FEU Diliman 1

Basic Education Department

Social Media Marketing and Television Commercials Effectivity Among ABM

Students of FEU Diliman

A Research Paper Submitted to the

Faculty of Senior High School, Basic Education Department,

Far Eastern University-Diliman

In Partial Fulfillment

of the Requirements for the Subject

Practical Research 2

Czynnie C. Barnedo

Shem E. Dela Cruz

Maia L. Llorente

Carlo S. Ragasa

Shaina Romanillos

Emmanuel Bersabe

Research Teacher
 FEU Diliman 2
Basic Education Department

APPROVAL SHEET

This thesis entitled “SOCIAL MEDIA AND TELEVISION MARKETING EFFECTIVITY

AMONG ABM STUDENTS IN FEU DILIMAN” prepared and submitted by Lydith Shem

Dela Cruz, Czynnie Barnedo, Marielle Alexa Llorente, Carlo Ragasa, and Shaina Magne

Romanillos has been approved and accept as full fulfillment of the requirement for the subject of

Practical Research 2.

Mr. Emmanuel Bersabe

Research Teacher
FEU Diliman 3
Basic Education Department

DEDICATION

The researchers wholeheartedly dedicate this study

to Our DEAR ALMIGHTY GOD,

for His unconditional guidance and love,

to the respective parent/ guardians of the researchers,

to their adviser,

to their family and friends

for the trust untiring

support

that serves us the foundation of strength and

inspiration to pursue enormous things in life.

Thank you so much!

 FEU Diliman 4
Basic Education Department

TABLE OF CONTENTS

Page

Title Page I

Approval Sheet II

Dedication III

Table of Contents IV

Abstract VII

CHAPTER

I THE PROBLEM AND ITS BACKGROUND

Introduction and Background of the Study 8

Statement of the Problem 9

Guiding Framework 12

Scope and Limitations 15

 FEU Diliman 5
Basic Education Department

Significance of the study 16

Definition of Terms 17

Literature 19

Studies 20

Synthesis 22

II METHODOLOGY OF RESEARCH

Research Design 24

Research Settings 25

Sampling Technique………………………………….……………………… 25

Selection of Co-researchers/Participants 26

Instrument Used……………………………………………………………… 26

Construction of the Instrument ……………………………………………… 27

Treatment of Data 28

III PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

 FEU Diliman 6
Basic Education Department

OR PRESENTATION OF EXPERIENCES AND INSIGHTS

Profile of Respondents…………………………………………………………. 29

(A) Factors gathered for the study….…………………………………………… 33

(B) Factors gathered for the study…………………………………..……….. 38

IV DATA ANALYSES, RESULTS, AND DISCUSSIONS

Results and Discussions………………………………………………………. 48

Data Analysis ….……………………………………………………….…..….. 52

V SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings…………………………………………………………. 54

Conclusions ….……………………………………………………….…..….. 57

Eidetic Insights………………………………………………………………. 58

Symbolism ….……………………………………………………….…..….. 59

Implications………………………….……………………………....………. 60

Recommendations …………………………………………………..……… 61
FEU Diliman 7
Basic Education Department

BIBLIOGRAPHY LX111

APPENDICES LXV1

CURRICULUM VITAE LXXII

 FEU Diliman 8
Basic Education Department

ABSTRACT

This is a quantitative, correlational study which shed light on the greater deal of efficiency

between e-marketing and television commercials. After asking 97 ABM students, results brought

back 97% of the sample says social media is of higher influence and 3% of the sample says

otherwise. The purpose of this research is to aid marketers in their feasibility studies and provide

assistance for the viability of their business which relies on the preference of consumers. Anchored

on Martin Fishbein and Icek Ajzen’s Theory of Reasoned Action stating that, “a consumer behavior

theory that focuses on the relationship between marketing and the preexisting attitudes consumers

bring to their purchasing decisions” the researchers intend to highlight the necessity of having an

effective marketing in business. This study also took into account Abraham Maslow’s Hierarchy of

Needs which proved that consumers, regardless of financial status, tend to prioritize commodities of

great significance from entities they can survive without. To achieve greater understanding of the

study, proper statistics are provided complete with graphs and detailed explanations of each. The

study strived to answer three questions, (1) How did Televised Commercials monopolize

advertisement before? (2) Does E-Marketing prove to be beneficial both to producers and

consumers? (3) Which of the two marketing strategies and platforms will spearhead advertising in

the near future? Purposive sampling was done, keeping in mind that ABM students from the

location, FEU Diliman, is highly limited. The study shortly concludes that at a present time, online

consumers are highly influenced by marketing and advertising strategies regardless of what

electronic device gains the monopolism of selling.

 FEU Diliman 9
Basic Education Department

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter includes the introduction, theoretical framework, statement of the problem,

hypothesis, scope and limitation, conceptual framework, significance of the study and the

definition of terms used.

Introduction and Background of the Study

The relevance of using social media to market products and services has been especially

mainstream since the start of the pandemic, where the rise of social media and those utilizing it for

marketing has increased hand in hand over the years, with a total increase of 10.5% of all social

media users from just 2019 to 2020 (Boshnjakoska, 2022). Among other staggering statistics

demonstrating the widespread use of social media marketing and its effectiveness, the article titled

“Latest Social Media Marketing Statistics in 2022 [Updated]” states that according to the

GlobalWebIndex (2018) 54% of young internet users utilize this social media to research products

they are interested in and 75% of social media marketers have stated that social media marketing has

increased their traffic (Boshnjakoska, 2022). The objective of this study is to prove whether

marketing is more efficient if social media or television advertisement/s is utilized. To do so, ABM

students ages 16 to 19 were chosen as respondents. This age group is of particular importance with

regards to social media marketing specifically as it is roughly this generation, aged 16 - 24, which
 FEU Diliman 10
Basic Education Department

spends the most time on social media a day, an average of 3 hours (Boshnjakoska, 2022). For the

purposes of the study, this

age group is narrowed down to 16-19 in order to get results from ABM students. This age

group also intersects with the 40% of internet users aged 18-34 interested in purchasing products

online, before enthusiasm significantly drops at older ages (Boshnjakoska, 2022). To break down the

definition of Social Media Marketing and Television Commercials. Social media marketing, or

e-marketing as is known within the academe, is the act of marketing products and services of large to

small scale businesses on social media platforms e.g., Facebook, Instagram, Tiktok, Snapchat among

others. Television commercials have been mainstreaming since the emergence of this mass media.

Still, it proves to be dominant in its industry at the present time, although this may not be the case for

emerging generations (Pahwa, 2022). The question is, will it still hold the torch above e-marketing

especially in the era when people are spending more time holding phones rather than taking time to

sit in front of a television or will e-marketing prove to be a fast-rising instrument and a considerable

factor when it comes to revolutionizing the marketing industry?

Statement of the Problem

This is a quantitative, experimental, correlational study which shed light on the greater deal

of efficiency between e-marketing and television commercials. It is important to know the

effectiveness between the two in order to utilize future marketing and advertising plans, and to

improve the overall marketing generally.

 FEU Diliman 11
Basic Education Department

Specifically, the study aimed to answer the following problems:

1. How effective is social media marketing compared to television commercials?

2. How does social media marketing affect overall marketing?

3.How does television commercials affect overall marketing?

4. Do students use their purchasing power after catching sight of social media advertisements?

5. Do students use their purchasing power upon watching an advertisement on television?

6. How frequent do students view advertisements from social media and television commercials?

Guiding Framework: Theoretical

The idea of reasoned action, which focuses on the connection between marketing and the

existing attitudes individuals bring to their purchasing decisions, was initially developed by Martin

Fishbein and Icek Ajzen.

This theory states that customers take actions that they think will result in or bring about a

specific outcome, whether one that is known to them or not. As a result, the primary factor that

motivates consumers to make purchases is logical decision-making.

This consumer behavior theory puts a focus on specificity above abstraction. To put it

another way, a consumer can only do particular actions when they have cause to think they will

produce the intended results. Any moment between the point of decision and the end of the activity,

the consumer has the choice to change their mind or progress differently.

