University of the East

Basic Education Department

College of Arts and Sciences
105 Samson Road, Caloocan City, Philippines

A Comparative Study between Flyers and Facebook Advertisement as

an Effective Promotional Medium on Grade 12 ABM Students in
University of the East-Caloocan

In partial fulfillment of the requirements in

Research in Daily Life II
S.Y. 2019-2020

Submitted By:
Alejandro, Karen Marie
Amancio, Bea
Bandico, Shyllah Mae
Buan, Angeline Nicole
Cajegas, Angelica
Franco, Phoebekate
Vicente, Kean Neo

Ms. Rosileen P. Lorenzo, RN, LPT

Research Teacher

1
 TABLE OF CONTENTS

I. Introduction ---------------------------------------------------------------------------- 3
II. Background of the Study ------------------------------------------------------------ 4
III. Statement of the Problem ---------------------------------------------------------- 7
IV. Hypothesis --------------------------------------------------------------------------- 8
V. Scope and Delimitation --------------------------------------------------------------9
VI. Benefits and Beneficiaries/Significance of the Study --------------------------10
VII. Definition of Terms ----------------------------------------------------------------11
VIII. Related Literatures and Studies -------------------------------------------------12
IX. Theoretical Framework ------------------------------------------------------------19
X. Conceptual Framework -------------------------------------------------------------21
XI. Research Methodology ------------------------------------------------------------23
XII. Research Locale -------------------------------------------------------------------23
XIII. Types of Data/Sources of Data -------------------------------------------------24
XIV. Research Design -----------------------------------------------------------------24
XV. Population and Samples/Sampling Technique --------------------------------24
XVI. Research Instrument -------------------------------------------------------------25
XVII. Data Gathering Procedure -----------------------------------------------------25
XVIII. Data Analysis -------------------------------------------------------------------26
XIX. Presentation, Analysis and Interpretation of Data --------------------------28
XX. Summary of Findings ------------------------------------------------------------
XXI. Conclusions ----------------------------------------------------------------------
XXII. Recommendations -------------------------------------------------------------

CHAPTER I

2
Introduction

Businesses need to come up with a tremendous business idea. They need to gain

customers and profit and build trust and loyalty to them. In order to achieve that, you must

learn on how to market your business. Marketing is the way towards getting your business in

the market and known by the individuals who need or want your products and services.

Advertising is a marketing communication that gives an immediate line of correspondence to

your current and forthcoming clients about your business. It is a way of communicating to the

customers to purchase your product and spread information about your business. It is

considered as a vital and essential element for the economic growth of the marketers and

businesses. There are many ways on how to promote and advertise your product. You can use

printed materials such as flyers, brochures, television, billboard, online, and social media

advertisements. According to the study conducted by Clutch in 2017, about portion of

customers are probably going to buy after seeing print materials (45%), on the websites (43%),

or social media (42%) advertisements. Different ways of advertising affect the purchasing

decision of the customers. The familiarity created by advertisement for a certain brand is also

an important factor that affects consumer buying behaviour. Providing the information about

your product and services will persuade your potential customers. They will look forward for

your product and expect that the business will provide their needs and wants.

This paper will attempt to understand the different promotional strategies of the

businesses and how are they going to promote their products and services to the students. The

researchers want to know if different promotional strategies affect the purchasing decision of

the students since they are one of the most potential customers of every business.

3
Background of the Study

Advertising and promoting your product are very eye-catching. Creativity is

necessary when you make an advertisement because you need to attract people to gain

customers. You will see colourful images, signages and emojis in the material. You will be

convinced by those informations that you are seeing everywhere. Advertising encourages a

business to earn profits by empowering the potential customers to know about their products

and services. On the other hand, if the business will not advertise their product, it will be never

known by the people. Advertisement also helps the customers to their decisions when they

acquire the products and services. Through the help of advertisement, customers will not have

a hard time making their choices.

According to entrepreneur.com, the 8 roles of advertising is to: (a) make customers

aware of your product or service; (b) convince customers that your company’s product or

service is right for their needs; (c) create a desire for your product or service; (d) enhance the

image of the company; (e) announce new products or services; (f) reinforce salespeople’s

messages; (g) make customer take the next step; (h) draw customers on your business. A well-

structured advertising guaranteed a long-haul achievement, acquire more customers and

productivity for organizations. Once a business advertises about its products and services, it is

able to run in a competitive environment.

At this current time, advertising is very popular. You can see it wherever you are.

Even when you are walking in the streets with your friends, going home after school classes,

looking for a fabulous dress in the mall, you will see billboard and posters of different

products. Sometimes, you will be surprised as a stranger approach you and give you a piece of

4
paper which contains a newly innovate cellphone. Decades ago before the America was

colonized, they place notice boards outside houses to sell wines and give free samples.

