TABCON

TABLE OF CONTENTS
PAGE
TITLE PAGE
...............................
APPROVAL SHEET. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
ii
ACKNOWLEDGMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
DEDICATION
...............................
iv
ABSTRACT
...............................
TABLE OF CONTENTS
...........................
vi
LIST OF FIGURES
...........................
vii
LIST OF TABLES
...........................
viii
CHAPTER
I
THE PROBLEM AND ITS BACKGROUND

Introduction . . . . . . . . . . . . . . . . . . . . . . .
Theoretical Framework
............
Conceptual Framework
............
Statement of the Problems . . . . . . . . . . . .
Hypothesis
.......................
Significance of the Study . . . . . . . . . . . . .
Scope, Limitations and Delimitation

of the Study . . . . . . . . . . . . . . . . . .
10
Definition of Terms . . . . . . . . . . . . . . . . . .
11
CHAPTER
II
PAGE
REVIEW OF RELATED LITERATURE
AND STUDIES
Related Literature
Foreign Source
.............
15
Local Source . . . . . . . . . . . . . . . . . .
28
Related Studies
Foreign Setting
III
.............
36
Local Setting . . . . . . . . . . . . . . . . . .
45
RESEARCH METHODOLOGY
Method of Research
............
Setting of the Study . . . . . . . . . . . . . . . . . .
57
Respondents of the Study. . . . . . . . . . . . .
59
Procedure of the Study
.............
65
..................
66
Sources of Data
Statistical Treatment of Data

IV
.......
67
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Specific Problem No. 1
............
71
Specific Problem No. 2 . . . . . . . . . . . . . .
109
Specific Problem No. 3 . . . . . . . . . . . . .
119

CHAPTER
57
.............
130
PAGE

V
.............
138
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary
.......................
144
Conclusions . . . . . . . . . . . . . . . . . . . . . . .
148
Recommendations . . . . . . . . . . . . . . . . . . . . .
149
..................................
152
THE SURVEY QUESTIONNAIRE . . . . . . . . . . . . . . . . . . . . . . ..
154
Curriculum Vitae . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
167
BIBLIOGRAPHY
LIST OF FIGURES
FIGURE No.
1
2
PAGE
Total Quality Improvement (TQI) of Higher

Education Institutions (HEIs) . . . . . . . . . . . . . . . . . . .
Conceptual Research of the Study Using the

Systems Input-Process-Output (IPO)
Approach Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Map of the City of Manila
58
...................
LIST OF TABLES
TABLE No.
1
2
3
4
5
7
8
PAGE
Multi-Level Sampling of the Groups of

Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
60
Frequency and Percentage Distribution of the

Groups of Respondents According to Gender. . . . . . . . . . .
62

Groups of Respondents According to Civil Status . . . . . . .
62

Groups of Respondents According to Age Range . . . . . . .
63

Groups of Respondents According to Highest
Educational AttainmenY. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
64

Groups of Respondents
According to Present Position . . . . . . . . . . . . . . . . . . . . . . . .
64

Groups of Respondents According to Length of Service. . . . .
65
Extent Advertising Practices are Pursued by Selected

Private High Education institutions (HEIs) in
Metro Manila: Product and Product Positioning. . . . . . . . . . . .
73
8.1 Extent Advertising Practices are Pursued by

Selected Private High Education institutions
(HEIs) in Metro Manila: Competitive Frame. . . . . . . . . . . . . . .
75
8.2 Extent Advertising Practices are Pursued by

(HEIs) in Metro Manila: Point of Difference. . . . . . . . . . . . . . .
77
8.3 Extent Advertising Practices are Pursued

by Selected Private High Education institutions
(HEIs) in Metro Manila: Observe the principle of . . . . . . . .
79
TABLE No.
9
10
11
12
13
14
15
16
17
18
PAGE
Extent Advertising Practices are Pursued by

(HEIs) in Metro Manila: PRICING
..............
81

(HEIs) in Metro Manila: PLACE. . . . . . . . . . . . . . . . . . .
84

(HEIs) in Metro Manila: PROMOTION. . . . . . . . . . . . . .
86

(HEIs) in Metro Manila: PACKAGING . . . . . . . . . . . . . . .
88

(HEIs) in Metro Manila: PEOPLE. . . . . . . . . . . . . . . . . . .
92

(HEIs) in Metro Manila: PHYSICAL EVIDENCE. . . . . . . .
94

(HEIs) in Metro Manila: BRANDING . . . . . . . . . . . . . . . . .
98

(HEIs) in Metro Manila: TRI-MEDIA MIX. . . . . . . . . . . . . . .
102

(HEIs) in Metro Manila: PUBLIC RELATIONS. . . . . . . . . . .
105
Significant Difference in the Assessments

of the Groups of Respondents as to the
TABLE No.
19
20
21
22
23
24
PAGE
Posthoc t-test to Determine the Significant Different Between

the Assessments of the Groups of Respondents as to
the Extent Advertising Practices are Pursued in
Selected Higher Education Institutions (HEIs). . . . . . . . . . . .
115
Identified Strengths of the Advertising Practices

of Selected Higher Education Institutions (HEIs)
in Metro Manila . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
120
Identified Weaknesses of the Advertising

Practices of Selected Higher Education
Institutions (HEIs) in Metro Manila
...................
126
Identified Opportunities of the Advertising

Institutions (HEIs) in Metro Manila. . . . . . . . . . . . . . . . . . . . .
132
Identified Threats of the Advertising

Institutions (HEIs) in Metro Manila
...................
136
Identified Effects of the Advertising

Practices on the Cycles of Selected
Higher Education Institutions (HEIs) in Metro Manila. . . . . . .
141

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TABCON

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TABLE OF CONTENTS

THE PROBLEM AND ITS BACKGROUND

Statement of the Problems . . . . . . . . . . . .

Significance of the Study . . . . . . . . . . . . .

Scope, Limitations and Delimitation

Setting of the Study . . . . . . . . . . . . . . . . . .

Respondents of the Study. . . . . . . . . . . . .

Procedure of the Study

Statistical Treatment of Data

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Specific Problem No. 2 . . . . . . . . . . . . . .

Specific Problem No. 3 . . . . . . . . . . . . .

Specific Problem No. 4

Specific Problem No. 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

THE SURVEY QUESTIONNAIRE . . . . . . . . . . . . . . . . . . . . . . ..

Total Quality Improvement (TQI) of Higher

Conceptual Research of the Study Using the

Map of the City of Manila

Multi-Level Sampling of the Groups of

Frequency and Percentage Distribution of the

Frequency and Percentage Distribution of the

Frequency and Percentage Distribution of the

Frequency and Percentage Distribution of the

Frequency and Percentage Distribution of the

Frequency and Percentage Distribution of the

Extent Advertising Practices are Pursued by Selected

8.1 Extent Advertising Practices are Pursued by

8.2 Extent Advertising Practices are Pursued by

8.3 Extent Advertising Practices are Pursued

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Extent Advertising Practices are Pursued by

Significant Difference in the Assessments

Posthoc t-test to Determine the Significant Different Between

Identified Strengths of the Advertising Practices

Identified Weaknesses of the Advertising

Identified Opportunities of the Advertising

Identified Threats of the Advertising

Identified Effects of the Advertising

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