Theory of reasoned action of Fishbein & Ajzen (1975)

 FEU Diliman 12
Basic Education Department

Guiding Framework: Conceptual

The developed research theory gives the data that the researchers are looking for to form a

conclusion about the topic in the research study. The independent variables can be divided into five

groups, including the effectiveness of media marketing compared to television commercials, the

effects of social media marketing generally on marketing, and the effects of television commercials

generally on marketing. It states that you can launch social media campaigns with social media

marketing to increase brand awareness under the variant of media marketing over television

advertisements. You will be able to focus your advertising to those who are really interested in your

sector or region, unlike TV commercials. One of the main factors contributing to social media

marketing's general success in marketing is the ability of firms to precisely target their ideal clients.

It's crucial to advertise to the right demographic in order to save money. This project needs to be

taken seriously. Approximately 90% of consumer decisions to purchase goods and services are

influenced by advertising, demonstrating the power of television commercials. Both more

contemporary concepts, such as online and mobile advertising, and more traditional ones, like
 FEU Diliman 13
Basic Education Department

traditional media, including newspapers, radio, and outdoor billboards, are covered in this. Given the

range of advertising media available, business owners could be perplexed regarding the benefits of

television advertising over other forms of advertising. In actuality, television advertising is a good

use of advertising money

since it has benefits that are better than those of any other platform. In effect of social media

ads on student purchases, the support of an internet connection, social media platforms are now

playing a major role in the online marketing environment, and teenagers are gravitating toward

purchasing goods from online stores rather than conventional stores and also influenced by social

media personalities to buy them online. In Frequency of students viewing ads on social media and tv

commercials, the typical media viewer now encounters 36 advertisements daily and clicks on around

10 of them each month.

 FEU Diliman 14
Basic Education Department

Scope and Limitations

This study aims to understand which marketing strategies among social media marketing and

traditional television commercials are found to be most effective when targeted towards young

adults. This quantitative study will be conducted through the platform Google Forms in which 30

grade 11 &

12 respondents from FEU Diliman Senior High School will be surveyed regarding their

experiences with advertisements and its effectiveness.

Because teenagers are shown to be easily marketed to and parted with their money, as stated in The

Logo Company, 2020, this survey will cover this specific demographic. The sample size of 90% of

the whole ABM student body as respondents will be sufficient in providing findings regarding FEU

Diliman students, it is limited however to this school and therefore may not apply to all people of

this age range as the study does not take into account non-student respondents. While his age range

is of particular relevance to researches, what constitutes “youth marketing audience”, according to

the website marketingschools.org, can range anywhere from tweens to young adults, among the

middle age groups are categorized as “teenagers'' and “college students'' which this research

classifies as the 16-19 age range. Finally, to ensure a credible sample of surveyed students,

researchers will select only students who have spending power to be surveyed. This will ensure that

“money” will not be a variable limiting the study.

 FEU Diliman 15
Basic Education Department

Significance of the Study

The study's objective is to understand which marketing strategy is more effective among

ABM students of FEU Diliman to help businesses and advertisers enhance their operations. This

study intends to encourage the adaptation to modern day marketing strategies.

Advertisers. This study would assist advertisement agencies into implementing effective strategies;

Enhancing value of ads through targeting a specific demographic and marketing in platforms where

it is most functional.

Small and medium-sized enterprises. Small and medium-sized businesses often lack the resources

for extensive market research. Because of this it can be unclear what marketing strategies will prove

effective. Traditional marketing strategies are more well-known and many businesses may opt for

advertisement through these forms without being well informed of alternative, more modern,

marketing strategies such as social media and its effectiveness to younger demographics.

Students/Young Adults. Students and young adults can benefit from the findings as many youth are

unaware of how they are marketed to. Viewers of this research who relate to the sample group will

be able to identify certain marketing techniques and form their own opinions about which ones they

have encountered and which ones are effective to themselves. An increased awareness will help

young adults identify when they are being advertised to and make more informed decisions about

what kind of advertisement they consume and how they respond to it.
 FEU Diliman 16
Basic Education Department

Department of Trade and Industry (DTI). The DTI is tasked with aiding businesses by providing

market development services. By having access to this study, this governmental agency can be well

informed especially regarding its sample demographic of young adults. Because of this, the DTI will

be able to modify, update or modernize its market development services accordingly to provide

better services to those in need.

Future researchers. This research can guide future research on youth advertisement. It will lay the

groundwork for future in-depth studies to be conducted, which would build on its findings.

Definition of Terms

This section is intended for common terminology defined in the context of how they relate to this

research.

Attitudes: A mental position regarding a fact or state. (Merriam-Webster, n.d.)

Commodities - A good or service whose wide availability typically leads to smaller profit margins

and diminishes the importance of factors (such as brand name) other than price. (Merriam-Webster,

n.d.)

E-Marketing - The process of advertising and selling products and services on the internet.

(Cambridge, n.d.)

Experimental study - It is a type of study that examines relationships between variables without the

researcher's bias.

Demographic - A section of the population of a similar age, the same sex, etc. (Oxford, n.d.)

Feasibility study – A detailed analysis that considers all of the critical aspects of a proposed project
 FEU Diliman 17
Basic Education Department

to determine the likelihood of it succeeding. (The Investopedia Team, 2022)

Instrument - A tool or device used for a particular task. (Oxford, n.d.)

Monopolize - Dominated the advertisement strategies.

Mainstream - Having, reflecting, or being compatible with the prevailing attitudes and values of a

society or group. (Merriam-Webster, n.d.)

Monopolism - The system, policy, or practices of monopolies or monopolists. (Merriam-Webster,

n.d.)

Platform - A means or opportunity to communicate ideas or information to a group of people.

(Merriam-Webster, n.d.)

Purposive sampling - This method experts try through research to isolate a characteristic or feature

of the population that they judge to be representative of the whole, and then choose a sample based

on that characteristic with the intention of reflecting the whole. (Cook, 1991)

Revolutionize - Completely change the structure.

Traffic - The volume of customers visiting a business establishment. (Merriam-Webster, n.d.)

Viability- The ability to succeed or be sustained. (Merriam-Webster, n.d.)

 FEU Diliman 18
Basic Education Department

REVIEW OF RELATED LITERATURE AND STUDIES

Literature

The presented findings originated from an immense variety of articles, journals, websites,

and memos. A major figure in the study are the books, “A. The Theory of Buyer Behavior by John

Howard”, “B. A Theory of Human Motivation by Abraham Maslow”, “C. The Theory of Reasoned

Action - The Theory of Planned Behavior by Constanze Rossman.” These pieces of particulars

assisted the researchers in completing the study. The researchers referenced many web blogs and

readables anchored on the study. The study predicated on three books. Book A is anchored on four

major components; stimulus variables, response variables, hypothetical constructs, and exogenous

variables which can affect a person’s habitual retort when it comes to product or service purchase.

