The role of media on enhancing advertising effectiveness

Rodjid, Wannor Ain (2023) The role of media on enhancing advertising effectiveness. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The developments in information technology are transforming every business and firm. The process of raising awareness, driving traffic, and engaging with customers and prospects using media channels is known as media marketing. Despite the present popularity of media advertising sites for marketing, this study demonstrates that advertising on media networking sites is effective. Marketing based on media advertising must adhere to new norms and principles, and each company must assess what are the best media platform for them to use as a channel to advertise their product and services. This quantitative study identified the most appropriate media channel for a company to advertise their product. The population for this study was chosen by the researcher from the three state in Malaysia such as, Melaka, Pahang, Kuala Lumpur. To finish this study, the researcher created a set of questionnaires as the research instrument for data collection. Part A contains the demographic factors, while Part B contains the variables used in this study which are social media advertising, video advertising, newspaper advertising, audio channel advertising and billboards advertising. The sample method used was stratified random sampling based on Krejcie and Morgan's table. The Statistical Package for the Social Sciences (SPSS) version 23 was used to analyze the findings. The instrument was then examined using SPSS for reliability and correlation analyses.

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