DIRECT RATING METHOD UNTUK MENGUKUR EFEKTIVITAS IKLAN MELALUI MEDIA TELEVISI (STUDI PADA IKLAN TEH PUCUK HARUM)

Abstract

ABSTRACT
Advertising plays a role in the success of a company. Advertising can be presented through various media such
as television. Many advertising is currently using social media and online media as a platform nowadays, but
television is still use by companies to promote their products. Teh Pucuk Harum, as a new player in tea
industry, has managed to become a top brand index in the past few years and currently a leader in the non-cup
jasmine tea market. This study aims to determine the effectiveness of Teh Pucuk Harum advertisements through
television media using direct rating method. The sub variables used are attention, read thoroughness, cognitive
response, affective response and attitude response. The results of this study are total score of the entire sub
variable of 84,075 which shows that Teh Pucuk Harum advertisement on television media in very good state.