BIBLIOGRAPHY PADUA, CHERYL B. ...
BIBLIOGRAPHY
PADUA, CHERYL B. April 2013. The Benefits of Agricultural Radio
Advertisements to Vegetable Farmers in La Trinidad, Benguet. Benguet State University,
La Trinidad, Benguet.
Adviser: David Joseph Bognadon
ABSTRACT
The study was conducted at Swamp, La Trinidad Benguet to characterize the profile
of the respondents of the study, enumerate the reasons of the respondents for listening to
radio, to identify the reasons of the respondents for using the radio, to determine the radio
ownership of the respondents, to enumerate the radio station the agricultural
advertisements were aired, to identify the information need of the respondents to be the
contained of the advertisement, to enumerate the agricultural advertisements the
respondents recalled, to enumerate the benefits of the agricultural advertisements, to
identify the effects of the agricultural advertisements, and to enumerate the suggestions of
the respondents for the improvement of the advertisements.
An interview scheduled was used to gather the needed data. The respondents of the
study were 56 farmers in Swamp, La Trinidad, Benguet.
Most of the respondents were in the age range of 25-36 years old. Majority of them
were found to be a daily radio listeners to DZWT, DZWX, DZEQ, DZBS and FM stations
as there source of information, entertainments, and tips to their farming.
Majority of the respondents applies the ideas they heard from radio like the
advertised effectiveness of fertilizers: Siglat, Crop giant, Triple 8, Triple 14, Triple 16, and
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
MBEM; insecticide advertisements like the Prevaton, GAP, Furiarang, Siga and Herbetise;
on fungicide advertisements like the Dakunel and Herbicide; and the organic tips like
planting using organic fertilizer to their farms.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
INTRODUCTION
Rationale
As the saying goes, change is the permanent event in the world. And so man is
undergoing change parallel to progress and development.
The key to direction, guiding and learning is the understanding of the needs, attitudes,
interests, and goals of the learners (Gregorio, 1976).
According to Wittich and Schuller, 1967; hearing, seeing, looking and listening are the
primary means of human learning. What we see and hear markedly influence, how we
behave. The interplay of looking and hearing clearly influence how well people learn.
Advertising is a form of communication used to encourage or persuade an audience
(viewers, readers or listeners) to continue or take some new action. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial offering, although
political and ideological advertising is also common. The purpose of advertising may also
be to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various traditional
media; including mass media such as newspapers, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as websites and text
messages.
Commercial advertisers often seek to generate increased consumption of their products or
services through "Branding," which involves the repetition of an image or product name in
an effort to associate certain qualities with the brand in the minds of consumers. Non-
commercial advertisers who spend money to advertise items other than a consumer product
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement (PSA) (Anonymous, 2007).
Pesticides advertising can also play an important role in increasing farmer’s risk aversion.
Since training and motivational materials related to pest management are relatively scars.
Advertisements continue to play a major role in influencing farmers’ decisions
(Anonymous, 2006).
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up their
own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized
they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
This practice was carried over to commercial television in the late 1940s and early 1950s.
A fierce battle was fought between those seeking to commercialize the radio and people
who argued that the radio spectrum should be considered a part of the commons to be used
only non-commercially and for the public good. The United Kingdom pursued a public
funding model for the BBC, originally a private company, the British Broadcasting
Company, but incorporated as a public body by Royal Charter in 1927. In Canada,
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
advocates like Graham Spry were likewise able to persuade the federal government to
adopt a public funding model, creating the Canadian Broadcasting Corporation. However,
in the United States, the capitalist model prevailed with the passage of the Communications
Act of 1934 which created the Federal Communications Commission (FCC). However, the
U.S. Congress did require commercial broadcasting companies to operate in the "public
interest, convenience, and necessity". Public broadcasting now exists in the United States
due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service
(PBS) and National Public Radio (NPR).
In La Trinidad Benguet, farmers bring their battery operated radio in their farm cite. They
claimed that radio is cheaper and they can also operate them during power off or even
electricity is not possible in their locality.
In La Trinidad, some farmers listen to agricultural advertisements as the main source of
information. Others watch television, read posters, leaflets, and brochures for them know
important information on farming (Anonymous, 2007).
Agricultural advertisements are an important medium and source of information to
farmers.
The study is undertaken to have a better understanding on the “Benefits of the Agricultural
Radio Advertisements to the Farmers”. Further, determine the reason and information need
of the farmers in relation to agricultural advertisements.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Statement of the Problem
The study aims to determine the benefits of advertisements to vegetable farmers in swamp
area La Trinidad, Benguet. Specially, it aims to answer the following questions:
1. Why do the farmers listen to radio?
2. What radio channel do agricultural advertisements are aired?
3. What agricultural advertisements do the farmers recall?
4. What are the benefits of listening to agricultural advertisements to farmers?
5. What are the information needs of the farmers?
6. What are the effects of agricultural advertisements?
7. What are the level of perceive benefits for the improvement of the agricultural
advertisements?
Objectives of the Study
1. identify the reasons of the farmers for listening radio;
2. identify the radio channels where agricultural advertisements are being heard;
3. enumerate some agricultural advertisements that the farmers recall;
4. determine the benefits of listening of the farmers to agricultural advertisements;
5. identify the information needs of the farmers;
6. identify the effect of agricultural advertisements;and,
7. identify the level of perceive benefits for the improvement of agricultural
advertisements.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Importance of the Study
Through this study, the researcher was able to understand the information needs of the
farmer listeners, the benefits and effects of Advertisements to them.
The study may also help radio advertisers improve and produce more advertisements that
are beneficial and effective to farmers. It may also serve as references of universities and
students.
Scope and Limitation of the Study
The study focused on the benefits of agricultural advertisements being heard on radio like
pesticides, fertilizers, and feeds to farmers.
It was limited to 56 farmers from swamp area in La Trinidad, Benguet.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
REVIEW OF THE LITERATURE
The Growth of Advertising and Promotion
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up their
own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized
they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
According to Barker and Gaut (2002), during the 1930s and 1940s, radio was the television
of today, with situation comedies, musicals, political addresses, and game shows. The
success of radio often has been attributed to its mobility. We can carry portable radios on
our pockets and bring them anywhere, from houses to fields. Radio is most reliable form
of communication during emergencies because it can use batteries instead of electricity is
an easily portable.
Advertising and promotion are an integral part of our social and economic systems. In the
complex society and economic system in which we live, advertising has evolved into vital
communication system for both consumers and businesses. The ability of advertising and
other promotional methods to deliver carefully prepared messages to target audiences have
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
given them a major role in the marketing program of most organizational companies
ranging from large multinational corporations to small retailers increasingly rely on
advertisements and promotions to help them market their products and services. In market
based economies, consumers have learned to rely on advertisements and other forms of
promotion to provide them with information they can use in making purchase decisions
(Belch and Belch, 1993).
Pesticides are used by farmers not only to increase crop yields, but also to stop losses. They
serve as resources including labor, machinery services, and other inputs involved in
mechanical weed control (Headley, 1967 as cited by Cuilan, 1996). The use of pesticides
application lies on the ability to obtain the maximum biological effect with the minimum
amount of pesticide materials. On the other hand, it requires good control effect to get
sufficient coverage of the pesticides within infestation site of pest (Food and Fertilizer
Technology Center, 1979).
Information Sources
In Lusod, Tawagan, Kabayan, Benguet, radio is the top source of information followed by
other people then newspapers and tabloids (Abag, 2005 as cited by Songyo-en, 2008).
In the study of Onnon, (2005) as cited by Songyo-en, (2008) stated that in Alno and
Bahong, La Trinidad Benguet, 80% of the 100 cutflower growers dependent on their fellow
farmers as their source of information, 60% claimed that they listened to DZWT
particularly on agricultural commercials, DA- CHARM and BSU-on-the-Air; 58% relied
on farm supply outlet and very few read printed materials.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Aside from radio, farmers in Kabayan, Benguet got pesticide information from newspapers
(37%), co-farmers (60%), and from trainings and seminars (35%) (Pucay, 2003).
Apilado (1981) as cited by Songyo-en (2008) in her study stated that 80% of the farmers
in La Trinidad relied greatly on the fellow farmers for farm information, or large number
need newspapers, and heard radio for farm news.
Aside from the sources of information enumerated above, written documents can also be a
reliable source of information, the most accepted example of this is the press release that
is defined as packaged information written by information officers of government agencies
or institutions ( Dacawe, 2003 as cited by Onnon, 2005).
