19th Article | Volume 01 | Issue 04
Ang Konseptong AIDA sa mga Kwentong Jollibee 2016-2022
Sheryl T. Milan
Teacher I, Mabini Colleges, Inc.,
Daet Camarines Norte, Philippines
Abstract
Ang mga kwentong Jollibee na dinalumat ng mananaliksik ay binubuo ng tatlumpot-siyam (39) na mga kwentong hango sa totoong buhay. Tinatalakay ng pag-aaral na ito ang mga konseptong AIDA sa mga kwentong Jollibee sa paraang panghihikayat sa madla gamit ang advertising. Layunin nito na mailahad ang kaugnayan ng konseptong AIDA sa mga kwentong binibigyang tampok ng Jollibee sa iba’t ibang selebrasyon mula sa taong 2016-2022. Kaya naman gumamit ng metodong pagsusuri ng dokumento (document analysis), at thematic analysis ang mananaliksik. Ang prosesong ito ay nagsasangkot ng pagsusuri ng mga elektroniko at pisikal na dokumento upang bigyang-kahulugan ang mga ito, magkaroon ng pag-unawa sa kanilang kahulugan at bumuo batay sa impormasyong ibinibigay ng bawat datos na susuriin. Inilatag din sa pag-aaral na ito ang iba’t ibang teorya na naging sandigan upang maisakatuparan ang metodong ginamit ganoon din ang kabuuang pag-aaral. Dahil dito, natamo ng mananaliksik ang resulta ng ginawang pag-aaral kung saan, natukoy ang konseptong AIDA sa tatlumpot -siyam (39) na mga kwentong Jollibee na inisa-isa sa pamamagitan ng paglalatag sa paraang talahanayan. Makikitang ang naging interpretasyon sa isinagawang pag-aaral ay ang dulot na saya at kakaibang epekto ng mga kwentong Jollibee sa mga manonood nito, tumatangkilik ng mga produkto, at ang walang pinipiling konsyumer. Malinaw na sa sa paglalapat ng mga Konseptong AIDA sa pagpapakilala ng mga produkto ay makatutulong ng malaki upang tangkilikin ito ng mamamayan. Tulad ng pag-aaral na ito, kung saan binigyang pokus ang konseptong AIDA sa mga kwentong Jollibee. Hindi kapansin-pansin kung hindi pagtutuunan ng pansin, subalit dahil sa ilang sandigan ay nabigyan ng katuparan ang pag-aaral na ito. Makikita rin dito ang mga paksang madalas pagtuunan ng pansin sa mga kwentong Jollibee, ito ay ang mga espisyal na okasyon tulad ng; Monther’s Day, Valentines Day, Grandparents Day, at ang Christmas Day. At sa bawat kwentong Jollibee, mababakas ang makatutuhanang nagaganap sa reyalidad ng buhay sa bawat pamilyang Pilipino. Ang makamasang tema nito, at damdaming naipadarama sa bawat kwento.
Keywords: AIDA, Jollibee, marketing, kwento, social media
How to cite:
Milan, S. (2023). Ang Konseptong AIDA sa mga Kwentong Jollibee 2016-2022. International Journal of Multidisciplinary Educational Research and Innovation. 1(4), 270-290. https://doi.org/10.17613/xjn8-f189.
References:
Amazon.com: My Adventures in Marketing: The Autobiography of Philip Kotler eBook: Kotler, Philip: Kindle Store. (n.d.). https://www.amazon.com/My-Adventures-Marketing-Autobiography-Philip-ebook/dp/B0743H6NX5
Ang epekto ng pag gamit ng advertisement - term paper. (n.d.). https://www.termpaperwarehouse.com/essay-on/Ang-Epekto-Ng-Pag-Gamit-Ng-Advertisement/137114
Batara, J. B. L., Mariblanca, J. P., Kinaadman, K. M., & Go, J. A. (2018). The effect of consumer innovativeness, perceived benefits, perceived risk, and brand image in the decision to buy online. Recoletos Multidisciplinary Research Journal, 6(1), 55–63. https://doi.org/10.32871/rmrj1806.01.05
CEDadiantiTyClea. (2022, March 27). DTI renews partnership with ad council vs false advertisements. BusinessWorld Online. https://www.bworldonline.com/the-nation/2022/03/27/438451/dti-renews-partnership-with-ad-council-vs-false-advertisements/#:~:text=In%20a%20recent%20statement%2C%20the,Code%20of%20Standards%20and%20Ethics.
Contributors to Wikimedia projects. (2023, June 28). Jollibee. Wikipedia, Ang Malayang Ensiklopedya. https://tl.wikipedia.org/wiki/Jollibee#:~:text=3%20Mga%20larawan-,Kasaysayan,kauna%2Dunahang%20outlet%20ng%20Jollibee.
