MANUSCRIPT FOR THESIS Before Abstract

CLARET SCHOOL OF QUEZON CITY
PRACTICAL RESEARCH 2
S.Y. 2018-2019
2nd Semester, 4thQuarter
Grade 12
Assessment: Jollibee and McDonald’s TV Commercial Advertisements and their Effect on
Consumer Perception
Submitted by:
6: Bunoan, Lord Crescent D.
8: Capulong, Karl Christian I.
15: Festejo, Jose Percival G.
17: Gaddi, Nolan Edward Y.
28: Palomo, Rey Christopher M.
Grade 12 - Saint Jude Thaddeus
Title Page
Submitted to:
Ms. Merry Joy A. Fernando
Subject Teacher
Date of Submission:
March 7, 2019
Jollibee and McDonald’s 2

Mahinhin St., Diliman, Quezon City, Philippines
Senior High School
CERTIFICATE OF APPROVAL
Is granted for this Thesis entitled
Assessment: Jollibee and McDonald’s TV Commercial

Advertisements and their Effect on Consumers’ Perception
That is prepared and submitted by Lord Crescent D. Bunoan, Karl Christian I. Capulong, Jose
Percival G. Festejo, Nolan Edward Y. Gaddi, and Rey Christopher M. Palomo as part of the
requirements in the course Inquiries, Investigations, and Immersion has been examined and
recommended for ORAL EXAMINATION.

Research Adviser

Mahinhin St., Diliman, Quezon City, Philippines
Senior High School
CERTIFICATE OF SUCCESSFUL ORAL DEFENSE
For this Thesis entitled
Assessment: Jollibee and McDonald’s TV Commercial Advertisements and

their Effect on Consumer Preference
That is prepared and submitted by Lord Crescent D. Bunoan, Karl Christian I. Capulong, Jose
Percival G. Festejo, Nolan Edward Y. Gaddi, and Rey Christopher M. Palomo and has been
approved and accepted as part of the requirements in the course Inquiries, Investigations, and
Immersion.

Research Adviser
PANEL OF EXAMINERS
Approved by the Examination Tribunal on Oral Examination with a grade of ________ on

March 07, 2019.
Abstract
Acknowledgement
With boundless love and appreciation, the researchers would like to extend their heartfelt gratitude
to the people who helped them bring this research to reality. The researchers would like to extend
their profound gratitude to the following:
Their research adviser, Ms. Merry Joy A. Fernando whose expertise, consistent guidance, ample
time spent and consistent advices that helped them bring this study into success.
To the Principal of Claret School of Quezon City, Mrs. Razerly D. Ibanez, and Senior High School
Coordinator, Mrs. Estela S. Nicodemus for their favorable response regarding the study.
To all High School Faculty teachers who had been part to the researchers’ survey by giving their
precious time in answering the questions.
To the defense panel for their constructive comments, recommendations, and critiquing;
Finally, the researchers would like to acknowledge with gratitude the unending support and love
of their family for advises and effort to make this research possible.
List of Table
1 Distribution of the Respondents of the Study…………………………...……………….26
2 Distribution of Respondents Who Will Purchase the Product After Watching.…………..29
Jollibee Advertisement Video
3 Distribution of Respondents Who Will Purchase the Product After Watching…………..30
McDonald’s Advertisement Video
4 Distribution of Respondents Ratings for the Following Criteria………………………….31
for the Jollibee Commercial
5 Distribution of Respondents Ratings for the Following Criteria for the…………………32
McDonald’s Commercial
6 Distribution of Total Excellent Choices from Criteria by the Respondents………………33
7 Distribution of Total Below Average and Good Choices from Criteria by………………34
the Respondents
8 Distribution of Respondents Ratings for the Following Criteria for the………………….35

Jollibee Commercial
9 Distribution of Respondents Ratings for the Following Criteria for the…………………36
Jollibee Commercial
10 Distribution of Respondents Who Will Purchase the Product After Watching…………37
Both Jollibee and McDonald’s TV Advertisement Video

Table of Contents
TITLE PAGE ................................................................................................................................ 1

CERTIFICATE OF APPROVAL ............................................................................................... 2
CERTIFICATE OF SUCCESSFUL ORAL DEFENSE ........................................................... 3
ABSTRACT ................................................................................................................................... 4
ACKNOWLEDGEMENT ............................................................................................................ 5
LIST OF TABLE .......................................................................................................................... 6
CHAPTER 1: THE PROBLEM AND ITS BACKGROUND................................................. 10
STATEMENT OF THE PROBLEM.................................................................................................... 11
HYPOTHESES .............................................................................................................................. 12
SCOPE AND DELIMITATIONS OF THE STUDY ............................................................................... 12
THE SIGNIFICANCE OF THE STUDY ............................................................................................. 13
CHAPTER 2: REVIEW OF RELATED LITERATURES AND STUDIES......................... 14
ADVERTISEMENTS ...................................................................................................................... 15
MARKETING/MARKETERS .......................................................................................................... 17
TYPES OF ADVERTISEMENTS ...................................................................................................... 18
PEOPLE AFFECTED BY ADVERTISEMENTS ................................................................................... 19
THEORY ..................................................................................................................................... 19
PROFESSIONALS ......................................................................................................................... 20
JOLLIBEE .................................................................................................................................... 20
MCDONALD’S ............................................................................................................................ 21
SYNTHESIS ................................................................................................................................. 21
DEFINITION OF TERMS................................................................................................................ 22
CONCEPTUAL FRAMEWORK........................................................................................................ 23
THEORETICAL FRAMEWORK ....................................................................................................... 24
CHAPTER 3: METHODS OF RESEARCH AND PROCEDURES ..................................... 24
RESEARCH DESIGN ..................................................................................................................... 25
POPULATION AND SAMPLING ..................................................................................................... 25
RESPONDENTS OF THE STUDY .................................................................................................... 25

