Full Advert Is NG

BPMM 3203 ADVERTISING MANAGEMENT A161
Table of Contents
1.0 COMPANY BACKGROUND........................................................................3
2.0 INDUSTRY INFORMATION........................................................................3
3.0 DESCRIPTION OF COMPANYS PRODUCT....................................................4
3.1 Product Classification..........................................................................4
3.2 Market Positioning...............................................................................4
3.3 Market Share......................................................................................5
3.4 Target Market.....................................................................................5
3.5 Advertising Strategies..........................................................................6
4.0 MARKETING OBJECTIVE.........................................................................7
5.0 MARKETING MIX...................................................................................7
5.1 Product............................................................................................7
5.2 Price................................................................................................8
5.3 Distribution.......................................................................................8
5.4 Promotion.........................................................................................9
6.0 ADVERTISING OBJECTIVES....................................................................10
6.1 Advertising Objectives........................................................................10
6.2 Quantified Expression of Objectives.......................................................11
7.0 ADVERTISING STRATEGY......................................................................12
7.1 Product Concept...............................................................................12
7.1.1 Product / market positioning............................................................13
7.1.2 Product Differentiation...................................................................13
7.1.3 Current life cycle stage...................................................................14
7.1.5 Packaging..................................................................................15
7.2
Target Audience............................................................................16
7.2.1 Relationship of Target Audience to Target Market...................................16

7.2.2 Benefit Sought/Advertising Appeals...................................................17
7.2.3 Demographics.............................................................................17
7.2.4 Psychographics...........................................................................18
7.2.5 Behavioristics.............................................................................18
7.3
Communication Media.....................................................................19
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7.3.2 Media........................................................................................19
7.4
Advertising Message......................................................................21
7.4.1 Copy Elements............................................................................21

7.4.2 Art Elements...............................................................................23
8.0 THE ADVERTISING BUDGET...................................................................32
8.1 Television Advertising.........................................................................32
8.2 Digital media Social media.................................................................32
8.3 Print Media......................................................................................33
8.3.1 Magazine....................................................................................33
8.3.2 Banner......................................................................................34
9.0 TESTING AND EVALUATION....................................................................35
9.1 Pretesting.......................................................................................35
9.2 Post-testing.....................................................................................36
10.0 REFERENCE.....................................................................................38
11.0 APPENDIX........................................................................................39
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1.0 COMPANY BACKGROUND

Premium Premium Crunchy Banana previously called as Crunchy Banana which was owned by
spouse which is the founder is Puan Mastura Binti Ibrahim or can called her as Kak Mas. She is 26 years
old and married with Mr. Mohd Amirul Nazari Bin Abdullah. They have two kids which is Nur Aleesya AzZahra, two years 10 month and Habib Zayyan Azzafran 1 year 4 month. Crunchy Banana is fully owned
by Bumiputera and totally homemade product. The product name Crunchy Banana because of the
product made of pisang nangka its so crunchy and tasty. Crunchy Banana was operated at Mastura
Niaga, No 43 Jalan Hijau 1/7, Blok 26 Bandar Tasik Puteri, 48020 Rawang Selangor. Kak Mas do the
process of making Crunchy Banana at her house with her husband Mr. Amirul.
Actually, they have started business at 9th November 2011, Kak Mas have company name
Mastura Niaga. At that time they have 30 retails outlet and have business networking banana chip using
Mastura Niaga. At that time, this network only focused more in northern part in Malaysia which is Kedah
and Perlis. The product of Crunchy Banana was start operated on November 2015 and now, Crunchy
Banana have been 1 year in market and already have their own regular customers. Crunchy Banana
have over 70 people of distributor in Malaysia. According to the owner, they have four staffs. The job
scope of the staff is process the raw material pisang nangka, process of frying the raw material and lastly
packaging.
Kak Mas started join a lot of seminar in business and workshop in business under MARA. When
they had the opportunity to present their first idea of business which is want to commercialise the banana
chip and upgrade it with put on some flavour. They get no so good perception about this product and
many people say that this product wont be long in the market. But, what others think and talk about
Crunchy Banana, they dont care they keep move forward and do some research about this business.
They want to prove to everybody that have talk bad about Crunchy Banana. And now, they really prove
that they can succeed.
2.0 INDUSTRY INFORMATION

Type of business that has been runs by Kak Mas and her husband is under Food and Beverage
(F&B) Industry. This type of business is nowadays trend in todays world. While the F and B Industry is an
evolving industry, the recent food trends are more on fast and snack food. The more people face time
problem they can choose Crunchy Banana to make as snack. Moreover, every consumer had different
behaviour, attitudes and usage motivators towards the snack. Therefore, the owner produces 7 type of
different flavour of Crunchy Banana. This product doesnt have absence of unhealthy food. To maintain a
competitive edge in the F&B market, the owner keep upgrade their design and packaging.
Crunchy Banana is a snack that whole family can taste it. The main ingredient of Crunchy
Banana in pisang nangka , salt, oil and some flavour allowed. The owner wants to focus in snack
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industry because nowadays people trend keep changing through the era of the world. The demand is very
high almost over 1000 boxes per week the order. Now the product named changed to Premium Crunchy
Banana for brand awareness purpose. The product was highly using online selling and now Premium
Crunchy Banana can grab at Azylia Collection Perlis, A&K Resources Perlis, High bridge Coffee & Sweets
Caf Perlis and Bigtastea at Meru Ipoh.
3.0 DESCRIPTION OF COMPANYS PRODUCT

