing literature for the purpose of familiarizing

ourselves with the existing views and ideas on the study of the influence of television

advertisement is very pertinent in this research in order to create a proper documentation of the

research.

The chapter is organized under the following headings:

2.2 Literature Review

2.3 Related Studies

2.4 Theoretical Framework

2.2 Literature Review

Television Advertisement

According to McLuhan(1964, p.12), television advertisement is generally considered the most

effective mass market advertising and this is reflected by the high prices television networks

charge for advertising airtime during popular television events. Television advertisements appear

between shows, but also interrupt the programme at intervals. This method of screening

advertisement is intended to capture or grab the attention of the audience and keep the viewer

focused on the television shows so that they will not want to change the channel. Instead, they
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will (hopefully) watch the advertisement while waiting for the next segment of the show. This is

a technique of adding suspense, especially if the break occurs at a cliff hanger moment in the

show.

Although television advertising has been found to have great influence on consumer behaviour,

many people still deny being influenced by advertisements. However, Levis (1995, p.37) found

that individuals who deny being influenced by advertisements unconsciously bought widely

television advertised products. Cheskin came to the conclusion that the effectiveness of

television advertisement is mostly below the threshold of consciousness, but unconsciously, we

are affected by them. Krugman (1975,p. 4) in support of the fact stipulated that “The public lets

down its guard to the repetitive commercial use of the television medium and it easily changes its

way of perceiving products and brands without thinking very much about it at the time of

television exposure. Levisohn et al (1977,p.5) also mentioned in their study on television

advertisement that „it has become, for example a truism to observe that the impact of an

advertisement is determined by complex interactions involving the product advertised, the appeal

that is made on its behalf, and the consumers.‟

Television advertisement is also affected by the extent to which it rightly addresses the motives

of the prospects. These motives of behaviour are generally accepted as mainly fear, sex,

angerand happiness. By doing this, the advertiser is well on his way to helping the consumer reap

the benefits of advertising.

Advantages of Television Advertisements

 Products can be successfully demonstrated to the understanding of the receiver.

 The deaf can see and probably understand television advertisements.

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 It can reach both literate and illiterate people

 It can be timed. Most of them are featured in the evenings.

 It can easily arrest the attention of the receiver.

Television Commercial Length

According to Charles Young (2006) for decades TV advertisers have debated the pros and cons

of different commercial lengths . Through his study and evaluation, 30-seconds commercials are

just the right length to deliver, on average, four peak brand-building moments. Comparably, 15-

seconds deliver a less complete story, touching on only three. Since every commercial,

regardless of length, must contain a brand identifier, this means that even good 15-second

commercials tend to leave out one of three memory types, falling short on either knowledge,

emotion or action imagery.

TV Commercials Celebrity Endorsers

A study by Sharma (2007) finds that nowadays consumer is not easily swayed by a celebrity in

an ad but he needs full fledge information about the product also, followed by brand name,

overall appeal, and music/ jingle. Advertisements being endorsed by celebrities are found to be

less attractive and that the use of celebrities may not change the buying behavior of consumers

significantly.

Teenager as a Consumer

According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet

generation, and get their news and information primarily from television. The television medium

is the most attractive and important place to advertise. Most of the young people remain glued to
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the television and enjoy what they see. As a wide range of products and services are consumed or

used by children, many companies tend to target them (Chandok, 2005).

Saksena (1990) found that teenagers are influenced by TV advertisement and mostly

purchased those brands and products which are advertised more on television.

Previous studies also focus their attentions on the psychology side of advertising and they

indicate how to use people’s emotions to get their attention and increase their recall of the

advertisements, in the hope that this will lead to the purchase of that product in some point in

time (Elliott & Speck, 1998).

Effective Commercials

According to researches, an average American watches television for about four hours everyday!

This in itself points out to the huge potential this medium holds for advertising a company's

products and reaching the target customers. Increasing product sales and awareness about a

company is indeed possible through television commercials, provided they are catchy, simple,

creative and short while keeping the below given tips on enhancing TV advertising effectiveness

in mind.

 Keep it Short and Crisp

The success of any advertisement depends to a large extent on how well its script has been

written. An effective way to write the script for a television commercial is to keep the language

simple and the sentences short and hard-hitting. The script should be written in accordance to the

air time that has been bought. The main motive of the script is to put across the message to the

possible customers in the stipulated time. So, make sure that your script is able to deliver the

same.
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 Make an Emotional Appeal

Researches have shown that an emotional appeal any day works much more than a rational

appeal. So, through the television commercial, touch the heart of your target customers. Putting

people in the advertisement as opposed to just the products that you are selling, will have a

greater impact. Make the advertisements seem real, by having the people in the advertisement

use the product or carry on any other activity, rather than just coming in front of the camera and

smiling!

