College of Business and Management: Republic of The Philippines Tandag City, Main Campus

Republic of the Philippines
SURIGAO DEL SUR STATE UNIVERSITY

Tandag City, Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING TOOL

IN TANDAG CITY
An Undergraduate Research Proposal

Presented to
The Faculty of the College of Business and Management
Surigao del Sur State University
Tandag, Surigao del Sur
As a Requirement for the Degree Bachelor of Science

in Business Administration
Major in Financial Management
Rodriguez, Zaida B.
Rosil, Eliakim L.
Solis, Janice M.
October 2012
CHAPTER I
THE PROBLEM AND ITS SETTING
Introduction
Radio stations today generally run their advertising in clusters or sets, scattered
throughout the broadcasting hour. Studies show that the first or second commercial to
air during a commercial break has higher recall than those airing later in the set. Most
radio stations and advertising agencies subscribe to this paid service, because ratings
are keys in the broadcast industry. Ad agencies generally purchase radio ad based on a
target demographic. For example, their client may want to reach men between 18 and
49 years old. The ratings enable advertisers to select a specific segment of the listening
audience and purchase airtime accordingly. Ratings are also referred to as numbers in
the business.
Advertising is a form of communication used to encourage or persuade the
listeners, sometimes a specific group of people, to continue or take some new action.
The purpose of advertising may also be to measure attitudes that a company is viable
or successful.
Radio is an ideal media for marketing fast moving consumer goods because it
can reach wide targeted listener demographics in urban habitat. A large number of
people listen to radio while commuting in urban areas and responding to the broadcast
of various commercial messages. This study aims at analyzing the impact of radio
advertisements on urban commuters towards buying behavior in retail stores and
attempts to determine the role of radio advertising on dissemination of information on
the sales promotions. The impact of radio advertisements on the store choice and
buying preferences will be analyzed based on empirical investigation. The study reveals
that shopping behavior of urban consumer at retail stores in response to radio
advertisements is highly influenced by the physical, cognitive and economic variables.
Radio commercials hold a marginal share among the main media categories, for
example newspaper and television. However, it is still regarded as an important and
useful medium in marketing and advertising in large cities and metropolitans. The
broadcast of commercials on radio needs real feel orientation and voice is the single
major determinant that draws the attention of listeners. Programs on sales and market
news are the principal preferences of urban commuters for large metro radio stations
(Parker, 1993). The majority of short and informative advertisements for consumer
products in an urban setting use radio advertising with communication appeal related to
the efficacy of products and psychosocial enhancement of consumers at retail outlets.
Promotional efforts by manufacturing and retailing companies appear to focus on
positive emotional appeal to influence consumers through radio advertisements (Yusuff
and Yusuf, 2009).
Radio advertising is one of the tools of advertising which is effectively used for
communication and positioning. It is one of the foundations for effective and successful
advertising. Radio can be used effectively for advertisement since it can target the large
audience and because of its high reach. Radio is good at increasing awareness about
the brand and business and helping to bridge the brand image.
FM radio is a new entity altogether and has to deal with new market dynamics.
Media owners dealing with new markets will virtually have to draw up their strategies as
they go along, create programming that is new, innovative and grab away eyeballs from
TV sets and make them tune into their radio sets. It is a whole new challenge and
competition is never far away. Ad revenues will also not be easy to come by, as
advertisers will expect media players to put their money where their speakers are before
they commit large sums of money towards radio advertising. The other challenge for
radio in attracting advertisers is the nature of the medium-radio. It has always been
considered as being a reminder medium. The involvement of listeners to radio is low, vis
a vis television or print media.
Theoretical Framework
The radio commercials in the test reels consist of several different spot lengths,
ranging from 15 to 60 seconds. The longest commercial played on the radio just for 120
seconds. Those however are rare. In theory, one could assume that the longer a spot,
the better it will be remembered or at least, the greater the chance that it will be heard.
Research on television commercials proved that this theory holds true for the medium
television: a doubling or tripling in spot seconds results in duplication in recall.
The spots for advertisement can be for 10 sec, 20 sec, 30 sec and 60 sec. In
general,
10 second spot should contain 25 words
If one has never written a spot, 30 seconds sounds like an impossibly short
time to get ones message across. But if one takes a stop watch and times some spots
on the air; one will see that quite a lot can be accomplished in a short time. In fact, one
may find that 60s, unless very well written and well produced, sometimes seem a bit too
long.
A 60 does allow one more variety in music, sound effects, and voice and can be
useful for political message, announcement of a new or little-understood service, or
other sports with information/education content.
Thirty is usually 70 to 80 words long, and a; 60, around 150 to 160 words. The
cost of a: 30 is usually about 60% to 75%.
Some stations no longer charge a separate rate for: 30s and: 60s. Instead, they
charge a unit rate. In other words, a: 30 costs the same as a: 60. Obviously, this is one
case where one might want to use a: 60 to take advantage of the “free” air time. One
should check the rate cards of the stations; one is interested in, or ask one’s sales
representative.
Conceptual Framework
The schematic diagram shows and explains the continuous flow of the study. The
input, process and output are presented by three geometric boxes.
The input box represents the effects of radio advertising to the respondent in
terms of sales and popularity. As illustrated in the second box, the process presents the
satisfaction of the advertisers in terms of services, and the problems encountered by
indulging radio advertisement in terms of costs and customer’s loyalty.

