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The Impact of Celebrity Endorser and Emotion in Television Commercial toward Audience (YOUTH) Response in Case of Messenger Application

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Television is one of the media which can be used by companies to advertise their products. With the large number of people who watch television in Indonesia, television has become one of the favorite media to advertise by several companies. Nowadays, trend in using messenger applications in Indonesia make messenger companies have to compete in order to get customers. This study aims to analyze the effectiveness of television advertising in case of messenger applications toward audience response, and various elements contained in messenger television commercial which can affect audience response in termsof awareness and preference. the research explains that the celebrity endorser (0.99) is the most effective element rather than emotion (0.62) in case of messenger application advertisement through television. in addition, television commercial in case of messenger application is more effect on consumer preference (0.93) rather than awareness (0.84).

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Availability

B01645

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1645

Publisher

: Swiss German University., 2014

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
Television commercial
Celebrity endorser
Emotion
Messenger applications
Audience response
Consumer awareness
Consumer preference

Specific Detail Info

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Statement of Responsibility

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