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4.5.4 Marketing elements of Petronas brands that used in Syukur Raya

In this Raya advertisement video, there are also marketing elements of the Petronas brand.
The purpose of the marketing element embedded in the video content is to promote the
Petronas brand to the audience. Among the marketing elements of the Petronas brand in
this advertisement are Petronas gas, Petronas green color ‘tekukur’ bird shirt, Poji house
gate, Mak Jah Raya clothe, duit raya envelope at Mak Jah's house is also Petronas green
color. The last one is the ‘petronasCNY2021’ shirt worn by Poji’s neighbors.

5.0 CONCLUSION

According to Aziz, Azlan, & Ahmad (2011), advertising not only serves as a marketing tool for
consumer products but also as a promotional supporter. The researcher concluded that the Petronas
Hari Raya advertisement portrayed the plural Malaysian society as a less individualistic community
where they care about each other and crave good relations with each other. Virtuous values such as
helpfulness, generosity, respect, appreciation, and love that can set a good example to the audience
are found in most of the Hari Raya advertisements studied.

In addition, the researchers also found that Petronas Hari Raya advertisements promote community
values such as being friendly, respecting neighbors and caring for neighbors. As a result of the
researcher's research, the Petronas Hari Raya advertisement has many values of goodness,
togetherness, and unity that can be used as a good example to the audience. Petronas advertisements
can foster a spirit of unity and togetherness among the community in Malaysia.

Apart from that, advertisers also insert Petronas brand marketing elements in Hari Raya advertising
videos such as petronas petrol stations, Petronas Gas, Petronas tanker trailers and others. The aim
is to promote the Petronas brand to the public. No wonder Petronas is Malaysia's number one choice
because its marketing strategy is very effective. Every year, Petronas Hari Raya advertisements get
a high number of views because Petronas always brings video advertisements that are close to the
soul of the community.

This study can be concluded that, advertising is not only to promote the product brand but also can
promote the values of goodness to society. The storyline in the advertisement that is close to the
soul of the community can have a big impact on the brand image of a business. When you succeed
in producing ads that are well -received by the public, your brand will be better known and be
mentioned by the public.

Now, with the availability of various media, especially those powered by the Internet, advertisers
need to be more proactive in attracting the attention of the audience. Creative skills, mastering the
art of knowing ‘what sells’ and understanding Malaysian society are important in creating works of
art that are relevant to the multiracial culture and society in malaysia.

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