DOI: https://doi.org/10.9744/pemasaran.13.2.47-53

TAGLINE "ADA AQUA" EFFECTIVENESS USING EPIC MODEL IN KELURAHAN RANGKAPAN JAYA BARU PANCORAN MAS DEPOK

Ade Purwanto, Khoirul Umam

Abstract


One measure of the success of advertising is its ability to create perspective space in the minds of audiences and consumers. Advertising as a message delivery tool does not only function to provide information, is persuasive and reminds audiences, but must also have an impact on consumers in the form of purchasing actions and attitudes towards products as expected by producers. This study aims to analyze the impact of AQUA product advertisements with the tagline “Ada AQUA” to consumers by using the EPIC model (Emphaty, Persuation, Impact, Communication). The research method used is quantitative descriptive. The results showed that AQUA ads with the tagline "Ada AQUA" were in the effective category as evidenced by the results of Emphaty dimensions of 4.15, which meant consumers liked and were interested in AQUA ads, Persuation dimensions of 3.89 showed AQUA ads were able to strengthen their image and character in the minds of consumers, the Impact dimension of 3.93 shows consumers more easily recognize AQUA ads with that tagline and Communcations dimensions of 4.06 indicate consumers are able to remember AQUA ads well. Broadly speaking, the conclusions obtained are AQUA ads with the tagline “Ada AQUA” effective in delivering the message to the target audience (consumers)


Keywords


Advertising; empathy; persuasion; impact; communication

Full Text:

PDF

References


Belch, G. (2012). Advertising and Promotion An integrated Marketing Communication,9th Edition. New York: Mc Graw HillInternational Edition.

Durianto, D., & Dkk. (2003). Invasi Pasar Dengan Iklan Yang Efektif. Jakarta: Gramedia.

Kotler, P., & Amstrong, G. (2012). Prinsip-Prinsip Pemasaran .Edisi 13. Jakarta: Erlangga.

Machfoed, M. (2010). Marketing Management Modern. Yogyakarta: Cakra Ilmu.

Subagyo, A. (2010). Marketing in Business. Jakarta: Mitra WacanaMedia.

Sugiyono. (2012). Statistika Untuk Penelitian. Bandung: Alfa Beta.

Sugiyono. (2015). Metode Penelitan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfa Beta.

Nielsen Ads@work. (2008). (Nielsen, Produser, & Nielsen) Dipetik 05 12, 2019, dari www.nielsen.com: https://www.nielsen.com/content/dam/nielsen/en_us/documents/pdf/Fact%20Sheets/Nielsen%20ads@work%20brochure.pdf

Journals:

Baack, D. W., Wilson, R. T., van Dessel, M. M., & Patti, C. H. (2016). Advertising to businesses: Does creativity matter? Industrial Marketing Management, 55, 169–177. https://doi.org/10.1016/J.INDMARMAN.2015.10.001

Brands, W. (2008). ads @ work Nielsen. Retrieved from https://www.nielsen.com/content/dam/nielsen/en_us/documents/pdf/Fact Sheets/Nielsen ads@work brochure.pdf

Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 67–72. https://doi.org/10.2501/JAR-40-3-67-72

Vinaya, K. C., & S. Mehtora. (2018). Print vs. Online Advertising: Impact on Buying Behavior of Youth - ProQuest. Global Media Journal, 16(31), 1. Retrieved from https://search.proquest.com/docview/2162427635/abstract/2F07F2F3515F43D9PQ/1?accountid=38628

Website :

www.topbrand-award.com




DOI: https://doi.org/10.9744/pemasaran.13.2.47-53



Jurnal Manajemen Pemasaran is published by The Institute of Research & Community Outreach - Petra Christian University, Surabaya, Indonesia

©All right reserved 2016.Jurnal Manajemen Pemasaran, ISSN: 1907-235X, e-ISSN: 2597-615X

View My Stats