Analisis Menggunakan Efektifitas Iklan Televisi Pada Downy Softener Anti Bacteria Dengan Menggunakan EPIC Model

Parongko, Maria Vega Imansari (2013) Analisis Menggunakan Efektifitas Iklan Televisi Pada Downy Softener Anti Bacteria Dengan Menggunakan EPIC Model. Other thesis, Sekolah Tinggi Ilmu Ekonomi Musi.

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Abstract

Advertising has a strong potential to promote a product. Protecter and Gambler is one of the largest American companys in the world, which has one subsidiary in Indonesia. Two years ago, P & G Indonesia issued a deodorant and fabric softener products of Downy Softener, namley Ddowny Softener Anti Bacteria and start promoting it through various advertisements on television. Researchers aimed to determine the effectiveness Ad Downy Softener. Therefore, the researchers chose EPIC MODEL as the basis to determine the effectiveness of advertising products. EPIC MODEL consists of four dimensions, namely: Empathy, Persuasion, Impact and Communication. To get maximum results, researchers tried a survey with 100 respondents. SPSS version 17 is used to determine the validity and reliability of the data collected through questionnaires. From the results of questionnaires that have been processed data, the author tries to draw the conclusion that the ads Downy Softener Anti Bacteria using Epic models under study is netral based on the dimensions of empathy, and communication impact. While effective based on the dimensions of persuasion.

Item Type: Thesis (Other)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords: advertising effectiveness, Downy Softener, EPIC MODEL.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 18 Jul 2019 02:03
Last Modified: 18 Jul 2019 02:03
URI: http://eprints.ukmc.ac.id/id/eprint/2901

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