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Undergraduate Theses

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    Media preferences of local advertisers in Iloilo City
    Bonifacio, Nuevelar; Kawaguche, Gretchen (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2006-10)
    This Broadcast Research is entitled "Media Preferences of Local Advertisers in Iloilo City. " The objectives of this study are to identify the local advertisers in Iloilo City, to categorize local advertisers, to determine the type of medium used in advertising a product, to differentiate the characteristics of each medium in advertising a product, and to find out the reasons why businessmen advertise a product. The study has 20 respondents. The researchers categorized the different businesses into four such as food, health, general services and housing utilities. The researchers gather the data through survey. Based on the results of the survey, it shows that businessmen in every category have different media preferences. The data shows that in food and health category, the most preferred medium was newspaper. In general services category, radio was the most preferred medium. However, in housing utilities category, radio and tri-media was the most preferred medium by the advertisers. Moreover, the respondents identified reasons why they advertise. It to was found bring out that businessmen engaged in advertising to bring new products to the attention of the consumers to buy or accept a product. Next, they advertise to maintain and defend markets for established brands, followed by helping potential customers choose among competing brands. And the last reason was to increase the use of goods and services among customers.
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    The picture-superiority effect in candy magazine advertisements based on consumers' level of brand recall
    Bomediano, Maria Myka R.; Leyva, Rachell Janine B. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2011-03)
    The picture-superiority effect in candy magazine advertisements based on consumers’ level of brand recall is a study aimed towards helping advertisers formulate effective strategies in magazine advertising and provide insight for fellow researchers on the picture-superiority effect and its relative effects on consumer behavior. In this study, the researchers focused primarily on proving the prevalence of the picture-superiority effect in Candy magazine advertisements. They surveyed 65 female freshmen in UPV-Miagao, each of whom were given a copy of the April 2010 issue of Candy magazine one day prior to the survey. Data gathered were analyzed through frequency count and content analysis of the top three most recalled advertisements and three unrecalled advertisements based on pictorial and verbal elements and the sizes of both. Results showed that the picture-superiority effect is indeed prevalent but discovered that it is not exclusive to brand recall and may also be affected by brand familiarity or past purchase decisions. The latter are then recommended by the researchers as basis for further research.
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    The relationship between the attitude towards women and the evaluation of sexism in liquor advertisements on television
    Azarcon, Criselda Jeremias (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 1993-06)
    This study is on the relationship between the individual's attitude towards women and his/her evaluation of sexism in Tanduay advertisements on television. Using two sets of questionnaires, the study also investigated the relationship between each of these two variables on one hand, and gender, age, and religious affiliation, on the other. Attitude towards women is defined as the level of feminist attitude of an individual. Evaluation of sexism is defined as the individual's rating of sexist manifestations in television liquor advertisements. Sexism is the sexual discrimination against women by people. It is any distinction, exclusion or restriction made against women which has the purpose or effect of denying equal exercise of human rights and fundamental freedom in all fields of human endeavor. A manifestation of this is the sexual degradation of women which is the focus of this study. It is manifested by associating women with sex, or showing women as sex figures, such as showing them as sex partners or in sex-provoking images. The respondents were freshmen dormitory residents at UPV Residence Halls, Miag-ao. An accidental sampling was used to identify the sample population of 30. Using the Pearson Product-Moment Correlation the result showed that there is no relationship between attitude towards women and evaluation of sexism in Tanduay advertisement on television. Using the chi square test of independence, it was found that only five out of twenty-one items in the attitude towards women test showed significant differences in the answers of the female and male respondents, four out of twenty-one items showed significant differences in the answers of the religious groups, and one out of twenty-one items showed a significant difference in the answers of the three age groups. Thus, based on the results, attitude towards women does not affect the level of an individual's awareness on how women are sexually degraded in Tanduay advertisement on television.