Oscakanin Authentic Filipino Delicacy: A Traditional Advertising Campaign for Kakanin Business by Office of the Senior Citizens Affairs
Desiree Mae O. Doncillo
- Manila: Technological University of The Philippines, 2024.
- 213pages 29cm
Bachelor's Thesis
College of Architecture and Fine Arts:
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.