Analisis efektivitas iklan es krim Walls Magnum Gold?! "the greatest heist in history" pada mahasiswa strata-1 Institut Pertanian Bogor

Abstract

This research aims to: (1) determine the level of brand awareness on Walls Magnum Gold?! Advertisement; (2) Analyze the effectiveness of television advertising "Magnum Gold ?! The Greatest Heist in history "; (3) Analyze the impact of advertising effectiveness Magnum Gold?! through the medium of television as measured by the Direct Rating Method (DRM) as apurchasing decision for students in IPB Bogor Agricultural University. The primary data of this research is based on an online questionnaire distributed to the respondents via e-mail. The method of sampling used in this study is non-probability sampling technique with a convenience method. Results of thebrand awareness shows: the Magnum brand ranked second in top of mind after the Walls brand, brand recall placed the Magnum brand sixth, and brand recognition for Magnum got 100%. From the results of the EPIC model analysis tool Magnum Gold ?! adis within the effective category with a value of 3.67. The results of DRM (Direct Rate Method) tool analysis the Magnum Gold ?!adscategorized as “good ad” by the value of 71.56.