TAGLINE IKLAN XL NYAMBUNG TERUUUSSS... DAN BRAND AWARENESS

WIDODO, NIM.: 06730040 (2011) TAGLINE IKLAN XL NYAMBUNG TERUUUSSS... DAN BRAND AWARENESS. Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

ABSTRAK Today, development of telecommunication world primarily cellular one is very rapid. This case has as its background the presence of basic needs of human as social creature that is the need for fellow interaction or interpersonal communication. The presence of cellular communication technology made the far distance, previously become the inhibitor in making connection and communicate, become nearer. Cellular development in Indonesia is very rapid in the last several years. This case demands creativities and sharpness of strategy in winning market competition. One of tools used to win the competition among the cellular companies is advertisement. Advertisement is to be the quite effective medium in communicating cellular product. One of parts of advertisement having quite important role is tagline. Tagline designed and emerged in such a way as the message deliverer tool. The taglinen said as good is if the tagline using a language easy to be absorbed by the audience of the advertisement, and full of meaning. PT XL Axiata chose a tagline namely quot;Nyambung teruuusss... quot; (Keep on connected...) with the intention that the tagline easy to remember and has a meaning that able to influence audience. In this research, some cases would be studied by the compiler was the correlation between the quot;Nyambung teruuusss... quot; XL advertisement tagline and the brand awareness on the participants of the product gathering launching program of SP Barokah in Tulungagung Regency. In this research the theory used was the A-T-R Advertisement Theory, in which this theory proposed that advertisement able to bring out the awareness, trial and reinforcement, then from the research results were measured by using the awareness pyramid. Population taken in this research was the participants of the product gathering launching of SP Barokah in Tulungagung Regency, and samples taken were amounted to 64 samples. From this research results, obtained data based on Guildord's guide that the correlation between the attack of quot;Nyambung teruuusss... quot; XL advertisement and the brand awareness on the participants of the product gathering launching program of SP Barokah in Tulungagung Regency was categorized as strong. The magnitude of this effect or correlation was showed by the correlation coefficient value as large as 0.732 in the interval of 0.5-0.75 (strong). In the other word, the higher the attack of quot;Nyambung teruuusss... quot; XL advertisement, the higher the brand awareness on the participants of the product gathering launching program of SP Barokah in Tulungagung Regency. div

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