Effects of Radio Advertising Problems encountered of

to the Respondents in terms indulging radio
of: advertisement in terms
 Sales of:
 Popularity
 Cost
 Customer’s loyalty
Figure1.Schematic diagram
Figure 1 shows the schematic diagram which explains the sequential flow of the
study to be conducted.
Statement of the Problem
This study intends to evaluate the effectiveness of radio advertising as a
marketing tool.
Specifically, it will seek to answer the following questions:
1. What are the effects of radio advertising to the respondents in terms of:
1.1 Sales
1.2 Popularity
2. What are the problems encountered in indulging radio advertisement in terms of:
2.1 cost
2.2 customer’s loyalty
3. Are the respondents satisfied with services of the radio stations?
4. What recommendations may be proposed as an output of the study?

Significance of the Study 8
This study is of great importance and benefits to the following people.
Business owners. They are the first to benefit this study because it will help
them to get ideas on how to solve the problems encountered. It will also help them
become more hard-working, idealistic and ready to handle such responsibilities and
become aware in what kind of marketing tool would be use and what would be the best
thing to do.
Radio Stations. These are the second to benefit from this study because it will
help them improve their services through advertising products.
Future Researchers. They will find practical ideas to improve practices or may
find ideas worth investigating to get some information as basis or guide to their paper
works.
Scope and Limitations of the study
The scope of this study focuses on the effects of radio advertising as a marketing
tool in Tandag City, Surigao del Sur. The coverage of the study is from June to October
2012. The respondents of the study are limited only to the advertisers in the said city.
Definition of terms
To have better understanding of this study, the terms are defined conceptually
and operationally.
Advertising. According to the Funk and Wagnall’s Standard Desk Dictionary, the
term is defined as an advertisements collectively; the business of writing and publicizing
advertisements. In this study the term is used on a particular product or services that
promote and give publicity through radio broadcasting.
Effective. According to the Funk and Wagnall’s Standard Desk Dictionary, the
term is defined as the producing or adapted to produce the proper result; being in force,
as a law; producing a striking impression as a speaker. In this study the term is used as
a productive of producing a result.
Management. According to Merriam Webster Dictionary, the term is defined as
conducting and supervising of something (as a business); specially the executive
function of planning, organizing, coordinating, directing, controlling and supervising any
industrial or business product or activity with responsibility for the result. In this study
the term is used in management of a radio station.

