ANALISIS EFEKTIVITAS IKLAN TELEVISI MINUMAN RINGAN COCA-COLA VERSI “BRRR” MENGGUNAKAN MODEL CUSTOMER RESPONSE INDEX (CRI)

Yudi Marga, Winata (2009) ANALISIS EFEKTIVITAS IKLAN TELEVISI MINUMAN RINGAN COCA-COLA VERSI “BRRR” MENGGUNAKAN MODEL CUSTOMER RESPONSE INDEX (CRI). Other thesis, University of Muhammadiyah Malang.

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Abstract

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%

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 11 Jul 2012 02:24
Last Modified: 11 Jul 2012 02:24
URI: http://eprints.umm.ac.id/id/eprint/11807

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