SARAP MAGBAGO AD CAMPAIGN AND CONTRIBUTION TO ITS IMAGE AS ORGANIZATION

7/28/2019 SARAP MAGBAGO AD CAMPAIGN AND CONTRIBUTION TO ITS IMAGE AS ORGANIZATION

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CHAPTER 1

BACKGROUND OF THE STUDY AND ITS PROBLEM

This chapter explains and explores the various concepts, as well as the problem and the

rationale, which serve as the background of this research study. It also provides the problem

statement, the studys significance, the limits set by the researchers, and the important

terminologies used.

Introduction

...Its what you want to convey about yourself, your business, your product, your

work ethics, and your professionalism combined with the strategy youve developed toreach the target audience

- Klein, K.E. (20 December 2006)

An image of organization or a company as what Klein (2006) mentioned on her article in

Business week that anything that sticks to the minds of potential audience. An image does not

only cover logos, emblems, taglines, advertisements, websites, and the like, but it also

supplements to the corporate culture established inside and outside the organization, including its

products, rooted principles, ethics, and professionalism in line with the skills developed in

reaching the target audience.

In order for an organization to succeed on delivering its message, tools and tactics must

be used. As one of the recognized communication technique, campaign in general is described as

the message content which undergoes several processes and directed by certain intention and

will. Message is what communicators share and exchange in communication process. Hence, the

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researchers found out that the said campaign is worth to be studied, explain, understand,

interpret, analyze, and evaluate deeply via television and print advertisements in order to

determine its contribution to the image of the organization itself.

As an advertising campaign, Pepsi-Cola Products Philippines (PCPPI) launched the Sarap

Magbago campaign on late 2009. It was broke out into series of television advertisements which

features their product in line with the description of aforementioned campaign. The slogan of the

advertising campaign Sarap Magbago, Sarap MagPepsi was achieved its recognition from

people as it is posted on the signages and posters in some stores, establishments, wall, and other

public places. The said print ads are still in line with their advertising campaign. This study will

determine its role in the image of Pepsi as organization to its market.

In late 2009, the campaign was launched to the public by airing a 30-seconder animation

television commercial. On the succeeding years, advertisements related to the campaign used

humoristic and funny approaches as what reflected on their television commercials. On 2011,

their advertisement Pepsi sa Akin ang Pinas was introduced which features the 1980s

Philippine Movies with a glimpse of introduction of their new product Pepsi Pinas (Pepsi Blue

in other countries). One TV Commercial which introduces Pepsi as distinct among other cola

brands was introduced on early 2012 entitled Di Pwede ang Pwede na Yan. The said

advertisement persuades the target market not to be passive consumer. Around September 2012,

Pepsi Pogi, Ober sa Pogi TVC was launched to the public. It previews change as it features its

new product Pepsi Pogi.

Until now, Pepsi continue to use their advertisement Sarap Magbago. As Cathy Mata,

PCPPI Marketing Officer said that the main targets of the said advertising campaign are the

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teenagers. Moreover, this campaign also describes their innovation to their new and upcoming

products. This 2013 midterm polls, Sarap Magbago Ad campaign also implies change among

young voters to be a catalyst for change by electing officials who are not traditional, innovative

and lift servant.

Advertising as being defined as any paid form of communication which intends to sell

and market a product, services, and ideas. Aside from that, it is also a way to put mark on a

certain brand of a product in line with the organization. As a communication tool, advertising

campaign conveys a message of branding a certain product. In order to determine its contribution

to the image of the organization, the study shall be conducted.

The American Marketing Association (AMA) defines a brand as a "name, term, sign,

symbol or design, or a combination of them intended to identify the goods and services of one

seller or group of sellers and to differentiate them from those of other sellers as cited by Lake.

She included that understanding branding is not about getting your target market to choose you

over the competition, but it is about getting your prospects to see you as the only one that

provides a solution to their problem.

"We are the beverage company of choice - preferred by consumers, tradepartners, investors and employees of the Philippines. As such, we continuously delight

them by offering quality beverages at best value, for every drinking occasion. We are a

happy team in our workplace as we build a sustainable and profitable business,providing healthy financial rewards to our shareholders and opportunities for growth

and enrichment to our business partners, employees and the communities where we

operate. We are guided by our core values of Passion, Excellence, Professionalism,Service and Integrity."

This is the Mission and Vision of the company giving their publics the security of the

benefits that the company will provide for them. The Mission and the Vision of a company is of

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course a tool for branding. It can be compared to the first speech freshmen will speak to his

newly met classmates. This is like the immediate impression the company can give to their

publics aside from their service or product. Few words can indeed speak for a whole complex

company that is why the mission and vision of an organization is well thought off that it will take

a lot of studies before it will be passed and be official.

The question will be why Pepsi Sarap Magbago? Is it relevant?

