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Abstract
This study examined the comparative effectiveness of online advertisements and traditional outdoor media (billboards and tarpaulins) in promoting private schools across four municipalities in Batangas Province: Lipa, Tanauan, Malvar, and Sto. Tomas. Using a convergent parallel mixed-methods design, the research gathered quantitative data from 66 respondents across 22 private schools (18 from Lipa, 12 from Malvar, 27 from Tanauan, and 9 from Sto. Tomas) through surveys, along with qualitative insights obtained via focus group discussions and key informant interviews. The investigation focused on six dimensions of advertising effectiveness: reach and engagement, lead generation and conversion, cost efficiency, audience targeting, brand recall, and adaptability. Quantitative findings revealed that online advertisements are more adaptable, cost-efficient, and effective in engaging younger audiences, particularly in Lipa and Tanauan, where internet connectivity is stronger. In contrast, traditional outdoor advertisements such as tarpaulins and billboards remain more trusted and credible in semi-urban areas like Malvar and Sto. Tomas, where internet penetration is less stable. Qualitative findings revealed that parents valued the credibility and tangibility of traditional advertisements, while students preferred the interactivity of online platforms. Both groups emphasized the advantages of a hybrid approach that integrates the strengths of both media. These findings support the Elaboration Likelihood Model (ELM) and Media Richness Theory (MRT), showing that online media stimulate central processing among students while traditional media appeal to peripheral cues valued by parents. Moreover, the results align with local reports, which indicate that Batangas households continue to rely on printed and outdoor materials due to limitations in digital access (Batangas Provincial Planning and Development Office, 2023; Department of Information and Communications Technology [DICT], 2022). This study concludes that the most effective approach is a hybrid advertising strategy that integrates online and traditional media, thereby maximizing reach, credibility, and cost efficiency. It further proposes the Infrastructure-Mediated Advertising Model, which emphasizes that technological access, demographic needs, and cultural trust shape advertising effectiveness. This research provides both theoretical contributions and practical recommendations for school administrators, particularly in semi-urban contexts, where hybrid campaigns offer the most substantial potential for enrollment growth.
