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研究生:Siti Nabilla Ramadhani
研究生(外文):Siti Nabilla
論文名稱:Measuring Advertisement Effectiveness:A Study on Indonesia’s Cigarette Brand
論文名稱(外文):Measuring Advertisement Effectiveness:A Study on Indonesia’s Cigarette Brand
指導教授:KuHo LinHung Kuang-Peng
指導教授(外文):KuHo LinHung Kuang-Peng
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:96
語文別:英文
論文頁數:149
中文關鍵詞:Caused-Related Marketing.EPIC ModelBrand AwarenessAdvertisement Effectiveness
外文關鍵詞:Caused-Related Marketing.EPIC ModelBrand AwarenessAdvertisement Effectiveness
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This research measures the advertising effectiveness of A Mild advertisements based on the level of Brand Awareness and EPIC Model variables which consists of Empathy, Persuasion, Impact and Communication. In the end, this research wishes to discover the possible outcome of the implementation of Caused-Related Marketing (CRM) in A Mild advertisements.
A Mild is a cigarette brand produced by a well-known Indonesian company, an acquisition of Philip Morris International, PT. HM Sampoerna Tbk. In Indonesia, just like in other countries, companies within cigarette industry are suffered with laws and regulations due to its harmful nature to human body. Such laws and regulations prohibit companies like Sampoerna from promotional activities that are important in generating public awareness of their product. To overcome this problem, Sampoerna implement CRM, a type of Corporate Social Responsibility (CSR) on A Mild advertisements with primary objective to create brand awareness. This research examines whether the implementation of CRM on A Mild advertisements would grant the product a positive impact by analyzing the level of people awareness of A Mild brand, and dimensions of EPIC Model.
The research objectives are fulfilled by executing a random sample survey conducted upon 263 participants from Indonesia’s capital city, Jakarta. The samples are purposively taken from people within the age range 15 to 35 years old and must have seen A Mild advertisements for at least five times.
Data were analyzed using independent sample T-test, multiple regression, One-way analysis of variance (ANOVA) and average (mean) score calculation. Results indicated that smoking frequency was found to be a significant predictor for Brand Awareness and that the implementation of CRM on A Mild advertisements was found to be effective in regards to Brand Awareness and EPIC Model.
This research measures the advertising effectiveness of A Mild advertisements based on the level of Brand Awareness and EPIC Model variables which consists of Empathy, Persuasion, Impact and Communication. In the end, this research wishes to discover the possible outcome of the implementation of Caused-Related Marketing (CRM) in A Mild advertisements.
A Mild is a cigarette brand produced by a well-known Indonesian company, an acquisition of Philip Morris International, PT. HM Sampoerna Tbk. In Indonesia, just like in other countries, companies within cigarette industry are suffered with laws and regulations due to its harmful nature to human body. Such laws and regulations prohibit companies like Sampoerna from promotional activities that are important in generating public awareness of their product. To overcome this problem, Sampoerna implement CRM, a type of Corporate Social Responsibility (CSR) on A Mild advertisements with primary objective to create brand awareness. This research examines whether the implementation of CRM on A Mild advertisements would grant the product a positive impact by analyzing the level of people awareness of A Mild brand, and dimensions of EPIC Model.
The research objectives are fulfilled by executing a random sample survey conducted upon 263 participants from Indonesia’s capital city, Jakarta. The samples are purposively taken from people within the age range 15 to 35 years old and must have seen A Mild advertisements for at least five times.
Data were analyzed using independent sample T-test, multiple regression, One-way analysis of variance (ANOVA) and average (mean) score calculation. Results indicated that smoking frequency was found to be a significant predictor for Brand Awareness and that the implementation of CRM on A Mild advertisements was found to be effective in regards to Brand Awareness and EPIC Model.
NTITLE PAGE I
ABSTRACT II
ACKNOWLEDGEMENT III
TABLE OF CONTENTS IV
LIST OF TABLE V
LIST OF FIGURE VII
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 RESEARCH QUESTIONS 3
