Monday, July 6, 2009
Sunday, June 28, 2009
My Thesis
This thesis has been successfully published on April 2009.
The following is the abstract of my thesis.
Title: The Effectiveness of AirAsia's Advertisements Among The Undergraduates of Universiti Utara Malaysia.
Abstract
Airlines services are becoming more common among the people after the implementation of low fare promotions by AirAsia. This kind of service has led to the people nowadays willing to replace the express bus service with flights in which they perceive that taking a flight is faster and even easier than before. Generally, this phenomenon has brought to the overwhelming advertisements by the competitors and subsequently transforms advertisement into more interactive (internet advertising) as we can see now. The cluster of advertisements in this era has attracted the competitors to develop its services by introducing its brand to the potential buyers via various advertising activities. Therefore, the issue of effectiveness has emerged when all of the competitors are trying to promote its services by solely using advertising. Effective advertisement is always able to give positive effects on buying decisions and product loyalty directly. In this context, the function of an advertisement plays a crucial role in retaining, attracting or recruiting potential customers to continue using a product or service.
Data were obtained from 120 respondents who are taking the course of Media Technology (Hons) and they have given the related information for the requirements of this study and data was analyzed by using Statistical Package for the Social Science (SPSS) version Win 12. Descriptive statistics were used to describe percentages, means and standard deviation. Further analysis such as Pearson Correlation and T-Test were used to test the formulated hypotheses.
This study focuses on the effectiveness of AirAsia’s advertisement that leads to the audience’s involvement in the ad by following the research of “Audience Involvement in Advertising” from Anthony and Leavitt (1984). The characteristics of advertising are one of the variables that used to measure or determine the effectiveness of AirAsia’s advertisement. This study also intends to see whether gender is likely to show the difference in low or high involvement among them. Other than that, customer’s experience in the airline services may lead to the high involvement in advertisement has been measured by using the selected scale.
The result of this study found that the characteristics of the advertisement have a significant correlation with the effectiveness of AirAsia’s advertisement. This implies an advertisement which includes appropriate appeals may obtain the higher effectiveness performance. Meanwhile, the audience’s feelings towards the AirAsia’s advertisement have showed a significant correlation with the effectiveness of advertisement, in which positive feelings are likely to give impact on the audience’s involvement in an advertisement. This study found that majority of the respondents is obviously at the second level of audience involvement, which is “focal attention”. In other words, the audience in this level of involvement is most likely to read or pay less attention on an AirAsia’s advertisement.In addition, majority of the audience has shown that they are at the moderate level of audience involvement in Elaboration Likelihood Model (ELM). Their level of involvement shows that they have already involved themselves in AirAsia’s advertisement or searched for the information moderately. Gender factor is apparently not affecting audience’s involvement in determining effectiveness of AirAsia’s advertisement. Besides this factor, this study found that the experienced respondents are showing high involvement in AirAsia’s advertisement.
In order to compete or be dominant in this market, AirAsia needs to pay attention on its advertisement and use the most suitable approach in its advertisement so that the prospective passengers will be attracted more effectively. AirAsia’s advertiser should look at the aspect of customer’s experience that brings to the user’s involvement in its advertisement. That is because, only the experienced consumer may appear to be high involvement in an advertisement or product information. Promotions with even lower fare may be able to attract new passengers in order to allow the prospects to experience their services.
The following is the abstract of my thesis.
Title: The Effectiveness of AirAsia's Advertisements Among The Undergraduates of Universiti Utara Malaysia.
Abstract
Airlines services are becoming more common among the people after the implementation of low fare promotions by AirAsia. This kind of service has led to the people nowadays willing to replace the express bus service with flights in which they perceive that taking a flight is faster and even easier than before. Generally, this phenomenon has brought to the overwhelming advertisements by the competitors and subsequently transforms advertisement into more interactive (internet advertising) as we can see now. The cluster of advertisements in this era has attracted the competitors to develop its services by introducing its brand to the potential buyers via various advertising activities. Therefore, the issue of effectiveness has emerged when all of the competitors are trying to promote its services by solely using advertising. Effective advertisement is always able to give positive effects on buying decisions and product loyalty directly. In this context, the function of an advertisement plays a crucial role in retaining, attracting or recruiting potential customers to continue using a product or service.
Data were obtained from 120 respondents who are taking the course of Media Technology (Hons) and they have given the related information for the requirements of this study and data was analyzed by using Statistical Package for the Social Science (SPSS) version Win 12. Descriptive statistics were used to describe percentages, means and standard deviation. Further analysis such as Pearson Correlation and T-Test were used to test the formulated hypotheses.
This study focuses on the effectiveness of AirAsia’s advertisement that leads to the audience’s involvement in the ad by following the research of “Audience Involvement in Advertising” from Anthony and Leavitt (1984). The characteristics of advertising are one of the variables that used to measure or determine the effectiveness of AirAsia’s advertisement. This study also intends to see whether gender is likely to show the difference in low or high involvement among them. Other than that, customer’s experience in the airline services may lead to the high involvement in advertisement has been measured by using the selected scale.
The result of this study found that the characteristics of the advertisement have a significant correlation with the effectiveness of AirAsia’s advertisement. This implies an advertisement which includes appropriate appeals may obtain the higher effectiveness performance. Meanwhile, the audience’s feelings towards the AirAsia’s advertisement have showed a significant correlation with the effectiveness of advertisement, in which positive feelings are likely to give impact on the audience’s involvement in an advertisement. This study found that majority of the respondents is obviously at the second level of audience involvement, which is “focal attention”. In other words, the audience in this level of involvement is most likely to read or pay less attention on an AirAsia’s advertisement.In addition, majority of the audience has shown that they are at the moderate level of audience involvement in Elaboration Likelihood Model (ELM). Their level of involvement shows that they have already involved themselves in AirAsia’s advertisement or searched for the information moderately. Gender factor is apparently not affecting audience’s involvement in determining effectiveness of AirAsia’s advertisement. Besides this factor, this study found that the experienced respondents are showing high involvement in AirAsia’s advertisement.
In order to compete or be dominant in this market, AirAsia needs to pay attention on its advertisement and use the most suitable approach in its advertisement so that the prospective passengers will be attracted more effectively. AirAsia’s advertiser should look at the aspect of customer’s experience that brings to the user’s involvement in its advertisement. That is because, only the experienced consumer may appear to be high involvement in an advertisement or product information. Promotions with even lower fare may be able to attract new passengers in order to allow the prospects to experience their services.
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