LIBERTAD NATIONAL HIGH SCHOOL

ASSESSING THE IMPACT OF ADVERTISING STRATEGIES TO THE INCOME

LEVEL OF SMALL BUSINESSES IN ZONE 1 BARANGAY LIBERTAD SURALLAH

SOUTH COTABATO

A Research Paper submitted to the Senior High School Department

As Partial Fulfillment of the requirements in

Inquiries, Investigation and Immersion

Inquiries, Immersion and Investigation

____________________________

By:

Ian Cris Bona, Nicole Bonifacio, April Rose De Asis, Ironne Jims Discaya, Pricess Joyce

Discaya, Myshlle Anne Estan͂ a, Samuel Felongco, Shaina Lou Galgo, Kristelle Joy

Guillemer, Krizyl Joy Pordios, Pauleene Joyce Yogore

Zosima L. Esmilla

Teacher

May 2024

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TABLE OF CONTENTS

ACKNOWLEDGEMENT

CHAPTER I: INTRODUCTION………………………………………………………

 Background of The Study……………………………………….......1

 Statement of the Problem……………………………………………3

 Theoretical Framework of the Study………………………………3

 Conceptual Framework of the Study………………………………4

 Significance of the Study…………………………………………….5

 Definition of terms…………………………………………………….6

 Scope and Limitation of the Study…………………………………8

CHAPTER II: REVIEW OF RELATED LITERATURE……………………………..

 Conceptual Literature………………………………………………...9

 Related Studies………………………………………………………..10

CHAPTER III: METHODOLOGY……………………………………………………..

 Research Design……………………………………………………..16

 The Respondents of the Study…………………………………….16

 Research Instrument………………………………………………..17

 Validity of Instrument………………………………………………..17

 Relaiability of Instrument……………………………………………17

 Data Gathering Procedure………………………………………….18

 Data Analysis…………………………………………………………20

CHAPTER IV: Results and Disccusion………………………………………………..24

Chapter V: Summary Of Findings, Conclusions And Recommendations…………..28

Appendix

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Curriculum Vitae

ACKNOWLEDGEMENT

We express our deep gratitude to everyone who supported and contributed to our study,

playing a vital role in enhancing the effectiveness and success of our research. The unwavering

support from these individuals expanded our knowledge and significantly contributed to the

positive outcomes of our study. The success of this research paper would not have been possible

without their valuable contributions, and we sincerely thank the following individuals:

First and foremost, we acknowledge and thank the Almighty God for blessing our research

journey, providing the strength and teamwork necessary to bring our work to completion. Without

divine guidance, our efforts would have been futile.

A special acknowledgment is extended to Ma’am Zosima esmilla, our hands-on teacher in

Inquiries, Investigation and Immersion, for her invaluable guidance and advice. Her inspiration

fueled our determination to excel in this project, and her motivational efforts greatly contributed to

the successful completion of our advertising analysis. We are particularly grateful for her

corrections, comments, insights, and the knowledge she shared, which served as our guiding

map throughout the research process. Her influence was instrumental in ensuring the quality of

our research paper.

Our heartfelt thanks go to our parents, whose unwavering financial and emotional support

made this research endeavor possible. We appreciate their understanding during busy times and

their provision of both moral and financial backing.

To our friends and classmates who enthusiastically cheered for our success, we extend our

gratitude for your support and prayers. Your encouragement played a pivotal role in helping us

overcome challenges and achieve our goals.

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CHAPTER l

INTRODUCTION

This chapter introduces the background of the research study entitled “Assessing

the Impact of Advertising Strategies to the Income Level of Small Businesses in Zone 1

Barangay Libertad Surallah South Cotabato” and the questions to be answered

throughout the completion of this study.

Background of the study

An advertising strategy is a methodical approach to reaching potential customers

and persuading them to purchase your goods. In addition to communicating the

advantages of your goods, a well-thought-out advertising approach will influence

consumers to select your product over that of your rival.(H,Bhasin,2023).A small

business is defined as a privately owned entity, such as a corporation, partnership, or

sole proprietorship, characterized by a smaller workforce and lower annual revenue

compared to larger corporations or standard-sized businesses (Small Business, 2024).

This convey that an advertising strategy is the overarching plan developed by a business

to attract and convert potential consumers into customers, Furthermore, a small

business is defined as a privately owned entity with a smaller workforce and lower

annual revenue compared to larger corporations or businesses.

Advertising is an effective strategy that can help you draw in clients, educate

them about your offerings, and earn their trust.(Indeed editorial team 2022)Businesses

need an effective advertising strategy in order to reach their target market, establish

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brand awareness and recognition, boost sales and revenue, foster customer loyalty, and

assess the effectiveness of their marketing initiatives.(Lalani.2023)Pricing, channel

structure, and advertising strategies are the most often used tactics that businesses use

when they work toward economic expansion since they are thought to be the most

efficient means of connecting with consumers and creating long-term business plans.