Numerous businesses utilized print materials to spread about their services,

products, and offerings (Moore, 2017). Brochures and flyers are the common strategy to

promote their business because of its portability, quick distillation of information, and eye-

catching quality when printed in color. Flyers are without a doubt one of the most resourceful,

effective and cost-effective marketing tool. Most of us think that traditional marketing is

almost dead but that is not true. With these simple structured, lightweight and low-cost

materials, you will be able to effectively attract your potential customers (Adarmymin, 2019).

Sending your business products and services will help the customers to known your business

and patronize your products and services.

On the other hand, the mass adoption of technology and internet has affected

marketing over the last three decades. Social media websites such as Facebook, Twitter,

Instagram and Google+ offer companies a way to promote products and services in a more

relaxed environment. This is direct marketing at its best. Social networks connect with a world

of potential customers that can see your company from a distinctive point of view. Millennials

are generally affected by what they see on Instagram and Facebook. That is why most

marketers focus a huge portion of their social media-marketing efforts on attempting to offer to

them. According to Clutch (2017), Americans are evident to up to 10,000 advertisement

everyday because of the quickly developing with the expansion of publicizing channels and

new innovation of technology. In South Korea, more than 80 mega-LED screens are operating

and seen through day in and day out, everyday (export.org, 2019).

5
 Businesses began to build their own websites to promote their products and

services. In less than a minute, the information about your products are going to spread in a

large portion of population. It will be easier for the businesses to spread awareness. Since the

goal of advertising is to reach many people as possible at a lower cost, business owners tend to

use social media because it is way cheaper than any traditional advertising

(lyfemarketing.com). For example is using Facebook as advertisement, signing up and creating

your business page is free and in return, your income and sales will increase without spending

a lot of money. Social media has earned immense fame as it highly impact the channel of

communication in the contemporary generation. Students alongside, are one of the major user

of social media. It became part of their daily lives because this is how they communicate to

their society and environment. A study by Shandana Zafar revealed that young consumers in

Pakistan shows positive behavior towards ads shown in social media. This study concluded

that to target young consumers social media can be used as an effective medium of advertising.

Business take this as an advantage and use social media to promote their products. Some are

still using the traditional way.

Students in University of the East-Caloocan are one of the target customers of the

businesses. University of the East-Caloocan are being surrounded by a lot of businesses, small

and big businesses. Students are getting a flyers when they exit the school, some of it contains

the brand new open fast-food, sales promotion of their favourite ice cream parlour and many

more. Businesses target market are students because they are more inclined when it comes to

the new trend. When something is new to their ears, they did not think twice of buying it.

Having a thousand of students studying there, really catch the eye of the business owners to

6
build their own business that is near to the said campus. In order to get the attention of the

students, they should come up with a great idea of having a promotional strategy.

Statement of the Problem

General problem

This paper aims to know which promotional strategies between Flyers and

Facebook advertisement are more effective on Grade 12 ABM students.

Specifically, this study would like to answer the following questions:

1. What percentage does Flyer advertisement have as a promotional strategy?

2. What percentage does Facebook advertisement have as a promotional strategy?

3. What are the different characteristics of a platform advertisement for the students to

choose it, based on the following:

a) Creativity

b) Efficiency

c) Recognition

d) Relevance

e) Attractiveness

Hypothesis

The result of this study will indicate two hypotheses if which is more effective

between Flyers and Facebook advertisement as a promotional strategy based on students

prospective.

7
 Null Hypothesis 1: There is no significant effect in students choosing flyers than

Facebook as an advertising platform.

Null Hypothesis 2: There is no significant effect in students choosing Facebook

than flyers as an advertising platform.

Alternative Hypothesis: There is a high percentage that students will choose either

flyers or Facebook as an effective platform.

Scope and Delimitation

The scope of our study includes a scope section that explains the student's

prospective when it comes to the business's promotional strategies. The scope of study tells the

readers which promotional strategies are effective to the student's purchasing decision. The

study is conducted by ABM 12-2 students in University of the East-Caloocan. Wherein, the

researchers can also benefit from the study as it is related to researcher’s academic track. This

study is delimited to Grade 12 ABM with an age of 17-19 years old only, both female and male

students, the other age below and above are not included in the said study. There are 100

students to be given a survey questionnaires. The study is delimited to 10 sections both A.M

and P.M class, and in every section, 10 students will be given a chance to participate. The

constraints of the study are not all tracks are included because only Grade 12 ABM students

are focus on this research. The study is bound to ABM students only because the researchers

are also ABM students and with that it will not be hard to conduct a study. It will help them to

their future businesses. It will also help them to utilize a promotional strategy when they build

and start they business. They know what promotional strategy to use in order to gain customers

and profit. It also limits the method wherein researchers can only conduct a survey to generate

8
it into a numerical data. The time needed to conduct the study is also limited because the

researchers are only given enough time to perform the study. Researchers are limited to use a

comparative design and method for it is about comparing the different promotional strategies.

