Interactive Online Advertising: Its Effectiveness to the

Senior High School Students of Sto. Nino Academy

This chapter presents the “Interactive Online Advertising: Its Effectiveness to the Senior
High School Students of Sto. Nino Academy” wherein it studies the effectiveness of online
advertising in the students.

Introduction

Advertising dates back to ancient times. Evidence has been found that ancient Egyptians
wrote on papyrus for posters and notices thousands of years ago. The records of marketing and
marketing may be traced lower back to historic civilizations. Primarily based on newspapers and
magazines, it became a major force in the capitalist economy in the mid-19th century. The 20th
century saw rapid growth in advertising with new technologies such as direct mail, radio,
television, the Internet, and mobile devices. With this new technology, people can promote
everything from businesses to public elections to local theater productions.

According to Prasoon Joshi and Burt Manning (N.D), advertising is a form of paid, non-
personal communication about goods or concepts made through the media by a known sponsor,
in an effort to educate, persuade, or influence the behavior of the target audience. Advertising
targets a big audience rather than a single person. It is non-personal because of this. Advertising
is the spread of ideas or products. It might explain the features of the new smart phone or iPod to
us or highlight the importance of getting a cancer checkup. An NGO or advertising firm that is
making a donation request is a recognized sponsor. Newspapers, magazines, radio, and television
are examples of mass media channels that broadcast the message that is being advertised.

According to the Story of Advertising by James Playsted Wood (2012), the first known
written ad in the history of advertising was found by archeologists in the ruins of Thebes, known
to the ancient Egyptians as Waset. It was the papyrus created in 3000 BC on behalf of a
slaveholder who was trying to find one of his slaves. The first newspaper advertisement was
published in 1704 in the United States. Then in the early 1800s, billboards came into existence
and brands began to leverage them to express their value propositions. It allowed people to
spread the word and spread the message. Stores and businesses in the city were able to create and
design advertisements for these newspapers, making "mass marketing" relevant for the first time.

In this generation, technology is a significant characteristic in many people's lives.

Before, advertisements came only on tv, radio, and newspaper (Ankita, 2014). Since our
environment is changing and technology is evolving, particularly during the pandemic, our
advertising world is more informative and accessible using social media. The influence of social
media and the internet is part of our daily lives. Print advertising is becoming less popular and
fewer and fewer people read newspapers and magazines, but there will always be a place for
print advertising in the world of marketing. Then comes digital, the latest form of big
advertising. Digital refers to the world of advertising, primarily when it comes to marketing
using digital devices over the internet. Digital's history of his marketing dates back to his 80's
when people spammed his users the internet for information, or the first clickable ads on his
website in the global network his navigator. It can be argued that it dates back to 1993 when it
was displayed. But the world of online advertising started to change with Hotwired. Hotwired
was an online-based web magazine that came up with the idea of earning extra income by
placing advertisements on the website. They called them "banner ads" and the term is still used
today.

Over time, the Internet has become more accessible, coding has become more
sophisticated, and advertising has become commonplace. Furthermore, Interactive advertising
creates a two-way conversation between the brand and the customer. Advertising allows
businesses to identify themselves and emphasize their unique selling qualities. , television,
magazine and newspaper advertisements continue to be among the most trusted forms of paid
advertising for consumers in Southeast Asia.

The reach of online advertising has become wider, especially since many people use
gadgets. Online advertising has advantages for consumers because it saves more time. It also
shows how good the quality of the product is. Still, despite this there is a risk associated with
online advertising for consumers because the meeting and interaction of a businessman and
consumer is limited, so this is where the so-called “Scam” comes in. These online advertisements
can occasionally be false, resulting in customer property loss or even personal danger. In order to
draw clients and boost sales (Cheng,2019)

Due to the continued high level of rivalry in business, entrepreneurs must be more
innovative than their counterparts. Nowadays, online advertising has become popular and has
served as a communication tool during the pandemic. Whether they believe it or not, consumers
base their decisions on the information they receive from online advertisements. There are
numerous problems or issues with online advertisements. Reaching the correct targeted
consumers, fierce competition, and a lack of creative standards can all lead to criticism of the
effectiveness. Advertisers have the option to target visitors who have already seen or engaged
with their creative with ads. It may lead to dissatisfaction if the targeted consumers dislike it, in
comparison to direct marketing, this strategy could be more successful for brand advertising.

As advertising is one of the common ways to promote a business or to market, people

who are starting their own businesses are increasingly using online advertising to spread the
word about their opening. Many people are persuaded to try the products depicted in the online
advertisement. As a result, the company's business that uses online advertising is growing.

In addition, the purpose of having advertising in a company is to attract customers,

promote their products properly, raise awareness about the business opening, and boost the
company’s income. Hence, it has a positive effect on both the economy and business itself. This
is due to the fact that advertising creates more jobs than other industries, which allows them to
explore or choose more jobs that will suit them.