RESEARCH INSTRUMENTS........................................................................................................... 27
DATA GATHERING PROCEDURES ................................................................................................ 28
STATISTICAL TREATMENT OF DATA ........................................................................................... 28
CHAPTER 4: PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA ..... 28
SUB-PROBLEM NO. 1 .................................................................................................................. 29
SUB-PROBLEM NO.2 .................................................................................................................. 30
SUB-PROBLEM NO.3 .................................................................................................................. 33
SUB-PROBLEM NO.4 .................................................................................................................. 34
SUB-PROBLEM NO.5 .................................................................................................................. 35
SUB-PROBLEM NO.6 .................................................................................................................. 36
CHAPTER 5: SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS .................. 37
SUMMARY .................................................................................................................................. 38
CONCLUSION .............................................................................................................................. 38
RECOMMENDATIONS .................................................................................................................. 39
REFERENCES ............................................................................................................................ 40
APPENDIX A: LETTER OF PERMISSION .......................................................................... 44
APPENDIX B: QUESTIONAIRRE .......................................................................................... 45
APPENDIX C: COMPUTATIONS........................................................................................... 52
CURRICULUM VITAE............................................................................................................. 53
Chapter 1
Problem and Its Background
Advertising is any form of communication that is used to merchandise a product to market
it to its consumers. It is also a promotional tool used to influence the decision of the consumers
that when once it is successful, consumers might be able to buy the product. These are used by
companies to raise awareness to their products for their consumers. Television commercials,
billboards, or even online platforms are mediums used to advertise. Advertising gives a
considerable advantage, especially if undergoing a competition with another company. It is an
essential tool of marketing business that achieves competitive selling its products against rivals.
Companies spend money on the advertisements and publicity in order to make sure that the masses
are aware of their products, their features, and advantages over the competitors in forms of print,
online, radio, or television advertisements.
The use of advertisements is effective to boost a firm’s performance. The effectiveness is
evident from the usage of advertisements by companies which has been increasing every year.
Most companies are spending money to advertise their products or services. They expect that
consumers will react positively towards their products or service brand. Hence, the increase in
profitability. However, there is no measurement or evaluation of the effectiveness of advertising,
whether it can increase the sales of the products, or to build brand awareness with the number of
resources poured in for advertising. Despite all efforts of companies through advertising regularly,
the sales of the company have not improved to the desired targets.
This research centers on the impact of advertising on the sales of a product. This study will
shed light on how advertising can affect a consumer’s buying decisions in a growing economy and
how successful advertising can keep businesses going even in the midst of fierce competition. The
sales of the product are the core interests of every organization and based on sales and profit. When
the volume goes up, profits rise and management in organizations is made easier. The purpose of
the study is to establish the impact of advertising on the sales of a product. Every business requires
to adopt an effective system for marketing, distribution, and sales of its products and services.
It is challenging to have a regular and consistent increase in the sales of the product because
of some factors that affect the standard living and purchasing power of the consumers. The research
aims to achieve the following: to be able to determine which factor greatly affects the effectiveness
of a TV advertisement to the consumer’s perception.
Statement of the Problem
The main concern of this research is to determine which of the following TV commercial
advertisements are the most effective?
The study specifically sought to answer are the following questions:
1. What is the more preferred TV commercials between Jollibee and McDonalds?
2. What factor is the most evident for all given family commercials?
3. What factor is the least evident for all given family commercials?
4. What factor is the most evident for the most preferred family commercial?
5. What factor is the least evident for the most preferred commercial?
6. Is there a significant difference on the TV commercial advertisements between Jollibee and
McDonalds impact towards the consumer’s perception?
Hypotheses
Ho: There is no significant difference on the consumer’s perception towards the TV commercial
advertisements of Jollibee and McDonald’s.
Ha: There is a significant difference on the consumer’s perception towards the TV commercial
advertisements of Jollibee and McDonald’s.
Scope and Delimitations of the Study
The limit of this study is the respondent who are professional teachers within the high
school department of Claret School of Quezon City This is due to the teachers exposed to
advertisements such as online, TV commercials and printed advertisements. Another reason why
the researchers chose this location is due to the convenience of the location. The researchers
decided to choose one type of advertisement which is the TV commercial for it being one of the
most used type of advertisement in the world of commerce (really?). The chosen video
advertisement for Jollibee will be “Jollibee Chicken Joy: Sarap ng Pamilya Ngayong Pasko” and
the advertisement for McDonalds will be “Bros”. The reason why they picked these, is due to
having a similar theme of Family and they are the most recent family-themed video advertisement
according to their Youtube channel. The survey will be conducted in the Claret School of Quezon
City. The duration of this study will be from September of 2018 until the March of 2019
The Significance of the Study
The study that the researchers will conduct contributes to a community that is influenced
by advertisements to purchase a particular product. It aims to inform the effects of advertisements
towards consumers and firms. This study can be beneficial to the following:
Advertisers The study would benefit the advertisers for it will let them know what the
most effective marketing strategies that can persuade consumers into buying their products is. As
CollinsDictionary (2018) states, “An advertiser is a person or company that pays for a product,
event, or job to be advertised online, in a newspaper, on television, or on a poster.”
Consumers The study would benefit the consumers to be aware of a product. Consumers
are the foundation of a company which leads the business to have higher sales to their products.
One of the primary goals of a business is to meet the needs of the consumers. They need to get the
customer’s satisfaction to raise their sales further. Considering customer’s satisfaction at all times
for advertising, helps the company increase its long-term goal to repeat the business, to last longer
in the economy.
The Firm The study will benefit the firm because advertising is the arm of marketing
concerned with sending messages to customers through communication media. Advertising can
have a significant impact on the success of small and large businesses alike, and a sizable industry
exists specifically to conceptualize, create and distribute advertisements.
Economy The study would benefit the economy because advertising has, therefore, a
constant impact on the economy of a country. First of all, huge sums are being put into the economy
through the money spent on advertising. Secondly, the quality of advertisements can either drive
the economy to flourish by creating a thriving market environment; or it can cause the market to
stagnate and subsequently create a situation where the economy begins to fail. Money that is being
spent on and as the result of advertising is continually being circulated throughout the economy
by investments, more advertising, and hopefully more spending. The effect of advertising on the
economy is very finely balanced and can swing into either positive or negative very quickly.
Investors The study will benefit the investors because they will be able to determine what
kind of advertisements will be able to influence the consumers into buying the company’s product
or service. When they think that the business has full of opportunities, then it will invest in it. One
way that an investor is persuaded on investing in the business is how successful its marketing
strategy is. They will see if the advertisement programs used are successful in persuading
consumers
Future Researchers This study would help the future researchers to be aware and
knowledgeable of the processes involved in advertising. It would help them to be a better analyst,
and it can be a help as a future reference for more studies in the future.
CHAPTER 2
Review of Related Literatures and Studies

