Samiling, Rowena M.  <br/><br/>AIDA Model Analysis of a Fast Food Chain TV Advertisement  Rowena M. Samiling, Marife L. Noromor, Chealsi Rainver F. Caleon  -  2025  - xv, 142 <br/><br/>Thesis <br/><br/> 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.<br/>A total of 100 respondents were selected through random sampling.<br/>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.<br/>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.