Before, advertising had a traditional marketing wherein it was not online and could be
seen in print, radio, direct mail, telephone, and outdoor advertising like billboards, are all
included in this. This strategy of marketing helps reach specific audiences, whether through radio
or newspapers. However, as time goes by, our society is changing as well as our way of
marketing. It is upgrading and improving rather than changing. Therefore, online advertising is
born.

People are more likely to stay at home in this time of pandemic, due to the high cases of
COVID-19, wherein the government - implemented strict protocols. It is highly challenging to
predict the pandemic's long-term implications at this point in the outbreak. But as the COVID-19
cases are going down many people still prefer buying through online rather than malls.
Consumers who shop online may be influenced by a range of internet resources, including
emails, product reviews, and advertisements, before making a purchase.

This study aims to know the Effectiveness of Online advertising to the Senior High
School Students of Sto. Nino Academy. Wherein it can tell the different types of risks, benefits,
advantages and disadvantages of interactive online advertising to the young consumers.

Statement of the Problem

Researching and investigating the Effectiveness of Interactive Online Advertising to the Senior
highschool students of Sto. Nino Academy. The following research questions will be used to
guide the research in answering the main objectives of the study:

Furthermore, this seeks to answer the following specific questions:

1. How is the profile of the respondents described in terms of:

1.1 Age;

1.2 Sex;

1.3 Grade Level;

2. What are the effects of the online advertisement to the Students?

3. How does online advertising benefit the participants in terms of:

3.1 Product satisfactions

3.2 Marketing Service

4. Is it easier to use online in terms of advertising?

Conceptual Framework

The Conceptual Framework illustrates the underlying factors to be considered in the

study. The researchers used the system approach (input-process-output) as they aimed to identify
the level of effectiveness of online advertisements for senior high school students. The first step
taken by the researchers is to look for participants and relevant variables for their study. The goal
of the second step of this investigation is to gather information about the study that will help the
researchers create a survey that will produce reliable results. Lastly, the researchers want to show
how online advertisements affect senior high school students on Sto. Nino Academy.

PROCESS
OUTPUT
INPUT
 1. How is the profile of
the respondents described
1. Data
in terms of: collection
using surveys of
A conclusion and
1.1 Age;
questionnaires
our discovery on
1.2 Sex;
2. how
Data Interactive
analysis and
interpretation 1.3 Grade
Online Advertising
Level;
3. Evaluating
2. What shows the of
Its
are the effects
effectiveness
Effectiveness
the ofto the
online advertisement
advertisements
to the Students? in
Senior High School
light of2.1the varied
Advantages
perspectivesofofSto.
Students
Nino2.2Academy
Disadvantages
respondents.
3. How does online
4. Determining
advertising an
benefit the
outcome or result
participants?
using the data
4. Is it more convenient
gathered.
to use online in terms of
advertising?

SCOPE AND DELIMITATIONS

The main focus of this research study is to explain the effects of online advertising to the
Senior High School. This study aims to focus on senior high school students of Sto. Niño
Academy of Bamban Inc. in the academic year 2022-2023. This study will be limited to the (60)
chosen participants who will be asked to complete a survey. This research is only limited in
finding out the Effectiveness of Interactive Online Advertising to the students senior high school
of Sto. Niño Academy of Bamban Inc.

Definition of Terms
Advertising. A type of audio or visual marketing communication in which an openly sponsored,
non-personal message is used to promote or sell a product, service, or idea. Advertisement
sponsors are frequently businesses that want to promote their products or services.
Banner Ads. Creative rectangular advertisements that appear at the top, side, or bottom of a
website in hopes of driving traffic to the advertiser's own site, grabbing attention, and taking into
account the brand as a whole. . This type of banner-style visual online advertising is a form of
display advertising.
Consumer. Means an individual who obtains financial products or services from a financial
institution and uses them primarily for personal, family or household purposes, and whose legal
representative.
Covid-19. It is an illness caused by a novel coronavirus called severe acute respiratory syndrome
coronavirus 2 (SARS-CoV-2; formerly called 2019-nCoV). (Medscape 2021)
Digital. something (such as a device) characterized or operated by digital technology relating to,
or utilizing devices constructed or working by the methods or principles of electronics
Entrepreneurs. A person who organizes and operates one or more companies, thereby taking
above average financial risk.
Interactive. mutually or reciprocally active. influencing or having an effect on each other.
Local Advertiser. Local advertising is used in geomarketing to optimize ad serving. This
platform applies to customers based on their location. A purchase or service decision is
influenced by local marketing.
Marketing. is the set of activities, institutions and processes for creating, communicating,
delivering and exchanging offers of value to customers, clients, partners and society at large.
Mass Marketing. Mass marketing (or undifferentiated marketing) is a business marketing
approach aimed at targeting the widest possible customer base, including the entire available
market.
Print Advertising. Advertisements in printed form in publications (newspapers, magazines,
periodicals) that are likely to be read by the intended audience. Pros: Buying ads in high-
circulation magazines increases your chances of reaching a wider audience.
Satisfaction. Fulfilling one's own wishes, expectations, needs, or the resulting pleasure.
Scam. Fraudulent Plans; Fraud.
Significance of the Study

This study is significant and would be beneficial to the following:

To the Students. The results of the study will give the students a background on what they will

and can learn about the effects of online advertising, which will be beneficial to them about the

benefits and drawbacks while choosing to purchase.

