Analisis Efektivitas Iklan Awas Cat Basah Avian di Toko Harapan Sejati

Abstract

Competition in the business world is getting tougher as more companies that are using marketing strategies through advertising. PT Avia Avian has been impleted television advertising as one of its marketing strategy. The objectives of this research are to: 1) Understand the brand awareness of Avian Synthetic , 2) Analyze the effectiveness and strength of Advertising Avian Synthetic “Awas Cat Basah Version”, and 3) Analyze the most dominant factor in Ad Avian Synthetic in affect consumer behavior. The analytical tools which were employed in this research are Brand Awareness, EPIC Method, Direct Rating Method, and Factor Analysis. The results of this research show that Avian Synthetic Advertising “Awas Cat Basah Version” is an effective advertising and also a good advertising. The Avian Synthetic advertising is an ads that attracts the attention of consumers and favored by consumers; however based on the factor attitude towards the ad, the ad shows a little affect to the behavior of consumers to make purchasing decisions