Measuring Advertisement Effectiveness:A Study on Indonesia’s Cigarette Brand

• Main Authors: Siti Nabilla, Siti Nabilla Ramadhani
• Other Authors: KuHo Lin
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/f527fc

碩士 === 銘傳大學 === 管理研究所 === 96 === 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.