Setiawan, Fernando Wijaya (1652287) (2019) Pengaruh Kreativitas Iklan, Unsur Humor, dan Kualitas Pesan Iklan pada Efektivitas Iklan Sprite di Universitas Kristen Maranatha. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
The development of advertisements in the 2000s is very developed from time to time. The desire of consumers to watch advertisements is getting smaller because today we have to make advertisements that look like they don't offer products. So from that advertising sometimes must entertain consumers to be interested in the product and the advertisement itself. Sometimes many adverts only offer promotions in ways that are less attractive and consumers look uninterested. There are so many challenges for companies to survive in this era of globalization to survive. Advertisers are sometimes demanded not to impose their product introductions but 'interesting, easy to accept and meaningful'. Because of that to make an attractive ad that can get an audience there are several important things to consider, namely advertising creativity, humor and ad message quality 3 it is believed to affect the effectiveness of advertising. With the explanation above, the author is interested in researching at the Maranatha Christian University about advertising sprites containing these three things which are believed to influence the effectiveness of advertising. This study used a survey method by distributing questionnaires to 147 people studying at Maranatha Christian University to prove the influence of advertising creativity, humor and the quality of advertising messages on the effectiveness of advertising. This study uses multiple regression statistics. From the results of statistical calculations with regression calculations that have been carried out through the SPSS 25.00 program, the results of the influence of advertising creativity, humor elements, and the quality of advertising messages on advertising effectiveness have an effect of 64.4%. From the explanation above shows that there is a significant influence between advertising creativity, humor elements and the quality of advertising messages on the effectiveness of advertising. Then the increase or decrease in these variables will increase or decrease other variables because of the positive effect
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | advertising creativity. Humor. ad message quality |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 08 Dec 2021 07:01 |
| Last Modified: | 08 Dec 2021 07:01 |
| URI: | http://repository.maranatha.edu/id/eprint/28969 |
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