 Tell a Story

Shoot the video for the television commercial as if you are telling a story. Do not end up taking a

number of shots and then putting them together randomly, just because you want to display as

many company products as possible! Instead, tell a story, both visually as well as verbally, so

that the audience gets a clear idea of what message you are trying to convey, even if they are in

the other room and are only able to hear that advertisement or if they are simply watching the

advertisement on a muted television! Also, the video of the television commercial should totally

match the script.

Memorable TV commercials

TELEVISION commercials (TVCs) have evolved from simply being a medium of

product awareness to a form of entertainment. Here are top 6 memorable TV Commercials:

1. Sunkist TVC
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This commercial starts out with three basketball players entering the locker room after a

successful game. It ends with a surprise. And when I say surprise, it is truly a surprise. I have

showed this video to lots of my friends and convocations and it always cracks them up.

2. Biolink VCO Intense Moisture TVCs

Many beauty care products usually have gorgeous models but the ad shows that even if you are

not that good looking you can sell the product. The ad has a great element of surprise that will

make you laugh.

3. McDonalds TVCs

Lots of the suggestions I received were McDonalds TVCs. Though not the humorous type of

TVCs, McDonald's TVCs take advantage of the emotional aspect of the Filipinos and the strong

bond Filipinos have with their family. Some of our favorites are the "Karen po," "Kuya," "Gusto

ko lang naman ng McDo fries," and "First Love."

4. Palmolive Shampoo's Fresh and Bounce TVC

"Balik freshness balik bounce bounce," this line will stay inside your head. Performed by Maui

David, Palmolive's ad jingle is very catchy and easy to memorize, plus you get to dance to it too

since the actions are easy.

5. Rejoice Shampoo's Sumusunod sa Galaw

"Sumusunod sa galaw mo, sumusunod sa galaw mo..."

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Just like the TVC I featured above, this song is also catchy and the steps are easy to learn. You

could also watch "Walang Sabit" by Sandara Park.

6. Coca-Cola's The Coke Beat and Sana

This one was truly a hit once it aired in Philippine television. Every Filipino was challenged to

do the Coke Beat. Ask your ates and kuyas or titos and titas, some of them are still having a hard

time to do the actions. Also another memorable is the TVC, wherein Nikki Gil performed, is

"Sana." How I wish, she could distribute bottles of Coke in the office while singing.

7. Sprite's "I love you Piolo!"

Have you seen Piolo Pascual and Toni Gonzaga's Starting Over Again trailer? I have and it

brought me to the TVC that launched Toni to stardom.

There are a lot of really awesome international TVCs but don't sell Filipino commercials short

since they are equally good and entertaining. The ads show the characteristics of a Filipino as

being someone who enjoys singing and dancing, being creative, cares a lot for their family and

friends, among others.

2.3 Related Studies

Caporale, G. and Monteleone, E. (2004). Influence of information about manufacturing

process on beer acceptability. Food Quality and Preference, 15(3), 271-278

Caporale and Monteleon in a seminal paper on Food Quality and Preference illustrated how

media information regarding a beer product was able to alter consumer‟s liking of beer product.
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This review is relevant to this study because it focuses on why information on the media about a

beer product was able to influence consumer’s liking of the beer product. However, it does not

specify the media used in its evaluation, and the beer product which was tested.

Allison R.I. and Uhl K.P. (1964). Influence of Beer Brand Identification on Taste

Perception. Journal of Marketing Research, 1(5), 36-39

Also, Allison and Uhl (1964, p. 37) in a seminal paper on Influence of Beer Brand Identification

on Taste Perception reports that consumers are unable to recognize their preferred brand in a

blind taste, and that perceived characteristics of different beers are related more to firms‟

marketing information rather than to perceived physical differences.

This review is also relevant to our study, as it points out how marketing information can

influence consumer perception of beer or this certain product and makes such consumer prefer

one beer over the other.

2.4 Theoretical Framework

The consumer behaviour theory was used as the theoretical framework for the study. This theory,

according to Foxall (1983, p.117) explains that the individual consumer is a rational being, and

as such goes through a hierarchy of psychological effects in the attempt to be increasingly

convinced that an advertised brand is appropriate for his personal use, and should therefore, be

purchased.

