The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin

Understanding the relative effectiveness of different media for marketing communications has always been challenging. As for Amanah Saham Nasional Berhad, seminars aggressively had been done all over Malaysia; still the impact toward the number of new investors is disappointing. Recently they have o...

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Main Author:	Jamaluddin, Junainah
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2008
Subjects:	Marketing
Online Access:	http://ir.uitm.edu.my/id/eprint/19072/ http://ir.uitm.edu.my/id/eprint/19072/1/PPb_JUNAINAH%20JAMALUDDIN%20BM%2008_5.pdf

id	uitm-19072
recordtype	eprints
spelling	uitm-190722018-02-06T05:54:17Z http://ir.uitm.edu.my/id/eprint/19072/ The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin Jamaluddin, Junainah Marketing Understanding the relative effectiveness of different media for marketing communications has always been challenging. As for Amanah Saham Nasional Berhad, seminars aggressively had been done all over Malaysia; still the impact toward the number of new investors is disappointing. Recently they have organized seminars in Insititut Perguruan Perempuan Melayu (IPPM), Melaka but the results gained also quite disappointed. Thus, in this study we will examine the effectiveness of six marketing communications tools which are personal selling, advertising, sales promotions, sponsorship marketing, publicity and point-of-purchase communications by applying the Hierarchy of Effects Model that were designed by Robert J. Lavidge and Gary A. Steiner in 1961, towards IPPM. Due to low impact on the personal selling for ASB schemes towards IPPM, the researcher identified level of effectiveness of marketing communication tools that had been done factors that will make the messages sent to the audiences more efficiently. For the purpose of this study, descriptive, exploratory and causal research is applied. The researcher also applied self-administered interview to 135 respondents which gone through Stratified Sampling Technique. Moreover, data analysis, cross tabulation, correlation, hypotheses testing and regression gathered through the use of Statistical Package for the Social Science (SPSS). Finally, the finding of the results concludes that personal selling is the most influence factor to the marketing communications effectiveness, which it is correlated to four other factors which are advertising, sales promotions, sponsorship marketing and publicity. Faculty of Business and Management 2008 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/19072/1/PPb_JUNAINAH%20JAMALUDDIN%20BM%2008_5.pdf Jamaluddin, Junainah (2008) The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing
spellingShingle	Marketing Jamaluddin, Junainah The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin
description	Understanding the relative effectiveness of different media for marketing communications has always been challenging. As for Amanah Saham Nasional Berhad, seminars aggressively had been done all over Malaysia; still the impact toward the number of new investors is disappointing. Recently they have organized seminars in Insititut Perguruan Perempuan Melayu (IPPM), Melaka but the results gained also quite disappointed. Thus, in this study we will examine the effectiveness of six marketing communications tools which are personal selling, advertising, sales promotions, sponsorship marketing, publicity and point-of-purchase communications by applying the Hierarchy of Effects Model that were designed by Robert J. Lavidge and Gary A. Steiner in 1961, towards IPPM. Due to low impact on the personal selling for ASB schemes towards IPPM, the researcher identified level of effectiveness of marketing communication tools that had been done factors that will make the messages sent to the audiences more efficiently. For the purpose of this study, descriptive, exploratory and causal research is applied. The researcher also applied self-administered interview to 135 respondents which gone through Stratified Sampling Technique. Moreover, data analysis, cross tabulation, correlation, hypotheses testing and regression gathered through the use of Statistical Package for the Social Science (SPSS). Finally, the finding of the results concludes that personal selling is the most influence factor to the marketing communications effectiveness, which it is correlated to four other factors which are advertising, sales promotions, sponsorship marketing and publicity.
format	Student Project
author	Jamaluddin, Junainah
author_facet	Jamaluddin, Junainah
author_sort	Jamaluddin, Junainah
title	The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin
title_short	The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin
title_full	The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin
title_fullStr	The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin
title_full_unstemmed	The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin
title_sort	effectiveness of marketing communications tools by asnb melaka: study case at institut perguruan perempuan melayu, melaka / junainah jamaluddin
publisher	Faculty of Business and Management
publishDate	2008
url	http://ir.uitm.edu.my/id/eprint/19072/ http://ir.uitm.edu.my/id/eprint/19072/1/PPb_JUNAINAH%20JAMALUDDIN%20BM%2008_5.pdf
first_indexed	2023-09-18T23:01:47Z
last_indexed	2023-09-18T23:01:47Z
_version_	1777418221545062400

The effectiveness of marketing communications tools by ASNB Melaka: Study case at Institut Perguruan Perempuan Melayu, Melaka / Junainah Jamaluddin

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