ANALISIS EFEKTIVITAS IKLAN TELEVISI MINUMAN RINGAN COCA-COLA VERSI “BRRR” MENGGUNAKAN MODEL CUSTOMER RESPONSE INDEX (CRI)
| Main Author: | Yudi Marga, Winata |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2009
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/11807/1/ANALISIS_EFEKTIVITAS_IKLAN_TELEVISI_MINUMAN_RINGAN_COCA.pdf http://eprints.umm.ac.id/11807/ |
Daftar Isi:
- The goals of this research were measure and analyze the coca-cola softdrink television advertisement “BRRR” version effectiveness at S-1 student Muhammadiyah Malang University , using communications impact approach to know consumer response of advertisement. Consumer response which we check covered variable Awareness (awareness to brand), Comprehend (consumer understanding of advertisement content), Interest (consumer interest to product), Intentions (enthusiasm to buy), and Action (consumer purchasing in reality) by using Customer Response Index Model (CRI). From measurement and research, is obtained result of multiplication variabel Customer Response Index Model (CRI) the coca-cola softdrink television advertisement “BRRR” version campaign effective because the percentage of customer response index (CRI) which 54.98%