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The Comparative Of Advertising Effectiveness Between Tv Advertising And Digital Advertising Using AIDA

Skripsi, 022 / 2018 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2018-10-24 15:41:27
By : Rahma Luthfi Wilujeng - 145264025 (rahmaluthfiw@gmail.com)
Created : 2018-10-24, with 4 files

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

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Description Alternative :

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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PropertyValue
Publisher IDJBPTPPOLBAN
Organization
Contact NameErlin Arvelina
AddressJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
CityBandung
RegionJawa Barat
CountryIndonesia
Phone022 201 3789 ext. 168, 169, 239
Fax022 201 3889
Administrator E-mailerlin.arvelina@polban.ac.id
CKO E-mailerlin.arvelina@polban.ac.id

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  • Supervisor: Nono Wibisono, S.E., M.Sc., Ph.D., Editor: Erlin Arvelina

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