As cited in 2TradeAsia AC Nielsen ranked Pepsi Cola Products Philippines Inc. (PCPPI)

on third place on January 2008 garnering 17.3% defeated by Coca-cola with 48.4% and Cosmos

Bottlers Philippines with 23.3%. On 2011, Nielsen mentioned in Campaign Asia-Pacific that in

the Philippines Coca-Cola remained on the top one spot, while Pepsi notches down to fourth.

From those ranking, many are aware that Coca-Cola has already established its reputation

through its various communication efforts.

In this study, the researchers want to determine whether or not the campaign contributes

to image of Pepsi as an organization. Furthermore, Happiness Campaign of competitor brand

was already measured by the buying behavior towards their product as what reflected on the

ranking of cola brands. In that case, Pepsi Sarap MagBago Ad Campaign is worth to be studied

to know based on academe perspective if the aforementioned campaign really helps to build their

integrity as a company or organization. Peoples perception is immeasurable without conducting

a research.

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Statement of the Problem

General Problem Statement:

How does Pepsi-Cola Products Philippines Inc. (PCPPI) Sarap MagBago Advertising

Campaign contribute to its image as an organization?

Specific-Problem statement:

1. How do the teenagers view Pepsi-Cola Products Philippines Inc. in terms of being:

i. Brand

ii. Product

iii. Organization

2. What mass medium used by the respondents to have an access in the campaign?

3. How do the respondents perceive the campaign in terms of:

a. TV advertisements in terms of:

i. Slogan

ii. Tagline

iii. Values presented

b. Print advertisements in terms of:

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i. Slogan

ii. Tagline

iii. Values presente

4. How did the target markets perception of the Advertising campaign contents influence

their :

i. decision-making process

ii. buying behavior

5. What images created by the campaign to Pepsi among the respondents in terms of ad

theme?

Significance of the Study

This study will serve as important matter to the following matters:

1. Advertising Students This study will help them to widen their knowledge

understanding and analysis on various advertising concepts and theories, as well as,

brand management and communication campaign.

2. Academe It will substantiate the lectures deliver by advertising professors to discuss

deeply the strategies and theories in making advertising campaigns. Furthermore, this

research could also serve as a case study for their classroom discussions.

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3. Future Researchers This will enable the future researchers of the same study and

field to have a research literature that would clearly define and discuss some matters in

advertising.

4. Pepsi Cola Product Philippines Incorporated (PCPPI) Although, Pepsi is an

organization who are already conducting research regarding their actions like campaigns,

advertising, public relations and the like, this study will enable to be used as their

additional resource in their decision making related to their future advertisements,

campaign, and other related activities. It may also serve as support basis in getting the

market perception regarding their on-going campaign.

Scope and Limitations of the Study

This study will mainly concentrate in the content of the Sarap Magbago advertising

campaign including its strategies, implementation, and evaluation. The campaigns target

markets who are teenagers is also part of the coverage of the study including their views about

the said organization, their awareness, knowledge, and perception about the advertising

campaign which includes related television and print advertisements. Furthermore, it will also

discuss the image created by Sarap Magbago advertising campaign among its target publics.

This study will concentrate in the Pepsi-cola Sarap Magbago Campaign ad in television,

posters, tarpaulins, and signages. Furthermore, this study will also take into considerations some

online advertisements related to Sarap Magbago Ad Campaign.

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However, radio advertisements will not be in our scope of the study anymore.

Definition of terms

Advertising Any paid form of communication with an intent to sell products, ideas, and

services.

Advertising Campaign - It is a course of action which designed to advertise the company for

cause or a product that employs an intentional and carefully coordinated series of marketing tools

in order to reach its target audience

Brand It is the over-all characteristic of an organization that put edges on its competitor.

Brand Equity It is a process ofinterconnecting brands name, symbol, including its taglines

and communication efforts (e.g. campaign and program for an instance) that supplements to the

value provided by a product or service to a firm and/or that firms customer

Brand Image - It is a summary of audiences idea that not only focuses with the brand and its

functions but also it the meanings connected to it

Brand Management - A process of maintaining, improving, and upholding a brand so that the

name is associated with positive outcomes.

Campaign It is a form of communication tool which is in general as connected series of

operations designed to bring a particular result.

Evaluation A process of looking to the total contribution of a campaign. It is the last stage of

RACE model.

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Identity Anything that will support the image of organization.

Image It is defined as process of knowing and discovering the background of an organization.

Perception - It is a complex process which the communicants learn to select, arrange, and

interpret sensory stimulation with a conveying meaning or message.

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CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

The study, which focuses on the application of advertising principles, marketing

communication, branding, brand management and equity, and perception in line with the

contribution of Pepsi Sarap MagBago Ad Campign to the image of Pepsi as an organization,

may be considered as a pioneering research study. Nonetheless, the researchers have found

various literature and studies that are related to the study. All of these are found useful in the

formulation of concepts, ideas, and methods that serve as the foundation of this research work.

Conceptual Literature

Campaign: definition and types

In general definition, campaign describes as connected series of operations designed to

bring about particular result.

