In the province of Capiz, Philippines, advertising printing shops play a fundamental role in enhancing local business visibility and fostering community engagement. The demand for printed materials, such as posters, banners, t-shirt printing, brochures, and business cards, has significantly increased with the rise of small to medium enterprises, seeking creative marketing solutions. These shops provide essential services that cater not only to business advertising but also to event promotions and personal celebrations, thereby contributing to the local economy within the locality and even the whole province. Historically, Capiz has been known for its vibrant craft and agriculture, which has led to a growing interest in marketing these local products. The integration of modern printing technology has allowed these advertising shops to offer high-quality print services at competitive prices. The ability to produce customized designs tailored to the specific needs of clients has further enhanced their appeal.  

Moreover, the addition of social media and digital platforms has encouraged the demand for printed advertising, creating a unique area for local printers to bridge the gap between traditional marketing and digital strategies. As businesses increasingly rely on comprehensive marketing approaches, the importance of advertising printing shops in Capiz continues to grow. Thus, understanding their operational dynamics, competitive strategies, and contribution to the local economy provides valuable insights into the regions evolving advertising landscape (Ads, 2021). 

For Trench, (2019) advertising printing shops face several critical challenges that impact their operations and sustainability. One of the most prominent issues was the rising operational costs. In recent years, the price of raw materials, such as inks and paper, has significantly increased, placing pressure on profit margins. This financial strain often forces shops to either raise prices or absorb costs, both of which can adversely affect their competitiveness in the market. Thompson, (2024) argued that another pressing issue is the rapid advancement of digital technologies. While being a help for many, these advancements have led to a decline in demand for traditional printed materials. Many businesses are opting for digital advertising solutions, resulting in reduced orders for printing shops. This shift forces them to pivot their services or invest in new technologies, which can be a substantial financial burden. 

According to Barbera, (2024) skill gaps among staff pose a considerable challenge. Sabharwal-Chomiuk, (2020) asserted that competition from both local and online printing services intensifies the challenges. Many larger companies can offer lower prices due to economies of scale, compelling local shops to find unique selling propositions to attract and retain customers. Digital printing is a process of printing using technologies into various media substrates. This is more accurate and cost-effective than conventional printing processes. The need for high-quality, cost-effective graphics, and environmental sustainability is anticipated to drive awareness toward this printing process. Noteworthy enhancements in print manufacturing include efficiency, with just-in-time production and a growing emphasis on management of supply chain, which reduced the wastage in the print market. Technological developments abetting digital printing guaranteed waste minimization, keeping the quality of print at par. Hence, the digital printing solutions demand is increasing in printed electronics market, increasing the emphasis on green printing and cost-effective production (Mordor Intelligence, 2024).

Ensuring the business in printing captures more market share, which necessitates knowing the common challenges of print entrepreneurs and enterprises. Whether printing business consistently meets markets basic printing needs or provides more complex printing services, it is important to consider how to attract customers to advertising printing shop. The aesthetic and eye-catching design, high refined brand images, and graphics media will help promote the printing services. Additionally, upgrading the equipment and facilities, printing shop will produce maximum quality. This will increase sales and widen the scope of the printing business, covering a large region with the help of advertising partners like online shops. To capture maximum market value, synthesis of both fine business acumen and reliable equipment is needed. Graphic design, physical publication, and the architecture and design industry will always need premium printing services. With the growing marketability and viability of the advertising printing shop in Capiz, the demand for advertising materials such as flyers, brochures, posters, and leaflets in the locality has abetted the progress of commercial printing market in the province, as well as in the Philippines. A growing digitalization across different advertising printing shops and marketing business that entails services associated to printing further fuels the market growth.  Besides, emerging trends such as automation capabilities empowered shop owners to expand production efficiency and lessen cost, thus driving the development of their new products and techniques with improved features, which are likely to spur demand over the coming years. Nonetheless, declining the popularity of print media, coupled with high capital investments, may hamper the opportunities on revenue generation for vendors. Marketing is challenging to both print shops and costumers. Using different channels and demonstrating printed materials can reinforce digital marketing. A systematic process of creating awareness and interest in a company, product, or service, causing a desire to engage buyers would help improve the marketability of the advertising shops.