Advertisements
Advertising creativity has a positive influence on the customers’ creativity and their perceptions
of media vehicle value. These are the effects mediated by processing and perceived creativity. The
advertisers should take responsibility for avoiding unintended adverse effects on consumers. They
should also explore and factor in potential positive effects that benefit the consumer (Dahlen,
Modig & Rosengren 2013).
Local media reports news use less harmful words compared to the related media broadcasting
about nonlocal companies when local media reports about local companies. Unusual positive local
media slant strongly relates to firm equity values. The result of this has a substantial impact on
small firms which are held predominantly by individual investors, and firms with illiquid or highly
volatile stock. They documented that one reason for this positive slant, it is the firms' local media
advertising expenses. (Butler & Gurun 2012)
Effects of advertisements must be seen in behavior before we discuss how individuals are affected.
Case history analysis is needed; a new source is outlined. There is a typical structure for the way
sales relates to advertisement exposures. The parameters determining the effects vary within
distributions described. They depend on the brands' situations and the campaigns' objectives.
(Broadbent, 2015).
Advertisements not only change the way a product is consumed by the user but it also alters the
attitude with which they look at the product. All over the world, advertisements have been used
since ages for a wide variety of brands. For over the last two decades, a sharp increase in
advertisements per brand can be witnessed. (Rai, 2013)
For millions of TV watchers, the commercial break is an annoyance and advertisers force us to
watch a brief commercial before playing the video in popular sites such as YouTube and Hulu.
(Nobel, 2011)
Advertising plays a significant role in modern life. It shapes the attitudes of society and the
individual and inevitably influences customer behavior. The primary goal of advertising a
particular product or service is to analyze the impact of advertising on customer and attract the
customer’s attention and behavior, which is determined by a multitude of aspects, although the
psychological-cognitive, emotional and behavioral-ones play the most crucial role. (Sandra et al.,
2009).
Advertising has an impact on sales increase. Audio, visual, spoken, traditional and modern
advertising have an impact on the amount of sales increase. (Yousefi, 2016).
Using advertisements in establishing and achieving a healthy and powerful brand is one of the
priorities for any organization because it follows many benefits. The strong brand gives the
possibility to a company for setting itself in the market, avoiding the company exposed to danger
by competitive actions and having an essential role in cooperating and supporting the brand
expansion chances. (Allahbakhsh, 2012).
Internet contextual advertisement enhances brand recognition and induces favorable attitudes
towards the advertisement. Also, consumers have higher recall rates and attitudes towards the
brand when they are exposed to a less complicated contextual advertisement or when they are
exposed to a sophisticated, non-contextual advertisement. (Chun et al., 2015).
Marketing/Marketers
Marketers can use underdog narratives to affect consumers' perceptions of and purchase of brands
positively, she says. "Underdog narratives are often delivered to consumers through the rhetorical
device of a brand biography, an unfolding story that chronicles the brand's origins, life experiences,
and evolution over time in a selectively constructed story." (Martha Lagace, 2010).
Marketing and creative department, work together to formulate advertisements that appeal to the
audience’s curiosity. A good advertisement will increase sales and brand awareness. For
consumers, advertisements are not what consumers need; however, an ad is an excellent way for
consumers to find out about the products or services they do need. Understanding how advertising
affects consumer behavior will allow them to create stronger, more memorable ads. (Tortorice,
2017).
Advertisers are increasingly monitoring people's online behavior and using the information
collected to show people individually targeted advertisements. (Boerman, 2016).
A modern human being lives in a world governed by different brands of goods and services
consumption which has become a religion of our time. This ideology is created through various
promotional techniques designed to convince us that if we consume certain products, our life will
be better, happier and more successful. Nowadays, everyone is influenced by advertising, and we
do not even realize how it affects us. (Sventla, 2014).
Types of Advertisements
Time-compressed television advertisements have a superior recall for consumers. Time-
compressed television advertisements can give consumers a remembrance that will enable them to
recall their product. A good recall gets the attention of the consumers and affects their perception
of the product. (Stephens, 2013).
Online advertising has experienced phenomenal growth since its inception in 1994. The creative
characteristics of effective banner ads in the online gaming arena include more substantial size and
the absence of promotional incentives and the presence of information about casino games. In
contrast, banner features such as animation, action phrase, and presence of company brand or logo
were ineffective in generating click-throughs. Contrary to expectations, long messages on banners
associates with higher click-through rates. (Boerman, 2016).

