Background of the Study
The primary purpose of this study was to evaluate the promotional materials of Southville International School and Colleges as a tool for marketing its educational services and to identify the advertisements' impact on the student enrollment in the college division. Another aim was to analyze and determine the perceptions of Southville International School and Colleges Students towards its promotional materials, specifically tarpaulins and brochures.
To gather the needed data, the descriptive method of research was used through a survey questionnaire. It was conducted to 30 First Year students in the College of Communication Arts, Media Arts, and Special Education enrolled during the first semester of the academic year 2012-2013 at the Southville International School.
One conclusion was that Southville International School and Colleges’ Advertising is effective as its attractiveness and creativity reflect the apparent quality of the school. However, from the derived results that most of the respondents learned of Southville International School and Colleges through referrals/word of mouth rather than promotional materials, it was also concluded that there are many factors to consider in influencing a person’s decision on enrollment. This in turn benefits Southville International School and Colleges as it enables it to develop better recruitment strategies to attract and retain students.
“Advertising has become such a feature of daily life that sometimes it seems as if we hardly notice it. It pervades our cultural landscape, especially in urban settings, and we carry on our lives taking it for granted, as if it were as natural as grass or trees,” Chris Hackley had once said. Such is precisely why advertising is so powerful. Being a non-personal paid form of communication, it has subtlety. It is taken for granted, but subtly gets a brand noticed, remembered, and bought.
In this light, promotional material plays a vital role in the efficacy of advertising. It serves as a tool for marketing the products and services of a company. Furthermore, it can serve many purposes before and after sales. For example, promotional materials like market research, survey results, and brochures are utilized to enhance sales. These, in turn, simultaneously promote both the company and their product and service.
However, the increasing amount of new information and communication technology (e.g.: internet, mobile phones, wireless computing, etc.) make advertising ever more complex. Along with the expansion of various forms of media, more interesting means are utilized in promotional materials to propagate its respective messages. Such is prevalent in this generation, where businesses or organizations successfully obtain its goals and objectives through this ploy.
Southville International School and Colleges (SISC) was founded in 1990 as Southville International School (SIS) with the vision of developing excellent learners through effective and innovative educational strategies. The school started by offering pre-school at its Elizalde Campus, and eventually expanded to offer primary school, secondary school, International Baccalaureate Diploma Programme, and college degree courses. Besides its comprehensive educational offers, it also helps students from foreign countries adapt to its environment through specialized programs and services. It is an authorized "IB World School" and is able to grant IB diplomas; it also operates an International Learning Center (ILC) for non-English speaking students until they are ready to join the school's main English classes. Indeed, Southville International School has already made a mark on its achievements. Its academics, innovative programs, and community service prepare the students to be competitive, ethical, subservient, and successful in the future. It may not have aged existence and experience, but what it is now...
Please join StudyMode to read the full document