The study is conducted in University of the East-Caloocan because the researchers are easily to

get information and data and it is also the researcher’s school. The study is being conducted

during the third week of November in the year of 2019.

Significance of the Study

The findings of this study will redound to the benefits of the following:

To the business owners, this study will help them to know which of promotional

strategies are more effective to the purchasing decisions of the students. It will also help them

to know which platform they are going to use in order to gain customers and increase their

sales.

To the future business owners, the result of this study will help them to easily

and effectively promote their business. It will be easy for them to think of the possible way to

get the attention of their potential customers because of this study.

To the students, this study will help them to know the different promotional

strategies of the business.

To the community, this study will help them to gain knowledge about the different

platforms of the business owners and help the businesses by purchasing their product.

To the future researchers, this will serve as their guide and basis if ever instances

of conducting the same research occur.

9
Definition of Terms

Flyers- these are full page advertising prints which are given away to get people to notice your

brand.

Social media - refers to websites and applications that are designed to allow people to share

content quickly, efficiently, and in real-time.

Social media marketing -is a way for businesses to reach prospects and customers that

customers are already interacting with brands through social media platforms like Facebook,

Twitter, Instagram.

Promotion- is an attempt by marketers to inform, persuade, or remind consumers to influence

their opinion or elicit a response.

Students- someone who is learning at a school, or in any teaching environment.

Entrepreneurs- one who organizes, manages, and assumes the risks of a business or

enterprise.

Business - is defined as an organization or enterprising entity engaged in commercial,

industrial, or professional activities.

Effective- something that is effective works well and produces the results that were intended.

Strategy - a long-range plan for achieving something or reaching a goal, or the skill of making

such plans.

Platform - platform is a foundation or base that someone has built that provides an opportunity

for them to air their views publicly.

10
 CHAPTER II

REVIEW OF RELATED LITERATURE

The literature and studies cited in this chapter tackle the different concept,

understanding, and ideas, generalization or conclusions and different development related to

study of which promotional strategies between flyers and social media platforms are more

effective in students which serves as the researchers guide in developing the project. Those that

were also included in this chapter helps in familiarizing information that are relevant and

similar to the present study.

Foreign Literature

According to Konovalova in 2019, promotional marketing is designed to spread

knowledge about a brand, product, or service to a wide audience with the aim of increasing

brand awareness and sales. Its purpose is to inspire a potential customer to take action. And

Promotional marketing is part of the famous marketing mix that refers to a group of tactics that

a company chooses to take a product or service to market.

As studied by Muse, H. (2019), social media are uses of all businesses to promote

their product and also to grow their brand. Also said that Social media is a place where we can

own our brand and promote it. Facebook, Twitter, Linkedln, and Google+ are the common

social media that are uses by the owner.

As stated by Shiram, M. (2017), Digital Marketing are more preferred by the

business over the Traditional Marketing. Here's the reason why: its low cost, real time result,

brand development, and a lot of people are using social media today. Whenever they go, they

always use social media and sometimes when you use it there is an advertisement that the

11
businesses can put their product. So, a lot of people were able to see what they want to offer to

the consumer.

According to Pusztai, H. (2019), there a lot of Do's and Don'ts to promote in Social

Media. Using social media to promote your business is different than using your personal

Facebook account to share pictures of your kids on the first day of school. It requires finesse,

and a thorough understanding of what your customers are looking for. There are countless

ways to use social media to connect with your audience; some better than others.

Digitalization is taking over the entire world. Thanks to social media, people have

started gaining recognition as well as making money on it. There was a time when social media

was considered as a medium for chatting, but all that has changed. Also, its uses to promote or

sell something to the consumer due to the convince that the internet has to offer to the

consumer. (Hindustan Times, 2019)

Local Literature

The Philippines is very conscious about brand market. The significant role in

promoting the sales of consumer goods is the advertising. Most of the successful advertising

agencies in the country are just affiliated with other country's agencies.

In the Philippines has evolve beyond traditional media like news, tv and radio to

new media like social media. Now a days, the most effective marketing strategies is the social

media platform because of its convenient and easily to use not like the traditional the use of

flyers it is more complicated to do in advertising the product or business. Advertising help the

product to be known in the community and to have sales. Most of the business liked to use

social media to promote their product to earn sales easily (Castelo, 2019).

12
 As stated by Beza in 2017, flyers act the traditional promotion as a first impression,

flyers which is something that known that can’t get wrong unlike the social media there's a lot

of false information. As with any promotional tool, there is no guarantee of success. But it is

very easy to measure your business ability with flyers by adding special codes and reference

points helping you to curb costs and make changes if you’re not enjoying a great reaction. Slim

down the chances of having your flyer ignored by considering the attractiveness and

informative.

