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The quasi experimental study of the influence of advertising creativity and exposure intensity toward buying action with aida approach

Independent Journal of Management & Production

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Title The quasi experimental study of the influence of advertising creativity and exposure intensity toward buying action with aida approach
 
Creator Budiawan, Ramdan Dede
Satria, Arif
Simanjuntak, Megawati
 
Subject —
Advertising Creativity; Advertising Exposure Intensity; Attention; Interest; Desire; Action.
 
Description Advertisement is one of marketing communication forms made by companies to reach sales goal of certain product. Advertising creativity is one of important factors that determines the success of television advertisement, beside that the exposure intensity also be determining factor to make the television advertisement get attention from spectators. To measure the spectators response toward advertisement in this research, the researcher used AIDA model. AIDA (attention, interest, desire, action) model is one of popular response hierarchy models for marketer as guidance to implement the marketing communication activities. The thesis analyzes the influence of advertising creativity and exposure intensity toward the buying action as the final stage of consumer in deciding the decision to buy product. The research used quasi experimental study to 80 respondents as the target market of the advertised, that is ice cream of Haan brand. The experiment as done in 2 treatments, treatment 1: one advertising exposure and treatment 2: three advertising exposures. The Mann Whitney difference test with SPSS program showed no significant differences between treatment of 1 exposure and 3 exposures. The SEM PLS analysis showed that advertising creativity influenced significantly to attention, interest, desire and action in buying product.
 
Publisher Instituto Federal de Educação, Ciência e Tecnologia de São Paulo
 
Contributor —
 
Date 2017-06-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
text/html
 
Identifier http://www.ijmp.jor.br/index.php/ijmp/article/view/526
10.14807/ijmp.v8i2.526
 
Source Independent Journal of Management & Production; Vol 8, No 2 (2017): Independent Journal of Management & Production; 378-394
2236-269X
 
Language eng
 
Relation http://www.ijmp.jor.br/index.php/ijmp/article/view/526/661
http://www.ijmp.jor.br/index.php/ijmp/article/view/526/680
http://www.ijmp.jor.br/index.php/ijmp/article/downloadSuppFile/526/239
http://www.ijmp.jor.br/index.php/ijmp/article/downloadSuppFile/526/240
 
Rights Copyright (c) 2017 Ramdan Dede Budiawan, Arif Satria, Megawati Simanjuntak
http://creativecommons.org/licenses/by/4.0