This general definition was supported by Rice & Atkin (2001) that a campaign covers

strategies for producing effects on the knowledge, attitudes, and behavior of large populations

across the a various domains , which includes outcomes in different aspects such as pro-social,

political, environment, and health. Rice & Atkin (2001) also added that campaign is a form of

public communication with a purpose to inform, persuade, and motivate behavior changes in

relatively well-defined and diverse audience for non-commercial benefits to the individuals,

society, within a definite period of time through organized communication efforts.

Salama (n.d.) , a faculty member in Suez Canal University Egypt substantiated the

given statements above by stating that campaign has imparted ideas with specific purpose and

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attempt to shape behaviors and desirable results. Meaning to say, campaign is not only content-

oriented but also a result- centered. Furthermore, Coffman (2003) said that campaigns also uses

tactics and approaches with an objective to aid individuals in order to make the world a better

place to live in.

As what Kendall (1996) added that forming a campaign is following of certain procedure.

The campaign always starts with research, proceeds with goal setting, planning, and strategy

decision s, and ends with evaluation. It is also defined as an organized, systematic, and integrated

effort to manage certain well-focuses activities with its supporting communication to attain more

results.

Grunig (1984) explained the purpose of forming the campaign to increase the audiences

perception to an issue as problems involving the hope that they will then seek more information,

developing an organized idea and do something about the issue. In other words, audience where

the campaign is targeted have to see the issue, know the problem, seek information about it, and

formulate something that could help know what they can do about the issue.

Grunig & Ipes (1984) added that communication campaign transforms the passive public

into high involvement constrained public or high involvement problem-facing public.

Definition of Campaign in Advertising Perspective

A communication tool, campaign has the power to influence its targeted audience for a

certain purpose. Advertising Campaign refers to series of action designed to advertise the

company for cause or a product that employs an intentional and carefully coordinated series of

marketing tools in order to reach its target audience. The end goal of it is to boost awareness

regarding the subject and to call for participation. (Tatum, 2003)

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Furthermore, Guinn & Semenik (2011) supported the preceded statement by defining

advertising campaign as series of coordinated advertisements that communicate a reasonably

cohesive and integrated theme about the brand. It may run for a weeks or years depending upon

the impact of advertisements on its marketing and branding.

There are two ways to deliver advertising message like an advertising campaign which

are integrated marketing communication (IMC) and traditional advertising. In traditional

advertising, mass media is being utilized. Audience uses mass media to rely on the message,

images, idea , and perspective being given by the said communication. Traditional advertising in

that sense is not a consumer centered; it doesnt look for feedback unless research is being

conducted. (Blakeman, 2011)

According to Hoffman (2007) , in forming an advertising campaign the following steps

shall be conducted. First, the advertiser should be know and learn their target market. Identifying

the target market means giving direction on the campaign. Without them, the campaign

objectives will not be realized. Second step in forming advertising campaign is to know the o

Medium in Addressing the Campaign

Rice (18981) enumerated different channels where the campaign should be sent. They are

the following:

a) Radio- Rogers et. al (1978) viewed radio as one of the most effective medium in

disseminating information. It was proven by the propagation of family planning

information in Honduras, Iran, Kenya, and Taiwan. Furthermore, one of the distinct

aspects of radio communication is the percentage message retention by the audience

ranging from 36% in Nigeria to 69% in Pakistan and from 50% to 80% in the United

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States. However, Paisley (1981) cited different difficulties in using radio specifically

in the areas of poor production radio such as technical difficulties in transmitting

radio messages, lack of program control over free broadcast time, lack of

interpersonal follow-up and programming problem.

b) Television- for the past, television is one of the main communication medium for the

elites and the urban population as time goes by, paradigm changes and television now

became a general medium to access information. Its influence cultivates peoples

attitudes and behavior. (Gerbner, nd)

c) Newspaper- as a communication medium, newspaper focuses on the segmentation of

audience, the literate public to be exact. Campaign could be addressed here in a more

informative matter rather than motivation.

Branding and Image Building and its implication in disseminating the campaign

In determining the image of organization, the term brand is one of the salient points.

One of the end-goal of organization promotion is the building of their brand to the target publics.

In that sense, it is important to know the difference between the brand, image, and identity.

Brand in general defines the organization and it set the differences between its competitors.

Kotler (1994) clearly gave the operational definition of brand as a name, term, emblem, or any

information that identifies the organizations effort.

Doyle (1998) also affirmed with Kotler (1994) statement that brand defines organization

identity and gives meaning and direction.

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Brand as an organization as Aaker (1996) said concentrates less on the product or

service itself but primarily on characteristics of the organization. These aspects (for example

innovation and quality) are created by the people, culture, values and programs of the company

and are more defiant to competitive claims. This is because it is easy to copy a product and

product features but duplicating an organization with unique people, values, and programs is

almost unworkable.

Brand image describes by Herzog (1953) as over-all impressions of the public that

receives from various sources. While, Dicther (1985) agreed with this statement as total

impression of an entity make out in the minds of others. As a support and addition to the

statements given above, image in totality defined by Levi & Glick (1973) as summary of

audiences idea that not only focuses with the brand and its functions but also it the meanings

connected to it.

