CHAPTER 1

INTRODUCTION

Background of the Study

The internet is quickly becoming a recognized communication tool for businesses of

every kind. Individual internet users are quickly edging out of the high income/high education
group and into the more median group. Both a way of measuring advertising effectiveness in
relation to measuring traditional advertising effectiveness and a deeper knowledge of the
language emerging around this medium are needed.

Businesses now advertise their products differently thanks to the internet's growth and the
remarkable information flow it has made possible. Today, it can be challenging to browse the
web without coming across online advertising, which frequently takes the shape of text adverts
on search engines and visual display ads on websites (including Pop Ups and Pop Downs).
Without a question, traditional types of advertising like radio, newspapers, and direct mail have
lost market share to online advertising.

The elderly, mothers, fathers, and especially teenagers use technology in daily life, which
is invading or influencing people today. Nowadays, both men and women in business are using
the internet to advertise their goods, particularly Facebook. Consumers no longer automatically
assume that a product must be fantastic because it is shown in a TV commercial and proceed to
purchase it. Instead, they conduct research before making a purchase. They navigate to the
internet and look for resources like customer viewers and side-by-side comparisons.

Researchers are interested in learning what business advertisers think about the various
forms of advertising, including online functioning as well as more traditional forms like flyers,
TV commercials, billboards, and so on. Some may argue that using social media, specifically the
platform most people use on a global scale, Facebook and Tiktok or other social media
platforms, to advertise a product is more effective due to the platform's large user base. Although
it is the quickest and easiest way to complete a purchase, some people may argue that online
advertisements and products are not authentic.

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Review Related Literature

Online Advertising
Starting and growing a business is hard work. The challenges can be huge, and every business
needs new customers. Without digital marketing, marketers and their teams spend too much time
and money identifying potential customers and brands, determining the best way to contact them
through many advertising methods, experimenting with this process and tracking results, waiting
longer, and often just hoping. Best when the project starts. Online advertising simplifies or
reduces many time-consuming and costly steps, creating savings and efficiency for small
businesses. These are the findings of TechnoMetrica's research and the SBE Council's analysis
and predictions in its new report, “The Digital Boost to Startups and Small Businesses: Online
Advertising Delivers BIG Benefits.”
Big savings in times and labors: Companies report that their employees save an average of 10.93
hours per week by using online advertising. Additionally business owners claim that advertising
online saves them a lot of time, saving them an average of 9.28 hours per week that they can
later use for their business. Time is an entrepreneur's most important resource. The more time
you invest in innovating, managing, and growing your business, the greater your opportunities
for growth and success.
Based on their estimates, the survey of small and medium-sized business owners reported that
the estimated total savings in employee and owner hours is $3.1 billion per week, and small
businesses in America save $162.8 billion per year. Yes, these are big savings. These are
important resources that can be reinvested to provide growth opportunities for the company.
Re-Channeling Savings Back Into the Business: the survey finds that small businesses are
directly saving on advertising dollars by using online methods. Seventy-four percent of small
business owners in the survey reported direct advertising cost savings, with 28% of small
businesses saving $1,000 to $5,000 each year and 16% saving under $1,000 on a yearly basis.
Online Advertising is Effective: While most small businesses in the survey use a combination of
online and traditional advertising, such as newspaper ads, mailings, radio, television, and other
methods (71% use a mix and 29% exclusively use online advertising), survey participants
identified several advantages of online advertising over traditional advertising, including finding
new customers who result in new sales (89%), being able to target their intended customer base
more effectively (88%), and identifying new customers who result in new purchases (87%).
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Additionally, compared to only 7% who were not that optimistic, 89% of small business owners
expressed confidence (44% very confident) that their advertising money would produce results
for their company via online advertising.
Policy Considerations: The acts of elected officials and regulators must guarantee that all of
these good behaviors are encouraged in order to promote and maintain a creative culture and
investment that fuels innovation, entrepreneurship, and small company success. Rules and
regulations that make sense are crucial to achieving this goal. Stability and open frameworks are
always the greatest methods to promote robust economic growth and the innovations that result
from investment, cooperation, and economic freedom. This is true regardless of whether the
issue at hand is trade policy, tax policy, or regulatory policy. Indeed, in order to keep up with the
speed and scope of innovation, rules and laws frequently need to be upgraded and updated.
Given the tremendous benefits to entrepreneurs, the clients they service, and the U.S. economy,
politicians and regulators must ultimately carefully consider - and tread lightly - on proposed
legislation that regulate the new digital ecosystem.
Consumer Pleasure
This article's goal is to clarify how brand awareness mediates how online advertising influences
consumer pleasure. 100 people from the Multan area make up the survey's sample size.
Numerous unstructured interviews are used in this study to gather data. The findings indicate that
online advertising does not significantly affect customer satisfaction. The relationship between
online advertising and consumer satisfaction, however, improves when brand awareness is taken
into account as a metric. Most businesses are now using the new advertising tool known as
online advertising. This article provides a number of brand knowledge improvement approaches
to assist practitioners in making better tool selections for internet promotion. Through, people are
aware of
Digital Marketing Trends
Automation and programmatic advertising
Nearly every aspect of the internet now uses automation, and advertising is no exception.
Advertisers cannot manually sift through the vast amount of consumer data available on the
internet to create profiles of their ideal clients. The analysis and application of that data require
algorithms.

