Thesis Bachelor of Science in Business Administration Major in Marketing Management URS Binangonan 2025

This study aimed to evaluate the effectiveness of promotional content, specifically television commercials, of a well-known fast-food chain in influencing consumer behavior, using the AIDA Model (Attention, Interest, Desire, Action) as the theoretical framework. Focusing on 3rd-year marketing students in Binangonan, Rizal, the research investigated how advertisements guide viewers through the stages of consumer engagement, from initial exposure to potential purchase behavior.
A total of 100 respondents were selected through random sampling.
These respondents, all enrolled as Marketing Management students, were exposed to selected television advertisements of a certain fast food chain before completing a structured questionnaire. The instrument was designed to collect data on respondents' demographic profiles, television viewing habits, frequency of store visits, product preferences, and perceptions of each AIDA component.
The responses were measured using a 5-point Likert Scale, and statistical treatments such as weighted mean and one-way ANOVA were applied to interpret the level of advertisement effectiveness and examine significant differences based on respondent profiles.