Analisis Efektivitas iklan Komparatif: Industri Minuman dalam botol  

Oleh:

Yusuf, M. Anisaa ; Afiff, Adi Zakaria

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. XXXVI no. 02 (2007), page 10-19.
Topik: Comparative advertising; attitude toward the brand

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.28 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Comparative advertising is often used in the United States of America but not often found in Asia. One reason often used to explain this phenomenon is that comparative advertising contradicts to the Asian culture that emphasis more on social harmony and avoids direct confrontation. However, in Indonesia there seems to be an increase in comparative advertising usage within the last few years. This development drives this study that uses an experimental design method to see whether comparative advertising provides a better change in consumer attitude or mot. To support the experiment, beverage brand in Indonesia. Result of this study shows that, using an Attitude-Toward-The-Ad-Model, the usage of comparative of brand and attitude toward the brand than the non comparative advertising.

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