Lubid Salapid: An Advertising Campaign for RJCC Arts & Crafts Promoting Filipino Craftmanship Utilizing Meta Ads Among Manila's Youth/ Francheska Mhae G. Maglaque

By:

Maglaque, Francheska Mhae G, 2025 [Author]

Contributor(s):

Elaiza B. Santos, 2025

Material type: Text

TextPublication details: Manila: Technological University of The Philippines, 2025.Description: 244pages 29cmContent type:

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Dissertation note: College of Architecture and Fine Arts: Bachelor of Fine Arts.-- Technological University of The Philippines, 2025. Summary: This study explores the e ectiveness of the Lubid Salapid advertising campaign in promoting RJCC Arts & Crafts and Filipino craftsmanship among Manila’s youth (ages 15-24) through Meta Ads on Facebook. It examines consumer awareness, attitudes, and purchasing intentions toward handcrafted products while identifying e ective advertising strategies and potential challenges throughout the study. This research bene ts the brand, local artisans, and the academic community by providing insights into digital advertising for traditional handicrafts. This thesis also implemented a mixed-methods approach. A total of over 200 respondents were selected using strati ed random sampling. At the end of this research, the campaign and results have shown an increase in brand visibility, and appreciation for Filipino craftsmanship among the youth. Also, ndings from this research contribute to a deeper understanding of how small local brands can also utilize targeted advertising to promote cultural products, connect with younger audiences, and sustain Filipino craftsmanship in a competitive, modern marketplace.

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Holdings
Item type	Current library	Shelving location	Call number	Copy number	Status	Notes	Date due	Barcode
Bachelor's Thesis CAFA	TUP Manila Library	Thesis Section-2nd floor	BTH N 85 M34 2025 (Browse shelf(Opens below))	c.1.	Not for loan	For library use only		BTH0005967

Bachelor's Thesis

College of Architecture and Fine Arts: Bachelor of Fine Arts.-- Technological University of The Philippines, 2025.

Includes bibliographic references and index.

This study explores the e

ectiveness of the Lubid Salapid advertising campaign in promoting
RJCC Arts & Crafts and Filipino craftsmanship among Manila’s youth (ages 15-24) through
Meta Ads on Facebook. It examines consumer awareness, attitudes, and purchasing intentions
toward handcrafted products while identifying e

ective advertising strategies and potential

challenges throughout the study. This research bene

ts the brand, local artisans, and the
academic community by providing insights into digital advertising for traditional handicrafts.
This thesis also implemented a mixed-methods approach. A total of over 200 respondents were
selected using strati

ed random sampling. At the end of this research, the campaign and results
have shown an increase in brand visibility, and appreciation for Filipino craftsmanship among
the youth. Also,

ndings from this research contribute to a deeper understanding of how small
local brands can also utilize targeted advertising to promote cultural products, connect with
younger audiences, and sustain Filipino craftsmanship in a competitive, modern marketplace.

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