Efektivitas komunikasi iklan susu berkalsium tinggi di televisi dan hubungannya dengan perilaku pembelian (kasus ibu rumah tangga di perumahan wisma harapan I Cimanggis, Depok)

Abstract

High calcium milk advertisement on television effectiveness is how far the consumer exposure towards the television advertisement on their buying bahaviour. The objectives of the research were to find out : 1) the quality of high calcium milk TV advertisement. 2) responden's selective exposure towards high calcium milk advertisement, 3) high calcium milk buying behaviour, 4) relationship between advertisement quality and respondent's selective exposure of high calcium milk advertisement on TV, 5) relationship between respondent selective exposure towards high calcium milk advertisement on TV and their buying behaviour.