Sample Chapter

Advertising communicates and influences people. It encourages, persuades and manipulates the viewers, readers and listeners or even groups. It drives the behavior of consumers’ tastes and desires in choosing particular product and services. Advertising happens in many different ways. But most of the products were advertised on television because of its various senses being practiced. And in that matter the audience will be able to learn and inform more easily. Advertisers use many different techniques to get people to notice there adverts.

Some advertisements used the popularity of a person, for example, they tend to hire artist for endorsing products so that viewers will easily fall to grab the said product. Television advertisement has a great impact when it comes to decision making and lifestyle of the students of the University of Batangas. They really choose the product that is fit and acceptable to their taste. Sometimes patronizing and endorsing can also change their choices of product and services. Some students tend to buy the product being patronize for them to recognize the group and strengthen the sense of belongingness.

These observations are based on the survey conducted to undertake the present study. Every individual is easily attracted to those colorful advertisements on TV showcasing their products, companies, etc. , trying to capture viewers and infecting their minds into buying their product and services. It gives familiarity to an individual and it provides information about the product and services they can offer with their own advertising strategies into selling to the market. People are usually led astray by these advertisements forcing them to purchase wants which are not very necessary.

In this study, the researchers have focused on shampoo advertising. They use celebrities to fuel aspirations among potential users and would simply start with graphic portrayals of shiny lustrous hair with the brands catchline which is used to emphasize the look and health of hair due to the nourishing action of Pro V. The stress, as always, was on the product and the crucial “moment of confirmation”, where the visuals show damaged hair being rendered healthy and shiny through shampoo usage. Advertising that is creatively executed helps the brand to break the clutter

and build strong impact in the target market. It is very obvious that the products under competition have similar function and benefits but it should still have differences which can give the consumer a satisfaction and an aid to stay and buy the product. And they have different ways how their product will communicate to the public. Selected shampoo advertisements such as Pantene, Palmolive, Sunsilk and Rejoice are the main attention of this study since these are the brands mostly aired on television.

The researchers have come up with the study because they believe that shampoo advertisements should be given consideration since it really brings an intensive impact to the society. Theoretical Framework The re-conceptualizing of the audience is clearly articulated in uses and gratifications theory. This study is anchored on the uses and gratification theory of Katz, E (1959) that deals with the effect of people on the media. The theory describes mass communication, as it provides an approach that is audience-centered. It deals with how and why people adopt specific media to satisfy their needs.

The theory places more focus on consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people. ” It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audience is responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers’ gratification.

For example, television advertise a particular product the viewer/s consumer will have an idea about it and the tendency to buy and the quality of advertisement will excel by the means of how percent of people patronize the products. . In this theory states the benefits of one to another. Statement of the Problem This research aimed to assess the implications of selected shampoo advertisements on the buying behavior of AB students of the University of Batangas. Specifically, the research sought to answer the following questions: 1. What is the profile of the respondents in terms of following: 1. 1. age; 1.

2. course; 1. 3. year level; and 2. What are the shampoo brands bought by the respondents? 3. How often do the respondents buy the shampoo brands? 4. How often are the respondents exposed to television shampoo commercials? 5. To what extent do the shampoo advertisements affect the respondents’ buying behaviour? Significance of the Study Today, a large number teenagers and student with various group, gender, educational level are seeing advertisement on various television medium and on habits, living has a broader impact. Thus, the researcher believed that after this study the student will be able to; a.

Recognize how television advertisement affects their social interaction with their group, b. Educate and gain deeper understanding of advertising consequences and effects, c. Know the relevance of advertising in shaping the society To the future researcher – the result of this study would provide them the relevant information needed in accomplishing future studies and concerns. Scope, Limitation and Delimitation of the Study This study encompasses the entire range implications of selected shampoo advertisements on the buying behavior of Female AB students of the University of Batangas, AY 2013-2014.

It also focuses on identifying the profile of the respondents as regard to their age, gender, course, year level and monthly family income; the shampoo brands commonly bought by the respondents; how frequent the respondents buy shampoo; how often are the respondents exposed to television shampoo commercials; and the extent of shampoo commercials that affect the respondents’ buying behavior as consumers in terms of brand’s popularity, endorser’s influence, price of the shampoo brand, package design of the shampoo brand, message presented by the advertisement, advertisement’s creative execution and presence of values,

attitudes, and lifestyles of the audience. This research study consisted of 126 respondents from AB students of the University of Batangas. It intended to evaluate and scrutinize the results of the respondents from the items raised in the researcher-made questionnaire. This study is limited to the response of the viewers on shampoo advertisements and its involvement to the respondents. On the other hand, the researchers did not incorporate the other television advertisement, but rather concentrated or focused on shampoo advertisements.

It did not also include the technical aspects of advertising in its broad meaning. Definition of Terms To ensure better understanding of the study, the following terms were defined according to their textual and optional meaning; Advertisement – This pertains to something (such as a short film or a written notice) that is shown or presented to the public to help sell a product or to make an announcement. Attitude – This refers to a learned tendency to behave in a consistently favorable or unfavorable manner with respect to a given object, idea, person, or situation.

Buying behavior – (also known as consumer behavior) is the process involved when individuals or groups select, purchase, use, or dispose of products or services, ideas, or experiences to satisfy needs and wants. Brand – This refers to the name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers. Consumers – This is a person or group of people, such as a household, who are the final users of products or services.

The consumer’s use is final in the sense that the product is usually not improved by the use Creative execution – This refers to the manner in which an advertising appeal is carried out or presented. A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. Endorser – This is a person who may or may not be users of a particular product or service that may lend their names to advertisements for such products or services for a fee. Lifestyles – This pertains to the

non-demographic characteristics of people when describing their behavior, such as recreational habits. Value – These are shared beliefs among group members as to what behaviors are desirable and non-desirable. Television – TV, the abbreviation for television is a telecommunication device used to transmit moving visual media. It became popular in the mid-twentieth century as a medium for entertainment. “TV” may also refer to the physical device. Televisions are used to view various subscription based programming, movies (via an additional media player), and recent models can also be used as computer monitors.

Television advertisement – This refers to the use of commercial advertisements as a means of promoting a company’s products or services through the television. It can be done on cable TV, national TV or the local stations. The concept behind it is to bring advertising commercials, production and campaigns to TV viewers in between their favourite programs as this is set to get their attention. Successful TV advertising is witty, thoughtful short and straight to the point.