1.3 RESEARCH OBJECTIVES 3
1.4 CONTRIBUTIONS 3
1.5 SCOPE 3
1.6 STRUCTURES 4
CHAPTER 2 OVERVIEW OF CIGARETTE INDUSTRY IN INDONESIA 6
2.1 INDUSTRY 6
2.2 INDUSTRY CHALLENGES 8
2.3 CIGARETTES ADVERTISING IN INDONESIA 11
2.4 PT. HM SAMPOERNA TBK. 11
CHAPTER 3 LITERATURE REVIEW 14
3.1 ADVERTISING 14
3.1.1 Introduction to Advertising 14
3.1.2 Purpose and Goals of Advertising 15
3.1.3 Advantages of Advertising and the Critics 18
3.1.4 Forms of Advertising: Reminder Advertising 21
3.2 EFFECTIVE ADVERTISEMENT 21
3.2.1 Definition of Effective Advertisement 22
3.2.2 Objectives and Effectiveness 22
3.2.3 Criteria to Effective Advertisement 23
3.2.4 Measuring Advertisement Effectiveness 25
3.2.5 Developing Advertising Strategy 31
3.3 CAUSED-RELATED MARKETING 32
3.3.1 Definition 33
3.3.2 Types of CRM 34
3.3.3 Benefits of CRM 34
3.4 EPIC MODEL 36
3.5 PREVIOUS RESEARCH 39
CHAPTER 4 RESEARCH METHODOLOGY 45
4.1 RESEARCH TYPE 45
4.2 POPULATION AND SAMPLES 45
4.3 VARIABLES 46
4.4 RESEARCH MODEL AND HYPOTHESIS 48
4.5 QUESTIONNAIRE DESIGN AND DATA COLLECTION 50
4.5.1 Language 50
4.5.2 Content of Questionnaire and Variable Measurements 51
4.5.3 Piloting the Questionnaire 54
4.5.4 Questionnaire Distribution and Response Rate 55
4.5.5 Reliability and Validity 55
4.6 DATA ANALYSIS METHOD 57
4.6.1 Average (Mean) Score 57
4.6.2 Statistical Techniques 59
CHAPTER 5 RESULTS AND DISCUSSION 63
5.1 SUMMARY OF RESEARCH PARTICIPANTS 63
5.1.1 Summary of Participants’ Demographic Data 63
5.1.2 Summary of Demographic Data for Smoking Participants 68
5.2 RESULTS FOR BRAND AWARENESS 76
5.2.1 Top of Mind 76
5.2.2 Brand Recall 77
5.2.3 Brand Recognition 80
5.3 RESULTS FOR HYPOTHESIS 81
5.3.1 Smoking Habits Influence on the Level of Brand Awareness 81
5.3.2 Association Between Factors of Buying Determinants and Brand Awareness 86
5.3.3 CRM Impact on Advertisement Effectiveness 87
5.3.1 Summary of Findings 121
CHAPTER 6 CONCLUSIONS 123
6.1 INTRODUCTION 123
6.2 MAJOR FINDINGS 123
6.2.1 Smoking Habits Influence on the Level of Brand Awareness 123
6.2.2 Association between Factors of Buying Determinants and Brand Awareness 125
6.2.3 CRM Impact on Advertisement Effectiveness 126
6.3 RESEARCH LIMITATIONS 129
6.4 RECOMMENDATIONS 129
REFERENCES 131
APPENDIX 135
NTITLE PAGEI
ABSTRACTII
ACKNOWLEDGEMENTIII
TABLE OF CONTENTSIV
LIST OF TABLEV
LIST OF FIGUREVII
CHAPTER 1 INTRODUCTION1
1.1BACKGROUND1
1.2RESEARCH QUESTIONS3
1.3RESEARCH OBJECTIVES3
1.4CONTRIBUTIONS3
1.5SCOPE3
1.6STRUCTURES4
CHAPTER 2 OVERVIEW OF CIGARETTE INDUSTRY IN INDONESIA6
2.1INDUSTRY6
2.2INDUSTRY CHALLENGES8
2.3CIGARETTES ADVERTISING IN INDONESIA11
2.4PT. HM SAMPOERNA TBK.11
CHAPTER 3 LITERATURE REVIEW14
3.1ADVERTISING14
3.1.1Introduction to Advertising14
3.1.2Purpose and Goals of Advertising15
3.1.3Advantages of Advertising and the Critics18
3.1.4Forms of Advertising: Reminder Advertising21
3.2EFFECTIVE ADVERTISEMENT21
3.2.1Definition of Effective Advertisement22
3.2.2Objectives and Effectiveness22
3.2.3Criteria to Effective Advertisement23
3.2.4Measuring Advertisement Effectiveness25
3.2.5Developing Advertising Strategy31
3.3CAUSED-RELATED MARKETING32
3.3.1Definition33
3.3.2Types of CRM34
3.3.3Benefits of CRM34
3.4EPIC MODEL36
3.5PREVIOUS RESEARCH39
CHAPTER 4 RESEARCH METHODOLOGY45
4.1RESEARCH TYPE45
4.2POPULATION AND SAMPLES45
4.3VARIABLES46
4.4RESEARCH MODEL AND HYPOTHESIS48
4.5QUESTIONNAIRE DESIGN AND DATA COLLECTION50
4.5.1Language50
4.5.2Content of Questionnaire and Variable Measurements51
4.5.3Piloting the Questionnaire54
4.5.4Questionnaire Distribution and Response Rate55
4.5.5Reliability and Validity55
4.6DATA ANALYSIS METHOD57
4.6.1Average (Mean) Score57
4.6.2Statistical Techniques59
CHAPTER 5 RESULTS AND DISCUSSION63
5.1SUMMARY OF RESEARCH PARTICIPANTS63
5.1.1Summary of Participants’ Demographic Data63
5.1.2Summary of Demographic Data for Smoking Participants68
5.2RESULTS FOR BRAND AWARENESS76
5.2.1Top of Mind76
5.2.2Brand Recall77
5.2.3Brand Recognition80
5.3RESULTS FOR HYPOTHESIS81
5.3.1Smoking Habits Influence on the Level of Brand Awareness81
5.3.2Association Between Factors of Buying Determinants and Brand Awareness86
5.3.3CRM Impact on Advertisement Effectiveness87
5.3.1Summary of Findings121
CHAPTER 6 CONCLUSIONS123
6.1INTRODUCTION123
6.2MAJOR FINDINGS123
6.2.1Smoking Habits Influence on the Level of Brand Awareness123
6.2.2Association between Factors of Buying Determinants and Brand Awareness125
6.2.3CRM Impact on Advertisement Effectiveness126
6.3RESEARCH LIMITATIONS129
6.4RECOMMENDATIONS129
REFERENCES131
APPENDIX135
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