3.1 Product Classification
For this product, the owner create some tasteful and delicious flavour that can fit to everyone taste.
Premium Crunchy Banana have 7 different flavour which is using the premium quality of the ingredient.
1.
2.
3.
4.
5.
6.
7.
Chocolate
Curry cheese
White chocolate
Peanut butter
Nestum chocolate
White chocolate with oreo
Peanut with nuts
All of this flavour have high demand and also the quality is the best. The owner use the best quality of
the ingredient and the range of price is from RM12 RM15 only. Its very affordable price. The packaging
also very convenience because can bring it everywhere we want. We can also enjoyed this Premium
Crunchy Banana everywhere and everytime we wanted to. Premium Crunchy Banana was packaging in
the hard bottle and very neat and proper packaging. The weight of the one bottle is 250gram. Premium
Crunchy Banana can last for 3 month.
3.2 Market Positioning
A well-positioned company will beat the competition that has a comparable offering. The company
that clearly articulates what it does, why it's relevant and how it's different helps customers make better
and faster buying decisions.
Good product positioning strategy requires looking both internally and externally. First, Premium
Crunchy Banana positioned their product with the tagline terasa di mulut melekat di hati. The owner
offerd the most unique flavour apart from the competitor. The tagline was very good because, once
customer had taste the Premium Crunchy Banana it will continues repeat purchase again. The packaging
and the logo of the Premium Crunchy Banana also make the customer attract because of the combination
of the color and the graphic used.
For the pricing aspect, owner used the lowest pricing strategies because want to keep the low price
but high quality of the product. This product is for everybody can enjoy with RM12 RM15 it make sense
that all of people can buy and enjoy Premium Crunchy Banana. The price is different follow the what
flavour.
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1.
2.
3.
4.
5.
6.
7.
Chocolate
Curry cheese
White chocolate
Peanut butter
Nestum chocolate
White chocolate with oreo
Peanut with nuts
RM12.00
RM12.00
RM12.00
RM12.00
RM15.00
RM15.00
RM15.00
There was slight different price because, the ingredient using was so high quality and more than one
flavour mixed up so, in make sense the price high a little bit.
3.3 Market Share
Market share is a measure of the consumers' preference for a product over other similar
products. A higher market share usually means greater sales, lesser effort to sell more and a strong
barrier to entry for other competitors. A higher market share also means that if the market expands, the
leader gains more than the others.
Market share also moved up Premium Crunchy Banana in market took over as the top online
selling flavoured chips. After all the tagline Terasa di Mulut Melekat di Hati come with the attraction of
the customer to purchase it. A key component to what Premium Crunchy Banana keeps intact is the
ability to stay new and innovative as well as introducing new flavour in future.
3.4 Target Market
A target market is a group of customers a business has decided to aim its marketing efforts and
ultimately its merchandise towards. A well-defined target market the first element of a marketing strategy.
Much like the target markets, target consumers have a large impact on a company's marketing and
advertising plans. When companies design campaigns with messages to be conveyed in advertisements,
they compose them specifically around the target consumer attributes. It is important to understand your
target consumer, and the following criteria can act as a guide. Premium Crunchy Banana has the ability to
be preferred by the customer, contains an attribute customers desire, the target consumer has buying
power and can provide Premium Crunchy Banana with sales and profits and the target consumer has an
unmet desire that the product.
Premium Crunchy Banana target market for their business is family, students and events. Those
with families can purchase and enjoyed with family during weekend and during tea time. For wedding
event also can used this Premium Crunchy Banana as their goodies to the guests. From this, all people
can know about the existence of the Premium Crunchy Banana. The price also very lowest compare to
the other snack in the market, so student also can afford to purchase this product. moreover, this snack is
more healthy compare to others.
3.5 Advertising Strategies
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them. Advertising is a means of communication with the users of a product
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or service. Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK. Advertising is
always present, though people may not be aware of it. In today's world, advertising uses every possible
media to get its message through. It does this via television, print (newspapers, magazines, journals and
soon), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes,
events, colors, sounds, visuals and even people (endorsements).
Firstly, advertising that Premium Crunchy Banana made to advertise their service is banner. This
baner will attract more people because have the unique of graphic and the colour is nice. The owner
providing the distributor the banner to hanging in front of house or where the distributor wants.
Internet marketing, or online marketing, refers to advertising and marketing efforts that use the
Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or
emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional
types of advertising such as radio, television, newspapers and magazines.
Internet marketing that Premium Crunchy Banana have established in is Facebook page.
Facebook was created by the owner of this company to advertise their product. in the Premium Crunchy
Banana Page the owner keep updating the feedback of the product and there also have the data of the
company.
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4.0 MARKETING OBJECTIVE
The objective of the Premium Crunchy is want to dealing with a more efficient and professional to
the customer. The control of all affairs in accordance with company procedures and business ethics
through the cultivation of moral values among suppliers and customers. The owner want providing quality
services by implementing various types of effective marketing techniques to achieve maximum customer
satisfaction. In addition, they want always be alert and ready for any changes that happen to the quality of
service improved from time to time. Consistent in addressing the problem of reservation and purchase
supplies for the delivery of the product can be channelled directly to the customer immediately. Creating
the most important business opportunity for others continue to thrive and succeed.
5.0 MARKETING MIX

5.1 Product
According to Kotler and Armstrong (2012) stated that product is defines as goods and services
combination that company offer to the target market. For the Premium Crunchy Banana, there are various
types of crunchy banana such as white chocolate, peanut and cheese curry but their main product is
chocolate flavored crunchy banana. At the beginning they start the business; they sell only chocolate
taste of crunchy banana, but in the time being as the demands for various flavor of crunchy banana
makes them to do innovation of their product. The owner uses the recipes that she knows and learns from
her mother in law. This crunchy banana is different from the others snacks that sell by competitors
because this crunchy banana is highlighted the unique taste that still remain until now. Even the Premium
Crunchy Banana started with many flavors in the past few edition, there are introducing new flavors such
as Nestum chocolate, peanut with nuts and white chocolate with Oreo in new edition. The following
figures show the old and new product.
5.2 Price
Price is defined as the money that customers pay for the products or services that they buy. The
price for the Premium Crunchy Banana is according to the flavors for per pack/250g. The Premium
Crunchy Banana set their price almost nearly to the market price to sustain its current customers and
obtain the new customers. Other than that Premium Crunchy Banana also sets their prices as affordable
and meaningful. They also set RM 8 for postage order for 1 unit and RM 11 for 2 units and above as
promotional price. The new prices also set for the new flavors according to units/grams. The following
table shows the price set for each flavor of Premium Crunchy Banana.
FLAVOURS
PRICE (RM)
Chocolate
White Chocolate
12
12
POSTAGE
(RM)
+8 for 1 unit
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PRICE
QUANTITY(UNIT/g)
1 unit/ 250 g

Peanut Butter
Cheese Curry
Nestum Chocolate
Peanut with Nuts
White Chocolate with Oreo
12
12
15
15
15
+11 for 2 units & above
5.3 Distribution
Kotler and Armstrong stated that place is company activities that make the product available to
target consumers. Premium Crunch Banana distributes their products to many places beyond Selangor.
Premium Crunchy Banana is changing strides in expanding the business in the producing of crunchy
banana. Products available in the kiosks are also provided heat to meet fans who want a fresh crunchy
banana from the pan and quality assured. Among the kiosks that can be found almost at all supermarket
around Malaysia, such as Giant and Tesco. The availability of Premium Crunchy Bananas product make
the customer easy to get their product and keep buying because it easy to have it. They also selling their
product through the agent and also at branches they had around this country.They also distribute the
product through post like the customer can request the order from anywhere and anytime around the
Malaysia only. Here is some of the place list that have distributed and going to distribute by Premium
Crunchy Banana:
* Tesco Damansara Utama
* The Mines Shopping Fair
* Tesco Extra Seremban
* Azylia Collection Perlis
* Giant Senawang
* Jusco Melaka
* A&K Resources Perlis
* Giant Tampin
* Jusco Tebrau City
* Larkin Perdana (Bengkel)
* Giant Plentong
* Tesco Masai
* High bridge Coffee & Sweets Caf Perlis
* Tesco Taiping, Perak
* Bigtastea at Meru Ipoh
* Tesco Station 18, Ulu Kinta
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* Tesco Seberang Prai
* Tesco Mergong, Alor Star
* Boon Lay Shopping Centre
* Giant-Imm Building
* Bendemeer
5.4 Promotion
Kotler and Armstrong (2012) stated that promotion refer to activities that communicate the merits
of the products and persuade target customers to buy it. For Premium Crunchy Banana, they use
traditional promotion and social media as their main promotion tool. They think that traditional promotion
is the most powerful tools to promote their product. They use banner, flyers (distributed to house to
house), and also they advertise the poster at all kiosk they had. As this method being used, Premium
Crunchy Banana could reach their target customer widely. Other than that, Premium Crunchy Banana
also uses word of mouth method to promote their product. For the social media they use Blogspot as their
page to promote their product and give the information to customers. They also advertise the commercial
at national television such as TV9, TV1 and TV3. The magazine also is the platform to advertise about
Premium Crunchy Bananas product. Now they have use the modern promotion tools like Facebook,
Instgram, Whatsapp and Telegram. They share photos and post through Facebook and Instagram to get
the view point of potential customers and existing customers. They can receive orders through Whatapps
and Telegram nowadays.
6.0 ADVERTISING OBJECTIVES

