THE EFFECTIVENESS OF PROMOTIONAL ACTIVITIES MADE BY DANUS (M) SDN BHD AZLINA BINTI HAMZAH Submitted in Partial Fulfillment of the Requirement for the Bachelor of Business Administration (Hans) Marketing FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA MELAKA 2007
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AZLINA BINTI HAMZAH - ir.uitm.edu.myir.uitm.edu.my/id/eprint/21393/1/PPb_AZLINA HAMZAH M BM 07_5.pdfto the respondents, whoarethe clientsof Danus(M)Sdn Bhd.Whilesecondarydata are gatheredfrom
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THE EFFECTIVENESS OF PROMOTIONALACTIVITIES MADE BY DANUS (M) SDN BHD
AZLINA BINTI HAMZAH
Submitted in Partial Fulfillmentof the Requirement for the
Bachelor of Business Administration(Hans) Marketing
FACULTY OF BUSINESS MANAGEMENTUNIVERSITI TEKNOLOGI MARA
MELAKA
2007
DECLARATION OF ORIGINAL WORK
BACHELOR OF BUSINESS ADMINISTRATION(HONS) MARKETING
FACULTV OF BUSINESS MANAGEMENTUNIVERSITI TEKNOLOGI MARA
MELAKA
"DECLARATION OF ORIGINAL WORK"
I, Azlina Binti Hamzah, (lie Number: 830117-01-5904)
Hereby, declare that,
• This work has not previously been accepted in substance for any degree, locallyor overseas and is not being concurrently submitted for this degree or any otherdegrees .
• This project paper is the result of my independent work and investigation, exceptwhere otherwise stated.
• All verbatim extracts have been distinguished by quotation marks and sources ofmy information have been specifically acknowledged.
~. SSignature:~ Date:-.lt MAY /){)0:t
TABLE OF CONTENTS
ACKNOWLEDGEMENTTABLE OF CONTENTSLIST OF TABLESLIST OF FIGURESABSTRACT
CHAPTERS
1. INTRODUCTION
1.1 Background of Company1.1 .1 Market Serves1.1.2 Products and Services
1.2 Background of Study1.3 Problem Statement1.4 Research Questions1.5 Research Objectives1.6 Theoretical Framework1.7 Hypothesis1.8 Scope of Study1.9 Significant of Study1.10 Limitation of Study1.11 Definition of Terms
2. LITERATU RE REVIEW
2.1 Definition and Concept of Promotion and PromotionalStrategy
2.2 Promotion Mix2.2.1 Advertising2.2.2 Public Relation2.2.3 Sales Promotion
2.3 Promotion Effectiveness2.4 Promotional Mix
3. RESEARCH METHODOLOGY
3.1 Introduction3.2 Research Design3.3 Data Collection Method
3.4 Sampling Procedures3.4.1 Sampling Technique3.4.2 Sample Size3.4.3 Population
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3.5 Procedures of Analysis of Data 263.5.1 Reliability Testing 263.5.2 Frequency Distribution 263.5.3 Cross Tabulation Analysis 273.5.4 ANOVA Analysis 273.5.5 Correlations 27
4. DATA ANALYSIS AND INTERPRETATION
4.0 Overview 294.1 Reliability Testing 294.2 Frequency Distribution 30