A study on the effectiveness of Proton media advertising / Mai Hajarlina Abdul Rahim Halili

The growth of Malaysian economic after the economic crisis in October 1997 has been reflected by the various opportunities and potentials in automotive industry.
At the same time, competition becomes more intensive among automotive industries in the market, as more and different brands, class and others automobiles come into the market in order to maintain the customers' loyalty.
Consumer is the one who use or consume the product that advertised in the market. As we know, product can be defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
Advertising is the one of most important element in promoting the Proton product. Advertising can be defined as any form of paid nonpersonal communication in which the sponsor is identified. The advertisement that wants to be promoted must be attractive to the customer.
The study tries to analyze and identify the effectiveness of advertising used by Proton in its effort to sustain the customer loyalty. At the same time, it also tries to analyze the performance and the effective of the Proton's advertising by looking how the advertising can inform, attract, persuade and remind the customer towards Proton product.