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CHAPTER 3

RESEARCH METHODOLOGY

TITLE : : THE EFFICIENCY OF CREATIVE ADVERTISING AND
NEW MEDIA TO REBRAND TOK AYAH’S BAKERY

Athirah Binti Abd Rahim
Polteknik Ibrahim Sultan, Johor.
athirahabd@gmail.com

Nurulkusuma binti Adnan (Supervisor’s Name)
Politeknik Ibrahim Sultan, Johor.
kusumaPdP0607@gmail.com

3.0 Introduction :

Advertising is an effective and efficient method or means of mass communication in the current
era of modernization and globalization. In other words, it is one of the ways or means of

disseminating information and information to the general public about something through
various print media channels as well as mass media such as television, radio, newspapers and

others. Basically, advertising is used as a form of marketing and business strategy by a

company, manufacturer or any institution that requires coverage about a product or service they
are known to the public. In addition, advertising is not only a medium or marketing tool that

helps promote and sell a product but also build customer and consumer confidence in a
company or institution through the mass media. Apart from that, it is also used by the

government and other parties for certain purposes. Usually, advertising done by the
government aims to convey information, information, calls, advice and so on. In everyday life,

human beings can not escape the influence of advertising, especially in the mass media. This

is because advertising is one of the methods to encourage, persuade, stimulate or influence a
person's behavior. In addition, advertising can also influence a person's memory of a product

or service. This chapter reports the findings of the study based on test results and the response
given by the respondents among Polytechnic Ibrahim Sultan students. This study was analyzed

using the Google Form system. All results obtained presented in the form pie charts. The results

of the study presented in this chapter is to elaborate the answer to Efficiency of Creative
Advertising & New Media to Tok Ayah’s Bakery among Polytechnic student.

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