LA SALLE COLLEGE ANTIPOLO

THE PERCEPTIONS OF SELECTED SENIOR HIGH SCHOOL STUDENTS

OF LA SALLE COLLEGE ANTIPOLO TOWARDS PRODUCTS
THAT USE PRINTED ADVERTISEMENT

A RESEARCH PAPER PRESENTED TO THE SENIOR HIGH SCHOOL

DEPARTMENT OF LA SALLE COLLEGE ANTIPOLO IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE SUBJECT
RESEARCH PROJECT

SUBMITTED BY:
DE GUIA, CRISSA E.
LACHICA, KRISTEL LYN
MERCED, MARIA SUNJIRA R.
SILVESTRE, SHANIA Z.
VILUAN, MARIANNE ALLYSON G.
ZAPANTA, ALLYSON LOUISSE G.

SUBMITTED TO:
MS. MARIA EDEN G. REATAZA, MBA
 TABLE OF CONTENTS

Abstract i

Chapter 1: The Problem and its Background

Background of the Study

Statement of the Problem

Scope and Limitations of the Study

Significance of the Study

Chapter 2: Review of Related Literature

Foreign Literature

Local Literature

Conceptual Framework

Definition of Terms

Chapter 3: Research Design and Methodology

Research Design

Research Instrument

Population and Sample of the Study

Data Gathering Procedure

Chapter 4: Presentation, Analysis and Interpretation of the Data

Presentation of the Data

Analysis of the Data

Chapter 5: Summary of the Findings, Conclusion and Recommendation

Summary of the Findings

Conclusion

Recommendation

REFERENCES

CURRICULUM VITAE
 Abstract

This paper aims to explore the different perceptions of students regarding printed

advertisements. The purpose of this study is to show people nowadays that print

advertisement is still alive in this generation where almost everything is digital in

use. Senior High School students as the respondents, their perceptions about the

printed advertisement is shown and how they are persuaded by it. Using

interview questionnaire as the method of gathering data, the result of the data

gathered showed that the millennial thinks of printed advertisement as one of the

most powerful tool for persuading people.

 Chapter 1:

The Problem and its Background

Background of the Study  

Traditional Marketing refers to any type of promotion, advertising or

campaign that has been in use by companies for years, and that has a proven

success rate. It has a different type of traditional marketing which are direct mail,

print, broadcast and referral. (Catherine Hudgins, 2019) Traditional Marketing

also refers to TV commercials that we usually see in televisions, it is what we

usually see on highways showing us some information of a certain business

which are called billboards and it is what the salesperson gave us with their

contact in it that is called flyers and also business cards if customers have

inquiries. 

Traditional marketing campaigns often regularly have the advantage of

staying power. They can end up notorious, and quickly well-known to a large

number of individuals. The main five important crusades of the twentieth century,

as indicated by system TV powerhouse NBC, are: (Marketing Schools. Org). 

 McDonalds: “You deserve a break today” 

 Nike: “Just Do It” 

 Marlboro's “Marlboro Man” 

 Coca-Cola: “The pause that refreshes” 

 Volkswagen: “Think Small” 

 These businesses became successful because one of the reasons are

these slogans that led people to always think of it, remember the certain

product/business because of it which is a product of traditional advertising.  

One of the effective traditional marketing would be the printed

advertisement form of advertising that uses physically printed media, such as

magazines and newspapers, to reach consumers, business customers and

prospects. Advertisers likewise utilize computerized media, for example, banner

advertisements, mobile advertising, and promoting in online networking, to

achieve a similar target groups of onlookers. The proliferation of digital media

has prompted a decrease in advertising use in traditional print media, however

printed notice isn't dead.  (Ian Linton, 2019) A communications manager once

said, “Being able to share our message with people through compelling print

marketing is a huge asset.” (Cathy Niland, Cat Town Café & Adoption Center)

Print advertising is still one of the best asset/choice in promoting the business

itself because it helps to communicate with other people through the information,

content, that is needed by the consumer.  

Print advertising generates nearly $30 billion in ad revenue every year.

While revenue for print media has slightly declined as online revenue rises, this

form of marketing is still effective for many businesses. (Nielsen, GfK; ON

Advertising) 
 Moreover, diverse field, involving many different strategies and methods.

Earning a degree through a marketing program provides the knowledge and

skills required to effectively use traditional marketing techniques -- from print to

broadcast. 