Branding is one of the methods and effort to integrate the contribution of the message

brought by an organization to the public. As a process, Aaker (1991) explained that brand equity

is interconnecting brands name, symbol, including its taglines and communication efforts (e.g.

campaign and program for an instance) that supplements to the value provided by a product or

service to a firm and/or that firms customer. He also substantiated that brand awareness, quality,

set of brand dependents, and other brands private property are the dimensions required to

possess brand equity. Gaining public reputation will take a long time for a brand such as brand

loyalty which is the center of brand equity.

On the other hand, Keller (2003) also added to the definition of brand equity as it sets a

bridge between what happened to the brand in the past and what it should occur in the future.

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Rhamani, Mojaveri & Allabakshs (2012) affirmed with Akker (1991) stating that the

centrality of brand loyalty helps the public to take less time in seeking information about the

brand due to constancy. When there is brand loyalty, public trust, confidence, and credibility to

the brand or organization were now established.

On the other hand, Moore (1993) brand equity described the brand awareness, liking, and

perceptions. Raven & Kottler (n.d.) agreed that credibility is very significant in building brand

image and identity of an organization. It allows the trust, confidence, and loyalty of the public to

continue. The main essence of building the image is the integrity and credibility of the brand.

Trust in accordance with Dawson (2012) statements stated that trust builds and maintain

strong, emotionally driven, and enduring brand. He also added that trust also holds the

relationship with the customer together.

The preceded statements were supported by Rundell & Bennett (2001) describing brand

loyalty as an opportunity to maximize brand potentials and reducing cost. Hence, other resources

maybe utilized by the company apart from promotion or other alike communication tool because

of the personal knowledge built by the brand to an organization.

Farquhar (1989) also stated that a brand must posses a power of attaining the virtue of

name, sign, and logo of a particular company.

Another concept which defines the image creation of an organization particularly the

brand is the brand management. Brand Management as Shamoon, Sumaira, & Tehseen (2012)

justified that it creates an emotional connection between the company including its products and

services with its customers. It is a process of managing the image brand. In general definition,

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Brand Management also a process of maintaining, improving, and upholding a brand so that the

name is associated with positive outcomes.

Argenti (1994) supports that brand logo, symbols, products, services, buildings,

stationery, uniforms, and all other tangible things created by the organization to communication

on its target audience defines the identity of an organization as manifestation of the image.

Image and identity are interconnected elements of branding. However, there difference

still reflects with the definition added by Argenti (1994) that image is a process of knowing and

discovering the background of an organization. While, on the other hand, identity is a

manifestation of the image that give supports to the overview of the market towards the brand.

Steps in evaluating the campaign

The RACE model of communication by Morston (n.d.) was devised to be used in

planning programs for public relations. Campaign can be a tool of many aspects and one of

which is public relations. The whole campaign process can be explained by the RACE model

which is a four-step continually cycling process. Turney (2011) explained the elements of the

RACE model. The research process will find out what situation the company is facing whether

good or bad, in this way, you can take advantage of the benefits or somehow lessen the harm the

situation might cause. The Action Process uses the research findings to determine the best course

of action, whatever it is, make plans for your response, then implement these plans. The

Communication process takes advantage of all the available media to deliver carefully-focused

messages to the most appropriate channels so they can have positive effect to the companys

public. The Evaluation process analyzes what has been done during the first three steps to see

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how it affected the publics and their perception to the organization. Once this step is completed,

you will return to the research step and begin the research again.

Every campaign is done with the company or the organizations hope that this process

will be effective enough to reach a goal that will bring out improvement for the benefit of the

organization. The effectiveness of a campaign can be measured by means of evaluation. Kendall

(1996) formulated the basic categories of evaluation that will give proof to a campaign and will

measure its success or effectiveness. These categories include: goal achievement, measurement

of improvement, measurement of results, cost efficiency of the campaign, unexpected effects if

the campaign, effects of the campaign on the organization itself, and perhaps unarticulated

hopes that leaders of the organization may bring to the campaign .

Dozier (1984) mentioned the three evaluation styles in conducting the campaign such as:

Scientific impact evaluation which employs quantitative method and social sciences approach in

evaluating and measuring campaigns success. ; Seat-of-the-evaluation composes of

personalized, subjective evaluation in which anecdotal, causal observation, or the judgment of

the practitioner is used to estimate the effectiveness of a PR program. and Scientific

dissemination campaign deals with the distribution of message, how it was sent or delivered to

the public. It also includes evaluating the medium used in addressing the campaign.

Furthermore, there are evaluation categories said by Kendall (1996) which are: goal

achievement, measurement of results, cost efficiency of the campaign, unexpected effects of the

campaign, effects of the campaign in organization itself, and hopes that leaders of the

organization may bring into campaign.

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Scheirer (1987), however, reminded evaluators of the campaign to remove personal bias

and judgment in order to determine whether or not the objectives of the campaign met.