Information Need
In barangay Lusod and Barangay Tawagan, Kabayan Benguet, 75% of the residents needed
information on agriculture-related information because 55% of the residents were farmers,
35% new information technologies especially in terms of farming or agriculture, 10%
information on politics and showbiz (Abag, 2005).
According to Allan (2007) almost all (93.2%) are radio listener in barangay Poblacion,
Kibungan Benguet needed information on farming practices, 36.4% incooking tips, 34.8%
in health and nutrition, 31.8% in animal production, and 15.9% in ornamental production.
In the study of Pocdo, (2003) stated that in barangay Pacso, Kabayan Benguet, most of the
farmers needed information on Health issues (78%), animal raising (68%), and food
processing (38%).
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
According to Palayen (2007), majority (82%) of the vegetable farmers of barangay
Baculungan Sur, Buguias needed information on general agriculture; 40% swine
production; 26% health and nutrition.
Pur-ayan, (2007) as cited by Songyo-en, (2008) in her study stated that radio listeners of
Irisan, Baguio City needed information on public service announcement; 93.33%, science
and technology; 66%,marketing and cooperative; 38.33%, showbiz; 15%, sports; 15%,
fashion;1.67%.
Radio Ownership of the Farmers
People hear what they want to hear and remember information that agrees with their
personal views. We all have own positions and perceptions if we hear something we can’t
agree with, we will turn it off, tune it out or manipulate the messages in our mind so it
sounds like something we can agree with. In advertising, people tend to listened messages
about the products they like. This is a real problem for a new product or for a product in an
unpopular category (Bittner, 1983).
In the study of Anno (2003), three barangays of Mankayan, Benguet stated that those aged
20 or younger preferred educational program. Those were 21-40 years old preferred
informational programs only.
In the study of Apilado (1981) as cited by Pucay (2003), most respondents have higher
education understand agricultural information more through mass media. They have more
understanding on the technical knowhow on modern ways of farming.
In the study of Anno, (2003), the percentage of radio listeners included: every day, 35%;
every other day, 15%; irregular, 9%; and on weekly basis, 1%. Similarly, the percentage
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
of the respondents and time of listening schedule were; 31%, early in the morning; 20%,
noontime; 18%, afternoon; and 8%, listen whole day.
According to the study of Atiwag, (1999), reported that at least four out of five Filipinos
(84%), aged 15 and above, listen to radio for about three hours a day; five to six a day. This
would mean that about 24 million Filipinos comprise the adult radio audience. He also
reported that radio listening is more of a daytime activity than an evening past time.
Listeners listened atleast two hours in a day time and only an hour and a half in the evening.
Benefits of Listening to Radio
Studies conducted in the Philippines and other developing countries have shown that radio
is the preferred medium of mass communication because people can listen to it while
working; it is easier to listen than to read newspapers and magazines; there is lack of
reading materials or even of reading materials are available, people cannot read; and radio
is more easily understood, more entertaining and more personal (Jamias, 1975) as cited by
Libag (2003).
Libag (2003) as cited by Dawiguey stated that the leading reasons for listening to radio
programs are: it informs (91.11%) and it entertains (88.88%). Almost 19% claimed they
just listen to learn songs. It also serve as reminders and enable then to control their temper
and because they could not sleep.
The ability of radio to contribute to National development is attributed partly to the fact
that people prefer over other mass media as it fulfills certain psychological needs and also
because radio listening is easier than reading or viewing movies or televisions (Jamias,
1975) as cited by Palubos (2004).
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Radio can help farmers in their farming activities through information. In La
Trinidad, 28% claimed that their work become easier and they had fewer expenses. 18%
percent claimed that their harvest increased and 16% percent claimed their income has also
increased (Apilado, 1981 as cited by Pucay, 2003).
Attitudes of the Farmers
According to Bittner (1983), opinion research is use to check how people feel about other
people, products and brands, appeals and contemporary trends. Attitudes reflect
consumers’ values. They tell the world what we stand for and identify the things and ideas
we considered important. They also track our positive and negative reaction to things in
our life. One of the most important areas for opinion research in advertising is product and
brand perception. It is important to know how consumers see the product before developing
an advertising strategy (Anonymous, 2007).
According to Gosodan (2003), the socio−economic status of the family affects the
individual’s attitudes and interest even if the choice of media and other television
programs. Individual with high economic status have wider range of choices than to those
belong to low economic status that have limited choices.
In the study of Palayen, (2007), claimed that the farmers listen to their favorite radio
program while working to their field anytime of the day as they are picking fruits, removing
weeds, cultivating, controlling pest and diseases, sorting gardening and packaging
products.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Reasons for Listening of the Farmers
Study of Gonzalez (2005) on VIACOMM, the respondents or the farmers want possible
business venture where they can invest their money and earn income to be able to afford
the increasing basic commodities. The 75 percent are interested about food preparation,
and food preservation, 71 percent are interested about new ordinances so that they will not
violate any of them. The 66 percent of the respondents are interested about environmental
topics and some are interested to job vacancies or opportunities, health and tourist spots in
Cordillera region.
According to the study of Kimpaoy, (2001), most of the respondents (66.6%) are more to
farming tips and 23.3% are interesting to the topic being heard while in the study of
Balanggoy, (2003), majority of the respondents (38%) needed information on controlling
pest and diseases, and few (32%) needed information on vegetable production. Unlike to
the study of Anno, (2003) stated that he consider three motivational factors that lead the
listener to the media; loneliness, curiosity, and self aggrandizements/ it motivate.
Study of Anno (2003) consider three motivational factors that lead to the media;
loneliness, curiosity, and self-aggrandizement. These three factors and numerous others
that might be cited are covered under the various functions. For example, the media
creation of a tie of union satisfies loneliness; the educational function deals with curiosity
and the reinforcement and educational functions on the self-aggrandizement motive.
Study of Dawiguey (2004), listener in Bontoc Mt. Province showed that 28%
needed information on health nutrition such as family planning. Only 22% needed topics
on Agriculture like rice and animal production. Since some of the respondents were farmers
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
so they needed vegetable prices to be aired. The rest of the respondents wanted to know
community issues, as well as the prices of goods and commodities.
Majority (64.06%) of the respondents in Mankayan, Benguet claimed that they
needed information on community issues so that they will be aware of the happenings in
their community; 62.50% needed topics on health and nutrition like medical updates ,
curative measures for diseases; 30.67% on agricultural especially on farming tips, swine
productions and current issues (Anno, 2003).
In Pandayan, Tadian Mt. Province, 38% of the respondents needed information on
controlling pest and diseases, few (32%) needed information on vegetable production.
Some of the respondents needed topics on science and technology, animal production and
environmental issues (Balanggoy, 2003).
Farmers in Leogaoan, Buguias, Benguet listen to BSU-on –the-Air because it gives helpful
tips in farming (66.6%) and aired topics are interesting (23.3%) (Kimpaoy, 2001). Farmers
in Benguet claimed that radio is the most convenient source of entertainments and news
most especially in their marketing practices (Kimpaoy, 2001).
This finding confirms with the study of Balanggoy (2003) that the number one information
needs in Remedios, Cervantes, Ilocos Sur is about controlling pest and diseases.
Definition of Terms
Advertisement. Anything that draws good attention towards a product, service or person.
Ads appear on television, as well as radio, newspapers, magazines and
as billboards in streets and cities.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Self-aggrandizement. Emphasizing one’s important or exaggerating. An example of self
aggrandizement is a candidate stretching the truth about his accomplishments to win the
position. It is a motivation to someone in order for him to do/ make better.
Portable. A thing that is capable to carry with us to anywhere like the battery radio, cell
phones and others.
Psychological. Influencing or intended to influence mind or emotion.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted especially in Swamp area or famously known as the
“strawberry farm” in La Trinidad, Benguet. It is part of Barangay Betag and located at km
6 La Trinidad, Benguet. The farm is planted with vegetables like carrots, lettuce, cabbage,
and other temperate crops. Strawberries are also grown in this area, which is as well known
by the tourists from different places in our country.
The study was conducted in February 2013.
Respondents of the Study
The respondents of the study were 56 vegetable farmers of Swamp, La Trinidad.
They were purposively chosen based on the following criteria after the initial survey to
know if they are a radio listener:
1. The farmer’s household should have a radio.
2. They should be radio listener.
Data Collection
An interview schedule was used to gather information from the respondents. The
questionnaire was translated into highland Ilocano in order to facilitate understanding
between the researcher and the respondents.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Data Gathered
The data gathered were the socio−demographic profile of the respondents in listening radio,
the radio frequency where agricultural advertisement are being heard, the agricultural
advertisements, the respondents recall, the benefits of listening to agricultural
advertisements, suggestion for the improvement of agricultural advertisements, effects of
agricultural advertisements and the information they get from agricultural advertisements.
