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The Impact of Lola Techie television advertisements among selected senior citizens in Manila 6

By: Dominguez, Catherine. 4 0 16, [, ] | [, ] |

Contributor(s): 5 6 [] |

Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; March 2012.46Edition: Description: 28cmContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Related works: 1 40 6 []Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:

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Action note: In: Summary: ABSTRACT The study on the IMPACT OF LOLA TECHIE TELEVISION ADVERTISEMENTS AMONG SELECTED SENIOR CITIZENS IN MANILA determined the level of impact of the Lola Techie television advertisements to the cognition (receptiveness to change), attitude (self-efficacy), and behavior (Internet usage) of senior citizens in Manila. The television advertisements that were used as bases for the measurement of these levels include Lola Techie and Jay R,Lola Techie Dream Machine, Lola Techie Abangers, Lola Techie and Cherie Gil, and Lola Techie Like. There were 100 respondents in the study which were equally distributed to the six districts of Manila. These respondents were senior citizens who have been exposed to the Lola Techie TV ads. The descriptive method of research was employed. The data were mainly obtained using a researcher-made survey questionnaire. The results of the survey were validated through interviews with ten senior citizens and with representatives from Bayan Telecommunications and BBDO Guerrero Advertising Agency. The results of the study showed that Lola Techie television advertisements have a high level impact to the cognition of the respondents. However, the level of impact on their attitude (receptiveness to change) was average, and the impact on the senior citizens' behavior (Internet usage) is very low. It is evident that Lola Techie TV ads affect the perception of senior citizens about the Internet, as they acknowledged it as one of the innovations in the society today. They affirmed that it is an instant source of information, an effective means of communication today, especially, for them to keep in touch with their loved ones and friends from far-flung areas. The study also showed that senior citizens' Internet usage is limited to keeping in touch with their loved ones. On the other hand, factors such as physical incapacities such as poor eyesight, memory loss and precision of movements and the lack of assistance for them to learn about the Internet make it difficult for them to actively engage in Internet-related activities. Other editions:

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Item type	Current location	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	PLM	PLM Filipiniana Section	Filipiniana-Thesis	T PN1992.2.D66.2012 (Browse shelf)	Available		FT5912

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Undergraduate Thesis (Bachelor in Mass Communication) Pamantasan ng Lungsod ng Maynila 2012. 56

ABSTRACT The study on the IMPACT OF LOLA TECHIE TELEVISION ADVERTISEMENTS AMONG SELECTED SENIOR CITIZENS IN MANILA determined the level of impact of the Lola Techie television advertisements to the cognition (receptiveness to change), attitude (self-efficacy), and behavior (Internet usage) of senior citizens in Manila. The television advertisements that were used as bases for the measurement of these levels include Lola Techie and Jay R,Lola Techie Dream Machine, Lola Techie Abangers, Lola Techie and Cherie Gil, and Lola Techie Like. There were 100 respondents in the study which were equally distributed to the six districts of Manila. These respondents were senior citizens who have been exposed to the Lola Techie TV ads. The descriptive method of research was employed. The data were mainly obtained using a researcher-made survey questionnaire. The results of the survey were validated through interviews with ten senior citizens and with representatives from Bayan Telecommunications and BBDO Guerrero Advertising Agency. The results of the study showed that Lola Techie television advertisements have a high level impact to the cognition of the respondents. However, the level of impact on their attitude (receptiveness to change) was average, and the impact on the senior citizens' behavior (Internet usage) is very low. It is evident that Lola Techie TV ads affect the perception of senior citizens about the Internet, as they acknowledged it as one of the innovations in the society today. They affirmed that it is an instant source of information, an effective means of communication today, especially, for them to keep in touch with their loved ones and friends from far-flung areas. The study also showed that senior citizens' Internet usage is limited to keeping in touch with their loved ones. On the other hand, factors such as physical incapacities such as poor eyesight, memory loss and precision of movements and the lack of assistance for them to learn about the Internet make it difficult for them to actively engage in Internet-related activities.

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