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The impact of advertising in various media toward consumer response: a case study of brand (x)

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As part of marketing strategy, advertising is one of important aspect for marketers to promote their brand. Meanwhile, consumer response from advertising in various media will become useful feedback as basic knowledge when determining the decision strategy about their product in the future. The first problem that arises is the needs of comprehension information about consumer responses on brand (X) advertising in various media. The second problem the raises of advertising expenses in various media triggering author to know the best advertising media for brand (X) in the future. The purpose of this study is to analyze which factor of Consumer Response is the most significant towards brand (X) advertising and to evaluate which advertising media of brand (X) is the most effective. This research is descriptive and causal research to measure the variable and the cause and effect by gathering information from primary data. The result of study shows that, Behavior response is the most significant among other consumer response while Television is the most effective advertising media for brand (X). The recommendation is brand (X) should put more attention to TV, Magazine and Internet media in order to improve their success.

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Availability

B01399

(wh)

Available

Detail Information

Series Title

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Call Number

1399

Publisher

: Swiss German University., 2013

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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