METHODS 

The approach of this study is qualitative as it aims to gather in-depth data and results
from the participants. Furthermore, the design of this study is exploratory. In order to
gain the desired results, gathering the insights of the participants is a vital process. A
questionnaire will be given to the participants in order to gain a thorough understanding
of the impact of humor advertising to the brand popularity of Angkas. Moreover, the
questionnaire will be utilized to determine: (1) whether the participants find the posts of
Angkas humorous; (2) whether the college students are aware of Angkas based on their
ability to recall and recognize the brand; (3) whether the use of humorous
advertisements has a positive impact on the brand popularity of Angkas. In addition,
follow-up questions will be asked to gather much deeper answers from the participants.
Questionnaire is a formalized set of questions for obtaining information from
respondents. The overriding objective is to translate the researcher’s information needs
into a set of willing and able to answer (Malhotra, 2009).

The participants for this study are the 175 of 232 Institute of Communication students
from Colegio de San Juan de Letrán and will be chosen through a non-probability
purposive sampling technique. They were chosen to become the participants of this
study because as future media practitioners, they have knowledge  or at least a gist on
how brand awareness, brand popularity works and how the context of humor is used in
the industry. Below is a chart of specified numbers of participants per program of the
Institute of Communication:
Table 1: Number of participants

Year & Program Number of Students Number of Questionnaire participants

AB Advertising

1st year 5 5

2nd year 7 7

3rd year 12 8

24 20

AB Broadcasting Communication

1st year 13 10

2nd year 21 15

3rd year 24 15

58 40

AB Communication Arts

1st year 43 31
 2nd year 40 35

3rd year 47 34

130 100

AB Journalism

1st year 8 6

2nd year 6 5

3rd year 5 4

19 15

232 175

Prior to the collection of data, it is important to consider relevant ethical guidelines (Hunt
et al., 1984; Hunt & Vitell, 1986; Patel et al., 2003). First, participants will be given
sufficient details and information for them to decide whether they want to take part in the
study or not. To specify, the researchers will make sure that every participant will know
what the nature of the study is, that their identity wouldn’t be exposed during and after
the data collection. Second, once the participants have decided to participate in the
study, they will be signing a consent and confidentiality agreement form which wherein
the full title of the study and the researchers contact details will be intact.

A1 – The college students find the social media posts of Angkas humorous.
1. What are your thoughts on humor advertising? What do you think makes an ad
humorous?
2. How would you describe the advertising of Angkas? Why do you think so?
3. Do you find the posts of Angkas humorous? How so?
A2 - The college students are aware of Angkas based on their ability to recall and
recognize the brand.
1. What is the first thing that comes to mind when you hear motorcycle ride
application? What made you think so?
2. Can you tell us your knowledge about the brand Angkas?
3. Can you name other motorcycle ride applications aside from Angkas?
A3 – The use of humorous advertisements has a positive impact on the brand
popularity of Angkas.
1. How do the posts of Angkas influence your chances of using it?
2. Do you find the advertising of Angkas effective? How so?
3. How did you act in response to their social media posts and/or advertisements?
Did you share it online? Posted a comment?