Advertsing

FEAR APPEAL AS A FACTOR IN SAFEGUARD’S PAMILYA ON GUARD ADVERTISEMENTS ON THE BRAND AWARENESS AND PURCHASE INTENTION OF MOTHERS

This research explores the possibility of fear appeal (emotional response to the presence of a danger or threat) having a relationship with brand awareness and purchase intention. The proponents use Safeguard, which has been the number one soap brand in the Philippines for decades, and its “Pamilya On Guard” commercial, which was directed to help mothers in protecting their families from getting germs and from getting sick. Through a survey questionnaire given to 400 mothers from Barangay Tatalon in Quezon City, the mothers’ purchase intentions towards Safeguard as a brand are rated with the uses of multiple choice, yes or no questions and a four-point Likert scale. Brand awareness and fear appeal are also measured through frequencies and the Spearman rho correlations. The study reveals that while the mothers from Tatalon, Quezon City are aware of the said brand and have the intent to purchase, and the aforementioned commercial has fear appeal, that there is no significant relationship between the three variables. The researchers conclude that there should be a proper utilization of the message and other advertising appeal formats should be applied since it is found that fear appeal has no impact to the mothers of Tatalon, Quezon City.

A PAST TO REMEMBER, A COMMUNITY IN MEMORY

It is good that Letran spearheaded an awareness program in the Intramuros community, particularly for the students. I was invited to talk about Intramuros that centered on the theme of today’s conference entitled “Rediscovering Intramuros Borderlines.” When we say “borders,” we mean, of course, boundaries. Limitations. Surprisingly, Intramuros didn’t have borders. Yes, there were stone walls that marked the city. And from within grew the city of Manila. But the walls weren’t enough to enclose the minds, the traditions, and the customs of Manila. It spread beyond the city and into the provinces creating what we now consider as our heritage. It is this heritage that we now have slowly forgotten. So now, as your theme today says, we have to rediscover the borders of Intramuros. Rediscover the past that grew out from within the walls. It now will start with memory because as the famous of the Dominican graduates have said: Ang hindi marunong lumingon sa pinanggalingan ay di makakarating sa paroroonan. The past must be remembered. So let me start with what history I have regarding this place. It’s been three months since I assumed the position of Administrator of the Intramuros Administration. But my past with Intramuros goes beyond this job and the role I had played as a heritage advocate.

CONTENT DOMAIN SEARCH FOR THE COMPETENCY SCALE FOR PHILIPPINE ORGANIZATIONAL DEVELOPMENT INSTRUMENT

With the current adversities in business, where stakeholders are in search for strategies to contain business havoc, there is one sure-fire way that gathers the resources of an organization and transform them into the much sought after competitive advantage. This advantage can be brought about by Organization Development (OD). It is a system-wide application of behavioral science knowledge to the planned development, improvement, and reinforcement of the strategies, structures and processes that lead to organization effectiveness (Cummings & Worley, 2005). In the words of Warrick (2005), organizational development equips organizations the advantage of being the best-led, best-prepared, best-run with the best skills in adapting and managing change.

“OUR LITTLE NEWSPAPER” THE LA SOLIDARIDAD AND PHILIPPINE JOURNALISM IN SPAIN (1889-1895)

“Nuestros periodiquito” or “Our little newspaper” was how Marcelo del Pilar described the periodical that would serve as the organ of the Philippine reform movement in Spain. For the next seven years, the La Solidaridad became the respected Philippine newspaper in the peninsula that voiced out the reformists’ demands and showed their attempt to open the eyes of the Spaniards to what was happening to the colony in the Philippines.