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Skripsi, 022 / 2018 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2018-10-24 15:41:27
Oleh : Rahma Luthfi Wilujeng - 145264025 (rahmaluthfiw@gmail.com)
Dibuat : 2018-10-24, dengan 4 file

Keyword : Advertising Effectiveness, Digital Advertising, TV Advertising, AIDA, AIDA Model

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Deskripsi Alternatif :

Advertising is one of effective strategies for communicating the product to the customers. Advertising eases the company to provide its customers information about the product. Advertising also becomes important role in today's competition. This study aims to compare the effectiveness of advertising and see if there are differences in two different media: digital media (Social media, Youtube, website, etc.) and TV. For this purpose, the AIDA model was employed as the basis for comparison. This study uses questionnaire methodology to collect data. Total respondents who participated were 257 for TV respondents and 201 for Digital media and using Purposive Sampling technique. The result of this research is the difference between respondent's desire and action on digital media and TV. The average value of attention, interest, desire and action is higher on digital media than on TV. This can be of more concern to advertisers for the effectiveness of their advertising. Keywords: Advertising Effectiveness, Digital Advertising, TV Advertising, AIDA, AIDA Model.

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