(Marmullak, Ahmeti 2015)

Inequality is more of a growth hindrance at low income levels than it is at high

income ones. Ultimately, in the low-income stage, inequality tends to obstruct growth

through channels that raise fertility, lower the level of political stability, and reduce

human capital rather than through channels that influence investment (Shen, Zhao2023).

The study aims to unravel the nuances of Advertising strategies adopted by

enterprises in Zone 1, Libertad, and evaluate their direct correlation with business

growth. The results of this study is intended to contribute to the business and

entrepreneurial community as well as operate as a useful manual for local company

owners or anyone who have an interest in the success of small businesses in Surallah

South Cotabato. In Zone 1, Libertad, small businesses employ a diverse range of

marketing strategies, encompassing traditional methods like word-of-mouth and local

partnerships, as well as digital approaches such as social media campaigns. Evaluating

the effectiveness of these tactics is crucial for sustainable growth, with metrics like

customer acquisition cost and conversion rates guiding businesses to refine their

strategies.

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Statement of the Problem

This study aims to Assessing the Impact of Advertising Strategies to the Income

Level of Small Businesses in Barangay Libertad Surallah South Cotabato. Answers the

following questions:

1. What are the advertising strategies that are currently being employed by small

businesses in Zone 1?

2. What is the income level of small businesses in Zone 1?

3. What is the significant relationship between advertising strategies and income level in

zone 1?

Theoretical Frameworks of the Study

This study is anchored on the Theory of Five Forces Model of Michael Porter

(1979). his model examines industry competition, supplier and buyer the researchers,

threat of new entrants, and substitutes. By integrating these elements, organizations can

craft effective advertising strategies, enabling a comprehensive analysis of industry

dynamics and informed decision-making for achieving competitive advantage and

fostering small business growth.This study, anchored on the Theory of Business

Strategy by Carl Shapiro (1989), integrates Shapiro's competitive strategies and

resource-based view. It systematically investigates how small enterprises navigate

dynamic markets, strategically aligning with evolving customer needs to gain a

competitive edge. By leveraging resources effectively, these businesses aim for

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sustainable growth in the ever-changing business landscape. The research further

incorporates performance metrics as an evaluative tool, drawing inspiration from

Shapiro's emphasis on measuring performance. This comprehensive approach aims to

provide insights into the intricate interplay Between competitive strategies, resource

utilization, and sustained growth for small enterprises.

Conceptual Framework of the Study

This figure emphasizes the relation between the two variables by demonstrating

the impact that different advertising strategies have on drawing in and gaining new

clients. This also clarifies how digital and traditional advertising strategies, which boost

visibility, reach localized targeted audiences at a low cost, cultivate relationships,

optimize campaigns, and promote brand trust, all have a direct impact on customer

acquisition for small businesses gaining P15, 000 or less every month. Using a variety of

client acquisition measures, it illustrates how these strategic approaches may be

evaluated and shows how digital and traditional advertising efforts have a direct impact

on small businesses and their sustainability

The figure show the conceptual paradigm of the study indicating the Independent

and Dependent variables.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

ADVERTISING STRATEGIES INCOME

Video Advertising LEVEL OF
Social media advertising
SMALL
BUSINESSES
Outdoor Advertising

Print Advertising

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Figure 1. Research Paradigm of the Study

Significance of the Study

The research study titled "Assessing The Impact Of Advertising Strategies To

The Income Level Of Small Businesses in Zone 1 Barangay Libertad Surallah South

Cotabato" holds substantial significance for various stakeholders, including

administrators, small business owners, parents, researchers, and students. The study's

findings and implications extend their relevance across diverse spheres, impacting the

understanding and strategies related to small business development, community growth,

and academic learning.

To the Administrators and Policymakers, this study offers insights crucial for

designing supportive frameworks and policies that facilitate the growth of small

businesses. Understanding the effective advertising strategies in Zone 1 Barangay

Libertad can aid in crafting localized initiatives to bolster economic development and

community welfare.

Small Business Owners it stand to benefit significantly from this research as it

provides valuable guidance on which advertising strategies yield the most substantial

impact on business growth within their specific locality. Implementing effective

advertising practices identified in the study could enhance business performance and

profitability.

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Parents, as members of the community, can gain an understanding of the local

economic landscape and the potential opportunities it offers for their children's future.

Insight into successful advertising strategies could also inspire entrepreneurial

aspirations among youth.