To the Entrepreneurs. The study will be beneficial to the entrepreneurs, they will have a better

understanding and knowledge in creating their product advertisement. They will comprehend the

factors that influence consumers' purchasing decisions when it comes to online advertising.

To the Society. The result of this study will benefit the society, they will have a better grasp on

what are the effects of advertising. Given how much of an impact business has had on the

economy.

To the Teachers. The results of the study will give teachers awareness on the effectiveness of

online advertising in the younger generation, and the knowledge provided by the researchers will

serve as a manual for them to know the advantages and disadvantages of online advertising.

To the Future Researchers. The future researchers will benefit from the study because this will
serve as their source and guide for future studies.
 Review of Related Literature

In recent years, the internet has become one of the primary marketing communication
platforms, and online advertising is now a permanent fixture in the advertising campaigns of
both large and small businesses. The primary purpose of this article is to give model forms of
online advertising effectiveness and to analyze online advertising effectiveness. (Rzemieniak,
2015)

The status of online advertising joining today has changed significantly, because of the
Internet and related technological breakthroughs. The Internet uprising has caused an effort to
coordinate electronic advertising and traditional showcasing in order to develop the ideal
methods. On such a website, banner advertisements can be seen as a rectangle standard and
online (Mehta et al. 2010). Advertising plays a significant part in promoting the sale of most
consumer goods, which the Philippines is a brand- conscious market. Leading advertising
agencies in the country are associated with international agencies.

Throughout the years, Philippines advertising has gone beyond the traditional media
outfits (social media, radio, television and print). Electronic billboards, web advertising, mass
transit or public transport advertising, special events and product launches, direct marketing,
social media promotion are now being used by the Local advertisers. The Internet is proving a
great channel for marketers to create business through newsgroups, chat rooms and blogs about
products ranging from clothes to music (Neetu and Kaul, 2010).

According to the Philippine Association of National Advertisers' Traditional or Digital

(2015) study, TV is the most preferred medium, but consumers value the convenience that digital
access points and platforms provide. According to the study, the results of Nielsen's TV
Audience Measurement in the last two years of television viewership remain strong, with
Filipino viewers tuning in to their TV sets 33 hours per week, while watching videos online
among Filipinos who use the internet increased from 13% to 76%.

Filipino consumers' trust in traditional advertising remains high, while the credibility of
online advertising has improved in recent years — trends that are shared by other Southeast
Asian countries. Consumers in Southeast Asia placed the most trust in word-of-mouth
endorsements, with the Philippines leading the way (up 3 percentage points from 2007 to 89%,
five points higher than the global average of 84%), followed by Malaysia (up 8 points to 86%),
Singapore (up seven points to 85%), and Indonesia (down four points to 85%) Nielsen (N.D)

According to Babe Romualdez in his article about the "Power of Social Media", he stated
that, "In the Philippines, studies show that over 80 percent of Filipinos are actively engaged in
social media and are among the world's top uploaders of photos and videos - earning for us the
reputation as the social networking capital of the world. Fortunately, more and more Filipino
Netizens now use their Facebook time not just to post selfies but to exchange views and opinions
with fellow Netizens on hot button issues via FB groups such as Get Real Philippines for
example where debates can get very heated. But the good part however, is that the online
exchange of information will not result in physical confrontation among people with dissenting
opinions."
 A very interesting topic is how consumption and roles have changed in society.
Advertising's impact on people's beliefs, values, and behaviors has been studied in sociology.
The attitude toward and impressions of communication are connected to the emotive component.
Investigated are the affective responses and emotional acceptance of that kind of marketing. It is
possible to discern consumers' disseminated opinions and their emotive attitude regarding the
images being offered. The behavioral component talks about modifications in consumer behavior
that can be seen in their intents and actions, which are tracked by sales and market share(CJ
Ulep,2017)

Advertising no doubt improves the economies of developed and developing countries. It

stimulates demand for the product, increases production, and generates employment in the
economy. However, the role of advertising has often been a subject of much debate in society.
Advertising may be useful to the consumers considering that dissemination of information is
necessary when a buyer has to make a choice from various products and services. The opposite
view is based on the contention that consumers are duped by misleading advertising and hence
advertising should be curtailed or at least strictly regulated. In an effort to persuade customers,
an advertiser may not, be completely truthful or unbiased in the message (Costa Juao, 2013)

Online advertisement is more appealing to consumers, because it employs a variety of

channels to promote products, including numerous websites, social media, pop-up ads, and more
(Ankita, 2014).The way the world views advertising is changing with the passage of time.
Because online advertisements are mostly visual and feature-focused, customers' sentiments of
satisfaction are linked to advertising.

