Abstract :
ANANDA AYU SULISTIYA. EFFECTIVENESS OF OPPO F1S
ADVERTISING (Quantitative Descriptive Study of OPPO F1S Latest Ad
Effectiveness Version of "Secret of Selfie Perfect Raisa" on Television)
The television advertisements studied in this research are the latest
OPPO brand mobile advertisement which is the latest OPPO F1S advertisement
version of "Secret of Selfie Perfect Raisa" in Television. After the release of
OPPO F1S Ram 3GB and Rom 32GB ads, OPPO launched its newest ad, OPPO
F1S latest version of "Secret of Selfie Perfect Raisa" for the latest OPPO F1S
Ram 4GB and Rom 64GB products while still partnering with Raisa as
ambassador brand, Perfection especially when it comes to selfie shooting.
The effectiveness of advertising is the level of effectiveness of an ad
either to consumers or the public. Basically, an ad is said to be effective if the ad
can be deeply engraved in the minds of consumers. The Direct Rating Method
(DRM) is measured by the following five indicators: attention, comprehension
(readthrougness), cognitive responses (cognitive), affective responses, and
attitudes toward advertising.
The technique used in sampling is non probability sampling technique
that is purposive sampling is sample determination technique with certain
consideration, among others respondents aged between 18-40 years, domicile
respondents in Surabaya, and respondents who have seen the latest OPPO F1S
advertisement version "Secret of Selfie Perfect Raisa"on television. In this study
the sample used is as many as 100 people.
Based on the analysis of the effectiveness of the latest OPPO F1S
advertisement version of "Secret of Selfie Perfect Raisa" to the people of
Surabaya via television media using Direct Rating method (DRM) method,
overall the average DRM OPTO F1S latest advertisement version of "Secret of
Selfie Perfect Raisa" on television This is included in a very effective scale range.
Attention dimension, readthrougness, cognitive response, affection and
attitude toward the latest OPPO F1S advertisement version of "Secret of Selfie
Perfect Raisa" on television come in a very effective scale range
Keyword : Effectiveness, OPPO F1S Latest Ad Effectiveness Version of Secret of
Selfie Perfect Raisa.