Page 793 - MARSIUM'21 COMP OF PAPER

772 Siti Ayshah (2021)

Previously, festive season commercials have already become a tradition for Malaysians and would be broadcast on television during
the day in between scheduled programs. PETRONAS use both traditional and modern platforms that have enabled them to advertise their
festive advertisements on a worldwide scale. Using both platforms make PETRONAS more accessible to a wider audience. The key for a
successful advertisement, according to Petronas, is good content that connects strongly with regular Malaysians, along with relevant brand
values. PETRONAS commercials typically begin with storytelling that focuses on universal principles that appeal to people of various
backgrounds, races, and religions. PETRONAS will aim at developing key business ideals as the idea develops to relate it effectively to
the brand.

1.3 RESEARCH QUESTIONS

This study listed two main research questions:

i. How PETRONAS television advertising brings brand impact about Hari Raya advertisement in the year 2010 until 2020?
ii. Is it true that PETRONAS television advertising regarding Hari Raya brings brand impact from 2010 to 2020?

1.4 RESEARCH OBJECTIVES

This study listed two main objectives:

iii. To identify some trend of important concepts among the sample of Petronas Advertisements in celebration Hari Raya from 2010 to
2020.
iv. To identify some brand values among the sample of PETRONAS advertisements regarding Hari Raya Aidilfitri from 2010 to 2020.

■ 2.0 LITERATURE REVIEW

2.1 INTRODUCTION

This chapter will describe in detail about the element and method of content analysis that will be used to identify and analyzing
PETRONAS television advertisement regarding Hari Raya Aidilfitri from 2010 until 2020.

2.2 DEFINITION OF CONTENT ANALYSIS

According to Kassarjian, (1977), although content analysis is very new to market research as a traditional method, it is not new
to political philosophy, reporting, social brain science, correspondences study, or political publicity research. Content analysis is a research
technique for the objective, orderly, and quantitative representation of the main substance of communication according to Asheim (1952).
Publicizing Content Analysis is a methodical, unbiased, and quantitative analysis of marketing approaches to identify an example of
marketing activity or the components of companies' publicizing methods or the components of brands' publicizing procedures, such as brand
positioning, selling proposition, and innovative tone. According to Morgan (1993), although Qualitative Content Analysis (QCA) was used
in many studies, it was often limited to an exploratory, impressionistic, and less pragmatic function.

As cited in Paisley (1969), content analysis is a stage of data processing in which the content of correspondences is transformed
into information that can be summarized and analyzed through the unbiased and exact application of order rules. Content research is a
systematic process for analyzing message substance, and message handling is anything but a tool for observing and analyzing the
unmistakable correspondence behavior of selected communicators (Budd, Thorpe, and Donohew 1967). The content analysis of advertising
is an essential tool for planning and understanding advertising effectiveness. In both advertising study and overall media- impacts research,
it is often assumed that any impact of media material is enhanced or lessened by what the recipient believes about it.

As cited in Kerlinger (1964), content analysis, while certainly a method of analysis, is more than that. It is…a method of
observation. Instead of observing people's behavior directly, or asking them to respond to scales, or interviewing them, the investigator takes
the communications that people have produced and asks questions of the communication. The contentment caused by a convincing message's
substance is an idea of managing of its effectiveness. Thus, content analysis of promotion can be a useful tool for improving our understanding
of advertising effectiveness. According to de Sola Pool & Berelson, (1952), the study of content analysis is methodical, detailed, and
quantitative. The development of objectivity requires that the classes being used in purchasing the content be such that any individual natural
and capable in the strategy for analysis could apply the arrangement framework to comparable substance and secure effectively similar
outcomes as the initial company (Auster, 1956).

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