Abstract / Excerpt:

Objectives: The study attempts to know the influence of Sprite's "Magpakatotoo ka" television advertisements towards the orientation, attitudes and buying behavior of some 4th year students of selected Secondary Schools in Davao City.

Methodology: Survey schedule was used in this study.

Conclusions: The study shows that respondents look up to their favorite actor/performer on the ads mainly because it inspires them to do what the actors/performer does. It also revealed that respondents buying behavior were greatly influenced by the Sprite ads they watch which lead them to buy the product in spite of the factors such as brand names and the cost of the product affects their buying behavior.

Info

Source Institution	Ateneo de Davao University
Unit	Humanities
Authors	Alcebar, Ma. Loannie., Tan, Josiah John.
Page Count	46
Place of Publication	Davao City
Original Publication Date	March 1, 2001
Tags	Advertising, Dissertations

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