INTRODUCTION

I. Background of the Study

A commercial is a type of product promotion involving different business companies for the
benefit of selling. According to Ogilvy, D. as stated in McQuerrey, L. (2018), advertising is not a
form of art rather a medium of information. The pictures or the words are indicative but what
matters the most are the information. It may come from everything such as politics, with the aim
of giving the audience a message.
With television being the main source of information about certain products, it is important
to consider its impact to the audience. Different marketing strategies are observed by companies
in order to increase its publicity and retainment in the minds of the consumers. This will
strengthen their attitude towards brand purchasing. (Dahlen & Lange, 2005)
According to Wilson and Wood (1994), children can be considered as the primary market
component for they will be the adult consumers in the future. Their decisions also play a vital
role in influencing their parents about what products to buy. With their exposure to television,
commercials appeal to them the most as they recall the content from the ads they have been
exposed. With this, information held by commercials should not be plainly served, instead must
be brought to the audience in a new and exciting manner.
As different commercials emerge with the production of new products, various kinds of
strategies and actions are made by companies in order to make their commercials appealing to
the customers and patronize their products. As stated in the article Philippines- Trade and
Adertising, most advertising agencies now use celebrities well known to youngsters in order to
add impact. With this, each product is able to gain identity depending on the costumers and
consumers’ perception of the commercial.
Commercials does not only restrict itself in using celebrities but also exhibits different
methods or genres to deliver product information. According to Yardley (2014), genres play a
vital role in writing in order to allow the author to stick to the structure and fulfill the readers’
expectations about the work. While commercials are not technically literary works, it still
follows a certain flow or story necessary to put out the information in a creative way.
With the importance of a commercial and its effectivity based on consumer buying and
consumption (Zuraida & Uswatun, 2001) and the vital role of genres to any work of art, the researchers
came up with a study that will determine the impact of commercials based on the genres it exhibits.
Furthermore, it will determine what genres are most preferred by the respondents of the research.
 II. Purpose of the Study

Commercials are used to promote or capture the attention of the customers regarding the

products intended for selling. The main purpose of this research study is to determine

commercial genres most preferred by selected grade 12 ABM students in NS-NU.

Through the information that will be gathered, the researchers will be able to describe and

highlight what special features in a product’s advertisement highly captures the eyes of the

viewers. The researchers will also be able to identify the similarities withheld in various

commercials as to why they do or do not have huge impact in the taste of the audience.

III. Significance of the Study

The study will be of significant effect to the following:

 Society

The findings of this study will rebound to the benefit of society considering that

commercial advertisements play an important role in product testing and shaping

consumer preferences.

 Market place

The results garnered will provide a better understanding on the effectivity of commercial

communication and shifts involved with market trends and demands.

 Business Organizations

Businesses will profit from the information collected by applying improvements in

market strategies, methods and measures; possibly offering enhanced services and

strengthening consumer satisfaction.

 Consumers

Said participants’ response will function as a basis for younger consumer inclinations

thus, product innovation and development in markets will become more feasible.

 Researchers

The researchers will gain from the study as the data will be utilized to further

comprehend the correlational influences inferred from differing types of commercials to

the indicated classification of involved participants (Grade 12 ABM Students of National

University – Nazareth School).

IV. Statement of the problem

Through thorough study and deep analysis of the participants’ response, the

researchers will aim to identify what genres of commercials are most preferred by the

Gr. 12 ABM students of NS-NU.

To do this, the researchers will also aim to answer the following questions:

1. Which of the following commercials captured the attention of the respondents the

most:

a. Fast Food

a.1 Jollibee

a.2 MCdonald’s
 a.3 Mang Inasal

b. Milk

b.1 Nido

b.2 Bonakid

b.3 Promil

c. Snacks

c.1 Clover

c.2 Skyflakes

c.3 Chippy

2. What are the similarities commonly shared by the most preferred commercials of each

type of product in terms of genre?

3. How does the different commercial genres affect the Grade 12 ABM Students’ product

preferences in terms of:

a. commercial expectations

b. consumerism

V. Scope and Delimitation

The study is delimited to a selected number of grade 12 students who are taking the ABM

(Accountancy, Business Management) strand in NS-NU. Since different commercials are

showing up, it became the hearsay of many people especially the millennials today. The

researchers will conduct a qualitative research to know the impact and preferred genres like

dramas, romance, musical, etc. when it comes to commercial ads by doing a survey with the use

of questionnaires. Different external factors that are engaged in their judgements such as
influence from friends and the frequency of exposure to a certain kind of product commercial are

not included in the said research. It will only gather information as to what genre of commercial

struck them the most and retained in their minds. Commercials of various brands from particular

products are to be examined and compared however will not necessarily be of same significance

when it comes to other types of products not included in the research.

V. Definition of terms

Advertisement

-a notice or announcement in a public medium promoting a product, service, or event or

publicizing a job vacancy.

Buyer

-a person who select and purchase stock or materials for a large retail or manufacturing business,

etc.

Consumer

-a person who purchases goods and services for personal use.

Commercial

-a television or radio advertisement.

Competitors

-a person, organization or country that is engaged in commercial or economic competition with

others.

Genre

-a category of artistic composition, as in music or literature, characterized by similarities in form,

style, or subject matter.

Market
-a regular gathering of people for the purchase and sale of provisions, livestock, and other

commodities.