Manajemen Bisnis
Vol 4, No 1 (2014): April

ANALISIS EFEKTIVITAS IKLAN TELEVISI KOPI INSTAN TOP COFFEE ENDORSER ”IWAN FALS”

Setyawan, Iwan (Unknown)

Article Info

Publish Date
26 Jan 2018

Abstract

This study aims to measure the effectiveness of television advertising endorser Top Coffee "Iwan Fals". The method used Direct Rating Method (DRM) and EPIC. Type of this study is a survey. The objects are students of universities in Malang. The data collection technique is non-probability sampling with convenience sampling technique. Direct Rating Method (DRM) and the EPIC methods are analytical tools to measure the effectiveness of television advertising endorser Top Coffee "Iwan Fals".  The result of Direct Rating Method indicates that ads endorser has a good category, and EPIC result shows that ads endorser is more effective. Based on the overall results from both analysis can be concluded that television advertising endorser Top Coffee "Iwan Fals" is good and effective. Keywords: Effectiveness, Direct Rating Method, Method EPIC

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Journal Info
Manajemen Bisnis
Website

Abbrev

jmb

Publisher

Universitas Muhammadiyah Malang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Manajemen Bisnis (MB) is published by the Department of Management, Faculty of Economics and Business, Muhammadiyah Malang University in 2011. In December 2018, JMB has got online ISSN for articles that publish started from Volume 9 No. 1, April 2019. Star from Volume 9 No. 2 JMB has been accredited ...