With this scenario, this study led to the advertising printing shop owners and operators to help improve their services and income, and to elevate the status of their business, as well as their workers financial performance. This study aimed to describe the challenges, strategies, and opportunities of the production and marketing of the advertising printing shops in Capiz.

In order to assess the production and marketing of advertising printing shops in Capiz, this study followed a systematic data gathering procedure that ensured the reliability and relevance of the information collected. The research employed a mixed-method approach, utilizing both quantitative and qualitative data collection techniques to comprehensively address the research questions.

An official letter was sent to the Department of Trade and Industry (DTI) in Roxas City to determine the number of registered advertising printing shops in Capiz. Once the participants were identified, the researcher scheduled the administration of the questionnaire and interview. During the data collection process, the participants completed the first and second parts of the questionnaire by checking the appropriate boxes for their answers. This was followed by an in-depth interview, which constituted the third part of the process. The researcher visited various municipalities, where the advertising printing shops were located. However, some of the businesses listed by the DTI were either no longer operational, had closed during the pandemic, or were found to have a single owner with multiple registered business names. The participants, who were the business owners, were encouraged to speak freely while being guided to address the most important issues. In some cases, participants opted to write their answers directly on the interview questionnaire instead of participating in a verbal interview. A recorder was used to capture the interview responses and were later transcribed for analysis.

A structured survey questionnaire was developed and distributed to a total of 39 participants of advertising printing shop owners in Capiz. The questionnaire was designed to collect the quantitative data on the profile of shop owners, production status, income, challenges encountered, market viability, and strategies employed. The survey method was chosen for its effectiveness in collecting a large amount of data in a relatively short period and its ability to provide measurable insights.

The study used a purposive sampling technique inclusion and exclusion in terms of selecting participants who met the criteria of being current or former owners of advertising printing shops in Capiz. This method was appropriate given the specialized nature of the research topic, as it ensured that only those with relevant experience contributed to the data pool. The data collection process was conducted over a period of three months, allowing sufficient time to reach a wide range of respondents and conduct in-depth interviews. Both survey questionnaire and interview were administered in person and through electronic means, depending on the availability and preference of the participants.

The qualitative data, originally in Hiligaynon language, were transcribed and then translated into English. To address potential concerns regarding translation accuracy, a back-translation strategy, as described by Merriam and Tisdell, (2016) was employed. In this process, a bilingual individual translated the English version back into the original language to ensure its accuracy and reliability. The transcript was first prepared in Hiligaynon, translated verbatim into English, and then verified by a language expert through the back-translation method, ensuring the correctness of the translation.

Once the translation certification was obtained from the language expert, the qualitative data were returned to the participants for validation and triangulation. These two strategies were implemented by the researcher to enhance the validity and credibility of the emerging findings. The participant validation, or member checking, involved soliciting feedback from some of the interviewees about the emerging findings, ensuring that their perspectives were accurately interpreted. This is crucial to avoid any misinterpretation of participants statements or viewpoints and to identify any biases or misunderstandings the researcher may have had during data collection. In addition to participant validation, triangulation was applied to further establish the credibility of the findings. According to Patton, (2015) as cited by Merriam and Tisdell, (2016) triangulation augments the credibility and validity of qualitative research by cross-verifying data through multiple sources or methods. After completing the participant validation and triangulation, the responses were categorized and analyzed using an inductive and comparative method.