6.1 Advertising Objectives
Advertising objectives would be defined after identifying situation analysis in advertising plan.
Advertising is very crucial to improve and serve the communities in some way. The company will face the
failure if the advertising objective is fail. There are several advertising objective for Premium Crunchy
Bananas product as mentioned below:
I.
Notify the message about Premium Crunchy Banana product, crunchy banana
The customers have their right to know the about the product that they will purchase
especially Premium Crunchy Banana product because this types of product are too much in the
market from different company. So by advertising can make the customers know about the
features, types and flavours of Premium Crunchy Banana product offer by company. Besides that,
advertising help the company to inform the customers about their price and quantity of the
crunchy banana that they provide.
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II.
Retell about the specific product

Generally, the customers who purchase the crunchy banana can be the loyal customer
but not all the customer will be. Some customers will not repurchase because sometimes they will
forget about the brand of crunchy banana. This will happen due to the lack of advertising by the
company. Hence, brief messages in advertising designed in order to keep a product in the mind
of the customer once the product is already familiar. In order to position the product in the
customers mind, they can give sample or tester for the customers to taste the crunchy in food
festival, EXPO and other event.
III.
Increase sales and profits

As mention above, advertising can be used to inform and remind customers about
Premium Crunchy Banana crunchy banana. This can increase awareness of customers and
remind them about the taste of crunchy. By advertising and tester given to the customers, they
will purchase the crunchy banana because they are familiar with it due to the advertising.
Therefore, the sales and profits can be increased indirectly from the purchasing because the
volumes of sales have increased.
6.2 Quantified Expression of Objectives
A quantitative objective is a specific goal determined by statistical data. Premium Crunchy
Banana have set the quantify goals in terms of increase sales, develop a social media plan, introduce a
new product and increase customer retention and satisfaction.
I.
Increase sales
The Premium Crunchy Banana set the goal to increase the sales in one year. For more
specific, they set to increase sales by 20% in 2017.Even the business is going slow for a period
of time but they still want to boost up their revenue by next year. So to achieve the aim, they plan
to increase the distribution all around the Malaysia by this year. Moreover, they promote their
products by giving flyers, providing posters and using social media to reach more customers as
well.
II.
Develop a social media plan

As mentioned in promotion mix, the Premium Crunchy Banana set the objectives to
create a strong social media presence by building and maintaining the Instagram presence,
creating the Facebook page and establishing the Whatsapps app. It can then decide how many
connections, fans or followers they'd like to have by a specific date, making measuring this
objective a snap .For example, since they have lack number of likes such as 1,948 Total Page
Likes in their Facebook page, their aim to reach 5000 likes in 2017.They also set goals to get 10
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% more followers in Instagram as well. So as an initiative, they tried to share more pictures,
details, and videos in social media in order to get positive reviews from the customers within one
year.
III.
Introduce new products

The objective of introducing new products such as Nestum chocolate, peanut with nuts
and white chocolate with Oreo are fairly simple to quantify, despite being one of the more
ambitious Premium Crunchy Bananas goals. The marketing methods will have to reach the
number of benchmarks in order to bring the new products to the marketplace in the
predetermined time frame. For example, Premium Crunchy Bananas aim to position their brand
name in customers mind so even they have introduced the old flavors , they still want to produce
new products in order to create brand awareness. This is because the old products are in
maturity phase already and the turnover become 10% less compared to last year so by
introducing new products they still can stay in the market among others and will get 20% more
sales in 2017 .
IV.
Increase customer retention and satisfaction

Premium Crunchy Banana set the objective to get more customers happy with the
product and retaining with them forever in 2017. Now, the numbers of customers are quite better
than last year but they still want to increase about 10% by next year. For achieving the goals, they
have giving a quality service, proper details about products, and quick response to customers in
order to satisfy the customer. Premium Crunchy Banana can get know the feedback of customer
by giving questionnaires. After reviewing returned surveys, it easily be able to measure customer
satisfaction, and the success of any other strategies employed to boost retention are easily
identifiable simply by looking at the database or sales figures.
7.0 ADVERTISING STRATEGY

7.1 Product Concept
A product represents "the heart of an organization's marketing program". Without a product, there
were no price, design, target market, marketing mix, promotion strategy etc. - simply, there was no
business.
Premium Crunchy Banana products can be defined as convenience products because there are
relatively inexpensive and limited shopping effort has to be invested. Among the snacks industry though,
Premium Crunchy Banana can be viewed as a specialty product because compared to other snacks
brand, Premium Crunchy Banana brand name, image and quality of service are key components in the
company outlook. Also, the price range of the snacks makes it come off as high quality or a luxury.
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The snacks company has a high product mix, beside a major variety of snacks. For Premium
Crunchy Banana, they offers different kinds of flavor for the banana snacks its like Chocolate, Nestum
Chocolate, Cheese Curry, White Chocolate, Peanut Butter, Peanut with Nuts and white Chocolate with
Oreo. They have been constantly expanding the product lines by developing plenty of new flavors of
products.
Premium Crunchy Banana is a convenience product, the most profitable product line are flavored
banana snacks and they are available to almost everyone almost everywhere, from university to work
place, convenience stores and also online shop, customers have to put literally close to zero shopping
effort in order to purchase a Premium Crunchy Banana snacks.
Premium Crunchy Banana product line has a depth to it, this is another advantage they has
because a consumer has a variety of flavor of banana snacks to choose from, so even if individuals want
to change their banana snacks they can still purchase one from the products with different flavor. As well
as a variety of banana snacks to choose from the company provides the same snacks, individuals can
choose between flavor, different sizes of plastic bottles which is more compact to other, the bottles still
have the shape uniqueness that has made Premium Crunchy Banana bottles known by every eye.
Premium Crunchy Banana does research and stays in touch with what consumers want, with this
research the product line extensions of Premium Crunchy Banana grows globally and suits itself to
customer needs and technological development and still stays loyal to their original products that have
brought the brand to where it is today.
7.1.1 Product / market positioning
Product positioning or market positioning is an important element of a marketing plan. Product
positioning is the process marketers use to determine how to best communicate their products' attributes
to their target customers based on customer needs, competitive pressures, available communication
channels and carefully crafted key messages. Market positioning is the process of communication the
brand to the target customers in such a way that can easily recognize where it fits with competing
products.
Effective product positioning ensures that marketing messages resonate with target consumers
and compel them to take action. Premium Crunchy Banana had targeting young adult market, notably
among young females market. Since majority young adult has a lot of social media, they decided to use
that channel for communicate to the customers. Until now, they have used Instagram, Facebook,
Telegram and Whatsapp to position the Premium Crunchy Banana toward the customers.
They also position the product as serving high quality, great tasting and affordable snacks.
Compared to the competitor the traditional banana snacks, there only targeting for sell their product for
huge quantity and usually they sell during Hari Raya or to customers who want to repackage the snacks.
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Competitor and they had a different target market. Their competitor also serving banana snacks but they
serving the customers differently, they promise to the customer with different flavor of banana snacks
while traditional banana snacks only have one flavor which is original without flavor.
7.1.2 Product Differentiation

