THE EFFECT OF SEXUAL APPEAL ADVERTISING TO ADVERTISING EFFECTIVENESS IN MANADO
ABSTRACT: Advertising is
very crucial in
marketing. They are
literally everywhere in
the newspapers, magazines, on TV, on billboards, in the
cinema or while surfing the Internet. In marketing campaigns, many techniques
and approaches to attract customers. One of those approaches is sexual appeal.
Sexy advertising can attract attention, increase retention and improve
advertising consumer attitudes toward advertising. Sexual appeals in the media as an
advertising strategy to
inform a product
with the intention
to take the
attention of consumers.
The main objective of
this study is the effect
of sexual appeal
advertising to advertising
effectiveness in Manado. Associative method
is used by
this study with
technique analysis is
multiple regression analysis.
The populations of this study are all people in Manado who ever see
sexual appeal advertising in media and as the sample are
100 people who
live in Manado.
The result of
this study infer
that sexual appeal
advertising have impact to
advertising effectiveness. This study suggests if want to use sexual appeal
in advertising, must be in the right
time and right place because Sexual Appeal in advertising is controversy
issue.
Author: Abdul Wahid Muslim
Journal Code: jpmanajemengg140123
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