THE EFFECT OF SUBLIMINAL ADVERTISING ON CONSUMER ATTITUDE AND BUYING INTENTION

Somantry, Geovani Agnesia (2014) THE EFFECT OF SUBLIMINAL ADVERTISING ON CONSUMER ATTITUDE AND BUYING INTENTION. Jurnal Ekonomi Manajemen Internasional. p1-15.

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Abstract

This Research examines the works of subliminal advertising in a movie. The most common term is “Product Placement”. Nowadays this advertising method is still used, although there are many arguments about it. A questionnaire was distributed to investigate product’s brand awareness, consumers’ attitude toward the script, actor, product placement, and lifestyle in the “Little Nicky” Movie. From this study, there are some conclusions after the data analysis: Higher Awareness is influencing the recall rate, attitude toward the product or brand and intention to buy the product; If a product is tightly connected to the script, the audiences who like the movie script will easily recall the product; People who are agree with product placement or have positive attitude toward Product Placement, they will have more Buying intention to the product; If the Brand awareness is high, the audiences’ attitude toward the actor has influence on advertising effect; and Individual with different lifestyles have different attitude toward the product placement.

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