Product differentiation is a marketing process that showcases the differences between products.
Differentiation looks to make a product more attractive by contrasting its unique qualities with other
competing products. Successful product differentiation creates a competitive advantage for the product's
seller, as customers view these products as being unique or superior.
Product differentiation determines what sets one product apart from other similar products, and it
uses that difference to drive consumer interest. Product differentiation is often subjective, aiming primarily
at altering customer perspective on one item when compared to another, even if the actual differences are
minuscule or entirely aesthetic. Ideally, it demonstrates that the product cannot only do everything the
competitor items can, but that there is an additional benefit, such as additional features, higher overall
quality or a lower cost.
For Premium Crunchy Banana, the product differentiation between other competitors is, they had
a variety of flavors for the banana snack. Now, they have produce 7 flavors include Chocolate, Nestum
Chocolate, Cheese Curry, White Chocolate, Peanut Butter, Peanut with Nuts and White Chocolate with
Oreo. These variety of
flavor make they produce a
different
others
and this different can make
customers know them
and will choose the product
than the competitors
product.
interest,
from
Aside
from
the
product
bringing
in
consumer
differentiation
may
increase brand loyalty
and even allow for a higher
price
product is perceived to be
point.
If
the
better than a competitors, whether that belief is based on fact or more speculative means, it may
encourage consumers to purchase the brand due to its image. Certain images may even allow for a
higher selling price if the item is seen as highly desirable.
7.1.3 Current life cycle stage
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The product life cycle is an important concept in marketing. It describes the stages a product
goes through from when it was first thought of until it finally is removed from the market. Not all products
reach this final stage. Some continue to grow and others rise and fall. Currently, Premium Crunchy
Banana life cycle stage is on growth.
In the growth stage of the product life cycle, the market has accepted the product and sales begin
to increase. The company may want to make improvements to the product to stay competitive. At this
point, there are still relatively few competitors. For Premium Crunchy Banana, the products now has been
known and can be acceptable for customers and the products already has more sellers around the area
in Malaysia.
At this stage, the product quality is maintained and additional features and support services have
been added to the product development. For pricing, they have start to maintained as the firm enjoys
increasing demand with little competition and their product price also have been accepted to the
customers either from a students or employee. The distribution channels also were added as demand
increases and customers accept the product. If before this they only putout product at a certain store but
now, they already have a lot of stockiest and agent to handle the product and sell in online. For
promotion, they have start to aimed at a broader audience. They have promote the products not only via
traditional ways like poster and from words of mouth but they also have online promotion like Facebook
and Instagram.
7.1.5 Packaging
Packaging design is very important to the successful of a business because it can have a direct
impact on sales and a companys overall appeal. Product packaging is not only about the looks of a
product, it is meant to communicate a purpose. Packaging is also the last message consumers can see
and a last chance to convince them to buy the product.
For Premium Crunchy Banana product packaging, they concern about clarity and simplicity.
Premium Crunchy Banana want make their packaging look simple but yet attractive enough to see. They
highlight the blavk and gold colour as their background. Black and gold colour can convey sophistication
and high-end merchandise, and is used to stimulate purchase of expensive goods. Therefore, it suitable
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and good as background colour. Apart from that, Premium Crunchy Banana also using high quality
materials that is plastic packaging which thicker and durable. Besides that, it is eco-friendly. Plastic
packaging can be recyclable and reusable. It is always a reason for a consumer to choose the Premium
Crunchy Banana brand over other competitors. Premium Crunchy Banana need to make some
improvement towards their packaging to look in trend.
The previous product packaging
The new product packaging
7.2
Target Audience
7.2.1 Relationship of Target Audience to Target Market

The target market for Premium Crunchy Banana is all people for all ages in Malaysia but mostly
they are focus on people who are still studying and to workers. In the advertisement, Premium Crunchy
Banana firstly divided the customers into three categories. The first one is the fan of Premium Crunchy
Banana that mostly middle age and above customers. Secondly is the customers that want to held special
occasion or event and want to serve or give their customers with this special Premium Crunchy Banana.
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The third one is the customers that like modern flavor of Premium Crunchy Banana because they also
provide a variety of flavor such as Chocolate, White Chocolate, Nestum Chocolate, White Chocolate with
Oreo, Curry Cheese, Peanut Butter and Peanut with Nuts.
The purpose of the advertisement is to make the customers aware about the existing of this
company that still have and maintaining the taste of its Crunchy Banana in new packaging, this product
will give its customers the experience of testing the heritage test of banana chips with added flavor. As we
all know, nowadays it was very difficult to found the banana chips. Now it is more easier to find it because
Premium Banana Crunchy will fulfil the want from the customers. Its also will make its banana chips
according to what flavor customers want. This product will be easy to find in the store that are regularly
visited by customers that who want to buy everyday need items. Due to its originality this product are
offered banana chips that are not containing any artificial flavor or any chemical preservative. This will
also attract customers that who want an healthy snacks for their family and it is also suitable to be taken
during tea time or any time the customers want.
7.2.2 Benefit Sought/Advertising Appeals
Advertising appeals are aim to influence the way consumer view themselves and how buying a
certain product can prove to be beneficial for them. The message conveyed through advertising appeals
influences the purchasing decisions of consumers. It is also one of a way of persuading people to buy the
products. It is designed in a way as to create a positive image of the individuals who use certain products.
Regarding to the Premium Crunchy Banana advertisement, its use the element of emotional
appeal. For emotional appeal, they are targeting customers personally because some personal emotions
can drive individuals to purchase the products, the emotions appeal is such as love, sentiment and
happiness.
The objective of the advertisement is mainly to spread the happiness and positive vibe among the
audience who are watch this advertisement. By showing and highlighting the test of testiness of this
banana chips will make the audience fell the mouth watery experience that will lead to buying purchase.
Not just want its customers to having this tasty banana chip but Premium Crunchy Banana to popularize
this traditional food globally because banana chips is one of the heritage of Malay food that has been
existed for centuries and people are start to forget on how it actually taste. With the tagline Terasa di
mulut, melekat di hati, will also inspired emotional appeals of its customers with the fell of the curiosity of
how tasty this banana chips were until it can be always remembered to customers who eat the Premium
Crunchy Banana until its can stay at their heart,.
Besides that, Premium Crunchy Banana also come out with its new packaging that are more
attractive and have its commercial values. This as additional values for this product that will give it
competitive advantage to its competitors and make customers more attract to their product. It also
Page 16