Marketing. The activity set of institutions and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
client, partners, and society at large (http://dictionary.com).
Popularity. According to the Funk and Wagnall’s Standard Desk Dictionary, the
term is defined as the as the condition of being popular. In this study the term is used in
popularity of the advertised product.
Radio Stations. According to the Funk and Wagnall’s Standard Desk Dictionary,
the term is defined as the as an installation of all the equipment needed for effective
radio broadcasting, esp. when used for commercial or educational purposes and
licensed to employ an assigned frequency and power.
Sale. According to the Webster’s Dictionary, the term is defined as the act of
selling; the exchange of anything for money; a selling of goods more cheaply than
usual. In this study the term is used as an act of completion of a commercial activity.
Satisfaction. According to the Funk and Wagnall’s Standard Desk Dictionary, the
term is defined as the act of satisfying or the state of being satisfied; gratification; the
making of amends, reparation, or payment, as of a claim or obligation. In this study it
refers to the satisfaction of the business owner of a product advertised.
Services. According to the Webster’s Dictionary, the term is defined as the work
of a servant or employee; the time spent in the forces. In this study, it refers to the
services offered by the radio stations.

CHAPTER II
LITERATURE REVIEW AND STUDIES
This chapter presents the related literature and studies from which the present
study is anchored.
Related Literature
Foreign
Great advertising is memorable. Advertising can use a variety of techniques to
make an ad memorable. A few of those approaches includes originality,
provocativeness, intelligence, entertainment, or revealing product or consumer insights.
One thing worth nothing is that a memorable ad in and of itself is not enough. The
consumer must remember the product or brand. There are plenty of ads that are
memorable, but consumers don’t remember who or what they were advertising.
Advertising cannot be great if people don’t remember the brand or the product (Moriarty,
Mitchell and Wells, 2009).
Back in the 1890’s, advertising was thought of as “news about products and
services”. Advertising often gives consumers news: news about the new car models,
news of the grand opening of a supermarket or bank, or news about a clearance of
summer furniture at a department store. But advertising is more than just news, and a
famous advertising writer, John E. Kennedy, revolutionized the advertising business in
1904 when he unveiled his own definition. “Advertising”, he said, “is salesmanship in
print”. Nobody had looked at advertising this way before, and Kennedy’s statement
astounded business people. But there was truth in Kennedy’s definition. Advertising is a
form of selling, for its job is to persuade the consumer to take some action favorable to
the advertiser: to buy the product, use the service, or accept an idea about a company
or an industry. John E. Kennedy’s Definition was good for advertising because it
influenced advertising writers to concentrate on the persuasive aspect of advertising,
and it was good for Kennedy because it made him rich. But it is not good enough for
advertising today. We now define advertising as follows: Advertising is a sales message,
directed at a mass audience that seeks through persuasion to sell goods, services, or
ideas on behalf of the paying sponsor (Burke, 1980).
Every great ad implements a sound strategy. The advertiser develops the ad to
meet specific objectives, carefully directs it to a certain audience, creates its message to
speak to that audience’s most important concerns, and runs it in media ( print,
broadcast, radio or internet, for instance) that will reach its audience most effectively.
Retail advertising is local and focuses on the store where a variety of products can be
purchased or where a service is offered. The message announces products that are
available locally, stimulates store traffic, and tries to create a distinctive image for the
store. Retail Advertising emphasizes price, availability, location and hours of operation.
Marketing is the process a business uses to satisfy consumer needs and wants through
goods and services. The particular consumers at whom the company directs its
marketing effort constitute the target market. The tools available to marketing include
the product, its price and the means used to deliver the product, or the place. Marketing
also includes a method for communicating this information to the consumer called
marketing communication, or promotion (Wells, Burnett & Moriarty, 2001).
Local
Advertising is communicating your key brand messages to your potential
customers. It makes people aware of your product, and the benefits the products offer.
Advertising also aims to convince other brands offering similar benefits. Advertising also
encourages the customers to try your product as early as possible, and as regularly as
possible. An effective advertising campaign is the end result of a combination of a
myriad of data, policies, objectives, Strategies. In fact, the advertising plan, from which
every ad campaign emanates, is a part of a more comprehensive plan called the annual
marketing plan (Villanueva, Jr., 2000).
More than any tool of communication, advertising has diffused information about
commodities and services, marketed them, and persuaded audiences of their important
place in their lives. However, advertising has done more than these. Advertisements
have become vignettes of social life. They portray individuals as having many social
relationships. They suggest ways of dealing with those relationships. Subtly, too,
advertisements advise a great deal about work, health, lifestyle and role in society. In
the absence of traditional authority, advertising has become a kind of social guide,
depicting us in all the myriad situations possible to a life of free choice. To some extent,
advertising describes human relationships: between one individual and another,
between an individual and institutions. In so doing, advertising acts as more than a
guide to consumption (Miranda, 2002).
Much had been written about the advantages of radio compared to other media.
We’ve learned valuable lessons about this cost-effective medium. Needless to say,
numerous brands have gained from it many times over.
There are hundreds of reasons why marketers should advertise on radio. A radio
ad that is relevant and entertaining can build critical mass. A radio ad sang with a catchy
tune is many times even more effective than an ad that is simply verbalized and twice
as much when read (http://www.inquirer.net/20100729-283930-xml.html).
Related Studies
Foreign
Though the print and television media has taken the major share of revenue from
commercials, advertisements on radio still hold audience of large cities. However, little
research has been published on the impact of commercial broadcast by AM or FM radio
on urban consumers. Most studies did not consider radio and outdoor advertising as
principal research agenda, despite their importance in business communication,
consumer behavior and towards sale stimulation for retailers (Mulhern, 1997; Volle,
2001).This paper aims at analyzing the impact of radio advertisements on urban
commuters towards buying behavior in retail stores. The study attempts to determine
the role of radio advertising supported by outdoor advertising by retailing firms on
situational variables on re-dissemination of information, the store choice and buying
preferences based on empirical investigation in Mexico City. The moderating role of
individual variables such a past buying behavior and psychodynamics also been
discussed in the study in the context of the radio commercials and outdoor advertising.
Accordingly, this paper contributes to the existing literature on the subject.
The differential effects of advertising campaign of leading and challenger retail
firms on expected sales of products reveal that radio advertisements produce
substantial arousal among consumers and enhance volume of sales in various outlets
of retail stores. Thus retailing firms replicate this advertising strategy in large cities and
metropolitan areas during different leisure sales seasons (Panagopoulos and Green,
2008). Commuters in metropolitan areas enjoy higher quality commercial broadcasts
differentiated by music, traffic information and news headlines. Audience in confined
place like automobiles in large cities and competitive markets benefit from higher quality
radio communication services than household audience listening radio programs at
leisure time. However, it is argued that lack of format variety causes low listenership and
consequently the competitive markets are underserved by commercial radio stations
(Halcoussis and Lowenberg, 2003). The creative strategies used in radio commercials
are different and advertising firms adjust their communication strategies in response to
the specific needs of different consumers. The Central Place theory advocates that
products with higher price and lower buying frequency influence positively the
perception of consumer on the promotional communication of stores delivered through

