The World wide web as an advertising medium of firms in Cavite /
Panganiban, Janneth P.
The World wide web as an advertising medium of firms in Cavite / by Janneth P. Panganiban. - Indang, Cavite, Cavite State University- Main Campus, 2006. - xi, 37 pages : illustrations ; 28 cm.
Thesis (B.S.B.M.--Marketing) Cavite State University
Includes bibliographical references.
College of Arts and Science (CAS) College of Arts and Science (CAS)
PANGANIBAN, JANNETH PAGKALIWANGAN. The World Wide Web as an Advertising
Medium of Firms in Cavite. B.S. Thesis. Bachelor of Science in Business Management, major in
Marketing. Cavie State University, Indang, Cavite. April 2006.Adviser: Dr. Luzviminda A Rodrin.
The study was conducted utilizing 51 firms in Cavite. The study aimed to describe the profile of
firms engaged in web advertising in Cavite, determine the forms of web advertising used by the firms,
determine the characteristics of web advertising used by the firms in Cavite, determine the cost incurred
by the firms in web advertising, determine the effect of web advertising to the number of customers and
sale, and determine the problems encountered in web advertising.
The data that were used in the analysis came from primary as well as secondary sources.
Descriptive statistical tools were used in analyzing the data gathered and were presented and analyzed
through the use of frequency count, mean, range, percentage and ranking.
Majority of the firms engaged in web advertising were corporate forms of business and in
existence for 1 to 15 years. Also, majority of the firms were Filipino owned and 80 percent of the firms
engaged in web advertising had 100 percent Filipino owned equity. Forty-eight percent of the firms used
web advertising for 1 to 3 years and 33 percent used web advertising for 4 to 6 years.
Advertising, customer support, technical assistance, and recognition were the most frequently
cited objectives of the company for establishing and maintaining website. Aside from website, 73 percent
of the firms used paid links, banner ads and target ads as web advertisements.
Majority of the characteristics of the banner ads, paid links and target ads used by the firms was
created by their own Management Information System.
Exposure model or flat fee model is the most common method used in pricing the web placement
with 85 percent of the firms. Sixty one of the firms spent PhP4,000 to PhP 13, 199 in maintaining website
annually and also 61 percent of the firms spent PhP5,000 to P18, 999 in web advertisement in the year
2005. The 36 percent of the firms revealed that they spent 9 to 14 percent of promotional budget for web
advertising.
Ninety-two percent of each of the firms revealed that there was an increase in the number of
customers and in sales due to web advertising.
The firms of 14 towns of Cavite have set up Web sites - cyberspace locations for net surfers to
land on, visit, explore, and with which they can interact. The Web's potential as an advertising medium is
the basis of this study. And as they established and maintained web advertising 92 percent of each of the
firms revealed that there was an increase in the number of customers and in sales.
Nine common problems were encountered by firms in Web advertising. The number one problem
mentioned by the respondents in Web advertising was hard to update company address and telephone
numbers when Internet connection or telephone number of the company was changed.
Advertising--World wide web.
659.1 / P19 2006
The World wide web as an advertising medium of firms in Cavite / by Janneth P. Panganiban. - Indang, Cavite, Cavite State University- Main Campus, 2006. - xi, 37 pages : illustrations ; 28 cm.
Thesis (B.S.B.M.--Marketing) Cavite State University
Includes bibliographical references.
College of Arts and Science (CAS) College of Arts and Science (CAS)
PANGANIBAN, JANNETH PAGKALIWANGAN. The World Wide Web as an Advertising
Medium of Firms in Cavite. B.S. Thesis. Bachelor of Science in Business Management, major in
Marketing. Cavie State University, Indang, Cavite. April 2006.Adviser: Dr. Luzviminda A Rodrin.
The study was conducted utilizing 51 firms in Cavite. The study aimed to describe the profile of
firms engaged in web advertising in Cavite, determine the forms of web advertising used by the firms,
determine the characteristics of web advertising used by the firms in Cavite, determine the cost incurred
by the firms in web advertising, determine the effect of web advertising to the number of customers and
sale, and determine the problems encountered in web advertising.
The data that were used in the analysis came from primary as well as secondary sources.
Descriptive statistical tools were used in analyzing the data gathered and were presented and analyzed
through the use of frequency count, mean, range, percentage and ranking.
Majority of the firms engaged in web advertising were corporate forms of business and in
existence for 1 to 15 years. Also, majority of the firms were Filipino owned and 80 percent of the firms
engaged in web advertising had 100 percent Filipino owned equity. Forty-eight percent of the firms used
web advertising for 1 to 3 years and 33 percent used web advertising for 4 to 6 years.
Advertising, customer support, technical assistance, and recognition were the most frequently
cited objectives of the company for establishing and maintaining website. Aside from website, 73 percent
of the firms used paid links, banner ads and target ads as web advertisements.
Majority of the characteristics of the banner ads, paid links and target ads used by the firms was
created by their own Management Information System.
Exposure model or flat fee model is the most common method used in pricing the web placement
with 85 percent of the firms. Sixty one of the firms spent PhP4,000 to PhP 13, 199 in maintaining website
annually and also 61 percent of the firms spent PhP5,000 to P18, 999 in web advertisement in the year
2005. The 36 percent of the firms revealed that they spent 9 to 14 percent of promotional budget for web
advertising.
Ninety-two percent of each of the firms revealed that there was an increase in the number of
customers and in sales due to web advertising.
The firms of 14 towns of Cavite have set up Web sites - cyberspace locations for net surfers to
land on, visit, explore, and with which they can interact. The Web's potential as an advertising medium is
the basis of this study. And as they established and maintained web advertising 92 percent of each of the
firms revealed that there was an increase in the number of customers and in sales.
Nine common problems were encountered by firms in Web advertising. The number one problem
mentioned by the respondents in Web advertising was hard to update company address and telephone
numbers when Internet connection or telephone number of the company was changed.
Advertising--World wide web.
659.1 / P19 2006