THE PROBLEM AND ITS BACKGROUND
This chapter includes the introduction, rationale, statement of the problem, specific problems, theoretical and conceptual frameworks, significance of the study, hypothesis and lastly, the definition of terms.
Development is a major concern that a developing country yearns for and is an indicator that a country is encroaching to the point towards economic progress.
Philippines, as a third world country relies on the expansion of roads and establishment of rail network so as to connect the gaps of people, manufactured goods, and other resources to several and different islands of the country. Transportation has been a subject of economic growth, it contributes to the assimilation of the island economies and it has played a very imperative function since Philippines is an archipelago.
Transport infrastructure is crucial for economic growth and trade, which are highly dependent on the conveyance of both people and goods. Virtually no production could take place unless inputs such as raw materials, labour, and fuel could be moved from different locations; neither could manufactured products be delivered to consumers, nor a wide variety of services carried out. (A Decade of Action in Transport, 2005). As such it is but imperative for a country to value transportation in domestic, regional, and foreign trade.
To ensure safety and easier travel, expressways were established during the 1970’s in the Philippines. Expressways are a cross between a freeway and a normal road. In short, an expressway is a highway with at-grade intersections and possibly traffic lights, but with strict restrictions on the existence of driveways. These highways are useful because they move traffic more efficiently without all of the costs and disruptions of a freeway.
The Philippines has a total of 165 km of toll roads. The first two of these toll roads, the North Luzon Expressway and South Luzon Expressway, were constructed by DPWH in 1975–1977 and subsequently franchised to a private company, Construction and Development Corporation of the Philippines, in 1977 .When the Build-Operate-Transfer Law and its amendment in 1994 were passed, the Philippine National Construction Corporation entered into several joint-venture agreements with the private sector to rehabilitate, upgrade, and extend the North Luzon Expressway and the South Luzon Expressway, as well as expand the expressway system. Other toll roads have under private concessions such as the Manila–Cavite Toll Expressway and the Southern Tagalog Arterial Road (WB, 1999).
The South Luzon Expressway and North Luzon Expressway has been a tool for several Filipinos in transport and communication paving way for the expansion of the economic growth and the utilization for people’s ease in travelling. Since the commuters are primarily coming from the North Luzon and Southern Tagalog, the key audiences of these two toll roads are the commuters near-term of the area as such giving importance to their needs and even demands if necessary. Thus, each private sector that takes responsibility of the North Luzon Expressway and South Luzon Expressway has to make a way to connect with its consumers. The need for a communication strategy is a prerequisite so as to provide the toll roads a designed plan for the company, a communication strategy that would establish an image and make people aware of the facilities and services that SLEX and NLEX offer to its consumers.
A communication strategy is a plan "...to shape the opinions of your key audiences and leverage a reputation to advance your corporate objectives and preserve the goodwill toward your brand."(Randy Ryerson, 2003).
In NLEX and SLEX, they had to create various strategies in order to communicate their message to their consumers. A number of methods that are used to help regulate traffic flow and inform drivers of conditions that may...