the radio programs and outdoor advertising (Hubbard, 1978; Yadav, 1994). The
perception of radio as an intimate medium of communication during the non-availability
of visual media profoundly affects the way people consider listening to radio programs
including commercials, perform information analysis, and make applied decisions. Since
urban commuters have easier access to radio communication, they develop higher
perceived intimacy to the broadcasts (e.g. Kuffert, 2009).
Listening to radio while travelling either by public or personal transport in
metropolitans has become a way of life which is not only used as a relaxing tool but also
as a source to seek current information and track events. Certain advertising attributes
of radio commercials trigger emotional responses and advertisements stimulate
audiences in a pleasurable way. Most radio commercials address retailing campaigns
that elicit an emotional response, especially happiness among consumers (Chaudhury
and Watt, 1995). Consumer products companies use radio for campaigns more than
television, as precision and effectiveness of message is possible by more meticulously
targeted radio advertisements than broadcast over the visual media (Overby and Barth,
2006). In developing countries the radio advertisements enhance the pleasure of
entertainment as well as serve as source of current market information. It is observed
that short-term effect of radio advertisement towards store-level promotions and store
choice is significant, though choice is mainly driven by loyalty. Broadcast of
advertisements on radio are generally loud, compressed and often music suppresses
the contents of the message. Thus, radio advertisements sometime fail to generate
shopping arousal among listeners (Volle, 2001).

