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• Personality symbol: Ads featuring • Simbol Personaliti: Iklan yang
well-known personalities (singers, menampilkan personaliti terkenal
actors, sports figures or corporate) as a (penyanyi, pelakon, tokoh sukan atau
product spokesperson. Hitachi ads korporat) sebagai jurucakap produk. Iklan
featuring Zainal Abidin, Sheila Majid Hitachi menampilkan Zainal Abidin, Sheila
and Erra Fazira for Lux Majid dan Erra Fazira untuk Lux
• Technical expertise: Shows the • Kepakaran Teknikal: Menunjukkan
company’s expertise, experience, and kepakaran, pengalaman, dan kebanggaan
pride in making the product. syarikat dalam membuat produk.
• Scientific evidence: Presents survey • Bukti Saintifik: Mempersembahkan kaji
or scientific evidence that the brand is selidik atau bukti saintifik bahawa jenama
preferred over or outperforms other lebih disukai atau melebihi prestasi
brands. Example: DuraCell Ads, jenama lain. Contoh: iklan Duracell,
claiming the battery lasts 6 times longer mendakwa bateri tahan 6 kali lebih lama
than ordinary batteries daripada bateri biasa
• Testimonial evidence: shows the • Bukti Testimoni: Menunjukkan
recognition or awards received for the pengiktirafan atau penghargaan yang
product output from the most trusted or diterima untuk keluaran produk daripada
believed source. For example, sumber yang dipercaya atau dipercayai.
Malaysia Transformer ad published in Sebagai contoh, iklan Malaysia
the newspaper media to show Transformer yang diterbitkan di media
recognition of MS ISO 900I received akhbar untuk menunjukkan pengiktirafan
certification from SIRIM QAS Sdn. Bhd MS ISO 900I menerima pengesahan
daripada SIRIM QAS Sdn. Bhd

TOPIC 4: ADVERTISING

MEDIA

After studying this chapter, you will be able to:
4.1 Understanding advertising media
4.2 Understand printed media
4.3 Understand electronic media
4.4 Understand digital interactive media
4.5 Understand out-of-home, direct mail and specialty

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