Jollibee Studios. (2016a, February 19). Kwentong Jollibee: Almusal (Breakfast) [Video]. YouTube. https://www.youtube.com/watch?v=KQqUhNeAPVs
Jollibee Studios. (2016b, February 19). Kwentong Jollibee: Jabee [Video]. YouTube. https://www.youtube.com/watch?v=PCTsbm9sb_Q
Jollibee Studios. (2016c, February 19). Kwentong Jollibee (Jollibee Stories) [Video]. YouTube. https://www.youtube.com/watch?v=RHK1Zm0Lz9E
Jollibee Studios. (2016d, February 19). Kwentong Jollibee: Tagpuan (Meeting Place) [Video]. YouTube. https://www.youtube.com/watch?v=ktFuvEjagGI
Jollibee Studios. (2016e, May 6). Kwentong Jollibee: Mama’s Girl [Video]. YouTube. https://www.youtube.com/watch?v=93llmRagcQs
Jollibee Studios. (2016f, June 18). Kwentong Jollibee: Entrance exam [Video]. YouTube. https://www.youtube.com/watch?v=RcMi80qKiNY
Jollibee Studios. (2016g, September 6). Kwentong Jollibee: Kahera [Video]. YouTube. https://www.youtube.com/watch?v=Uw66Da0GFPM
Jollibee Studios. (2016h, December 9). Kwentong Jollibee Christmas Special: Regalo [Video]. YouTube. https://www.youtube.com/watch?v=IjXFV0ygp-A
Jollibee Studios. (2017a, February 9). Kwentong Jollibee Valentine’s Series 2017: Vow [Video]. YouTube. https://www.youtube.com/watch?v=7kAOvTFA5rs
Jollibee Studios. (2017b, February 10). Kwentong Jollibee Valentine’s Series 2017: Date [Video]. YouTube. https://www.youtube.com/watch?v=fDHZkLeh6vw
Jollibee Studios. (2017c, May 13). Kwentong Jollibee: Parangal [Vietnamese] [Video]. YouTube. https://www.youtube.com/watch?v=flB8PtTozug
Jollibee Studios. (2017d, June 10). Kwentong Jollibee: Powers [Video]. YouTube. https://www.youtube.com/watch?v=rK7-3zCK15Y
Jollibee Studios. (2017e, September 3). Kwentong Jollibee: APO (Grandchild) [Video]. YouTube. https://www.youtube.com/watch?v=SIVSq6RTSnA
Jollibee Studios. (2017f, December 15). Kwentong Jollibee: Pamasko [Video]. YouTube. https://www.youtube.com/watch?v=j-MMiPZoxZc
Jollibee Studios. (2018a, February 1). Kwentong Jollibee Valentine’s Series 2018: Homecoming [Video]. YouTube. https://www.youtube.com/watch?v=TvT_rXGZPbM
Jollibee Studios. (2018b, February 2). Kwentong Jollibee Valentine’s Series 2018: Status [Video]. YouTube. https://www.youtube.com/watch?v=Ed8lM5l0Nbs
Jollibee Studios. (2018c, May 2). Kwentong Jollibee Mother’s Day Trilogy: Amor [Video]. YouTube. https://www.youtube.com/watch?v=8KtPv9AoVVs
Jollibee Studios. (2018d, May 5). Kwentong Jollibee Mother’s Day Trilogy: TesS [Video]. YouTube. https://www.youtube.com/watch?v=L21dVNbRXbs
Jollibee Studios. (2018e, September 5). Kwentong Jollibee: Biyahe (Journey) [Video]. YouTube. https://www.youtube.com/watch?v=q05aEY02l4M
Jollibee Studios. (2018f, December 9). Kwentong Jollibee Christmas Special: Best Friend [Video]. YouTube. https://www.youtube.com/watch?v=fOwtY10rP28
Jollibee Studios. (2019a, February 4). Kwentong Jollibee Valentine Series 2019: Proposal [Video]. YouTube. https://www.youtube.com/watch?v=7Xs1ZI538ao
Jollibee Studios. (2019b, May 3). Kwentong Jollibee Mother’s Day 2019: Schoolboy [Video]. YouTube. https://www.youtube.com/watch?v=UNDpEUCBYkk
Jollibee Studios. (2019c, June 8). Kwentong Jollibee Father’s Day Special: First Love [Video]. YouTube. https://www.youtube.com/watch?v=-NihAJHN314
Jollibee Studios. (2019d, September 3). Kwentong Jollibee Grandparents Day 2019 [Video]. YouTube. https://www.youtube.com/watch?v=J8AoJjoBlx8
Jollibee Studios. (2020a, February 1). Kwentong Jollibee Valentine Series 2020: #CoupleGoals [Video]. YouTube. https://www.youtube.com/watch?v=lUxfken4l5U
Jollibee Studios. (2020b, February 3). Kwentong Jollibee Valentine Series 2020: Space [Video]. YouTube. https://www.youtube.com/watch?v=GuMGUSUzkHE
Jollibee Studios. (2020c, February 7). Kwentong Jollibee Valentine Series 2020: Apart [Video]. YouTube. https://www.youtube.com/watch?v=hyHsDLdMZRQ
