Effectiveness of emotional advertisements of McDonals among senior citizens in selected areas of Cavite / by Jann Axel M. Mananquil and Kathlene Pearl C. Villanueva.

By: Mananquil, Jann Axel M [author]Contributor(s): Villanueva, Kathlene Pearl C [author] | Cubillo, Danikka A [adviser]Material type: TextTextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2016. Description: xii , 47 pages : illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeSubject(s): Advertising -- Evaluation | Advertising -- Food | McDonald's Corporation | Bachelor of Science in Business Management -- Marketing ManagementDDC classification: 659.104 Online resources: Click here to view thesis abstract and table of contents Production credits: College of Economics, Management and Development Studies (CEMDS), Department of ManagementAbstract: MANANQUIL, JANN AXEL M., VILLANUEVA, KATRLENE PEARL C. EFFECTIVENESS OF EMOTIONAL ADVERTISEMENT OF MCDONALDS AMONG SENIOR CITIZENS IN SELECTED ARES OF CAVITE. Undergraduate Thesis, Bachelor of Science in Business Management. Cavite State University, Indang Cavite. April 2016. Adviser: Danikka A. Cubillo. This study was conducted in order to determine the effectiveness of emotional advertisement of McDonalds among senior citizens in selected areas of Cavite. Specifically, the study aimed to: 1) determine the socio demographic profile of senior citizens; 2) determine the elements of emotional advertisement; 3) identify the level of effectiveness of emotional advertisement in terms of ad awareness, ad recall, and ad likeability; and 4) determine the relationship of demographic profile and level of effectiveness of emotional advertisement in terms of ad awareness, ad recall, and ad likeability; 5) identify the relationship of socio demographic profile and elements of emotional ads. Data were collected with the use of survey questionnaires. Participants of the study were focused only to the senior citizens of selected areas of Cavite. Weighted mean, percentage, standard deviation, and Spearman Rank Correlation Coefficient were computed to analyze the data. Results showed that among senior citizens, McDonalds TV emotional advertisement is highly effective. Moreover, the researchers also conclude that ad awareness, ad recall, and ad likeability greatly affect their emotional encouragement upon watching the emotional advertisement. There is no significant relationship between socio demographic profile and ad recall and ad likeability. Meanwhile, there is a significant relationship between ad awareness and sex. This declares that women pay more attention on the advertisement. There is no significant relationship between socio demographic profile and elements of emotional advertisements.
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Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library
Theses Section
Non-fiction 659.104 M32 2016 (Browse shelf(Opens below)) Room use only T-8435 00011915

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

MANANQUIL, JANN AXEL M., VILLANUEVA, KATRLENE PEARL C. EFFECTIVENESS OF EMOTIONAL ADVERTISEMENT OF MCDONALDS AMONG SENIOR CITIZENS IN SELECTED ARES OF CAVITE. Undergraduate Thesis, Bachelor of Science in Business Management. Cavite State University, Indang Cavite. April 2016. Adviser: Danikka A. Cubillo.
This study was conducted in order to determine the effectiveness of emotional advertisement of McDonalds among senior citizens in selected areas of Cavite. Specifically, the study aimed to: 1) determine the socio demographic profile of senior citizens; 2) determine the elements of emotional advertisement; 3) identify the level of effectiveness of emotional advertisement in terms of ad awareness, ad recall, and ad likeability; and 4) determine the relationship of demographic profile and level of effectiveness of emotional advertisement in terms of ad awareness, ad recall, and ad likeability; 5) identify the relationship of socio demographic profile and elements of emotional ads. Data were collected with the use of survey questionnaires. Participants of the study were focused only to the senior citizens of selected areas of Cavite. Weighted mean, percentage, standard deviation, and Spearman Rank Correlation Coefficient were computed to analyze the data. Results showed that among senior citizens, McDonalds TV emotional advertisement is highly effective. Moreover, the researchers also conclude that ad awareness, ad recall, and ad likeability greatly affect their emotional encouragement upon watching the emotional advertisement. There is no significant relationship between socio demographic profile and ad recall and ad likeability. Meanwhile, there is a significant relationship between ad awareness and sex. This declares that women pay more attention on the advertisement. There is no significant relationship between socio demographic profile and elements of emotional advertisements.

Submitted to the University Library August 31, 2017 T-8435

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