Researchers it can leverage this study as a foundation for further investigations

into localized business development strategies. It can serve as a reference point for

academic research, enabling students to grasp the practical applications of advertising

theories in real-world settings. Additionally, it encourages students to explore the

dynamics of small business growth and its relationship with advertising strategies.

In summary, this research not only contributes to advancing knowledge in the

field of business development but also serves as a practical guide for stakeholders at

various levels, promoting informed decision-making, economic empowerment, and

academic exploration in the context of small business growth in Zone 1 Barangay

Libertad, Surallah, South Cotabato.

DEFINITION OF TERMS

Advertising Strategies - Entails the systematic plans and techniques utilized by

businesses in Zone 1, Barangay Libertad, Surallah, South Cotabato, to promote their

products or services to the target audiences in that specific area. This includes

identifying consumer preferences, selecting appropriate media channels, crafting

compelling messages, and evaluating campaign effectiveness.Operationally,

implementing effective advertising strategies can lead to increased brand awareness,

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customer engagement, and sales conversions, ultimately contributing to the

improvement of income levels for small businesses in Zone 1. Analyzing this impact can

inform the customization of advertising approaches, thereby uplifting economic well-

being and contributing to local economic development in the area.

Assessing - conceptually, it refers to the overarching process of evaluating and

comprehensively understanding the various facets and effectiveness of implemented

advertising strategies on small business growth. Operationally, it involves employing

specific research methodologies, such as surveys, interviews, and data analysis, to

measure and quantify the impact of advertising strategies, providing a tangible

evaluation of their influence on the targeted small businesses in Zone 1 Barangay

Libertad Surallah, South Cotabato.

Impact - Conceptually, it refers to the overarching outcome or effect resulting from the

implementation of advertising strategies on small business growth, encompassing both

positive and negative consequences. Operationally, it is operationalized through

quantifiable metrics such as revenue growth, customer acquisition, and market share,

allowing for a systematic measurement and analysis of the actual effects of the applied

advertising strategies on the small businesses in the specified geographic area.

Income Level- Involves examining how effective advertising efforts influence the

financial outcomes of local enterprises in that specific area. By implementing successful

advertising strategies, small businesses may attract more customers, increase sales,

and ultimately improve their income levels. Analyzing this impact can help tailor

advertising approaches to uplift the economic well-being of businesses in Zone 1,

contributing to local economic development.

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Small Businesses- Conceptually, it refers to enterprises characterized by their limited

scale of operations, often with a relatively small number of employees, modest revenue,

and a localized scope. Operationally, for the purpose of this research study, small

businesses are defined as enterprises in Zone 1 Barangay Libertad Surallah, South

Cotabato, with an annual revenue not exceeding a specified threshold, a workforce

below a certain size, and a focus on sectors such as retail, services, or manufacturing.

Scope and Limitation of the Study

This research will concentrate on evaluating the effectiveness of advertising

strategies on small businesses.

This research will be attended specifically those located in Barangay Libertad,

Surallah, South Cotabato, during the period from February 01 to March 01, 2024. The

target participants are business owners with a monthly income of less than 15,000 pesos

from their businesses. The objective is to analyze diverse advertising techniques utilized

by these businesses, including social media campaigns and various traditional

campaigns. Some of the drawbacks include that the scope is limited to this particular

business size, Income rate and geographic region, that self-reported data may contain

subjective biases, that time and resource limits prevent an extensive examination, and

that larger external variables impacting client acquisition are excluded.

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CHAPTER ll

REVIEW OF RELATED LITERATURE

This chapter includes every study and piece of literature that provided

background information on the topic of the research in Chapter 1 related to the problem

under investigation.

Conceptual literature

In the realm of small business development, understanding the dynamics

between advertising strategies and the growth of enterprises is crucial for informed

decision-making. The independent variable in this study is the set of advertising

strategies employed by businesses, encompassing both digital and traditional

approaches. Digital advertising strategies include Search Engine Optimization (SEO),

Content Advertising, Social Media Advertising, and Email Advertising. These

contemporary tools are recognized for their ability to enhance online visibility, engage

with a broader audience, and build brand presence. On the other hand, traditional

advertising strategies, such as Print Advertising, Broadcast Advertisings, and Direct Mail

Advertising, represent conventional methods with a proven track record in reaching

specific target demographics.

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The dependent variable under scrutiny is the growth of small businesses. These

enterprises serve as the focal point for evaluating the impact of selected advertising

strategies. Small businesses are characterized by their limited scale and resources,

making them particularly sensitive to the effectiveness of advertising initiatives. The

study aims to explore the intricate relationship between the implementation of various

advertising strategies and the subsequent growth trajectories of small businesses in

Zone 1 Barangay Libertad, Surallah, South Cotabato. By delving into this relationship,

the research seeks to provide valuable insights into which advertising strategies are

most conducive to fostering growth in the unique context of Zone 1 Barangay Libertad.

