St.

Joseph Academy of Valenzuela

1 San Felipe St., Karuhatan, Valenzuela

Traditional Advertising vs. Modern Advertising

Kurth Russell Mallo

Cherry Mae Damayo

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

CHAPTER 1: INTRODUCTION

A. Background of the study

Companies ordinarily use different methods of advertising. It plays a

major role in business. In today’s world, advertising is everywhere. It

helps every business to communicate their products to the consumers.

And also advertising helps them to take advantage to these competitors.

Advertising is considered as one of the marketing tools or marketing

tactics to promote the product or service. Due to the development of the

years, it forms a traditional and modern or digital advertising in the world

of business.

Traditional Advertising is a form of advertisement where it has been in

use for over the years and proved the success rate of it. Traditional

advertising considered as a golden era of advertising. It includes print

advertisement such as newspaper, magazines, flyers or pamphlets,

billboards, TV commercials, and radio.

Is traditional advertising is dead? No, isn’t. This method is still useful in

today’s world. In fact, the source about this method is more accurate. It

interact real source with real person in real time. And also traditional is

more trustworthy than other forms like digital or modern advertising.

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

Traditional advertising is always right there like spending about 3 to 4

hours of watching television, in that time many commercial

advertisements you already watched. Also when you’re driving, when

you stuck at the middle of the traffic, there are many big and designated

billboards that you have been encountered. This method is still relevant

and it will continue to use even if the internet already rise up.

Speaking about Internet, with the rise of it, the world of advertising

evolves, Modern advertising or Digital advertising came.

Modern advertising is a form of advertisement in which it uses digital

technologies, digital medium and Internet. Due to evolution, this method

widely use by most of the companies to introduce their product or service

through Social Media.

Modern advertising made an impact in the world of business. It is easy to

promote the product or service in just one click. It also provides a large

audience. Modern ads are very easy to monitor and evaluate, it provides

a statistic on how far these advertisements reached on each day.

Social media is one of the main factors why most of the companies using

modern or digital advertising. In today’s society, most of the people have

a Facebook account. According to the statistics, there are over 68 million

users in Philippines. It’s easily to promote, in just one post millions of

users communicate to your product or service. YouTube is also impact

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

because before you can watch the video you choose, most of ads play

first.

Whether it is Traditional advertising or Modern advertising, every

companies aim is to introduce their product or service. You need to

convince the consumer on why they should need to buy this, what are

the benefits that will get if they buy it, what is the difference of their

product or service to their rival companies. It is important that companies

know when they will use the traditional ads and modern ads. And one

thing, they need to align the methods based on their target audience.

B. Conceptual Framework

The researcher is guided by a conceptual model that is portrayed as

shown in figure 1.

In this study, the input is to determine the demographic profile of the

respondents, gathered significant information such as articles, journals,

thesis etc. The researchers conducted a survey questionnaire to gather

information, distributed survey questionnaire to the respondents and

present, analyzed and interpreted the data as a process. The output is to

know which of the two advertising method is more accurate and more

useful in the new generation.

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

INPUT PROCESS OUTPUT

 Demographic  Conduct a  It will know

profile of the survey to which of the
respondents gather two
 Gathered information. advertising
significant  Distributions method is
data of the survey more accurate
to the and more
respondents. useful in the
 Present, new
analyzed and generation.
interpret the
data.


C. Statement of the problem

The purpose of this study is to answer these following questions:

1. Which is more effective advertising traditional advertising or

modern advertising?

2. Which is more frequently used advertising method in

companies?

3. How these two advertising methods can help companies?

D. Hypothesis

Based on the study the researchers found out that when it comes to

advertising, traditional and modern advertising could really help in the

new generation to a lot of companies. Companies have many factors

on why they still using traditional advertising in the new generation.

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

Whether it is traditional or modern advertising, these two are

important to develop the product/service of companies.

E. Assumption of the study

F. Significance of the study

This study will beneficial to the following:

To the consumers, to know which advertising method could help

them on choosing products in accessible way.

To the producers, to know which advertising method could help

them to promote their products in the industry and which must be

capable method in attracting the consumers.

To the future researcher, to help them to gathered information

regarding to the study.

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

G. Scope and Limitations

This study focuses on the effectiveness between the traditional

advertising and modern advertising. It focuses at age of 20 years old

and above with a proper knowledge about the particular topic and no

particular gender preference is needed. Seventy five respondents are

needed to answer the interview. This study will not cover other query

that is not considered as one of the advertising topic. The study would

be done through the utilization of questionnaire to the different

companies as a survey and reference. By their strategy the

researchers will be able to know which is more effective between

traditional advertising and modern advertising to the Valenzuelanos.

This study focuses at Valenzuela area only during the school year

2019-2020.

H. Definition of terms

This terms are a conceptually and operationally defined for better

understanding of the readers.

Role – the function assumed or part played by a person or thing in a

particular situation.

Accurate – conforming exactly to truth or to a standard.

Traditional – consisting of or derived from tradition.

 St. Joseph Academy of Valenzuela
1 San Felipe St., Karuhatan, Valenzuela

Modern – characteristic of the present or the immediate past.

Newspaper – a paper that is printed and distributed usually daily or

weekly and that contains news, articles of opinion, features, and

advertising.

Magazines – a print periodical containing miscellaneous pieces (such

as articles, stories, poems) and often illustrated.

Flyers/Pamphlets – advertising circular.

Billboards – a large panel designed to carry outdoor advertising.

Social Media – forms of electronic communication (such as websites

for social networking and micro blogging) through which users create

online communities to share information and other content.

Advertisements – one published in the press or broadcast over the

air.

Competitors – one that competes or one selling or buying goods or

services in the same market as another.