Why we need to evaluate? Is it necessary? The answer is yes, because the National

Academy of Sciences as cited by Kendall (1996) evaluated the nine evaluation purposes: (1)

assessment , (2) basic research, (3) small-scale testing, (4) field evaluation , (5) policy analysis ,

(6) fiscal accountability, (7) coverage accountability, (8) impact assessment , and (9) economic

analysis.

Perception as part of communication

Perception is the process, act, or faculty of perceiving as defined. It is also the

recognition and interpretation of sensory stimuli based mainly on memory. On the other hand,

memory retention is the faculty by which sensations, impressions, and ideas are stored and

recalled. These two elements play a big role to dictate the effectiveness of a campaign. McGaan

(2013) enumerated the factors that cause perception to vary between people which are:

physiology, past experience and roles, culture and co-culture, and present feelings. A good

perception of the company from the public is the product of an effective campaign.

Rao (2009) discussed perception as one of the major aspects of communication process in

line with the other elements such as emotions, inconsistencies between the verbal and non-verbal

communication and prior trust (or distrust) between the parties. He also added that differences in

background, experiences, knowledge, schema, language, culture and beliefs affect the perception

varieties.

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On the other hand, Lahlry (1991) cited by Werner on defining the perception as a process

of accepting resonance of sensory senses (e.g. vision, audition, gestation, olfaction, and

tactile).Werner (2000), enumerated two types of influences on our perception such as structural

and functional. Structural influences refer to the external factors being delivered by physical

aspects of the stimuli or the urges from five senses. While, the latter are the internal

psychological factors which influence the perception and may refer to subjective and emotive

analysis to one particular subject matter. It is also noted that people tends to choose what they

perceive and receive according to their wants, needs, attitudes, and other internal factors and it

was coined by Werner (2000) as selective perception.

Berelson & Steiner (1984) added the definition of perception as a complex process which

the communicants learn to select, arrange, and interpret sensory stimulation with a conveying

meaning or message. On the other side, Bennett, Hoffman, and Prakash stated perception as an

active communication entity since it allows learning, updating perspective, observation, and

interaction. Heres Scott (1994) agreed with Bennett, Hoffman, and Prakash describing

perception as cognitive or intellectual phenomena. However, Werner (2000) reiterated that

perception is a form of inferences, and not all inferences are tended to be always valid.

On the side of Sekuler (1994), perception described as bottom-up, meaning the person

receives the message depends on the information that goes upward to them. He also said that

perception may go other way around through top-down meaning the knowledge supplements the

information being sent. Through knowledge, the message is being recognized and identified.

Knowledge also controls attention. It also enables to supplement the additional data that will be

going to receive by the receiver.

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Advertising loves Perception

Khan, A.R. (1991) describes individual perception as important component to the

marketing manager , who is not only after with marketing the product of his company but also on

the impact of advertising and other promotional activities related on the sales output. Perception

as defined in the preceded page that it is a complex system of arranging, understanding,

interpreting and selecting thoughts, ideas, experiences, and observation. Perception forms the

integrity and foundation of advertising strategies which gauge the effectiveness of its overall

content.

Davis, K. & Newstrom (1989) supplemented that perception is important among the

advertisers and organizations, because as what they stated the consumers behave according to the

facts theyve seen, understand, and received.

Perception

Research Literature.

Perception and its application to advertising

Information provided by the television advertisements help shape the viewers

perception.

- Khan, Asad Rauf (October 1991)

On the perception study conducted among grade 6 students of Dasmarias Elementary

School on the message of one cooking seasoning commercial by Mendoza, Digo, & Paronia,

constant exposures of the respondents in the commercial puts recall power on the product. The

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elements to the commercial makes the respondents recall the product. The elements of

advertisements such as jingles, and the message are useful to make the people recall the product

and the advertisement itself. The following are the reason presented by the study regarding the

reasons of respondents in perceiving positive image on the advertisement: the message of the

advertisement garnered 34.4 %, promotion of positive values got 37.5 % and the other one which

is diversion function or enjoyment earned 28.1 %. The said study simply proved that there are

certain factors that the audience considers in determining the image of the advertisement.

Heres another perception study conducted by Mamaradlo, J.D. (1993) regarding the

attitude of the people of Calumpit, Bulacan towards TV Advertisement and its relationship with

values and buying behavior. On the said study , the researcher looked on the attitude towards the

TV Advertisement do the people of Calumpit possess, including their buying behavior and how

those attitudes relate to their buying behavior, including respondents demographics ,economic,

health, social and moral values, and how respondents attitude towards the TV ads incorporate it

into their values.

In the aforementioned research, it appeared that 90 % of their respondents belong to the

middle and below income group, while only 4% came from the high income group. Most of the

respondents are highly literate; children are enrolled in grade school (either primary or

intermediate); teenagers are junior and senior high school and college students. In general,

respondents are from ages five to twenty-seven.

Children have positive attitude toward TV advertisement based on their responses to the

5-point rating scale which were all positive. Adolescents likewise have positive attitude.

