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CHAPTER 3

RESEARCH METHODOLOGY

TITLE : : THE EFFICIENCY OF CREATIVE ADVERTISING AND

NEW MEDIA TO 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

Keywords: advertising

Abstract : Advertising plays a very important role in today’s age of competition. Advertising
is one thing which has become a necessity for everybody in today’s day to day life, be it the
producer, the traders, or the customer. Internet was originally used as a medium of
communication and information retrieval has now begun to be actively used as an advertising
medium. The purpose of this study is to review the efficiency of Creative Advertising and New
media to Tok Ayah’s Bakery among Polytechnic student. The study was conducted at
Polytechnic Ibrahim Sultan, Johor involving 78 respondents, consisting of students from the
Department of Communication and Visual Design, Department of Mechanical Engineering,
Department of Electrical Engineering and Department of Tourism and Hospitality, Polytechnic
Ibrahim Sultan, Johor obtained through questionnaires and information uploaded on Whatsapp
and Instagram applications.

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

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