The Insights of the Selected Fourth Year High School Students on the Marketing Communication Tools of Letran Calamba

Anne Loraine  G. Gibe,; Angelie  D. Llait,; Hazel Ellaine  T. Rivera,

The Insights of the Selected Fourth Year High School Students on the Marketing Communication Tools of Letran Calamba

Anne Loraine G. Gibe | Angelie D. Llait | Hazel Ellaine T. Rivera

Discipline: Marketing

Abstract:

This study mainly focused on the different insights of the selected fourth year high school students from the top five feeder schools in Calamba City on the marketing communication tools of Letran Calamba. These marketing communication tools were classified as brochures, posters, tarpaulins, billboards, career-talk orientation, campus tours, and Letran website. The study has the following objectives: to determine the different places where the respondents usually see the marketing communication tools of Letran Calamba; to determine what were the most visible marketing communication tools of Letran Calamba as perceived by the respondents; to determine the insights of the fourth year high school students on the promotional materials and used by the Colegio; to find out how the marketing communication tools of Letran Calamba influenced the respondents’ decisions in choosing their colleges and/or universities; and, to determine the image of Letran Calamba that these marketing communication tools projected to these selected fourth year high school students.

This study used descriptive type of research. Descriptive research depicts what actually exist such as the current condition or situation. It is also concerned with condition of relationship that exist and trends that are developing. To interpret the answers of the respondents, weighted mean was used.

Findings revealed that the most visible form of marketing communication tool used by Letran Calamba was the brochure and the least was the campus tour. The respondents rated the attributes of each marketing communication tool used by the Colegio in which the results identified the particular attributes which are to be improved in each marketing communication tool. Thus, the study gave recommendations to help address these identified deficiencies.