A study of Kumar, V., Raman, R., Meenakshi, R., (2021) entitled “Online Advertising
Strategies to Effectively Market a Business School” states that advertising has long been a key
component of raising awareness of educational institutions. Due to the major change from offline
to online advertising, digital marketing is now the most popular strategy. Flexibility and
convenience are extremely important in today's world; thus, institutions of higher learning must
change their strategies and adopt new formats. Higher education institutions can go above and
beyond in communicating with their potential students with the aid of digital advertising in order
to remain relevant and gain a competitive advantage.
 The internet is so widely utilized nowadays and plays a crucial role in the transmission of
messages over the internet (Bibhas and Chouhan, 2012). How well a company's goods or
services live up to consumer expectations is measured by customer satisfaction. It's one of the
most significant predictors of consumer loyalty and purchasing intentions. As a result, it aids in
predicting business revenue and growth (Szyndlar, 2022) Consumer behavior and attitude
directly influence consumer buying patterns. The behavior of each individual is the result of
many factors coming together.The first thing which influences the consumer behavior and shapes
it is his culture. Culture builds the strong perceptions of the products in the minds of the
customers, there are several national and international brands which people recognize and have
strong perception in their minds. Because of their culture, way of life, and environment, these
perceptions are constrained in their minds. Additionally, commercials play a significant impact
in influencing customer behavior. (Lanteri, 2020)

The development of interactive advertising emphasizes the consumer's participation in

deciding the impacts and efficacy of advertising while contradicting long-held beliefs about how
advertising works. The consumer's active engagement in determining the implications of
advertising has significant consequences on how advertising effects and effectiveness are
assessed and how various measurements are perceived. (Pavlou and Stewart, 2013).

Advertising is a paid form of non-personal advertising presentation and promotion of

ideas, products and services by a specific sponsor. Its main goal is to provide a message to a
specific group of people or target market to guide you through the buying process.
Advertisements act as a tool to achieve one or a combination (a) inform the customer that:
Sponsoring Organizations and their Products; (b) Convince that the product is worth buying; or
(c) Simply Products and their needs in the near future. Advertise using multiple media each has
advantages and disadvantages. Major Media types include (1) television, (2) digital, mobile, and
social media, (3) newspapers, (4) direct mail, (5) magazines, (6) radio, (7) outdoor (Kotler &
Armstrong, 2018). The interaction between advertising and sales, well documented and
appearing in existing literature, exists in companies of all sizes, industrial sector. Advertisement
Company reputation, but it can also be a detrimental competitor. Two industries show this
Advertising spend has a positive long-term impact: Company Market Cap and Negative Market
Cap Influencing Similar Size Competitors. Can be used to take advantage of small business
status that allows higher wins Distribution and brand building by corporate brand activity
(Agostini et al., 2015). Small businesses in general or big companies can profit from advertising
and compete strategically in the market.

As determined by Deanna and Fritz, (2011), they stated that because the internet is now
available to people all over the world, customers are no longer restricted to the store's immediate
vicinity. Anyone, at any time, can visit the store without difficulty. The customer can choose
products and purchase them without having to physically visit the store. Internet advertisements
can be both successful and bothersome; which may be able to reduce the effectiveness of internet
adverts (Magdalena and Rettie, 2013). Online advertising is one of the most fundamental forms
of advertising. Advertiser’s websites are hyperlinked with web advertisements. The users may
click on the advertisement and shift to another website that contains all the relevant useful
information (Asama, Jaafri, Raja &Shahzad, 2013).

Companies and organizations utilize online advertising to market their products and
services. The reason for this is because internet advertising can catch the opportunity to reach
their consumers via various online platforms to increase awareness for their products, which will
lead to future sales. Since it also provides for 24 hour contact between the advertiser and the
consumer, the Internet has increased in popularity as an advertising medium. As more people use
the internet to make purchases, it is critical for local companies to consider internet advertising.
(Nizam, Jaafar, and Supaat, 2018)

Internet advertising promotes products and services by using interactive and colorful
catalogs. Audience with current and available facts. It also enables users to make both domestic
and international calls purchases (Tavor, 2011). Given that information dissemination is
important when a buyer must choose between multiple products and services, advertising may be
beneficial to consumers. The argument behind the opposing viewpoint is that consumers are
tricked by deceptive advertising, hence advertising should be restricted or at the very least
closely regulated. It's possible for an advertisement to distort the truth or their message in order
to influence consumers (Bishnoi and Sharma, 2010).

Advertising plays an important role in informing and persuading customers to purchase

goods and services. As Wienclaw (2014) points out, advertising is one of the integrated
marketing communication processes that combine and integrate multiple marketing information
such as advertisements, direct responses, promotions and publications. The purpose of
advertising is to maximize the effectiveness of marketing campaigns used by businesses through
television, radio broadcasts, newspapers, magazines, direct mail, billboards or catalogs.
Additionally, advertising is limited to providing information, benefits and influencing customers.
It aims to create a positive attitude towards the product, encourage purchase, and remind the user
of the existence of a particular product (Hoffman, 2019).

