Comparative Analysis on Advertising Techniques of Selected Barbecue Businesses in Liputan Meycauayan City of Bulacan

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Introduction

“There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster”.

-Jerry Della Femina

Advertising is the action of calling something to the attention of the public especially by paid announcement technique is a way of doing something by using special knowledge or skills (Merriam Webster Dictionary, 2018).

The term advertising is derived from the latin word “advertere” which means to turn the attention. When you advertise you try to caught the absorption of the consumer. The must widely accepted definition of advertising, it is a way of presenting different product by a famous personality Kazmi and Bafra, (2008). But the definition has some limitation because it does not talk about the persuasion aspect of advertising without which it is very difficult to achieve advertising objectives. There is no generally accepted definition of advertising, however advertising may take any form, oral or written to promote a product through persuasive communication to achieve a pre determined objectives changing and reinforcing the desired attitude of the consumers of the point of purchase. The advertising message is considered as important in advertising communication process. It is the idea, attitude, image, or other information that the advertiser wishes to convey to the target consumer. The effectiveness of advertising is based on its message. To persuade your audience you need to build the concept of your product to their mind (Gupta, 2012).

The researchers want to know the different advertising techniques of different Barbecue Businesses and the reason behind its success. This research can help those people to know more about the importance and the risk of establishing a Barbecue Business.

Conceptual Framework

This study focuses on the comparative analysis of advertising techniques and the theoretical similarities between the two Barbecue Businesses within the barangay of Liputan Meycauayan City. The figure below shows the framework of the study.

1. The mediation of 2. The magic of reality theory. meaning theory.

Barbecue Business 1

Advertising Barbecue Business 4

Advertising Barbecue Business 2

Advertising Barbecue Business 3

Advertising

Figure 1: Conceptual Framework

This focuses on the comparative analysis of the different advertising techniques and their theoretical analysis used in the business. The researchers used two rectangles above the four circles that is connected with an arrow which shows that the two theory is both connected to the analysis of the study. The researchers also used venn diagram to compare and contrast the two Barbecue Business which belongs to the rectangles, the four circles composed of four parts, the differences of four Barbecue Businesses’ advertising techniques and the theoretical similarities between the two Barbecue Businesses. The venn diagram shows that there are four Barbecue Businesses listed and these four are the respondents in collecting data about their advertising techniques, in order to proceed to the study the research must critically analyze their techniques and find out if there are theoretical similarities among those techniques.

Theoretical Framework

The mediation of reality theory. Promotions are successful when directed with other media and setting in which they are completely submerged. Obviously what makes the advertisements convincing is the product. What the media do with respect to publicizing, the media defines the excitement and addiction of what me are watching.

The magic of meaning theory. This clarifies how promotions are utilized in mixing the importance of the items to the client not with standing offering. It indicates how promotion impacts the qualities and other essential convictions of the shoppers. This theory is like putting a tagline in every business. A business became catchy by using a unique tagline that can remember by the costumer and by just knowing the tagline your business may be known.

These two theories are the theories that were going to use by the researchers to compare and contrast their similarities in terms or the usage of media as a technique in advertising. The magic of meaning was used to identify and analyze if taglines and names given by the business can help the business to increase its popularity and catch the eyes and mind of the consumers specifically to distinguish ones business to the other competitors.

Statement of the Problem

The goal of the research is to compare and contrast the different advertising technique used by Barbecue Businesses. Specifically this study will answer the following questions.

What are the different advertising techniques of the different owners of Barbecue Business?
What are the factors that sole proprietors consider in choosing Barbecue Business than others?
How do these advertising techniques help in order to maintain the business?
What are the challenges encountered by the owner of a Barbecue Business?

Scope and Delimitation

The purpose of this study attempts to know the differences and similarities on advertising technique of selected Barbecue Businesses. Four (4) Barbecue Businesses were chosen within Liputan, Meycauayan City that are purposively selected. The researchers conducted an interview and questionnaire as an instrument. This research study piloted of Barbecue Businesses in Liputan, Meycauayan City, within the academic year 2019-2020.

Significance of the Study

The outcome of this study will be beneficial to Barbecue Business and future advertisers to know their strength and weaknesses in implementing their technique and aids to provide guidelines on how to improve the performance of the business. The study will benefit the following.

Customers. As the customer of the Barbecue products they are the people supporting the business stability. This study will provide them insights about their level of satisfaction about the product.

Barbecue Business Owners. To provide basic information on how to increase sales by telling potential customers about the product or service and also to minimize the impartiality of the business decision. This will help generate awareness of the business stability and also the awareness of the customers about your business.

Other Business Owners. To maintain their businesses and to give additional guideline and recommendations on how to improve their businesses in order to complete with other competitors.

Investors. This study will help the investors to build a point of view of the business and gives them prior knowledge about the strength and weaknesses of the brokers. This will further assist them in deciding if they are going and support the business.

Future Researchers. To provide additional information to the body of knowledge and helps the future researchers to identify the techniques and procedure used by other business in building their names and reputation.

Definition of terms

For further clarifications and understand more about the terminologies used in the study, the following terms are being defined:

Customer. The people who consumes products, good or services and has the ability to choose between different products and suppliers (Business Dictionary.com 2018).

Barbecue. Barbecue is a cooking method in meat that grilled and served. Barbecue can refer to the cooking method itself. Barbecuing is usually done outdoors by smoking the meat over wood or charcoal. In the Philippines, Barbecue is one of the famous dishes in fiesta, party and in every occasion. (Cambridge Dictionary 2019).

Sole Proprietor: The sole proprietorship is the simplest form under which one can operate a business. It simply refers to a person who owns the business and personally responsible for its debts. A sole proprietorship can operate under the name of its owner or it can do business under an ideal name is simply a trade name (Encylopedia 2018).

Business Stability. is the ability to fight a temporary problem, such as a decrease in sales, lack of capital or loss of a key employee or customer. Analyzing your cash flow and a variety of negative scenarios will help you determine whether or not your business is financially stable (Hearst Newspaper 2019).

Persuasion. As stated in the researchers’ persuasion was defined of process of convincing a person towards the product or services using different way.

Impartiality. Impartiality is a principle of justice holding that decisions should be based on objective criteria, rather than on the basis of bias, prejudice, or preferring the benefit to one person over another for improper reasons (Merriam Webster 2018).

Advertising. As stated in the researchers advertising was defined as breaking down of concepts into customers.

Business. Its is the practice of making one’s living by engaging in commerce. It is an organization or economic system where goods and services are exchanged for one another or for money (Business Dictionary, 2018). It is used in the study as an entity that creates its own profit and engage in the market.

Comparative Analysis. Also described as comparison analysis, is used to measure the financial relationship between variables over two or more reporting periods. Business use comparative analysis to identify their competitive positions and operating over a defined period (Wilkinson 2013). It is used in the research as finding the similarities and differences of different businesses.

Techniques. Carrying out a particular task, especially the execution or performance of an artistic work or a scientific procedure. It is a skillful or efficient way of doing achieving something. (Cambridge Dictionary, 2018). It is used in the research as ways to pursue goals and objectives and way to advertise.

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