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CHAPTER 3

EFFECTIVENESS OF ADVERTISING & NEW MEDIA TO USERS
AMONG POLYTECHNIC STUDENT

Nur Athirah Binti Diru
Polteknik Ibrahim Sultan, Johor.
athrahnr@gmail.com

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

Key Word: Advertising, mass media

Abstract : 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. Advertising basically used 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. Other than that, advertising also used by the government and
other parties for certain purposes. Advertising done by the government aims to convey

information, information, calls, and advice so on. In everyday life, human beings cannot 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

Introduction: The history of advertising can be traced to ancient civilizations. It became a

major force in capitalist economies in the mid-19th century, based primarily on newspapers and
magazines. In the 20th century, advertising grew rapidly with new technologies such as direct

mail, radio, television, the internet and mobile devices. In the 20th century, the media was
dominated by print, radio, and television, attracting a broad swath of the public, affording

them the opportunity to read, listen, and watch the world around them in a way that they

previously had not been able to do.

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