Brand image: how the advertisers look at Harian Metro newspaper as the right advertising media to advertise products or services / Muhamad Kasuma Said

• Main Author: Said, Muhamad Kasuma
• Format: Student Project
• Language: English
• Published: 1999
• Subjects: Social aspects. Social marketing; Marketing; Branding (Marketing); Market segmentation. Target marketing; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction; Advertising
• Online Access: https://ir.uitm.edu.my/id/eprint/60341/1/60341.pdf; https://ir.uitm.edu.my/id/eprint/60341/

The purpose of this research is to study on how the customers (advertisers) look at Harian Metro as the right advertising media to advertise their product, whether the brand image influence the decision and where is the ranking of Harian Metro newspaper in term of brand image in the mind of advertisers. Several criteria such as media effectiveness, customers (advertisers) satisfaction and customer’s loyalty are the factors that can influence the brand image of Harian Metro newspaper in the mind of advertisers. Positive brand image in the mind of advertisers will keep the existing advertisers to advertise in Harian Metro and also attract new advertisers to buy space for advertisement or in other word advertise their products through Harian metro newspaper. This study was conducted at Klang Valley, where the focused respondents were the advertisers that already advertise their products through Harian Metro newspaper. The main reason was to gather information regarding the advertiser perception and opinion towards the brand image of Harian Metro newspaper. So far, there has not been any market research or market survey done by the Harian Metro Advertisement Department pertaining to advertiser’s perception and opinion towards the brand image of Harian Metro newspaper.