Analisis Pengaruh Iklan Humor dengan Faktor Kebutuhan Humor Sebagai Variabel Moderasi pada Sikap terhadap Iklan, Sikap terhadap Merek, Niatan Komunikasi dari Mulut ke Mulut, dan Niat Beli
The measurement of advertising effectiveness is one critical things in developing and managing an advertising program as the phenomenon of ads avoidance recently. In this study, researchers sought to evaluate the effectiveness of the humorous ads (As, Axis and XL) through the analysis of humor adver...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2014
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