The Impact of Media Advertising on Proton Sales

摘要

Advertising is one of the most popular kinds of marketing strategies. Companies can apply media advertising to promote product to their customers. Media advertising is usually through three different types of media such as TV, Internet and print. This paper concentrates on the impact of media advertising on proton sales. Also other researches on the effect of media advertising on people and different type of products will be studied. The main objective of this research is to investigate that if the media advertising have a significant impact on proton sales and to find out which type of media advertising is the most effective in proton sales. The method of this research is quantitative and data which used is primary data. Data were collected by distributing questionnaires among three hundred eighty two proton consumers in Malaysia. The scope of this research is a proton customer service centre in the Klang-valley area. The data set includes all types of media advertising as a short term investment in Proton Company. The result of this research shows that customers are more influenced by online advertising followed by television advertising and print advertising. However, this research investigates that all three types of media advertising have a significant impact on proton sales. The findings proposed some significant of implications which may support advertisers to produce enhanced local ads and offers some explanations to apply media advertising efficiently.