STI COLLEGE OF CALAMBA

BUSINESS RESEARCH

The Effectiveness of STI College's Marketing Advertisement in Promoting a

Strand for Senior High School Grade 11 Culinary Students at STI College
Calamba.

SUBMITTED BY:

MENDDOZA, KATRINA

PATRIMONIO, MARNILA

GO, REINIEL ALLEN

SIBUG, FIERRE HARVHEY

SUBMITTED TO:

MS MARISSA FE LUCIDO

SEPTEMBER 29, 2023

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CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

1.1 INTRODUCTION
Advertising plays a significant role in enhancing the decision-making of students.
Making decisions is the most prevalent method of making judgements by seeing the
visuals of advertisements, obtaining facts on possible arrangements, and concluding the
best other option. The effectiveness of advertisement performance is viewed as reliable
providers, credible resources, and impartial information. Advertising serves as a form of
communication channel where the students increase their visibility, expand their
knowledge, and play with the idea of how to better understand and analyze the
information. Thus, advertisement embodied the student’s creative mind into an influential
tool that shapes productivity and contemplates the interests of the students.
Customers are more likely to believe in and trust a brand that has been around for a
while and has a solid reputation. This confidence enables the company to use its
reputation for advertising. Advertising messages from reputable brands are more likely to
be believed by consumers and to generate positive responses. Customers pay attention to
and interact with the content of an advertisement when they recognize a well-known brand.
Making solid connections with consistent branding improves customer persuasion. The
marketing advertisement depends significantly on its reliable sources to create the idea of
its objectives. Obtaining information from different sources may affect the behavior and
attitude of the consumer towards the advertisement. In addition to that, consumers rely on
whether the sources are credible and fair to provide a positive result. Thus, comparative
advertising is a strategy to persuade consumers, communicate value, indicate its purpose,
and increase competitiveness among its competitors. Sources from different
advertisements show the valuable impact on the consumer, especially to criticize the
content and conceptualize the outcome.
Furthermore, advertising has influenced teenagers in a profound way. The influence of
advertising has affected teenagers in a way they are persistently exposed by means of
television programs, articles in magazines, product endorsement ads, and through the
internet. Although teenagers are excessively exposed, how they perceive, and process

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advertisements ultimately determines how they are influenced. With that said, the
perception towards advertisements can be amalgamated between reality and fantasy,
which evidently has both negative and positive impacts. Moreover, the objective of
advertisements is to increase sales and grow profits. Though advertisers are not
psychologists, they are aware of strategic techniques that will cause teenagers to be
convinced to buy their product. For instance, the method of using product placement and
celebrity endorsement is common, and in spite of this, advertisements tend to be more
memorable namely due to popularity. According to the traditional hierarchy-of-effects
models of advertising state that advertising exposure leads to cognitions, such as memory
about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and
attitude toward purchase; which in the end leads to behaviors, like buying the advertised
product As teenagers are in the stage of exploring their identities, advertisements attribute
to developing intellectual, philosophical, and creative abilities. Chiefly, advertisements
provide a source of learning and conditioning that generates concepts of importance to the
demographic generation. According to Raising Children Network, Teenagers can also pick
up important health promotion messages from the media (Powell, 2015). Particularly, this
includes support and resources that impact positive wellbeing. In that case, teenagers
have the ability to make more positive, informed choices especially relating to lifestyle and
politics. Moreover, advertisements on television and the internet provide social benefits
that reverse the common materialistic tides. The American Academy of Pediatrics explains
the expansion of one 's online connections through shared interests to include others from
more diverse (Schurgin O 'Keeffe, Clarke-Pearson, 2011).
The exponential growth of mobile phone usage has shifted the attention of marketers
toward digital advertising as a tool for targeted communication. However, the increased
usage of digital advertising exposes consumers to excessive amounts of advertisements,
which may trigger their annoyance and raise concerns about overall advertising
effectiveness.
Finally, Influencers on social media have become a powerful and transforming force in
the dynamic world of modern advertising. The collaboration between influences and
advertising is based on the importance of reliability and authenticity. Influencers frequently
portray a more authentic and approachable image than traditional celebrities do, forging a

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relationship of trust with their fans. This trust is a crucial commodity in the world of
marketing since it supports the influencer's ability to effectively promote goods or services.
(Tara Lamont, 2021) (Alemayehu Bakalo, 2023). Advertisers may generate memorable
and engaging content that creates a lasting impression by building narratives that elicit
sentiments of joy, inspiration, empathy, or nostalgia. Students, like many consumers, are
more inclined to respond to and recall ads that elicit an emotional response. Inspiring
students to take action on problems they care about can also be accomplished through
emotional advertising, which acts as a catalyst for social change and awareness.
Campaigns, for instance, that focus on social or environmental issues can encourage
students to adopt more socially and ecologically conscious behaviors. (Anshuman
Sharma,2022) (Paul Inman,2023) (Vikram Kumar,2023)

1.2 RESEARCH QUESTIONS

1.3 SIGNIFICANCE OF THE STUDY

The findings of this study will help the incoming Grade 11 Senior High learners discover
that STI College Calamba offers a culinary strand for Senior high school students by the
use of Marketing Advertisement. This study will be useful and beneficial to various parties,
including:

To the students - STI College Calamba's Senior High Grade 11 Culinary Strand will get
interested as a result of the knowledge they will learn from this study. When people are
aware of this study, it will do a variety of things, like bring potential students, inform people,
expand alumni networks, support on-campus activities, and more.

To the Researchers - Future researchers of this study can utilize this research as a model
and source of information when working on an associated problem or topic. It will assist

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them in strengthening the corpus of comparative effectiveness data that will be valuable to
decision-makers of future students at Senior High School, the culinary strand at STI
College Calamba.

To the teachers - Teachers will benefit and learn from this study by gaining instructions
and references on how to collaborate with students on various social media marketing
advertisement platforms. This research will assist in gathering data for a proposed study.

To the School - the findings of this research will likely serve as a source of information
regarding the effectiveness of using marketing advertisements throughout multiple
platforms as one method of captivating incoming Senior High School students to enroll at
STI College Calamba.

To the Business Industry - Business Industry: Marketing advertisements play an

important role for a business. It will help the business promote their products and services
which can attract and increase customers. It can also be a tool to communicate with your
customers and provide information about your business. Furthermore, it can give a
business firm an advantage over its competitors and increase business creativity and
productivity.

1.4 SCOPE AND LIMITATIONS

The purpose of this study on the "Effectiveness of Marketing Advertisement" is to
determine the significance that marketing advertising plays in promoting information
regarding the existence of schools and encouraging potential students to enroll. The
research study will examine students' decision-making processes during their Grade 11
academic year at STI College Calamba, focusing on marketing advertisements and
promotional campaigns. The study will provide a localized perspective and inform
marketing strategies. Students from STI College (Calamba), Grade 11 Senior High
Culinary Strand will be included as survey respondents for the study's use of sensory

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evaluation procedures, which will be conducted at the school. The findings may be limited
to STI College Calamba but may be applicable to other Senior High strand or schools.

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