People affected by Advertisements
The issues of advertising directed to children have been receiving considerable attention recently.
They also claim that it is a growing concern over how advertisers are using the internet to
communicate with children and sell to them. Few groups feel that protecting children is the
responsibility of the government for prevention from potentially harmful effects from advertising.
On the other hand, others argue that parents are ultimately responsible for doing so. It is vital for
many companies to communicate directly with children. (Barve et al., 2015).
Children are a different type of audience for advertising. The is since children lack understanding
and maturity when watching an advertisement. These skills will develop as they go through
adolescence where their ability to understand the nature and intent of the advertisement becomes
clearer for them. (Young, 2015).
Theory
Advertising budgeting theory suggests some essential components of that decision-making
process. Most executives indicate that computers are used in the advertising budgeting process;
only about one-third of them also analyze advertising-sales response functions. The majority of all
executives believe that their company's advertising budgeting procedures need “some” or “much”
improvement and many offer recommendations. The use of computers and software packages and
suppliers, variables, and databases typically analyzed and the perceived performance of their
budgeting procedures, among other factors (Lancaster & Stern 2013)
Professionals
Professional respondents are typically identified as having a high level of survey-taking activity,
but the specific measure might include the number of individual surveys completed in a given time
frame. (Hillygus et al., 2014)
Professionals give less cognitive effort to answering the survey, as evidenced through fast response
times, use of “don’t know” responses, item non-response, random response selection, open-ended
gibberish, or straight-lining responses (Baker et al., 2010).
Jollibee
Jollibee ended 2018 with bets on braised pork and avocado sandwiches and soup dumplings while
bringing its signature fried chicken to more homesick Filipinos overseas, aiming for a spot in the
world's top 5 fast-food chains. The homegrown company is also poised to benefit from both easing
inflation and election-related demand this year, in a boost to its expansion and acquisition war
chest, analysts said. Shares of the Philippines' largest quick-service-restaurant operator have
climbed steadily since late September, with a one-year return of 22.2 percent as of January. Net
income in the first nine months of 2018 rose 26 percent to P2 billion. (Fenol & Guinto, (2019).
McDonald’s
McDonald’s is the biggest restaurant chain and restaurant company in the world. McDonald’s
status makes it a target for critics and groups looking to influence the restaurant industry. This
outside attention forces the company to make changes that perhaps other concepts would not have
to worry about. (Maze, 2017).
Synthesis
Advertisements are a potent tool that advertisers of companies use. It creates a diversion for the
consumers for them to be able to be interested. Companies also earn much profit through the
advertisements even if they spend too much for the advertisement. They focus more on the quality
of the commercial advertisement for them to be able to catch the attention of the consumers. Once
they get the attention, consumers will be interested and will check on the product to test it.
Advertisements create an impact on the sales of the product with a good advertisement result in a
high rise to the sales of the product. On the other hand, a lousy advertisement will lead to a
significant fall in the sales of the product.
Dahlen, Modig & Rosengren, Stephens, Broadbent, Rai, and Lancaster & Stern, concluded that
advertisements could change the behavior of the consumers into buying a product. It implies that
advertisements have a significant influence on the consumers which makes advertisers successful.
Advertisers formulate creative ways to get the consumers' attention. Young and Nobel also imply
that audiences who ages between 13-19 years old are best suitable audiences for advertisements.
They are much easier attracted to advertisements of a product whenever exposed.

Chun, Yousefi, Pawar, Sandra, Susniene, & Valdas, and Rai conclude that advertisements have
an impact on the sales of a product. When an advertisement changes the attitude or the behavior
of the consumer, its capability to buy the product is most likely. It implies that advertisements
change the attitude of the consumers towards the product. Barve and Boerman also support a claim
that consumers ages between 13-19 years old are a good variety of audiences. The exposure of
these children to social media lets advertisers get their attention easily by putting time-compressed
advertisements at a social media platform.
Definition of Terms
To help the reader comprehend the study easier, the terms used were defined for a better
understanding and justification of the study.
1. Advertisements – A marketing strategy used by companies to promote their products
2. Advertiser – Person or company that pays for a product, event, or job to be advertised
online, in a newspaper, on television, or a poster
3. Brand – Type of product manufactured by a particular company under a particular name
4. Commercials – a television advertisement and promotions
5. Consumers – a person who purchases goods or services for personal or professional use
and being affected by the advertisements
6. Impact – having a substantial effect on something

7. Marketing – the action of promoting and selling products or services, including market
research and advertising
8. Product – produce from the business advertised to the public
9. Profit – a financial gain, especially the difference between the amount earned and the
amount spent in buying, operating, or producing something which can be affected by
advertising
10. Publicity – a type of promotion that relies on the public relations effect of a news story
usually carried free by mass media
11. Sales – the exchange of a commodity for money; the action of selling something
12. Service – assistance is given to customers during and after the sale of goods
Conceptual Framework
1. Organization
2. Creativity
3. Language and
1. Survey Effect on
Delivery 2. Tallying Consumer’s
3. Interpretation Perception
4. Target Audience
5. Overall Effectiveness
This study focuses on the responses of high school teachers in Claret School of Quezon
City. They will be surveyed with the organization, creativity, language and delivery, target
audience, and overall effectiveness of the chosen advertisements from Jollibee and McDonald’s.
By gathering this, we will be able to determine the effect on consumer’s perception.
Theoretical Framework
Mr. Hovland’s Message Learning Theory states that when more people learn and remember from
an advertisement, the more effective the advertisement will be. His research designed around the
step-by-step process through which people are persuaded: attention, comprehension, yielding and
retention of the message. The source of the message had a substantial persuasive impact on
audiences. They believed that audiences evaluate a source using two independent characteristics:
the degree to which the speaker is perceived to be an expert on the topic and the degree to which
the speaker is perceived to be trustworthy.
It is implied that an advertisement can only be persuasive when people can earn and remember the
advertisement. It requires specific strategies to make an advertisement persuasive to the public.
When an advertisement has such qualities that make it a persuasive advertisement, audiences of
the said advertisement can learn and remember the product being advertised more easily. The
persuasion will also depend on how the advertisement was delivered to the audiences. When an
advertisement is delivered personally, the one advertising the product must at least have a formality
to make it more appealing for the audiences.
Chapter 3
Methods of Research and Procedures