Coursework in marketing programs are designed with traditional marketing

strategies in mind. Many schools offer degree programs geared specifically

toward print or broadcast marketing, such as Broadcasting Media and Graphic

Design. This includes subjects like communication, which helps professionals

understand the most effective ways to design and deliver traditional marketing

campaign. Marketing programs will also have courses on consumer psychology,

which teaches a strong understanding of buying habits and motivations.

(Marketing Schools. Org).  

Statement of the Problem  

The study aims to show the perceptions of Senior High School students pf

La Salle College Antipolo in printed advertisement. The problem that the people

have is, they think that print advertisement is not that effective anymore in this

generation.  The researcher’s proposal is to let the people know that print

advertisement is still effective. 

Furthermore, the upcoming generation has been slowly being forgetting

the essentials of printing advertising to online advertising due to its widening gap

of new advertising platforms, the effects of printed advertising on the buying

behavior of selected senior high school students'. Given to the aforementioned

discussion, the research question that arose was; 

1. How do Senior High School students see printed advertisements in

promoting products?

2. What may be the difficulties in promoting printed advertisement to

Senior High School students?

3. What may be the issues that Senior High School students

encounter in products that use printed advertisement?

Scope and Limitations of the Study  

The study focuses on the perceptions of Senior High School students of

La Salle College Antipolo in printed advertisement. The study's focal point is the

people who says that the kind of advertising that is commonly used nowadays is

digital marketing but the truth is all along people uses traditional marketing.

whenever and wherever there is traditional marketing that surrounds us such as

printed advertisement. as some people drive, walk and roam around, printed

advertisements can be seen examples are flyers, magazines, billboards,

newspaper and etc. printed advertisement can be more persuading than digital

advertising because on printed advertisement consumers can see the actual

pictures and more information written and the people are obliged to come on the

actual store It has the assurance that it’s not a scam unlike in digital marketing

there are a lot of scammers. The participants are the selected Senior High

School student of La Salle College Antipolo.

Significance of the Study  

The benefits of this research is to know the perceptions of senior high

school students of La Salle College Antipolo to printed advertisement in their

surroundings and to know what are the preferred ways and strategic use to

inform the importance of printing advertisement, how it still holds many benefits

and in buying a product in the market, therefore modern people have natural

attraction in digital advertisement and they are blinded by modernization and

unconscious on the effectiveness of printed advertisement in the field of market.

Moreover, with this in mind, designing and sharing a great printed

marketing piece are high on the list of strategic marketing initiatives. The

researchers hope to benefit the following in the research;

Young Entrepreneurs

This research can help them on their strategies in advertising their

products/ businesses and It can give them a chance in being successful.

Existing Businesses

It can help the correct their mistakes and existing businesses can learn

and start to sustain their business status.

Future Researchers
 Future Researchers can gain knowledge and contribute new ideas to

Printed Advertisement, they can focus on factors that this research failed to

discuss.

Marketing Teachers

The research can benefit to the teachers of marketing so that the teachers

would know another strategy, would know what they have another one to teach.
 Chapter 2:

Review of Related Literature

Related Literatures  

Foreign Literature

According to Pieters and Wedel they explored the impacts of three key ad

components (pictorial, get duplicate, and brand) on consideration catch in

magazine commercials and asserted pictorial is compelling paying little mind to

its size and the content is catching consideration corresponding to its surface

size. They discovered more consideration was paid to the advertisements with

the three components than those without. Additionally, they detailed the watchers

took a gander at 'body content' first rather than the three components. (Young

Sam Ryu, Young., Sun, Taewon., Dozier, Sean., 2009)

In this article, it states that types of printed advertisements e.g. magazines

that asserted pictorial are compelling or most likely effective to

readers/customers that would read that certain printed. It also states that, design

is important and the content itself that is needed to be informative.

Examination concerning the viability of premium print promotions as far as

progressively positive purchaser assessments or higher reaction rates is of

incentive to both the print-publicizing industry and scholastic analysts. In addition,

truth be told, publicists are more averse to book premium-print publicizing

systems without affirmation of their adequacy. This is legitimate given the

additional cost premium printing signs involve. It, along these lines, is vital for the

business whether the mental effect of premium print is beneficial when results

are assessed against its expense. Experts are aware of this issue, and a few

publicizing testing-and following firms have furnished their customers with fine-

grain information able to do such correlations. Business firms have likewise

inspected the impacts of premium printing. Such research is obviously significant,

yet its exclusive nature confines advantage to little gatherings. Inside the domain

of scholastic research there are clues of the estimation of premium imprinting on

