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All Journal DIGEST MARKETING Jurnal Manajemen Terapan dan Keuangan JILS (Journal of Indonesian Legal Studies)
Raja Sharah Fatricia
Unknown Affiliation
Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : DIGEST MARKETING

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THEDIFFERENTROLESOFINVOLVEMENTWITHINCORPORATE AND PRODUCT ADVERTISEMENTS Raja Sharah Fatricia
DIGEST MARKETING Vol. 1 No. 2 (2012): DIGEST MARKETING
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

Corporateadvertisementsareofgrowinginterestforcompanies,besidesthattheroleofinvolvementisofgrowinginterestbecausenewmediamakesithardertogetconsumersinvolvedwithamarketingmessage.Thispaperexploresaliteraturereviewoninvolvementandcorporateadvertisementasthereislittletonoresearchdoneonthistopic.Basedontheanalysisitcanbeconcludedthatadvertisinginvolvementisofhighrelevancewithincorporateadvertising,andhasalargerinfluenceonadoutcomesthanpredispositionalinvolvement.Predispositionalinvolvementonlyinfluencescorporateadvertisementoutcomeswhenmediatedbyadvertisementinvolvement.Thusformarketersdevelopingcorporateadvertisements,creatingadvertisementinvolvementisespeciallyimportant.Keywords:Roleofinvolvements,corporateadvertisements,productadvertisements,advertisinginvolvement
Co-Authors Hartati Hartati Muhammad Luthfi Siti Kunarti Yetniwati Yetniwati