Scribd
Upload
22 views2 pages

Impact of Taglines on Whitening Ads

This study examines the effectiveness of commercial taglines in television advertisements for whitening products and the relationship between age, television exposure, and the impact of taglines. The study surveyed women aged 18 to 25 living in Barangay Commonwealth, Quezon City. Younger consumers were found to watch more television and be more influenced by taglines in advertisements. The more frequently consumers were exposed to television advertisements, the more effective the commercial taglines were found to be in influencing consumers' buying behavior. Taglines were shown to help build brands and create links between products and customers.

Uploaded by

Raymond Pascual
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
22 views2 pages

Impact of Taglines on Whitening Ads

This study examines the effectiveness of commercial taglines in television advertisements for whitening products and the relationship between age, television exposure, and the impact of taglines. The study surveyed women aged 18 to 25 living in Barangay Commonwealth, Quezon City. Younger consumers were found to watch more television and be more influenced by taglines in advertisements. The more frequently consumers were exposed to television advertisements, the more effective the commercial taglines were found to be in influencing consumers' buying behavior. Taglines were shown to help build brands and create links between products and customers.

Uploaded by

Raymond Pascual
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Commercial Taglines as an Effective Form of Advertisement: Whitening Products

Pascual, Raymond A.

Aguanza, Princess Erika M.

Berayon, Blessie T.

Delos Santos, Ella Carina

Labid, Jonacris P.

Recto, Shane Alexandra E.

Polytechnic University of the Philippines, Quezon City

ABSTRACT

The brand building impact of slogans for the destinations such as cities, states, and

countries have received increasing research attention in the past years. According to Harris

(2002) branding might be one of the last remaining resources by which financial institutions can

achieve a sustainable competitive advantage and a critical success factor. Many banking

organizations have adopted slogans/taglines as a way of building and marketing brand to their

customers. Barclays Bank had a slogan reading: “It's our business to know your business”; this

creates the link between the customers and the bank and shows concern between the two

[Link] study entitled Commercial Taglines as an Effective Form of Advertisement:

Whitening Products specifically examines the relationship between age, frequent television

exposure and effects of tagline. Respondents were consist of women whose ages are 18 to 25

years old, and that lives within the vicinity of Barangay Commonwealth, Quezon City. The

respondents were randomly chosen with the restriction that there are currently living within the

said community. Data were gathered with the help of closed ended questionnaire which were in

lined to the objectives of the research. Researchers used the SPSS application to compute for
the Frequency Distribution as well as to determine the Weighted Mean to calculate the central

mean of response. Pearson Correlation Coefficient was the statistical tool used to find out if

there was a significant relationship among the demographic profile (Age) and the effectiveness

of commercial taglines as whitening product advertisement. The SPSS application software was

also used to determine the significant relationship among the variables (Age, Television

Exposure, and Effectiveness of Commercial Taglines). The researchers conclude that the

younger the consumers, the more they are likely to be engaged in watching television. Since

they have a lot of time watching television advertisement compared to those older consumers

who have bigger responsibility than them. The frequent the consumers are exposed in T.V

advertisements the more the commercial taglines are becoming effective to the consumers’

buying behavior.

Keywords: Television advertisements, Television Exposure, commercial taglines, consumer’s

buying behavior, taglines, Business, Whitening Products,

You might also like