Data Analysis
All information from the respondents or farmers was tabulated, consolidated and analyzed
using descriptive statistics such as percentage, and frequency counts.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
RESULTS AND DISCUSSION
Profile of the Respondents
The table 1 shows the respondents’ age and civil status. In terms of age, most of the
respondents ages 26-35 (39.29%), 15-25 (23.21%), 36-45 (14.28%), 46-55 (12.5%), and
56-65 (10.71%) while in terms of civil status, most of the respondents were married (66%)
and 34% to single.
Table 1. Profile of the respondents
CHARACTERISTICS FREQUENCY PERCENTAGE
(n=56)
(%)
Ages
15-25
13
23.21
26-35
22
39.29
36-45
8
14.28
46-55
7
12.5
56-65
6
10.71
TOTAL
56
100.00
Civil Status
Single
19
34.00
Married
37
66.00
TOTAL
56
100.00
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Reasons of the Respondents
in Listening to Radio
Table 2 indicates the reason of the respondents for listening to radio. Majority of the
reasons of the respondents in listening to radio were for entertaining (87.5%), for
information update (7.14%), and for motivation (5.36%).
Compared to the study of Kimpaoy, (2001), most of the respondents (66.6%) were more
on farming tips and 23.3% are interested to the topic being heard while in the study of
Balanggoy, (2003), majority of the respondents (38%) needed information on controlling
pest and diseases, and few (32%) needed information on vegetable production. Unlike to
the study of Anno, (2003), it stated that he consider three motivational factors that lead the
listener to the media; loneliness, curiosity, and self aggrandizements/ it motivate.
It only shows that the radio listeners have different reasons, motivations and in
listening to radio.
Table 2. Reasons of the respondents for listening to radio
REASONS FOR LISTENING FREQUENCY PERCENTAGE
(n=56) (%)
For entertaining 49 87.5
For motivating 3 5.36
For updating 4 7.14
TOTAL 56 100.00
Reasons of the Respondents
for Using the Radio
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Table 3 shows the reason of the respondents for using the radio. Most of the respondents’
reasons were because it is cheap (55.36%), easily understood (37.5%), entertaining
(5.36%), and updated (1.79%).
Table 3. Reasons of the respondents for using the radio
REASONS FOR USING THE FREQUENCY PERCENTAGE
RADIO
(n=56) (%)
Cheap 31 55.36
Easily understood 21 37.5
Entertaining 3 5.36
Updated 1 1.79
TOTAL 56 100.00
Radio Listeners’ Preferences
Table 4 shows the schedule of listening of the respondents, duration of listening,
and frequency of listening.
Schedule of listening. Majority of the respondents were found to be listening daily
as claimed by the respondents; 87.5% of the respondents listened in the morning, 61.71%
in the afternoon, 23.21% in the night, 8.93% in the noon, and 1.79% anytime of his/her
free time.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Compared to the study of Anno, (2003), majority of the respondents’ time of
listening were 31%, early in the morning; 20%, noontime; 18%, afternoon; and only 8%
listen to whole day.
Duration of listening. Most of the respondents listened to radio daily as long as
whole day (69.64%), 14.29% for 2 hours, 14.29% to anytime of their free time, and 1.79%
to less than 1 hour.
Compared to Atiwag, (1999), reported that at least four out of five Filipinos (84%), aged
15 and above, listen to radio for about three hours a day; five to six a day. This would mean
that about 24 million Filipinos comprise the adult radio audience. He also reported that
radio listening is more of a daytime activity than an evening past time. Listeners listened
atleast two hours in a day time and only an hour and a half in the evening.
Frequency of listening. According to the respondents, most of them usually tuned
in everyday (89%), 5.35% to twice a week and 5.35% also to trice a week.
Compared to the study of Anno, (2003), most of the respondents (35%) listen to radio
everyday, 15% every other day, 9% irregular, and 1% to weekly basis.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Table 4. Radio Listeners’ Preferences
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=56)
(%)
Schedule of listening
Morning
49
87.5
Afternoon
34
60.71
Night
13
23.21
Noon
5
8.93
Any free time
1
1.79
*Multiple Responses
Duration of listening
Whole day
39
69.64
2 hours
8
14.29
3 hours
8
14.29
Less than 1 hour
1
1.79
TOTAL
56
100.00
Frequency of listening
Everyday
50
89.00
twice a week
3
5.35
trice a week
3
5.35
TOTAL
56
100.00
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Radio Station Where Agricultural
Advertisements were Aired
Table 5 shows the radio stations where agricultural advertisements were aired. Majority of
the respondents listened to DZWT (MPBC) (91.07%), and to DZWT (Bombo Radio-
Baguio) (82.14%), to DZEQ (Radio Philippine Network) (3.57%) and to DZBS (Radyo ng
Bayan) (3.57%).
According to the respondents who listened to DZWX and DZWT, they tuned in
these stations because DZWX was more in information that they need like news,
commentary and drama that can entertain them while in DZWT was more in educational
programs and vernacular songs.
According also to those who listened to DZEQ, DZBS, and FM stations, they just
listened to these stations when they are bored to DZWX and DZWT.
The result shows that the respondents wanted information that can entertain and
help them.
Table 5. Radio stations where agricultural advertisements were aired
RADIO STATIONS
FREQUENCY
PERCENTGE
(n=56)
(%)
DZWT
51
91.07
DZWX
46
82.14
DZBS
2
3.57
DZEQ
2
3.57
*Multiple Responses
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Information Wants/ Needs
of the Respondents
Table 6 shows the information that the respondents’ wants to be the content of the
advertisements. Majority of the respondents wanted the farming practices, (89.29%) like
the advertisements on fertilizers, pesticides, fungicide and organic tips wherein they get
ideas that they can use/apply in their farms; health and nutrition, (16.07%); cooking tips,
(12.5%); (5.36%) ornamental production, (3.57%) and animal production, (3.57%) to be
the contained of the advertisements.
The result implied that the respondents wanted information about farming tips for
the development of their farms and farming techniques.
Agricultural Advertisements
the Respondents Recalled
Table 7 shows the agricultural advertisements the respondents recalled. Most of the
respondents recalled fertilizer advertisements (69.64%) like the Siglat, Crop giant, Triple
8, Triple 14, Triple 16, and MBEM; the insecticide advertisements (41.07%) like the
Prevaton, GAP, Furiarang, Siga and Herbetise; the fungicide advertisements (7.14%) like
the Dakunel and Herbicide wherein they applied most of the products being advertised;
and the organic tips (1.79%) like planting with using a organic fertilizer.
This indicates that the respondents are aware in every advertisement they heard
from radio.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Table 6. Information wants/needs of the respondents
INFORMATION NEEDED
FREQUENCY
PERCENTAGE
(n=56)
(%)
Farming practices
50
89.29
Health and nutrition
9
16.07
Cooking tips
7
12.5
Ornamental production
2
3.57
Animal production
2
3.57
*Multiple Responses
Table 7. Agricultural advertisements the respondents recalled
ADVERTISEMENTS RECALLED
FREQUENCY
PERCENTAGE
(n=56)
(%)
Fertilizer advertisements
39
69.64
Insecticide advertisements
23
41.07
Fungicide advertisements
4
7.14
Organic tips
1
1.79
*Multiple Responses
Benefits of Agricultural Advertisements
to the Respondents
Table 8 shows the benefits of agricultural advertisements to the respondents.
Majority of the respondents stated that the advertisements gave them tips on what products
they are going to use (85.71%), information/ update on price of the vegetables and other
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
news (12.5%), it serve them as a reminder when they heard the name of the product being
advertised (5.36%), and for entertainment (3.57%).
Table 8. Benefits of the agricultural advertisements to the respondents
BENEFITS
FREQUENCY
PERCENTAGE
(n=56)
(%)
It gives tips on products
48
85.71
It informs/updates
7
12.5
It serves as a reminder
3
5.36
It entertains
2
3.57
*Multiple Responses
The result indicates that the agricultural advertisements provided tips to them and which
they apply in their farms.
Effects of Advertised Product
to Respondents’ Production
The table shows 9 the good and bad effects of agricultural advertisements to the
respondents.
Good effects. Majority of the respondents stated that fertilizer advertisements have
more than good effects (53.57%) that made their plants healthier and bigger. While on the
insecticide advertisements (21.43%), and fungicide advertisements (1.79%), it kept the
plants not to be attacked by insects and pests. And for organic advertisements (1.79%) that
they have higher price than to those non organic when they harvested.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Bad effects. Most of the respondents stated that they have more bad experience in
relation to insecticide advertisements (19.64%). This happened when some insecticide
products were not effective in killing pests. Further, it has harmful effect to the user like
the Furiarang. The fertilizer products (3.57%) burned their plants and some are not
effective like the MBEM fertilizer and fungicide advertisements (1.79%) for being in
effective when they applied it to their farms.
