Sofia Ligawen | Miguel Xerxes Villacrucis
The purpose of this study was to assess the result of the advertising campaign of the University of Baguio among its freshmen enrollees. Participants were composed of 355 freshman college students of the University of Baguio. Most of the freshmen rely not just on one or two media but on mixed media for any school information-related advertisements. They have high level of exposure as well as usage of the media. People close to the respondents are more influential in their decision to enroll at the University. Male respondents are less likely to be influenced by family or relatives and more likely to be influenced by the career guidance program and friends than expected, while female respondents were more likely to be influenced by parents or relatives but less likely to be influenced by the career guidance program and friends as expected. The type of high school they graduated from and college where they belong at the University of Baguio; were not factors on their influenced to enroll. Likewise, gender, type of high school they graduated, and college at the University of Baguio; were not factors on their preferences of advertisements. Furthermore, advertisements have a strong influence in persuading the respondents to be at UB.
Source: UB Research Journal, Vol. XXXIV, No. 1, January – June 2010