| dc.description.abstract | Marketing communications is very important to introduce the presence of an organic fertilizer product Greenadia to consumers. The purpose of this study was describe the characteristics of consumers, exposure to implementate of marketing communications and marketing communications effectiveness, the analyzing of the relationship between consumer characteristics with the effectiveness of marketing communications Greenadia organic fertilizer, and the analyze of the relationship between the effectiveness of marketing communications with the exposure to implementate of marketing communications Greenadia organic fertilizer. The method was used in this research is a quantitative survey supported by qualitative approaches. The results were obtained by the consumer characteristics such as age, gender, income level associated with affective aspects contained in the marketing communication effectiveness. Meanwhile, the exposure to implementation of marketing communications such as frequency of delivery of messages related to cognitive aspects and conation, and a variety of AIDA messages related to affective aspects | en |