According to Reyes, R. (2017), digital advertising will keep on developing in the

Philippines in the coming a very long time as an ever increasing number of Filipinos will

utilize the portable stage in their correspondence needs. Gabby Roxas, the country marketing

manager for Google Philippines said that “There is growth absolutely in terms of people using

digital platforms to advertise for consumers. It also goes along with more and more people

going to digital platforms as a means to spend their time.”

According to Gonzales, G. (2019), .Filipinos spend most time online, on social

media worldwide. We Are Social and Hootsuite discharged their yearly advanced report, which

gives a worldwide review of the quantity of online clients, web-based social networking

clients, the measure of time individuals spend on the web, and the most well known social

applications we use.Of these 3.48 billion clients, 3.26 billion of them utilize web based life on

cell phones, developing by 10% from the previous year.

The Philippines tops internet based life use again this year, checking in at 4 hours

and 12 minutes, the fourth consecutive year it has done as such. The measure of time expanded

from a years ago 3 hours and 57 minutes. The worldwide normal this year is at 2 hours and 16

minutes. For cell phone web-based social networking use, 67% of online Filipinos get to

13
internet based life on their telephone, keeping web-based social networking as a persuasive

power. The worldwide normal is 42%.

According to Osorio, B.R. (2017), social media continues to dominate, but content

marketing, influencer marketing, and sponsored content are on the rise .Brands see online

networking—both paid and natural—as the best advanced channel for showcasing, because of

the high number of dynamic clients, the gigantic measure of time clients spend utilizing the

channel, and cost productivity. Web based life in the Philippines are utilized for looking and

buying items or administrations by about 33% of the populace, with Facebook as the need

medium. 

Foreign Study

As stated by Nazeer, J. (2017), impact of social media advertisements on university

students of Lahore. The research aims to find out the attitude and behaviour of students at the

university of lahore about the social media advertisement. Researchers selected age group

around 18 to 25 years old, and for the gender researcher has selected male and female

respondents. The findings of the study shows that the revelation of users to social media

advertisement leads to behaviour change. The results also show that male students are more

affected to social media advertisement than female students.

According to Fotis, J. (2015), the use of Social Media and its impacts on consumer

behaviour: the context of Holiday Travel. Social media has been significant to consumer

nowadays. It has a huge impact on decision making of consumer. This study aims to know the

impact and use of social media on consumer behaviour during holiday travel to meet this aim

they gather the perspectives of insiders on how consumers use social media throughout their

14
holiday travel as well as the impact of it to the consumer behaviour. It shows that consumer

used social media during their travel. This study has four contributions to knowledge, first

proposing exchange information for consumer behaviour theory. Second, the theory of

technology fluidity it is design as a characteristic of the sets of the behaviours in relation with

the use of specific technology. Third, identifying six functional spaces involve active user’s

specific behaviour. Fourth, proposing social media model allowing travel process as a

framework for understanding the use and impact of social media through the holiday travel

process.

The study of Marie Kit having the title of The effectives of social media marketing

to business owners. She said that the power of the internet makes it easier for business owners

to access with public and communicate with their customers online. Online marketing has

become important to small businesses. Online marketing can spread information to costumers.

Direct marketing is the most expensive way of promoting company’s product and services and

time consuming but can be considered as effective.

The influence of social media in promoting the tourism industry in Durban, South

Africa. Social Media has a significant effect on promoting tourism. The aim of this study is to

know the influence of social media in promoting business activities in Durban, South Africa.

The study use quantitative research method specifically the non-probability sampling

techniques in recruiting participants. The researcher has gathered a 90% response rate as 272

questionnaires out of 300. The results show that the social media has a significant effect in

promoting tourism in Durban. It also shows that social media is more effective than mass

media because of its ability to influence a larger number of people, the ability to deliver rich

15
information, and the minimal effort required from individuals to make influence attempts

(Madondo,2016)

According to Hajli, M. (2013), a study of the impact of social media on consumers.

Consumers use social media to network with other people. The study also shows the

advantages of social media to be gain from the business. The data from the model validated by

SEM-PLS that demonstrate the role of social media in the development of e-commerce into

social commerce show how the social media organize the social interaction of consumers. The

results also show significant effect that consumers has gained trust and intended to buy the

products.

Local Study

A study conducted by Ordinario, C. (2015). The results of the survey 80% of the

consumers in the Philippines still patronized newspaper articles and 75% Filipino consumers

still trust the ads that they watched on TV. Survey results also show that other ads that resonate

well with Filipinos are either health-themed (57%), value-oriented (50%) and humorous (42%).

According to The Nielsen Global Survey of Trust in Advertising 60% of 10 million are using

internet.

According to Bimbo. (January 2016), flyer marketing is still more effective than

the online marketing. The 45% of the Filipinos are active online, it means that less than half are

not using social media. A flyer can touch and see in real while the online marketing beside it is

expensive it is also complicated, theres many things to organize before you air your ads on

social media.

