Abstract:
This study evaluated the effectiveness of the Municipality of Amadeo’s campaign
materials in promoting Pahimis Coffee Festival according to the perceptions of Amadeo coffee
farmers. Since Amadeo coffee farmers were the target audience of the campaign, the
researcher chose them to be the respondents.
This qualitative research employed two research instruments. First was the key
informant interview with the Amadeo Tourism Officer. The questions were based on the decision
components stated by Stern and El-Ansary’s in-system of marketing communications (Fill,
1995). On the other hand, the second instrument was focus group discussions with Amadeo
coffee farmers. Three groups were given four campaign materials to evaluate before the
discussion started. FGD questionnaire was based on the criteria for effectiveness of campaign
materials (Buendia, 2002).
Qualitative method of analysis was used in this study. Data gathered from the interview
was related to the specific problems of the study. On the other hand, focus group discussion
results were analyzed using the criteria for effectiveness of campaign materials.
The key informant identified the decision components in planning the campaign. The
current state of Amadeo’s coffee industry made them decide to launch Pahimis Festival. Their
objective is to revive the coffee industry through festivity. Coffee farmers were the target
audience of the campaign since they are directly affected with what would happen in the coffee
industry.
Result of the focus group discussion showed that based on the seven cs of effective
communication (Murphy, 1997), the campaign was effective. However, the problem that the
coffee farmers identified was the use of English language as the medium.
Based on the seven cs of effective communication, the researcher found the evaluation
was effective. It reached most of the target audience and made them participate in the festival,
but then, some of them had a hard time understanding the message of the campaign. The use
of English language as the medium was the problem that emerged throughout the discussion.
The use of English language affected the comprehension of the readers.