Abraham Maslow’s Hierarchy reveals the utmost importance of a person’s priority in life regardless

of financial stability and/or human capability, which in turn, affects the market and future

expenditures of both producers and consumers. The Theory of Planned Behavior states that for every

cause, there will be an effect. Indulging, it is quite like stimulus-response theory but putting it into

perspective, a marketer should have the ability to predict how a consumer will engage with what

they are selling. Numerous, similar studies have been published being the foundation of this study

which proves that evolution in marketing is rampant therefore, marketers and consumers alike

should be adamant on reaching a better transacting world. The first three aforementioned literary

pieces focused its eyes on behavioral patterns of purchasers. The next pieces will rotate around the

opinionated responses toward social media marketing and/or television advertisements. “Humorous
 FEU Diliman 19
Basic Education Department

advertisements were analyzed and compared to non-humorous commercials with respect to their use

of animation, the number of models, product handling, humor placement, multi-sense usage, and the

direction of the humor” J. Patrick Kelly and Paul J. Solomon used this sentence to support television

advertisements more so, if it garners attention from

viewers and generate sales. Humor proves to be an instrument to the world’s greatest medicine -

laughter. When comedic stimuli bring forth comedic responses, it results in higher viewership and

higher chances of return. “The Manifesto on Content Marketing Teams” by Xenia Muntean

elucidates the purpose of content and products when it comes to marketing. States that before a

producer can worry about how they will market and how the market will accept, it must first be

certain that the product will sell and is necessarily essential to everyday living. Malcolm Gladwell’s

“The Tipping Point” teaches us that the term tipping point happens when a product or service

reaches the trending zone. It discusses why companies with over 150 employees fail to work and

essentially, the three types of people that can make an idea tip. Music has always been a safety

blanket of the world. It is exactly what is discussed in, “Analyzing Music in Advertising”. Here, it is

said that “The study of music in commercials is well-suited for exploring the persuasive impact that

music has beyond the ability to entertain, edify, and purify its audience” to which the researchers’

agree as avid fans of various types of genres. Dr. Frank Aycock wrote “Monetizing 21st Century

Television” provided details and methods that will make the coming years a new Golden Age of

Television and usher in a new era of profitability currently unimaginable in today’s television

universe. Amongst the literary pieces mentioned, it can be surmised that e-marketing and television

go head-to-head when talking about efficiency and relevance of marketed products and services.
 FEU Diliman 20
Basic Education Department

Studies

“Marketing is a well-developed methodological science and is constantly changing its rules

according to the needs and developments taking place in and around it” (Saravana kumar and

Sugantha Lakshmi, 2012). That saying is the backbone of the study. The researchers accepted that

Marketing was, is, and will always be an evolving part of the world regardless of an individual’s

personal inclination.

“Companies are persistently looking for ways to utilize this new platform within their

marketing strategies to increase business growth” (Gibson, 2014). During this generation it is

already widespread how the web aids our day-to-day life. “TV, in all its forms, is the world’s favorite

video. On average, based on the available data, TV accounts for 90% of the average viewer’s video

time” (ThinkBox, 2020). Although social media is proving to be a top competitor, the television

advertisement/s already cemented their impact on global marketing. Herbert Krugman’s study, “The

Impact of Television Advertising: Learning without Involvement” resonates with production of sales

by changing consumer’s attitude towards buying and product preference. His study focused on

shifting the relative salience of attitudes without the involvement of producers in the sale cycles.

Alan Resnik and Bruce L. Stern arranged a study on the “Analysis of Information Content in

Television Advertising” which presumes every commercial transmits some information by using

visuals and audio stimuli serving as meaningful cues to appeal to oculesic appetite. “According to

this study of almost 400 commercials, less than half have any informational value - and this despite

the fact that a very liberal criterion was used” (Stern and Resnik, 1977). This statement leads us to
 FEU Diliman 21
Basic Education Department

believe that in contemporary times, social media marketing certainly possesses the edge when it

comes to advertising. George P. Moschis and Roy L. Moore conducted a study, “A Longitudinal

Study of Television Advertising Effects” which refutes the claim that random sampling of

participants can also provide the same efficient survey report. They contain information proving that

cross-sectional and experimental - pre-determined population and research with scientific approach

using two sets of variables, respectively. “Social Media Marketing” by Tracy Tuten and Michael

Solomon, provides a strategic mapping of social media marketing which shines light upon the

specificity of social media platform/s being used to attain sales efficiency. Lastly, “E-Marketing” by

Judy Strauss and Raymond Frost concocted a composition of Traditional Marketing with an

e-marketing twist. The focus on the internet and other technology contains a profound effect on

marketing. These studies serve as the backbone of the researchers’ study.

Synthesis

Contemporary marketing depends on the capability of a marketer to operate technology.

Simple as that. For a business to become viable in today’s generation, the use of our present-day

poison - tech, must be utilized. Cue in the pandemic, locked within four walls, and on a mission to

sustain a business there is no other option than to try either social media marketing (most accessible)

and/or television advertising (costs a lot, reaches more). For this study, the researchers opted to

magnify an own composed theory. The Theory of Contemporary Marketing. Deloitte.com stated,

“Marketing will increasingly need to be hyper-personalized, one-to-one, real time and more

technology and data driven. The era of intrusive, meaningless, and irrelevant advertising will be

over, and marketing may fully morph into customer advocacy” to which most of the population
 FEU Diliman 22
Basic Education Department

agrees. Gone will be the days when viewers belittle advertisements just because it is funny or

unusual. The pandemic upended marketing from every business sector in the world. That said,

E-commerce will play the largest part in the financial cycle as investors will be looking to invest in a

more secure and fixed return income. First step is to know your customer bracket rather than only

one customer themself. Factors are affordability, necessity, quality, and quantity and these are

examined when asking if a business will be viable enough to sustain a few months. Before,

customers hope you have what they want/need. Given the circumstances, it is aimed to have more

positive placebo when a business strives partly because of online, which is what the Theory of

Contemporary Marketing is predicted to have an uneven flow of economic direction in every

country in the world. What the theory suggests is, “...marketing should never be stagnant, it must

explore everything people cannot explore. Should possess attributes that will always make you

wonder for example, wonder without examination is not marketing”. Researchers see marketing as

something as flexible as an ordinary check book. More gadgets, less notes. More online meetings,

less team buildings, etc.

 FEU Diliman 23
Basic Education Department

CHAPTER 2

METHODOLOGY OF RESEARCH

This chapter aims to present a description about the research design selection, the chosen

respondents, research instruments, data collection procedure and statistical treatments of the study

which mainly focuses on the Effectivity of Social Media Marketing vs. Television Commercials

Among ABM Students of FEU Diliman.

Research Design (Quantitative)

This quantitative research is an experimental study. With the intention of determining which

among Social Media Marketing and Television Commercials is more influential, this subject is very

relevant in this contemporary decade of technology, where various mediums can be utilized in

marketing. Although influence is challenging to quantify empirically, the participant's experiences

with the variables of e-marketing and television commercials serve as the foundation for this study's

findings. Since the participants intersect with the 40% of the internet users that use e-marketing

platforms, they will be used to make causal claims on the effectiveness of social media marketing

versus television commercials.

 FEU Diliman 24
Basic Education Department

Research Settings

The researchers conducted this study remotely, with the use of a networking channel,

specifically Google Docs, to electronically connect and enable this research. The common

denominator in selecting the research website is that it served as the medium to record the

communication between researchers. Furthermore, to connect with the participants, namely the

students of FEU Diliman, the researchers chose Google Forms because it is readily accessible to

engage with all the participants in the study. To answer the question, "Why is the survey conducted

online if the participants share the same location as the researchers?" modern technology is present

to briefly organize information, and this way, the researchers considered that a larger quantity of

participants could participate if the survey is conducted online.

Sampling Technique

Non-probability sampling was conducted as the process involved selection based on credentials

and/or another criterium. Researchers will utilize the use of networking to disseminate the intention

of learning online shoppers’ preference and provide the survey sheet which will be providing the

overall conclusion and results of the study. A mix of convenience, voluntary, and purposive

sampling was executed. Convenient sampling since we gathered participants from one place only,

near to us and are finely accessible all while meeting specific standards; Attending Far Eastern

University Diliman as a Senior High School student taking up Accounting, Business, and

Management as a strand hence, the Purposive sampling. Defying the wise saying quality > quantity,

the study mainly stood upon the statistical response of the participants thus, dissipating the need of
 FEU Diliman 25
Basic Education Department

an in-person interview. The sample population for the study are students from Quezon City,

Philippines preferably those who study in FEU Diliman as mentioned. Participants in a voluntary

response sample are more likely to comply with surveys if the title and topic catches their

interest. Also, some participated in the hopes of assisting the researchers to accomplish the study.

Some are equally curious as the researchers and some, feel strongly about a study enough to

participate. Accordingly, this is not a case-sensitive study allowing any ABM student to participate

if they are willing to.