16
 Filipino Consumers' Decision-Making Model in Social Commerce. The social

activities on social media takes the advantage by the entrepreneurs to expand their businesses

and to attract the consumers. The importance of promoting products in social media was

expand through out the Philippines thats why many of the Filipino consumers are purchasing

their products with the use of social media. The study surveys 125 respondents, the results is

positive. The sharing of products on social media will influence those consumers to purchase a

product. (Catedrilla, 2017)

According to Gero, I. (January 2018), before the consumers buy or trust a product,

81% of them are using internet wherein they research about the products or services that they

will going to use or purchase. The digital marketing expand in the early 2000s with tablets and

smartphones. That’s why most of the people are focusing their attention in buying or

purchasing products in social media. Some of the companies are now using social media as

their promotional strategy. Digital marketing help those companies in increasing their sales.

According to Arceo, P. et al. (2018), social media platforms and others have a big

contribute to visit a restaurant or dine in. Social media not only give contributes to the

consumers but also to the businesses because of its advantages. Social media contributes to

many untapped type of research such as the area of consumer behaviour, social media.

17
 DECISION THEORY

EFFECTIVENESS OF
PROMOTIONAL
STRATEGIES

SOCIAL MEDIA SHIFTING LOYALTIES

THEORY THEORY
Theoretical Framework

Figure 1.1 Theoretical Framework

Theoretical framework figure 1.1 shows the relationship the different theories in

terms of its effectiveness in promotional strategies.

According to Cook, J. (2015), Social Media Theory states that social media is a

powerful tool that can be used in a variety of ways. It is not only focus on how and why

different people uses social media. It also focuses on the business side where in most of the

entrepreneurs can use different kinds of social media as their platform in promoting their

products. Since most of the people now are using social media, entrepreneurs taking advantage

of it. Social media plays a very important role in overall marketing strategy of a particular

business. That is why social media plays a very important role in the side of business. In social

media theory, the combination of social media, brand, and audience is very important because

entrepreneurs will not gain customers if one of those is nothing. Social media accounts like

Facebook, Twitter, Instagram, and YouTube are one of the famous and effective platforms in

promoting a particular product.

18
 Shifting Loyalty Theory is mirror changing loyalty. They not only create brand

loyalty but they also create a path for the customer to shift their loyalties to new brand in the

market. From different eras’ and generations it has a lot of changes. Most of the idea and

message of ads was found to encompass the anti-authoritarian. It was been planned and

distributed by huge companies persuading the capital interest. It is a changing on consumer

loyalty from their current loyalties to a new brand in the market. Example of this theory is the

loyal customers of Colgate, although until now Colgate is the most popular toothpaste brand,

but some of the consumers now change their decision in purchasing Colgate after they watched

the ads of Close-Up in social media, television, newspaper and others. This theory simply

means that advertisements means a lot because through advertisements it can change the mind

of consumers in purchasing a product (studiousguy.com)

According to Steele in 2015, the Decision theory is concerned with the reasoning

underlying an someone’s choices, even if it is a monotonous choice between taking the bus or

getting a taxi. This theory is an area of research founded in economics as well as in philosophy.

It seeks to explain how human exercise their freedoms or in other words, how human make

decisions. As stated by Kirsten Lyons in 2018, the Decision Theory covers a lot of ground and

most of that falls under the marketers. One of the job of marketers is to make a right decisions

– to invest in us and buy what they're selling. Sometimes the marketers put themselves into the

shoes of their customers. They just helping them to decide wisely. That is where decision

theory comes in. Knowing what’s going on in your customer's head while they are deciding to

choose you or your competition will help you develop a marketing strategy that works for your

specific customers.

19
 The frameworks stated above will be used to analyse the different promotional

strategies of the businesses and its effectiveness to the Grade 12 ABM students in University of

the East – Caloocan. This will also have a contribution in the creation of questionnaire. The

conclusion will be based and will be analysed with the help of the said theories and framework.

Conceptual Framework

INPUT PROCESS OUTPUT

1. Prepare the survey

questionnaires.
A. Profile of the

respondents: 2. Selection of samples using

1. To identify the
simple random sampling.
1. Grade 12 ABM students
effectiveness of Flyers
3. Distribute the survey
B. Variables and Facebook
questionnaires.
1. Effectiveness of Flyer Advertisement to the
4. Collecte all the data.
Advertisement Grade 12 ABM

5. Analyse and interpret the students.

2. Effectiveness of
data using statistical
Facebook Advertisement
treatment.
C. Location will be in
6. Summarization of the
University of the East-
findings.
Caloocan.

7.Formulation of conclusion

and recommendations.