Local
Another media expert, Angelito “Boy P” Pangilinan, Managing Director of
MediaCom Philippines, cited several studies showing the effectiveness of radio as an
advertising medium. Among these is the research done by the Radio Ad Effectiveness
Lab (RAEL) and published in 2004 which suggests that radio ads work even better
when it’s added to television. Another RAEL study, according to Pangilinan, showed that
radio is about 80% as potent as TV – for a single exposure of an average spot. RAEL is
a non-profit organization founded in 2001 dedicated to creating and disseminating
research about how radio advertising works in the United States. Although it should be
noted that these research were done in the U.S., Pangilinan said that they could be true
of the Philippines as well because of the high penetration of radio.
Pangilinan said that another strong characteristic of radio that was borne out by
research is that listeners tend to perceive radio ads as directed personally to them,
creating a powerful advertising environment of personal relevance and connections. He
also said that several surveys have shown that the acceptance by the audience of radio
ads is better than TV or internet advertising.
Pangilinan shared his own experience with radio where a client’s low budget
forced him to turn to radio instead of television. The campaign resulted in a 28%
increase in sales over the previous year.

According to Pangilinan, radio has a great opportunity to reinvent itself given the
positive attributes related to it. It should not be seen as competing with the digital media,
but as complementary, he said (http://www.kbp.org.ph/harnessing-the-power-of-radio).
Some advertisers use radio advertising as a medium only to “remind” consumers
about their brands’ presence. Wiser advertisers use it not just to remind consumers but
make it as primary medium. The smartest of all walks a little farther by spicing their
radio ads with bouncy melodic tunes.
An ad with a song separates the ordinary from the extraordinary, the boring from
the likable. “A radio ad without a song is like a girl on a senior’s prom that nobody wants
to ask for a dance,” says a well-known Pinoy radio jingle-maker. Is your brand becoming
a boring household item? Do people ignore it because you’re out-of-tune with marketing
strategies? Do you want to make it come alive and have a personality of its own? Don’t
just say it. Sing it.
A good jingle can bring your business to life. It can resuscitate a brand that’s on
the brink of fading into oblivion. A radio ad with a catchy melody can attract a broader
audience and rejuvenate a boring product.
In the long run, advertising on radio will give you pay back time and prove its
worth. As other media milk your advertising budgets quarterly for new campaigns and
executions, radio’s durability over the months churns in recall and awareness ratings for
your brand (http://services.inquirer.net/mobile/10/07/29/html_output/xmlhtml/20100729-
283930-xml.html).
Synthesis
The contexts above are the related literatures from different country that
contributed ideas and learning to the study which show similarities in the effects of radio
advertisements. The literature and studies provide the background information that are
important to the better understanding of the study. It enriched the basic concepts of this
research, and has guided the researchers in conceptualizing of this paper. The various
studies also help the researchers to gain insights, concepts and ideas on the
importance of radio advertising to a certain business.

CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the research design, research locale, respondents,
research instrument, data gathering procedure and statistical treatment.
Research Design
This study will utilize the descriptive method of research. This method includes
distribution of questionnaire and conducting interviews. This method is appropriate
because it describes accurately an existing phenomenon. Data will be gathered through
the use of questionnaire and conducting interviews by the researchers within the City of
Tandag. The descriptive method was used to determine the effect and the possible
recommendation.
According to (Castillo, 2002) descriptive method is a research design wherein
events are recorded, described, interpreted, analyzed and compared. Its objective is to
describe systematically situation, condition, or area of interest factually and accurately.
Research Locale
Real transformation was finally afforded to Tandag via Republic Act 2786, an act
that created Surigaodel Sur and whose salient measure made Tandag the capital and
seat of the provincial government of Surigao del Sur.