The result shows that the agricultural advertisements have good and bad effects in
their farms when they applied it.
Table 9. Effects of advertised products
ADVERTISED
GOOD EFFECTS BAD EFFECTS NO RESPONSE TOTAL
PRODUCT
(n=56) (%)
(n=56) (%) (n=56) (%)
(F) (%)
Fertilizer
30 50.57
2 3.57 5 8.93
37 66.07
Insecticide
12 21.43
11 19.64 - -
23 41.07
Fungicide
1 1.79
2 3.57 - -
3 5.36
organic
1 1.79
- -
- -
1 1.79
*Multiple Responses
Perceived Level of Benefits
of the Advertised Products
Table 10 shows the perceived level of benefits and the weighted mean of the
agricultural advertisements to the respondents.
Level of benefits. The level of benefit were divided to 3 levels; 1 as poor when the
product had a bad effects and ineffective, 2 as fair when the products are adopted and did
not change production, and 3 as good when the products are adopted and increased
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
production has very good effect. Majority of the respondents gave the fertilizer
advertisements a marked of 2 as fair (44.64%), 8.93 percent to 3 as good and 3.57 percent
to 1 as poor in the level of benefits. In the insecticide advertisements, most of them marked
the 1 as poor (19.64%), 14.29 percent to 2 as fair and 7.14 percent to 3 as good while to
fungicide advertisements, they marked the 1 as poor (3.57%) and 1.79 percent to 2 as fair;
and to organic tips to level 2 as fair; (1.79%).
The results show that the fertilizer advertisements have more benefits and positive effects
than to insecticide advertisements that have more negative effects.
Table 10. Perceived level of benefits to the respondents
ADVERTISEMENTS
LEVEL OF BENEFITS
WE IGHTE
1
2
3
MEAN
N (%) N
(%)
N (%)
N (%)
Advertisements
Fertilizer
2 3.57 25 44.64 5 8.93 32 10.66
Insecticide
11 19.64 8 14.29 4 7
2 37.66
Fungicide
2 3.57 1 1.79 - -
3 1.00
Organic
- - 1 2.00 - -
1 0.33
*Multiple Responses
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted at Swamp, La Trinidad Benguet to characterize the profile
of the respondents of the study, enumerate the reasons of the respondents for listening to
radio, to identify the reasons of the respondents for using the radio, to determine the radio
ownership of the respondents, to enumerate the radio station the agricultural
advertisements were aired, to identify the information need of the respondents to be the
contained of the ads, to enumerate the agricultural advertisements the respondents recalled,
to enumerate the benefits of the agricultural advertisements, to identify the effects of the
agricultural advertisements, and to enumerate the suggestions of the respondents for the
improvement of the advertisements.
An interview scheduled was used to gather the needed data. The respondents of the
study were 56 farmers in Swamp, La Trinidad Benguet.
Majority of them listened to radio for the reason that they were going to be
entertained, motivated and were curious. They used the said media because of the price
affordability, understandability, and updated source information.
Majority of them were found to be a daily radio listener to DZWT, DZWX, DZEQ,
DZBS and FM stations as there source of information, entertainments, tips to their farming.
Most of the respondents recalled advertisements like the fertilizer advertisements
like the Siglat, Crop giant, Triple 8, Triple 14, Triple 16, and MBEM; the insecticide
advertisements like the Prevaton, GAP, Furiarang, Siga and Herbetise; the fungicide
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
advertisements like the Dakunel and Herbicide; and the organic tips like planting with
using a organic fertilizer.
Majority of respondents determine the benefits of the agricultural advertisements being
aired to radio. Some benefits were; it gave them tips gave them tips on what products they
were going to use, information/ update on price of the vegetables and other news, it serve
them as a reminder when they heard the name of the product being advertised, and
entertainment.
Most of the respondents also stated that agricultural advertisements have good
effects like the fertilizer advertisements that made their plants healthier and bigger while
to those insecticide advertisements not to be attacked by insects pest, fungicide
advertisements and to organic advertisements that they have higher price than to those non
organic when they harvested; and bad effects like the insecticide advertisements when the
product can’t kill the insect pest and some pesticide have bad sent like the furiarang that
affects the user while to those fertilizer advertisements burned their plants and some are
not effective like the MBEM fertilizer and fungicide advertisements for being ineffective
when they applied it to their farms.
The respondents have also suggestion for the improvement of the advertisements.
They suggest that they want more advertisements on farming practices and tips on the
products but it should be improve to be more effective and the advertisers should also
remove the ineffective products being advertised.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Majority of the respondents listened to radio for the reason that they were going to
be entertained and motivated;
2. Most of the respondents were radio listener that they listened daily to both DZWT,
and DZWX;
3. Majority of the respondents were aware of radio advertisements like the fertilizer,
pesticide, fungicide and organic tips advertisements;
4. Most of the respondents considered the agricultural advertisements to be beneficial
to them;
5. Majority of the respondents needs/wants more information on farming tips and
products; and,
6. Most of them considered the effects of the perceived benefits from the products
being advertised.
Recommendations
1. Radio station should air more advertisements and information about agriculture.
2. Radio stations should conduct a study to know what the listener want to hear from
their stations.
3. The radio advertisers should also improve and follow the standard ethics in
advertisement.
4. The Radio advertisers should consider the effects of the perceived benefits of the
products they advertise.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
5. Radio listeners should not just rely on what they heard from advertisements but
rather validate the information and avail after technical assistance from advertisers.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
LITERATURE CITED
ABAG, M. T. 2005. Information needs and Information Sources of the Residents of
Barangay Tawangan and Barangay Lusod in Kabayan, Benguet. BS Thesis. Benguet State
University, La Trinidad Benguet. Pp. 14.
ALLAN, M. G. 2007. Listenership of the Program “Boses ti Farmers” in Poblacion,
Kibungan, Benguet. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 21.
ANNO, J. B. 2003. Listenership of Radio Natin FM Bugias in Three Barangays of
Mankayan, Benguet. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 4, 17.
ANONYMOUS, 2007. Advertising retrieved on October 5, 2007 from Wikipedia.
Org/wiki/ Advertising.
ANONYMOUS, 2006. AGB Neilsen Media Research Pioneers Nationwide Quality TV
Ratings:Ratings from Electronic Panels. October 26, 2006. Retrieved fromAgbnielsen.net/
where local news.asp? id-Philippines and newstype-L & Mode full & Language- English.
ATIWAG, J. C. 1999. The Listenership of Benguet State University’s Agri-school on the
Air Program in Lengaoan, Buguias, Benguet. BS Thesis. Benguet State University, La
Trinidad Benguet. Pp. 18.
BALANGGOY, M. P. 2003. Radio Program Preferences of AM Band Listener in
Pandayan, Mt. Province. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp.
14.
BARKER, L. L. and D. B. Gaut. 2002. Communication 8th Edition. USA: A Pearson
Education Company. Pp. 324.
BELCH, E. and BELCH, M. 1993. Introduction to Advertising and Promotion: An Integral
Marketing Communications Perspective (2nd Edition). Richard D. Irwin, Inc., 1990 and
1993. Pp. 6.
BITTNER, J. 1983. An Introduction to Mass Communication. Prentice−Hall, Inc.,
Englewood Cliffs, N. J. 007632. Pp. 131−149.
CUILAN, P. M. 1996. Survey on Pesticide Management Practices of Crucifier Farmers in
La Trinidad, Benguet. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 5.
DACAWE, N. B. 2003. Content Analysis on Agricultural Issues of Community News
Papers in Cordillera. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 8.
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Benguet Vizcaya | PADUA, CHERYL B. April 2013
DAWIGUEY, A. G. 2004. Radio Program Preferences and Perceptions of Listener on
Radio ng Bayan-Bontoc in Five Barangays in Bontoc Mt. Province. BS Thesis. Benguet
State University, La Trinidad Benguet. Pp. 17.
FOOD and Fertilizer Technology Center. 1979. Sensible Use of Pesticides. Taipe, Aspac.
Pp. 37.
GONZALEZ, M. 2005. The Potential of Viacomm as a Means of the Communication for
Agricultural Development in La Trinidad. BS Thesis. Benguet State University, La
Trinidad Benguet. Pp. 9.
