A study on the effectiveness of advertising by Binaraya PKINK Sdn Bhd / Azliza Yaacob

This is a study on the advertisements practiced by BINARAYA PKINK Sdn. Bhd. (BINARAYA), by which the main objective is to determine the effectiveness of these advertisements and in the end, to come out with possible suggestions as to overcome problems faced during the process of advertising. As far as marketing is concerned, BINARAYA stresses more on direct personal selling to reach the niche of its potential buyers; however the good-old traditional methods of advertising such as the billboards, brochures, radio commercials, etc are still practiced as well.
In doing so, this is without having to face problems. Interviews with the corporation’s members of staff and also buyers, backed with data from primary resources, reveals that:
•there are insufficient promotions to attract potential buyers
•the corporation is too dependent on personal selling
•there is no allocation of specific budget for the promotional purposes.
•the promotion and the marketing plan and strategies are done on a ad-hoc basis
•lack of management support.
Apart from determining the effectiveness of the ads, the purpose of this research is also to come out with suggestions and recommendations to overcome the setbacks. The findings show that the corporate should not be too dependent on personal selling. There must be a good and strong support from the management. Such support is reflected via specific