COLLEGE OF CREATIVE ARTS (CCA)

UNIVERSITI TEKNOLOGI MARA (UITM)

COURSE CODE / NAME:

FFM 242 – PROMOTION AND PUBLICITY
LECTURER:
MADAM DARLINA BINTI BAHARUDDIN

TITLE OF ASSIGNMENT:
GROUP ASSIGNMENT – RESEARCH ON THE FUNCTIONS AND
RESPONSIBILITIES OF PROMOTION AND PUBLICITY TEAM OR PERSON IN A
COMPANY – TO INTERVIEW THE INDUSTRY PLAYER

GROUP MEMBER & STUDENT ID:

NUR ALIA NAZIRAH BINTI MOHD NAZRI (2021116635)
NUR SHAZLEEN ELLYANA BINTI MOHD ALI (2021116755)
SITI RUZANA BINTI ROSELY (2021105905)
MOHAMAD NAIM BIN MOHAMAD NIZAM (2021104441)
MUHAMMAD SHAHAZREL BIN AZMAN (2021126619)

PROGRAM/GROUP:
CAFF1144A / GROUP 4

DATE OF SUBMISSION:
27 DECEMBER 2022

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TABLE OF CONTENT
NO. CONTENT PAGES

1. - INTRODUCTION OF MR. AMIER HAMZAH 1-5

- INTRODUCTION OF COMPANY

2. THE 4 PS
- PRODUCT 6 – 13
- PLACE
- PRICE
- PROMOTION

3. CONCLUSION 14

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INTRODUCTION OF ENCIK AMIER HAMZAH
Mr. Amier Hamzah Bin Hashim who is 45 years old. He has more than 25 years of experience
in the field of animation starting from Usop Sontorian in 1994. He received direct training from
Kamn Ismail who is one of Tanahair's Animation Directors. He was also involved in over 500
episodes of local animation series including Usop Sontorian, Keluang Man, Kumang, Lagenda
Kinabalu, Scenario Toons and many more. This production is still actively producing animation
for RTM children's programs through the Graphics Unit and TV Public Affairs Unit. Experienced
in producing animation for RTM-ABU Exchange Program in China 2007 and last in 2011. His
latest project is the TV program ‘Ustaz Kartun & Robo Jim’ and SUPERHERO- Super Days (Days
Clothing Center).

Amier Hamzah Hashim / ibnukaduk aspired to be a cartoonist, starting his career by sending
cartoon manuscripts to local publishers such as Ruangan Mekar Sejambak, Gila-Gila, Jenaka,
Gelihati and Gelagat Magazine, started his career as an animator in the production of the First
Animated Cartoon Series produced locally, Usop Sontorian in early 1994 at Kharisma Pictures
Sdn. Bhd. In June 1997 with the Animation Director Mr. Kamn Ismail and 15 other animators
started animation operations at UAS Animation Studios to publish KELUANG MAN Animation.
In March 2001 appointed as Assistant Director of Animation at Quest Animations (M) Sdn. Bhd.
Quest Animations continues to produce local animations such as Keluarga Che Nat, Toman 1,
Kumang (Legend of Serawak), Lagenda Kinabalu, Pusaka (Cerita Rakyat), Pejuang and many
more that have filled TV1, RTM broadcast slots around 2001-2007. As a result, Che'nat won 3rd
place at the OIC Film Festival in Tehran, Iran in 2003. The animated series Kumang also won the
best place in the animation category at FFM 2004, and at the Sri Angkasa Awards in the same
year. While Legend of Kinabalu was crowned as the Best Animation at the Sri Angkasa Awards
in 2005. After 15 years of being involved in the field of animation in the country with Versatile
Animation Director and Productive Mr. Kamn Ismail, in 2008, Amier together with some friends
opened his own production that is Homework Studio. Next in 2012 established ANITHINK
STUDIOS SDN. Ltd. Actively writing a blog: www.ameirhamzahhashim. blogspot.com Aku,
Usop Sontorian, Keluang Man & Kawan – kawan.

In addition, he became the President of the Malaysian Animation Association (ANIMAS) from
2016 until now. While he has been a member of the NOSS (National Occupation Skill Standard-

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JPK) Development Panel for the field of Multimedia and Animation. Next, become a Member of
the Animation Feature Film Fund Appraisal Panel. In addition, he has also been a FINAS Industry
Advisory Panel (MQA/ IKB Kuala Lumpur / Politeknik / Perdatech Pulau Pinang.