Research Design
The study will utilize a quantitative descriptive research design. According to Marilyn
Zurmuehlin Working Papers in Art Education 1, a descriptive survey attempts to establish the
range and distribution of education or training, occupation, and location, and to discover how these
characteristics may be related to specific behavior patterns or attitudes which are some of the social
characteristics.
Population and Sampling
The sources from which the researcher attained the data and information to achieve the
objectives in the study came from the high school teachers of Claret School of Quezon City. The
research itself lasted from September 2018 to March 2019.
The sampling technique that is going to be utilized, is the convenience random sampling
technique. The researchers are going to survey at least 35 respondents in the high school
department of Claret School of Quezon City.
Respondents of the Study
Table 1
Distribution of the respondents of the Study
Respondents Population %
Age
Young Adults 54 78
Adults 15 22
Seniors 0 0
Gender
Male 30
43
Female
39
57
Table 1 shows the number of respondents that will be taken from each sample,
specifically the number of young adults, adults and seniors. The population consists of teachers
in the high school department of Claret School of Quezon City.
There are thirty-four (34) respondents who are young adults with an age range of
eighteen (18) to thirty-five (35) years old, which consists of eighty-nine (89) percent of the total
population. There are four (4) adults with an age range of thirty-six (36) to fifty-nine (59) which
consists of eleven (11) percent of the total population of people the researchers surveyed. There
are zero (0) senior respondents with an age range of sixty (60) and beyond.
Table 1 also shows the number of respondents that was taken from each sample,
specifically the number of male and female respondents. The population consists of teachers in
the high school department of Claret School of Quezon City.
There are fourteen (14) respondents who are male which consists of thirty-seven (37)
percent of the total population. There are twenty-four (24) females which consists of sixty-three
(63) percent of the total population of people the researchers surveyed.
Research Instruments
1.) Rubric
In measuring the effectiveness of the tv commercials, the researchers used a rubric.
According to Heidi Goodrich Andrade, rubric is a scoring tool that lists the criteria for a
piece of work. This instrument will be given to respondents where they will grade which
the commercial is effective than the other.
2.) Demographics Questionnaire
To identify the demographics of the respondent, the researchers used the
demographics questionnaire. The demographic questionnaires’ purpose is to identify the
characteristics of a person. In identifying the demographic of a person, the researchers can
use this data to analyze how each demographic determines the effectiveness of a product.
3.) Letter of Permission
The letter of permission is a consent letter where it requests the respondents’
demographics and answers regarding the survey. The researchers used this so they can have
consent when surveying the teachers in the high school department of Claret School of Quezon
City.
Data Gathering Procedures
The researchers in the conduct of the study will undertake the following procedures:
1.) Construct the research instruments of the study.
2.) Seek permission from the principal of the high school Claret School of Quezon City to the
purpose of the study.
3.) Finalize the research instruments and have it ready for distribution
4.) Distribute survey and demographic questionnaires to the respondent.
5.) Gather the data from the survey questionnaire
6.) Process and analyze the gathered data.
7.) Collect the data that will be used to answer the sub-problems and hypotheses of the study.
Statistical Treatment of Data
1.) Slovin’s Formula – This is used to determine the sample population of our respondents.
𝑁
a. Formula: 𝑛 = 1+𝑁𝑒 2
Chapter 4
Presentation, Analysis and Interpretation of Data

The purpose of the study is to determine the effective of a TV advertisement to the
consumer’s perception. The researchers need to test their hypotheses if there is significant
difference on the TV commercials advertisements between Jollibee and McDonald’s impact
towards the consumer’s perception. This chapter describes the analysis of data followed by a
discussion of the research findings. The findings relate to the research questions and hypotheses
Sub-Problem No. 1: What is more preferred TV Commercials between Jollibee and McDonalds?
Table 2
Distribution of Respondents Who Will Purchase the Product After Watching Jollibee
Advertisement Video
Yes No Total
By watching Jollibee’s
advertisement video, would you 58 (84%) 11 (16%) 69 (100%)
purchase their product?
Table 3
Distribution of Respondents Who Will Purchase the Product After Watching McDonald’s
Advertisement Video
Yes No Total
By watching McDonald’s
advertisement video, would you 47 (68%) 22 (32%) 69 (100%)
purchase their product?
From the survey question given, for the respondents, they prefer the TV Advertisement Video of
Jollibee than McDonald’s. 58 respondents, 84% of the population, agreed to which they will
purchase the product of Jollibee once after they have watched it compared to McDonald’s 47, 68%
of the population, out of the 69 respondents.
Sub-Problem No.2: What factor is the most evident for all given family commercials?
Table 4
Distribution of Respondents Ratings for the Following Criteria for the Jollibee Commercial
Criteria Excellent Good Below Average
Organization 45 24
Creativity 50 19
Language and Delivery 46 23
Target Audience 48 20 1
Overall Effectiveness 50 19
Table 5
Distribution of Respondents Ratings for the Following Criteria for the McDonald’s Commercial

Organization 27 41 1
Creativity 33 35 1
Language and Delivery 34 33 2
Overall Effectiveness 34 33 2
Table 6
Distribution of Total Excellent Choices from Criteria by the Respondents
Criteria Excellent
Organization 72
Creativity 83
Language and 80
Delivery
Target Audience 83
Overall 84
Effectiveness
Based on the results of the study, it is shown that the most evident factor in the given family
commercials is the overall effectiveness. It is said that in the commercials of Jollibee and
McDonald’s that the overall effectiveness has been very evident. It concludes that both of the
advertisement video of Jollibee and McDonald’s are very persuasive, enthusiastic and its purpose
is easily seen.
Sub-Problem No.3: What factor is the least evident for all given family commercials?
Table 7
Distribution of Total Below Average and Good Choices from Criteria by the Respondents
Criteria Below Average
and Good
Organization 66
Creativity 55
Language and 58
Delivery
Target Audience 54
Overall 54
Effectiveness
Based on the results of the study, it is shown that the least evident factor in the given family
commercials is the Organization criteria having 66 respondents with Below Average and Good
Criteria Combined. It is said that in the commercials of Jollibee and McDonald’s that the
Organization of the video is least evident. It concludes that both commercials are somehow
misleading and could not deliver the information well.
Sub-Problem No.4: What factor is the most evident for the most preferred family commercial?
Table 8
Organization 45 24
Creativity 50 19
Based on the results of the study, it is shown that there are two most evident factors in the most
preferred family commercial and these are the Creativity Criteria, having 50 respondents (73%),
and Overall Effectiveness Criteria with also 50 respondents (73%). It is said that in the
commercials of Jollibee that the Creativity of the video and Overall Effectiveness of the video is
evident which means that the commercial contains creative details that contribute to the viewer’s
enjoyment and is very persuasive, enthusiastic and its purpose is easily seen.
Sub-Problem No.5: What factor is the least evident for the most preferred commercial?
Table 9
Organization 45 24
Creativity 50 19
Based on the results of the study, it is shown that the least evident factor in the given family
commercials is the Target Audience Criteria having 1 respondent (2%) in the Below Average
Criteria. It is said that in the commercial of Jollibee that the target Audience of the video is least
evident. It concludes that the commercial of Jollibee had a hard time identifying the target audience
Sub-Problem No.6: Is there a significant difference on the consumer’s perception towards the TV
commercial advertisements of Jollibee and McDonald’s?
Table 10
Distribution of Respondents Who Will Purchase the Product After Watching Both Jollibee and
McDonald’s TV Advertisement Video