suitable as a gift for someone special or family. This will give happiness to the customers and the person
who they gave.
7.2.3 Demographics
Demographics is a market segmentation according to age, race, religion, gender, family size,
ethnicity, income and education. Demographics are segmented into several markets to help an
organization to target its consumers more accurately. Premium Crunchy Banana segmented its market
based on income and family size. This is because, Premium Crunchy Banana create same packaging
which is in round container that in compact sizes. The shape of its banana chips also vary that are
suitable for different occasion. The target age is for all age range because their products is suitable to be
eat by everyone in any time at everywhere. The affordable price also make it suitable for all range of
income customers to buy and test this product.
7.2.4 Psychographics
Psychographic segmentation is dividing the market based upon consumer personality traits,
values, attitudes, interests and lifestyles. It allows the businesses to better develop and market products
because there will be a more precise match between the product and each segments needs and wants.
Furthermore, people have different interests, attitudes and traits. For example, some people are very
fitness and health conscious, while others just did not care what they consume.
For Premium Crunchy Banana, they are targeting customers that are love the taste of traditional
banana chips but they want something new for the flavor and also target the customers that are interested
to serve their guest with traditional food with new style for the special occasion such as weddings, Hari
Raya celebration etc. Not only that, Premium Crunchy Banana also target its customers that who are
looking for an healthy snacks for their family that is not containing any artificial flavors or chemical
preservative in its products. This banana chips also contain carbohydrate from the banana and also can
supply energy and nutrition to its consumers.
7.2.5 Behavioristics
This market segmentation based on differences in the consumption behaviour of different groups
of consumers, taking into account their lifestyles, patterns of buying and using, pattern of spending money
and time and any other similar factors. Premium Crunchy Banana also segmented it market using
behaviouristic factors. Based on observations, this banana chips will have its fast selling and at a very
high demand during Hari Raya and also when it comes to school holidays because most of people will
choose school holidays to held a wedding event. Malay contribute to a large number of purchases
especially for this type of food because this is their traditional delicacy. In additional, to having this
products customers dont need much money to spend and it can be custom made according to customer
request, so it will suite most of its customers demand and desires. As long as Premium Crunchy Banana
maintaining their uniqueness of taste and people love the taste customers will keep purchasing. Not only
Page 17

just purchase but also will brought good word of mouth and will encourage others to buy from Premium
Crunchy Banana. By taking care of their quality will also keep good customer relation to the company and
also helps to improve brand recognition.
7.3
Communication Media
7.3.2 Media
A) Traditional Mass Media
I. Television
Television advertisement also called as a television commercial, commercial or ad in American
english and advert in British english. Television is a span of television programming produced and paid for
by an organization which convey a message, typically to market a product or service. Television media is
the one of the media that used by Premium Crunchy Banana to advertise its product. This media will
involve a large cost. However, this media is one of the effective media to attract customer awareness and
to make customers interested to try their products. Premium Crunchy Banana are able to convey their
message with slight, sound and motion which can give their product instant credibility by using this media.
This can help them to make customers remember about their advertising. It reaches viewer when they are
the most attentive. Premium Crunchy Banana advertisement based on what peoples daily activities to
make their customer interested to watch their advertising and easy to remember about that advertising.
This company choose TV1, TV3, TV9 and Astro Ria to advertising its product. Premium Crunchy Banana
choose this 4 channel because they see the potential of this channel to make their advertising reach their
customers.
II. Magazines
The effective of magazine advertising depend on advertising and promotion objective, as well as
the budget company have for advertising. Premium Crunchy Banana use magazine to reach its target
audience. This company choose two different magazine to advertise their product which is Majalah
Keluarga and Majalah Mingguan Wanita. This media has cost the company around RM 12,000. This
company choose this two magazine because they want to reach their target customer. This company
target all level of age customers, thats why this magazine is the potential one for them to use. Premium
Crunchy Banana more prefer to use magazine compare to newspapers. This is because magazine is
Page 18

more interesting and attractive than newspaper. Besides, people will keep the magazine in long time
compare to newspaper because it is more expensive and interesting.
B) Interactive Media
I. Direct Media
Digital media is an electronic channels of communication with which the audience can participate
actively and immediately. Its can be created, viewed, distributed, modified and preserved on digital
electronic devices. Electronic channel of communication are include online databases, the internet, CDROMs, and stand-alone kiosk. Premium Crunchy Banana use this media to advertise its product. This
company use Facebook, Instagram and Blog. Premium Crunchy Banana decided to use the digital media
because they realize that most of people nowadays spend more of their time on social media like
Facebook, Instagram and Blog. Besides, this company also can save their cost on advertising by using
digital media. This is because the digital media like Facebook, Instagram and Blog can be used for free
but effective. Premium Crunchy Banana can use the budget on other marketing promotion. By using this
media also, this company can directly communicate with their customers. They can quickly answer
customer questions or customer dissatisfaction on their product. Premium Crunchy Banana also can get
new and unique idea about how to make their business more successful from their customers. This
company also can get the information about the customers and improved their product based on
customers to fit their needs and wants. The most important is by having two ways communication,
Premium Crunchy Banana also can build a relationship with their customers. By using this media,
Premium Crunchy Banana can increase their sales, profit and market share.
C) Support Media
I. Trade Shows
Trade show is the exhibitions where manufacturers, dealers and buyers of an industry product
can get together for demonstration and discussion to exposed new product, literature and sample to
customers and meet potential new dealer for their product. Premium Crunchy Banana also use trade
show as their support media. Premium Crunchy Banana has joined the exhibitions for demonstrade their
product and give a tester to a visitor for they taste the product. When customers taste it, it can be their
opportunity to attract customers to buy their banana chips. Besides, customers will be more confident with
banana chips that produce Premium Crunchy Banana when they taste by their own before they buy it.
Customers will believe about the banana chips quality and its cleanliness during preparation. Trade show
can help Premium Crunchy Banana to build relationship with customers. This is because they will
communicate with the customers when doing the trade show to attract customers see their trade show.
Finally, this business can increase their sale volume and also profit.
Page 19

II. Sales Promotion Devices
Premium Crunchy Banana also use sales promotion to promote their product. The sales
promotion devices that they use are discount and tester. This company give a discount for customer who
purchase their banana chips at more volume. The customers who buy 100 units of banana chips from
them will get 10% of discount. Besides, this company also give tester to the customers to promote their
product. They believe that by giving the tester to customers they will encourage customers to buy their
banana chips. By using this to kind of sales promotion devices, Premium Crunchy Banana can increase
their sales volume, profit and also market share.
III. Publicity/Public Relations

