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All Journal Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Agus Hasan Pura P.A
Jurusan Manajemen Fakultas Ekonomi Universitas Katolik Parahyangan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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PENGARUH PENINGKATAN JUMLAH PEMBAWA PESAN TERHADAP TINGKAT KOGNITIF RESPONDEN PADA MEDIA AUDIO Setiadi Umar; Agus Hasan Pura P.A
Bina Ekonomi Vol. 13 No. 1 (2009)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (653.712 KB) | DOI: 10.26593/be.v13i1.708.%p

Abstract

In the advertising, a certain style of executing messages can be encountered based on testimonial evidence. As regards testimonial evidence, the marketing party involved can employ several endorsers or make use of only one in advertisements to deliver the message.  The focus of study  is on the extent  to which people's  cognitive response are affected by an increase  in the number of endorsers  and by the differentiation  in the perceived quality of the commercials  presented  in audio-based  commercials,  a type of commercial  that can only be heard by  the respondents  who cannot  see  the actual  speaker's face.
Co-Authors Setiadi Umar