The Influence Of Advertising On Consumer Purchasing Intention Of The PROTON

Mohamed, Ridhwan (2014) The Influence Of Advertising On Consumer Purchasing Intention Of The PROTON. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Advertising is a communication tools that aimed to convince the audience regardless whether they are viewers, readers or listeners. Usually advertising will makes people seeks the information, evaluation of alternatives, as well as make purchase decision. This paper investigates the relationship between independent variables which are verbal, visual and ethnocentrism. The evolution of advertisement dates back into the ancient times. Societies used symbols, and pictorial signs to attract their product users. Over centuries, these elements were used for promotion of products. In the early ages, these were handmade and were produced at limited scale for promotions. Later on, this phenomenon used and gained strength more intensively for promotional purposes. Today’s modern environment, advertisements have become one of the major sources of communicational tool between the manufacturer and the user of the products. A company cannot make dream to be a well-known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements (Hussainy et al., 2008).As the primary mission of advertiser is to reach prospective customers and influence their awareness, attitudes and buying behavior. They spend a lot of money to keep individual’s interest in their products. They need to understand what makes potential customers behave the way they would like. It also appears that advertising may have the potential to contribute to brand choice among consumers (Latif et al., 2011)

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