purchasers. For instance, writing in the International Journal of Advertising in

2007, Decrop (2007) observed, “In a context of overabundant advertisements

and saturated consumers, message format is crucial in developing effective

advertising campaigns.” Regardless, to the creators' information, no

observational scholarly investigation has checked this attestation with regards to

premium print advertisements. As indicated by a magazine-based promoting test,

the utilization of publicizing components that are cost-serious affectively inspires

beneficiaries as well as can prompt progressively ideal brand recognitions

(Kirmani, 1990). In particular, the model in that review predicts cost-serious

promoting components. (Hampel, Stefan., Heinrich, Daniel., Campbell, Colin.,

2012)
 The research says that advertisements that includes accurate information

such as print ads is one of the best to promote businesses. It says that it is still

effective because consumers wanted to see the certain products’ description,

purpose of it, etc. This statement is in line to the research which has a word

‘perception’ on the title, because in addition, this statement says that most of the

experts says that print ads is still effective.

In Phau’s researched on the effects of physical attractiveness in the

evaluation of print advertisements. In the research it is said that it has a strong

influence that would results from the participants exposing to a print

advertisement with an attractive endorser rather than one with an unattractive

endorser. Since the influence of the physical attractiveness is dependent on the

product involvement of the consumers, being familiar with the product and the

relative establishment of the strength of the advertised brands. (Liu, Ziyo. 2009)

In the given research by Phau’s the relation to what the research has is

how print advertisement would get better result if the endorser is known and

influential, having good endorser means better results of having consumer would

buy in their product.

For a progressively logical clarification of why Millennials think printed

advertisements are authentic, Leone turns to The Centre for Experimental

Consumer Psychology at Bangor University. A test there including MRIs found

that the "genuine" experience of physical media is more liable to end up some

portion of a shopper's memory. The examination itself says contacting with

printed materials while seeing them triggers spatial memory such that different
channels don't, leaving an impression more profound in the mind. The more

profound in the mind the material goes, the more mental handling it requires,

influencing it to appear to be all the more genuine and require a greater amount

of a passionate reaction. Enthusiastic reactions are bound to be sure toward

brands. (Fletcher, Heather. 2018)

The relation of this literature with the research is that with the printed

advertisement, it is more effective for millennials for it triggers spatial memory.

The perceptions of millennials to the printed advertisement is related to the fact

that, psychologically, the details of printed advertisement remain on their heads.

It leaves a deeper impression to millennials that leaves an emotional response

that is likely to be positive towards brands.

The impact of newspaper advertisement on consumer behavior focuses in

the impact of newspaper advertisement on a consumer and the analysis of

information about newspaper advertisement. Consumer behavior in purchasing

product is one of the major factor, because they believe that customers can

convince and influence people to buy their trusted product. It also says that

magazine advertisement contains more informational content than television

advertisement, we also found out that product has more informational content

can be spread by the consumer and influence the customer than advertisement

with less informational content. (Bansal, Mohit & Gupta, Shubham. 2014)

Local Literature
 Individuals are devouring more information today rather than individual

before. What's more, they are anxious about getting it. According to Eileen G.

Mangubat (2013) publisher and acting editor-in-chief of Cebu Daily News. Who

delivered these remarks at the Philippine Press Institute Annual Conference,

people may not be reading day by day or week by week papers as frequently, yet

they are discovering increasingly about news and patterns in a more extensive

world at quicker speed, through the Internet, on their cell phones. (Mangubat,

Eileen., 2013)

Therefore, newspapers have strong impact to decisions makers in the

provinces and businesses enterprise. In order to increase the platform of printing

advertisement such as newspapers is to add another's component which is good

design and visuals.

Moreover, to provide the depth, color and analysis in more visually

creative that will keep and grow readers. In fact, a lot of people recognize and

definitely live in an increasingly digital age in the Philippines. Apart from these,

individual keep their mind open and embrace change with a good grip of our

journalistic principles and a mastery of the needs of our communities.

Newspaper audiences have proven that they find the medium more

engaging and have less distractions when compared to other mediums such as

television and any digital platform. This is mostly due to people engaging in other

activities such as scrolling through social media feeds whilst watching television.

Newspapers aren't going anywhere. Despite the occasional scandal at print

institutions, they remain trusted sources of information that people turn to cut
through the clutter of online news or for the real story when social media outlets

show them information on an event slanted in any number of ways.