Participants of the Study

The researcher’s sample was composed of FEU Diliman’s ABM students in years 11 and

12, selected through the process of non-probability purposive sampling. Respondents should be

students with purchasing power, consumers of both online and physical markets, aged between 16

and 19. The researcher’s targeted number of respondents was a minimum of 286 and a maximum of

300. Relevant and appropriate questions were formulated by student researchers. Hence, all of the

participants in the study were essentially acknowledged.

Instrument Used

To conduct a poll, the researchers used Google Form, and successfully gathered the

necessary data and information for the study. The survey was used to build the data type

document. In addition, the students gave their approval for the survey to be documented by the

researchers.
 FEU Diliman 26
Basic Education Department

Construction of the instrument

In order to conduct the survey, the researchers studied articles and spent a significant

amount of time coming up with the survey questions. The co-researchers were then questioned

using a sub questionnaire to look at various aspects of the data collection procedure. Based on the

respondents' experiences, viewpoints, and recommendations about social media marketing and

television commercials, the interview questions were developed.

Validation of the Instrument

The instrument to be used in this study would be a structured, self-made, and

self-administered survey through Google Forms. Surveys are rather straightforward and

uncomplicated (Denscombe, 2010, pg. 13), thus suitable for the topic chosen by the researchers.

This correlational study also plans to find the effectiveness of social media marketing and television

commercials among ABM students; thus, it is appropriate for linking patterns and this instrument

works best in finding out clear terms in information about the topic, according to Denscombe (2010,

pg. 13). As previously said, we plan on conducting the data collection through online means, for a

more efficient way in sharing the survey to more possible respondents and to avoid bias.
 FEU Diliman 27
Basic Education Department

The survey will contain the following:

Demographic Profile[a] of the Respondents

- Age (16-19)

- Gender

- Grade Level and Section

II. Structured Questionnaire Parts:

The categories of the questions that will be used were based on the statement of the problem

and will seek to meet the objectives of this research. This research’s instrument will be validated by

our research professor, who will check and recommend any alterations and changes pertaining to the

content of the instrument. The validator is authorized to analyze and approve the instrument due to

their status as an educator, as well.

Treatment of Data

The responses to the questionnaire will be automatically compiled in Google Sheets, where

it will be statistically analyzed by the group. Descriptive statistics will be utilized as it can provide

easy-to-digest information and to show the relationship between the variables of the study. The

average, percent, frequency count, will be considered. The group used 0.05 level of significance to

compare the effectiveness of social media marketing and television commercials among ABM

students.
 FEU Diliman 28
Basic Education Department

CHAPTER 3

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA OR

PRESENTATION OF EXPERIENCES AND INSIGHTS

This chapter includes the presentation, analysis, and interpretation of data gathered by

the researchers from the interviews conducted.

1. Profile of Respondents

Table 1.0

Distribution of Respondents by Age

Age Frequency Percentage Ranking

16 17 18.3% 3rd

17 38 40.9% 1st

18 32 34.4% 2nd

19 6 6.5% 4th
 FEU Diliman 29
Basic Education Department

(Table 1.0) 40.9% of 97 respondents who participated in the survey were 17 years old,

followed by 34.4% respondents aged 18, 18.3% respondents aged 16, and lastly aged 19

with six respondents respectively.

The finding implies that students who are in Senior High School, grades 11 and 12 in ABM

of FEU Diliman are aged 16-19, with the majority of 17-year-old students.

According to World Education News + Reviews, two years of specialized upper secondary

education make up Senior High School (grades 11 and 12, ages 16 to 18). Academic

specialization tracks with separate courses are provided for students.

Table 1.1

Distribution of Respondents by Gender

Sex Frequency Percentage

MALE 36 37.1%

FEMALE 60 62.9%
 FEU Diliman 30
Basic Education Department

Table 1.1 shows 61.9% of 97 respondents who participated in the survey were female,

37.1% were male while one respondent preferred not to state their gender. As demonstrated

on the table, we can deduct that the majority of the respondents are female with a higher

valid percentage, compared to their male counterparts.

Based on the data with a frequency of 97 respondents, there are more female respondents

than male respondents since the targeted students from grades 11 and 12 within the ABM

strand have a population that is more predominantly made up of females than males.

Table 1.2

Distribution of Respondents by Grade Level

Grade level Frequency Percentage

Grade 11 53 54.7%

Grade 12 44 45.3%

Total 97 100%

Table 1.2 shows 45.3% of the 97 respondents are in year 12, whereas the majority are in

year 11 with 54.7% out of 97 of the strata.

 FEU Diliman 31
Basic Education Department

FEU Diliman students in grade 11 of ABM have a higher population compared to those in

grade 12. For this reason, the finding implies that the majority of who participated in the

study were from Grade 11 with a frequency of 53 respondents overall.

Table 1.3

Distribution of Respondents by Section

Section Frequency Percentage Ranking

Amity 24 24.8% 2nd

Altruism 29 29.9% 1st

Abundance 24 24.8% 3rd

Acceptance 20 20.5% 4th

Table 1.3 shows 29.9% of the 97 respondents were students from Altruism Section,

followed by a tie between Amity and Abundance Section with 24.8%, and 20.5% were

from Acceptance Section.

 FEU Diliman 32
Basic Education Department

The finding implies that the majority of ABM Students are in grade 11, Altruism section

due to its number of students being the highest among other sections.

1. (A) Factors gathered for the study

2.0 Does social media 3.59 NEUTRAL 6TH

marketing affect
overall marketing?

2.1 Does Social Media 4.20 AGREE 1ST

Marketing generate
more sales for a
product-based
company?

2.2 Does Social Media 3.81 AGREE 4TH

Marketing generate
more sales for a
service-based
company?

2.3 How interactive 4.18 AGREE 2ND

and accessible is
Social
Media Marketing for
consumers?

2.4 Do students use 3.37 NEUTRAL 7TH

their purchasing
power after
catching sight of Social
Media
advertisements?
 FEU Diliman 33
Basic Education Department

2.5 How impactful is 4.08 AGREE 3RD

Social Media
Marketing to students
regarding their
preferences and
purchasing decisions?

3.65 AGREE 5TH

2.5 Do you often view
advertisements
shown in social
media?

The table above shows the indicators under parents’ factor. It displays the weighted mean, verbal

interpretation and rank of every item.

Ranked 1 with a weighted mean of 4.20 interpreted as a fair amount, on the item “Social

Media Marketing generate more sales for a product-based company” while on the item “Social

Media Marketing is interactive and accessible for consumers” with a weighted mean of 4.18

interpreted as a fair amount, ranked 2. Ranked 3 is on the item “Social media marketing impacts

students’ preferences and purchasing decisions” with a weighted mean of 4.08 interpreted as a

fair amount. It only means that ABM students of FEU Diliman favors Social Media Marketing.

According to sociallybuzz (2022), globally, 4.55 billion individuals use social media as of

January 2022, up 9.9% from the previous year (400 million new social media users). It goes

without saying that social media marketing is an efficient way to contact your target audiences

online given the huge amount of social media users throughout the world; hence why the majority

of the respondents strongly agree that social media affects overall marketing.
 FEU Diliman 34
Basic Education Department

Advertising platforms that Advertising platforms that affect consumer purchasing

decisions: TELEVISION

Table 3

Advertising platforms that affect consumer purchasing decisions: Television

Factors WM Verbal Interpretation Rank

3.0 I often
view advertisements
shown in televisions

3.1 Television
Marketing affects overall
marketing

3.2 Televised
Marketing generates more
sales for a product
based company

3.3 Televised
Marketing generates more
for a service-based company

Table 3 shows the overall effects of television marketing in general from FEU Diliman ABM

students’ point of view.

The weighted mean for question 4.0, "Television Marketing affects overall marketing" is

3.66, which ranks 1st in the table above. It indicates that the respondents agree that overall

marketing is affected by television marketing. For question 1.6, FEU Diliman’s ABM students

agree that product-based companies generate more sales, ranking higher than question 1.7,
 FEU Diliman 35
Basic Education Department

"Televised Marketing generate more sales for a service-based company" which is neutral for the

respondents.