However, the theory is used extensively to evaluate the effectiveness of advertisement and

marketing management. It is based on this that Foxall writes that the persuasion creates

awareness through knowledge, liking, preference and conviction to ultimate purchas

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CHAPTER THREE

RESEARCH METHOD

3.1 Introduction

This chapter contains procedures and methods used for collecting data for the

determination of the influence of television commercial advertisements on the choice of 2nd year

Engineering students of Baliuag University as a consumer.

The format to be used in analyzing the findings for the research are all considered in this chapter.

This chapter contains the following:

3.2 Research Design

3.3 Population of the Study

3.4 Sampling Technique

3.5 Description of Research Instrument

3.6 Validity of Data Gathering Instrument

3.7 Methods of Data Collection

3.8 Method of Data Analysis

3.2 Research Design

Survey method is the research method used for this work, with the assertion that this is used for

gathering contemporary data. The survey was chosen in preference to other methods like content

analysis because of its capacity to measure human attitudes and opinions. The researcher
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generated valid information from samples of human elements that constituted the respondents of

the questionnaire issued.

The questionnaire was divided into two parts, which answered demography of various

components and the research questions respectively.

3.3 Population of the Study

The current population of the 2nd year Engineering students of Baliuag University is 103. The

total population of the study is 103.

3.4 Sampling Technique

A simple stratified technique is used for this research. The researchers request the list of

Engineering Students enrollees for this semester and separate the 2nd Year Engineering Students

enrollees this semester and make it in one subgroup.

At the end, 103 respondents were drawn from the researchers definite population and copies of

questionnaires were distributed accordingly.

3.5 Description of Research Instrument

The major instrument that is used for the data collection in this study is as common with survey

research is the questionnaire which provides the primary sources of data.

The researchers made use of close-ended questions, and it was self-administered to the

respondents.

3.6 Validity of Data Gathering Instrument

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Validity was used to check that the instrument that were in order. After the construction and

critical study of the questionnaire, it was passed to the researcher’s supervisor for vetting and

possible modification of some aspects of the questionnaire. The face validity ensured the

technicality of the items in the questionnaire in order to find out if it is relevant to the study, also

the content validity of the instrument checked in order to ensure their specification.

3.7 Method of Data Collection

The distribution of the questionnaire to the population sample was done by the researchers, and

collected back when completed. The respondents comprised of 75 men and 28 women of Baliuag

University’s 2nd year Engineering Students.

103 copies of questionnaires were administered to the 2nd year Engineering Students of Baliuag

University, and 103 copies was also recovered.

The respondents identity is not requested for makes them feel free, and enables him/her respond

positively.

3.8 Method of Data Analysis

The responses by the consumers to some items of the questionnaire were compiled into a

frequency table according to the main variable being examined, and were analyzed by simple

percentage method. The formula that is used for this research is:

f
P ( % )= ×100
n

Where: F = frequency

N = no. of respondents
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CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Introduction:

The presentation and data analyses were gotten through block by block distribution of

copies of questionnaire to the 2nd Year Engineering Students of Baliuag University.

Analyses were based on both the demographic information and responses to the questions

in the questionnaire which were important in answering the research questions.

The study answered the following:

4.2 Data Presentation and Analysis

4.2 Data Presentation and Analysis:

The researcher presented data in both textual and tabular forms for easy reading and

understanding of the presentation.

4.2.2 Analysis of demographic data

Table 1: Age

Age No of Respondents Percentage

16-17 yrs 54 52.4%

18-19 yrs 44 42.7%

20-21 yrs 5 4.9%

Total 103 100%

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Table 1 shows the age bracket of the respondents. Age group 16yrs – 17yrs were numbered 54

with 52.4%, 18yrs – 19yrs were numbered 44 with 42.7%, and 20yrs – 21yrs were numbered 5

with 4.9%. This shows that most of the 2nd year BU Engineering Students were in the age group

of 16yrs – 17yrs.

Table 2: Sex

Sex No of Respondents Percentage

Male 75 72.8%

Female 28 27.2%

Total 103 100%

From the table above, 75 respondents with 72.8% are males, and 28 respondents with 27.2%

were females. Generally, the number of male respondents outnumbered that of the females.

4.2.2: Analysis of data from survey

Table 3: Has TV commercial ever influenced you into buying a product?

Responses No of Respondents Percentage

Yes 79 76.7%

No 24 23.3%

Total 103 100%

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This table shows that 76.7% of the respondents have been influenced by TV commercial in

buying a product , and 23.3% of the respondents were not influenced by TV commercial in

buying a product.

