Synthesis

The review of local literature by Roberto Medina emphasized a great advantage of using newspaper as

an effective advaertising tool. Accdg to him, newspaper advertisement can have the ability to reach

those consumers who live in urban areas. Unlike the other type of media, a lot of advertising information

can be accommodated in a small newspaper advertising space. This is related to the study because it

gives the researchers an idea on the advantage of newspaper advertisement.

The review of local literature by Gregorio Miranda is related to the study because it connotes the

advantages of newspapers. According to Miranda, newpaper readers are usually a buying frame of mind

because of the frequency of issue in which the advertisers can hitch his adverstising to the news

headlines of the day as they appear in the newspaper. It also informed the researchers on how

advertises position their advertisement in the newspaper that may attract attention of the consumer.

The review of foreign literature by George and Miguel Belch is related to the study because they

enumerated the type of newspaper that can be valuable to advertisers and the classifications of

newspapers advertising which are display and classified. It is related to the study because it informed the

researchers on what are the types of newspaper that most consumers are preferred to buy. They also

stated the characteristic that make the newspapers exist until now. Those characteristics can serve as a

basis of the researcher on how the newpapers compete in this hi-tech world.

In the review of foreign literature by Richard and Bruce Buskirk, they mentioned that newspaper

advertisement provides an excellent alternative to direct mail. Accdg to them, newspaper are usually

oriented toward the ultimate consumer. They suggested that newspaper should go right specific target

market and are well read. This is related to the study because it informed the researchers that

newspaper ad can stil have the capacity to compete the new environment.
The researchers concur with Michael Etzel who stated that newspapers are flexible and timely. Unlike to

the other type of media like television and radio, newspapers are not limited because its pages can be

added and dropped. Etzel emphasized that newspapares provide very intense coverage of a local market

because most people read them.