The Effects of Print Advertisements in Dlsu to Cob Freshmen Lasallians in Terms of Belief, Awareness, and Decision-Making

The Effects of Print Advertisements in DLSU to COB Freshmen Lasallians in terms of belief, awareness, and decision-making.

Kyle Mariah Chelsea Bulut

Robert Jason San Juan Villegas

ENGLRES

C31

April 8, 2011

I. Introduction

Recently, there has been a growing interest in print advertising and its effects on both local and international businesses today. Advertising, in general, is the public promotion of a business to a specific market through newspapers, radio, television, and the like. Print advertisements, specifically, is the use of print publications to raise awareness about a specific activity, service, or product, In the business world, companies, whether past or present, big or small, use print advertisements to reach out to their target market and, consequently, encourage them to support their product and raise revenue. However, as time passes by, businesses have continually changed their marketing strategies with regards to print advertisements because of the continual change in the trends among humans. Advertisers mostly use their instinct, knowledge, and observations regarding how their consumers think. Through this, they are able to reflect, and consequently, use in doing what they believe are effective advertising and marketing strategies (Weilbecher, 1979).

University of Sto. Tomas (UST), print advertisements are seen throughout the academe promoting their 400 years of existence. The phrase "400 years of unending grace" is seen in different UST merchandise like fans, posters, mugs, umbrellas and so on (UST website, 2011). Other than that, print advertising is also used in promoting the school's entrance examinations to incoming freshmen students. The school gives out brochures and booklets, which contain the requirements and the dates of the examinations. With Ateneo de Manila University, on the other hand, their application folder comes with a magazine, which contains information about the school. Furthermore, they also give a small brochure containing necessary information about the courses offered by the Ateneo (Office of Admission and