Among Mr. Amier Hamzah's achievements is that he once won 3rd place in the Islamic Nation
Film Festival (Tehran 2003) which is the Che Nat Animation Series. In addition, the second
achievement is the Best Animated Film of FFM 2004 which is Kumansi Animation Telemovie.
Next, the third achievement is the Best Animation Series which is the Sri Angkasa Award 2004 in
the animation series Kumang Legenda Sarawak. The last achievement is the Best Animation Series
which is the Sri Angkasa Award 2005 in the animation series Legenda Kinabalu.

CAREER

2019-present - Director (ANITHINK CONSULTANT SDN BHD)

2012-2019 - Animation Director (Homework Space Studio)

- Animasi Islam dan Pemuliharaan Alam Sekitar bersama WWF Malaysia dan Ustaz Don.

June 2008-2012 - Director / Manager (Homework Studio)

- Animation Asia Broadcast United (ABU) Exchange Programm-Jepun

- Rancangan Kanak-Kanak RTM (Lavakids 1,2 dan 3) Cerita Acik / Rancangan ALONG,
RTM 39 episod
- Animasi Diabetes (Jabatan Kesihatan Awam Malaysia)
- Segmen Animasi Krayon TV2
- Animasi Penyediaan & Kesihatan Makanan Di Restoren (JKNN9)
- Pendidikan Keselamatan Pekerjaan Animasi (NIOSH)

2001- May 2008 Assistant Animation Director (Quest Animations (M) Sdn. Bhd.)

- Chenat/Toman 1/Kumang / Lagenda Kinabalu / Puasaka/Pejuang/

- Rancangan Kanak-Kanak RTM (That's Cool)

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2000-2001 - Assistant Animation Director (UAS Animations S/B)

- Keluang Man (2 siri - 26 episod)

1997-2000 Chief Cleanup Artist (UAS Animations Studios S/B

- Keluang Man (2 siri - 26 episod)

1996-1997 Clean-Up Artist (Kharisma Pictures) - Usop Sontorian

1995-1996 Animator (Kharisma Pictures Sdn. Bhd) - Usop Sontorian

INTRODUCTION OF COMPANY
Anithink Consultant (previously Homework Studio) is a professional animation production
house, graphic design studio and digital printing and supplier of souvenir products based on local
cartoons. Homework Studio Established in 2001 until 2019 registered under the new name
ANITHINK CONSULTANT SDN BHD. Anithink Studios was established in 2007 under the
name Homework Studio. Later, this company changed their company name in 2012 to the name
of Anithink Studios, but their company name was changed again to the name of Anithink
Consultant Sdn Bhd in 2019. The name of the company was changed because of the business basis
of wanting to provide space and opportunities in the field of training, but their original function of
animation continues. Intending to expand the scope and diversify animation publishing activities
and multimedia presentations in line with the increase in the consumption of multimedia products
and the local IT market.

Animation is a very popular medium at all ages and its acceptance transcends racial boundaries.
Through animation, various messages can be highlighted more effectively. Realizing this fact,
Anithink Consultant also intends to play a wider role as a main player in the animation industry.
Anithink Consultant was founded by several local animation employees with almost 20 years of
experience in the field of animation since the publication of Usop Sontorian, Keluang Man, Che'
Nat, Kumang, Lagenda Kinabalu, Series Pejuang and others. The animated series has and has
received various awards and has become a favorite of fans and viewers to this day.

In line with that, since its establishment it has supplied various forms, types and contents of
multimedia animation and graphics to customers including RTM's internal publishing units, the

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Ministry of Health through the Disease Control Division, Putrajaya, College of Nursing and other
government agencies, and private parties that another.