The pervasiveness of what might be called billboard smog that

overwhelms populous urban centers in the developing world should be

appreciated against the backdrop of that seemingly inexorable march of

consumerism, which perches on the shoulders of globalization’s juggernauts —

brands of Western provenance like Coca-Cola, McDonalds, Benetton, Mercedes-

Benz, Nokia and Hewlett-Packard, to name a few, which compete for market

space with local commodities. These products have achieved worldwide

recognition to such a degree that their nature can often moderate local cultural

influence (Fam and Grohs, 2007); that is, they resonate so familiarly in overseas

markets as to negate country differences that would normally have to be

considered by media planners who decide on language, aesthetics and story

lines for typically soft-sell global positioning, versus more hard-sell local and

foreign positioning strategies (Alden et al., 1999) (Gomez, Jose Edgardo Jr.

2013)

In the statement, billboard smog has been the populous persuasive in the

world. The Philippines has one of the many billboard smog’s that can be seen on

top of a building, highways and etc.

Aligning the research to this, printing advertisement has always been a

good persuasion because of the given potential placement of the advertisement

close to the point of sale, high frequency of exposure to regular commuters, high

reach, twenty-four-hour presence, geographic flexibility for local advertisers,

economic efficiency in terms of low production costs and low cost per thousand

exposures, visual impact from advertisement size and message creativity and

brand awareness.

We shared an article by Nicholas Brown in Marketing Profs Today "What

Marketers Need to Know about Millennials and Print" that made them shock bits

of knowledge. Brown stated, "The more our lives are affected by computerized

media, the more we are attracted to print as a retreat from online space. This

startling inclination is particularly perceptible to a statistic you'd wouldn't dare

hoping anymore pattern along these lines: Millennials and their more youthful kin

[what's being called Generation Z]." He proceeded to state "measurably, recent

college grads consider print media as progressively reliable and legitimate, and

report a more grounded association with messages conveyed on paper.

"Regardless of whether recent college grads are the most computerized keen

age, surprisingly, the greater part overlook advanced promoting, and rather give

the best consideration to post office based mail and print publicizing", Quad

Graphics, a worldwide supplier of print and showcasing administrations detailed.

How solid is the connection between youngsters and print? On the off chance

that we consider information from scientists at TRU, a division of TNS Research

Global, it has all the earmarks of being solid without a doubt. He proceeds to

refer to inquire about from TRU, a division of TNS Research Global. A study of

600 youthful grown-ups matured 16 to 26 of every 2011, which addressed

different corners of the print business, from magazines to publicizing to post

office based mail, uncovered a mind-boggling inclination among respondents for

print in a few classes, regardless of their familiarity with web based life and

versatile media. Individuals studied by TRU recognized advanced as a simpler

and greener choice, yet at the same time favored getting news and data in print

by huge edges: They supported print over tablets for books (78 percent),

magazines (71 percent) and papers (52 percent). (Dizon, Millie. 2016)

The relation of this literature to our research is the perceptions of

millennials to printed advertisement. It is stated that millennials consider printed

advertisement as more trustworthy and authoritative. With this literature we can

see that even on the digital age, where you can see technology everywhere you

go, more than half of the millennials still ignore digital advertising and pay the

greatest attention to printed advertising

Mass Communication Students were prepared in the nature of job related

to advertising and marketing through print ads. They are equipped with skills and

values that could be of help to achieve the organization’s mission. Some

establishments preferred most employees who possess technical skills,

communication skills and interpersonal skills (Torre et al, 2014). The competence

of the students is being shaped during the process of realizing the importance

and appreciating the relationship of various challenges and responsibilities of

their profession. (Martinez, Cynthia., Lontoc, Jaetee., Villena, Arnie Christian &

Laguador, Jake. 2014)

It’s better to use printed advertisement because it uses technical,

communication and interpersonal skills. The technical skills are used for making

the design and creating the particular printed advertisement. For the
communication skills since the consumers receive printed advertisements such

as flyers, magazine, newspaper and etc. they are obliged to come on the actual

store then the sellers will communicate with the buyer. For the interpersonal skill

it’s the relationship between the buyer and the seller. Therefore, it is better to use

printed advertisements because it can engage different skills it gives more

concrete information and it lessen the scams happening especially on online

stoppings with printed advertisements you can assure that it is literal.