GOSODAN, D. N. 2003. Perceptions and Attitudes of Lepanto National High School
Students on Japanese Cartoon Anime. BS Thesis. Benguet State University, La Trinidad
Benguet. Pp. 4.
GREGORIO, H. F. 1976. Principles and Methods of Teaching. Quezon City. Pp. 17.
JAMIAS, J. F. 1975. Readings in Development Communication. University of the
Philippines- Laguna. Department of Development Communication. Pp. 92.
KIMPAOY, J. T. 2001. The Effect of Communication Facilities in the Marketing Practices
of Farmers in Benguet. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 13.
LIBAG, S. P. 2003. Radio Program Preferences of Sagubo Kapangan Benguet. BS Thesis.
Benguet State University, La Trinidad, Benguet. Pp. 5-6.
ONNON, A. D. 2005. Information Sources Needs and Preferences of Cut Flower Growers
in Barangay Alno and Bahong, La Trinidad Benguet. BS Thesis. Benguet State University,
La Trinidad Benguet. Pp. 4-5.
PALAYEN, J. G. 2007. Perception of Baculungan Sur Vegetable Farmers on “Boses ti
Farmers” Program. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 21.
PALUBOS, D. N. 2004. The Benefits of Radio Drama to the Vegetable Farmers in
Guinaoang, Mankayan Benguet. BS Thesis. Benguet State University, La Trinidad
Benguet. Pp. 7.
POCDO, M. L. 2003. Attitudes and Perceptions of Farmers on BSU on the Air in Barangay
Pacso, Kabayan, Benguet. BS Thesis. Benguet State University, La Trinidad Benguet. Pp.
2, 21.
PUCAY, L. N. 2003. The Impact of the Radio Commercials about Pesticide on the
Pesticide Preferrences of Vegetable Farmers in the Five Barangays of Kapangan, Benguet.
BS Thesis. Benguet State University. Pp. 7, 21.
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Benguet Vizcaya | PADUA, CHERYL B. April 2013
SONGYO-EN, O. L. 2008. Information Sources, Source Preferences and Information
Needs of Vegetable Farmers in Barangay Madaymen, Kibungan Benguet. BS Thesis.
Benguet State University, La Trinidad Benguet. Pp. 4, 8.
WITTCH, W. A. and SCHULLER, C. F. 1967. Audiovisual Materials; Their Nature and
Use. 4th edition. New York, Harper and Row. Pp. 347.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
PADUA, CHERYL B. April 2013. The Benefits of Agricultural Radio
Advertisements to Vegetable Farmers in La Trinidad, Benguet. Benguet State University,
La Trinidad, Benguet.
Adviser: David Joseph Bognadon
ABSTRACT
The study was conducted at Swamp, La Trinidad Benguet to characterize the profile
of the respondents of the study, enumerate the reasons of the respondents for listening to
radio, to identify the reasons of the respondents for using the radio, to determine the radio
ownership of the respondents, to enumerate the radio station the agricultural
advertisements were aired, to identify the information need of the respondents to be the
contained of the advertisement, to enumerate the agricultural advertisements the
respondents recalled, to enumerate the benefits of the agricultural advertisements, to
identify the effects of the agricultural advertisements, and to enumerate the suggestions of
the respondents for the improvement of the advertisements.
An interview scheduled was used to gather the needed data. The respondents of the
study were 56 farmers in Swamp, La Trinidad, Benguet.
Most of the respondents were in the age range of 25-36 years old. Majority of them
were found to be a daily radio listeners to DZWT, DZWX, DZEQ, DZBS and FM stations
as there source of information, entertainments, and tips to their farming.
Majority of the respondents applies the ideas they heard from radio like the
advertised effectiveness of fertilizers: Siglat, Crop giant, Triple 8, Triple 14, Triple 16, and
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
MBEM; insecticide advertisements like the Prevaton, GAP, Furiarang, Siga and Herbetise;
on fungicide advertisements like the Dakunel and Herbicide; and the organic tips like
planting using organic fertilizer to their farms.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
INTRODUCTION
Rationale
As the saying goes, change is the permanent event in the world. And so man is
undergoing change parallel to progress and development.
The key to direction, guiding and learning is the understanding of the needs, attitudes,
interests, and goals of the learners (Gregorio, 1976).
According to Wittich and Schuller, 1967; hearing, seeing, looking and listening are the
primary means of human learning. What we see and hear markedly influence, how we
behave. The interplay of looking and hearing clearly influence how well people learn.
Advertising is a form of communication used to encourage or persuade an audience
(viewers, readers or listeners) to continue or take some new action. Most commonly, the
desired result is to drive consumer behavior with respect to a commercial offering, although
political and ideological advertising is also common. The purpose of advertising may also
be to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various traditional
media; including mass media such as newspapers, magazines, television commercial, radio
advertisement, outdoor advertising or direct mail; or new media such as websites and text
messages.
Commercial advertisers often seek to generate increased consumption of their products or
services through "Branding," which involves the repetition of an image or product name in
an effort to associate certain qualities with the brand in the minds of consumers. Non-
commercial advertisers who spend money to advertise items other than a consumer product
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement (PSA) (Anonymous, 2007).
Pesticides advertising can also play an important role in increasing farmer’s risk aversion.
Since training and motivational materials related to pest management are relatively scars.
Advertisements continue to play a major role in influencing farmers’ decisions
(Anonymous, 2006).
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up their
own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized
they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
This practice was carried over to commercial television in the late 1940s and early 1950s.
A fierce battle was fought between those seeking to commercialize the radio and people
who argued that the radio spectrum should be considered a part of the commons to be used
only non-commercially and for the public good. The United Kingdom pursued a public
funding model for the BBC, originally a private company, the British Broadcasting
Company, but incorporated as a public body by Royal Charter in 1927. In Canada,
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
advocates like Graham Spry were likewise able to persuade the federal government to
adopt a public funding model, creating the Canadian Broadcasting Corporation. However,
in the United States, the capitalist model prevailed with the passage of the Communications
Act of 1934 which created the Federal Communications Commission (FCC). However, the
U.S. Congress did require commercial broadcasting companies to operate in the "public
interest, convenience, and necessity". Public broadcasting now exists in the United States
due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service
(PBS) and National Public Radio (NPR).
In La Trinidad Benguet, farmers bring their battery operated radio in their farm cite. They
claimed that radio is cheaper and they can also operate them during power off or even
electricity is not possible in their locality.
In La Trinidad, some farmers listen to agricultural advertisements as the main source of
information. Others watch television, read posters, leaflets, and brochures for them know
important information on farming (Anonymous, 2007).
Agricultural advertisements are an important medium and source of information to
farmers.
The study is undertaken to have a better understanding on the “Benefits of the Agricultural
Radio Advertisements to the Farmers”. Further, determine the reason and information need
of the farmers in relation to agricultural advertisements.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Statement of the Problem
The study aims to determine the benefits of advertisements to vegetable farmers in swamp
area La Trinidad, Benguet. Specially, it aims to answer the following questions:
1. Why do the farmers listen to radio?
2. What radio channel do agricultural advertisements are aired?
3. What agricultural advertisements do the farmers recall?
4. What are the benefits of listening to agricultural advertisements to farmers?
5. What are the information needs of the farmers?
6. What are the effects of agricultural advertisements?
7. What are the level of perceive benefits for the improvement of the agricultural
advertisements?
Objectives of the Study
1. identify the reasons of the farmers for listening radio;
2. identify the radio channels where agricultural advertisements are being heard;
3. enumerate some agricultural advertisements that the farmers recall;
4. determine the benefits of listening of the farmers to agricultural advertisements;
5. identify the information needs of the farmers;
6. identify the effect of agricultural advertisements;and,
7. identify the level of perceive benefits for the improvement of agricultural
advertisements.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Importance of the Study
Through this study, the researcher was able to understand the information needs of the
farmer listeners, the benefits and effects of Advertisements to them.
The study may also help radio advertisers improve and produce more advertisements that
are beneficial and effective to farmers. It may also serve as references of universities and
students.
Scope and Limitation of the Study
The study focused on the benefits of agricultural advertisements being heard on radio like
pesticides, fertilizers, and feeds to farmers.
It was limited to 56 farmers from swamp area in La Trinidad, Benguet.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
REVIEW OF THE LITERATURE
The Growth of Advertising and Promotion
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up their
own radio stations, and included: schools, clubs and civic groups. When the practice of
sponsoring programs was popularized, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at the
beginning and end of the sponsored shows. However, radio station owners soon realized
they could earn more money by selling sponsorship rights in small time allocations to
multiple businesses throughout their radio station's broadcasts, rather than selling the
sponsorship rights to single businesses per show.
