The Level of Effectiveness of the Advertising Strategies of Information Technology Company using the Hierarchy-of-Effects Model

Abstract

The main objective of the study is to determine the level of effectiveness of the advertising strategies of an information technology company, who is using the hierarchy-of-effects model. The descriptive method was utilized in this research. The respondents were 171 clients of an information technology company in the National Capital Region. Based on the findings, the respondents agreed that the advertising strategies were “very effective” in terms of creating awareness, building liking and initiating purchase. The findings also substantiate that when the respondents were grouped according to their form of business organization, there was a significant difference in their assessment on the effectiveness of the advertising strategies in terms of initiating purchase and building liking; and there was a difference in generating preference when grouped by number of years in operation. When grouped according to the number of years as a client and the source of information about the company, their assessments in the advertising strategies in terms of creating awareness, projecting knowledge, building liking, generating preference, creating conviction and initiating purchase, the respondents’ assessment do not differ significantly. The researcher recommends that the information technology company should continue targeting MSMEs. The company may tie up or have a partnership with different associations, like the Philippine Retailers Association, Philippine Franchise Association, and other organizations that support MSMEs. The company should incorporate unique and creative visual elements into the company’s online ads, whether it is a logo, font, or color scheme, having it included can help make the brand recognizable. The company should also give more emphasis on the quality, performance, features and benefits of their product in their advertising media tools because it will strengthen the buying decision of its target clients. Lastly, the author of this study encourages other researchers to use different advertising models to measure the effectiveness of the advertising strategies of an organization.