Likewise, adolescents rated TV advertisements positively and responded to the 5-point rating

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scale except in one item. Children and adolescents may have positive or negative attitude

towards TV advertisement, but these attitudes dont affect their buying behavior. Results proved

how susceptible children are in absorbing advertising messages on television compare with

adolescents and adults who are less influenced by the TV advertising strategies. The childrens

susceptibility, as Mamaradlos study shows have the possibility to influence their parents in the

purchase of particular products.

The said research also explained that endorsements on TV commercials by celebrities

(basketball and TV stars to be particular) are generally patronized by children and teenagers

where adults responses were normally unconcerned.

On the other hand, adults responded 5-5 (five negative and five positive responds). These

findings indicate that adults varied in exposure, experience, and higher level of education, are

more discriminating than children and adolescents who responded more positively to the 5-point

rating scale. However, respondents attitude towards TV advertisement do not relate to their

buying behavior.

Values Presentation as Element of Advertising

Synthesis

The preceding review of related literature and studies served a tremendous help for the

researchers formulation of concepts, ideas, and methods that was used for the study. As what

signifies the whole literature review, communication campaigns denote a message; it tends to

acquire peoples attention and interest. It may used through the principle of advertising and

marketing communications. Campaigns may lead us into new thinking or may supplement on our

knowledge or perception.

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Image, on the other hand is different from identity. Image is what the public perceives to

the sender of message it maybe an organization, a person, or a company. Identity is what actually

covers the sender. It represents what they cover as an entity with reputation. Those concepts

maybe align along brand management and equity.

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CHAPTER 3

FRAMEWORKS OF THE STUDY

This chapter presents the theoretical, conceptual, and operational frameworks of the

study. The theories that serve as the foundation of the studys framework are classified according

to the principles of branding and image building, communication campaign, and advertising.

Theoretical Framework

Two theories are considered by the researchers to support the framework of this study.

These are McQuail Communication Campaign Influence Model and Bergers and Gilmores

Persuasion Process Model. The two communication models will give deeper understanding on

the contribution of Pepsis Sarap Magbago Advertising Campaign in the perception of target

market in their image as organization.

McQuail (1987) Communication Campaign Model

Campaign as one of its characteristics, dealt with the institutionalized behavior that is

likely to be in line with the organizations values, norms, conviction, personality, and image.

This model is the breath of the campaign. The sender or (message source) is not only one

entity, but many, often an institution or an organization occupying known position in society

which is responsible for the possibility of the campaigns success. It may be a business firm,

non-government and government agencies, media companies, educational institution, union, and

others.

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The essence of a campaign based on this model implies the idea of directing, reinforcing,

activating existing tendencies toward socially approved objectives like voting, buying goods,

raising money for good causes or achieving better and health safety.

The strategy is based on the use of more than a single channel and the messages too are

manifold in order to reach different parts of often heterogeneous publics. These heterogeneous

publics are the one who receive and respond to the messages, and hence, many of the conditions

of the effect on individuals which have been also described is also apply to campaign.

A communication campaign has filter conditions no different from those of any other

type of communication. These are the hindrances for the message to flow to the whole or chosen

public.

They are nonetheless, important as determinants of success or failure of a campaign. The

communication planner must consider those filtering factors that may apply to the campaign

under consideration. Those filtering conditions must put a mark on its audience. (Olson,

Signitzer & Windall, 2009)

FIGURE 1.1 COMMUNICATION CAMPAIGN INFLUENCE MODEL OF MCQUAIL (1987)

The McQuail Communication Campaign Model or also known as Communication

Influence Model is known as emphasis of campaigns breath. The collective source may refer toan organization or any multiple sources as a sender. Several channels may refer to mass media

(either broadcast or print) and new media. Messages like campaign, plan, press release, news

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are being filtered through attention, perception, and group situation. As it reaches the public, it

contributes to their cognitive, affective, and behavioral approach. Through being informed, the

campaign is being aligned to its organization even to their objectives as a whole. (McQuail,1987)

The following are the Filter conditions and their importance in the success or failure of

campaign:

a. Attention. It is significant due to its dominant power, meaning effect could not occur

without capturing the public attention. It depends on the interest and matters which are relevant

for the receivers, on their motives, and predispositions and on channel-related factors.

b. Perception. This allows the messages to be interpreted and it becomes the basis for the

formulation of views, thoughts and ideas regarding certain idea.

c. Group situation. These may refer to the demographics of the affective group. It allows

the campaign to determine its audience based on their social function or identity.

This embodies the normal condition that a media, with the chances of reach and effect

varying according to the established nature of the channels and the message content. Campaigns

also aim the redistribution of limited amount of public attention, action or money.

Berger and Gilmores Model of Persuasion Process

How the person formulate ideas, arrange thoughts, and make an inference lie between the

fields of semantics. Semantics on its derivation from the study of signs, codes, and symbol

(Rayner & Wall, (200); defined as the study of meanings in texts or in this case media texts

(advertising in particular).