Table 4: Did you ever regretted buying the product afterwards?

Responses No of Respondents Percentage

Yes 48 46.6%

No 55 53.4%

Total 103 100%

This table shows that 46.6% of the respondents had regretted buying the product afterwards, and

53.4% of the respondents did not regretted buying the product afterwards.

Table 5: How long do you thing an average TV commercial should be?

Responses No of Respondents Percentage

Less than 20 sec 16 15.5%

20 – 40 sec 33 32%

41 – 60 seconds 19 18.5%

Between 1 – 2 min 11 10.7%

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I don’t mind 24 23.3%

Total 103 100%

This table shows that 32% of the respondents have chosen 20-40 seconds as an average time of

TV commercial, 23.3% of them don’t mind how long will an average TV commercial should be,

18.5% have their choices in the spanned of 41-60 seconds, and 15.5% of them preferred less than

20 seconds, while 10.7% of the respondents have chosen between 1-2 minutes as an average TV

commercial should be taken.

Table 6: What makes you changed your perception of that product? (Shade more than 1)

Responses Frequency Percentage

Catchy phrase or slogan 45 30.4%

Catchy melody 37 25%

Catchy insert or visual media 47 31.8%

Others 19 12.8%

Total 148 100%

This table shows that 30.4%of the respondents have chosen a media advertisement due to its

catchy phrase or slogan, 25% based their choices due to its catchy melody, and 31.8 because the

advertisement has catchy insert or visual media, while the remaining 12.8% have chosen others.
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Table 7: Does the endorser affect you in buying the product?

Responses No of Respondents Percentage

Yes 69 67%

No 34 33%

Total 103 100%

This table shows that 67% of the respondents agreed that the endorser affects them in buying the

product, while the remaining 33% did not concur with it.

Table 8: Have you ever searched for TV commercial on the Internet to either watch it

again or show it to your friends?

Responses No of Respondents Percentage

Yes 44 42.7%

No 59 59%

Total 103 100%

This table shows that 42.7% of the respondents agreed they have searched a TV commercial on

the Internet to either watch it again or show it to their friends, while 59% of the respondents

disagreed.

Table 9: Do you find TV commercial effective?

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Responses No of Respondents Percentage

Yes 81 78.6%

No 22 21.4%

Total 103 100%

Table 9 shows that 78.6% of the respondents admitted that they find TV commercial effective ,

and 21.4% of the respondents replied negatively to the question.

Table 10: Do you think TV advertising affects your buying behaviour?

Responses No of Respondents Percentage

Yes 40 38.8%

No 26 25.2%

Not Sure 37 35.9%

Total 103 100%

It can be summarized from this table that 38.8% agreed that TV advertising affects their buying

behaviour, while 25.2% did not concur with it and 35.9% are not sure if they’re buying

behaviour was affected by TV advertising.

Table 11: What type of TV commercial draws your attention the most?(Shade more than 1)

Responses Frequency Percentage

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TV Commercial that are 41 14.3%

cinematic

Flashy, edited, and 39 13.6%

upbeat

Touching scripts 44 15.3%

Clever, funny scripts 46 16%

Quick Scientific 23 8%

Animation

Plain, simple 27 9.4%

Talking cartoons 28 9.8%

Cheesy fun 39 13.6%

Total 287 100%

This table shows that 14.3% have chosen a TV commercials that are cinematic, 13.6% have

chosen flashy, edited, and upbeat TV commercials, 15.3% have chosen TV commercials with

touching scripts, 16% have chosen TV commercials that are clever and have funny scripts, 8%

have chosen TV commercials that are just plain and simple, 9.8% have chosen TV commercials

that have talking cartoons and 13.6% have chosen TV commercials that is cheesy fun.
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Table 12: Here are the top 6 memorable commercials that draws the attention of the local

consumer here at the Philippines according to sunstar.com.ph: (Choose 1 that you liked the

most)

Responses No of Respondents Percentage

Sunkist TVC 10 9.7%

Biolink VCO TVC 7 6.8%

Mcdonald’s TVCs 38 36.9%

Palmolive TVC 7 6.8%

Rejoice TVC 7 6.8%

Coca-cola Beats 18 17.5%

Sprite “I Love You 16 15.5%

Piolo”

Total 103 100%

This table shows that 36.9% of the BU 2nd Yr. Engineering Students' attention were drawn by

McDonald's TVCs, Coca Cola Beats with 17.5%, then 9.7% garnered by Sunkist TVC, while

6.8% each by Biolink VCO TVC, Palmolive TVC and Rejoice TVC.