The synthesis of digital and traditional advertising avenues forms the foundation for

understanding how these strategies contribute to the vitality and sustainability of small

businesses within this specific geographic and economic context.

Related Studies

According tom(Marmullak, Ahmeti), Advertising is an effective strategy that can

help you draw in clients, educate them about your offerings, and earn their trust.(Indeed

editorial team 2022)Businesses need an effective advertising strategy in order to reach

their target market, establish brand awareness and recognition, boost sales and

revenue, foster customer loyalty, and assess the effectiveness of their marketing

initiatives.(Lalani.2023)Pricing, channel structure, and advertising strategies are the

most often used tactics that businesses use when they work toward economic expansion

since they are thought to be the most efficient means of connecting with consumers and

creating long-term business plans.

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According to Leigh M. et.al. (2016) For a cost leader, advertising cannot create

brand equity because there is no differentiator for the company to build around. The

authors validate the following hypotheses by identifying differentiators and cost leaders

based on how businesses responded to changes in accounting regulations: advertising

affects sales for all businesses, but it has a stronger relationship with firm value for

differentiators than for cost leaders.

According to the study of Brett H. (2019) they found out that the demand-side

effect of the internet ratings on ad spending is causal. Second, this effect works against

the hotel industry: higher rated hotels spend less on advertising than lower rated hotels.

This implies that hotels should view advertising investment and TripAdvisor evaluations

as alternatives rather than complements. Third, in less differentiated markets than in

more differentiated ones, the relationship is stronger for independent hotels than for

chains.

A 2019 article named "Advertising Strategies" claims that advertising strategies

have a major role in a company's success. Understanding the target market well is the

finest thing a businessman can do (Uzialko, 2021). Increasing customer loyalty is

facilitated by advertising. Increasing sales and gaining product branding are beneficial

(Advertising Strategies, 2019). Efficient planning and implementation is the aim of every

local advertising strategy. Using a local advertising plan guarantees that you are aiming

for potential customers company (Uzialko, 2021).

According to statistics, 50% of small firms lack advertising plans, which makes it

difficult for them to remain competitive in the market. Lack of funding for advertising

strategy creation is one of the reasons for this (Dixit, 2021).

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Regardless of the type of business we operate, developing a business plan may

determine whether the researchers succeed or fail, thus having a advertising strategy is

crucial (Frederiksen, 2022). Ponsawat (2016) states that the product, price, venue,

promotion, people, process, and tangible proof are the elements that make up

advertising strategy. Based on his research's findings, the product factor emphasizes

both the product's quality and image. On the other side, the price element stipulates that

the cost must be appropriate for the quality. The place factor highlights the need for

businesses to be situated in areas with convenient access to transportation. Most

promotion factors use the media to market.

Overview of Advertising Strategies

According to Finotto et al.’s (2020) study, digital advertising strategies are viewed

favorably by the wine industry, especially by small wineries, due to the richness of

communication surrounding product and terroir, their apparent affordability when

compared to traditional advertising strategies, and the ability to reach international

markets. Despite widespread recognition of the benefits of digital advertising, many

wineries are still lagging behind in using these tools.

Social media can be viewed as a virtual medium that facilitates improved social

connections, according to Dewi (2020). Because of Wonderful Bali’s ability to effectively

interact with customers, the company has been able to develop a positive reputation

among them through public relations and digital advertising.

One benefit of digital advertising is that it is inexpensive and effective at drawing

customers around the clock, claims Santos (2020). Online advertising is the process of

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using digital and virtual environments to promote and sell goods and services.

Additionally, there are benefits and drawbacks to online advertising for sellers of online

businesses. Benefits include the possibility of using social media to promote their

products without the need for physical stores, the convenience of reaching customers

online, and the opportunity to engage in two-way conversations at their own pace. Its

drawbacks, meanwhile, are that certain customers still like to see and examine goods

and services in person. Unwilling to cover transaction costs. Furthermore, the benefits

and difficulties faced by online company sellers are unaffected by the business profile,

which includes years in operation, monthly net revenue, and training in online

advertising. Training in online advertising and the many kinds of online enterprises

(service-, product-, and product-and-service-based) also doesn’t really affect the

problems and rewards that are faced.