The data analysis procedure involved both quantitative and qualitative approaches. The following steps outlined from Creswell and Creswell, (2018) had the process used to analyze the collected data with the quantitative data gathered through survey questionnaire. They were analyzed using descriptive statistics to summarize the information provided by the participants. The profile of the advertising printing shop owners, production status, and the level of challenges encountered were presented using frequency, percentage, mean, and standard deviation. This method of analysis allowed for a clear presentation of trends and patterns regarding the monthly shops income, their target markets, and consumer preferences. The Statistical Package for Social Sciences (SPSS) was utilized to run the computation, ensuring the reliability and accuracy of the result. Qualitative data from the interview were analyzed through thematic analysis, which according to Braun and Clarke, (2019) is a method for identifying, analyzing, and reporting patterns (themes) within data. After the transcription and translation, the data were coded to identify emerging themes related to the challenges, strategies, and opportunities of the advertising printing shops. The coding process, according to Nowell et al. (2017) involved an inductive approach, allowing themes to emerge naturally from the data without imposing preconceived categories. The identified themes were then compared across different respondents to detect commonalities and differences, which contributed to a deeper understanding of the industrys current state and its potential for growth.

To strengthen the validity of the findings, data triangulation was employed by comparing data from multiple sources, quantitative survey results, qualitative interviews, and document analysis. This approach ensures that the results are corroborated and credible, reducing the likelihood of bias or error (Flick, 2018). Triangulation helped provide a well-rounded view of the production and marketing challenges, strategies, and opportunities in the advertising printing sector. Both comparative and inductive analyses were applied to synthesize the findings. Comparative analysis was used to examine differences between operational and non-operational printing shops, while inductive analysis helped generate conclusions based on the observed patterns from the collected data.

The result was interpreted by correlating the quantitative findings with the qualitative insights, thereby generating a more holistic picture of the challenges and opportunities faced by advertising printing shops. The analysis aimed to provide actionable recommendations for improving production efficiency and market viability in the industry. By combining statistical analysis with thematic and comparative methods, the study ensured a comprehensive examination of the production and marketing challenges faced by advertising printing shops in Capiz. The participants perspectives, according to Patton, (2015) as cited in Merriam and Tisdell, (2016) are also inherently subjective. Owners of advertising printing shops may have different interpretations of the challenges and opportunities they face depending on their personal experiences, business conditions, and goals. Therefore, the data they provide is shaped by their viewpoints, which may differ between operational and non-operational shop owners. To manage this subjectivity, the study employed triangulation and participant validation to cross-check findings, ensuring that they reflect a broader range of experiences.

To ensure the credibility and reliability of the findings, the study incorporated participant validation and back-translation techniques. By returning the findings to the participants for feedback, the researcher ensured that their interpretations accurately reflected the participants realities. Furthermore, the back-translation of interview transcripts and documents allowed for accurate representation of participants responses, reducing the potential for subjective interpretation errors.

Production Status of the Advertising Printing Shop in terms of Products and Income per Month

Table 1 presents the results of the production status of advertising printing shops in terms of products and income per month. The data revealed that 38% of the printing shops processed deliverable orders in pieces per month, followed by 36% processing orders in volumes, 23% in dozens, and 3% in other formats. With regards to order completion time, the result showed that 74% of orders were completed within one week, 23% took other durations, and 3% took two months. In terms of sourcing production materials, 56% of participants obtained materials from local wholesalers, 18% from factories, 15% from local retailers, and 8% from local establishments. Weekly orders for printing materials were the highest at 51%, followed by 38% for monthly orders, and both quarterly and other frequencies at 5%. With regards to printing processes, 41% of participants used manual or digital heat presses, 31% used sublimation printing, and 28% used silkscreen printing. This suggests a diverse range of printing methods utilized by the shops. 

The result conformed with that of Gonzalez and Garcias, (2020) that the majority of deliverable orders consisted of pieces (38%) and volumes (36%), indicating a preference for smaller, more manageable quantities. This trend suggests that advertising printing shops may cater to both individual clients and small businesses that require customized solutions. According to Pérez et al. (2021), the prevalence of local wholesalers as the primary market for printed products (59%) signifies the importance of local supply chains in sustaining these businesses. Local partnerships can foster loyalty and reliability, as suggested by studies emphasizing local sourcing for small businesses.

Table 1: Production status of the advertising printing shops in terms of products and income per month.