Figure 1.2 Conceptual Framework

20
 The Figure 1.1 shows the actions required in the course of the study; the researchers used

a conceptual framework that includes the input, process, and output approach. The framework

begins with the input where the profile of the respondents which is the Grade 12 ABM

students. The variables in study are also being introduced. It includes the (1) effectiveness of

flyer advertisement; (2) effectiveness of Facebook advertisement. Next is the location which

will be held at University of the East-Caloocan. After the identification of the input, process is

essential for the researchers to come up with the output. The process includes the: (1) prepare

the survey questionnaires; (2) selection of samples using simple random sampling (3) distribute

the survey questionnaires to the respondents; (4) collect all the data of your respondents based

from their answers; (4) analyse and interpret the data using statistical treatment; (5) construct

the summary of findings; (6) formulation of conclusion and recommendations of the study.

When the process is properly carried out, the researchers will come up with the output. The

output includes the: (1) to identify the effectiveness of Flyers and Facebook Advertisement to

the Grade 12 ABM students. This approach will be followed accordingly in order to gather

data and have the result.

21
 CHAPTER III
RESEARCH METHODOLOGY
This chapter presents and discusses the research locale where the study is

conducted, the types of data or the source of data used, the research design utilized in this

study, the population and samples or the sampling technique, the research instruments, the data

gathering procedure and lastly, the data analysis.

Research Locale

This study was conducted at the University of the East-Caloocan, where the

researcher and the chosen respondents which the ABM students are studying. It is located

at 105 Samson Road, Barangay 80, Caloocan City.

Types of Data/Sources of Data

The

study

uses two

types of

data;

the primary

and

secondary data. Primary data are first-hand sources that are collected by the researchers using

surveys, interviews, or experiments. The answers given by the respondents are primary data.

22
The data gathered from the ABM Grade 12 students are considered as a primary data.

Secondary data refers to data that is collected by someone other than the researchers. That can

be seen in journals, articles, dictionaries, textbooks and studies that are both foreign and local

articles.

Research Design

For the purposes of this research, the researchers decided to use a survey research

design. The researchers used quantitative research survey design because it is a reliable and

quick method to gather information from multiple respondents in an efficient and timely

manner. The data that will be having in this design is a primary data, with that it has a high

percentage that the data that will be collected is relevant and accurate. The use of survey

questionnaires greatly helps the researchers to gather data from a large sample size of

respondents. The survey questionnaires will be given to the respondents during their free time.

It also allows the respondents to answer the questions with all their honesty because they will

be given enough time to answer it.

Population and Samples/Sampling Technique

The data gathered in Grade 12 ABM Students in University of the East – Caloocan

will be used in the research. The sampling technique used by the researchers is Simple Random

Sampling. The study will have a respondent of 100 Grade 12 ABM students in University of

the East-Caloocan. Students ages between 17 to 19 years old, both female and male. The

respondents are also both A.M and P.M classes. For every section, there are ten (10) students

that are assigned to answer the questionnaires. The respondents will be equally given a chance

to participate in the study. The questionnaires will be given through their free time in order to

23
avoid any mistakes when answering. Survey questionnaires were used to gather data from the

respondents.

Research Instruments

The research instrument built by the researchers was a researcher-made survey.

The draft of the questionnaire was based out on researcher’s related and relevant previous

studies, professional literature, published and unpublished thesis significant to the study and

the researcher’s readings. Researchers carefully think of a good question that is related to the

study and may help them to find out what is more effective in promoting a product between

using a flyers and social media platform. The study needs good information to prove that the

promotional strategy that they’ve chosen is the most effective in promoting a product and it

should be relevant to the study. The researchers encouraged the open-ended questions for

having the respondents to provide feedback in their own words. The respondents provide the

researchers with an opportunity to gain insight on their opinions on the topic they are not

familiar with.

Data Gathering Procedure

The first procedure to gather data is to make a request letter. After the letter has

been approved, the researchers will retrieve the request letter. With that, the researchers may

proceed to the gathering of data using survey questionnaires. The respondents will be the

Grade 12 ABM students of University of the East- Caloocan. The researchers picked 100

respondents in total. They were surveyed, and each questionnaire was randomly distributed to

the said students. They will be given enough time to answer the questionnaires with all

honesty. After gathering the data, the answers got from respondents were evaluated and

24
analysed by the researchers. It will be easily interpreted by the researchers by using tallies and

graphing them to easily understand the result of the answers. The researchers will now proceed

to formulation of the conclusion and recommendations.

Data Analysis

The data collected from the respondents are carefully analysed and evaluated by

the researcher to have a better result. The measure of the central tendency which is the meabn

was used to compute and determine which one between flyers and Facebook advertisement

will have the higher percentage in most effective promotional strategy. Knowing the highest

rate of promotional strategy between flyers and Facebook platform, the researchers will know

what is the most effective strategy. The average weighted mean was used to determine the

level of different promotional strategy and its effectiveness. In addition, frequencies and

percentages for the mean values were computed to provide a quantitative overview. By

analysing the accumulated data, the researchers were able to understand the side opinion of the

students of which flyers and Facebook advertisement is more effective as a promotional

strategies in today's generation and which of them greatly affect their purchasing decision.