The findings of Gulati's (2019) study Indicated that Indian startups had increased their

revenue. Via the internet advertising channel. Social media advertising and email

advertising are common examples of this type of advertising. Email advertising is the

most effective digital advertising technique because of its remarkable return on

investment (ROI) from triggered emails. In addition, this method is being used by leading

Indian start-ups to establish a strong online presence, which has aided in their growth

and created a large number of jobs. Using this tactic, Ola Company is currently driving

India’s startup growth. Similar to this, social media advertising has significantly lessened

the companies’ struggle with branding. Social media gives people a way to communicate

across geographical and social barriers and makes it simple to exchange user-

generated content. Social media advertising helped OYO Rooms grow into one of India’s

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largest hotel companies. About 47% of a company’s expenditure is allocated to digital

advertising, which is used by 68% of Indian startups to promote their goods and

services. As a result, it is now essential to Indian advertising.

Despite the fact that digital advertising has a significant impact on a startup’s

performance, as shown by Akeel & Gubhaju’s (2020) study, most of them are hesitant to

include it in their business strategy since they perceive it to be difficult and time-

consuming. Building trust, fostering strong relationships, and satisfying customers are

the fundamental components of a successful business. The utilization of digital

advertising offers a platform for efficiently and effectively achieving all these qualities,

mostly for free, on a worldwide scale. Building brand awareness, brand identification,

and customer loyalty are further benefits of digital advertising.

Introduction to Small Business Growth

According to the most recent data reports, small and medium-sized businesses

(SME) comprise 99.6% of the Philippine business sector and employ over 70% of the

labor force (Fong, 2018). According to Yoshino and Taghizadeh-Hesary (2016), a survey

conducted on business businesses revealed that their most prevalent obstacles are low

expenditures for research and development, a lack of database, and undeveloped sales

channels. Additionally, a number of small businesses struggle with survival and

sustainability as a result of flaws found in their internal organization and methods of

operation.

These include issues with record-keeping procedures, inadequate use of information

and communication technology (ICT) tools, and a lack of experience with finance and

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accounting (Sallem, Nasir, Nori, & Kassim, 2017). All of them, it is obvious, provide

serious obstacles to the expansion of small businesses. As a result, a lot of academics

were interested in small and medium-sized businesses and how they manage to

succeed and maintain a certain level of sustainability (Wakkee & van der Veen, 2015).

Startup companies are an important area of study for academics and industry

professionals alike since they are key drivers of innovation, economic growth, and job

creation (Guo et al., 2022). Many obstacles, such as restricted financial availability,

regulatory obstacles, fierce rivalry, and insufficient experience, might impede the

development of startups. Startup founders can utilize a variety of tactics, including

creating a compelling value proposition, assembling a solid team, forming strategic

alliances, and embracing ongoing learning and adaptation, to get over these obstacles.

Numerous facets of startup enterprises have been the subject of empirical research,

which has examined the effects of entrepreneurship education, the function of incubators

and accelerators, the importance of successful business models, and the effect of

funding sources on startup performance. For example, Olugbola’s research showed that

entrepreneurship education improves knowledge and skills, which in turn increases

business success (Olugbola, 2017). Furthermore, a Vissa study found that accelerators

give businesses access to important networks and resources (Vissa, 2012).

Income Level

Inequality is more of a growth hindrance at low income levels than it is at high

income ones. Ultimately, in the low-income stage, inequality tends to obstruct growth

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through channels that raise fertility, lower the level of political stability, and reduce

human capital rather than through channels that influence investment.(Shen,Zhao2023)

Static resilience responses were linked to lower human and social capital levels.

Nonetheless, individuals with greater human capital and familial social capital were more

likely to expand their repertoire of resources, resulting in enhanced social media and

financial management skills and dynamic resilience reactions. (de Brito et.al)

CHAPTER lll

METHODOLOGY

This chapter presents the research methodology and design, respondents of the

study, sampling design, research instrument including its validity and reliability, data-

gathering procedure, and data analyses.

Research Design

The study adopts a correlation research design to investigate any relationship

between the variables. According to McCombes, (2019), "a correlational research design

measures a relationship between two variables without the researcher controlling either

of them. This study will employ this research design because the researchers aims to

collect data if there is a significant relationship between using advertising strategies on

the income level of small businesses in which the respondents will be within small

businesses in Zone 1 , Brgy. Libertad Surallah South Cotabato.

The Respondents of the Study

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The study will involve small business owners located in Zone 1, Barangay

Libertad, Surallah, South Cotabato, with the goal of gathering information on the different

advertising strategies they use. The research aims to improve brand visibility, attract and

engage their target audience, increase website traffic, generate potential leads, and

ultimately convert those leads into customers. Specifically, the participants will be 12

small business owners from Zone 1, Barangay Libertad, Surallah, South Cotabato,

whose monthly income is below 15,000 pesos.

