Chapter 2

Review of Related Literature

Advertisement is a paid, non-personal, public communication

about causes, goods and services, ideas, organizations, peoples, and

places, through means of printed materials and internet.

Advertisements are public notices designed to inform and motivate.

The objective is to change the thinking pattern of the recipient, so that

individuals may be persuaded to take the action desired by the

advertisers which they need to understand what motivates consumers

in the marketplace (Lane, Russell, 2001). Advertising is an audio or

visual form of marketing communication that employs openly

sponsored, non-personal messages. Sponsors of advertising are often

businesses who wish to promote their product or services. Advertising

is communicated through various mass media. The actual presentation

of the message in a medium is referred to as an advertisement or ad.

Advertising is important tool used by the manufacturer for launching

the product or service in the market. In the same manner it is also

aimed at consumer’s education, equipping them with the information

they need, to make informed purchase decisions (O’Quinn, Allen,

Semenik, 2012) with regards to the safe mode of handling the products.

In characteristics of an effective advertisement it should be in

maximum reach in number of people who may be probable customers

at one time. The wording, phrases used, ideas displaying the product or

service must be able to attract the customers attention and should be

able to persuaded people in what you say or convey through

advertisement to contribute in the existence of many buyers and,

therefore, to the self interest of both consumers and marketers ( Arens,

2006). The advertisement must only speak about the truth of the

product and also promotes a higher standard of living; and it provides a

means to disseminate public info about important health, social and

economic issues ( Arnes, 2006) to emphasize the concern for

costumer’s wellbeing all the time.

 Advertisement’s purpose is to influence social values and an

already established positive value, such as ecological responsibility

(Richards, MacRury, Botterill, 2000). Advertising is at the front of

delivering the proper message to customer. Advertising as a business

process, plays a critical role in developing the foundation of a goods

and services that they can rendered (O’Guinn, et al 2012) as for these

the company or organization view marketing advertising as a vital

building block for success (Arnes, Schaefer, 2007)and also keeps our

economy moving forward by fueling the consumption of the buyers

(Drewniary, Sewler, 2014).

Advantage and disadvantage of advertisement; in today’s

generation the issues about advertisement that is often debated is

whether it is beneficial or harmful. Every coin has two sides; therefore

advertisement is useful because it provides the most important

information that the consumer needs. However, disadvantages of

advertisement are that the price of the production is high;

advertisement can be that costly but it is a very effective method for

communicating with large audience (Belch, Belch) and the other is that

the content of the advertisement may be inappropriate for the

children.

Effectiveness of advertisement depends on the communication

skill of the advertising person (Arens, Arens, 2011) and how the

company’s advertisement can convince its target market.

The advertisement is not only beneficial for the company but also

to the consumer and these are as follows:

I. The manufacturer is compelled to maintain the quality of

the goods advertised.

II. Well-advertised goods are generally better in quality.

III. Advertising also acts as an information service and educates

the consumer (O’Guinn, et al 2012).

IV. Advertising stimulates production and reduce the cost per

unit (Drewniary, et al 2014).

 V. Advertising also makes it possible to sell direct to the

costumer by mail order business (Plumer, Rappaport, Hall,

Barocci, 2007).

Advertisement also matters because it’s a mirror in which we live

(Drewniary, et al 2014) and often tries to reflect and reinforce attitudes

and behavioral trends that have already begun to take hold in the

culture or society. Advertisement helps the company to promote their

product and services, the consumers by gaining enough knowledge of

the specific goods or services for them to choose wisely.

 Chapter III

Methods

This chapter present the methods of research data used in this research the subjects

respondents of the investigation. The data gathering instruments, data gathering procedures.

The research instrument that we used is the survey.

The survey contained twelve (12) items of which the hotel meets the expectation of its

customers. So the customers should answer this survey for us to be able to get the data needed in

this research. The respondent indicated the perceived frequency they engaged in each level of

expectation by choosing one out of the three choices: Better than expected, As expected, Less

than expected.

The survey consisted of two parts. The first part contains the name and the address of the

respondents. The second part has twelve (12) statement of the expectation that they should meet.

The respondent choose among the three (3) responses namely: Better than expected, As

expected, Less than expected. The respondent checked the box which best describe the

performance of the service rendered by the hotel.

The survey was distributed personally by the researcher to the respondents. As soon as

the respondents finish answering, it the researchers retrieved the survey. The data as a whole

were analyzed using the researcher processed the result.

 Chapter IV

Today, advertising has become a profession. Advertising is instrument in

generating more employment opportunities and creating diverse kinds of jobs. Through

the medium of advertising people get informed regarding new products.

According to the results of the study the researcher found out that the customers is

more than satisfied of the services of the hotel rendered more than what they are

expected.

Seda Atria hotels aims to be the number one hotel in the city of Iloilo, recently

according online review by trip, Seda Atria Hotels is number one in terms of revenue and

occupancy.
 Chapter V

Conclusion

We conduct a study to the customers iof Seda Atria Hotels if the advertisements of the

Seda Atria hotels are effective enough to convince their target market.

Seda Atria Hotels must create their own unique and remarkable advertisement to compete

to the advertisement of other hotels. They prioritize the needs and welfare of the customers and

provide the best services to satisfy and to show that they can offer much better than what they are

expected.

The advertisement’s task is to provide information and awareness to the society and to

the environment.

Recommendation

After all conclusion were made, we, the researchers recommend the following:

Information

Advertising aims to inform the customers of the new product and services that are

available to the market and information about the product and services, for the customers to able

to think well, if the product or services that they want to acquire is good enough for them.
 Awareness to the development of the following:

 Technology

 Environment

 Public and government issues

 Latest trends

 Health issues

 Sports

 Education
 Bibliography

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O’Guinn, T.,Allen, C., Semenik, R., (2012), Advertising and Integrated Brand

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Lane, R., Russell, T., (2001), Advertising A Framework

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