Weisman (2022) stated that despite the power that digital and social media wield,

television still holds its influence to make an impact on young consumers. He explained that

despite the changes television has undergone, it is stronger than it has ever been and is still a

viable tool for advertisers since television advertisements can reach a wide range of audiences.

More than 61% of all TV viewing is still done on broadcast and cable, according to Nielsen's

most recent February 2022 Gauge report.

Table 4

Factors WM Verbal Interpretation Rank

4.0 Televised
Marketing is interactive and
accessible for consumers

4.1 Television advertisements

are impactful to students
regarding their
preferences and
purchasing decisions

4.2 Televised Marketing

is impactful to students
regarding their preferences
and purchasing decisions?

4.3 I think
social media marketing
is more effective
than TV commercials
 FEU Diliman 36
Basic Education Department

Table 4 shows the accessibility, impact, and efficacy of television marketing. As seen in

the table, the item “I think social media marketing is more effective than TV commercials”

ranked first with a weighted mean of 4.24 and a verbal interpretation of strongly agree. Followed

by item 5.0 “Televised marketing is interactive and accessible for consumers” with a weighted

mean of 3.47 with a neutral verbal interpretation. With evolving technology, people tend to stick

more onto their mobile devices but still some people rather prefer television marketing due to its

coercive nature. Indicators 5.1 and 5.2 also has a verbal interpretation of neutral, as some have a

different focus when it comes to certain products because of the audience appropriateness but

also influence them to change their minds into buying a product with the help of television

marketing.

Proffus (2020) stated that television advertisements may target a wide range of people

while social media advertising is excellent at locating specific audiences. And communicating

directly with millions of interested customers, devoted fans, and active followers via social

media influencers who work in those regions.

 FEU Diliman 37
Basic Education Department

2. (B) Factors gathered for the study

Docking over to the Television side of the questionnaire and evidence-bearing section for the

paper, we can see the question, How much time do you spend watching Television directed to the

respondents. As seen above, 86.6% voted Seldom for watching Television immediately

answering the question presented in the Introduction, “Will it still hold the torch above

e-marketing especially in the era when people are spending more time holding phones rather than

taking time to sit in front of a television or will e-marketing prove to be a fast-rising instrument

and a considerable factor when it comes to revolutionizing the marketing industry?” giving it a

clear NO.
 FEU Diliman 38
Basic Education Department

A rather non-interacting question to open the topic of televisions and to capture the light aura of

respondents by making them think about the television channels that wooed their boredom in the

last few years.

Table 5.0

Advertising platforms that affect consumer purchasing decisions: Television

TV Channels Frequency Percentage Rank

GMA 37 34.58% 2nd

ABS CBN 55 51.4% 1st

TV 5 3 2.8% 4th
 FEU Diliman 39
Basic Education Department

None 10 9.36% 3rd

NBA Premium 1 0.93% 5th

Netflix 1 0.93% 6th

Total: 107 100%

Table 5.0 shows the configurations of the question on which television channel do they

watch most often?

A hefty sum of 56.7% chose ABS CBN as their most watched television channel with the

38.1% of GMA viewers ranking second which makes sense as those two are headquartered in

Quezon City, the most accessible place for the respondents. A small fraction then chose TV5 and

only 1 for Netflix and NBA Premium, each. The total respondents exceeded 97 because they

were given the freedom to choose more than one option.

 FEU Diliman 40
Basic Education Department

Table 5.1

Advertising platforms that affect consumer purchasing decisions: Television

TV Channels Frequency Percentage Rank

GMA 29 25.66% 2nd

ABS CBN 73 64.6% 1st

TV 5 4 3.54% 4th

None 6 5.31% 3rd

O Shopping 1 0.89% 5th

Total: 113 100%

Table 5.1 shows the configurations of the question on which television channel have the

most appealing advertisements?

A hefty sum of 75.3% chose ABS CBN as their most appealing television channel with

the 29.9%% of GMA viewers ranking second which makes sense as those two are headquartered

in Quezon City, the most accessible place for the respondents. A small fraction then chose TV5
 FEU Diliman 41
Basic Education Department

and only 1 O Shopping. The total respondents exceeded 97 because they were given the freedom

to choose more than one option.

3. Factors and Impact on the Purchasing Behavior of Respondents

Table 6.0

Distribution of Respondents On Which Medium Affects Their Purchasing Power

Which platform affects

your purchasing power? Frequency Percentage Ranking

Social Media 74 76.3% 1st

Television 1 1% 3rd

Both Social Media

& Television 22 22.7% 2nd

Total 97 100%

Table 6.0 shows the configuration of the question about which medium affects their

purchasing power.

Out of 97 respondents, 76.3% identified social media as the platform that influences their
 FEU Diliman 42
Basic Education Department

ability to make purchases. The other 22.7% are neutral between the two platforms, while

television affects their purchasing power the least, with only one respondent differing.

Table 6.1

Distribution of Respondents On Which Medium Is More

Effective in Selling A Product?

Which platform do you think is

more effective in selling a product? Frequency Percentage Ranking

Social Media 74 76.3% 1st

Television 2 2.1% 3rd

Both Social Media

& Television 21 21.6% 2nd

Total 97 100%

Table 6.1 shows the configuration of the question about which medium is more effective

in selling a product.
 FEU Diliman 43
Basic Education Department

Social media remained top-ranked in the fourth category, as 76.3% of respondents chose

this medium as more effective in selling a product. The second-highest percentage on the table,

21.6%, is still neutral between the two platforms. Television, on the other hand, ranked third

overall, with only two respondents choosing this medium as more effective in selling a product.

Table 6.2

Distribution of Respondents On Which Medium Generates Better Advertisements

Which medium generates better ads? Frequency Percentage Ranking

Social Media 61 62.9% 1st

Television 10 10.3% 3rd

Both Social Media

& Television 26 26.8% 2nd

Total 97 100%

Table 6.2 shows the configuration of the question about which medium generates better
Advertisements.

62.9% of the respondents are more moved by Social Media advertisements among the
 FEU Diliman 44
Basic Education Department

choices, which explains why it has the most votes on which medium is more effective in selling a

product as it affects their purchasing power. 26.8% chose both Social Media and Television as

the mediums that generate better advertisements, placing it 2nd in rank. Lastly, television ranked

3rd as 10.3% selected this as a medium that airs better advertisements.

Table 6.3

Distribution of Respondents On Which Medium they think Attracts more Consumers

Which medium do you think

attracts more consumers? Frequency Percentage Ranking

Social Media 75 77.3% 1st

Television 3 3.1% 3rd

Both Social Media

& Television 19 19.6% 2nd

Total 97 100%

Table 6.3 shows the configuration of the question about which medium generates better

advertisements.

77.3% of the respondents agree that social media attracts more consumers overall, making it first
 FEU Diliman 45
Basic Education Department

in rank, while 19.6% of respondents think that social media and television draw consumers

equally. On the other side, three respondents chose television as the medium that draws in more

customers.

Table 6.4

Distribution of Respondents On their Preference among the Effectivity of Social

Media Marketing and TV Commercials

If you were to choose on which

is more effective between social media

marketing and TV commercials,

what would you prefer? Why? Frequency Percentage Ranking

Social Media 61 62.9% 1st

Television 10 10.3% 3rd

Both Social Media

& Television 26 26.8% 2nd

Total 97 100%
 FEU Diliman 46
Basic Education Department

Table 6.4 shows the configuration of the question about which medium generates better

advertisements.

Among social media marketing and television commercials, respondents chose which

they prefer and which is generally effective. Social media ranked 1st having 62.9% votes, 26.8%

of respondents are fair to social media and television as a medium in marketing, and television

ranked last as it is the least preferred of the respondents.

 FEU Diliman 47
Basic Education Department

CHAPTER 4

DATA ANALYSES, RESULTS, AND DISCUSSIONS

This chapter presents the summary of the data analyses, results and further discussions of the

gathered data.

