Advertising techniques and exposure to viral commercials and the buying behavior of selected housewives in Brgy. San Agustin, Trece Martires City, Cavite / by Queenielyn I. Rodaje and Kristenz Ann B. Pegenia.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2019.Description: xiii, 61 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 659.1  R61 2019
Online resources: Production credits:
  • College of Arts and Sciences (CAS), Department of Languages and Mass Communication
Abstract: PEGENIA, KRISTENZ ANN B. and RODAJE, QUEENIELYN I. Advertising Techniques and Exposure to Viral Commercials and the Buying Behavior of Selected Housewives in Brgy. San Agustin, Trece Martires City, Cavite. Undergraduate Thesis. Bachelor of Arts in Journalism. Cavite State University, Indang, Cavite. June 2019. Adviser: Prof. Ruby A. Manaig. This study was conducted in Barangay San Agustin, Trece Martires City, Cavite. Barangay San Agustin. The general purpose of the study was to analyze and determine the exposure and buying behavior of selected housewives as well as the advertising techniques used in viral commercials. Specifically, the study aimed to determine the level of exposure of selected housewives on viral commercials, determine the advertising techniques used on viral commercials as perceived by the selected housewives, determine the buying behavior of participants towards products or services in the viral commercials and determine the relationship between the advertising techniques to the buying behavior of selected housewives. The main participants of the study were 140 housewives of Barangay San Agustin who were chosen purposively. Descriptive method of research with quantitative approach was used to gather data. Survey questionnaires were given to the housewives of Barangay San Agustin. Results showed that participants had high exposure to viral commercials and they often saw the advertisement of Jollibee. Results showed that the advertising techniques used on viral commercials were repetition, claims, association, bandwagon and promotion. These types of advertising techniques were appealing to the participants. Results also showed that the buying behavior of the participants towards products or services in the viral commercials was effective. Further, results also revealed that there was a significant relationship between the advertising techniques used on viral commercials and the buying behavior of the selected housewives in Barangay San Agustin, Trece Martires City, Cavite.
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Thesis (Bachelor of Arts in Journalism) Cavite State University.

Includes bibliographical references.

College of Arts and Sciences (CAS), Department of Languages and Mass Communication

PEGENIA, KRISTENZ ANN B. and RODAJE, QUEENIELYN I. Advertising Techniques and Exposure to Viral Commercials and the Buying Behavior of Selected Housewives in Brgy. San Agustin, Trece Martires City, Cavite. Undergraduate Thesis. Bachelor of Arts in Journalism. Cavite State University, Indang, Cavite. June 2019. Adviser: Prof. Ruby A. Manaig.

This study was conducted in Barangay San Agustin, Trece Martires City, Cavite. Barangay San Agustin. The general purpose of the study was to analyze and determine the exposure and buying behavior of selected housewives as well as the advertising techniques used in viral commercials.

Specifically, the study aimed to determine the level of exposure of selected housewives on viral commercials, determine the advertising techniques used on viral commercials as perceived by the selected housewives, determine the buying behavior of participants towards products or services in the viral commercials and determine the relationship between the advertising techniques to the buying behavior of selected housewives.

The main participants of the study were 140 housewives of Barangay San Agustin who were chosen purposively. Descriptive method of research with quantitative approach was used to gather data. Survey questionnaires were given to the housewives of Barangay San Agustin.

Results showed that participants had high exposure to viral commercials and they often saw the advertisement of Jollibee.

Results showed that the advertising techniques used on viral commercials were repetition, claims, association, bandwagon and promotion. These types of advertising techniques were appealing to the participants.

Results also showed that the buying behavior of the participants towards products or services in the viral commercials was effective.

Further, results also revealed that there was a significant relationship between the advertising techniques used on viral commercials and the buying behavior of the selected housewives in Barangay San Agustin, Trece Martires City, Cavite.


Submitted to the University Library 07/04/2019 T-8192

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