Online advertising may be deceptive if it fails to disclose the full cost of an offer, fails to
highlight unexpected terms and conditions, or leads consumers into negative options or
subscription traps that make it difficult to cancel. Furthermore, in the context of online
advertising, reference pricing, drip pricing, and bait pricing are all potentially harmful practices.
Misleading advertising in the form of reference pricing has been a problem online, with
consumer authorities in many jurisdictions pursuing enforcement action against this type of
behavior (OECD, 2018[57])

There is mounting evidence that marketing to students is harmful. Recent trends in

advertising and marketing have had a negative impact on nearly every aspect of students' lives.
Advertising has been linked to increased violence, obesity, and eating disorders in children, as
well as family stress and negative values, according to research. Students are particularly
susceptible to persuasive messages. Ranna, 2010 stated in his study that among the media, the
impact of television. The most effective advertisements on social behavior, including purchasing
behavior, were on television. The appeal, instantaneous transmission capability, and satellite
channels have undoubtedly influenced people's lifestyles. They are more likely to purchase a
product advertised in the media, regardless of its price.

According to Hanif and Asgher (2018), Advertising now largely reflects this advertising
is done over the internet, Email, YouTube, Facebook, Instagram, Daraz.com and other ad-
supported websites (Hanif and Asgher, 2018). According to them, online advertising is one of
today's most important marketing tools. Most organizations don't think so, but gaining market
share without ads is nothing. They stated that the current style of market research modernized
due to upgrade impact communication technology for advertising elements value added to the
buyer's purchasing decision (Hanif et al., 2018a).

At the identical time, Li and Lo (2014) and Coursaris, Osch, and Balogh (2016) found
that the time viewers spend viewing ads increases brand and product awareness and makes your
message more effective. Ad effectiveness can be defined as the extent to which an ad creates a
certain desired effect. Given the volume of advertising, measuring the impact of advertising is a
very important investment required in advertising.

In the technological era, customers are prioritizing the digital consumption environment.
An understanding of a particular product/service by its brand name has become an important
criterion for increasing the worth of products and services in consumers' eyes. Tourism and
hospitality industry has created high dependence of the homestay segment on online booking
portals, which demands significant brand awareness among consumers to increase market share
(Shen et al., 2018)

The growing trend of Internet-based advertising has made many companies resort to the
use of the Internet as a means to control over the promotion materials. This trend has also made
it more convenient for consumers; online advertising is an important factor in explaining
purchase decisions. In today's society, customers rely heavily on the Internet as a primary source
for their information needs, so they are likely to consider online advertisements when making
purchasing decisions. (Nizam, 2018)

A study of Anbumalar S., Vignesh C., Dharani V.S., Abarna M., (2019) entitled
“Effectiveness of Online Advertising in India” asserts that with the development of the Internet,
the business market expanded more customized, and many people began to purchase their items
online that might facilitate and speed up their job. An additional benefit of online advertising is
that it provides the product a creative dimension and distinctive qualities. This greatly advances
internet commerce and accomplishes the marketer's primary objective. Viewers of online
advertising are not constrained because it is available around the clock. In order to compete with
international marketing, marketers can lower transaction costs by dealing with the online market
because it can contribute to the company's earnings and is also extremely secure.
 Wireless devices, including smartphones and tablets among others, are used to display all
marketing activity. Among others, Google Apps, Apple Apps, and Galaxy Apps are the top
advertising companies. Google continues to get the most revenue from mobile marketing
(Ovijidus, 2018). The advertisement could be a static or rich display. The effectiveness of mobile
Apps advert rests mainly on its capacity to show a clear message about the organization's
products and services. With the increase in mobile users throughout the world, mobile
advertisements have become one of the unstoppable advertising platforms.

Facebook is the second-largest advertiser globally after Google, making social media one
of the most widely used platforms for advertising (Ovijidus, 2018). Pawar (2014) noted that
social media marketing involves promoting a company's goods and services on social media.
Organizations can spend money on sponsored social media ads or just constantly updating their
social media handles to encourage customer involvement. Social media marketing offers
businesses a special chance to contact their target audience for the lowest possible cost (Kotler &
Keller, 2016). According to the author, social media has gone through various stages of
development over the past few years, and it is anticipated that its growth will eventually
stabilize.

The rise in Internet usage has given businesses a platform to draw in and keep clients.
Many firms employ online advertising strategies, but there is some controversy about their
efficacy. (Bohdan and Gabi, 2014). Disadvantages cannot be avoided in advertisements, as these
inconveniences can somehow affect the students, and the effects of these inconveniences will
eventually show.