The collected data are treated using the following formulation:

A. Slovin’s Formula

The researchers used this random sampling technique formula to calculate and

determine the number of the respondents.

N
n= 2
1+ N e

Whereas:

25
 n is the number of the respondents,

N is the total number of population, and

e is the error or margin of error.

B. Percentage

This will employ to determine the frequency counts and percentage distribution of

personal related variables of the respondents.

F
%= x 100
N

Whereas:

% is the percentage,
F is the frequency,
N is the total number of respondents, and
100 is a constant value.

C. Arithmetic Mean

This will be used to get the central value of the understanding of the respondents
towards choosing which between Flyers and Facebook is more effective as a promotional
strategy of the businesses.

x=
∑x
N

Whereas:

x is the mean,
∑ x is the sum of all the scores, and
N is the number of cases.

D. Average Weighted Mean

26
 This will used to determine the assessment of the respondents with regards to their
personal profiles.

Fx
x=
N

Whereas:

X is the weighted mean,

F is the frequency,
x is the weight of each item, and
N is the number of cases.

CHAPTER 4
ANALYSIS AND INTERPRETATION OF DATA

27
 This chapter presents the analysis and interpretation of the data collected. It also shows

the figures and tables that illustrate the answers of the respondents. This chapter also displays

the statistical tool utilized, its application, and the interpretation based on the computed data.

Part 1: Profile of the Respondents

AGE

6%
12%
16
17
24%
18
19

58%

Figure 4.1 Age

Figure 4.1 presents the percentage of age of the respondents. Twelve respondents were

16 years old (12%), fifty-eight respondents were 17 years old (58%), twenty-four respondents

were 18 years old (24%), and six respondents were 19 years old (6%). This figure shows that

the majority of the respondents were from 16 years old having the 58%.

28
 Figure 4.2 shows the percentage of gender of
GENDER
the respondents. Thirty-five of the

respondents were male (35%) and sixty-five

were female (65%). This figure shows that the

35%
MALE majority of the respondents were female
FEMALE
having sixty-five percent (65%).

65%

Figure 4.2 Gender

Figure 4.3 displays the percentages of

GRADE & SECTION
different section of the respondents. The ten

(10) sections of ABM specifically the ABM

ABM 12-1
ABM 12-2
12-1, ABM 12-2, ABM 12-3, ABM 12-4, ABM 12-3
10% 10%
10% 10% ABM 12-4
ABM 12-5, ABM 12-6, ABM 12-7, ABM 12- ABM 12-5
10% 10% ABM 12-6
8, ABM 12-9, ABM 12-10, have 10 ABM 12-7
ABM 12-8
10% 10% ABM 12-9
respondents in each section. This figure
Question No. 1 10% 10%
ABM 12-10
shows that each section had an equally

distribution of the sample which is 10 23%

respondents (10%) each section with a total of Flyers Advertisement

Figure 4.3
Facebook Grade &
Advertisement Section
100 respondents (100%).

77% 29
 Figure 4.4 Question No.1

Which do you think is the most effective promotional strategy?

A.) Flyers Advertisement
B.) Facebook Advertisement

Figure 4.4 presents that there are total of twenty-three respondents (23%) said that

flyers advertisement is the most effective platform. The other seventy-seven respondents said

that Facebook advertisement is the most effective platform (77%).

Question No.2

19%

Flyers Advertisement
Facebook Advertisement

81%

Figure 4.5 Question No.2

What promotional strategy you see the most?

A.) Flyers Advertisement
B.) Facebook Advertisement

30
 Figure 4.5 depicts that there are fourteen respondents (43%) said that they see flyers

advertisement the most. In addition to that, there are eighty-six respondents (86%) said that

they see Facebook advertisement the most. It shows that Facebook advertisement has a wider

range than flyer advertisement because of its capacity to spread information in just one click.

Question No. 3
1%
9%
37%
Schools
Malls
Street walks
Internet

53%

Figure 4.6 Question No.3

Where do you commonly see flyer platform?

A.) School
B.) Malls
C.) Street walks
D.) Internet

Figure 4.6 have nine respondents (9%) said that they see flyer advertisement in schools,

fifty-three respondents (53%) said that they commonly seen flyer advertisement in malls,

thirty-seven respondents (37%) said it on street walks, one respondent said that she/he see

flyers on internet. The majority of the respondents said that malls are the location of different

flyer advertisement. Malls have many products where in entrepreneurs can promote their

products and services. In addition, there are a lot of people and potential customers.

31
 Question No. 4

5% 9%
26%
Twitter
Facebook
Instagram
Youtube
Google
44%

16%

Figure 4.7 Question No.4

Where do you commonly see online advertisement?