The data presented in the category of products and income per month for advertising printing shops in Capiz provided critical insights into the operational status of these businesses. Analyzing this data allowed the researcher to draw implications regarding the production practices, financial health, and challenges faced by these shops (see Table 2).

T-shirt printing services dominated the highest monthly income of PhP55,001.00 – and above, which encompasses several printing techniques such as digital heat press, sublimation, Direct-to-Film (DTF), vinyl cut, printable vinyl, photographic printing, and silk-screen printing, all of which catered to specific customer preferences. Each of these methods had its own market demand, quality, and durability factors, which attract different types of customers, from individuals looking for customized designs to businesses needing bulk orders for promotional or corporate wear. This was followed by tarpaulin printing primarily used for posters and billboards, generates between PhP20,001 and PhP25,000 per month, positioning it as the second highest income category. This service is popular for outdoor advertising due to the durability and visibility of tarpaulins in various weather conditions. The advertising industry often used tarpaulins for promotions, event announcements, and even political campaigns, creating a steady demand. Coming in third, the signage category, with a monthly income of PhP15,001 to PhP20,000, covered printable panaflex, panaflex with stickers, signboards, Sintra boards, acrylic build-ups, and stainless options. These are often used for permanent or semi-permanent installations, such as storefronts, office spaces, and other business properties. The focus on high-quality materials like acrylic and stainless steel adds to the durability and professional appearance of these products, making them popular for businesses looking to make a lasting impression. Banners, with a monthly income range of PhP10,001 to PhP15,000, ranked fourth in this income comparison. This category included vinyl, mesh, and streamer banners, which are widely used for temporary advertising and event promotions. Banners are particularly popular for their flexibility, affordability, and e-ase of transport, making them ideal for short-term advertising. Sticker printing, with a monthly income range of PhP5,001 to PhP10,000, had the lowest income bracket among the services listed. This category included vinyl stickers in various types, such as white, clear, perforated, frosted, and 3M reflective stickers. Stickers are generally smaller, have lower production costs, and are sold at a lower price point than larger signage options, which likely contributes to the reduced income level.

This income analysis implies that in the printing industry, products requiring specialized, durable, and versatile solutions (like t-shirt printing and tarpaulins) tend to yield higher monthly income. In contrast, products with shorter lifespans or lower price points, such as stickers and banners, generate comparatively lower monthly revenues.

The result was supported with the study of Ahmad and Yang, (2020) that the majority of t-shirt printing highest income exceeding PhP55,001 per month. This segment likely benefits from high demand due to its versatility and appeal across various demographics. This financial success may correlate with effective business strategies and market positioning. Vélez and Figueroas, (2020) asserted that tarpaulins are typically larger and require specialized printing equipment, which can make the initial investment higher but provides a significant return over time. 

Mishra, (2023) posited that stickers are highly popular for branding, labeling, and decorative purposes, but their lower price point limits the revenue potential. They are often used by businesses for labeling products, by event organizers for promotional purposes, and by individuals for personalization. The demand for signage can be attributed to its role in branding and identification. Businesses, especially new establishments, require visually appealing and durable signage to attract customers. However, the lower income range compared to tarpaulins may be due to the limited repeat business; once a sign is created, it tends to stay in place for a long time.  This trend highlights the need for advertising printing shops to continually assess and adapt their product offerings based on market demand and profitability, as shifts in consumer preferences could impact their financial stability.

Table 2: Production status of the advertising printing shops in terms of products and   income per month.

Legend:

Scale of Means Verbal Interpretation

4.21 – 5.00 Very Often

3.41 – 4.20 Often

2.61 – 3.40 Sometimes

1.81 – 2.60 Seldom

1.00 – 1.80 Almost Never

Market Viability of Advertising Printing Shops in terms of Target Market 

Table 3 shows the market viability of advertising printing shops in terms of target market. The major themes included printing services and specialized services. The result revealed that diverse printing services significantly enhanced market viability by appealing to specific client groups, including educational institutions, corporations, and individual consumers. T-shirt printing showed the leading viable in terms of target market in the advertising printing shops, with the highest percentage of 66.67%, implying the most demand services in terms of market viability. Its popularity stems from its versatility and cost-effectiveness, making it essential for event visibility and advertising across various sectors. While laser cut out engraving UV Printing acrylic signage and photoshop layout designs got the lowest percentage in printing services with 2.56%.

