Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar

Malaysian films are tearing down barriers and jumping through hurdles to attain the finest in order to meet worldwide standards, but the effort has never been recognized or acknowledged by the local audience. The most important element for the film industry to achieve globalization is local support....

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Main Author:	Mustafar, Siti Zulaikha Safiyah
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Market segmentation Target marketing Malaysia Motion picture industry
Online Access:	https://ir.uitm.edu.my/id/eprint/64063/1/64063.pdf
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id	my-uitm-ir.64063
record_format	uketd_dc
spelling	my-uitm-ir.640632022-07-25T16:36:50Z Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar 2022 Mustafar, Siti Zulaikha Safiyah Market segmentation. Target marketing Malaysia Motion picture industry Malaysian films are tearing down barriers and jumping through hurdles to attain the finest in order to meet worldwide standards, but the effort has never been recognized or acknowledged by the local audience. The most important element for the film industry to achieve globalization is local support. Getting sufficient support is easier said than done as the industry itself is struggling within the South East Asian region such as countries like Thailand, Indonesia, and Singapore. Therefore, in order to garner more audience inside the country, several of the most well-known films should be reintroduced to raise their awareness of the local film industry’s caliber. This research aims to analyze creative methods of celebrating the most renowned Malaysian films through substantial means and also to evaluate Malaysians’ appreciation towards the local film industry. To investigate the appreciation and knowledge of local films among Malaysians and their opinions on utilizing illustration in a marketing campaign, an online questionnaire was distributed to the selected population using a link. The results indicate that despite their beliefs in the importance of appreciating and preserving local films, Malaysians are reluctant in giving out their full support due to the substandard quality of the film production. Furthermore, they are of the opinion that using illustrations for a marketing campaign could be seen as a unique and fresh outlook for these existing films as they have already partially established their presence in the market. The film industry and production companies must first focus on winning local support by making films that are worth viewing and then putting utmost effort into effectively promoting the movie. In the long term, the success of local films may not only help the economy, but it may also help to promote and maintain the country's important culture and tradition. 2022 Thesis https://ir.uitm.edu.my/id/eprint/64063/ https://ir.uitm.edu.my/id/eprint/64063/1/64063.pdf text en public degree Universiti Teknologi MARA, Melaka Faculty of Art and Design
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Market segmentation Target marketing Malaysia Motion picture industry
spellingShingle	Market segmentation Target marketing Malaysia Motion picture industry Mustafar, Siti Zulaikha Safiyah Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar
description	Malaysian films are tearing down barriers and jumping through hurdles to attain the finest in order to meet worldwide standards, but the effort has never been recognized or acknowledged by the local audience. The most important element for the film industry to achieve globalization is local support. Getting sufficient support is easier said than done as the industry itself is struggling within the South East Asian region such as countries like Thailand, Indonesia, and Singapore. Therefore, in order to garner more audience inside the country, several of the most well-known films should be reintroduced to raise their awareness of the local film industry’s caliber. This research aims to analyze creative methods of celebrating the most renowned Malaysian films through substantial means and also to evaluate Malaysians’ appreciation towards the local film industry. To investigate the appreciation and knowledge of local films among Malaysians and their opinions on utilizing illustration in a marketing campaign, an online questionnaire was distributed to the selected population using a link. The results indicate that despite their beliefs in the importance of appreciating and preserving local films, Malaysians are reluctant in giving out their full support due to the substandard quality of the film production. Furthermore, they are of the opinion that using illustrations for a marketing campaign could be seen as a unique and fresh outlook for these existing films as they have already partially established their presence in the market. The film industry and production companies must first focus on winning local support by making films that are worth viewing and then putting utmost effort into effectively promoting the movie. In the long term, the success of local films may not only help the economy, but it may also help to promote and maintain the country's important culture and tradition.
format	Thesis
qualification_level	Bachelor degree
author	Mustafar, Siti Zulaikha Safiyah
author_facet	Mustafar, Siti Zulaikha Safiyah
author_sort	Mustafar, Siti Zulaikha Safiyah
title	Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar
title_short	Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar
title_full	Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar
title_fullStr	Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar
title_full_unstemmed	Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar
title_sort	commemorating iconic malaysian film through creative marketing campaign / siti zulaikha safiyah mustafar
granting_institution	Universiti Teknologi MARA, Melaka
granting_department	Faculty of Art and Design
publishDate	2022
url	https://ir.uitm.edu.my/id/eprint/64063/1/64063.pdf
_version_	1783735392095174656

Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar

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