TANDAG falls within the latitudes of 90o - 8’ - 15” and 125o - 52’ - 00” to 126o -
12’ - 13” longitudes. It is located in the Northern part of Mindanao and at the center of
the province of Surigao del Sur. Its land area comprises 6.95% of the total land area of
the province. It is about 331 kilometers north of Davao City and about 200 kilometers
southeast of Surigao City.
It is bounded on the north by the municipalities of Cortes and Lanuza, on the
west and south by the municipality of Tago, and, on the East by the Pacific Ocean.
It consists of twenty-one (21) barangays 10, of which are coastal barangays and
the rest are located in the hinterlands.
The poblacion or the urban area consists of 6 barangays, namely: Bag-ong
Lungsod, Bongtud, Dagocdoc, Telaje, Agustin Sur and Mabua. The rural area consists
of 11 barangays: Awasian, Bioto, Buenavista, Mabuhay, Maitum, Maticdum, Pandanon,
Pangi, Quezon, Rosario, Salvacion, San Agustin Norte, San Antonio, San Isidro, and
San Jose.
The City covers 29,173 hectares of land or 6.95% of the total land area of the
province and about 1.65% of the total area of Caraga Administrative Region. Of the
29,173 hectares, only 5,911 hectares are classified as alienable and disposable and
23,262 hectares are forestlands.
The radio stations belong to the said city are the following: 97.5 Sure FM
managed by the acting station manager Madam Judith Suarez located in Duero Hills,
Capitol Road, Telaje Tandag City, Surigao del Sur; 101.1 Planet Energy located on
Osmenia St. Bag-ong Lungsod Tandag City managed by Mr. Jesrel A. Derigay and 87.9
Real Radio FM with the radio station manager Belena Guellan.
101.1 Planet
Energy FM
89.3 Real Radio

FM
97.5 Sure FM
Figure 2. Geographical Map of Tandag City with the Radio Stations

Research Respondents
The researchers used the universal population method. The respondents were all
an owner of the certain business that was is able to advertise their products in a
different radio stations in Tandag City. These respondents were given a researcher-
made questionnaire in the acquisition of primary data.
Table 1
Distribution of Respondents by Stations
Radio Station Number of Advertiser
97.5 Sure FM 18
101.1 Planet Energy 36
89.3 Real Radio 17

TOTAL 71
The Table I shows, the distribution of respondents by stations. First column
presents the radio stations in Tandag City; second column, are the total number of
advertisers in the said city.
Research Instrumentation
The researchers used descriptive method to determine the effects of radio
advertising as a marketing tool in Tandag City.

The researchers conducted a pre-survey in Tandag City to determine the total
number of business owners that will serve as respondents in studying the effects of
advertising. After the survey, the researchers asked the management of the radio
stations in Tandag City to come up a questionnaire which would yield valid results.
The questionnaires have two parts. Part 1 is about the effects of radio advertising
in terms of sales and popularity. Part 2 is about the problems encountered by utilizing
radio advertisement in terms of cost and customer’s loyalty and satisfaction of the
advertisers of the services offered by the radio stations.
Data Gathering Procedure
Using the questionnaire the researchers gathered information about the effects of
radio advertising in Tandag City. However, before the questionnaire was launched, a
letter to the Dean has been given. The letter was to ask permission from the Dean. After
the administration of the questionnaire, its retrieval followed. Then, the researchers will
tabulate, interpret, and analyze the data.

Statistical Treatment of Data
In treating the data, several statistical formulas were used. To determine the
effects of radio advertising in terms of sales and popularity, frequency counting and
simple percentage will be used. To determine the level of problems encountered in
terms of costs and customer’s loyalty, weighted arithmetic mean will be used. In
evaluating the effectiveness of radio advertising A-4 point linker scale will be used, to
wit;
Rate Scale Description
1 1.00 – 1.75 Very Ineffective
2 1.76 – 2.50 Ineffective
3 2.51 – 3.25 Effective
4 3.26 – 4.00 Very Effective

