EFFECTIVENESS OF ADVERTISING IN

Powerful Essays
Topics: Advertising
EFFECTIVENESS OF ADVERTISING IN
LIGHT RAIL TRANSIT (LRT) 2
AS PERCEIVED BY CENTRO ESCOLAR UNIVERSITYMARKETING MANAGEMENT STUDENTS

CHAPTER 1
The Problem and Its Settings
INTRODUCTION
According to a study by Bylon Abeeku Bamfo in
Advertising Likeability and its Effectiveness
(2011):
some 55% of the respondents in the research said they processed advertising messages consciously
the remaining 45% admitted that they did not have time to pay attention to advertisements

With this study, the researchers decided to choose

the Light Rail Transit (LRT) 2 as their pointed location because there are many advertisements in the said location but some passengers do not notice them.
The researchers propose to conduct the study on
~ how effective the advertisements in Light Rail
Transit (LRT) 2 is
~ and to know the best type or strategy of an advertisement to use that may help entrepreneurs and business institutions to enhance their businesses.

BACKGROUND OF THE STUDY
In

accordance with Consumer Act of the
Philippines, R.A. 7394, Article 124, no publisher, radio, broadcast, television licensee or medium for the dissemination of advertising shall be liable, under this Chapter, by reason of dissemination by him of any false advertisement unless be refuses, on the request of appropriate authorities, to furnish the name and post office address of the manufacturer, packer, distributor seller or advertising agency.
This exemption shall not apply however, to the manufacturer, packer, distributor or seller of the consumer product or services and the advertising agency responsible for the false and misleading advertising. As knowledgeable in the field of business particularly in marketing, the researchers chose the CEU-Marketing Management students who ride in the LRT-2 as respondents of the study as they are exposed to different advertisements in
LRT-2.

SETTING OF THE STUDY

The researchers will conduct the actual survey in Centro
Escolar University,
Manila, Philippines

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