Research Instrument

The researchers will utilize survey questionnaires as their primary method for

gathering data, which will focus on evaluating the impact of advertising strategies on the

income levels of small businesses. Employing survey questionnaires as our main

research tool will aid in gathering insights from 12 respondents located in Zone 1,

Barangay Libertad, Surallah South Cotabato.

This tool will offer valuable insights into the significance and advantages of

employing advertising strategies within small businesses. This method ensures detailed

input from respondents, enabling thorough analysis of study variables.

Validity of the Instrument

The researchers modified the survey questionnaire developed by Juanico, et.al

(2020) because it provides a relevance to our study entitled ‘advertising strategy and its

effect on small scale business‘ for the SOP 1.The survey instrument created by Pachore

(2016) was modified by the researchers because it bears similarities to the study they

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are doing, which is entitled to “Impact of Online/Digital Advertising on Small Business or

Start Up” for the SOP 2 and 3.

Reliability of the instrument

After the process of validation of the instrument it will be subjected to reliability

test for consistency through a pilot test administered to thirteen (12) small businesses in

the geographical area of zone 1 barangay libertad Surallah South Cotabato

Data Gathering Procedures

The study will employ a comprehensive evaluation on the effectiveness of

Advertising strategies of the income level of small businesses in zone 1 Barangay

Libertad, Surallah, South Cotabato, a systematic data gathering procedure will be

implemented. The first step involves identifying a representative sample of small

businesses in the target barangay. A structured questionnaire will be developed to

gather information on the advertising strategies employed by these businesses,

encompassing digital and traditional advertising. After gathering the data, the results will

undergo a statistical analysis in which it will determine whether there is a significant

relation between the two variables which is the Advertising strategies and income level

of small businesses.

Scale of Means Adjectival Description

4.21-5.00 – Strongly Agree The Respondents are strongly agree that using
traditional and online advertising strategies
can help your business reach its target
audience.
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The Respondents are fairly agree that using

traditional and online advertising strategies
3.41-4.20 – Agree can help your business reach its target
audience.

2.61-3.40 –Neutral The Respondents are neither agree or disagree

that using traditional and online advertising
strategies can help your business reach its
target audience.

1.81-2.60 –Disagree The Respondents are fairly disagree that using

traditional and online advertising strategies
can help your business reach its target
audience.

1.00-1.80 – Strongly Disagree The Respondents are strongly disagree that

using traditional and online advertising
strategies can help your business reach its
target audience.

Scale of Means Adjectival Description

4.21-5.00 – Highly Satisfied The respondents are highly satisfied using

digital or traditional advertising.

3.41-4.20 – Satisfied The respondents are fairly satisfied using

digital or traditional advertising.

2.61-3.40 – Neutral The respondents are either satisfied or

dissatisfied using digital or traditional
advertising.

1.81-2.60 –Dissatisfied The respondents are dissatisfied using or

traditional advertising.

1.00-1.80 – Highly Dissatisfied The respondents are highly dissatisfied using

or traditional advertising.

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Data Analysis

The information will be gathered via the survey questionnaire. The appropriate

statistical approach will be used for the study when the data have been tallied,

assessed, and interpreted. The data that will be gathered for the study will be subjected

to the following statistical techniques:

Frequency Count- Frequency Count will be used to determine the number of

participants that uses different types of advertising strategies.

Percentage- Percentage Analyses will be utilized to determine which portion of the

participants belongs to a class or category of the independent and dependent variables

Mean- This will be used to ascertain the items in each survey as well as the typical

answer from respondents.

Pearson R-This will be used to determine the respondents advertising strategy

implementation in connection with their income level.

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CHAPTER IV

RESULTS AND DISCUSSION

In this chapter, the results of the study are presented and discussed with reference to

the general problem and specific research questions. The figures below, illustrates the

study of assessing the impact of advertising strategies to the income level of small

businesses in zone 1 barangay libertad surallah south cotabato. Various instruments,

such as mean, percentage, and Pearson R, are utilized to obtain the results.

SOP1. What are the advertising strategies that are currently being employed by

small businesses in Zone 1?

The table below displays that print advertising is mainly used with a total of 9

answers and for the social media advertising had 3 answered and zero for the other

options.

Table 1:

What are the strategies you employ in your business to help you attract more

customers?

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Frequency Percentage Mean

Social Media 3 25% 1.25

Advertising

Print Advertising 9 75% 3.75

Outdoor Advertising 0 0 0

Video Advertising 0 0 0

SOP2. What is the income level of small businesses in Zone 1?

The second table below displays that 8,000 pesos below is highly attain on their

monthly income.

Table 2:

What is the monthly Income of your Business implementing Advertising strategies?

