Wisnalmawati, Wisnalmawati and Ediningsih, Sri Isworo (2009) Usia dan Daya Tarik Model yang Dipersepsikan pada Iklan Rokok di Yogyakarta. Jurnal Kajian & Riset Manajemen "Karisma", 4 (1). pp. 54-67. ISSN 1978-404X
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12. Wisnalmawati, Ediningsih. 2009. Usia dan Daya Tarik_lengkap.pdf Download (2MB) | Preview |
Abstract
The study investigated different perception of average age group of consumer about advertisement message of five cigarette brands, correlation between perceived age of model and advertisement targeting on magazine and youth generation, and attractiveness differences of average age group of model in cigarette advertisements. Using purposive sampling technique, 100 respondents of the study were selected among new students, students and employees of Faculty of Economic UPN “Veteran” Yogyakarta who had ever seen cigarette advertisements and had ever consumed the cigarettes of Djarum Super, Marlboro, Mezzo, Gudang Garam Merah and Star Mild. Data was collected with questionnaire and analysed using Anova, Chi Square And Mann Whitney Test. The result showed that there was not different perception of average age group of consumer about advertisement message of four cigarette brands (Marlboro, Mezzo, Gudang Garam Merah and Star Mild) and there was differences in Djarum Super. There was no differences of image message of advertisement contents of the cigarette based on group of consumer age in Marlboro and Mezzo, and there was differences in Djarum Super, Gudang Garam Merah, and Star Mild. There was no correlation between perceived age of model and advertisement targeting on magazine and youth generation. There was no attractiveness differences of average age group of model in cigarette advertisements. Keywords: age, message, targeting, advertising attractiveness.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | age, message, targeting, advertising attractiveness |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Dra. M.M Sri Isworo Ediningsih |
| Date Deposited: | 21 Jan 2022 07:49 |
| Last Modified: | 21 Jan 2022 07:49 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/27852 |
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