Effektivitas penggunaan iklan komparatif pada provider telepon genggam GSM : studi kasus excelcomindo dan orbitel

Deskripsi

This research discusses the effectiveness of comparative advertising for GSM mobile phone providers considering also the market position of the sponsor brand. This research is done by conducting an experiment and data is processed with Analysis of Variance (ANOVA) using SPPS 11.5. The result of this research shows that, overall, non comparative advertising is more effective to get a positive cognitive and affective response from consumers. Though, comparative advertising is more effective in gaining consumer?s attention and gaining awareness. Ada tabel