The study of billboards in EDSA, Philippines. The study focuses in the

bud, the study of location and placing of billboards in EDSA. The major factor

they consider in placing the billboard ads is the situation of slow moving traffic

because it becomes clearer as one slows down. Another reason is that can

identify the best spot from the driver or the commuter s point of view is the length

of time the ads can be seen in a particular spot or area, and lastly it is legible

view or exposure as the commuter s navigate. (De los Reyes, Bernadette. 2009)

The main purpose of billboards is to attract customers and draw your

attention to your brand. Billboards are one of the example of printed

advertisement and anyone can see its exposure, and that is a good strategic way

to capture people's attention by noticing something to your product.

Conceptual Framework  

This study purpose for a brief discussion on the contents in the suggested

framework for The perceptions of selected La Salle College Antipolo in Printed

Advertisements. The variables to be observed in this study are: The senior high
students of La Salle Collage Antipolo as the input, and the students' perception

as the output or the results of the process which are the interview guide

questions. Similarly, a conceptual framework that identifies the perceptions of

selected students of La Salle College Antipolo through a seven question.

Conceptual Framework

INPUT PROCESS OUTPUT

The Perceptions of
Selected Senior
Selected Senior
The process will High Students of La
High School
include interview Salle College
Students of La Salle
questions to get the Antipolo towards
College Antipolo
output products that uses
Printed
Advertisements
 Definition of Terms  

Advertising – a way of promoting a product, services, businesses that

consumers will be notified or informed of the certain offers.

Traditional Marketing – a type of marketing that uses print, direct mail,

broadcast and referral that can be seen and can be known by consumers.

Digital Marketing – a type of marketing that uses digital, social media as a way

of promoting services, products, etc.

Printed Advertisement – a type of advertising that uses printed outputs in giving

the costumers what they want to know and example of this are flyers, billboards

and magazines.

Perception – other term for perspectives, thought, thinking, idea, opinion.

Perception is like an own opinion of someone to the said topic.

 Chapter 3:

Research Design and Methodology

Research Design  

Qualitative research is primarily exploratory research. It is used to gain an

understanding of lying reasons, opinions and motivations. It provides insights inti

the problem or helps to develop ideas or hypothesis for potential qualitative

research. The sequence of events, the study's principal focus is that advertisers

and businessmen make the most of all forms of print media like magazines,

newspaper, flyers, etc.

Moreover, most people are becoming more and more blind to digital

advertising method. We all know that digital marketing is also effective and up-to-

date but in digital advertisement. Most likely it doesn't just appear an authentic,

this advertisement blends in with the content so that it appears the sense of

natural and original.

The research is a phenomenological research that includes an open-

ended question that will allow the respondents to give their own point of view
(can give their own perception to Printed Advertisement) to be able to gather

data for the research.

Research Instrument  

The researchers constructed an interview wherein to foresee the seven

interview questions. In these interview questions it will lead to finding the

answers need, pivoting and focusing instead of drifting from the said topic.

 In the first question, the researcher tried to perceive, the possible effects

of printed advertisement, if it is still applicable for selected senior high

students, who nowadays are into digital advertisement.

 As for the second question, the researcher gave a note solely focusing the

importance of printed advertising in certain products, if there would be

certain opinions why or it’s not important to have promotional ads.

 The researcher wants to know if print ads has still its advantage toward

digital, the third questions is meant for it to clarify if costumer if the

persuasion between two parties are either heavily against or equal

towards each other.

 Continuing to the fourth question, it focuses on asking to what they could

be persuaded if print ads will be used to advertise.

  Following the fifth question to ask if printed advertisement would be a

business, the question is asked to be answer what could be the factors

could it be contributed to the business, could it possibly more consumers

would be persuade using this method such as prints ads.

 Next is the sixth question to be asked to the interviewee if printed

advertisement will be enough to help the interviewee to buy a certain

product and why. In this question the researchers wanted to know if print

advertisement is still effective for the selected students.

 And the last question to be asked is what are the perception of the

interviewee about print advertisement is still one of the best to persuade

them despite of living on a digital/modern world.

Population and Sample of the Study  

The population of this study consists of senior high students of La Salle

College Antipolo, specifically the Grade 11 students. Grade 11 students will be

interviewed regarding their perceptions in printed advertisement. Data are

gathered from selected Grade 11 students of STEM, HUMSS, and ABM by the

given interview questions, the participation of these students will determine what

they understood and comprehend about the research. If they really are aware of

the printed advertisement.