The result conformed to Rizomyliotis et al. (2017) that by focusing on defining the target market, employing targeted marketing strategies, and utilizing both digital and traditional advertising methods, printing shops can enhance their viability and drive sustained customer engagement.

Table 3: Market viability of advertising printing shops in terms of target market.

Market Viability of Advertising Printing Shops in terms of Consumer Preference

Table 4 presents the market viability of advertising printing shops in terms of consumer preference and product type. The result revealed major themes such as product types, service quality, cost efficiency, and customer relations. From the data, the result showed that tarpaulin printing emerged as the most requested service, representing 17.95% of total responses. This high demand for tarpaulin reflected the materials versatility and applicability for events and business purposes. This was followed by t-shirt printing and signage printing, both comprising 15.38% of responses. This event-based requirement underscored the personalized, frequently event-specific nature of this service. Document printing got 5.13%, implying as an essential but are requested at a somewhat lower in frequency and consumer preference

A recurring theme in consumer preference was the demand service quality for high-quality output. Service quality considerations were particularly emphasized in high quality with 15.38% consumer preference, as customers expected durable and clear results that do not fade over time. Fast service was also significant with 10.26% consumer preference, highlighting a consumers desire for efficiency, particularly for services like document printing, which timeliness is often essential. On-time delivery was noted in 5.13% of responses, signaling that punctuality in service completion is a factor that customers value. Affordable pricing accounted for 17.95% of responses for consumer preference, suggesting that customers were keen on balancing cost with the quality of service received in terms of cost efficiency. This preference for affordability aligned with the competitive nature of the market, which businesses seek to offer value without compromising quality. Several participants emphasized discounts for bulk orders or regular customers, indicating that price sensitivity was a factor for those seeking recurring services.

Another critical theme was the importance of good customer interaction with 10.26% under the costumer relations. This included how well staff engage with customers, accommodate their needs, and handle specific requests. A few participants also emphasized effective communication, noting that clear interaction between employees and clients improves the overall experience and satisfaction. Effective communication got the consumer preference of 5.3%. This showed that the customer relations highlighted a shift towards a service-oriented approach, which satisfaction and positive experiences were seen as crucial to customer retention. Consumers today often favor personalized, high-quality print materials that reflect their brand identity or personal style. 

The result implies that the t-shirt printing was the common demand in the advertising printing shops due to costumer preference for their needs in their activities. Printing shops can attract clients by offering personalized options for business cards, brochures, and other promotional materials.  With this, it creates a unique selling proposition that can significantly improve customer engagement and retention, enhancing viability to boost the viability of printing services in a competitive market, consider these strategies. Market research regularly evaluate consumer preference through surveys or feedback forms. Understanding trends and needs allows printing shops to adapt their services, ensuring they meet market demands. 

Ckay, (2023) conformed to the results that advertising strategies utilizing social media platforms and search engine marketing is critical. Visual content showcasing past projects on platforms like Instagram or Pinterest can inspire potential clients and demonstrate capabilities. Highlighting positive customer experiences can build credibility. Sharing testimonials on social media and websites can enhance trust and attract new clients. Content marketing creating valuable content, such as blog posts or videos discussing printing techniques and design tips, can position the shop as an industry expert. This approach not only informs potential customers but also boosts search visibility.

Table 4: Market viability of advertising printing shops in terms of consumer preference.

