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VOLUME I Edisi 2 , Oktober 2007
PERSEPSI KONSUMEN TERHADAP IKLAN PASTA GIGI PEPSODENT DI TELEVISI DITINJAU DARI FAKTOR-FAKTOR INTENSITAS, DURASI, DISKRIMINASI, EKSPOSUR DAN RELEVANSI |
Fakultas Ekonomi Universitas Kristen Immanuel (UKRIM), Yogyakarta |
Advertising represents the activity conducted by company in communicating its product to consumer. Advertisement now has been viewed as source of information, entertainment and effective business of communications media. Television represents the media owning a wide reach, because it emphasizes at two senses that is eyesight (visual) and hearing (audio). Looking at one blow hearing, expected by a consumer will be interested in the advertised product, so that reached the intention of the advertisement. Therefore television owns the strong ability to influence the target perception. There is a lot of advertisement which appear in the television everyday, this matter can be met in each advertisement displaying. But there is various different perceptions among consumers to an advertisement. This matter because of some factor among other things: intensity factor, duration, discrimination, exposure and relevance. For that advertisers always try how to create an advertisement giving circumstantial impression in consumer |
perception, advertisement, intensity, duration, discrimination, exposure, relevance |
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