Analisis Efektivitas Iklan Televisi “Menu Sarapan Pagi di McDonald’s” pada Mahasiswa Strata-1 Reguler IPB

Abstract

This thesis analyzes one of the ads from McDonald's, which is advertising "Breakfast Menu at McDonald's". The purpose of this study is (1) to measure the brand awareness level of fast food restaurants McDonald's, (2) analyze the effectiveness of television advertising "Menu Breakfast at McDonald's" to communicate information to the students of Bogor Agricultural University, and (3) analyze responses from students of Bogor Agricultural University against television advertising "Breakfast Menu at McDonald's". Data processing was performed using Microsoft Excel 2010, Statistical Package For Social Science (SPSS) 19. Analysis tool used is EPIC Model, Direct Rating Method and Chi-Square test. Based on the analysis, McDonald's has become the brand top of mind, measurement of advertising effectiveness using the EPIC model and the Direct Rating Method shows that the ad included in the category of effective advertising and a good ad. Results of Chi-Square test showed there was no relationship between television advertising viewing behavior and the frequency of visits to McDonald's with a brand top of mind.