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The Influence of TV advertisement toward consumer's attitude and project: a case study on larutan penyegar Cap Kaki Tiga product in Surabaya

Handayani, Septi and Wahjuni, Any (1998) The Influence of TV advertisement toward consumer's attitude and project: a case study on larutan penyegar Cap Kaki Tiga product in Surabaya. Diploma thesis, Petra Christian University.

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Abstract

The writers are interested in discussing the superiority of "Larutan Penyegar Cap Kaki Tiga" as a market leader in Larutan Penyegar product. Through TV advertisement, the writers want to know whether TV advertisement has influenced consumer's attitude. At this moment, audio visual technology is more advance and private television is growing rapidly. This makes opportunities for companies to promote their products through television media. Television media is able to reach society widely and people have a tendency to choose and buy the products which are advertised on TV. It is an interesting thing to know how big consumer's attitude and the product itself can be influenced by advertisement. The writers have made a survey and analysis on young professionals who care about their health. The writers use questionnaires that are spread in Surabaya and use hypothesis testing to analyze the result. Finally, measuring attitude can be a basic to know consumer's buying behavior and it can be used for determining the positioning strategy of the product, and it can also be used to evaluate the effectiveness of advertising campaign. Therefore, the writers clarify that by evaluating attitude, the writers can get the answers of questions about attitude and conclusion from consumer's behavior.

Item Type: Thesis (Diploma)
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 29 Mar 2011 10:19
URI: http://repository.petra.ac.id/id/eprint/14119

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