Strategies Employed by the Printing Industry in terms of Production and Marketability

Table 5 illustrates the strategies employed by the printing industry in terms of production and marketability, which reflect specific approaches and challenges faced by the participants. The major themes emerged were the production strategies, challenges in production, marketing strategies, and employee sustenance. One of the most prevalent production strategies observed was the adoption of digital printing technology and high-quality materials with 10.25%. This implies that digital printing is widely valued for its efficiency in producing quality prints with faster turnaround times. Participants noted that digital printing is essential for high-demand items like t-shirts and tarpaulins, which speed and customization are crucial. The increased efficiency offered by digital printing supported scalability is beneficial in competitive local markets. The use of large-format machines got 7.69%, which was also prominent in strategies to handle substantial printing demands, particularly for banners and larger advertising materials. Large-format printing had become essential for producing sizable prints efficiently, catering to commercial needs, and fulfilling rush orders. This technology not only saves time but also reduces operational costs in the long term by minimizing manual labor and reprints due to size limitations or defects. 

The industry also faced significant challenges. A common issue cited by the participants was material quality issue under challenges in production with 15.38%. Many of the participants indicated struggles with sourcing materials that meet the desired standards. The variability in material quality can compromise production, leading to increased rework rates and material wastage. To mitigate these issues, some business owners have resorted to seeking alternative suppliers, yet this solution is not always effective, especially for unique materials or inks that lack local sources. Equipment maintenance and price hikes and supply shortages, both got 10.25% production marketability. This also posed a recurrent challenge. Participants frequently mentioned that equipment downtime, especially during peak periods, disrupts workflow and impacts customer satisfaction. Participants sourcing materials locally is often unreliable, leading to increased dependency on international suppliers. The reliance on international shipments had also made these businesses vulnerable to fluctuating prices and delays. For small businesses, these factors are significant as they can lead to inflated production costs that are difficult to pass onto price-sensitive customers.

In terms of market strategies, to promote, printing businesses have primarily turned to social media promotion with the highest 12.82% frequency as a marketing platform. Platforms like Facebook and TikTok allowed these businesses to showcase their products to a broader audience, engaging customers with visuals of completed works and customer feedback.  By establishing a presence of social media, businesses can effectively reach new and existing customers, which is critical, given the competitive nature of the printing industry. Word of mouth got 7.69%, also remained an effective marketing strategy, especially in close-knit communities. Several participants emphasized the value of positive customer experiences, which can lead to recommendations that help attract new clients without the need for significant marketing expenses. Word of mouth works hand-in-hand with quality assurance, reinforcing the importance of meeting and exceeding customer expectations. Offering discounts and freebies got 5.13%, which emerged as a strategy to attract price-sensitive clients. Special promotions not only encourage immediate sales but can also foster long-term customer relationships by showing appreciation for their loyalty. Employee sustenance, in terms of flexible scheduling, family-run operations and salary adjustments all got 7.69% in production and marketability. It means to keep employees engaged and reduce operational costs during low-demand periods. Many businesses adopted skeletal schedules during the pandemic to retain employees while managing labor costs. As a strategic way to sustain operations without formal employment structures, these family-oriented businesses operated with high flexibility and often did not incur fixed wage obligations, allowing them to navigate financial fluctuations better. 

In support to the Inland Packaging, (2023) printing technologies are a wide category that includes techniques for printing text and images on various materials. Every technology has specific uses and is appropriate for a particular use application. Every printing method has distinct advantages suited for various uses, ranging from complex, high-volume designs to commercial printing in large quantities. The study of Rubie-Todd, (2023) conformed that the printing industry serves a broad spectrum of clients, each with unique demands for various products. From essential business stationery to specialized promotional items and large format prints, the diversity of products reflects the industrys adaptability and the importance of quality in meeting client expectations. Understanding these common requests can help printing companies focus their services and marketing efforts effectively.

Table 5: Strategies employed by the advertising printing shops in terms of production and marketability.