Bibliography
Burke, J. (1980) “Advertising in the Market Place”, pp. 9-10.
Miranda, G. (2002) “Basic Marketing”, pp. 198-199.
Moriarty, Mitchell and Wells (2009) “Advertising: Principles and Practice”, Eight edition,
pp. 609-610.
Villanueva, D. (2000) “The Science of Advertising”, pp. 4-7.
Wells, Burnett and Moriarty (2001) “Advertising: Principles and Practice”, pp. 5,7-9.
http://www.answerbag.com/q_view/2045021#ixzz1ztzpuyC8
http://www.kbp.org.ph/harnessing-the-power-of-radio
http://www.inquirer.net/20100729-283930-xml.html
http://services.inquirer.net/mobile/10/07/29/html_output/xmlhtml/20100729-283930-
xml.html
LETTER TO AUTHORITY
August 06, 2012
Radio Station Management
Tandag City
Surigao del Sur
Dear Madam/ Sir;
One of the requirements to pass the Research 1 subject under Mrs. Hasmenia N.
Lasque, MPA is a completed research in order to develop student’s unending quest of
knowledge. Furthermore, the undersigned is conducting a research study titled:
EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING TOOL IN TANDAG
CITY.
On this regard, the researchers would like to ask permission from your good
office to get data about the total number of business owner that can be advertised in
your station.
We hope for your assistance in this matter. Thank you very much. God bless you
always.
Very truly yours,
ZAIDA B. RODRIGUEZ
ELIAKIM L. ROSIL
JANICE M. SOLIS
Noted by:
HASMENIA N. LASQUE, MPA

Adviser
Approved by:
SOLAMETA M. SERRA, MAEd

CBM Dean
LETTER TO RESPONDENTS
August 28, 2012
To: All Respondents
We the students of Surigao del Sur State University, presently doing a
study entitled “EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING
TOOL IN TANDAG CITY”, in partial fulfillment of the Degree Bachelor of Science in
Business Administration major in Financial Management.
In this view, we would like to ask your cooperation to please answer the
questionnaires.
We would appreciate it very much if you would grant our favor. Rest assured that
all your responses would be confidential.
Thank you and more power.
Very truly yours,
ZAIDA B. RODRIGUEZ
ELIAKIM L.ROSIL
JANICE M. SOLIS
QUESTIONNAIRE
EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING TOOL

IN TANDAG CITY
Name (Optional):__________________________
Address: _________________________________
This survey is conducted to evaluate the effectiveness of radio advertising as a
marketing tool. Any answer of the respondents to the questions will give the light to this
research. Rest assured that any data will be held with utmost confidentiality.
PART I: Effects of Radio Advertising as a Marketing Tool in Terms of Sales and
Popularity.
Instructions: Using the scale shown below, rate the level of effectiveness by putting a
check (√) on the box that corresponds to your answer.
1 2 3 4
Very Ineffective Ineffective Effective Very Effective
 POPULARITY------------------------------------
4 3 2 1
 SALES----------------------------------------------
4 3 2 1
Instruction: Please put a check (√) on the box that corresponds to your answer.
 Percentage of sales from previous two years before the advertisement.
2% - 10% 51% - 60%
11% - 20% 61% - 70%
21% - 30% 71% - 80%
31% - 40% 81% - 90%
41% - 50% 91% - 99%

 Sales in first year of indulging radio advertisement
2% - 10% 51% - 60%
11% - 20% 61% - 70%
21% - 30% 71% - 80%
31% - 40% 81% - 90%
41% - 50% 91% - 99%
 Is there a difference between the previous two years before the radio
advertisement and the first year of indulging the radio advertisement?
Yes No
PART II:
Instruction: Please put a check (√) on the box that corresponds to your answer.
 How much it will cost per month for your advertising?
P 100 – P 500 P 1,001 -P 2,000
P 501- P 1,000 P 2,001 – P 3, 000

P 3,001 – P 4,000 P 7,001–P 8,000
P 4,001–P 5,000 P 8,001–P 9,000
P 5,001 – P 6,000 P 9,001–P 10,000
P 6,001–P 7,000 More than P10, 000
Instruction: Rank the problems encountered in terms of customer’s loyalty.
Mis Information Poor Production of Commercial
Fragmented Audiences
Poor Radio Attentiveness
 Are you satisfied with the services of the Radio Stations?
Yes No
Thank you!
Z.B.R
E.L.R
J.M.S
LETTER OF CENSOR
August 28, 2012
RAYMUNDO M. ITABLE, M.Ed