According to Barker and Gaut (2002), during the 1930s and 1940s, radio was the television
of today, with situation comedies, musicals, political addresses, and game shows. The
success of radio often has been attributed to its mobility. We can carry portable radios on
our pockets and bring them anywhere, from houses to fields. Radio is most reliable form
of communication during emergencies because it can use batteries instead of electricity is
an easily portable.
Advertising and promotion are an integral part of our social and economic systems. In the
complex society and economic system in which we live, advertising has evolved into vital
communication system for both consumers and businesses. The ability of advertising and
other promotional methods to deliver carefully prepared messages to target audiences have
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
given them a major role in the marketing program of most organizational companies
ranging from large multinational corporations to small retailers increasingly rely on
advertisements and promotions to help them market their products and services. In market
based economies, consumers have learned to rely on advertisements and other forms of
promotion to provide them with information they can use in making purchase decisions
(Belch and Belch, 1993).
Pesticides are used by farmers not only to increase crop yields, but also to stop losses. They
serve as resources including labor, machinery services, and other inputs involved in
mechanical weed control (Headley, 1967 as cited by Cuilan, 1996). The use of pesticides
application lies on the ability to obtain the maximum biological effect with the minimum
amount of pesticide materials. On the other hand, it requires good control effect to get
sufficient coverage of the pesticides within infestation site of pest (Food and Fertilizer
Technology Center, 1979).
Information Sources
In Lusod, Tawagan, Kabayan, Benguet, radio is the top source of information followed by
other people then newspapers and tabloids (Abag, 2005 as cited by Songyo-en, 2008).
In the study of Onnon, (2005) as cited by Songyo-en, (2008) stated that in Alno and
Bahong, La Trinidad Benguet, 80% of the 100 cutflower growers dependent on their fellow
farmers as their source of information, 60% claimed that they listened to DZWT
particularly on agricultural commercials, DA- CHARM and BSU-on-the-Air; 58% relied
on farm supply outlet and very few read printed materials.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Aside from radio, farmers in Kabayan, Benguet got pesticide information from newspapers
(37%), co-farmers (60%), and from trainings and seminars (35%) (Pucay, 2003).
Apilado (1981) as cited by Songyo-en (2008) in her study stated that 80% of the farmers
in La Trinidad relied greatly on the fellow farmers for farm information, or large number
need newspapers, and heard radio for farm news.
Aside from the sources of information enumerated above, written documents can also be a
reliable source of information, the most accepted example of this is the press release that
is defined as packaged information written by information officers of government agencies
or institutions ( Dacawe, 2003 as cited by Onnon, 2005).
Information Need
In barangay Lusod and Barangay Tawagan, Kabayan Benguet, 75% of the residents needed
information on agriculture-related information because 55% of the residents were farmers,
35% new information technologies especially in terms of farming or agriculture, 10%
information on politics and showbiz (Abag, 2005).
According to Allan (2007) almost all (93.2%) are radio listener in barangay Poblacion,
Kibungan Benguet needed information on farming practices, 36.4% incooking tips, 34.8%
in health and nutrition, 31.8% in animal production, and 15.9% in ornamental production.
In the study of Pocdo, (2003) stated that in barangay Pacso, Kabayan Benguet, most of the
farmers needed information on Health issues (78%), animal raising (68%), and food
processing (38%).
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
According to Palayen (2007), majority (82%) of the vegetable farmers of barangay
Baculungan Sur, Buguias needed information on general agriculture; 40% swine
production; 26% health and nutrition.
Pur-ayan, (2007) as cited by Songyo-en, (2008) in her study stated that radio listeners of
Irisan, Baguio City needed information on public service announcement; 93.33%, science
and technology; 66%,marketing and cooperative; 38.33%, showbiz; 15%, sports; 15%,
fashion;1.67%.
Radio Ownership of the Farmers
People hear what they want to hear and remember information that agrees with their
personal views. We all have own positions and perceptions if we hear something we can’t
agree with, we will turn it off, tune it out or manipulate the messages in our mind so it
sounds like something we can agree with. In advertising, people tend to listened messages
about the products they like. This is a real problem for a new product or for a product in an
unpopular category (Bittner, 1983).
In the study of Anno (2003), three barangays of Mankayan, Benguet stated that those aged
20 or younger preferred educational program. Those were 21-40 years old preferred
informational programs only.
In the study of Apilado (1981) as cited by Pucay (2003), most respondents have higher
education understand agricultural information more through mass media. They have more
understanding on the technical knowhow on modern ways of farming.
In the study of Anno, (2003), the percentage of radio listeners included: every day, 35%;
every other day, 15%; irregular, 9%; and on weekly basis, 1%. Similarly, the percentage
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
of the respondents and time of listening schedule were; 31%, early in the morning; 20%,
noontime; 18%, afternoon; and 8%, listen whole day.
According to the study of Atiwag, (1999), reported that at least four out of five Filipinos
(84%), aged 15 and above, listen to radio for about three hours a day; five to six a day. This
would mean that about 24 million Filipinos comprise the adult radio audience. He also
reported that radio listening is more of a daytime activity than an evening past time.
Listeners listened atleast two hours in a day time and only an hour and a half in the evening.
Benefits of Listening to Radio
Studies conducted in the Philippines and other developing countries have shown that radio
is the preferred medium of mass communication because people can listen to it while
working; it is easier to listen than to read newspapers and magazines; there is lack of
reading materials or even of reading materials are available, people cannot read; and radio
is more easily understood, more entertaining and more personal (Jamias, 1975) as cited by
Libag (2003).
Libag (2003) as cited by Dawiguey stated that the leading reasons for listening to radio
programs are: it informs (91.11%) and it entertains (88.88%). Almost 19% claimed they
just listen to learn songs. It also serve as reminders and enable then to control their temper
and because they could not sleep.
The ability of radio to contribute to National development is attributed partly to the fact
that people prefer over other mass media as it fulfills certain psychological needs and also
because radio listening is easier than reading or viewing movies or televisions (Jamias,
1975) as cited by Palubos (2004).
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Radio can help farmers in their farming activities through information. In La
Trinidad, 28% claimed that their work become easier and they had fewer expenses. 18%
percent claimed that their harvest increased and 16% percent claimed their income has also
increased (Apilado, 1981 as cited by Pucay, 2003).
Attitudes of the Farmers
According to Bittner (1983), opinion research is use to check how people feel about other
people, products and brands, appeals and contemporary trends. Attitudes reflect
consumers’ values. They tell the world what we stand for and identify the things and ideas
we considered important. They also track our positive and negative reaction to things in
our life. One of the most important areas for opinion research in advertising is product and
brand perception. It is important to know how consumers see the product before developing
an advertising strategy (Anonymous, 2007).
According to Gosodan (2003), the socio−economic status of the family affects the
individual’s attitudes and interest even if the choice of media and other television
programs. Individual with high economic status have wider range of choices than to those
belong to low economic status that have limited choices.
In the study of Palayen, (2007), claimed that the farmers listen to their favorite radio
program while working to their field anytime of the day as they are picking fruits, removing
weeds, cultivating, controlling pest and diseases, sorting gardening and packaging
products.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Reasons for Listening of the Farmers
Study of Gonzalez (2005) on VIACOMM, the respondents or the farmers want possible
business venture where they can invest their money and earn income to be able to afford
the increasing basic commodities. The 75 percent are interested about food preparation,
and food preservation, 71 percent are interested about new ordinances so that they will not
violate any of them. The 66 percent of the respondents are interested about environmental
topics and some are interested to job vacancies or opportunities, health and tourist spots in
Cordillera region.
According to the study of Kimpaoy, (2001), most of the respondents (66.6%) are more to
farming tips and 23.3% are interesting to the topic being heard while in the study of
Balanggoy, (2003), majority of the respondents (38%) needed information on controlling
pest and diseases, and few (32%) needed information on vegetable production. Unlike to
the study of Anno, (2003) stated that he consider three motivational factors that lead the
listener to the media; loneliness, curiosity, and self aggrandizements/ it motivate.
Study of Anno (2003) consider three motivational factors that lead to the media;
loneliness, curiosity, and self-aggrandizement. These three factors and numerous others
that might be cited are covered under the various functions. For example, the media
creation of a tie of union satisfies loneliness; the educational function deals with curiosity
and the reinforcement and educational functions on the self-aggrandizement motive.
Study of Dawiguey (2004), listener in Bontoc Mt. Province showed that 28%
needed information on health nutrition such as family planning. Only 22% needed topics
on Agriculture like rice and animal production. Since some of the respondents were farmers
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
so they needed vegetable prices to be aired. The rest of the respondents wanted to know
community issues, as well as the prices of goods and commodities.