Opportunities Available for Advertising Printing Shops in terms of Production and Marketing

Table 6 summarizes the responses of the studys participants related to the key opportunities available to advertising printing shops in Capiz, showing a clear emphasis on trends, technology, and customer relations as primary factors for leveraging market opportunities. The major themes revealed were the emerging market needs, technology utilization, and customer relations.  These themes encapsulated the shop owners proactive approach to meeting the customer demands.  Additionally, frequent monitoring of the industry trends and seasonal or event-driven demands, like class openings, holidays, and election seasons, are central to identifying business opportunities. A significant 17.95% of the participants, specifically mentioned the importance of trend monitoring to stay updated, particularly focusing on popular design preferences such as t-shirt designs and document printing for students. The cyclical demand tied to seasonal demand and event-specific demand with both had 12.82%.  This result implies the importance of timing in promotional efforts. The participants also highlighted the consistent need to observe and act on peak periods to maximize revenue.  Moreover, these periods create predictable spikes in demand, which businesses can strategically offer targeted products and services to capitalize on specific market needs. Technology utilization, accounting for a combined of 30.76% of responses, was recognized as a critical enabler for business growth.  Social media platforms like Facebook, YouTube, Shopee, and Lazada served as powerful channels for advertising and customer engagement. Six participants cited social media as a valuable means to reach a larger customer base and promote their offerings. Online research and technological upgrade with 12.82% further aided in keeping up with industry developments, sourcing supplies, and understanding customer preferences. Customer relations in the loyalty and referrals got 7.69% of the participants, emphasizing the importance of leveraging modern printing technology to improve product quality and expand service capabilities. Strong customer relations were identified as essential for sustainable growth. Building customer loyalty through consistent quality and customized offerings emerged as a recurring theme. Participants also mentioned offering customized packages tailored to customer needs, which both retained existing customers and attracts new ones.  

The result implies the commitment to customer satisfaction through personalized service, prompt delivery, and quality products, which creates a loyal customer base and reduces the need for aggressive advertising. Leveraging advanced technologies is vital for driving innovation in the printing industry. Technology not only streamlines production processes but also ensures that businesses can deliver high-quality, customized products efficiently.

Conferring to Marketing, (2021) as support to the study, capitalizing on emerging market opportunities in the advertising printing industry, businesses should conduct a thorough market research, engage with customers through surveys, social media, and direct communication, identify specific niches, and develop a strong digital marketing strategy. Innovate their product offerings, adopt the latest technologies, and establish partnerships with other businesses to broaden market reach, implement sustainability practices to attract a conscientious customer base and enhance brand appeal, prioritize customer experience through excellent service, streamlined processes, and personalized offerings to build loyalty and repeat business.  This continuous learning approach not only improves service offerings but also ensures that printing shops remain competitive by adopting relevant, innovative practices.

Table 6: Opportunities available for advertising printing shops in terms of production and marketing.

The findings indicate a diverse profile of shop owners in Capiz, characterized by varying levels of experience, educational backgrounds, and business acumen, reflecting a blend of traditional and modern approaches to business management within the printing industry. It underscores the importance of tailored training and support systems to enhance the skills of owners, enabling them to navigate the evolving landscape of printing services effectively. The analysis of production status discloses that advertising printing shops in Capiz are actively engaged in producing a wide array of products. Monthly income varies significantly, with a notable percentage of owners reporting income levels that suggest a viable business operation. However, disparities in income levels highlight the need for improved marketing strategies and service diversification to enhance financial stability. The identified challenges hinder production efficiency and market competitiveness. It is essential for shop owners to develop strategies to mitigate these challenges, such as streamlining production processes and adopting cost-effective sourcing methods. The high demand for various printing services suggests that these shops can thrive by effectively targeting different market segments. The alignment of services with consumer needs, particularly in customization and quality, will be crucial for sustained growth. The significant reliance on social media and local advertising indicates that owners are adapting to modern marketing channels, which can effectively broaden their reach. Continuous innovation and responsiveness to market trends will be essential for maintaining a competitive edge. Embracing new printing technologies and sustainable practices can open new revenue streams and attract environmentally conscious consumers. These opportunities present avenues for growth and long-term sustainability within the industry.

Appreciation is extended to all who provided essential support to the researcher in this endeavor, particularly the informants/participants, Capiz State University, and Northern Iloilo State University.

The author declares no conflict of interest.