HUBUNGAN ATRIBUT IKLAN BERSAMBUNG PONDS FLAWLESS WHITE DI TELEVISI DENGAN RESPON PEMIRSA
ABSTRACT: This research aims
to test the relationship of advertisement attribute that is theme, scenario,
endorser, and jingle with audience respons based on Attention, Interest,
Desire, Conviction, and Action (AIDCA) concept. This research focus on
continued advertisement (Pond’s Flawless White). Data collecting conducted by
disseminating questionare. Responder in research represent the girl in
Yogyakarta. The relationship of advertisement attribute that is theme,
scenario, en-dorser and jingle with audience respons was analysed use the
canonical correlation. Result indicate that there are relationship of
advertisement attribute that is theme and endorser with audience respons that
is attention, interest, desire, conviction and action on continued advertisement
(Pond’s Flawless White).
Keywords: advertisement
attribute, audience respons
Penulis: Tony Wijaya
Kode Jurnal: jpmanajemendd090078
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