CHAPTER I
INTRODUCTION
In the past years Jollibee has become a part of the Philippine culture and intensively affects Filipinos in terms of the fastfood industry. Honestly, most of filipino children first think of Jollibee everytime they go to mass on Sundays. In when the said fastfood chain’s television commercial plays it results to filipino families mostly the young ones sings its jingles and shout its tagline. But in 2017, Jollibee released its new television advertisement which gone viral and become featured in some television shows. Jollibee used a technique to target people’s emotions and go with the latest trends of the millenials but not closely go far with the baby boomers.
Background of the Study
Advertising is always present, …show more content…
The three most common are arguments, emotions, and endorsements. Arguments are appeals that persuade by use of evidence or force of logic. An emotional appeal is the one that persuades by arousing the emotions. The message is typically embedded in a drama with a plot played by characters. The plot engages a subject, leads the viewer to identify with the characters and accept the message. Endorsements involve the use of a lay endorser, a celebrity, or an expert who vouches for the effectiveness or efficiency of the product, explicitly by claim or implicitly by association.
Among the advertising appeals, it was said that the best way to appeal to customer is through their emotion. This marketing method is all about connecting the target market to the product or service at their most basic level which is the emotional level. It was also stated that emotion stimulates people’s minds up to 3000 times faster than non-emotional though. The world is driven by emotions. People make impulse buying based on emotion not rational though. If advertisers can play to people’s emotions, they can get the sale when otherwise they would …show more content…
Specifically, the research seeks to answer the following questions:
1. What is the profile of the respondents in terms of:
A. Age
B. Gender
C. Civil Status
D. Frequency of watching television
2. What are the feelings or emotions generated by the Jollibee commercial?
3. Is there a significant relationship between the respondents’ profile and the generated feelings or emotions of the emotion-oriented Jollibee commercial?
4. What are the relationship between the emotion-oriented Jollibee commercial with the respondents’ purchasing decision in terms of:
a. Developing favorable attitudes towards Jollibee
b. Developing preference among brand
c. Developing conviction of a wise purchase
d. Actual purchase of the product
5. Is there a significant relationship between the generated feeling or emotions and the effects of the emotion-oriented Jollibee commercial with the purchasing decision of the customers?
Research Framework
Theoretical
INTRODUCTION
In the past years Jollibee has become a part of the Philippine culture and intensively affects Filipinos in terms of the fastfood industry. Honestly, most of filipino children first think of Jollibee everytime they go to mass on Sundays. In when the said fastfood chain’s television commercial plays it results to filipino families mostly the young ones sings its jingles and shout its tagline. But in 2017, Jollibee released its new television advertisement which gone viral and become featured in some television shows. Jollibee used a technique to target people’s emotions and go with the latest trends of the millenials but not closely go far with the baby boomers.
Background of the Study
Advertising is always present, …show more content…
The three most common are arguments, emotions, and endorsements. Arguments are appeals that persuade by use of evidence or force of logic. An emotional appeal is the one that persuades by arousing the emotions. The message is typically embedded in a drama with a plot played by characters. The plot engages a subject, leads the viewer to identify with the characters and accept the message. Endorsements involve the use of a lay endorser, a celebrity, or an expert who vouches for the effectiveness or efficiency of the product, explicitly by claim or implicitly by association.
Among the advertising appeals, it was said that the best way to appeal to customer is through their emotion. This marketing method is all about connecting the target market to the product or service at their most basic level which is the emotional level. It was also stated that emotion stimulates people’s minds up to 3000 times faster than non-emotional though. The world is driven by emotions. People make impulse buying based on emotion not rational though. If advertisers can play to people’s emotions, they can get the sale when otherwise they would …show more content…
Specifically, the research seeks to answer the following questions:
1. What is the profile of the respondents in terms of:
A. Age
B. Gender
C. Civil Status
D. Frequency of watching television
2. What are the feelings or emotions generated by the Jollibee commercial?
3. Is there a significant relationship between the respondents’ profile and the generated feelings or emotions of the emotion-oriented Jollibee commercial?
4. What are the relationship between the emotion-oriented Jollibee commercial with the respondents’ purchasing decision in terms of:
a. Developing favorable attitudes towards Jollibee
b. Developing preference among brand
c. Developing conviction of a wise purchase
d. Actual purchase of the product
5. Is there a significant relationship between the generated feeling or emotions and the effects of the emotion-oriented Jollibee commercial with the purchasing decision of the customers?
Research Framework
Theoretical