Rahayu, Sri and Futri, Siska and Savitri, Ervita (2018) The Difference in Effectiveness between Nikah or S2 Version and Goyang Bersih Jingle Version of Fair & Lovely Television Advertisements in Palembang City. In: The 2nd International Conference on Financial, Management and Business, 01 Agustus 2018, Semarang, Indonesia.
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Abstract
The objectives of this study were (1) to find out the effectiveness of Nikah or S2 version and Goyang Bersih Jingle version of Fair & Lovely television advertisements, and (2) to find out the difference in effectiveness between Nikah or S2 version and Goyang Bersih Jingle version of Fair & Lovely television advertisements. The research respondents were 270 women aged 20-44 years who lived or worked in Palembang. This was a survey study that used the descriptive data, Customer Response Index (CRI) and independent samples t-test to test the difference in effectiveness between the two versions of television ads. The research results showed that the CRI value of Nikah or S2 version of Fair & Lovely television ads was in a very ineffective category. It means that Nikah or S2 version was very Ineffective. Furthermore, the CRI value of Goyang Bersih Jingle version was in a very ineffective category, so Goyang Bersih Jingle version was also very ineffective. The results of independent samples t-test indicated that t-obtained was 0.058, which was smaller than t-table of 1.648. It could be concluded that there was no significant difference in effectiveness between Nikah or S2 version and Goyang Bersih Jingle version of Fair & Lovely television advertisements. Keywords: television, advertisement, effectiveness, Fair & Lovely, CRI
| Item Type: | Conference or Workshop Item (Paper) |
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| Subjects: | H Social Sciences > HG Finance Ekonomi dan Bisnis > Bisnis Ekonomi dan Bisnis > Manajemen |
| Divisions: | Fakultas Ekonomi > Manajemen (S1) |
| Depositing User: | SRI RAHAYU S.E., M.M., Dr |
| Date Deposited: | 12 Nov 2018 05:22 |
| Last Modified: | 24 Nov 2018 06:53 |
| URI: | http://repository.um-palembang.ac.id/id/eprint/2458 |
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