HomeFEU Communication Journalvol. 6 no. 1 (2010)

Attitudes toward Information and Communications Technology and its Usage: An Analysis of the Philippine Advertising Industry

Bernardita Gwynne P. Bondoc

Discipline: Mass Communication, Advertising



Through user-friendly tools or platforms, the Internet has enabled the growth and development of various industries. Advertising is one of those industries.

Using a descriptive research design, the paper illustrates the attitudes toward information and communications technology and its usage as a tool for advertising. Respondents were members of the Association of Accredited Advertising Agencies-Philippines. A total of 60 users and 20 managers at senior and upper levels were interviewed face-to-face using structured questionnaires. Findings show what the Philippine advertising industry considers as ICT, from both a user and management perspective.

The study likewise uses Joseph Dominick’s Internet Mass Communication Model, which states that both individuals and organizations are now linked together through a computer-mediated environment. This makes interaction and feedback much easier and content creation shared by and between organizations and individuals.