According to G. Anusha (2016) Today's advertising has advanced significantly. Every

day, new media are being investigated in an effort to create effective advertising campaigns. The
internet, which has gained popularity as a medium for advertising recently, quickly rose to the
top of the advertiser's list. Online advertising, often known as internet advertising, uses the
internet to send consumers marketing and promotional messages. It encompasses mobile
advertising, display advertising (including web banner advertising), social media marketing,
email marketing, search engine marketing, and other forms of online marketing.
 As stated by Magdalena (2015), In modern entrepreneurship, quick and trouble-free
access to information is a highly exceptional good. One of the primary marketing communication
platforms in recent years has been the internet, and both large and small businesses use online
advertising constantly in their advertising campaigns. It has been hypothesized that increased
online advertising effectiveness encourages more entrepreneurial behavior among users of the
medium.

Advertising has been one of the most crucial marketing factors for both real-world
applications and academic research, and it is widely acknowledged to increase the firm's market
share (Ataman, van Heerde, and Mela 2010). However, given the current state of the market, the
effects of advertising might be more complex. As an illustration, using advanced selling
techniques, advertising today might boost sales today, but it might or might not be profitable in
the long run.

As the Technology field has expanded quickly, many businesses have begun to use the
internet as their main platform for advertising in order to benefit from online technology. As
online marketers discovered that the Internet offers greater convenience and control over the
advertising space, it has become more widely used. Utilizing cutting-edge Internet features,
online advertising has emerged as the main source platform for the promotion of new items. (S.
Anbumalar, C. Vignesh, V.S. Dharani, M. Abarna, 2019)

Through online advertising, marketers may promote their companies beyond their local
markets to a global audience. They can simply connect with their audience through the Internet,
thus they don't need to fly to anyplace to grow their business. Ads can be posted to the targeted
set of clients who are about to purchase such things through online advertising. In today's
competitive world, online advertising has grown simpler and faster than traditional advertising.
The audience may be reached through online advertising in a far shorter amount of time than
they can by traditional advertising, which requires more time-consuming methods. (S.
Anbumalar, C. Vignesh, V.S. Dharani, M. Abarna, 2019)

Despite the views and attitude they have already formed, advertising continues to
influence adults, but especially among young consumers who do not yet have a basic knowledge
of the products available on the market. The existence of the family is a prerequisite for the
functioning of the social structure of society (Vyhrystyuk et al., 2018). The family's role within
the home is one of the most effective tools for controlling the impact of advertising on children,
determining how literate the family is as a user of the media.

CHAPTER 3

METHODOLOGY

This section presents an overview of methodology employed in the study. The discussion in this
chapter is structured through its research design, research instrument, population,sampling
method, procedure ethical, and Statistical Treatment.

Research Design

The researchers will use Descriptive Design as the primary tool for this study. Thus, a

researcher first collects and analyzes the quantitative data. According to (McCombes, 2019),

Descriptive research aims to accurately and systematically describe a population, circumstance,

or phenomenon. It can answer the questions of what, where, when, and how, but not why.

Through this Research Design, this study aims to gather information from surveys to know and

identify the Effectiveness of Interactive Online Advertising to Senior High School students of

Sto. Niño Academy of Bamban Inc. A.Y. 2022-2023. The researchers also employed the

quantitative research method to develop a suitable formulation of the acquired statistical,

mathematical, or numerical data from the survey and questionnaires.

Research Instrument

To conduct a research, and get its purpose, essence, importance and scope, the

researchers will use survey questionnaires. The questionnaires will be distributed through printed

papers and will be distributed during face to face classes to the specific group of respondents,

senior high school students of Sto. Nino Academy. For participation, the students will be

answering the given printed questionnaires during their free time. The result of the survey

provides the data and information that will lead us to a conclusion and a successful research

study. The researchers will be able to discover all of the data gathered from the chosen

respondents using these survey questionnaires. This will provide the researcher with a lot of

information or data with which they will be able to defend the study. Using SPSS software, the

Cronbach's alpha reliability test is .766, which is the result of continuing to conduct the study.

The questionnaires will be distributed via printed forms that will be given to a specific group of

respondents, senior high school students. For participation, the students will be answering the

given questionnaires. The result of the survey provides the data and information that will lead us

to a conclusion and a successful research study. Using these survey questionnaires, the

researchers will be able to discover all the data gathered from the chosen respondents. This will
provide a lot of information or data for the researcher to be able to defend the study. The

questionnaire will become an efficient data gathering tool. Furthermore, the researchers will be

assured that they will be treated equitably and that their replies will be reviewed, and we will

then put an end to the current situation where the understudies are, so we can observe the

influence of advertisement in purchasing things online.

Population

Population is referring to individuals or objects that are the focus of the study. To form

this study, the selected students are from the Senior High School Department of Sto. Niño

Academy of Bamban Inc. A.Y. 2022-2023 in this study that consists of 321 students. Their

response is a big help to every part of our quantitative research. Their answers will be helpful to

accomplish our study.

