ADVERTISING AND

PROMOTION
MARRYBROWN
 The purpose of this assessment is to study about marketing communications in Marrybrown. The aim of
this assignment is to know the communication process in advertising use by Marrybrown. Then, to
investigate the advertising agency which is this company used in the meantime how promotion is
regulated. Besides, to examine the current trends in advertising and promotion including the impact of
ICT.
Marrybrown Sdn Bhd (doing business as Marrybrown) is a Malaysian-based halal-certified fast food
restaurant chain established in 1981. It was the first local fast food chain to franchise its business in
Malaysia with more than 130 restaurants locally. Marrybrown has over 350 international outlets serving fried
chicken, burgers, finger food, desserts, and beverages aside from serving Malaysian local dishes such as
seafood, rice-based products, noodles and porridge. The Malaysian national rice dish, nasi lemak
became the feature list on the menu as 'Nasi Marrybrown'.
 Communication Process in Advertising

Media

Sender Encoding Message Decoding Receiver

Noise

Feedback Response

Sources adapted: https://www.slideshare.net/b.huffman/chapter-2-p-p-t-1687636

 Marrybrown
Sender

Pictures, brand logo

Tagline
Encoding Description

Promotion and discount of the product

Message
Event

Website
Media
Social network

Sources adapted:
https://allevents.in/chennai/kids-carnival-marrybrown
Decoding
When customer
understand about
the advertisement

Receiver
Family
Children
Sources adapted:
https://www.facebook.com/MarrybrownMalaysia/
Feedback
Purchase
Comment

Sources adapted:
https://www.facebook.com/MarrybrownMalaysia/

Noise
Competitors

Sources adapted:
Sources adapted: http://greatideas.people.com/2015/
https://compute.info/tag/marrybrown 01/13/mcdonalds-happy-meal
 Advertiser is the business, person or company that
places advertisements in order to target customers.
Advertiser of Marrybrown is the company itself.

Advertising and promotion agency provide creative

and business service in planning preparing and
placing advertisement.

There are four type of advertisement agency:

1. Full-Service agency
2. Creative Boutique
3. Interactive agency
4. In-House Agency
FULL SERVICE AGENCY
handle all the marketing and advertising aspects of business.
strategic planning, production, creativity, and innovations as well as interactive marketing services
via the internet.
Marrybrown use ONE AP Advertising
For TV Commercial, In Store Menu Boards

Sources adapted: one-ap.com.my

 External Facilitators
Facilitate what marketer dont have
Production facilitator
Example: Studio
Media Organization
Person or entity engaged in disseminating information to
the general public through a newspaper, magazine, other
publication, radio, television, cable television, or other
medium of mass communication.(Dave,2016)
Example: Newspaper Sinar Harian
Malaysian Code of Advertising Practice, Guideline to
Prevent False and Misleading Advertisement

Price

Use of
HALAL
Logo
Picture is just for illustration
Price including 6% GST
MALAYSIAN CODE OF ADVERTISING PRACTICE
2 .Honesty
2.1 Advertisements should not be so framed as to abuse the trust of the consumer or exploit his lack of
experience or knowledge.
GUIDELINE TO PREVENT FAKE OR MISLEASING ADVERTISMENT
4.4 PRICE
4.4.1 For advertisements which state the price of goods or service, the advertiser shall include in the
said advertisement information for any costs or incidental charges which will be imposed on
consumers, including taxes, delivery or handling cost.
4.4.2 If the amount of taxes, duties, fees and other additional charges cannot be calculated in
advanced, the advertiser must ensure the said information is stated clearly in the advertisement, and
easily understood by consumers
6.0 USE OF HALAL LOGO
6.1 No goods or services are allowed to use the Halal logo except with the approval from JAKIM or
MAIN/JAIN or any Certification Bodies recognized by JAKIM.
6.2 Advertisers of food, beverages, goods or services related to food or goods including service
premises that have obtain the Halal certification are encouraged to display the approved Halal logo in
their advertisements.
KOD ETIKA PENYIARAN
3.1.6 Kandungan kekeluargaan : Gambaran nilai-nilai murni dalam sesebuah keluarga.
Contoh : Hormat menghormati Kasih sayang Kemesraan Berbudi bahasa

3.1.7 Kandungan Perpaduan Kaum

Mewujudkan perpaduan, kehormonian, muhibah seperti :
Berbilang kaum
Nilai-nilai murni
Integrasi nasional

Sources adapted: https://www.youtube.com/

 Content made available using different form of
electronic communication through the use of
computer technology

Accessible on any digital device

Containing interactive user feedback and creative
participation.

SOCIAL
NETWORK

BANNER ADS
 Sales Promotion
Process of persuading a potential customer to buy the product.
Sales promotion is designed to be used as a short-term tactic to boost sales
It is also use to promoting new product and engage customer relationship

Voucher Coupon Joint Promotion

Impact Current trend to Marrybrown
Social media will become an essential part of the advertising.
The use of Facebook in Marrybrown
Increase company profit
Sales promotion can attract customer and engage customer relationship
Viral Power
Customer with positive or negative experience will affect company in develop advertisement
More noise
Information sharing is now so simple, the web is getting continuously crowded with more and
more information that is spam or irrelevant.
Impact ICT to Marrybrown
Advertising
Marrybrown are able to promote their
product more effectively
Not restricted by time or any geographical
boundaries
Advertisement and information spread faster
Conclusion
As conclusion, to survive in the competitive world, advertising and promotion
play an important role for business like Marrybrown. I have explain the communication
process of advertising involve in Marrybrown. Then the organization of the advertising
and promotion industry of Marrybrown. Furthermore, I have assess how advertisement
and promotion are regulated by using Malaysian Code of Advetisement Practice,
Guideline to prevent fake or misleading advertisement and Kod Etika Penyiaran. Last
but not least, I have examine the current trends in advertising and promotion in
Marrybrown including the impact of ICT were interpreted.
RECOMMENDATION

ONLINE COUPON, VOUCHER

CLUBCARD

CUSTOMER APPRECIATION EVENT

References
Socha, B. (2016, February 12). New Media Institute. Retrieved July 14, 2017, from New Media:
http://www.newmedia.org/what-is-new-media.html
Dave (2016, July 18). Atypical media organization. Retrieved July 14, 2017, from
http://wpaa.tv/atypical-media-organization/
Lake, L. (2017, April 14). The balance. Retrieved from https://www.thebalance.com/what-is-a-
full-service-advertising-agency-4043811
Joy, M. (2016, July 26). Slideshare. Retrieved from Communication process in advertising:
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=11&cad=rja&uact=8&ve
d=0ahUKEwjj8oPRxI7VAhXEhRoKHZwkBFUQFghWMAo&url=https%3A%2F%2Fwww.slideshare.net%
2FMarielJoyFrancisco%2Fprocess-of-advertising-communication-
process&usg=AFQjCNGk5j3L07E1Ldp6y
Neese, B. (2016, February 15). What Is New Media? Retrieved July 15, 2017, from
http://online.seu.edu/what-is-new-media/
No author (n.d). Retrieve July 13, 2017, from https://www.marrybrown.com/