Borja, Janna Marie P., Constantino, Lorie Mae R., Evaristo, Princess Belinda P., Lui, Erica Anne S., Maranga, Erma G., Panganiban, John Jemuel A., Teņoso, Marvin D.  4  0   <br/><br/>
Comparative analysis on traditional and digital advertising budget of small food services in Ugbo Street, Tondo, Manila        6 
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Borja, Janna Marie P., Constantino, Lorie Mae R., Evaristo, Princess Belinda P., Lui, Erica Anne S., Maranga, Erma G., Panganiban, John Jemuel A., Teņoso, Marvin D. 
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<br/><br/>   Research Paper: (BSBA major Business Administration) - Pamantasan ng Lungsod ng Maynila, 2024 
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<br/><br/> ABSTRACT:  The study investigates the critical aspect of budget allocation between digital and traditional marketing channels within Ugbo Street, Tondo, Manila's small food services, recognizing the significant role of small businesses in the Philippine economy. These businesses, pivotal in the food service industry, often struggle to sustain themselves due to economic shifts and inadequate survival strategies. The research seeks to understand how budget allocation decisions affect business performance, particularly in marketing. Through a comprehensive analysis of factors influencing budget allocation choices, including demographic profiles, budget capacity, business savings, customer awareness, competition, and target market considerations, this study aims to recognize the effectiveness of these allocations in achieving marketing objectives. The study delves into budget allocation decisions, emphasizing traditional vs. digital advertising. These factors significantly influence choices, with innovative strategies impacting budgets. As a result, post-hoc tests highlight nuanced impacts on monthly advertising budgets. Effective choices align with strategic marketing, particularly via social media, fostering success. Businesses embracing digital approaches show adaptability, focusing on ROI, supply-demand dynamics, and legal compliance. Overall, the research provides crucial insights into navigating marketing budgets in the dynamic digital age, stressing the need for a strategic and adaptable approach for sustained competitiveness.       
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