Advertisement In Samsung Electronics And Apple, Inc.

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Recommended: Effect of advertising on consumer behaviour

1.1 Research Background
According to Ahmed & Talaat (2009), advertising is a way to introduce new products or new idea to mass audiences. Successful Internet advertisement is a powerful tool to communicate with young generations and can guide their attitudes. Advertisement can create trend and influence general thinking of the public. They suggested that advertisement is an influential way in communicating to public about corporate branding and product positioning as it can change people perception and attitude towards the brand and the company.
Mohammed & Alkubise (2012) found out that online advertising with global reach, variety media platforms and interactive services has increase the effectiveness of advertisement in attract people …show more content…

Vergara, 2012) Both of these brands have the highest buying rate of their smart phones in the international world.
Ahmed & Talaat (2007) found out that social advertisement can change public behavior and attitudes. When the advertisement is about to sell products or services, it can create audience's desire to act towards the advertisement. It leads to the sales and profit of the company.
Brand awareness should be an important goal of the marketing communications efforts of a firm as it has a number of important functions. It is widely acknowledged that without brand awareness occurring, brand attitude and brand image cannot be formed (Emma Macdonald & Byron Sharp, 1996). William Chitty, Nigel Barker, Michael Valos, Terence A. Shimp (2012), describe brand awareness present to whether a brand name comes to mind when consumers think about a particular product category and the ease with which that name is aroused. For example, when we think about toothpaste, which brands come to mind first? Colgate and Darlie probably will first come to mind because those brands are market share leaders. Brand awareness occurred on smart phone as well. Lately, Apple and Samsung smart phone are having the biggest market share in the …show more content…

Secondly, future researchers or smart phone companies in Malaysia are able to refer to this study to understand more regarding about what young adults in Malaysia think, how to trigger their purchase intention and increase the sales among the young generations in Malaysia. Therefore, the movement of motivation can be among improving to adopt the smart phone among young adults in Malaysia.
According to Brummans, 2006, the more the innovation is perceived to be consistent with existing procedures, belief and value systems, the greater the chances are for its adoption (Brummans, 2006). Besides that, the researcher also feel that this study can be benefit the smart phone developers on understanding how does the young adults to purchase the products via their knowledge, past experience of using similar products, product value, needs and so on. Consumers will definitely have a positive perception towards the products as the smart phone developers able to fulfill and satisfied the market demand, as the products is giving a lot of

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