Data Gathering Procedures  

The specific data gathering technique for the research is interview. The

selected student is to answer the given guide interview questions inline to the
research’s topic. The said interviews are personal and unstructured interviews;

whose aim is to know what are the perceptions of selected Senior High Student

of La Salle College Antipolo to printed advertisements may it be positive or

negative answers. The expected time of the interview will be 2-3 minutes. The

researchers will be able to gather reliable data from the interviewee it might be

time consuming but it is more convincing because it is face to face rather than

the other data gathering instruments.

 Chapter 4:

Presentation, Analysis, and Interpretation of Data 

Presentation & Interpretation of Data

The purpose of these research is to summarize all the data collected from

selected senior high students who participated in these interviews. The interview

is about their perceptions about printed advertisement, the purpose of this

research is to know the different perspectives of the selected senior high school

students.

QUESTIONS ANSWERS SUMMARY OF RELATED

THE ANSWERS LITERATURE
Question 1: Respondent 1: “It Based on the According to
can persuade a interview, printed Phau’s the
“What is the effect lot of people advertisement research on the
of printed regarding their relays about the effects of
advertisement for business.” information of the physical
you?” business. attractiveness
Respondent 2: in the
“Print ad can help, evaluation of
because I can see print
the visual of the advertisements.
certain product In the research
that I can buy.” it is said that it
has a strong
Respondent 3: “It influence that
could persuade would results
me to buy their from the
 product.” participants
exposing to a
Respondent 4: print
“The effect is that advertisement
the product of with an
their business attractive
pops up in my endorser rather
head, I can see than one with
clearly and entice an unattractive
to buy their endorser. Since
product.” the influence of
the physical
Respondent 5: attractiveness
“The effect of is dependent
printed on the product
advertisement for involvement of
me is that they the consumers,
persuade me being familiar
more, first of all is with the product
that they give it and the relative
personally and establishment
second is the of the strength
effort of making of the
it.” advertised
brands
Question 2: Respondent 1: “It Based on the We shared an
is important interview, printed article by
“Why is printed because it can advertisement is Nicholas Brown
advertisement persuade a lot of important because in Marketing
important in people and it can persuade a Profs Today
promoting certain persuasion is the lot of people and "What
product?” key in promoting.” the consumers can Marketers
see it personally Need to Know
Respondent 2: with the about
“People can see the information Millennials and
certain product that’s needed. Print" that
printed is much more made them
okay.” shock bits of
knowledge.
Respondent 3: “It Brown stated,
gives information "The more our
that’ll persuade lives are
other people.” affected by
computerized
Respondent 4: “It media, the
is effective more we are
because you see attracted to
it personally and it print as a
is more detailed.” retreat from
online space.
Respondent 5: “It This startling
is important inclination is
because when particularly
you say printed perceptible to a
advertisement all statistic you'd
the details must wouldn't dare
be there, it is hoping
better if you see anymore
through it again pattern along
and again, if you these lines:
don’t have Millennials and
anything you do their more
you can read it.” youthful kin
[what's being
called
Generation Z]."
He proceeded
to state
"measurably,
recent college
grads consider
print media as
progressively
reliable and
legitimate, and
report a more
grounded
association with
messages
conveyed on
paper.
"Regardless of
whether recent
college grads
are the most
computerized
keen age,
surprisingly, the
greater part
overlook
advanced
promoting, and
 rather give the
best
consideration to
post office
based mail and
print
publicizing",
Quad Graphics,
a worldwide
supplier of print
and
showcasing
administrations
detailed.
Question #3: Respondent 1: Based on the Newspaper
“Yes, because answers of the audiences have
“3. Does printed both of them respondents, proven that
advertisement gives a lots of printed they find the
have the same information to a advertisement medium more
effect of lot of people.” gives a lot of engaging and
persuasion with information and have less
digital Respondent 2: unlike the digital distractions
advertisement? “Yes, but they marketing the ads when
Why do you think have difference. just pop up out of compared to
so?” The digital ads nowhere. However other mediums
are irritating, they the 2 of the such as
pop-up out of respondents says television and
nowhere.” no because digital any digital
marketing is platform.
Respondent 3: common
“Digital is more nowadays, people
effective because is more fond of
people nowadays using gadgets.
have their eyes
on gadgets so
they give more
attention or they
value on what
they see.”

Respondent 4:
“Printed is more
effective because
in the digital
products it is only
pop ups and you
can close it
 already.”

Respondent 5:
“For me, it is no
because if it is
digital you can
skip them and if it
is printed you
really will read
them for it is not
common and
frequent.”

