ANALISIS EFEKTIVITAS IKLAN TELEVISI KOPI INSTAN TOP COFFEE ENDORSER ”IWAN FALS” (StudipadaMahasiswa di Kota Malang)
| Main Author: | Setyawan, Iwan |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/20329/1/jiptummpp-gdl-iwansetyaw-34711-1-pendahul-n.pdf http://eprints.umm.ac.id/20329/2/jiptummpp-gdl-iwansetyaw-34711-2-babi.pdf http://eprints.umm.ac.id/20329/3/jiptummpp-gdl-iwansetyaw-34711-3-babii.pdf http://eprints.umm.ac.id/20329/ |
Daftar Isi:
- This study aimed to measure the effectiveness of television advertising endorser Top Coffee instant coffee "Iwan Fals" with Direct Rating Method (DRM) using variables (attention, readthroughness, cognitive, affection, behavior) and the EPIC method using variable (empathy, persuasion, impact, communication). The method used in this study is a survey method. The object of research used in this study were students studying in universities in Malang in the academic year 2013/2014. The data collection technique used was non-probability sampling Convenience sampling technique. Direct Rating Method (DRM) and the EPIC method is an analytical tool that is used to measure the effectiveness of television advertising endorser Top Coffee instant coffee "Iwan Fals". The results of the study of the average total score of respondent opinion on statements that measure the dimensions of attention by 2.91, which was 3.44 readthroughness dimension, the cognitive dimension of affection dimensions of 3.41 by 3.25, and behavioral dimensions of 2.90. Direct Value Rating of 63.64 shows ads in the category of good or effective. While the average total score of respondent opinion on statements that measure the dimensions of empathy results obtained at 3.11, persuasion dimension of 3.31, the dimensions of impact of 3.58, 3.65 dimensional communication. Value Rate at 4.41 this EPIC show ads in the category of effective or better. Based on the overall results of both the analysis tool can be concluded that television advertising endorser Top Coffee instant coffee "Iwan Fals" ad judged good or effective.