The International Journal of Professional Management - ISSN 20422341
A Study on the Effectiveness of Promoting Fast Food Restaurants through Traditional Advertisements Amongst Youths in Cities in Peninsular Malaysia
Volume 16, Issue 1, February 2021
Ng Chin Hooi,
DBA candidate (IPE Management School, Pole Paris Alternance) (Mantissa College),
MBA (Finance) (University of Southern Queensland, Australia), B.IT (Charles Sturt University, Australia),
nchooi@gmail.com
Dr Ian Mackechnie
PPh.D (Management) (Bulacan State University, Philippines), Master of Commerce(University of Southern Queensland, Australia),
B.A. (Honours) (Charles Sturt University, Australia), B.A. Accounting (University of South Australia, Australia), B.A. (Griffith University, Australia),
drianmac2015@gmail.com
Abstract
The purpose of this research is to study the effectiveness of traditional advertisements in promoting fast food restaurants amongst youths in urban cities in Peninsular Malaysia. The findings will provide a greater understanding of why advertising through traditional means is still valid in today's digital era. Fast food advertisements will be evaluated using the AIDA model to establish impactful core elements. Data will be collected by the quantitative method via the distribution of questionnaires to the targeted respondents using the snowballing technique. The results will be presented using statistical analysis through SPSS 26. This will provide relevant insights of advertising effectiveness to managers of fast food companies, advertising agencies and future market researchers of similar topics. These groups could use the findings plan, execute and monitor their strategies.
Keywords
Fast food industry, Traditional advertising, Consumer behaviour, Influencing purchase intention, AIDA model
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