Publicity is the activity or business of getting people to give attention to someone or something
that attracts the attention of the public. Publicity is also one of the ways to attract customers in indirectly.
Premium Crunchy Banana used this technique to be close with their customers. This company arrange a
charity program for the orphan to be close with the community. The company give the sponsor to
orphanage to buy the preparation for Aidul Fitr for the orphan. Premium Crunchy Banana also arrange a
Majlis Berbuka Puasa with the orphan. By arrange this program, the company is not only help the
orphan but they also help their company.
7.4
Advertising Message
Advertising message is 'meat' of an advertising or commercial that attempts to convey what the
advertiser intends through words and/or pictures. Advertising appeal is a persuasive pressures that
stimulate a person to buy a product or service by speaking to an individual needs, interests or wants. Its
create a positive image or mind-set about those who use a product or service. Advertising appeals aim to
influence the ways customers view themselves and how buying certain product can prove to be beneficial
for them. The message conveyed through advertising appeals influences purchasing decision of
consumers. Advertising uses appeals as a way of persuading people to buy certain products. Advertising
appeals designed in a way so as to create a positive image of the individual who use certain products.
There are several types of advertising appeals which are rational, emotional, musical, adventure, scarcity
and others.
7.4.1 Copy Elements
A) Advertising Appeals
Premium Crunchy Banana use the types of appeals in its advertising which are rational appeal
and emotional appeal by showing a routine activities of customers. Rational appeal is a marketing
appeals that are directed at the consumers practical, function need for the product or service. Its
Page 20

emphasize the characteristic and features of the product or service and how it would be beneficial to own
or use the particular brand. While, emotional appeal is a marketing appeals that are direct at the
consumers psychological, social or symbolic needs. Emotional appeal can be divided into four which is
humor, personal, social and fear. However, Premium Crunchy Banana choose to use social appeal
because it can be an excellent toll to catch the viewers attention and help in achieving instant recall which
can work well for the sale of the product. Social appeal can be used effectively when it is related to some
benefit that the customer can derive without which the routine activities might overpower the message.
Premium Crunchy Banana use rational appeal in their poster. In the poster this company put the
picture of their product with simple background. The main thing that they want to show in this poster is
their product features. The company want to attract customer by showing the picture of their banana chips
so that customers will know how their product new looks like. Besides, Premium Crunchy Banana also
use social appeal which is one of the emotional appeal. This company use this appeal in its video
advertising. In the video show that women who so obsess about the Premium Crunchy Banana and she
will eat the banana chips at anytime and anywhere without bored to shows that Premium Crunchy
Banana are suitable to eat anytime and very tasty. Customers will give more attention to this video
because it is interesting video and its help them to remember it.
B) Copy Platform
Copy platform is also known as a copy plan, copy policy or copy outline. It is a situation analysis
where the company look at market, specific audience, business (client) objectives and the stage in the
development and life of the product, service, store or brand that the company are prepare to advertise.
Slogan
TERASA DI MULUT, MELEKAT DI HATI
Objective
Make people aware and know about the

new product by providing them basic
information
Consumers benefits
of
Premium
Crunchy
Banana.
Customer satisfaction by giving clear
information about product and high
quality of product that suit everyone with
Tone
affordable price.
Light,
pleasant
Styles
Support Selling Point
advertising.
Simple, interesting and logic.
Known well brand that suit everybody
and
distinctive
and create the satisfaction for customers

at each bites.
Page 21
7.4.2 Art Elements

A) Visual Appeals
I. Newspaper and Magazine Advertisement
Figure 7.2 Poster of Premium Crunchy Banana

The newspaper advertisement and magazine advertisement is using the picture-window layout.
Picture-window layout designed the advertisement a single, large visual with headline and copy appear
Page 22

above the window. The layout can bring the message of the advertisement more effective when the
items on the advertisement are arrange in the correct place.
The color that used in this poster is the yellow color that match with the main theme which is
banana that what they want to bring out about banana chips. The red color of the headlines will make the
audience take a looks more than one. The tagline use in campaign is Terasa di mulut, melekat di hati
was about to show and create appeals to customers the taste of Premium Crunchy Bananas product are
tasty and unforgettable.
II. Digits media (TV and YouTube): Storyboard

Storyboard is a series of illustrations provides a representation of the finished commercial in its
proposed sequence. The storyboard technique had its origins in the film animation industry and is a
convenient method of showing a moving sequence without the expense of filming. Television commercials
are available in slots of five, 10, 15, 30 or 60 seconds, with 15- and 30-second commercials the most
popular. The commercial for Premium Crunchy Banana was about 40-second.
She is enjoying Crunchy Banana while watching TV.
Page 23
She is enjoying Crunchy Banana after a refreshing jogging.
She is enjoying Crunchy Banana while doing discussion with her friend.
Page 24
She is enjoying the Crunchy Banana while on the way to class.
Even while doing assignment, she is still with the Crunchy Banana.
Page 25
She is enjoying the Crunchy Banana while studying for midterm exam.
She is enjoying Crunchy Banana after a long drive to relieve her stress.
Page 26
Even while going outside, she still brings Crunchy Banana.
She is showing on how obsessed she is towards the Crunchy Banana.
Page 27
The tagline for promotion
When they make a video for the business the planning is extremely important. One of the most
important stages of planning out the video is creating a storyboard. A storyboard is a graphic
representation of how your video will unfold, shot by shot. It's made up of a number of squares with
illustrations or pictures representing each shot, with notes about what's going on in the scene and what's
being said in the script during that shot. Think of it as sort of a comic book version of your script. Creating
a storyboard might just sound like an extra step in the process of making a video for the business, but it is
a step they won't want to ignore. Here are three reasons why they need a storyboard, one, it is the best
way to share the vision A visual aid makes it much easier for the team to share and explain the vision for
Premium Crunchy Banana video with others. They've all had experiences where they were trying to
explain something and the other person just can't see the vision.
The core of this issue is that most people don't have the experience of visualizing something off of a text
deliverable, such as a script. When they have a storyboard, they can show people exactly how the video
is going to be mapped out and what it will look like. This makes it infinitely easier for other people to
understand the idea. Makes production much easier.
When the storyboard a video are setting up a plan for production, including all the shots they'll need, the
order that they'll be laid out, and how the visuals will interact with the script. The storyboard is a starting
point or suggested thorough line around which they can plan the team coverage (all the angles they will
shoot of a scene). This really comes in handy when they're making the video, as it ensures they won't
forget any scenes and helps the team piece together the video according to your vision. This commercial
were planned have no dialogue, but the actors are freely to add up something to bring on their moods and
Page 28

perfect acting. This commercial was done at INASIS SME, and only one actors being involved. The
scenery and the sequence of the commercial had made the commercial going on smoothly and perfect.
B) Platform
New design of Premium Crunchy Banana
Old design of Premium Crunchy Banana
The new design of premium Crunchy Banana was using the black and gold color to make it more
elegant as their company which to become more acceptable by look at international level. This logo also
can make Premium Crunchy Banana stand out in crowd of other banana chips in store. The monkey icon
in the logo represent that monkey and banana are so synonym and if customer see the monkey, they will
know the chips is a banana. It can clearly show their product which is banana chips.
Page 29
New packaging of Premium Crunchy Banana
Old packaging of Premium Crunchy Banana
Page 30

