BRAND EXPOSURE DAN BRAND RECALL (Studi Tentang Terpaan Iklan Rokok Sampoerna A Mild Terhadap Brand RecallPerokok Mahasiswa Komunikasi FISIP UNS Angkatan Tahun 2007)

Dewi, Astri Dibya (2010) BRAND EXPOSURE DAN BRAND RECALL (Studi Tentang Terpaan Iklan Rokok Sampoerna A Mild Terhadap Brand RecallPerokok Mahasiswa Komunikasi FISIP UNS Angkatan Tahun 2007). Other thesis, Universitas Sebelas Maret.

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    Abstract

    Astri Dibya Dewi, D 0205047. Brand Exposure and Brand Recall (Study of About Advertisement Smoke The Sampoerna A Mild to Brand Recall Smoker of Student of Communications Fisip UNS of Year Generation 2007). 107 Page. The part promotion Advertisement represent. So that to be promotion can reach target and able to influence consumer, promotion able to given circumstantial impression consumer. Circumstantial impression expectedable to improve the brand recall (memory to brand/tagline) high consumer. As for strategy to increase circumstantial impression in advertisement, is oneofthemis used by passing brand exposure. This research target to know the influence of brand exposure (frequency, advertisement slogan, slogan meaning, desain slogan, and slogan excess) to brand recall (memorabilitas) of advertisement the Sampoerna A Mild of among smoker of student of FISIP Generation 2007. This Research type quantitative by subyek is research 30 student of FISIP of Communications of YearGeneration 2007. Research instrument used in this research is quesioner Method analyse the data used in this research statistical analysis use the formula Spearman. Result of inferential research that brand exposure have an effect on to brand recall (positioning) of advertisement smoke the Sampoerna A Mild among smoker of student of FISIP Generation 2007 year 2010, inferential that brand exposure have an effect on to brand recall (positioning) at advertisement smoke the Sampoerna A Mild among smoker student of FISIP Generation 2007. This matter earn knowable passing result test the spearman rank of equal to 0,857 > 0,05. In detail the influence explainable, that is: a) Frequency have an effect on to brand recall because advertisement a product displayed in television progressively is often seen by audience will facilitate the audience to remember the displayed advertisement ( 0,772 > 0,05). b) advertisement Slogan have an effect on to brand recall (0,689 > 0,05). Advertisement slogan have an effect on to brand recall because advertisement a product displayed in television use the brief words, drawing, and catchy by audience. c) slogan meaning have an effect on to brand recall of pursuant to result test the spearman rank ( 0,625 > 0,05). Slogan meaning have an effect on to brand recall of because advertisement a product displayed in television use the brief words, drawing, and catchy by audience. Desain of advertisement slogan have an effect on to brand recall pursuant to result test the spearman rank ( 0,769 > 0,05). Desain Ssogan have an effect on to brand recall because advertisement a product displayed in television because good desain formand arrange the colourwill draw the enthusiasmaudience. d)Excess of advertisement slogan have an effect on to brand recall pursuant to result testthe spearman rank ( 0,864 > 0,05). xiv

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Devi Nurlita Sari
    Date Deposited: 29 Aug 2013 04:54
    Last Modified: 29 Aug 2013 04:54
    URI: https://eprints.uns.ac.id/id/eprint/10850

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