Question 4: Respondent 1: Based on the The

“Yes, if their interview, printed pervasiveness
“How will you be information is advertisement can of what might
persuaded by mixed with some be persuading if it be called
printed designs.” have designs , billboard smog
advertisement?” complete that
Respondent 2: information and overwhelms
“Yes, if the design when the person populous urban
is attractive and giving the flyers centers in the
the content is can add up some developing
helpful.” more information. world should be
appreciated
Respondent 3: against the
“Yes, if backdrop of
informative, that seemingly
accurate details.” inexorable
march of
Respondent 4: consumerism,
“Yes, if the details which perches
of the printed on the
advertisement is shoulders of
eye catching it globalization’s
can persuade me juggernauts —
to buy their brands of
product.” Western
provenance like
Respondent 5: “I Coca-Cola,
will be persuaded McDonalds,
if they give effort Benetton,
and the person Mercedes-
who is giving it to Benz, Nokia
me can give more and Hewlett-
information.” Packard, to
name a few,
 which compete
for market
space with local
commodities.
Question 5 Respondent 1: Based on the Business firms
“Yes, because it interview the have likewise
“Do you think it is a is their way on printed inspected the
good idea for promoting their advertisement is a impacts of
businesses to use business.” way to promote premium
print their products and printing. Such
advertisement? Respondent 2: “It you can keep their research is
Why do you say can persuade, but flyers with you. obviously
so?” it’s still the choice significant, yet
of the buyers if its exclusive
they wanted to be nature confines
persuaded.” advantage to
little gatherings.
Respondent 3: Inside the
“Yes, because it domain of
is the way of scholastic
promoting their research there
product.” are clues of the
estimation of
Respondent 4: premium
“Printed is a imprinting on
better idea to use purchasers. For
for businesses for instance,
it is more effective writing in the
than digital International
advertising, Journal of
because they Advertising in
interact with the 2007, Decrop
customers more (2007)
than checking in observed, “In a
the net where context of
would need the overabundant
connection.” advertisements
and saturated
Respondent 5: “It consumers,
is better for message
businesses to use format is crucial
printed in developing
advertisement effective
because if it is advertising
printed you can campaigns.”
keep their flyers Regardless, to
and if you don’t
 have anything to the creators'
do you can hold information, no
the flyers and if it observational
is digital you are scholarly
not focused on investigation
the product for has checked
you can be this attestation
distracted by with regards to
others.” premium print
advertisements.
Question 6: Respondent 1: Based on the The major
“Yes, because answers of the factor they
“Is printed their information respondents consider in
advertisement is on point and it printed placing the
enough to get your caught a lot of advertisement is a billboard ads is
attention to buy people who needs good idea for the situation of
their product? the certain businesses to use slow moving
Why?” business’ as a promotion for traffic because
information.” printed it becomes
advertisement has clearer as one
Respondent 2: more details than slows down.
“Somehow, flyers digital Another reason
can help.” advertisement. is that can
identify the best
Respondent 3: spot from the
“Yes, because of driver or the
the information commuter s
that where given, point of view is
what is the the length of
purpose of the time the ads
certain product.” can be seen in
a particular
Respondent 4: spot or area,
“They can get my and lastly it is
attention if I legible view or
always see their exposure as
product and if the commuter s
their details are navigate. (De
sufficient.” los Reyes,
Bernadette.
Respondent 5: 2009)
“Yes, because if it
printed it is
detailed while for
digital there is
only the contact
information for
 more information.”
Question 7: Respondent 1: Found on this According to
“Print ad is more interview printed the article “How
“According to focus on the advertisement is and Why
research, until now information that better when it Marketing to
print advertisement they are giving comes to Millennials with
is the second best rather than the promoting for you Print Boosts
to persuade designs that will are more focused Engagement”
people, even in attract the on it, comparing to Print Ads are
your age. Why do people.” digital genuine and
you think that even Respondent 2: advertisement, you print ads trigger
if we already live in “Print ads, that’s are easily a spatial
a digital world, the why its second, distracted by other memory to
print advertisement the way the things. millennials
is still one of the content shows when they look
best to persuade itself. And it can at them. This is
us?” be easily where
distributed.” emotional
responses
Respondent 3: arise, the
“Yes, because deeper in the
Reference of the mind the
physical object, material goes
because unlike in the more of
digital it’s easy mental
access but it’s still processing is
different when the what they do.
information is in
your hands.”

Respondent 4: “It
is because printed
is more effective
and better if it is
printed, because
it caught your
attention
immediately not
like the digital
advertising where
you can skip their
ads.”

