Advertising - Globalization, National Identity and Unity

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DOCTOR OF BUSINESS ADMINISTRATION

RESEARCH PROPOSAL AA901

TITLE:

ADVERTISING - GLOBALIZATION,

NATIONAL IDENTITY AND UNITY

LECTURER:

DR SITI ZALEHA SAHAK

BY:

MUHAMMAD ALI ISNAN        2017988077

INTRODUCTION[pic 2]

        Advertising and promotional communication are an important part of brand marketing strategy. They are also a significant part of the cultural experience of millions of consumers. For most people, ‘advertising’ is a general term for any promotional communication, but technical specialists differentiate between the various forms such as sales promotion, direct mail, paid for advertising on press or broadcast media, sponsorship, corporate communication and so on. These different media should not be conflated. By its very nature, advertising is a prominent feature of economic life. Advertising reaches consumers through their TV sets, radios, newspapers, magazines, mailboxes, computers and more. Not surprisingly, the associated advertising expenditures can be huge.

        Advertising has become one of the most important commercial activities in the modern competitive environment. Companies spend a large part of their budget to produce and run advertisements for promotions to communicate information about their company and products. Companies hope that consumers will purchase their products due to the advertisements, which deliver messages about a certain brand and its products. Thorson and Leavitt (1992) stated that the best prophet for purchase is advertising. Technologies progress rapidly day-by-day, contributing to the constant renewal of and changes in broadcasting forms. Among those forms, advertising media is widely used. Advertisements are useful for the representation of a commodity’s image. They also act as announcements for the corporate image and product positioning. Advertisements are a kind of persuasive communication that offers product information to every consumer via institutions in charge of production or supply. In a complete study of marketing and promotional activities, advertising usually plays the most important role. Therefore, the advertising effect has become a key issue.

        Kotler (1997) pointed out in his study that advertising appeal is the theme of an advertisement. To make the audience receive a necessary message, advertisers have to put some driving power into the message. This driving power is appeal. Every advertising appeal represents an attraction, which arouses consumers’ desires. What kind of advertising appeal design can attract consumers more easily and effectively? To highlight a commodity image, many companies invite famous stars to be their product spokespersons. It is easier for consumers to identify with celebrities. Expert spokespersons help present product differences more effectively by combining their rich professional knowledge with reasonably persuasive appeals. The right choice of advertising spokesman is a critical element in successful advertising. Does an advertising spokesperson influence consumers’ attitudes or enhance purchase intentions? Advertising attitudes reflect persuasive psychological effects and act as important indices for measuring advertising effects. Thus, advertising attitudes create a certain influential power on purchase intentions.

        However, this discussion will not focusing on product advertisement which often displayed and transmitted to viewers in influencing them to buy. The role of advertising will be discussed so that we can know the extent of their effectiveness in conveying the message of unity that is essential in forming a harmonious Malaysian nation. This discussion will be more focused on first, advertisement which promoting racial integration among people in Malaysia. Second, this paper will be discussed on the impact of globalization on national identity in Malaysia. Third, the relationship between racial integrity advertisement and economic growth in Malaysia. Advertising is an important intangible Investment and companies are increasingly willing to allocate more of their budget to this area and it will contribute to revenue and economic growth to the country.

RESEARCH OBJECTIVES

1. To examine relationship between political economy and TV advertisements in Malaysia
2.  To find out how globalization and national identity can be relate with advertisements
3. To explore the correlation between advertisements and ethnic integrations  

RESEARCH QUESTIONS

1. What are the relationship between political economy and TV advertisements in Malaysia?
2. How globalization and national identity can be related with advertisements?
3. What are the correlation between advertisements and ethnic integrations?

SIGNIFICANCE OF STUDY

        In the narrow latitude, this study can benefit the media in make a positive approach to make more advertisements about national identity and unity. In other way, it can be an advantage for public and society in create awareness about racial integration and harmony among Malaysian.

LITERATURE REVIEW

Effective advertising and its influences to the society

        Almost every one grows up in the world which is flooded with the mass media e.g. television, advertising, films, videos, billboards, magazines, movies, music, newspapers, and internet (Latif & Abideen, 2011). Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader (Katke, 2007). Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix i.e. product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision. Advertising, sales promotion and public relations are mass-communication tools available to marketers. Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach; it can influence not only the individual’s attitude, behavior, life style, exposure and in the long run, even the culture of the country (Latif and Abideen, 2011).