Jollibee Studios. (2020d, May 9). Mother’s Day Tribute 2020: Pasasalamat [Video]. YouTube. https://www.youtube.com/watch?v=3ejZ3qQWylo
Jollibee Studios. (2020e, June 20). Father’s Day Tribute 2020: Salamat po Tay! [Video]. YouTube. https://www.youtube.com/watch?v=ZIc6IZTWe28
Jollibee Studios. (2021a, February 4). Kwentong Jollibee Valentine Series 2021: LDR [Video]. YouTube. https://www.youtube.com/watch?v=AaYzV5tokG4
Jollibee Studios. (2021b, February 8). Kwentong Jollibee Valentine Series 2021: First Date [Video]. YouTube. https://www.youtube.com/watch?v=w9sXtUA_AXU
Jollibee Studios. (2021c, February 12). Kwentong Jollibee Valentine Series 2021: Hero [Video]. YouTube. https://www.youtube.com/watch?v=FQGq1wen9Z0
Jollibee Studios. (2021d, February 12). Kwentong Jollibee Valentine Series 2021: Hero [Video]. YouTube. https://www.youtube.com/watch?v=FQGq1wen9Z0
Jollibee Studios. (2021e, May 5). Kwentong Jollibee Mother’s Day Special: Pangako (Promise) [Video]. YouTube. https://www.youtube.com/watch?v=-GW83fOx3dY
Jollibee Studios. (2021f, June 16). Kwentong Jollibee Father’s Day: Maestro [Video]. YouTube. https://www.youtube.com/watch?v=DUNVWbGVL84
Jollibee Studios. (2022a, February 9). Kwentong Jollibee Valentine Series 2022: 600 DAYS [Video]. YouTube. https://www.youtube.com/watch?v=lSBIk1KIxwc
Jollibee Studios. (2022b, February 13). Kwentong Jollibee Valentine Series 2022: Dream Guy [Video]. YouTube. https://www.youtube.com/watch?v=kbPkrQLotWg
Jollibee Studios. (2022c, February 18). Kwentong Jollibee Valentine Series 2022: ILY [Video]. YouTube. https://www.youtube.com/watch?v=hTgRiSxH9JU
Jollibee Studios. (2022d, May 4). Kwentong Jollibee Mother’s Day Special 2022: Hinga (Breathe) [Video]. YouTube. https://www.youtube.com/watch?v=6P5clj1SXgI
Jollibee Studios. (2022e, June 18). Kwentong Jollibee Father’s Day Special 2022: Portraits [Video]. YouTube. https://www.youtube.com/watch?v=DRxsumDJItc
Kang, J., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
KULTURANG POPULAR MAJOR 9. (n.d.). Scribd. https://www.scribd.com/document/514192342/KULTURANG-POPULAR-MAJOR-9
Li, V. K., Ongpauco, P. A., & Rubante, J. T. (2022). The impact of viral marketing collateral on brand image: “#KwentongJollibee” advertisement. Journal of Business and Management Studies, 4(1), 264–272. https://doi.org/10.32996/jbms.2022.4.1.28
Mabaquiao, N. M., Jr. (2008). Ang Nanganganib na Awtonomiya ng mga Mamimili: Isang Pagsusuri sa Etika ng mga Pangnegosyo’t Pambatang Patalastas. https://ejournals.ph/article.php?id=7927
Mga diskarte sa pagbuo ng patakaran sa advertising. Pangkalahatang katangian ng advertising at layunin nito. (n.d.). https://dropt.ru/tl/basic-tools/podhody-k-razrabotke-reklamnoi-politiki-obshchaya-harakteristika/
Richards, J., & Ross, B. I. (2015). Advertising education around the world. Michigan state. https://www.academia.edu/18656583/Advertising_Education_Around_the_World
Studocu. (n.d.). Adverproj 1 - History of Advertising - Komersiyal: An Essay on the Evolution of Filipino - Studocu. https://www.studocu.com/ph/document/dominican-college-of-tarlac/business-administration/adverproj-1-history-of-advertising/35639946
Team, C. (2023, November 8). AIDA model. Corporate Finance Institute. https://corporatefinanceinstitute.com/resources/management/aida-model-marketing/
Vergara, R. a. G. (2023). Fast food love-themed ads: Brand experience in Storytelling. https://ejournals.ph/article.php?id=19535.
Writer, K. H. S. (2022, September 8). The Full Jollibee Mascot line-up — COLLECTIVE HUSTLE. COLLECTIVE HUSTLE. https://www.kollectivehustle.com/blog/the-full-jolibee-mascot-line-up
Zhang, K., Zhang, M., & Li, C. (2021). Effects of celebrity characteristics, perceived homophily, and reverence on Consumer-Celebrity Para-Social interaction and brand attitude. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.711454.