Kwentong Jollibee: A Case Study of Jollibee Video Advertisements’ Transition from Traditional to New Platforms

Kwentong Jollibee: A Case Study of Jollibee Video Advertisements’ Transition from Traditional to New Platforms

Abstract

Tejada, M. (2018). Kwentong Jollibee: A Case Study of Jollibee Video Advertisements’ Transition from Traditional to New Platforms, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

This study aims to explain how online media platforms compare to traditional media platforms in promoting Jollibee. This study asks how Jollibee has utilized the online media platform for its video advertisements. Specifically, this study looks at how Jollibee has begun to direct its resources into generating online video advertisements, and ascertains viewership of these materials. This research used content analysis to sort Jollibee’s online video advertisements into four categories and determine the course taken by said ads. This research studies seven years worth of video advertisements in Jollibee’s YouTube channel from the very first video uploaded on September 7, 2010 until September 6, 2017. This research also explains the financial and logistical aspects of the production and distribution of these video advertisements from the perspective of Jollibee’s personnel and partner advertising agencies. The researcher concludes that, like many other brands, Jollibee uses digital platforms for the many advantages it has over traditional media, including cost efficiency, targeted demographic marketing, and immediate engagement.

Keywords: online, video advertising, Jollibee, genre analysis, formalism

View Thesis