English Instructor
Surigao del Sur State University
Main Campus, Tandag City
Sir:
The undersigned fourth year financial management students Surigao del Sur
State University – Main Campus will conduct their research study titled:
EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING TOOL IN TANDAG
CITY.
On this regard, may they ask your permission that you will be the editor of their
research study.
Your favorable action on this request will be greatly appreciated.
Very truly yours,
ZAIDA B. RODRIGUEZ
ELIAKIM L. ROSIL
JANICE M. SOLIS
Noted by:
HASMENIA N. LASQUE, MPA

Adviser
Approved by:
RAYMUNDO M. ITABLE, M.Ed

English Instructor

College of Business and Management: Republic of The Philippines Tandag City, Main Campus

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College of Business and Management: Republic of The Philippines Tandag City, Main Campus

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Republic of the Philippines

SURIGAO DEL SUR STATE UNIVERSITY

EFFECTIVENESS OF RADIO ADVERTISING AS A MARKETING TOOL

An Undergraduate Research Proposal

As a Requirement for the Degree Bachelor of Science

THE PROBLEM AND ITS SETTING

Advertising is a form of communication used to encourage or persuade the

advertisements on urban commuters towards buying behavior in retail stores and

attempts to determine the role of radio advertising on dissemination of information on

that shopping behavior of urban consumer at retail stores in response to radio

advertisements is highly influenced by the physical, cognitive and economic variables.

example newspaper and television. However, it is still regarded as an important and

the efficacy of products and psychosocial enhancement of consumers at retail outlets.

Promotional efforts by manufacturing and retailing companies appear to focus on

positive emotional appeal to influence consumers through radio advertisements (Yusuff

and Yusuf, 2009).

a vis television or print media.

television: a doubling or tripling in spot seconds results in duplication in recall.

10 second spot should contain 25 words

20 second spot should contain 45 words

30 second spot should contain 65 words

60 second spot should contain 125 words

useful for political message, announcement of a new or little-understood service, or

other sports with information/education content.

cost of a: 30 is usually about 60% to 75%.

input, process and output are presented by three geometric boxes.

satisfaction of the advertisers in terms of services, and the problems encountered by

indulging radio advertisement in terms of costs and customer’s loyalty.

Effects of Radio Advertising Problems encountered of

Statement of the Problem

This study intends to evaluate the effectiveness of radio advertising as a

Specifically, it will seek to answer the following questions:

2.2 customer’s loyalty

3. Are the respondents satisfied with services of the radio stations?

4. What recommendations may be proposed as an output of the study?

Significance of the Study 8

This study is of great importance and benefits to the following people.

help them improve their services through advertising products.

Scope and Limitations of the study

term is defined as an advertisements collectively; the business of writing and publicizing

promote and give publicity through radio broadcasting.

a productive of producing a result.

Management. According to Merriam Webster Dictionary, the term is defined as

conducting and supervising of something (as a business); specially the executive

function of planning, organizing, coordinating, directing, controlling and supervising any

the term is used in management of a radio station.

Marketing. The activity set of institutions and processes for creating,

client, partners, and society at large (http://dictionary.com).

popularity of the advertised product.

licensed to employ an assigned frequency and power.

making of amends, reparation, or payment, as of a claim or obligation. In this study it

refers to the satisfaction of the business owner of a product advertised.

services offered by the radio stations.

LITERATURE REVIEW AND STUDIES

Great advertising is memorable. Advertising can use a variety of techniques to

make an ad memorable. A few of those approaches includes originality,

provocativeness, intelligence, entertainment, or revealing product or consumer insights.

Mitchell and Wells, 2009).

news of the grand opening of a supermarket or bank, or news about a clearance of

famous advertising writer, John E. Kennedy, revolutionized the advertising business in

or an industry. John E. Kennedy’s Definition was good for advertising because it

influenced advertising writers to concentrate on the persuasive aspect of advertising,

advertising today. We now define advertising as follows: Advertising is a sales message,