SERVICES ANITHINK CONSULTANT SDN BHD PROVIDES

a) ANIMATION 2D AND 3D

1. Animated Character Design

2. Story Preparation / Publishing Concept / Script - Storyboard Preparation / Story Processing
3. Animations 2D & 3D
4. Special Effects Design / Vfx
5. Background Drawing Design & Lay Out
6. Postproduction
7. Theme Music and Sound Effects - Educational animation DVD release
8. Voice Talent / Dubbers / Voice Recording

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b) COMPUTER GRAPHIC DESIGN

1. Flyer / Brochure / Book / Banner/Backdrops design

2. Corporate Logo & ID Design
3. Icon / Mascot Design

c) DIGITAL PRINTING

d) SOUVENIR PRODUCTS / SPIN OF

e) ANIMATION TRAINING CENTER

f) MULTIMEDIA VIDEO PUBLISHING

g) COMIC PUBLISHING AND KELUANG MAN MAGAZINE

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THE 4 PS
PRODUCT
Our group has decided on an animated cartoon series 'Ustaz Kartun & Robo Jim' which teaches
children to read the Quran, draw and memorize the verses of the Quran. This cartoon series was
shown repeatedly on Alhijrah tv and was invited to make cartoon workshops 'Ustaz Kartun &
Robo Jim' in hundreds of schools throughout Malaysia. In addition, the product that this company
does is make samples before being broadcast on television stations. They have made this cartoon
workshop 'Ustaz Kartun & Robo Jim' physically by going to mosques and schools to organize
programs and friends.

In addition, the cartoon show 'Ustaz Kartun & Robo Jim' is a cartoon that teaches drawing and
has various songs. This cartoon also has many different series and songs in each episode. This
cartoon also teaches children to learn and memorize in an easy way, even when this cartoon has
various songs in each series, it will make it easier for children to memorize because most children
like songs when they want to learn something. Next, this cartoon also features a teacher who is not
made into animation but made into a human while in the cartoon, even his students are made into
animation. It's something interesting that not many animation companies do because it has two
different cons. The process carried out for the animated cartoon series 'Ustaz Kartun & Robo Jim'
took 6 months to complete only 13 episodes that had been set.

At first, they filmed in a school and the tv asked them to make modifications to the studio to
film to facilitate the work because the program was made during a pandemic and the number of
workers involved had to be reduced. For this cartoon is shown on Saturday and Sunday at 5.00 pm
which is broadcast on Alhijrah tv. This program is also shown simultaneously on unifi tv, astro,
live streaming Alhijrah, njoi and free viewing suitable for the whole family to watch. In addition,
'Ustaz Kartun & Robo Jim' is supported by the Ministry of Communications and Multimedia
Malaysia and Finas. The sweetest memory for the cartoon products 'Ustaz Kartun & Robo Jim' is
that they have just received the Best Children's Performance Award which is the Seri Angkasa
Award from the Malaysian Minister of Communications and Multimedia. This is the highest
achievement for their cartoon products.

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7
 PLACE
Anithink Consultant located in Petaling Jaya Selangor. Their main project is ‘Ustaz Kartun &
Robo Jim’ which teaches children to read the Qur'an, draw, memorize verses of the Qur'an and
teach Jawi. After that, they also brought the cartoon ‘Ustaz Kartun & Robo Jim’ to the physical
programs which means rote drawing courses. Anithink Consultant also takes Ustaz to mosques
and schools. They also expanded their business from animation, drawing courses and book
publishing. Next, Anithink Consultant was also invited to create a cartoon master workshop. In
addition, for those who participate in the workshop will also be given a book, so they already have
a target audience and already have their own buyers.

Beyond that, Anithink Consultant also participated in the National Independence Day parade
to show the company in the mainstream of business. However, Anithink Consultant also uses
guerilla marketing as the main thing to promote the books they have published through comic
fiesta and the Selangor book festival. They have also participated in all the book fairs in Malaysia
to promote their books and animations. Furthermore, in addition to selling through physical
Anithink Consultants also use the Facebook & Shopee application as a place for them to sell books.

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 PRICE
Price is the monetary value given to a product or service, and it is the result of a complex
combination of calculations, research and understanding, as well as the ability to take risks and the
process of determining how much profit will be made. Segments, capabilities, market conditions,
competitor actions and input costs are all factors in pricing strategy. It is aimed at specific groups
of customers and competitors. This animated series when shown in cinemas or on TV it will be
the most adapted animation shown in cinemas compared to normal films, but to produce this film
or animated series takes a very long time until a year or two can be shown. The estimated capital
to produce this animation series reached hundreds of thousands but the profit earned by the
animation series did not get a commensurate return on capital as produced by the animation
production because the animation production had to give half of the profit to the TV show
company.

