The effectiveness of advertising and promotion activities: a case study of Z.M Records, Kuching (Da Last Matazz) / Awang Suffian Awang Hussin

Z.M Records is an owner/ manager small business company recognized as a first recording company here in Sarawak especially in Kuching area. This company was established in January 2004 and this is the first company that is managed wholly by a Bumiputera group. Presently, there are signs that it is facing difficulty in managing their adverting and promotion activities in order to increase the selling of the album and enhance the popularity of their artists in our local market. This project examines the marketing problems currently faced by the company and to offer solutions and recommendations to the company. This study involves examinations ofthe effectiveness of advertising, promotions activities and analyzes the customer satisfaction toward their product.