Frequency Percentage Mean

Below 8,000 Pesos 9 83.33% 7.5

9,000-10,000 Pesos 3 16.67% 2.5

11,000-12,000 Pesos 0 0% 0

13,000-15,000 Pesos 0 0% 0

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SOP3. What is the significant relationship between advertising strategies and

income level in zone 1?

The third table below displays that the respondents are agree in using advertising
strategies can help their business reach its target audience.

Table 3:

Do you concur that using traditional or online advertising strategies can

help your business reach its target audience?

Frequency Percentage Mean

Strongly agree 4 33.3% 1.67

Agree 5 41.7% 2.09

Neutral 3 25% 1.25

Strongly Disagree 0 0% O

Disagree 0 0% 0

Table 4:

What is your level of satisfaction with your business's use of digital or traditional
advertising?

The last table bellows illustrates that they are satisfied in using digital or
traditional advertising?

Frequency Percentage Mean

Highly Satisfied 3 25% 1.25

Satisfied 5 41.7% 2.09

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 LIBERTAD NATIONAL HIGH SCHOOL

Neutral 4 33.3% 1.67

Dissatisfied 0 0% 0

Highly Dissatisfied 0 0% 0

Significant Relationship Between Advertising strategy and Income level of small

businesses in zone 1 Libertad Surallah South Cotabato

Variable Computed R value Interpretation

Advertising Strategies 2.691 There is no significant

Relationship Between Two
Income Level Variables

Table 5 shows that calculated R value is 2.691. Based on the verbal

interpretation of correlation it indicates that there is no significant relationship between
Advertising Strategies and Income Level in small businesses at Zone 1, Brgy. Libertad,
Surallah, South Cotabato.

This findings implies that variations in advertising strategies employed by small

businesses in the specified area are not significantly associated with changes in their
income levels.

This conclusion contradicts prior expectations that effective advertising strategies

would positively impact income levels in small businesses. The lack of a significant
relationship between these variables may indicate several possibilities, including
ineffective advertising methods and external factors influencing consumer.

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CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter, Summary of Findings, states the salient point and results of the study,

Conclusions presents the inferences drawn from the results of the study, and

Recommendations offers some suggestions for further improvement of the study in

terms of the findings and conclusions.

Findings

The following were the salient points and results of the study:

 There is no correlation between advertising strategies and small businesses.

 The respondents conclude that using advertising strategies does not significantly
improve their income.

 The small businesses are satisfied in using advertising strategies in promoting

their business.

Conclusions

In conclusion, small businesses ranging from 15,000 pesos to 8,000 pesos below
is satisfied in employing advertising strategies. Throughout the process the study
indicates that using Print advertising in promoting their businesses to attain more
customers. Therefore it is proven that using advertising strategies has a slight effect in
gaining either customers or profit.

Recommendations

Based on the findings and conclusions of the study, the following

recommendations are given::

 In using this study set it in a wider count of respondents.

 It is highly recommended that using print advertising is more effective for small
businesses.

 Try various platforms to extend promotion

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 LIBERTAD NATIONAL HIGH SCHOOL

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of Management Studies, 47(6), 1154–1191. https://doi.org/10.1111/j.1467-

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a4_3ap_3a373-390.htm

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Kermally, S. (2021). Gurus on advertising. Thorogood.

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moderating effect of firm strategy, SAGE JOURNALS. Volume. 53 Issue 2.

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export development. Journal of Small Business Management, 42(3), 279–

302. https://doi.org/10.1111/j.1540-627x.2004.00112.x

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Umah, S. S., PhD, Chigozie, M. P., & Hubs, H. (2022). Effect of Macro-

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Enterprises in Asia and solutions for mitigating them. Asian Development

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and-medium-sized-enterprises-asia-and-solutions

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APPENDICES

APPENDIX A

LETTER TO THE ACADEMIC COORDINATOR

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LIBERTAD NATIONAL HIGH SCHOOL

APPENDIX B

SURVEY QUESTIONNAIRE

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LIBERTAD NATIONAL HIGH SCHOOL

APPENDIX C

SURVEY DISTRIBUTION

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CURRICULUM VITAE

Name: Ian Cris Bona

Address: Brgy libertad Surallah South Cotabato

Primary school: Surallah central elementary school

Secondary school thelsan school inc.