8.0 THE ADVERTISING BUDGET
Advertising is very important activities to a company. This is because they need to do advertising
to make customers aware about their existing. However, this activities will cost them depend on the types
of advertising they make. They need to make a budget for their advertising because it will include in their
expenses. An advertising budget is the money a company is willing to set aside to accomplish its
marketing objectives. When creating the advertising budget, a company must weigh the trade-offs
between spending one additional advertising dollar with the amount of revenue that dollar will bring in as
revenue.
8.1 Television Advertising
Advertising on television usually means running a TV commercial, typically between 15 to 60
second in length, but TV advertising can also include sponsorships and product placement within
television shows. The cost of running television commercials varies widely, depending on if the ad runs on
local station or national networks. The real cost of the ad can be calculate by tracking how much it costs
to convert a prospect into a client. Add the total cost of production and the number of slots in which the ad
runs, then divide that amount by the number of customers you converted during that time frame to
determine the average conversion cost. Premium Crunchy Banana should using television commercial to
advertise about their products especially in spot time which is in the night at 8.00 pm- 9.00 pm. This is
because most of the audience will watch the television that time. This will give an advantage to the
company who make advertising that time. Even this strategies involve high cost, but this is an effective
ways to attract the customers awareness about Premium Crunchy Banana existing and their product.
Channel and slot
TV1
40 second (RM)
Spot
Total cost (RM)
13, 800
27, 600
13, 000
26, 000
13, 000
13, 000
7, 800
15, 600
(8.00pm-9.00pm)
TV3
(8.00pm-9.00pm)
TV9
(8.00pm-9.00pm)
Astro Ria
(8.00pm-9.00pm)
Total cost (RM)
82, 200
8.2 Digital media Social media

Nowadays the advertising at social media is very important. This is because many people would like to
use social media in their leisure time or to find any information. Premium Crunchy Banana has own
Page 31

website. In this website they share about their history, mission, vision, and product and so on. However,
advertise in social media like Facebook, WhatsApp, Instagram and Telegram is also important. This kind
of social media usually is free. This can help company to save their cost for the advertising. Premium
Crunchy Banana should use this media to advertise their product. This social media will have more active
user who will view their advertising. From this media, they also can communicate with the customers.
They can know more about the customers via their comment and suggestion. It can help them to improve
their product quality also can help them to build good relationship with their customers.
Social media
Price (RM)
Day per week
Facebook
Free
Instagram
Free
Twitter
Free
Website
Free
8.3 Print Media

Print media advertising is a form of advertising that uses physically printed media such as magazines and
newspapers, to reach consumers, business customers and prospects. This kind of advertising is also
important for company to advertise their product to the customers. Even nowadays is the era of
technology, printing media is still important for the company to make customers aware about their
product. This is because some of the customers will be more prefer to read something like magazine than
to watch television or use social media in their leisure time. Premium Crunchy Banana also should use
this kind of advertising. They can use magazine and also banner as their printing media advertising to
attract customers awareness.
8.3.1 Magazine
Magazine is a type of thin book with large pages and a paper cover that contains articles and
photographs and it will be published every week or month. Advertisement in magazine is very interesting
because it is colourful. There have many types of magazine like womens fasion, cooking and food, sport
and so on. In Malaysia they have Majalah Wanita, Majalah Keluarga, Majalah Remaja and Majalah
Niaga. Magazine is the one of the medium that can be used by Premium Crunchy Banana to advertise
their product and also to attract their customers awareness.
I. Majalah MingguanWanita
Page 32

Magazine
Majalah Mingguan Wanita
Circulation
130, 000
Readership
390, 000
Cost (RM)
6, 000
II. Majalah Keluarga

Magazine
Majalah Keluarga
Circulation
88, 000
Readership
352, 000
Cost (RM)
6, 000
8.3.2 Banner
Banner is the one of the medium use by people nowadays to advertise their business or product.
Lower cost will be involved in doing banner compare to advertise in television, radio or magazine.
Premium Crunchy Banana should use this kind of advertising too. The banner must be colorful and
interesting, so that people will be interested to look at it and will be convince to buy Premium Crunchy
Banana product. Then banner will put at the strategic place that can be seen by all people.
Banner
(10 x 4)
Cost per unit
Quantity
Total
10
(RM)
650
(RM)
65.00
Page 33

Total Cost for Advertising
MEDIA
RM
Tv ADS
TV 1 (RM 27,600)
TV 3 (RM 26, 000)
TV 9 (RM 13,000)
Astro Ria (RM 15, 600)
= RM 82, 200
Digital Media (Social Media)

Facebook
(free)
Instagram
(free)
WhatsApp&
Telegram
= Free
(free)
Website
PrintMedia
Magazine
i)
ii)
Mingguan wanita (RM 6, 000)
= RM 12, 650
Keluarga (RM 6, 000)
Banner (RM 650)
Total cost (RM)
= RM 94, 850
9.0 TESTING AND EVALUATION

9.1 Pretesting
Pretesting is known as research carried out to evaluate advertising prior to its first use. In other
words, pretesting is copy testing which is a specialized field of marketing research that determines an
ads effectiveness based on feedback, responses, and behavior consumers. Advertising testing can
reduces the financial risk inherent in the high cost of producing and rolling out advertising campaign.
Page 34

Pretesting advertisement that Premium Crunchy Banana used is focus group. Focus groups are
involving a group between 8-12 respondents. Focus group used for understanding the critical issue in a
given consumption situation from the consumer stand point. The printed and broadcast advertisements
were shown to the members and they were encouraged to discuss on it and express their views. A group
with 10 members was invited to the interview conducted by Premium Crunchy Banana. The printed
advertisements were shown to the members and they were encouraged to discuss on it and express their
views.
As a result, there are several methods can use for testing effectiveness of an advertisement. The
results and feedbacks from the pretesting process can improve quality of advertisement neither printed
nor broadcast for Premium Crunchy Banana. These few tests are extremely useful tools, allowing
researchers to identify potential problems with survey items.
9.2 Post-testing
Post-testing is activities that occur after an advertisement or campaign has launched. Post-testing
provide either periodic or continuous in-market research monitoring a brands performance, including
brand awareness, brand preference, product usage and attitudes. The advertisers use post-testing to plan
future advertising campaigns, so the approaches that provide the most detailed information on the
accomplishments of the campaign are most valued.
Premium Crunchy Banana tests their advertisement effectiveness through the TV advertising.
Premium Crunchy Banana used television commercial to advertise their products especially in a spot time
which is in the night at 8.00 pm- 9.00 pm. They used TV1, TV3, TV9 and Astro Ria as their television
channel. Premium Crunchy Banana knows they have a big opportunity to gain more potential customers
at that time because mostly people will watch the television. The advertising message will easily send to
the target audiences because it is most effective time that people will spend their time to watching the
television with the family, although it involve high cost. Advertising theme should be appropriate, and the
Premium Crunchy Banana takes family theme as to convey the message of the product. Premium
Crunchy Banana lets the target audience to know the delicacy of their products through the expression of
model when eating that product. Advertisement video is really help to attract people attention because
expression will be easily to approach and influence peoples to find and taste that product by their own.
Other than that, the potential customers will easily get the correct message from advertisement video.
Advertising through social media is really important nowadays. Premium Crunchy Banana really
works hard to advertise their product through this medium because it is very effective way to make people
alert and aware about their brand. Mostly people will scroll their social media in certain time to fulfill their
leisure time and release their tension such as lunch time or dinner time. Premium Crunchy Banana take
that opportunity to regularly update status and share about their product at that time, to make people
Page 35

