Efektivitas Iklan Dan Event Berdasarkan Metode Epic Model (studi Kasus Pada Radio Play99ers 100fm Bandung 2018)

Agatha Indah Febrianti, Sampurno Wibowo

Abstract

Abstrak

Radio sebagai salah satu media yang dipercaya untuk menjalankan kegiatan periklanan dan event memegang peran penting untuk perusahaan. Oleh karena itu pengukuran efektivitas iklan dan event perlu dilakukan. Adapun untuk mencari bagaimana efektivitas iklan dan event tersebut, penelitian ini menggunakan metode pengukuran yang dikembangkan oleh perusahaan peneliti pemasaran terkemuka AC Nielsen dengan menggunakan metode EPIC Model yaitu Emphaty, Persuasion, Impact, Communication.
Berdasarkan hasil penelitian menggunakan metode EPIC Model mengenai tanggapan responden terhadap efektivitas iklan di radio Play99ers membuktikan bahwa dimensi communication memiliki skor tertinggi yaitu 75, 81% (efektif), dimensi emphaty 73,94% (efektif), dimensi persuasion 74,75% (efektif), dimensi impact 70,75% (efektif). Sedangkan pada efektivitas event dimensi communication juga memiliki dimensi tertinggi dengan skor 78,75% (efektif), dimensi emphaty 74% (efektif), dimensi persuasion 75,58% (efektif), dan dimensi impact 75,08% (efektif).


Kata Kunci: Efektivitas Iklan, Event, EPIC Model

Abstract
. Radio is one of the media that is trusted to run advertising activities and events that holds an important role for the company. Therefore, the measurement of the effectiveness of advertising and event needs to be done. As for searching for the effectiveness of advertisement and event, this research uses measurement method developed by AC Nielsen leading marketing researcher by using EPIC Model method that is Emphaty, Persuasion, Impact, Communication.
Based on the results of research using EPIC Model model of respondents' responses to the effectiveness of advertisements on radio Play99ers proved that the communication dimension has the highest score of 75, 81% (effective), emphaty dimension 73.94% (effectiv), dimension persuasion 74.75% ), impact dimension 70,75% (effective). While the effectiveness of event dimensions of communication also has the highest dimension with a score of 78.75% (effective), 74% emphaty dimension (effective), dimension persuasion 75,58% (effective), and dimension of impact 75,08% (effective)


Keywords: Effectivity of Advertisement, Event, EPIC Model

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