STRAND/SECTION POPULATION

ABM 11 30

HUMSS 11 32

STEM A 11 36

STEM B 11 36

STEM C 11 35

ABM 12 30
 HUMSS 12 23

STEM A 12 50

STEM B 12 49

TOTAL 321

Sampling method

Once the overall number of Senior High School Department of Sto. Nino Academy has

been established. Researchers decided to utilize the sampling technique known as simple random

sampling, a method of sampling that can be used in conducting a survey. According to (Lauren

Thomas, 2022) A simple random sample is a randomly selected subset of the population. With

this sampling method, all members of the population have exactly the same chance of being

selected. This method is the simplest of all probabilistic sampling methods because there is only

one random sample and little prior knowledge of the population is required. Because this is

randomization, studies performed on this sample should have high internal and external validity.

As a result, it guarantees that the sample was selected fairly and represents a representative

sample of the population. The statistical inferences made from the sample analysis will be

accurate as a result. Respondents from every academic strand and grade level were chosen at

random by the researchers. Sto. Nino Academy’s senior high school students were split by grade

level and supplied the shared characteristics via face-to-face learning platform. The fish bowl

method was then used to create a list of names of participants who would respond to survey

questions as the study went on.

 GRADE LEVEL TOTAL POPULATION

GRADE 11 32

GRADE 12 28

TOTAL 60

Procedure

The researchers conducted their investigation using Quantitative Research Design and

researched all feasible reputable and correct sources of data from which they acquired efficient

and essential information. The data was gathered from the response of the selected subjects, who

are Senior high school students at Sto. Nino Academy, Inc. The data was acquired through a

written interview in which the researchers created the questions and had them evaluated by

authorities.

Ethical Consideration

In order to further the quest for knowledge, the discovery of the truth, and the correction
of errors, researchers must adhere to ethical norms. Researchers have a responsibility to behave
honestly and ethically in the course of their research. Before conducting the survey and
distributing the questionnaires, the researchers will first get approval from each academic
coordinator through a letter of approval. Researchers need to ensure that participants understand
the risks and benefits if they choose to participate in the study, as well as implementing
appropriate designs and data management practices that will respect participants' rights.
 The participants will get to know the objectives of the study. The participants have the
right to know the essence of the study and why they are chosen to participate in the study. As
part of the research study, participants will receive a consent letter. Participants will be asked
questions that are relevant to them and answering them is entirely optional; the researchers will
not force anybody into participating. They are allowed to respond in whatever way they choose.
They may choose whether or not to respond. It was assured to participants that their anonymity
would be maintained throughout the study.

Data Analysis

The researchers used printed questionnaires and manually analyzed the data from

acquired survey questionnaires from different respondents in order to obtain the percentage

distribution for the demographic profile, as well as the mean score for each statement.

Data Analysis

The researchers used Microsoft Excel and Google Forms to analyze data from acquired

survey questionnaires from different respondents in order to obtain the percentage distribution

for the demographic profile, as well as the mean score for each statement.

The scales below were used as a pointing system corresponding to each response.

1 – Strongly Disagree

2 – Disagree

3 – Neutral

4 – Agree

5 – Strongly Agree
 1 – Never

2 – Rarely

3 – Sometimes

4 – Often

5 – Always

The following scales served as a guide in interpreting the resulting mean scores:

Mean Value Verbal Interpretation

4.5 – 5.0 Always / Strongly Agree

3.5 – 4.49 Often / Agree

2.5 – 3.49 Sometimes / Neutral

1.5 – 2.49 Rarely / Disagree

1 – 1.49 Never / Strongly Disagree

CHAPTER 4
Results and Discussion

Pie Graph 1.0 Gender Distribution among Senior High School Students

Pie Graph 2.0 Age Distribution among Senior High School Students
 Pie Graph 3.0 Grade Level Distribution among Senior High School Students

Statements Never Rarely Sometime Often Always Mean V.I.

s
2 12 33 8 5 3.03 sometimes
1. Do you watch / read
advertisements?

0 4 29 22 5 3.47 sometimes
2. Do you find Online advertising
effective?
0 4 11 12 33 4.23 Often
3. Do you think advertisements are
important?
1 3 4 11 41 4.47 often
4. Are you aware of Online
Advertisement?

0 1 8 8 43 4.55 always
 5. Are you aware that
advertisements are not just only on
social media but also on TV, radio,
and magazines?
2 17 27 8 6 2.98 sometimes
6. Do you prefer consuming
products bought through the social
networking sites than in malls?

3 26 24 7 0 2.58 sometimes
7. How often do you make your
purchase after seeing an
advertisement?
1 12 26 13 8 3.25 sometimes
8. Do advertising media helps you
to buy a product?
2 18 32 20 1 2.78 sometimes
9. Do you think ads are the same
quality when you purchase it?