awareness. Poster and image with a catchy words will be easily to grab customers attention especially
when customers hungry. The social medias that Premium Crunchy Banana used such as Facebook,
WhatsApp, Instagram and Telegram, Premium Crunchy Banana also use website to share all important
information about their product such as vision, mission, type of product, price and etc. The advantages
that can be obtained from social media is Premium Crunchy Banana can cut off a lot of investment when
do advertisement. Premium Crunchy Banana can do their promotion with less cost because they only
need spend their money to paid advertising such as Facebook Advert, Instagram Ads, etc. Premium
Crunchy Banana run their business to Facebook Advert because they can easily choose the type of
people they want react and deliver adverts to them. This strategy make Premium Crunchy Banana is
more relevant to react with potential customers and give a real result. Facebook Advert can make
Premium Crunchy Banana to choose the audience by see the location, age, interest and more. Others
than paid advertising, all status and promotion on social media are free.
Premium Crunchy Banana also use the sales test to evaluate the effectiveness of an
advertisement. Sales test is measure the additional sales generated by the advertisement. It is evaluate
and measure the effect of advertising activities on the purchase behavior of the consumers. The
effectiveness of the advertising that has been done by Premium Crunchy Banana make this product has
been known in the public. In early business, Premium Crunchy Banana does their campaign by
introduced crunchy banana in hot condition to attract people attention. So that, they were receiving a
nonstop order because the customers already fall in love with the delicious taste. Customers also do
some request that these products are suitable for parties and special days. Usually, in a big occasion, the
sale of Premium Crunchy Banana will be jumped up compare by the normal days. Premium Crunchy
Banana wind turned and started the business in a shopping mall. From there, Premium Crunchy Banana
decides to distribute the products at 26 locations including in Singapore through agents. The main target
for Premium Crunchy Banana distributing via agents to provide fresh crunchy banana quality assured.
Premium Crunchy Banana produces over 30,000 seeds per day to be sold in supermarkets. The sales
performances of Premium Crunchy Banana after the advertisements are shown enhance and increase,
the advertisement that they provide is effective and successful.
In brief, the effectiveness of advertisement is able to gain the sales and profit of Premium
Crunchy Banana. The results from the post-testing can improve the advertisement in order to develop
more quality of Premium Crunchy Banana advertisement in the future. Unfortunately, Premium Crunchy
Banana wants to expand, perhaps go into franchising. However, there is no chance to export overseas
because this product doesnt last very long except in Singapore.
Page 36
10.0 REFERENCE
William F. Arens, M. F. (2013). Planning media startegy. In Contemporary Advertising & Integrated
Marketing Communications (pp. 284-285). New York: McGraw-Hill.
Crunchy Banana. (n.d.). Retrieved December 12, 2016, from http://www.masturaniaga.com.my/
Advertising
on
Instagram.
(n.d.).
Retrieved
from https://www.instagram.com/masturaniaga/?hl=en
December
12,
2016,
Facebook. (n.d.). Retrieved December 12, 2016, from https://www.facebook.com/CrunchyBanana/

AdQrate
Sdn.
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Astro Media Sales Rate Card. (2014, October 8). astro radar. Retrieved
from http://www.astroradar.m y/_files/download/Astro%20TV%20Advertising%20Rate%20Card%20(Rev
%2008 %20Oct%202014).pdf
Perception
Media
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(2016).
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Brand
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http://www.brandequity.com.my/web/index.php?option=com_content&view=article&id=195&Itemid=174
Perception
Media
sdn
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(2016).
Brand
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Equity.com.my.
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Suninfy. (2010, November 8). adglitz.com. Retrieved from http://www.adglitz.com/2010/11/what -isradio- advertising-definition-meaning/
Wagner,
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(1998).
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(2015).
Product
Differentiation.
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December
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from
Stages in the Product Life Cycle - Boundless Open Textbook. (n.d.). Retrieved December 4, 2016, from
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketingcommunications-12/selecting-the-promotion-mix-for-a-particular-product-84/stages-in-the-product-lifecycle-420-896/
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11.0 APPENDIX
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BPMM 3203 ADVERTISING MANAGEMENT A161

7.2.1 Relationship of Target Audience to Target Market...................................16

BPMM 3203 ADVERTISING MANAGEMENT A161

7.4.1 Copy Elements............................................................................21

BPMM 3203 ADVERTISING MANAGEMENT A161

1.0 COMPANY BACKGROUND

2.0 INDUSTRY INFORMATION

BPMM 3203 ADVERTISING MANAGEMENT A161

3.0 DESCRIPTION OF COMPANYS PRODUCT

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

5.0 MARKETING MIX

BPMM 3203 ADVERTISING MANAGEMENT A161

+11 for 2 units & above

BPMM 3203 ADVERTISING MANAGEMENT A161

6.0 ADVERTISING OBJECTIVES

BPMM 3203 ADVERTISING MANAGEMENT A161

Retell about the specific product

Increase sales and profits

Develop a social media plan

BPMM 3203 ADVERTISING MANAGEMENT A161

Introduce new products

Increase customer retention and satisfaction

7.0 ADVERTISING STRATEGY

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

7.1.2 Product Differentiation

flavor make they produce a

and this different can make

customers know them

and will choose the product

than the competitors

increase brand loyalty

and even allow for a higher

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

The previous product packaging

The new product packaging

7.2.1 Relationship of Target Audience to Target Market

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161

III. Publicity/Public Relations

BPMM 3203 ADVERTISING MANAGEMENT A161

TERASA DI MULUT, MELEKAT DI HATI

Make people aware and know about the

and create the satisfaction for customers

BPMM 3203 ADVERTISING MANAGEMENT A161

7.4.2 Art Elements

Figure 7.2 Poster of Premium Crunchy Banana

BPMM 3203 ADVERTISING MANAGEMENT A161

II. Digits media (TV and YouTube): Storyboard

She is enjoying Crunchy Banana while watching TV.

BPMM 3203 ADVERTISING MANAGEMENT A161

She is enjoying Crunchy Banana after a refreshing jogging.

BPMM 3203 ADVERTISING MANAGEMENT A161

She is enjoying the Crunchy Banana while on the way to class.

BPMM 3203 ADVERTISING MANAGEMENT A161

BPMM 3203 ADVERTISING MANAGEMENT A161