Results and Discussion

From the analysis of the data, the findings/insights were as follows:

1. The researchers identified how effective social media marketing is compared to

television marketing.

a. The co-researchers inquired how interactive and accessible social media marketing

for consumers. At the beginning of the inquiry, researchers expected a 100% on the highest

option in a Likert scale indicating that it is indeed interactive because of social media’s

contemporary and mainstream features. Respondents’ results brought back a rather biased

decision still, majority decision equated to, vastly interactive and accessible but with less

percentage votes that researchers initially expected.

2. The researchers identified how effective is Television Marketing compared to

Social Media Marketing.

a. The researchers were stumped to learn that a second majority of the respondents’

population was neutral on the query if television marketing generates more sales for a

product-based company especially because, for the longest time, Television marketing held
 FEU Diliman 48
Basic Education Department

the torch as the leading advertising medium for business. Some strongly agreed, 40.2%

merely agreed and a rough 32% was neutral on the matter.

b. According to smallbusines.chron (2021), Many businesses find a well-crafted

television advertisement gives them an effective way to appeal to their target market. An

argument, students nowadays may beg to differ. A hefty number of people was, again,

neutral on the matter not giving a specific yes or no answer.

3. The query is on how social media marketing affects overall marketing.

a. Marketing, defined by the Merriam-Webster as an action of promoting and selling

services, utilizes what social media offers. Majority of the respondents voted a big YES in

the question therefore, generating the data that an agreement is reached for this particular

inquiry.

b. The discussion of the impact to preferences and purchasing decisions of ABM

Students in FEU Diliman garnered a strong answer of highest in a Likert scale. In Layman’s

term, respondents agree that the impact rose to 90% at the very least.

4. The query is on how television marketing affects overall marketing.

a. The results gathered 41.2% of neutral decisions from respondents contrary to those

who agreed and to those who disagreed. Due to the ever-progressing times, television is

gradually losing its popularity and leverage on consumers’ preferences. While the

advertisements gather wholly reactions, its impact has been lower in terms of generating

sales for companies.

 FEU Diliman 49
Basic Education Department

b. The interactivity and accessibility of the televised marketing creates a big question

mark on the consumers’ minds. On a provided Likert scale, the respondents gave back a

result of highly interactive and highly accessible describing merely the characteristics of

commercials and how it was used in marketing while the former point describes its impact

on sales.

c. Impact/s of the television advertisements to students is an argument up for debate.

37.1% of the respondents were neutral on the matter or a number 3 on the Likert scale with a

range of 1 to

d. Simply means, television advertisements do not possess the same leverage they had

generating almost 70% increase in sales.

5. The fifth query is a rather dichotomous, expanded question on whether students

use their purchasing powers after seeing social media advertisements.

a. 2.1% of the respondents disagreed that social media as a marketing medium generate

sales for PRODUCT based companies while a hefty 45.4% definitely agreed it does.

b. Businesses are categorized within two types of business – product and service based.

Upon inquiring, a massive number of the respondents agreed that aides SERVICE based

companies to generate profitability.

 FEU Diliman 50
Basic Education Department

c. Students DEFINITELY use their purchasing power after catching sight of social

media advertisements given that the particular advertisement in question is either in demand

or captures consumers’ attention in the quickest way possible.

6. Are students/consumers attention captured by Television Commercial

Marketing?

a. The answer is a clear YES. The effectivity of TCMs to capture attention bears no

question unless it actually comes to the situation of profitability and generating income

wherein, they are overpowered by another type of marketing in the present and believably in

the long run – Social Media Marketing.

7. The frequency of students viewing advertisements from Social-Media and

Television Commercials arrives at a point of more than 64% of their free time average,

in a year.
 FEU Diliman 51
Basic Education Department

Data Analysis

From the data gathered, the analysis on the study and the researchers are as follows.

1. The researchers found out that social media definitely holds the torch above

television marketing when it comes to advertising and further generation of sales for

companies regardless if it is product or service based.

2. A distinctive point is that advertising and marketing impacts generation of sales

flexibly. The impact can make a huge or decreased impact however as far as they are

concerned, advertisements still play a huge role in business sales increase.

3. Marketing showed its strength in the current study as a staple ingredient in

maintaining good business viability. Its ability to live off during a time where profit is not

entering lies entirely on the balance in business PROPER marketing usually does.

4. Competition was, is and will undoubtedly affect business and its ability to generate

profit and maintain monetary stability for its whole life.

5. Due to ever-progressing times, ease and accessibility became part of human’s drive

for comfortable changes. Thus, social media and handheld devices overpowered the once

known as ‘number one advertising channel’ and keeps rising to its occasion.

6. Television advertisements, despite gradually losing its popularity over the years, still

maintain its bright reputation as companies’ first choice when advertising and the

profitability or increase in sales for them cannot speak for the televisions aide over the years

it has been utilized.

 FEU Diliman 52
Basic Education Department

a. Confusions are lessened — students now have greater chances to acquire products

and services they need, which is a huge relief and benefit for students who do not own

their time, all the time.

b. Their knowledge level has increased and they have practiced easier and more

efficient ways to shop.

c. More time to balance other tasks with buying due to technology’s accessibility

and its interactivity catering to any age.

d. Now able to obtain various products and services that acquire consumer interests.

e. Enables flexibility and self-paced purchasing decision

\
 FEU Diliman 53
Basic Education Department

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

This chapter presents the summary of findings gathered from the data. The conclusion

drawn from these findings and recommendations offered in the light of the findings and

conclusion.

Summary of Findings

The summary of findings discusses the particular outcomes of the study. The conclusion

covers the general results. Recommendations are made as an output of the study for future

research.

This study aimed to determine the Effectivity of Social Media Marketing vs. Television

Commercials Among ABM Students of FEU Diliman. This study was conducted for the ABM

students of FEU Diliman, wherein 95.1% of the population from sections Acceptance,

Abundance, Amity, and Altruism responded. They were selected using non-probability sampling.

The data was gathered remotely through Google Forms. The researchers compared the efficiency

of social media marketing and television commercials among ABM students using a 0.05 level

of significance. Correlational method and quantitative research are implemented, with frequency,

percentage, and ranking as the statistical tools used for the previous chapter.
 FEU Diliman 54
Basic Education Department

The findings showed an evident influence between social media marketing and television

marketing on the ABM students of FEU Diliman.

For Research Question 1, the results attained are as follows:

How effective is social media marketing compared to television commercials?

The researchers discovered that social media, whether it's product or service-based, holds

the lead over television marketing when it comes to advertising and further generating sales for

businesses. At first, there is a slight disagreement in that statement, when the respondents

resoundingly agree that television marketing influences overall marketing, compared to social

media marketing where the respondents are neutral. The business industry will always have

competition, but both marketing platforms have significant strengths. According to Proffus

(2020), social media advertising is effective at discovering specific targets, television adverts

may target a broad variety of people. Back to the question presented in the introduction, the

query is whether television monopolizes the marketing industry during the peak of mobile phone

use or whether e-marketing proves as a fast-rising instrument and a better factor when it comes

to revolutionizing the marketing industry. As indicated in chapter three, table 4, item 4.3, ABM

students of FEU Diliman strongly favor Social Media Marketing, with a weighted mean of 4.24.

These results proved that social media marketing is a superior strategy for influencing the ABM

students of FEU Diliman than television marketing.

For Research Question 2, the results attained are as follows:

How does social media marketing affect overall marketing?

 FEU Diliman 55
Basic Education Department

The respondents were neutral when asked if social media marketing affects overall

marketing, with a weighted mean of 3.59. However, it is later interpreted that the respondents

concur that social media marketing is more impactful to their preferences and purchasing

decisions, whether it's a service-based or product-based company. 77.3% of the respondents

agree that Social Media attracts more consumers when compared to another powerful marketing

platform, while 62.9% preferred this medium as generally effective in marketing. With

technology evolving, people tend to stick more to their mobile devices due to their accessibility

and versatility. As of January 2022, there were 4.55 billion social media users (sociallybuzz,

2022). Thus it should come as no surprise that the majority of respondents strongly agree that

social media has an impact on all forms of marketing.