A.) Twitter
B.) Facebook
C.) Instagram
D.) Youtube
E.) Google

Figure 4.7 reveals that there are nine respondents (9%) that said they see online

advertisement in Twitter, fourth-fourespondents (44%) said that Facebook is where online

advertisement is happening, sixteen respondents (16%) said that they commonly seen online

advertisement in Instagram, YouTube on the other hand have twenty-six respondents (26%), in

addition, there are five members who responded to Google as a location for online

advertisement (5%). The majority of this result is from Facebook which has 2.5 billion users

(Clement, 2020).

32
 Question No. 5

15%

Flyers Advertisement
Facebook Advertisement

85%

Figure 4.8 Question No.5

Which promotional strategy greatly affect your purchasing

decision?
A.) Flyers Advertisement
B.) Facebook Advertisement

Figure 4.8 it can be gleaned from the data that there are fifteen respondents (15%) who

said flyer advertisement greatly affect their purchasing decision. Eighty-five respondents

(85%) said that Facebook advertisement affect them the most.

Question No. 6

12%

Flyers Advertisement
Facebook Advertisement

88%

Figure 4.9 Question No.6

33
 Which of the promotional strategies attracts you the most?
A.) Flyers Advertisement
B.) Facebook Advertisement

Figure 4.9 there are twelve respondents (12%) who said that flyer advertisement attracts

them. This figure revealed that there are eighty-eight respondents (88%) who said that

Facebook advertisement attracts them the most.

Part 2: Characteristics of an Effective Advertisement

Creativity

23%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

77%

SA A N D SD MEAN VERBAL
DESCRIPTION

77 23 0 0 0 Strongly Agree

Figure 4.10 Creativity

Table 4.1 Tally for Creativity

34
 Figure shows the result in creativity where 77 respondents chose strongly agree (77%)

and 23 respondents chose agree (23%), while neutral, disagree and strongly disagree is 0% as

no one chose it.

SA A N D SD MEAN VERBAL
DESCRIPTION

60 30 10 0 0 Strongly Agree

Recognition

10%
Strongly Agree
Agree
Neutral
30%
Disagree
Strongly Disagree
60%

Figure 4.11 Recognition

Table 4.2 Tally for Recognition

Figure shows the result in recognition where 60 respondents chose strongly agree

(60%), 30 respondents chose agree (30%) and 10 respondents chose neutral (10%), while

disagree and strongly disagree is 0% as no one chose it.

35
 Efficiency

4% 1%
26% Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

69%

Figure 4.12 Efficiency

Table 4.3 Tally for Efficiency

SA A N D SD MEAN VERBAL
DESCRIPTION

69 26 4 1 0 Strongly Agree

Figure shows the result in efficiency where 69 respondents chose strongly agree (69%),

26 respondents chose agree (26%) and 4 respondents chose neutral (4%), while disagree and

strongly disagree is 0% as no one chose it.

Relevance
3% 1%
26%
Strongly Agree
Agree
Nuetral
Disagree
Strongly Disagree

70%

SA A N D
Figure 4.13SD
RelevanceMEAN VERBAL

36
 DESCRIPTION

68 30 2 0 0 Strongly Agree

Figure shows the result in relevance where 70 respondents chose strongly agree (70%),
Table 4.4 Tally for Relevance
26 respondents chose agree (26%), 3 respondents chose neutral (3%) and 1 respondent chose

disagree (1%), while strongly disagree is 0% as no one chose it.

Attractiveness

2%
30%
Strongly Agree
Agree
Nuetral
Disagree
Strongly Disagree

68%

SA A N Figure
D 4.14 Attractiveness
SD MEAN VERBAL
DESCRIPTION

70 26 3 1 0 Strongly Agree

Figure shows the result in recognition where 68 respondents chose strongly agree
(68%), 30 respondents chose agree (30%) and 2 respondents chose neutral (2%), while
disagree and strongly disagree is 0% as no one close it.

37
Table 4.5 Tally for Attractiveness
Null Hypothesis

Null Hypothesis 1: There is no significant effect in students choosing flyers than

Facebook as an advertising platform.

There is no significant effect in Students choosing Flyers than Facebook

Advertisement, as our today’s generation specifically students are more inclined to technology.

Students these days does not see the relevance of the flyers. Based on the distributed

questionnaires, students are not attracted anymore to Flyers. They are more attracted to Social

Media specifically Facebook because it offers different features where they can communicate

and ask personal questions to the business owners through mobile phones.

Null Hypothesis 2: There is no significant effect in students choosing Facebook

than flyers as an advertising platform.

There is a significant effect in Students choosing Facebook than Flyer

Advertisement. Based on the distributed questionnaires, students find Facebook as more

effective than Flyers because it will be easier for them to know if the products are newly

innovate, and since Social Media are open for a feedback and reviews of the current customers

it will be easier for the students what product they should buy. Facebook advertisement greatly

affect the purchasing decision of Students because they think that Facebook gives more

recognition to the product of the business and it is efficient since Facebook can reach many

people

38