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Automated advertising platforms relieve up advertising departments from having to create and
maintain ongoing advertising campaigns, which saves time and money. Programmatic
advertising, which is the process of delivering adverts based on targeted audiences rather than
dispersing them widely and aimlessly, may be used to describe these.
The automated platforms make bids on ad space based on data, identifying which advertisements
are doing better and increasing offers for those that generate more conversions. You naturally put
a limit on how much the platform can spend on advertising space. You can program these
automated platforms to operate until your desired return on investment (ROI) for your digital
marketing campaign is achieved.
Social media and mobile
72% of adults in the United States used social media in 2021. Selling advertisements on social
media is a no-brainer. Thankfully, popular websites like Facebook and Twitter have strong
advertising networks. Furthermore, according to WordStream, a startling 80% of users connect
with social media on mobile devices, thus businesses must tailor their advertising for that
platform.
Hyperlocal ads can target consumers within a specific area thanks to the usage of geolocation
technology in social media's most effective advertisements.
Another expanding medium for advertising that is grabbing people's attention is video. Neil Patel
asserts that social media video ads receive significantly more interaction than non-video ads.
Mobile users on YouTube are 1.4 times more likely to watch and share advertisements. The use
of subtitles and the lack of sound in a common style of social media video allows for unobtrusive
viewing in public.
It's not only about placing ads on the most popular social networking sites. Advertisers can
participate in the activity if and when these emerging apps become popular by purchasing
advertising space from companies like Nanigans, which sells space on a variety of mobile apps
and games.
Looking to the future of digital advertising
As the internet evolves and new technologies emerge, advertisers must continue to look ahead,
but the originality of each campaign must remain its core component. Even so, persuasive
advertising will make its point. Even the most advanced technologies cannot guarantee a
campaign's success if the advertisements are of poor quality.

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"The internet has allowed good, creative advertising to be more effective, because it's easier than
ever to find and track the target audience for optimal effectiveness," said Bruton. "However, it
won't matter how effectively the audience has been targeted if the advertising is bad."

Statement of the Problem

This study determine the thoughts of business advertisers about the various form of
advertising, whether Facebook and Tiktok or other social media platforms is more potent than
the older conventional means of advertising.

Specifically, it sought to answer the following question:

1.) What is more potent in advertising, online advertisement or the older conventional means of
advertising
2.) How has the prevalence of online advertising changed the landscape of traditional
conventional means of advertising?
3.) How do consumers' attitudes and behaviors towards online advertisements differ from those
towards traditional advertisements?

Scope and Delimitation

The main purpose of the study is to determine the level of awareness of SHS student
consumer whether Social Media is more potent than the conventional means of advertisings.

Significance of the Study

The significance of this study lies in its potential to contribute to a deeper understanding
of how the internet has revolutionized the advertising landscape. It aims to shed light on the shift
from traditional advertising methods to online platforms and the impact this has on businesses
and consumers alike.

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 The result of the study is beneficial to businesses, advertisers, other consumers,
academia, the community, policy makers, and for the future researchers that will be interested in
this topic.

1. For Businesses

This study will provide insights into how businesses can leverage online platforms for
advertising effectively. It will also help businesses understand the changing demographics of
internet users and tailor their advertising strategies accordingly.

2. Advertisers
The study is beneficial to them because if ever they can read this they will know what to use
either it is social media like Facebook of the older conventional ways to advertise which consist
newspapers, TV commercials and etc.
3. For Other Consumers

By studying the level of awareness among SHS students at Notre Dame University about
different advertising mediums, this research will highlight how consumers are adapting to this
digital age. It will also provide insights into consumer behavior, such as their tendency to
research products online before making a purchase.

4. For Academia

This research will add to the existing body of knowledge on internet advertising, providing a
contemporary perspective on its effectiveness compared to traditional methods. It could serve as
a reference for future studies in this field.

5. For the Community

Just like the consumers they can probably identify what they buy according to their purchasing
intention that is influenced by the advertisements in social media or older conventional means.

6. For Policy Makers

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The findings of this study could inform policies related to internet advertising standards and
regulations, ensuring a fair and effective digital marketplace.

7. Future Researchers

This study will be beneficial to them because this can be a references to them for easier work.

By examining these aspects, this study hopes to provide a comprehensive overview of the current
state of internet advertising and its implications for various stakeholders.

Definition of Terms

Advertising. A means of communication with the users of a product or service.

Advertisements are messages paid for those who send them and are intended to inform or
influence people who receive them.

Business. An organization that organized efforts and activities of individuals to

produce and sell goods and services for profit.

Conventional Advertising. Is the main type of advertising that have been done in the
past. This includes newspapers, magazines, radio, TV and billboards.

Social Media Advertising. Is an offshoot of digital marketing where paid ad

campaigns are run on social media platforms to reach target audiences.

Website. A group of World Wide Web pages usually containing hyperlinks to each
other and made available online by an individual, company, educational institution, government,
or organization.

Purchase Intention. Is a situation where consumer tends to buy a certain product in

certain condition. It is usually is related to the behavior, perceptions and attitudes of consumers
on what to buy.

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 CHAPTER II

METHODOLOGY

This chapter presents the research design, locale and settings, participants, and
instrumentation.

RESEARCH DESIGN

In this study the researcher wants to know the thoughts of advertisers if which is more
potent, is it social media advertising or the traditional conventional mean of advertising. This
research design used the comparative method which is used to compare contemporary events.

Thus, the researcher aims to know the difference and the effectivity between two
alternative ways of learning and to determine which method of learning must be given emphasis.

LOCALE AND POPULATION OF THE STUDY

This study is conducted at Cotabato City. A total of 2 advertisers participated in the

study.

PARTICIPANTS

The aim target of the survey questionnaires is the business advertisers.

INSTRUMENTATION

The main tool used in this study was a questionnaire create by the researchers. A set of
questionnaires were given to a two advertisers.

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