Yes No Total
105 (76%) 33 (24%) 138 (100%)
______________________________________________________________________________
The results shown are the respondent’s answer regarding purchasing the company’s product. When
summed both “Yes” option of the survey, the total is 105 which is the 76% of the entire
respondents. The summed both “No” option of the survey, the total is 33 which is 24% of the entire
respondents. This goes to show that the majority of people are affected by the TV advertisement.
Since 76% of the population agrees to that they would purchase the product from watching the
advertisement and only 24% of the population would not purchase, it is significantly different.
Chapter 5
Summaries, Conclusions, and Recommendations

Summary
Based from the results, the effectiveness of a TV advertisement to the consumers’ perception
is evident. 76% of the respondents says they would purchase the products after watching the TV
advertisements from Jollibee and McDonald’s. While only 24% would not purchase the products
after watching the advertisement video. This is because of the overall effectiveness of the
advertisements. The overall effectiveness of the advertisement is most evident factor according to
our results.
Conclusion
The study showed that there was change in consumers’ perception, hence an effect was
occurred. This is due to the fact that that the majority of the respondents are affected by the TV
advertisement shown. The results show that the most evident factor is overall effectiveness.
Overall effectiveness is when the advertisement is effective and the actors are enthusiastic and the
purpose of the presentation is achieved. This study was able to give a light on consumers
perception on TV advertisements. This may give the industry an idea on what to offer in the
market. This study was also able to show not only the efficiency but the apprehensions that the
consumers have on TV advertisements which should be addressed by the people in the industry.
Since this study was conducted only in a specific location, this does not cover the entire
consumers’ perception. Further, this study is contextualized only in the TV advertisements here in
the Philippines. This limits the responses to the concerns in the Philippine market. It would be
best that the future researchers widen their sample respondents.

Recommendations
1. It is recommended to future researchers that when surveying, there should be more TV
advertisements shown when surveying. This would grant more accurate results.
2. It is also recommended that the businesses should focus on the overall effectiveness when
creating an advertisement. This is due to the fact that it is the most evident factor when
creating an advertisement.
References
A. Studies
Allahbakhsh, A., (2012). Review the Impact of Advertising and Sale Promotion on Brand Equity.
Journal Business Studies Quarterly. Retrieved from:
https://pdfs.semanticscholar.org/7406/2168030ae79825d055a503496d5d52ccdeb0.pdf
Barve, G., Sood, A., & Virmani, T., (2013). Effects of Advertising on Youth (Age Group
of 13-19 Years Age). Journal of Mass Communication & Journalism. Retrieved from:
https://www.omicsonline.org/open-access/effects-of-advertising-on-youth-age-group-of-
1319-years-age-2165-7912-1000260.php?aid=55059
Boerman, S., (2016). Internet advertising effectiveness. International Journal of advertising.
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Boerman, S., (2016). Online Behavioral Advertising: A Literature Review and Research Agenda.
Journal of advertising. Retrieved from:
https://www.tandfonline.com/doi/full/10.1080/00913367.2017.1339368#
Chun, K., (2015). Are Contextual Advertisements Effective. Intrenational Journal of advertising.
Retrieved from: https://www.tandfonline.com/doi/abs/10.2501/IJA-33-2-351-371
Pawar, A., (2014). STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON
INTEGRATED MARKETING COMMUNICATION. Dissertation. Retrieved from:
http://www.dypatil.edu/schools/management/wp-content/uploads/2015/05/Study-Of-The-
Effectiveness-Of-Online-Marketing-On-Integrated-Marketing-Communication-Amruta-
Pawar.pdf
Rai, N., (2013). IMPACT OF ADVERTISING ON CONSUMER BEHAVIOUR AND
ATTITUDE WITH REFERENCE TO CONSUMER DURABLES. Academia. Retrieved
from:
https://www.academia.edu/31955064/IMPACT_OF_ADVERTISING_ON_CONSUMER_
BEHAVIOUR_AND_ATTITUDE_WITH_REFERENCE_TO_CONSUMER_DURABLE
Sandra, J., Susniene, D., & Valdas N. (2009). The Psychological Impact of Advertising on the
Customer Behavior.Research Gate. Retrieved from:
https://www.researchgate.net/publication/45459523_The_Psychological_Impact_of_Adv
ertising_on_the_Customer_Behavior
Sventla, F., (2014). THE ROLE OF ADVERTISING IN PROMOTING A PRODUCT. Theseus.
Retrieved from:https://www.theseus.fi/bitstream/handle/10024/80777/Frolova_Svetlana.pdf
Yousefi, A., (2016). The Role of Advertisement in Sales Increase and Promotion: A Case Study
of Hamadan Province Insurance Companies. International Journal of Innovative Research in
Science, Engineering and Technology. Retrieved from:
https://www.ijirset.com/upload/2016/april/231_The.pdf
B. Books
Stephens N., (2013). The Effectiveness of Time-Compressed television Advertisements with
Older Adults. Journal of Advertising, Vol. 11. p. 48-76.
C. Online Sources
Broadbent, S., (2015). What do advertisements really do for brands?. International Journal of
Advertising. Vol. 19, p. 147-165.

