The Effectiveness Of Media Advertising In Building Up Brand Positioning Towards Household Product

Abd Rahim, Nur Eizzah (2017) The Effectiveness Of Media Advertising In Building Up Brand Positioning Towards Household Product. Project Report. UTeM, Melaka. (Submitted)

Text The Effectiveness Of Media Advertising In Building Up Brand Positioning Towards Household Product - Nur Eizzah Abd Rahim - 24 Pages.pdf - Submitted Version Download (1MB)

Abstract

The strategic brand management process starts with a clear understanding of what the brand is to represent and how it should be positioned with .respect to competitors. Brand positioning can be defined as "act of designing the company's offer and image so that it occupies a distinct and valued place in the target customer's mind, such that the potential benefit to the firm is maximized. In this study, by using integrated marketing communication (IMC), it can assist brand positioning of household product. One of integrated media communication is media advertising. Media Advertising plays crucial roles in positioning brand image in consumer mind. It is main element in marketing communication to deliver messages to target consumer mind. The aim of this study is to find out the effectiveness of media advertising in building up brand positioning towards household product. In this study, methodology to be adopted is quantity research. A survey was conducted and questionnaires were distributed to respondents. By conducting survey questionnaire in respondents, the result of findings can be analyzed and interpreted. The result shows that not all of respondent variables have significant relationship with dependent variable. Hypothesis tests were done by using the t tests, indicated that two statements cannot be supported because the result was not significant. At the end, the relationship between independent and dependent variables can be shown as y=a+bxl +cx2+dx3+ex4 whereas y is dependent variable and xl,x2,x3 and x4 are independent variables. As conclusion, by understand the effectiveness of media advertising, management can increase brand positioning of household products into customer's mind.

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