Exploring the effectiveness of advertising towards brand recall / Noorsyazwani Azri Zulkifli and Anisah Mohamad Razali

Zulkifli, Noorsyazwani Azri and Mohamad Razali, Anisah (2013) Exploring the effectiveness of advertising towards brand recall / Noorsyazwani Azri Zulkifli and Anisah Mohamad Razali. [Student Project] (Unpublished)

Abstract

This research was conducted to explore the marketing tool which is the Effectiveness Advertising towards Brand Recall. The population of this research was among the staff of Malaysian Agricultural Research and Development Institute (MARDI) and Radio Televisyen Malaysia (RTM) Angkasapuri. Researcher and only 150 respondents were chosen by using simple random sampling. This research will be analyzed and examined by using three major independent variables which are advertising frequency, advertising type, and product involvement. Type of analysis in this research involves Pearson correlation, and multiple regression analysis. The result found that there is a significant relationship between independent variables towards the brand recall amongst staffs in MARDI Headquarter and Radio Televisyen Malaysia (RTM).

Metadata

Item Type: Student Project
Creators:
CreatorsID Num. / Email
Zulkifli, Noorsyazwani Azri2010102579
Mohamad Razali, Anisah2011857854
Contributors:
ContributionNameID Num. / Email
Thesis advisorNaina, RozitaUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Advertising
H Social Sciences > HF Commerce > Advertising > Theory. Relation to other subjects
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) Marketing (BA240)
Item ID: 28711
Uncontrolled Keywords: Effectiveness of advertising; Brand recall; Advertising frequency; Advertising type; Product involvement
URI: http://ir.uitm.edu.my/id/eprint/28711

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