Wisnalmawati, Wisnalmawati and Isworo Ediningsih, Sri (2009) Usia dan Daya Tarik Model yang Dipersepsikan pada Iklan Rokok di Yogyakarta. Karisma, 3 (4). pp. 54-67.
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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 analyzed
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 |
|---|---|
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | DR.MM,DRA WISNALMAWATI WISNALMAWATI |
| Date Deposited: | 25 Feb 2019 08:36 |
| Last Modified: | 25 Feb 2019 08:41 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/18410 |
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