SARI, ANISHA KURNIA (2020) EFEKTIVITAS IKLAN RINSO TENTANG BAHAYA SAMPAH PLASTIK PADA REMAJA SURABAYA (Studi Deskriptif Kuantitatif Efektivitas Iklan Rinso Versi “Yuk Mulai. Other thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to measure the effectivity of Rinso's “let's get plastic wise” advertisement version on television using the Direct Rating Method (DRM) according to Surabaya youth. This research was using Direct Rating Method and the sampling method used in this research was purposive sampling. The population of this research was teenagers in Surabaya who live in Surabaya. The sample of this research is 100 people aged 15-19 years and had seen Rinso's "let's get plastic wise" advertisement version on television. The results of this research shows that Rinso's "let's get plastic wise" advertisement version classified to very effective advertising criteria and shows that the advertisement had succeeded in attracting attention, understanding (readthroughness), cognitive response, affective response, and attitude to the message delivered through this advertisement. Based on each of these indicators, the total DRM value of Rinso's "Let's Start Plastic Wisdom!" advertisement version on television was 81.25. Respondents considered that the “let's get plastic wise” version of Rinso's television commercial had been able to attract attention, provide understanding, impress consumers, convince consumers not to litter and pick up trash that destroys Indonesia's natural beauty, and use reusable items in everyday life, make a real movement of plastic wise and dare to be dirty for the good of Indonesia's nature. Keywords: advertisement effectiveness, Direct Rating Method, Rinso's
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Users 6 not found. | ||||||||
| Date Deposited: | 04 Nov 2020 05:47 | ||||||||
| Last Modified: | 04 Nov 2020 05:47 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/419 |
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