Without semantics a meaning cannot be created, as what this model implied its fruits

such as report, inference, and judgment. Berger & Gilmore affirmed that semantic thrichotomy is

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a semantic dimension of systematic way of analyzing the composition of language. Language

which is they also added as the reason of persuasion process.

Semantic Thrichotomy: its components and foundations

The semantic thrichotomy of reports, inferences, and judgments were derived from the

book of S. I. Hayakawa (1972). Hayakawa (1972) gave his insight and presented those

components as powerful meter towards persuasion.

(a) Reports It refers to any statement which passes through our sense; it can be heard,

taste, touch, smell or see. (Hayakawa, 1972) Aside from that, a report is subject to verification

and not a subject to inferences or judgment. While, Condon (1985) defined the term as a series of

description and it is not subject to debate because it can be accepted easily.

(b) Inference All statements which are undergo estimation or own view. Hayakawa

(1972) is a form of drawing conclusions or known as abstraction. There are numerous levels of

abstraction. For example, one can reason that one's dentist bills will be lower if one uses

toothpaste which reduces plaque and retards tooth decay. Or one can reason that one will be

more attractive to members of the opposite sex.

Condon (1985) emphasizes the lower verifiability of inferences as compared to reports.

According to Condon, some inferences are immediately verifiable; others take longer to verify;

still others are totally unverifiable. Rosenthal (1971) adds that if a message lacks verifiability, the

pre-existing knowledge of the listener may be essential to interpret the message in terms of its

"truth" or meaning.

(c) Judgment On this component, the perceiver or the receiver tries to evaluate or

analyze the things which undergone upon their senses and inferences. The possibility of

acceptance or rejection may occur here. (Hayakawa, 1972)

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According to Condon (1985), a statement of judgment adds the values of the person

making the judgment to the meaning of the statement. Hence, judgment is the final stage of

semantic thrichotomy. However, it doesnt it there and it still subject to attribution factors.

FIGURE 1.2 BERGERS AND GILMORES MODEL OF PERSUASION

Attributions and its derivation

Berger and Gilmore Model of Persuasion process is a combination of Kelleys attribution

theory and Chaikens heuristic model of persuasion. Coining the attribution theory, elements of

attributions such as stimulus, persuasion-stimulus, and the person were incorporated.

Dellosa , et.al (2000), defined stimulus as any physical energy capable of arousing or

exciting the sense organ ; more broadly , any event (either external or internal) which is capable

of producing a behavioral event called response. It is innate to an individual towards

conditioning the own mindset specifically in the field of advertising.

The persuasion involves message recipients engaged in logical, consistent cognitive

processing. An alternative to the systematic approach to message learning has been proposed by

Chaiken (1980, 1982). Stimulus and persuasion will undergo into in depth of person who has the

possibility not only to perceive but also to believe in the information that he/she obtained.

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The Integrated Communication Model of Communication Influence and Persuasion

Process

In adherence to the theoretical foundation of this study, the researchers combined the

Communication Influence Model by McQuail and Berger & Gilmores Model of Persuasion

Process. Filter Conditions component in the McQuails model was presented as an interaction

between the semantic thrichotomy of the latter model. It also exemplifies the persuasion as the

general effects covering the cognitive, affective, and behavioral aspect.

FIGURE 1.3 THEORETICAL FRAMEWORK OF SARAP MAGBAGO AD CAMPAIGN

USING COMMUNICATION INFLUENCE MODEL AND PERSUASION PROCESS MODEL

However, the researchers want to reiterate that the combination of two model is a form of

consensus of message formation and the receiver response.

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Conceptual Framework

As part of framework of the study, the researchers were able to apply the theories as

indicated below.

FIGURE 1.3 CONCEPTUAL FRAMEWORK FOR THE PERCEPTION STUDY IN THECONTRIBUTION OF SARAP MAGBAGO AD CAMPAIGN TO THE IMAGE OF PEPSI AS

ORGANIZATION

Operational Framework

As part of framework of the study, the researchers were able to apply the theories and

concepts for its operational framework here in indicated below.

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FIGURE 1.3 OPERATIONAL FRAMEWORK FOR THE PERCEPTION STUDY IN THECONTRIBUTION OF SARAP MAGBAGO AD CAMPAIGN TO THE IMAGE OF PEPSI AS

ORGANIZATION

CHAPTER 4

METHODOLOGY

This chapter presents the different tools and methods used in the gathering and analysis

of research data for the study. It also describes and explains how these tools and methods were

used by the researchers, and also provides the logic in analyzing the research data.

Research Design and Methods

As Ricohermoso (2012) cited Beck & Polit (2007) research design defined as overall plan

for answering research questions and hypothesis. The design spells out strategies the researcher

will up utilize to gather accurate, objective, and interpretable information (Polit & Beck, 2007).

This study will focus on the contribution of Sarap MagBago Campaign Ad to the image of

Pepsi-Cola Philippines as an organization will also classify as descriptive survey method.

Ricohermoso (2012) cited Salmarin (2006) in Castillo (2002) defines descriptive research as a

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research design wherein events are recorded, described, interpreted, analyzed, and compared.

