The Impact Of Jingles Advertising On Brand Awareness Towards Consumer In Melaka Food And Beverage Industry

Mohd Asri, Nurul Zafirah (2017) The Impact Of Jingles Advertising On Brand Awareness Towards Consumer In Melaka Food And Beverage Industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The increasing of brand awareness in Malaysia food and beverage industry has made organizations adopted jingles element in their advertising.Jingles advertising was the advertising that addressed the relationship between brand awareness and the impact towards customers,encourage customers to support our local food and beverage brands. This research aimed to determined the criteria of jingles advertising that influence the brand awareness in Malaysia food and beverage industry.This study had been mainly adopted from AIDA Model.Attention,interest,desire and action were the focused criteria. Quantitative data had been collected through the questionnaire that answered by target respondents.A total of 384 respondents who lived in Melaka were participated in this research by using random sampling techniques.Software Package for Social Science (SPSS) was used by researcher to analyse the collected data. The data analysis techniques that conducted in this research were descriptive analysis, pearson correlation and regression analysis to describe the variables numerically and found out the relationship between independent variables and dependent variable.The finding would contributes for consumer to encourage them support our local food and beverage brands.Besides, marketers and advertisers should include attention, interest,desire and action elements into jingles advertisements to disseminate the advertising messages.

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