0 6 33 20 1 3.26 sometimes
10. Do you think advertisements
provides with information you
needed?
References:
Advertising Causes And Effects. (2016, Sep 12). Retrieved from
https://studymoose.com/advertising-causes-and-effects-essay

IMPACT OF ONLINE-ADVERTISING ON CONSUMERS.

https://www.academia.edu/38448044/
THE_EFFECTIVENESS_OF_ADVERTISING_MEDIA_IN_SAN_VICENTE_SAN_PEDRO_
LAGUNA

Interactive Online Advertising: The Effectiveness of

Marketing Strategy towards Customers Purchase Decision

https://www.researchgate.net/publication/
323362184_Interactive_Online_Advertising_The_Effectiveness_of_Marketing_Strategy_toward
s_Customers_Purchase_Decision

Vincent P. Norris (1984) The Economic Effects of Advertising: A Review of the

Literature, Current Issues and Research in Advertising, 7:2, 39-134, DOI:
10.1080/01633392.1984.10505366

Chudzian, J. (2014). Impact of advertising on behavior of consumers of low and high level of
consumption of dairy products. Acta Scientiarum Polonorum. Oeconomia

The potential harm of current online advertising model to society

https://blogs.oregonstate.edu/az111/2019/11/09/the-potential-harm-of-current-online-advertising-
model-to-society/

Digitalization in Economy and Innovation: The Effect on Social and Economic Processes
https://www.researchgate.net/publication/
335015720_Digitalization_in_Economy_and_Innovation_The_Effect_on_Social_and_Economic
_Processes

INFLUENCE OF WEB ADVERTISING ON CONSUMER BEHAVIOR IN MAIDUGURI

METROPOLIS, NIGERIA
http://ajssh.leena-luna.co.jp/AJSSHPDFs/Vol.2(2)/AJSSH2013(2.2-58).pdf

Advertising effectiveness: how to measure ad success

https://blog.gwi.com/marketing/advertising-effectiveness/
An Analysis on Impact of Advertisement on Buying Behaviour of Consumers on Two Wheeler
Industry in Prakasam District, Andhra Pradesh

http://www.ijlera.com/papers/v2-i11/15.201711562.pdf

https://www.tandfonline.com/doi/full/10.1080/00913367.2017.1339368

Online Behavioral Advertising: A Literature Review and Research Agenda

Measuring the Effects and Effectiveness of Interactive Advertising

https://www.tandfonline.com/doi/abs/10.1080/15252019.2000.10722044

Measuring the Effectiveness of Online Advertising Campaigns in the Aspect of e-

entrepreneurship

https://www.sciencedirect.com/science/article/pii/S1877050915028938

ONLINE ADVERTISING DEVELOPMENT AND THEIR ECONOMIC EFFECTIVENESS

http://www.ajbmr.com/articlepdf/AJBMR_16_15_1.pdf

https://www.tintup.com/blog/history-evolution-advertising-marketing/

The History and Evolution of Advertising BY JOSE ANGELO GALLEGOS JUNE 29, 2016

https://www.dlsu.edu.ph/wp-content/uploads/2020/08/6manala.pdf

Effect of Advertising Expenditure on Firm Performance of Filipino Corporations: A Two-Stage

Least Squares Analysis

https://ijosmas.org/index.php/ijosmas/article/view/160/127

Impact of Advertisements on the Buying Behavior of Rural Consumers in Laur, Nueva Ecija,
Philippines

https://www.frontiersin.org/articles/10.3389/fpsyg.2022.919656/ful
Impact of Online Advertisement on Customer Satisfaction with the mediating effect of Brand
Knowledge

https://www.sipotra.it/wp-content/uploads/2019/03/ONLINE-ADVERTISING-TRENDS-
BENEFITS-AND-RISKS-FOR-CONSUMERS.pdf

MarketingSherpa (2016), MarketingSherpa Customer Satisfaction Research Survey,

MarketingSherpa, https://marketingsherpa.com/freestuff/customer-first-study (accessed on 08
January 2018).

https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-digital-marketing

G. Anusha, “EFFECTIVENESS OF ONLINE ADVERTISING” International Journal of

Research – Granthaalayah, Vol. 4, No. 3: SE (2016): 14-21.
https://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772

https://scholarworks.rit.edu/cgi/viewcontent.cgi?
referer=&httpsredir=1&article=10612&context=theses

Effectiveness of Y eness of YouTube Adv ube Advertising: A Study of A tising: A Study of

Audience Analysis

https://shodhganga.inflibnet.ac.in/bitstream/10603/12643/13/13_annexure.pdf

https://shodhganga.inflibnet.ac.in/handle/10603/12643

https://www.economicsdiscussion.net/advertising/definitions-of-advertising/31793?

fbclid=IwAR0eR89xLjjOrzhKYX_FgzSA7Q8gRn7_cGIcXtLLSYVoUWVh-5UX1sVVPoc

Simple Random Sampling | Definition, Steps & Examples Published by Lauren Thomas on July

6, 2022. https://www.scribbr.com/methodology/simple-random-sampling/#:~:text=Published

%20on%20August%2028%2C%202020,equal%20chance%20of%20being%20selected.