Popularity of radio advertising on food supplement among senior citizens

Abstract

The purpose of the study is to determine the level of Brand Attributes and Level of Popularity of Radio according to Simplicity, Believability, and Interest (Radio Advertising) and Age, Sex, and Household Income (Profile). The researchers used descriptive research methods and used purposive sampling in conducting the study by distributing questionnaires about collecting and gathering data for the study.The data were collected and treated statistically using Mean, Kruskal Wallis Test, and Mann Whitney U. The total respondents of the survey are 100 senior citizens. In terms of Radio Advertising, Interest got the highest mean of 4.04 and a standard deviation of 0.93 which means that Advertising is an activity that is aimed at creating awareness and thereby arousing interest in a product, a service or an idea to elicit the desired sales responses from the target audience. While believability got the lowest mean of 3.98 and a standard deviation of 0.81 which means that radio advertising appears to be believable which means adhering to the truth in advertising, honesty in claims for features, benefits and advantages. Interest means to develop listeners’ desire to experience the product advertised.