Butler, A., Gurun, U., (2012). Don't Believe the Hype: Local Media Slant, Local Advertising, and
Firm Value. Journal of Advertisng, Vol. 67. p. 561-597.
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Retrieved from: https://hbswk.hbs.edu/item/the-consumer-appeal-of-underdog-branding
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U.S. Consumer Advertisers. Journal of advertising. Vol. 12, p. 4-9.
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https://www.forbes.com/sites/hbsworkingknowledge/2013/01/14/the-scientific-secrets-
behind-capitvating-online-ads/#1a1e80e8783f
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from: https://www.infront.com/blog/the-blog/how-advertising-affects-consumer-behavior
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ATTITUDE WITH REFERENCE TO CONSUMER DURABLES. International Journal of
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Findings. Journal of Advertising. Vol.9, p. 1-14.
Appendix A: Letter of Permission

Appendix B: Questionairre
ASSESSMENT: JOLLIBEE AND MCDONALD’S TV COMMERCIAL ADVERTISEMENTS

AND THEIR EFFECT ON CONSUMERS PERCEPTION
DEMOGRAPHICS QUESTIONNAIRE
Name (Optional):_____________________________________________ Date:__________
Instructions: We, the student researchers of Grade 12 – Saint Jude Thaddeus from Claret School of
Quezon City, are currently tasked to conduct a research in partial fulfilment of the requirements in the
subject in Inquiries, Investigation, and Immersion. Please answer all questions by checking the blank
space provided that corresponds to your answers. Kindly answer the questionnaire as accurately and as
honestly as possible. Rest assured that all information presented will be confidential. This will be of great
help for the success of the research study. Thank you for your cooperation.
1.) What is your gender?
Male Female
2.) To what age group (in years) do you belong?
Young Adult (18 – 35)
Adult (36 – 59)
Senior (60 and above)

AND THEIR EFFECT ON CONSUMER’S PERCEPTION
Instructions: Evaluate the given advertisement using the rubric below. Check the desired box under the
criteria set.
JOLLIBEE
Excellent Good Below Average

(20pts) (15pts) (10pts)
Organization Information was extremely Information was organized Information was

organized in the delivery of in the delivery of the unorganized in the delivery
(10%) this presentation. The order presentation. The order was of this presentation. The
of the presentation was somewhat clear. For the order was unclear and
clear and easy to follow. most part it was not confusing
confusing to follow.
Creativity The advertisement contains The advertisement contains The advertisement shows
many creative details that a few creative details. little evidence of creativity
(25%) contribute to the viewer's in the project.
enjoyment.
Language Actors used sentence Actors used sentence Actors used pronunciation
and Delivery pronunciation and/or body pronunciation and/or body and/or body language that
language that was language that was mostly detracted from the
(15%) appropriate in supporting appropriate in supporting presentation and did not
the topic. Actors made the topic. Actors made support the topic. Actors
excellent use of somewhat correct use of did not make appropriate
intonation/body language intonation/body language use of intonation/body
and, kept the attention of and, kept the audience's language; audience's
the audience the whole attention for the most part. attention showed disinterest
time.
Target Target audience is easy to Target audience is Target audience is hard to

Audience identify somewhat identifiable identify
(10%)
Overall Advertisement was very Advertisement was Advertisement was

Effectiveness effective/persuasive and somewhat ineffective/not persuasive
actors/audience were effective/persuasive and and actors/audience were
(40%) especially enthusiastic; and, actors/audience were unenthusiastic; the purpose
the purpose of the enthusiastic. The purpose of for the commercial was not
presentation was achieved. the commercial was mainly achieved.
achieved.
TOTAL
Source: https://www.rcampus.com/rubricshowc.cfm?code=J57B2C

Instructions: Evaluate the given advertisement using the rubric below. Check the desired box under the
criteria set.
MCDONALDS
Excellent Good Below Average
(20pts) (15pts) (10pts)
Organization Information was extremely Information was organized Information was

organized in the delivery of in the delivery of the unorganized in the delivery
(10%) this presentation. The order presentation. The order was of this presentation. The
of the presentation was somewhat clear. For the order was unclear and
clear and easy to follow. most part it was not confusing
confusing to follow.
Creativity The advertisement contains The advertisement contains The advertisement shows
many creative details that a few creative details. little evidence of creativity
(25%) contribute to the viewer's in the project.
enjoyment.
Language Actors used sentence Actors used sentence Actors used pronunciation
and Delivery pronunciation and/or body pronunciation and/or body and/or body language that
language that was language that was mostly detracted from the
(15%) appropriate in supporting appropriate in supporting presentation and did not
the topic. Actors made the topic. Actors made support the topic. Actors
excellent use of somewhat correct use of did not make appropriate
intonation/body language intonation/body language use of intonation/body
and, kept the attention of and, kept the audience's language; audience's
the audience the whole attention for the most part. attention showed disinterest
time.
Target Target audience is easy to Target audience is Target audience is hard to

Audience identify somewhat identifiable identify
(10%)
Overall Advertisement was very Advertisement was Advertisement was

Effectiveness effective/persuasive and somewhat ineffective/not persuasive
actors/audience were effective/persuasive and and actors/audience were
(40%) especially enthusiastic; and, actors/audience were unenthusiastic; the purpose
the purpose of the enthusiastic. The purpose of for the commercial was not
presentation was achieved. the commercial was mainly achieved.
achieved.
TOTAL
Source: https://www.rcampus.com/rubricshowc.cfm?code=J57B2C

Instructions: Evaluate the given advertisement using the rubric below. Check the desired choices.
1. By watching Jollibee’s advertisement video, would you purchase their product?
Yes No
2. By watching McDonald’s advertisement video, would you purchase their product?
Yes No
Appendix C: Computations
Chapter 4 – Slovin’s Formula
82
n=
1 + 82 (0.05)2
n = 68.05
n = 69 (Rounded Up)
Curriculum Vitae
PERSONAL INFORMATION
Name: Lord Crescent D. Bunoan
Date of Birth: September 23, 2001
Place of Birth: Quezon City, Philippines
Nationality: Filipino
Gender : Male
Civil Status: Single
Religion: Catholic
Language Spoken: English and Filipino
Father's Name : Julian Rene L. Bunoan
Mother's Name: Aida D. Bunoan

