INFLUENCE OF TELEVISION ADVERTISING MESSAGE CONSUMER RESPONSE (ADES AD STUDIES "SMALL STEP GIVE A CHANGE" AMONG STUDENTS IN COMMUNICATION STUDIES UIN SUNAN KALIDJAGA FORCE 2011)

NUR ARIFIN ROMADHONI , NIM. 09730082 (2013) INFLUENCE OF TELEVISION ADVERTISING MESSAGE CONSUMER RESPONSE (ADES AD STUDIES "SMALL STEP GIVE A CHANGE" AMONG STUDENTS IN COMMUNICATION STUDIES UIN SUNAN KALIDJAGA FORCE 2011). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

Increasing competition in the business world, advertising and supported by modern technology encourages marketers to design ads more creative and effective so as to attract the attention of consumers. Marketers must be able to create an ad with the attraction or theme that can produce the desired response. There are several ways by marketers to attract customers is by making ads more creative, use interesting words, the message is easy to understand the benefits of the product and the product attributes, will help marketers. Ades tells about small steps make a difference, with his ad. Ades want to give inspiration to change our habits so far without ever throwing bottles crushed first. The purpose of this research was to determine the effect of advertising messages Ades "Small Step Makes a Change" on television on the response of students of Communication Studies, Faculty of Social Sciences and Humanities UIN Sunan Kalidjaga class of 2011. Sampling technique in this study using simple random sampling. Data collection for the study here using two approaches, namely primary data and secondary data. Methods of data analysis in this study using frequency tables. The conclusion of this study in get coefficient R2 = 0.325, which means that the effect of advertising messages on consumer response was 32.5% while the remaining 67.5% are influenced by variables other than advertising messages. Unknown t = 7.180 and sig = 0.000, with a significance level (α) = 100% - confidence level = 100% - 95% = 5% = 0.05, then Sig (= 0.000) <α (= 0.05) which means that advertising messages consument significant effect on the response.

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