We recently interviewed a company that makes animation, advertising, printing, and graphics,
which is Anithink Consultant Sdn. Bhd. In the interview, we have asked some of the works that
Anithink Consultants have done before. For example, the animation work they have done is
‘Project R Series’ (2D Animation) which is shown in tv animation and ‘Ustaz Kartun & Robo Jim’
(3D Animation) is categorized as a tv program, and this animation is shown on Alhijrah tv.

In addition, we have also asked some questions about the price to create an animation that will
be broadcast in a tv show and the Anithink Consultant told us about their animation that was shown
on Alhijrah tv entitled ‘Ustaz Kartun & Robo Jim’. Anithink Consultant told us the price paid from
the tv show to Anithink Consultant was RM 24,000.00 for 1 episode and this ‘Ustaz Kartun &
Robo Jim’ animation has 13 episodes and 25 minutes for 1 episode. With this, ‘Ustaz Kartun &
Robo Jim’ animation has cost as much as RM 312,000.00 for the entire production of ‘Ustaz
Kartun & Robo Jim’ animation.

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 Besides that, we also asked Anithink Consultant about the other costs they incur apart from
making animations. In addition, Anithink Consultants not only make animated cartoons, but they
also produce books to promote their works. Anithink Consultant has released the ‘Ustaz Kartun &
Robo Jim’ book which has 6 series. Anithink Consultant sells 1 book at a price of RM 20.00, and
the buyer also has the option to buy 1 book only or buy 1 direct set containing 6 books. Anithink
Consultant will participate in book fairs that will take place throughout Malaysia. Anithink
Consultants will sell their books at book fairs they participate in.

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 PROMOTION
Cartoon 'Ustaz Kartun & Robo Jim' is promoted online and offline. For offline promotion, they
market these animated cartoon series to television broadcasts at a set time and get paid from the
TV station because their company enters into a contractual agreement to air the cartoons at a set
time. So, their company is not in a hurry to market this product quickly because they have made a
contractual agreement. Because the cartoon is marketed on tv, it doesn't depend too much on the
viewing value.

Next, the way they promote the product is by organizing religious training programs such as
bringing cartoon Ustaz to physical programs and courses at mosques and schools. They are also
involved with NGOs and do a lot of community event programs. They have participated in the
Independence Day celebration program as well as participating in the parade showing the
mainstream. In addition, they also make promotions by registering products at book fairs to sell
published books to the public, which is the Selangor book fair event. They publish several books
to be used as reading materials for each episode of this animated series and they have published
six types of reading books. Each type of reading book they release as many as 1000 book
manuscripts that have been produced, so for the total number of all series, it amounts to 6000 book
manuscripts.

Next, online is that they have started to be more active on Facebook, TikTok and YouTube to
promote ‘Ustaz Kartun & Robo Jim’ animated cartoon series. Although less successful, but they
never give up on improving the products they produce. Because of that, they increase the way of
promotion offline because they are more comfortable and skilled in promoting it that way.
However, they also still have a lot of shortcomings in terms of promoting online because their
companies are familiar with the method of promoting offline. This is because, their company has
been established for a long time, so they are familiar with the old style or way.

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CONCLUSION
We as a group have interviewed Mr. Amier Hamzah Hashim regarding the animation we have
chosen which is ‘Ustaz Kartun & Robo Jim’ animation which has just been shown on TV Alhijrah.
We asked Mr. Amier a lot about how he promotes animation and so on. Based on the interview,
we have gained a lot of information and knowledge about ‘Ustaz Kartun & Robo Jim’. In addition,
Mr. Amier gave us a lot of information about how the animation was produced. In addition, he
also told us that the animation aims to teach young people how to study.

To know about the marketing tactics used by this animation company are place, price, product,
and promotion. Not only that, but we can also know more about the background of the
establishment of this animation company, and we can also find out the success that has been
achieved in this animation company if it ventures into the field of animation and we can also find
out the challenges and obstacles that have been faced during running ‘Ustaz Kartun & Robo Jim’,
is not an easy thing. To create something animation it must meet the needs of the audience, and
the economic situation also plays an important role, so we must know the tactics and care in every
aspect when do something

Conclusion, Mr. Amier also said, if we want to make something we must ask for the views of our
friends so that if there is a mistake there will be a correction because this animation idea is an idea
shared by Mr. Amier and his friends. Next, we hope that the world of animation will continue to
grow and develop because animation is something very interesting for all children and for
teenagers out there. And we also hope that the field of animation in this industry can thrive with a
variety of animated cartoons for all people regardless of age and race.

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