Contact Number: 0927 873 1004
Highest Educational Attainment: High School Graduate 2018-2019 (Candidate)
Secondary Education:
SY: 2014 – 2019
Claret School of Quezon City
Mahinhin St., UP Village, Diliman, Quezon City
Elementary Education:
SY: 2008-2014
Address : Unit 21 PUDHC Townhouse, Belen St., Gulod,

Quezon City
SY: 2018 – 2019

Curriculum Vitae
Name: Karl Christian I. Capulong
Date of Birth: April 1 2001
Place of Birth: Quezon City
Gender: Male
Religion: Catholic
Father's Name: Carlos B. Capulong
Mother's Name: Ireen I. Capulong
Highest Educational Attainment: High School Graduate 2018-2019
(Candidate)
SY: 2014 – 2019
SY: 2008-2014
Address: 32 Mabait St., UP village, diliman, Quezon City
SY: 2018-2019
Curriculum Vitae
Name: Jose Percival G. Festejo
Date of Birth: October 29, 2001
Place of Birth: Sta. Mesa, Manila
Gender: Male

Religion: Christian
Father's Name: JoJo V. Festejo
Mother's Name: Yvonne A. Gaddi
Highest Educational Attainment: High School Graduate 2018-2019 (Candidate)
SY: 2014 – 2019
SY: 2008-2014
Address: #19 Xavierville Avenue, Loyola Heights, Quezon
City
SY:2018-2019
Curriculum Vitae
Name: Nolan Edward Y. Gaddi
Date of Birth: April 21, 2001
Place of Birth: Marikina City
Gender: Male

Religion: Protestant
Father's Name: Nestor Cato Gaddi
Mother's Name: Adelaida Yanga Gaddi
Highest Educational Attainment: High School Graduate
2018-2019 (Candidate)
SY: 2014 – 2019
SY: 2008-2014
Address: 18 Hogan St., Ayala Hillside Estates, Old Balara,
Quezon City
SY: 2018 - 2019

Curriculum Vitae
Name: Rey Christopher M. Palomo
Date of Birth: April 1, 2002
Place of Birth: Muntinlupa City
Gender : Male

Religion: Roman Catholic
Father’s Name : Rey Anthony T. Palomo
Mother’s Name: Ma. Luisa M. Palomo
Highest Educational Attainment: High School Graduate
2018-2019 (Candidate)
SY: 2017 – 2019
SY: 2009-2014
SY: 2004 – 2009
Starland International School
Kamias RD, Project 2, Quezon City

Address: 22 Mabait St., Teacher's Village, Quezon City
SY: 2018 - 2019

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CLARET SCHOOL OF QUEZON CITY

2nd Semester, 4thQuarter

Assessment: Jollibee and McDonald’s TV Commercial Advertisements and their Effect on

6: Bunoan, Lord Crescent D.

8: Capulong, Karl Christian I.

15: Festejo, Jose Percival G.

17: Gaddi, Nolan Edward Y.

28: Palomo, Rey Christopher M.

Grade 12 - Saint Jude Thaddeus

Ms. Merry Joy A. Fernando

CLARET SCHOOL OF QUEZON CITY

Is granted for this Thesis entitled

Assessment: Jollibee and McDonald’s TV Commercial

Ms. Merry Joy A. Fernando

CLARET SCHOOL OF QUEZON CITY

CERTIFICATE OF SUCCESSFUL ORAL DEFENSE

For this Thesis entitled

Assessment: Jollibee and McDonald’s TV Commercial Advertisements and

Ms. Merry Joy A. Fernando

Approved by the Examination Tribunal on Oral Examination with a grade of ________ on

their profound gratitude to the following:

precious time in answering the questions.

1 Distribution of the Respondents of the Study…………………………...……………….26

2 Distribution of Respondents Who Will Purchase the Product After Watching.…………..29

Jollibee Advertisement Video

3 Distribution of Respondents Who Will Purchase the Product After Watching…………..30

McDonald’s Advertisement Video

4 Distribution of Respondents Ratings for the Following Criteria………………………….31

for the Jollibee Commercial

5 Distribution of Respondents Ratings for the Following Criteria for the…………………32

6 Distribution of Total Excellent Choices from Criteria by the Respondents………………33

8 Distribution of Respondents Ratings for the Following Criteria for the………………….35

9 Distribution of Respondents Ratings for the Following Criteria for the…………………36

10 Distribution of Respondents Who Will Purchase the Product After Watching…………37

Both Jollibee and McDonald’s TV Advertisement Video

TITLE PAGE ................................................................................................................................ 1

RESPONDENTS OF THE STUDY .................................................................................................... 25

Problem and Its Background

Advertising is any form of communication that is used to merchandise a product to market

considerable advantage, especially if undergoing a competition with another company. It is an

online, radio, or television advertisements.

The use of advertisements is effective to boost a firm’s performance. The effectiveness is

profitability. However, there is no measurement or evaluation of the effectiveness of advertising,

of a TV advertisement to the consumer’s perception.

Statement of the Problem

advertisements are the most effective?

The study specifically sought to answer are the following questions:

1. What is the more preferred TV commercials between Jollibee and McDonalds?

6. Is there a significant difference on the TV commercial advertisements between Jollibee and

McDonalds impact towards the consumer’s perception?

advertisements of Jollibee and McDonald’s.

advertisements of Jollibee and McDonald’s.

Scope and Delimitations of the Study

The Significance of the Study

by advertisements to purchase a particular product. It aims to inform the effects of advertisements

event, or job to be advertised online, in a newspaper, on television, or on a poster.”

exists specifically to conceptualize, create and distribute advertisements.

Review of Related Literatures and Studies

Modig & Rosengren 2013).

advertising expenses. (Butler & Gurun 2012)

advertisements per brand can be witnessed. (Rai, 2013)

advertising have an impact on the amount of sales increase. (Yousefi, 2016).

expansion chances. (Allahbakhsh, 2012).