PENGARUH EFEKTIVITAS IKLAN TELEVISI YANG DIUKUR DENGAN EPIC MODEL TERHADAP SIKAP PENONTON DI KOTA PEKANBARU (Effect of Television Advertising Efectiveness Based On EPIC Model Toward Audience Attitude At Pekanbaru City)
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Date
2012-12-04
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Abstract
This study aims to analyze the effectiveness of advertising appeal in terms of the EPIC
model and test the effect toward attitude of audience in the city of Pekanbaru. The samples in
this study were 100 men with hair method. Questionnaire was structured in the form of Likert
scale. While the analysis tool used is descriptive analysis and multiple linear regression
analysis.This research result shown that efectivity of television advertising on vitazone
isotonic drink, Agnes Monica version, based on EPIC Model is efective enough, but the
value is not maximum condition. The Empathy value is higher than other variable view. But
all of the variable is classipied in efective enough. Althought the test result, shown that all of
the variable, have significant influence to dependent variable simultanly (F test) and Partial
test (T test)view, shown that all of the variable on EPIC Model have influence to audience
attitude respectively. The relationship of television advertising efectivity with audience
Attitude is midle level. So all of the variabel in EPIC Model is can be a predictor of audience
attitude.
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Keywords
Efectivity, EPIC Model, Audience Attitude