For Research Question 3, the results attained are as follows:

How do television commercials affect overall marketing?

The respondents are more straightforward when answering if television marketing affects

overall marketing, with a weighted mean of 3.66, the respondents agree. This is especially true

for product-based company generations. On the other hand, it is neutral whether television

marketing increases sales for businesses that provide services. The coercive nature of television

marketing, which some people prefer despite the influence social media has on young customers,

makes television marketing remain a viable medium for profitability and revenue generation

because television advertising may reach a wide range of audiences. Above all, television

advertisements do not possess their former impact lower in terms of generating sales for

companies.
 FEU Diliman 56
Basic Education Department

For Research Question 4, the results attained are as follows:

Do students use their purchasing power after catching sight of social media advertisements?

Table 2 of Chapter 3's item 2.4 shows that students agree with the statement that they use

their purchasing power after catching sight of social media advertisements with a frequency of

4.08. Specifically, 45.4% of students agreed with this while 2.1% disagreed. To sum it up, the

answer to this query is an unequivocal yes.

For Research Question 5, the results attained are as follows:

How frequently do students view advertisements from social media and television commercials?

As identified in the results and discussion section, more than 64% of the average student's

free time per year is spent viewing advertisements on social media and in television

commercials. It is social media that takes up most of that percentage which accounts for students'

infrequent viewing of television channels. Specifically, their social media screen time ranges

from 1-15 hours a day according to the respondents.

Conclusions

The results of the interpreted data using the Liktert scale show that the sample base (SHS

Students) find that social media marketing heavily influences their preferences and purchasing

decision, while television, though remains a viable medium to reach a wide audience, is less

preferred than social media marketing. Thus, social media is found to be more effective than

television as a means to increase sales and interest towards a given product offering.
 FEU Diliman 57
Basic Education Department

Furthermore, almost half of the respondents agreed to the sentiment that upon seeing a

social media advertisement, they use their purchasing power, with a frequency of 4.08 under the

Likert Scale. This states that social media advertisements are more likely to gather customers

compared to other mediums of marketing, such as television.

In conclusion, upon the analysis between e-marketing and television commercials, while

both remain a viable medium to market a product offering. The effectiveness of e-marketing

among a relatively young sample base (aged 16 to 19) provides more advantages like increased

likelihood of a purchase and wider audience reach, especially when compared to older mediums

of marketing like television.

Eidetic Insights

1. The majority of respondents prefer social media over broadcast media because of its

interactive and accessible features. Consumers gain more brand awareness on social

media markets thanks to product reviews from previous customers and micro influencers.

Shopping online also provides an advantage to customers because of its wide range of

products and prices.

2. Digital campaigning and content creation are more appealing to students than

advertisements seen on television. Social media allows brands to market their products

with much more creativity. Unlike broadcast media, where limitations should be met.

3. Due to the pandemic and advancement of technology, the respondents claim to have

experienced a switch in lifestyle where television is not what people use for
 FEU Diliman 58
Basic Education Department

entertainment anymore. For this reason, they favor social media as an effective medium

for marketing.

4. The researchers found that the majority of respondents utilize social media for shopping

as we move into a new digital age. As a result, social media marketing is more efficient

since more people are using the internet and also because ads are more accommodating to

the audiences’ brands cater to.

5. Marketing is believed to be efficient where most of the consumers are. Everyone, no

matter what age, has access to social media; most of the respondents believe that

nowadays, social media has a larger audience than broadcast media.

Symbolism
 FEU Diliman 59
Basic Education Department

Businesses are willing to try any type of marketing approach that might give them an

edge because the consumer market is expanding and has plenty of discretionary income.

Therefore, for a company whose main marketing approach has been traditional ads, switching

from television to social media platforms can be a perilous change. Numerous connections and

interactions between social media and television have given rise to the concept of social

television, a new digital communication technology that focuses on real-time interaction with

digital media seen on television. The goals of social marketing and TV commercial marketing

are totally different. For the most part, commercial marketers do this in order to profit

financially. Social marketers try to change people's behavior, usually for the betterment of the

group or society. Social Media Marketing and Television advertising both increase consumer

awareness, which eventually increases sales. Both have a strategy in place to market a service or

product. They need a plan. A plan is necessary to ascertain whether your brand is connected to

marketing or advertising.

Implications

1. The study implies that ABM students of FEU Diliman spend their time more in front of

their gadgets and smartphones than in front of an older mainstream platform, the

television. One can also imply that the students’ attention is automatically drawn to

products and services that are unique to their tastes and those that are appealing to the

eyes.

2. The marketers/advertisers are given the privilege to navigate their way through the new

normal with the present study. Implications were Social Media Marketing certainly holds
 FEU Diliman 60
Basic Education Department

the leverage against broadcast media marketing in the contemporary times. On the other

hand, implications for them as the marketers are those that say they can slowly detach

from focusing on televised marketing and gradually turn the attention and the heads of

consumers to the more widely used and recognized platforms these days.

3. The results generated implication/s to companies/producers that while advertising and

marketing their products and services are still the way to go, they would now have to be

vigilant and wise in formulating where they can market and at the same time, reach the

target number of people in the feasibility studies.

Recommendations

The following are recommendations of the researchers of this study for the beneficiaries of the

“Effectivity of Social Media Marketing vs. Television Commercials Among ABM Students of

FEU Diliman”.

1. Advertisers are recommended to implement effective, updated strategies for the

consumers and to further improve social media marketing as it is now replacing televised

advertising as of this research’s data collection results.

2. The researchers advise small and medium-sized enterprises to conduct market analysis

based on the findings of this study, as they usually rely on manual means to appeal to

potential consumers. But while this may work, younger consumers will prefer updated

and modern means of marketing.

3. It is recommended that young adults, especially students, have awareness on

advertisements they encounter with and eventually the products/service they consume.
 FEU Diliman 61
Basic Education Department

Malicious advertising is not new and presents itself as normal advertising, that is why it is

important that younger consumers should be made aware of what they want to purchase.

4. The Department of Trade and Industry (DTI) will benefit from this research and is

recommended to reference this study to update their current services and be

well-informed of the wants and needs of young consumers.

5. Lastly, future researchers are recommended to further expound on this study even with

ample resources, since the market will never stay stagnant, and therefore its beneficiaries

must always be up to date with it. Similar studies in the future are recommended by the

researchers of this group, as well.

 FEU Diliman 62
Basic Education Department

BIBLIOGRAPHY:

5 Easy Ways to Target Teens in Marketing. (n.d.) The Logo Company. Retrieved November 29,

2022, from https://thelogocompany.net/5-easy-ways-to-target-teens-in-marketing/

5 Consumer Behavior Theories Every Marketer Should Know. (2022, July 29). Ohio University.

https://onlinemasters.ohio.edu/blog/consumer-behavior-theories-every-marketer-should-

know/
Boshnjakoska, R. (2022, August 5). Latest Social Media Marketing Statistics in 2022 [Updated].

https://review42.com/resources/social-media-marketing-statistics/

Bowden, J. (2014, March 17). The Impact of Social Media Marketing Trends on Digital

Marketing.

https://www.socialmediatoday.com/content/impact-social-media-marketing-trends-

digital-marketing

Chougale, P. (2019, April 21). Television Ads vs Social Media Marketing. Which one should you

choose? https://www.linkedin.com/pulse/television-ads-vs-social-media-marketing-

which-one-should-chougale

Denscombe, M. (2010). The good research guide for small-scale social research projects. (4th

ed.). Open University Press.

