Mahrinasari, Mahrinasari (2011) MARKETING COMMUNICATION EFECTIVITY OF DANGERS OF SMOKING MESSAGE ADVERTISING. Jurnal Ilmiah Ekonomi Bisnis, 16 (2). ISSN ISSN 2089-8002

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Abstract

The research objective is to analyze the effectiveness of the advertising massage, measured by the audiences’ attitudes toward ads massage without the visualization and with the vissualization of the chronic sickness pictures as the side effects of smoking. Respondents is undergraduates’ students of Economics Faculty, Universitas Lampung. The results show that the ads massage of the dangerous smoking without and with the visualization is significantly positive, and affects on intention not to smoke and or quit smoking. The ads massage with the visualization makes more senses in the knowledge of respondents (cognitive attitude), and has more sensitive attitudes or induces emotional feeling of the respondents (affective attitude), so that it increases the probability of the smokers’ to stop smoking and of non smokers not to smoke. Key words: the effectiveness of advertising massage, cognitive and affective attitude, intention

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Magister Manajemen
Depositing User: Mahrinasari MS
Date Deposited: 20 Dec 2019 08:32
Last Modified: 20 Dec 2019 08:32
URI: http://repository.lppm.unila.ac.id/id/eprint/17185

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