Oscakanin Authentic Filipino Delicacy: A Traditional Advertising Campaign for Kakanin Business by Office of the Senior Citizens Affairs Desiree Mae O. Doncillo

Bachelor's Thesis

College of Architecture and Fine Arts: Bachelor of Fine Arts.-- Technological University of The Philippines, 2024.

Includes bibliographic references and index.

This study proposed the development of ad campaigns for the seniorpreneurs and
kakanin products. An advocacy ad campaign, “OSCAKANIN Authentic Filipino Delicacy,” has
been launched to raise awareness, educate the public, and gather information about the current
state of the seniorpreneurs and kakanin products.

The research methodology is a mixed method, which includes qualitative and quantitative
methods. Researchers used pre-survey and post-survey questionnaires online and printed surveys
to collect the quantitative data, and interview questionnaires were used to collect the qualitative
data. The gathered data and information are selected from TUPM students and Malabon
residents. The researchers have gathered the data to form a conclusion, which is as follows. The
study has been conducted to assess the effectiveness of traditional advertising in promoting and creating awareness, to examine consumer behavior, and to identify which traditional advertising
methods remain effective.
The respondents highlighted flyers as the main promotional tool, with standee banners,
menu, and food packaging, and posters following closely. These materials were deemed effective
in promoting the OSCAkanin ad campaign.
In addition, this campaign became influential because of the persuasive communication
theory, in which researchers try to inform the audience that kakanin is a local product, and
supporting what is ours will also help the seniorpreneurs. To conclude, all the data gathered
indicates that traditional advertising effectively sells a product to the market and promotes senior
entrepreneurs. Lastly, the campaign conducted for OSCAkanin was effective.