The Reach of the Advertising of St. Mary’s College Quezon City Among Residents of Barangay Laging Handa

Abstract

This study looks at how the advertisement of St. Mary’s College, Quezon City reaches its target market. This study may also aid other establishments for their methods in advertising. This is research that can help aspiring people in business, entrepreneurs, and the like. The researchers chose the Theory and Practice of School Choice by Paul E. Peterson and the Persuasion Theory by Carl I. Hovland, to further explain how the flow of advertising may or may not work. The researchers chose the DAGMAR Theory by Russell Colley to connect and relate both theories to explain the said flow of advertising and how it may or may not work, because it shows the process of effective advertising. The researchers chose Barangay Laging Handa, for two reasons: 1) accessibility, since one of the researchers live there, and 2) proximity, being the nearest barangay to school. The researchers made sure to ask permission from the respondents first before handing out the survey forms. The researchers gave out survey forms that do not focus on St. Mary’s College, Quezon City, to avoid any bias or to avoid the respondents appealing to the researchers. In line with this, they have included other schools in the survey forms, so that they may also gather data on what the school lacks among the competitors. Results show that parents’ choice of school is because of the following: cost of tuition, disciplinary action taken by the school, facilities, parent-school connection, security, and proximity. But most of the schools that were included in the survey, including St. Mary’s College, Quezon City, are known mostly by either the proximity or due to word of mouth. The top 3 schools that are well-known are St. Mary’s College, Quezon City, Piagetian, and Neo-VisionSchool. Respondents also believe that proximity is an essential factor to consider because they find it convenient for both for them and the child. The results agree with these statements because even though other schools aren’t that well-known, they are still somehow acknowledged due to them being able to pass by the institution. The researchers learned that though the school’s advertising is largely ignored, it is still well known due to its proximity and convenience of its location. The residents are more comfortable with institutions that are within their reach, and St. Mary’s College, Quezon City is one. The researchers also viewed this as a factor that should be considered not only for schools but also for other establishments such as restaurants and the like. This will help the said establishments to prioritize their potential clients.