Majority (64.06%) of the respondents in Mankayan, Benguet claimed that they
needed information on community issues so that they will be aware of the happenings in
their community; 62.50% needed topics on health and nutrition like medical updates ,
curative measures for diseases; 30.67% on agricultural especially on farming tips, swine
productions and current issues (Anno, 2003).
In Pandayan, Tadian Mt. Province, 38% of the respondents needed information on
controlling pest and diseases, few (32%) needed information on vegetable production.
Some of the respondents needed topics on science and technology, animal production and
environmental issues (Balanggoy, 2003).
Farmers in Leogaoan, Buguias, Benguet listen to BSU-on –the-Air because it gives helpful
tips in farming (66.6%) and aired topics are interesting (23.3%) (Kimpaoy, 2001). Farmers
in Benguet claimed that radio is the most convenient source of entertainments and news
most especially in their marketing practices (Kimpaoy, 2001).
This finding confirms with the study of Balanggoy (2003) that the number one information
needs in Remedios, Cervantes, Ilocos Sur is about controlling pest and diseases.
Definition of Terms
Advertisement. Anything that draws good attention towards a product, service or person.
Ads appear on television, as well as radio, newspapers, magazines and
as billboards in streets and cities.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Self-aggrandizement. Emphasizing one’s important or exaggerating. An example of self
aggrandizement is a candidate stretching the truth about his accomplishments to win the
position. It is a motivation to someone in order for him to do/ make better.
Portable. A thing that is capable to carry with us to anywhere like the battery radio, cell
phones and others.
Psychological. Influencing or intended to influence mind or emotion.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
METHODOLOGY
Locale and Time of the Study
The study was conducted especially in Swamp area or famously known as the
“strawberry farm” in La Trinidad, Benguet. It is part of Barangay Betag and located at km
6 La Trinidad, Benguet. The farm is planted with vegetables like carrots, lettuce, cabbage,
and other temperate crops. Strawberries are also grown in this area, which is as well known
by the tourists from different places in our country.
The study was conducted in February 2013.
Respondents of the Study
The respondents of the study were 56 vegetable farmers of Swamp, La Trinidad.
They were purposively chosen based on the following criteria after the initial survey to
know if they are a radio listener:
1. The farmer’s household should have a radio.
2. They should be radio listener.
Data Collection
An interview schedule was used to gather information from the respondents. The
questionnaire was translated into highland Ilocano in order to facilitate understanding
between the researcher and the respondents.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Data Gathered
The data gathered were the socio−demographic profile of the respondents in listening radio,
the radio frequency where agricultural advertisement are being heard, the agricultural
advertisements, the respondents recall, the benefits of listening to agricultural
advertisements, suggestion for the improvement of agricultural advertisements, effects of
agricultural advertisements and the information they get from agricultural advertisements.
Data Analysis
All information from the respondents or farmers was tabulated, consolidated and analyzed
using descriptive statistics such as percentage, and frequency counts.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
RESULTS AND DISCUSSION
Profile of the Respondents
The table 1 shows the respondents’ age and civil status. In terms of age, most of the
respondents ages 26-35 (39.29%), 15-25 (23.21%), 36-45 (14.28%), 46-55 (12.5%), and
56-65 (10.71%) while in terms of civil status, most of the respondents were married (66%)
and 34% to single.
Table 1. Profile of the respondents
CHARACTERISTICS FREQUENCY PERCENTAGE
(n=56)
(%)
Ages
15-25
13
23.21
26-35
22
39.29
36-45
8
14.28
46-55
7
12.5
56-65
6
10.71
TOTAL
56
100.00
Civil Status
Single
19
34.00
Married
37
66.00
TOTAL
56
100.00
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Reasons of the Respondents
in Listening to Radio
Table 2 indicates the reason of the respondents for listening to radio. Majority of the
reasons of the respondents in listening to radio were for entertaining (87.5%), for
information update (7.14%), and for motivation (5.36%).
Compared to the study of Kimpaoy, (2001), most of the respondents (66.6%) were more
on farming tips and 23.3% are interested to the topic being heard while in the study of
Balanggoy, (2003), majority of the respondents (38%) needed information on controlling
pest and diseases, and few (32%) needed information on vegetable production. Unlike to
the study of Anno, (2003), it stated that he consider three motivational factors that lead the
listener to the media; loneliness, curiosity, and self aggrandizements/ it motivate.
It only shows that the radio listeners have different reasons, motivations and in
listening to radio.
Table 2. Reasons of the respondents for listening to radio
REASONS FOR LISTENING FREQUENCY PERCENTAGE
(n=56) (%)
For entertaining 49 87.5
For motivating 3 5.36
For updating 4 7.14
TOTAL 56 100.00
Reasons of the Respondents
for Using the Radio
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Table 3 shows the reason of the respondents for using the radio. Most of the respondents’
reasons were because it is cheap (55.36%), easily understood (37.5%), entertaining
(5.36%), and updated (1.79%).
Table 3. Reasons of the respondents for using the radio
REASONS FOR USING THE FREQUENCY PERCENTAGE
RADIO
(n=56) (%)
Cheap 31 55.36
Easily understood 21 37.5
Entertaining 3 5.36
Updated 1 1.79
TOTAL 56 100.00
Radio Listeners’ Preferences
Table 4 shows the schedule of listening of the respondents, duration of listening,
and frequency of listening.
Schedule of listening. Majority of the respondents were found to be listening daily
as claimed by the respondents; 87.5% of the respondents listened in the morning, 61.71%
in the afternoon, 23.21% in the night, 8.93% in the noon, and 1.79% anytime of his/her
free time.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Compared to the study of Anno, (2003), majority of the respondents’ time of
listening were 31%, early in the morning; 20%, noontime; 18%, afternoon; and only 8%
listen to whole day.
Duration of listening. Most of the respondents listened to radio daily as long as
whole day (69.64%), 14.29% for 2 hours, 14.29% to anytime of their free time, and 1.79%
to less than 1 hour.
Compared to Atiwag, (1999), reported that at least four out of five Filipinos (84%), aged
15 and above, listen to radio for about three hours a day; five to six a day. This would mean
that about 24 million Filipinos comprise the adult radio audience. He also reported that
radio listening is more of a daytime activity than an evening past time. Listeners listened
atleast two hours in a day time and only an hour and a half in the evening.
Frequency of listening. According to the respondents, most of them usually tuned
in everyday (89%), 5.35% to twice a week and 5.35% also to trice a week.
Compared to the study of Anno, (2003), most of the respondents (35%) listen to radio
everyday, 15% every other day, 9% irregular, and 1% to weekly basis.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Table 4. Radio Listeners’ Preferences
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=56)
(%)
Schedule of listening
Morning
49
87.5
Afternoon
34
60.71
Night
13
23.21
Noon
5
8.93
Any free time
1
1.79
*Multiple Responses
Duration of listening
Whole day
39
69.64
2 hours
8
14.29
3 hours
8
14.29
Less than 1 hour
1
1.79
TOTAL
56
100.00
Frequency of listening
Everyday
50
89.00
twice a week
3
5.35
trice a week
3
5.35
TOTAL
56
100.00
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Radio Station Where Agricultural
Advertisements were Aired
Table 5 shows the radio stations where agricultural advertisements were aired. Majority of
the respondents listened to DZWT (MPBC) (91.07%), and to DZWT (Bombo Radio-
Baguio) (82.14%), to DZEQ (Radio Philippine Network) (3.57%) and to DZBS (Radyo ng
Bayan) (3.57%).
According to the respondents who listened to DZWX and DZWT, they tuned in
these stations because DZWX was more in information that they need like news,
commentary and drama that can entertain them while in DZWT was more in educational
programs and vernacular songs.
According also to those who listened to DZEQ, DZBS, and FM stations, they just
listened to these stations when they are bored to DZWX and DZWT.
The result shows that the respondents wanted information that can entertain and
help them.
Table 5. Radio stations where agricultural advertisements were aired
RADIO STATIONS
FREQUENCY
PERCENTGE
(n=56)
(%)
DZWT
51
91.07
DZWX
46
82.14
DZBS
2
3.57
DZEQ
2
3.57
*Multiple Responses
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Information Wants/ Needs
of the Respondents
Table 6 shows the information that the respondents’ wants to be the content of the
advertisements. Majority of the respondents wanted the farming practices, (89.29%) like
the advertisements on fertilizers, pesticides, fungicide and organic tips wherein they get
ideas that they can use/apply in their farms; health and nutrition, (16.07%); cooking tips,
(12.5%); (5.36%) ornamental production, (3.57%) and animal production, (3.57%) to be
the contained of the advertisements.