Holy child central colleges inc

Libertad national highschool

Mobile phone:09976517767

Email:bonaian02@gmail.com

Personal data

Age:18

Birth of date: December 17 2005

Religion: roman catholic

Sex: virgin

Civil status: single

Nationality :Filipino

Language :Ilocano

Height 5”7

Weight : 72kg

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Nicole Ejago Bonifacio

Address: Zone 1, San Jose Brgy. Libertad Surallah South Cotabato

primaryp school: Mangan Elementary School - Pagsanghan Annex

Secondary school : Libertad National High School

Mobile phone: 09066385160

Email: bonifacionicholosians@gmail.com

Personal data

Age: 17

Birth of date: July 14, 2006

Religion: Roman Catholic

Sex: Female

Civil status: Single

Nationality : Filipino

Language : Aklanon/ Hiligaynon

Height : 5'2

Weight : 40 kg

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: April Rose C. De Asis

Address:Zone 1 sitio tubungan Bo.5 banga south cotabato

rimary school: Surallah East Elementary school

Secondary school : Libertad National high school

Mobile phone:09481581316

Email: aprilrosedeasis2@gmail.com

Personal data

Age:18

Birth of date: April,24,2005

Religion: Catholic

Sex: Female

Civil status: Single

Nationality : Filipino

Language :Hiligaynon

Height : 151

Weight :46kg

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Ironne Jims C. Discaya

Address:Liwanay Banga South Cotabato

Primary school: Liwanay Elementary School

Secondary school :Libertad National High School

Mobile phone:09108016247

Email: Rondiscaya@Gmail.com

Age:17

Birth of date: February 1, 2006

Religion:Southern Baptist

Sex: Male

Civil status: Single

Nationality :Filipino

Language :Hiligaynon

Height : 5'3

Weight :47kg

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Princess Joyce C Discaya

Address: Lower Liwanay Banga South Cotabato

primary school: Liwanay Elementary School

Secondary school : Libertad National High School

Mobile phone: 09705488973

Email:princessdiscaya1@gmail.com

Personal data

Age: 18

Birth of date: July 31, 3005

Religion: Baptist

Sex: Female

Civil status: Single

Nationality : Filipino

Language : Hiligaynon

Height : 4'11

Weight : 38

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Myshlle Anne C. Estaña

Address: Sitio Rizku, Brgy. Cabudian, Banga, South Cotabato

primary school: Cristiano L. Ladot Sr. Elementary School

Secondary school : Libertad National High School

Mobile phone: 09265294360

Email: myshlleestana@gmail.com

Personal data

Age: 17

Birth of date: May 03, 206

Religion: Roman Catholic

Sex: Female

Civil status: Single

Nationality : Filipino

Language : Hiligaynon

Height : 152

Weight : 42

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Samuel Felongco

Address: Dajay, Surallah South Cotabato

primary school: Surallah Central Elementary school

Secondary school : Libertad National high school

Mobile phone: 09365947240

Email: samuelfelongco@gmail.com

Personal data

Age: 18

Birth of date: May 7 2005

Religion: Baptist

Sex: male

Civil status: single

Nationality : Filipino

Language : Ilonggo

Height : 5,5

Weight : 45

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Shaina Lou L. Galgo

Address: Bryg. Tubi alla Surallah South Cotabato

Primary Education:Tubi alla integrated School S.Y 2017-2018

Secondary Education: Libertad National High School S.Y 2018-

2021Mobile:09355227110

Email:shainaloug9@gmail.com

Personal Data

Age: 18

Birthday: October 9 2005

Religion: Alliance

Sex: Female

Civil Status: Single

Nationality: Filipino

Language: Illonggo

Height: 5'1

Weight: 42kg

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Kristele Joy B. Guillemer

Address:sitio pag asa Bo.5 banga south cotabato

primary school: Banga Central Elementary school

Secondary school : Libertad National high school

Mobile phone:09675727335

Email: guillemerkristelejoy23@gmail.com

Personal data

Age:17

Birth of date: April 23 ,2006

Religion: INC

Sex: Female

Civil status: Single

Nationality : Filipino

Language :Hiligaynon

Height : 151

Weight :40

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Krizyl Joy Pordios

Address: Libertad, Surallah South Cotabato

primary school: Surallah East Elementary School

Secondary school : Notre Dame of Surala

Mobile phone: 09358132090

Email: krizyljoyprds@gmail.com

Personal data

Age: 17

Birth of date: June 20, 2006

Religion: Catholic

Sex: Female

Civil status: Single

Nationality : Filipino

Language : Hiligaynon

Height : 5'3

Weight : 55kg

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 LIBERTAD NATIONAL HIGH SCHOOL

Name: Pauleene Joyce Yogore

Address:Zone 3, Luhib , Elementary School

primary school: Luhib Elementary School

Secondary school : Libertad National High School

Mobile phone:09552782741

Email: ypauleenejoyce@gmail.com

Personal data

Age:18

Birth of date: December 03, 2005

Religion: Pentecostal

Sex: Female

Civil status: Single

Nationality : Filipino

Language : Hiligaynon

Height : 150

Weight :47

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