Its objective is to describe systematically a situation, condition, or area of interest factually and

accurately.

Furthermore, the study will also look respondents perception. Above all, the researchers will

also implied quantitative and qualitative research to clearly describe, and measure the influence

of the aforementioned campaign ad to image of PCPPI.

In order to know the respondents perception, focus group discussion will be conducted among

the selected teenagers along DBB, Dasmarinas City, Cavite.

After getting and analyzing the target market (teenagers) perception towards Pepsi and

Sarap Magbago Campaign ad, interviews with the organizations involved such as key persons

from Pepsi Cola Products Philippines Inc. and BBDO- Guerrero/ Proximity Philippines

Advertising Agency to serve as a validation of the researchers analysis. The details of three

phases of the research process are as follows:

Phase 1: Focus group discussion shall be conducted among selected teenagers along

DBB, City of Dasmarinas. This is to have an in-depth discussion towards their perception in the

ad campaign. However, all the respondents that will involve in FGD shall not take part anymore

in answering survey questions.

Phase 2: As part of using descriptive-survey method of research, surveys will conduct

among selected teenagers among selected teenagers along chosen community in cities of Imus

and Dasmarinas.

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Phase 3: In the last research phase, interview with Pepsi and BBDO-Guerrero /

Proximity Philippines will be conducted to validate the information acquired.

Variables and Measures

The concepts and variables used in the study were measured using the parameters set by

the researchers. The power of communication campaigns and advertising were used and clearly

defined in literature review as one of the variable. The branding, brand management and equity

were also defined and will use continually by the researchers in determining the contribution of

Sarap MagBago Ad Campaign to the image of Pepsi as organization among teenagers.

Research Instruments

The study will use mainly of coding sheets, interview guides and basic information sheets

in order to gather sufficient data for the research process. The coding sheet will be composed of

three columns for video, audio, and meaning and another portion at the lower part for the

answers to the guide questions used for analysis. The interview guides included questions related

to how the campaign strategized, implement, and evaluate by the organization.

In the first phase, focus group discussions will be conducted. This method needed guide

questions and basic information sheet for the respondents. The basic information sheet helped

determine the demographics, as well as the perception towards Pepsi and the campaign ad. Using

the guide questions, the respondents were asked about their insights on how the youth is

represented in the selected episodes. They were also asked whether or not they think that the

representations of the youth in the program were done accurately.

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In the second phase of the research process, the researchers will conduct surveys

among selected teenagers in selected localities in Cavite. The questions will involve the Pepsi

and the ad campaign. It will also include their means to be aware in the campaign, including the

medium used like broadcast and print medium.

In the final phase of the research process, the researchers will use of coding sheet and

guide questions for their own analysis and verification in the results that will come up in surveys

and FGD.

Units of Analysis and Sampling

The study will evolve around perception. The participants will come from teenagers who

are living in selected locale in cities of Dasmarinas and Imus ages 13 but not more than 19.

The researchers personally gathered the data needed for the study. Primarily, library

research was the main method of obtaining necessary information to analyze the subject. To also

support the literature gathered by the researchers, an initial interview on an expert on youth was

done.

Data Analysis

Different methods for the analysis of data were be used by the researchers. The main

method used was descriptive survey method combined with qualitative method.

Participants of the Study

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The participants of the study will be teenagers ages 13- 19 living in selected localities of

Dasmarinas and Imus. Teenagers are the target market of the Sarap MagBago ad campaign.

Being one of the highly industrialized cities in Mega Manila, different stores and eateries were

spread throughout the said areas. Furthermore, both of the two cities considered as one of the

highly populated cities in Cavite as what National Statistics Office 2010 survey proven.

The respondents for the survey will be teenagers along Pag-asa Subdivision and Patindig-

Araw, Imus City, Cavite; while for FGD respondents will be teenagers along DBB, Dasmarinas

City, Cavite. This is to get accurate and balance response from the respondents.

To validate the results of survey and FGD, interviews among marketing director of Pepsi

and Sarap MagBago ad campaign coordinator from BBDO-Guerrero / Proximity Philippines will

be conducted.

Timetable and Budget

The budget for this research is 15, 000.

Budget breakdown:

Thesis panel fee and Adviser fee 2,000

Transportation 1,500

Food (overnight work, defense day, 5,000

for participants, for interviewees)

Printing of thesis 3,500

Drafts of thesis passed to adviser, panelists 3,000

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Other expenses 2,500

Below is the schedule of tasks for this study:

TASKS MAY JUNE JULY AUG SEPT

Thesis

proposal

revision

Libraryresearch to

improve

review orrelated

literature andcontactinginterviewees

Formulation ofsurvey

questionnaires

anddistribution

Tabulation of

results of

survey

Focus Group

Discussion

Analysis ofResults

Interviews

with Pepsi and

BBDO-Guerrero

Finalization ofThesis

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SARAP MAGBAGO AD CAMPAIGN AND CONTRIBUTION TO ITS IMAGE AS ORGANIZATION

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