Perspektif Analisis Efektivitas Promosi Pemasaran Iklan Siar Produk Sunsilk Menggunakan Direct Rating Method

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Lihat/Buka File Peer Review

Tanggal

2012-09-10

Abstraksi

Marketing communications are  the mainstay for  every  manufacturer to influence consumers against products that it markets, this  is done there is no  other  word  is to improve mind share to the  public in order   to  increase selling   product. This   is done  because the  aspect  of  remembrance will  create awareness  to  the   end   consumer  purchases  would   take   action  to   a  product  recall.  A1arketing promotions are  often  used  manufacturers to  introduce their  products to  market  is  the  advertising, advertising  has  a  very  powerful force to infomasi, communicate, and  even  affect  the  consumer to the product marketing, media  fisheries have  a very  long way  to reach  consumers is media  such  as radio and   television  broadcasting  .  Advertising  products that   are  advertised  through  the  medium of television broadcasting, the  level  of  effectiveness can  be  analyzed by  using  certain methods. One method  used  to measure the effectiveness of advertising is Direct Rating Method (DRM). Analysis of broadcast product advertising that  will  measure its  effectiveness is  product  Sunsilk version  "cool commercials"  by   using   the  Direct  Rating  Method  (DRM).   Measurement  of   advertising levels effectiveness by  DRM   using  five  variables including  attention 3.82  points,  read throughtness 3.76 point,  cognitive 3.88  points,  affection 3.79  points,  and  behaviour toward  advertising 3.96  points. Bach   variable  will  be  converted to DRA1-scale, until  the  end  of the  process then  the  accumulative conversion into  one  particular value  called  the  effective value  is 76.82 as final  result  analysis. This value is seen.from the scale used is included in either  category.

Kata Kunci: Marketing, Advertising Effectiveness, Direct Rating Method

URI
https://zenodo.org/record/2575120#.XR2DZfZuLIU

Bidang ilmu
E-Commerce

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