Advertising is a critical component of marketing because it allows the new product to reach the right

audience with a positive, targeted message that turns potential buyers into paying customers (Frolova,
2014). For instance, most people are unfamiliar with pots made from biodegradable materials
specifically coconut coir as an alternative to plastic, since there is limited advertisement available here in
the Philippines. The researchers want to determine what specific advertising strategy is effective to
promote coconut coir pots for consumers: visual, auditory, or both.

DeWick (1935) found that the auditory presentation of advertising material is superior to the visual
presentation as tested by a recall of items and trade names following delays ranging from five days to
five months. On the other hand, the findings of the empirical study made by Wang, A. & Muehling, D.
(2010) show that audio-visual cues improve the brand association and purchase intentions versus visual-
only. In such cases, it may be assumed that there is a significant difference between the three
advertising strategies.