Respondent 5:
“Printed
advertisement is
better, when you
 say digital
advertisement
you are distracted
by chats and
other notifications,
but for printed you
are really focused
on their product
and not get
distracted by
others.”

Analysis of the Data

In this part of the research reveals what does the respondent’s answered

given to the questions. It is evident that the summarization of all the answers

came from the selected respondents of the senior high school students.

The common answer of the respondents is the effective way of promoting

printed advertisement, an accurate information, direct to the point and the visuals

itself which means that the said print medium should be creative in a way that

customers will keep it not just as a souvenir but also for future inquiries. One of

the common answers is that the printed advertisement is reliable likely because

of its information that the said medium wants to engage with the customers.

Printed advertisement let the other people, focus on what they are reading and

not to get distracted by other mediums.

 Chapter 5:

Summary of the Findings,

Conclusions and Recommendations

In this chapter, introduces the summary of the research, the constructed

conclusions and the recommendations that is made as a supplement of the

research.

The respondents where to interviewed and to answer the said questions.

Summary of the Findings

The major study of the research is as it follows:

1. How do Senior High School students see printed advertisement in

promoting products?

Based from the interview and the answers of millennials that the

researchers gathered, printed advertisement is effective because of

the information that where given in it, the information that are given are

reliable. It is effective in a way that the customers could keep that

information, trust that information for future use. In addition, printed

advertisement is effective because customers are attracted to the

visuals of the printed medium itself. The confirmation of the said

answer is one of the article which affirms that “He proceeded to state
"measurably, recent college grads consider print media as

progressively reliable and legitimate, and report a more grounded

association with messages conveyed on paper. "Regardless of

whether recent college grads are the most computerized keen age,

surprisingly, the greater part overlook advanced promoting, and rather

give the best consideration to post office based mail and print

publicizing", Quad Graphics, a worldwide supplier of print and

showcasing administrations detailed.”

2. What may be the difficulties in promoting printed advertisement to

Senior High School students?

According to the data gathered from the respondents, the

difficulties in promoting printed advertisement is that some consumer

doesn’t care of a certain or doesn’t look into the printed output of the

product itself but instead, consumers go to the internet rather than

going to the business itself and see the accurate information of the

business. Also one of the difficulties in promoting printed

advertisement is most of the businesses focus on digital

advertisement, they focus on what the consumers always use which

are the social media platforms. To support the answers that gathered

is one of the researchers’ article have which states that, “In the article

that the researchers have states that, “Conference, people may not be

reading day by day or week by week papers as frequently, yet they are

discovering increasingly about news and patterns in a more extensive

 world at quicker speed, through the Internet, on their cell phones.”

(Mangubat, Eileen., 2013).

3. What may be the issues that Senior High School students

encounter in products that use printed advertisement?

As the researcher gathered data they found out that it takes time for

the senior high school students to read the whole details of the

product, according to "Bernadette, D.L.R. (2009). Billboards: Are They

Here to Stay? A Study of Billboards in EDSA, Philippines. MUHON: A

Journal of Architecture, Landscape Architecture and the Designed

Environment. University of the Philippines College of Architecture"

printed advertisement uses technical communication or interpersonal

skills, with this student will need the time to read and must read

critically for the students to discovered quickly and to understand more

what they want to know about the product.

Conclusions

Print advertisement is known to be one of the useful ways of promoting

businesses, it gives the people accurate, specific information that the people

needed to know in able to access or trust that certain product. In addition, print

advertisement serves as an important tool in knowing a certain product, business

or service. Furthermore, print advertisement has the advantage that will make

other people satisfy.

However, some of the customers or the respondent says that print

advertisement is less effective in promoting compare to digital advertisement.

Therefore, in this era when many businesses are pouring resources into

Internet marketing plans, print advertisement continues to be a very effective

medium for reaching customers. It shows that consumers of all ages still prefer

paper-based advertising to electronic formats. Print advertising continues to have

a greater influence on buyer behavior than electronic, even among Millennials.

Consumers look forward to receiving and reading print advertising while they find

email and Internet targeted advertising unappealing.

Recommendations

The suggested proposal and recommendation for future studies and

researchers are:

 To have a specific category of printed advertisement that will lead to a

better awareness of what print advertisement is capable of

 The advantages in using the said way of advertisement.

 Also to have a fixed amount of participant on each grade level not just on

senior high students and to identify whether different ages has a different

perception to printed advertisement.

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