Durante, J. (2021, March 12). Three Reasons You Should Be Advertising On Social Media In

2021.

https://www.forbes.com/sites/forbesagencycouncil/2021/03/12/three-reasons-you-should
 FEU Diliman 63
Basic Education Department

be-advertising-on-social-media-in-2021/?sh=4537bf723f52

Ejim, E. (2022, November 1). What Are the Disadvantages of TV Advertising? https://www.wise-

geek.com/what-are-the-disadvantages-of-tv-advertising.htm

Kontos, T. & Bomba, M. (2021, October, 17). Impact of TV ads on consumer demand.

https://conjointly.com/blog/tv-ads-impact-on-price-elasticity/

Oza, H. (2018, April 11). 10 Pros And Cons Of Social Media Marketing In Mobile App

Development. https://customerthink.com/10-pros-and-cons-of-social-media-marketing-in-

mobile-app-development/

Pahwa, A. (2022, May 7). What Is Television Advertising? – Importance, Types, Examples.

https://www.feedough.com/television-advertising-definition-types-examples/

Youth Marketing: Explore the Strategy of Youth Marketing. (2020, December 1). Marketing

Schools. https://www.marketing-schools.org/types-of-marketing/youth-

marketing/#section-
 FEU Diliman 64
Basic Education Department

APPENDIX A

Interview Protocol

Study Name: Social Media Marketing and Television Commercials Effectivity Among ABM

Students of FEU Diliman

Date of Interview: November 21, 2022

Interview Questions:

1. Student Number:

2. Grade level and Section:

3. Age:

4. Gender

5. How much time do you spend on social media?

6. Which social media platform do you use most often in a day?

7. What social media platform has the most appealing advertisements?

8. Which social media platform convinces you to use your purchasing power via ads?

9. Does social media marketing affect overall marketing?

10. Does SMM generate more sales for a product-based company?

11. Does SMM generate more sales for a service-based company?

12. How interactive and accessible is SMM for consumers?

13. Do students use their purchasing power after catching sight of SM advertisements?

14. How impactful is SMM to students regarding their preferences and purchasing decisions?
 FEU Diliman 65
Basic Education Department

15. Do you often view advertisements shown in social media

16. How much time do you spend watching television channels e.g. ABS-CBN, GMA, AllTV?

17. Which television channel do you watch most often?

18. Which television channel has the most appealing advertisements?

19. Do advertisements on television convince you to use your purchasing power? - If yes, on which

channel?

20. Does television marketing affect overall marketing?

21. Does TVM generate more sales for a product-based company?

22. Does TVM generate more sales for a service-based company?

23. How interactive and accessible is TVM for consumers?

24. How impactful are television advertisements to students regarding their preferences and

purchasing decisions?

25. How impactful is TVM to students regarding their preferences and purchasing decisions?

26. Do you often view advertisements shown in televisions?

27. Do you think social media marketing is more effective than TV commercials?

28. Which platform affects your purchasing power?

29. Which platform do you use most often in a day?

30. Which platform do you think is more effective in selling a product?

31. Which medium generates better ads?

32. Which medium do you think attracts more consumers?

33. ​If you were to choose between the effectiveness of social media marketing and TV commercials,

which would you prefer? Why?

 FEU Diliman 66
Basic Education Department

APPENDIX B

Informed Consent Form

Date: November 21, 2022

Study Name: Social Media Marketing and Television Advertisement Effectivity on ABM Students

of FEU Diliman

Learning

Researchers:

Dela Cruz, Lydith Shem Ragasa, Carlo

Barnedo, Czynnie Romanillos, Shaina

Llorente, Marielle Alexa

 FEU Diliman 67
Basic Education Department

Purpose of the Research: The study is conducted with the objective of learning which online

platforms capture their attention and actually help companies generate sales.

What you will be asked to do in the research: Given that a person agrees to participate in the

said study, we will be asking them to join a browser questionnaire where in the questions are

deemed preference-based and are opinionated to answer.

Risks and Discomforts: The participants will be asked questions about academic life during the

pandemic therefore, there may be sensitive information and/or topics they may open. The

researchers advise and highly encourage the participants to share only what is loose to their

feelings.

Benefits of the Research and benefits to you: The study aims to shed light on which medium is

the best marketing tool for business owners and entrepreneurs. By understanding consumers'

needs and preferences, we can assist business owners and entrepreneurs in being on top of the

marketing game. This would also help businesses cater to their customers' needs.

Voluntary Participation: Participation in the study is completely voluntary. The participants

will have the freedom and right to withdraw should he/she feel any discomfort.
 FEU Diliman 68
Basic Education Department

Withdrawal from the Study: The participants have the freedom to withdraw from the study at

any time, for any reason, if they so choose. If the participant should wish to withdraw from the

study, all of the data associated with them will immediately be emitted to the
 FEU Diliman 69
Basic Education Department

APPENDIX C

Informed Consent

I agree to participate in a study entitled, Social Media Marketing and

Television Commercials Effectivity Among ABM Students of FEU Diliman. The purpose of

this document is to specify the terms of my participation through being interviewed.

1. I have been given sufficient information about this research project. The purpose of my

participation as an interviewee in this project has been explained to me, and it is clear.

2. My participation as an interviewee in this project is completely voluntary. There is no

explicit or implicit coercion whatsoever to participate.

3. Participation involves being interviewed by researchers from FEU Diliman Senior High

School. The interview will last for approximately 5-25 minutes. I allow the researchers to

take written notes during the interview. I also may allow the recording of the interview. It

is clear to me that in case I do not want the interview to be recorded, I am, at any point in

time, fully entitled to withdraw from participation.

4. I have been given the explicit guarantee that, if I wish so, the researcher will not identify

me by name or function in any reports using information obtained from this interview,

and that my confidentiality as a participant in this study will remains secure.

 FEU Diliman 70
Basic Education Department

Participant’s Signature:

Researcher’s Signature:
 FEU Diliman 71
Basic Education Department

CURRICULUM VITAE

DELA CRUZ, LYDITH SHEM

1550 DMG, Mandaluyong City

09153683420

202150022@feudiliman.edu.ph

EDUCATIONAL BACKGROUND

SECONDARY

FEU Diliman (Senior High School)

2021 - Present

Integrated Montessori Center (Junior High School)

2017 - 2021

PRIMARY
Fulbright Science School
2009 - 20
 FEU Diliman 72
Basic Education Department

CURRICULUM VITAE

BARNEDO, CZYNNIE A.

0908 Purok 4 Tiaong Loob Guiguinto

Bulacan

+63 927 544 9156

202150280@feudiliman.edu.ph

EDUCATIONAL BACKGROUND

SECONDARY

FEU Diliman

2021 - Present

PRIMARY

Caloocan Adventist Elementary School

2010 – 2016

Baesa Adventist Academy

2016 – 2021
 FEU Diliman 73
Basic Education Department

CURRICULUM VITAE

LLORENTE, MARIELLE ALEXA

10 - D Rosalia Compound Barangay Culiat, Tandang

Sora Quezon City

09395714243

manabatjulian29@gmail.com

EDUCATIONAL BACKGROUND

SECONDARY

FEU Diliman (Senior High School)

2021 - Present

PRIMARY

Holy Family School Inc.

2011 - 2017
 FEU Diliman 74
Basic Education Department

CURRICULUM VITAE

RAGASA, CARLO

Quezon City, West Fairview

20170494@feudiliman.edu.ph

EDUCATIONAL BACKGROUND

SECONDARY

FEU Diliman (Junior & Senior High School)

2017 - Present

PRIMARY

Philippines International English School (P.I.E.S)

2011 - 2016
 FEU Diliman 75
Basic Education Department

CURRICULUM VITAE

ROMANILLOS, SHAINA MAGNE

1008 Simacor Mansion, Magsaysay Blvd., Sta. Mesa,

Manila, Philippines

+639388629155

201951247@feudiliman.edu.ph

EDUCATIONAL BACKGROUND

SECONDARY
FEU Diliman (Junior & Senior High School)
2018 - Present
PRIMARY
Montfort Technical Institute
(2010-2014)
Sta. Ana Elementary School
(2014-2017)

Juan Sumulong Memorial Junior

College
(2017-2018)
Casimiro A. Ynares Senior
Memorial National High School