The Impact of Adverstising Towards Society

THE IMPACT OF ADVERTISING TOWARDS SOCIETY

1. CHAPTER 1

1.1. Background of study

Advertising is one of the ways to promote about some of the product. It is also appear in media no matter on printed media or on broadcast media.

The advertising is also is the conventional ways to analyze the consumer needed and it is the part of information about the product and it will drive the people to make the choice about some of the product. (Domzal & Kernan, 1992)

Other than that, it is important to customer to know about the product that can they buy and it is also give the impact of the achievement of the product and somehow, customer is not looking for the brand only but they also keep on eye about the quality of the product.

According to Domzal & Kernan (1992) , the customer must identified and interpreted the dominant sign of advertising and it is also established the structure dimensions that represented by the signs. The example of this statement is advertising is the one distillation of the product and it is also one of the conventional way to promote the product.

So, the entire product that wants to advertise must have their good characteristic and it can manipulate the thinking of the customer because has the good advertising about of the product.

1.2. Problem Statement

Nowadays, the problem that occurs in our society is some of product customer is not believed the advertising or commercial yet. It is because the product customer feel that the advertising is tell untruth to them. So, after this condition, it will be effected their loyalty about the product.

According to Kirmani and Wright (1989), the advertisement should be role and indirectly link to brand loyalty. It is also about how the advertising affect customer perception is more than brand loyalty. This is not appearing to be about simultaneous comparison of the product and the relative of the image to gain the perceived quality and constructive effects of advertising and brand loyalty.

So, it will appear to be the effect of the advertising to and it will give the big impact to the society.

1.3. Research Objectives

1.3.1. Research Objective 1

* To identify what is the impact of the advertising.

1.3.2. Research Objective 2

* To determine how the advertising give the biggest impact to the society

1.3.3. Research Objective 3

* To study the reason why advertising on media give the impact and the influence of this advertising to the society especially teenagers.

1.4. Research Questions

1.4.1. Research Question

* What is the impact of advertising?

1.4.2. Research Question

* Why does the advertising give the biggest impact to the society?

1.4.3. Research Question

* What are the reasons that would the advertisement on media give the impact and influence the society including teenagers?

1.5. Scope and Rationale

This study will be focus on the impact of advertising in our society and the way why the society can be influence about some product in the some advertisement.

1.6. Significance of The Study

1.6.1 Policy

According to Ministry of Information, Communication and Culture (1972), the law about advertising in Malaysia was introduced in 1972 and streamlined again in 1990. The list of this law is:

1. The advertisement must follow the law of Malaysia

2. The advertisement must help to increase the economy of industry and local service in Malaysia.

3. The advertisement must have the mirror of multi racial in Malaysia and culture also not touch the sensitivity of race in Malaysia.

4. The advertisement must have the value of good life, good attitude and to provide the good spirit in every Malaysian

1.6.2 Practice

This finding is credible for the researcher to make the sample of the research and it will be one of the practices for the advertiser to be the references. Other than that, the government will make the law of the advertising at Malaysia as their guidance and enforces the law if the advertisers break the law of advertising in Malaysia.

The media also must filter all of the advertising that wants to publish in their publication. It is because to avoid the law enforce for them if break the law of the advertising.

1.7. Theory Development

According to Agrawal (1996), advertising is the defensive used to build loyalty and it will help to retaining the loyal customer. The stronger brand will beat up the weaker brand because the impact of that advertising is to face only the little threat from weaker brand. So, it will dominance the loyalty of the products.

2. CHAPTER 2

2.1. Define Topic

2.1.1. What is 'Research Framework'

Research framework it is a good for the researchers to fully utilize in order to build relevant research activities. There are four categories of output design of science; constructs, models, methods and instantiations. (March & Smith, 2000)

According to Marc & Smith (2000), research framework are categorized into two distinct species, these are coined with the termed as 'Natural Science' and 'Design Science'.

Design science is concerned with "devising artifacts to attain goals". Design science attempts to create things