The result implied that the respondents wanted information about farming tips for
the development of their farms and farming techniques.
Agricultural Advertisements
the Respondents Recalled
Table 7 shows the agricultural advertisements the respondents recalled. Most of the
respondents recalled fertilizer advertisements (69.64%) like the Siglat, Crop giant, Triple
8, Triple 14, Triple 16, and MBEM; the insecticide advertisements (41.07%) like the
Prevaton, GAP, Furiarang, Siga and Herbetise; the fungicide advertisements (7.14%) like
the Dakunel and Herbicide wherein they applied most of the products being advertised;
and the organic tips (1.79%) like planting with using a organic fertilizer.
This indicates that the respondents are aware in every advertisement they heard
from radio.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Table 6. Information wants/needs of the respondents
INFORMATION NEEDED
FREQUENCY
PERCENTAGE
(n=56)
(%)
Farming practices
50
89.29
Health and nutrition
9
16.07
Cooking tips
7
12.5
Ornamental production
2
3.57
Animal production
2
3.57
*Multiple Responses
Table 7. Agricultural advertisements the respondents recalled
ADVERTISEMENTS RECALLED
FREQUENCY
PERCENTAGE
(n=56)
(%)
Fertilizer advertisements
39
69.64
Insecticide advertisements
23
41.07
Fungicide advertisements
4
7.14
Organic tips
1
1.79
*Multiple Responses
Benefits of Agricultural Advertisements
to the Respondents
Table 8 shows the benefits of agricultural advertisements to the respondents.
Majority of the respondents stated that the advertisements gave them tips on what products
they are going to use (85.71%), information/ update on price of the vegetables and other
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
news (12.5%), it serve them as a reminder when they heard the name of the product being
advertised (5.36%), and for entertainment (3.57%).
Table 8. Benefits of the agricultural advertisements to the respondents
BENEFITS
FREQUENCY
PERCENTAGE
(n=56)
(%)
It gives tips on products
48
85.71
It informs/updates
7
12.5
It serves as a reminder
3
5.36
It entertains
2
3.57
*Multiple Responses
The result indicates that the agricultural advertisements provided tips to them and which
they apply in their farms.
Effects of Advertised Product
to Respondents’ Production
The table shows 9 the good and bad effects of agricultural advertisements to the
respondents.
Good effects. Majority of the respondents stated that fertilizer advertisements have
more than good effects (53.57%) that made their plants healthier and bigger. While on the
insecticide advertisements (21.43%), and fungicide advertisements (1.79%), it kept the
plants not to be attacked by insects and pests. And for organic advertisements (1.79%) that
they have higher price than to those non organic when they harvested.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Bad effects. Most of the respondents stated that they have more bad experience in
relation to insecticide advertisements (19.64%). This happened when some insecticide
products were not effective in killing pests. Further, it has harmful effect to the user like
the Furiarang. The fertilizer products (3.57%) burned their plants and some are not
effective like the MBEM fertilizer and fungicide advertisements (1.79%) for being in
effective when they applied it to their farms.
The result shows that the agricultural advertisements have good and bad effects in
their farms when they applied it.
Table 9. Effects of advertised products
ADVERTISED
GOOD EFFECTS BAD EFFECTS NO RESPONSE TOTAL
PRODUCT
(n=56) (%)
(n=56) (%) (n=56) (%)
(F) (%)
Fertilizer
30 50.57
2 3.57 5 8.93
37 66.07
Insecticide
12 21.43
11 19.64 - -
23 41.07
Fungicide
1 1.79
2 3.57 - -
3 5.36
organic
1 1.79
- -
- -
1 1.79
*Multiple Responses
Perceived Level of Benefits
of the Advertised Products
Table 10 shows the perceived level of benefits and the weighted mean of the
agricultural advertisements to the respondents.
Level of benefits. The level of benefit were divided to 3 levels; 1 as poor when the
product had a bad effects and ineffective, 2 as fair when the products are adopted and did
not change production, and 3 as good when the products are adopted and increased
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
production has very good effect. Majority of the respondents gave the fertilizer
advertisements a marked of 2 as fair (44.64%), 8.93 percent to 3 as good and 3.57 percent
to 1 as poor in the level of benefits. In the insecticide advertisements, most of them marked
the 1 as poor (19.64%), 14.29 percent to 2 as fair and 7.14 percent to 3 as good while to
fungicide advertisements, they marked the 1 as poor (3.57%) and 1.79 percent to 2 as fair;
and to organic tips to level 2 as fair; (1.79%).
The results show that the fertilizer advertisements have more benefits and positive effects
than to insecticide advertisements that have more negative effects.
Table 10. Perceived level of benefits to the respondents
ADVERTISEMENTS
LEVEL OF BENEFITS
WE IGHTE
1
2
3
MEAN
N (%) N
(%)
N (%)
N (%)
Advertisements
Fertilizer
2 3.57 25 44.64 5 8.93 32 10.66
Insecticide
11 19.64 8 14.29 4 7
2 37.66
Fungicide
2 3.57 1 1.79 - -
3 1.00
Organic
- - 1 2.00 - -
1 0.33
*Multiple Responses
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted at Swamp, La Trinidad Benguet to characterize the profile
of the respondents of the study, enumerate the reasons of the respondents for listening to
radio, to identify the reasons of the respondents for using the radio, to determine the radio
ownership of the respondents, to enumerate the radio station the agricultural
advertisements were aired, to identify the information need of the respondents to be the
contained of the ads, to enumerate the agricultural advertisements the respondents recalled,
to enumerate the benefits of the agricultural advertisements, to identify the effects of the
agricultural advertisements, and to enumerate the suggestions of the respondents for the
improvement of the advertisements.
An interview scheduled was used to gather the needed data. The respondents of the
study were 56 farmers in Swamp, La Trinidad Benguet.
Majority of them listened to radio for the reason that they were going to be
entertained, motivated and were curious. They used the said media because of the price
affordability, understandability, and updated source information.
Majority of them were found to be a daily radio listener to DZWT, DZWX, DZEQ,
DZBS and FM stations as there source of information, entertainments, tips to their farming.
Most of the respondents recalled advertisements like the fertilizer advertisements
like the Siglat, Crop giant, Triple 8, Triple 14, Triple 16, and MBEM; the insecticide
advertisements like the Prevaton, GAP, Furiarang, Siga and Herbetise; the fungicide
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
advertisements like the Dakunel and Herbicide; and the organic tips like planting with
using a organic fertilizer.
Majority of respondents determine the benefits of the agricultural advertisements being
aired to radio. Some benefits were; it gave them tips gave them tips on what products they
were going to use, information/ update on price of the vegetables and other news, it serve
them as a reminder when they heard the name of the product being advertised, and
entertainment.
Most of the respondents also stated that agricultural advertisements have good
effects like the fertilizer advertisements that made their plants healthier and bigger while
to those insecticide advertisements not to be attacked by insects pest, fungicide
advertisements and to organic advertisements that they have higher price than to those non
organic when they harvested; and bad effects like the insecticide advertisements when the
product can’t kill the insect pest and some pesticide have bad sent like the furiarang that
affects the user while to those fertilizer advertisements burned their plants and some are
not effective like the MBEM fertilizer and fungicide advertisements for being ineffective
when they applied it to their farms.
The respondents have also suggestion for the improvement of the advertisements.
They suggest that they want more advertisements on farming practices and tips on the
products but it should be improve to be more effective and the advertisers should also
remove the ineffective products being advertised.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Majority of the respondents listened to radio for the reason that they were going to
be entertained and motivated;
2. Most of the respondents were radio listener that they listened daily to both DZWT,
and DZWX;
3. Majority of the respondents were aware of radio advertisements like the fertilizer,
pesticide, fungicide and organic tips advertisements;
4. Most of the respondents considered the agricultural advertisements to be beneficial
to them;
5. Majority of the respondents needs/wants more information on farming tips and
products; and,
6. Most of them considered the effects of the perceived benefits from the products
being advertised.
Recommendations
1. Radio station should air more advertisements and information about agriculture.
2. Radio stations should conduct a study to know what the listener want to hear from
their stations.
3. The radio advertisers should also improve and follow the standard ethics in
advertisement.
4. The Radio advertisers should consider the effects of the perceived benefits of the
products they advertise.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
5. Radio listeners should not just rely on what they heard from advertisements but
rather validate the information and avail after technical assistance from advertisers.
The Benefits of Agricultural Radio Advertisements to Vegetable Farmers in La Trinidad,
Benguet Vizcaya | PADUA, CHERYL B. April 2013
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