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There are two types of media in advertising which is television commercial (TVC) and

Web. TVC is the acronym for television commercial — a form of advertising that promotes
products, services, ideas, individuals or organizations via the television medium. The

duration of TVCs greatly vary but they usually fall between 10 seconds to 3 minutes-long.
Regardless of the length of the TVC, it is important to keep in mind that the message

conveyed would have to be catchy and arresting to keep the viewers from losing interest
within the first few seconds of the TVC.

3. 0 Research Design

Mehta (2000) indicated that advertising effectiveness depends on many factors like choice of
media and consumers’ involvement with the media. Advertising effectiveness helps brands
determine if their ads are hitting the mark with their audience, and whether they’re getting the
best returns. This enables them to measure the strengths, weaknesses and ROI of specific
campaigns, so they can adjust accordingly. With more consumers taking control and blocking
ads they don’t want to see, brands must take care to ensure theirs hit the mark, with the
perfect mix of reach and relevance.

Despite it being easier for brands to pre-test their ideas before launching a full-blown
campaign, this only tells you what might work. After your strategy has played out, what
happens then? It’s during post-campaign analysis of performance that real, actionable insights
are revealed; insights with the power to supercharge future advertising strategies. Madhavi
and Rajakumar (2004) indicated that Internet advertisement effectiveness could be easily
analysed. Mehta (2000) found that Internet advertisements are less effective as users have
more control over it as compared to print advertisements.

Numberger and Schwaiger (2003) suggested that advertising effectiveness is optimum when
the Internet and print media are used together. However, apart from advertisement
effectiveness, AWR and intention also affect PURDEC (Bendixen, 1993; Siegel & Ziff-
Levine, 1990). Advertising effectiveness is one of the critical factors to analyse PI. Calder
Malthouse and Schaedel (2009) established that consumers’ engagement with media
positively affects advertising effectiveness

3.1 Data Collection Method (Questionnaire and Analysis Data)

This study has obtained 53 respondents from Ibrahim Sultan Polytechnic students, Johor.
This data collection has taken from September 30 to October 6, 2020 among students of
Ibrahim Sultan Polytechnic, Johor. According to the number of genders (73.6%) are male
students while (26.4%) are female students. In addition, in terms of the total percentage of
departments (47.2%) is from the Department of Mechanical Engineering (41.5%) are from the
Department of Design and Visual Communication while (7.5%) are from the Department of
Electrical Engineering and the rest (3.8%) are from the Department of Tourism and Hospitality.

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