II.

INTRODUCTION

Advertising is a type of communication designed to convince an Audience

(viewers, readers and listeners) to buy or take formal action upon goods, ideas or
services. It includes the name of a product or services and how the product could do well
to the customers to convince the target market to obtain or to consume that particular
brand. Advertising has several a critical purposes in the business word by enabling sellers
to effectively Compete with one another for the attention of buyers (Christina
Hamlett,1970). Advertising is day to day becoming more professionally organized and
more quality performance (Presbrey,2009).
As we all know, Advertising act an important role in today's modern time. Advertising is
become necessity for everyone in day to day living for traders, producers and consumers.
Try to imagine the newspaper, radio channels or televisions without advertisement.
Nobody can think of it because customers are known for coming to buy and discover what
goods are available in the market. Advertising really benefits the customers to discover
the better products for their own and for their family. Customers always equate the product
in other type of brands so that they get what they want after spending the money. So
advertising shows artistic way in terms of interacting with the people or customers.
The promotion and Preservation of the brand image is another role advertising in
marketing. Advertising is a source of image for brands; it reflects and forms a brands
reception by the public (Biel, 1993).With the help of social media. Consumers have
changed their approach of Consuming. It appears to be influential on the Consumers at
their Evaluation of alternatives stage. It also uses Social Media to interact directly with
brands. Thus, Consumers can get more information about products and services through
engaging with brands. Comparing it with the help of such tools, website review and
opinions platforms that allow them these comparisons through social media.
The relationship between social media and customer decision -making present that social
media affects advertising attitudes, brand attitudes and purchasing intentions of
consumers (Taining, 2012).It will not necessarily affect their decision making, but might
possess a mediating effect. Social media can build brand attitudes that affect buying
behavior. The good image of brand or product can lead the Consumer to make decision
on their purchases. Advertising on social media that is provided by commercial sources
affect both consumer brand attitudes and purchasing intention. With it helps marketers
plan their marketing strategies. Many marketers use social media for marketing
campaigns. It is the easy way to communicate with consumers; also it is inexpensive to
advertise their brands or services (Yang, 2012).
Advertising is the advertisement for a product or a range of products and services in order
to sell them easier; it is a message sent to consumers in order to stimulate their desires.
The advertising activity from a country may offer certain dimensions of the level of the
development of that country. For this purpose, there are several indicators, such as the
share of the advertising spending from the GDP, the advertising spending per capita,
advertising expenditure on various media (TV, radio, newspapers, and magazines) etc.
The multiplication and diversification of the forms of advertising is a consequence of the
economic development in terms of the increasing competition between the economic
operators through the goods offered by them (Foltean F., Lădar L., 2001, p. 63).
Advertising plays an interesting role in the context and the projects of consumption. As I
have tried to suggest elsewhere advertising is one of the ways in which we get into goods
(McCracken 1986a). It Is the conduit through which meanings are constantly transferred
from the culturally constituted world to the consumer good. Ads are what (Lot man and
Uspensky 1978, p. 213) would call a "die casting mechanism." Lot man and Uspensky
devised this term for language and its "transformation of the "open" world of re alia into a
"closed" world of names" (1978, p. 213). But it applies equally well to advertising,
especially in a culture like our own that is constantly opening up the world of sensation
and signification to novel elements and configurations. Advertising helps to capture these
old and new cultural meanings and invest them in consumer goods where they become
accessible to the consumer. A process of constant experimentation is taking place here
in which meanings are suggested and revised, combined and recombined. Advertising
puts at the disposal of modern culture an area of play, experimentation and innovation
with which to fashion new cultural meanings and reorganize and reassign old ones. It is
where culture does its die casting. Advertising in the dictionary sense has a history as old
as that of the human race. Just as soon as there were enough people in the world, some
sort of formal announcement had to be made. The early history of such announcements
- from proclamations to the beginning of pictorial and lettered inscriptions, from these
primitive posters to the discovery of printing, and from the advent of printing to the
beginning of real advertising is of interest only to the archaeologist. It is of no value to the
business entrepreneur. It would be of no assistance to understanding modern advertising
than ancient Phoenicians coins would be to comprehending the principles of a modern
bank. Every attempt to secure the sale of a product or service is advertising. The wares
of the primitive merchant displayed invitingly in front of his booth is advertising. A want
ad, to secure a job or an employee, is advertising. An inscription on a wall, the barker in
front of a side show, the promises of an internet marketer, the announcement of a new
online technology, membership in an affiliate program, wearing a peculiar shirt or
distinctive sticker in your car - all these are forms of advertising in that they seek to attract
attention to a product or a service that is for sale. For a product or a service of general
use, rich and poor, high and low, men, women and even children, must be appealed to
(Fidel Prida, 2008).
 THE SIGNIFICANCE OF ADVERTISING TOWARDS MARKETING STRATEGY

A Qualitative Research Presented to the Senior High School Faculty in Partial

Fulfillment of the Requirements for the Course
Practical Research I

By

LEONARD VINCE ARABES

SHIERA CARIAGA
HADJI ASNAWI

ACCOUNTANCY, BUSINESS & MANAGEMENT

Tacurong National High School Senior High School
Quirino Avenue, City of Tacurong

March 2018