Reception Analysis of Selected Photography Students of De La Salle College of Saint Benilde on Camera Advertisements In Social Media Platforms

Abstract

This study is about the reception of AB-Photography students of De La Salle-College of Saint Benilde with the social media advertisements of different camera brand. The researcher wants to know what makes social media advertisement receptive to millennials and what are they looking for in an advertisement. As companies uses social media nowadays as their channel of promotion, the researcher would like to understand the factors that the receptors, the AB-Photography Students, perceive and what are the factors that they are considering to be able to say that an advertisement effective or not. There are different social media platforms discussed in this research but the top result that the informants use is Facebook, which will be the focus of this study and the questions in the focus group discussion. All the informants are online more than 8 hours a day, and being in the field of photography, their perception on the camera brand advertisement were affected with what advertisements these companies produce. Focus group discussion (FGD) was conducted to help the researcher understand how the informants feel and think about the social media advertisements of the top camera brands that they are aware of. The FGD was conducted face-to-face and it was transcribed. The millennials are after the content and the truthfulness of an advertisement, as well as gamification than having a celebrity endorser. One of the most significant finding in this research is that these informants are aware of the social media advertisement that these camera brands have implemented, but it was not perceived by the subject as good advertisement. Most of it just damaged their perception of the brand nor does these advertisements invoke a purchase decision. The important of cohesive delivery of the advertisement message in different medium is more important as well as the benefit that the informants will get.