Abstract
Marketing communication is defined as an attempt by companies to inform, persuade, and remind consumers both directly and indirectly about the products and brands that are sold (Kotler and Keller, 2009: 510). Marketers need to pay attention to the importance of the sender/source/sender/source/endorser is used in advertising. Sender/source/endorser will convey information, persuade or remind consumers about a product or service. Process with celebrity and expert endorsements influence change consumer attitudes and beliefs may be different (Freiden, 1984 as quoted by Biswas et al, 2006). Soliha and Zulfa (2009) suggests there are differences in risk perception of consumers on advertising by using celebrity endorser and expert endorser. Consumers feel the perception of lower risk with expert endorser than celebrity endorser. This indicates that the presences of the use of expert endorsers are more effective than celebrity endorsers in advertising.
Highlights
Pada saat ini persaingan di dunia perguruan tinggi sangat ketat
Marketing communication is defined as an attempt by companies to inform
endorser is used in advertising
Summary
Periklanan adalah segala bentuk penyajian dan promosi ide, barang atau jasa secara non personal oleh suatu sponsor tertentu (Kotler dan Keller, 2009: 512 ). Iklan yang tampil beda dan membawa pesan yang berbeda pula lebih cepat diterima maknanya oleh konsumen, sehingga konsumen lebih cepat dalam menangkap pesan, produk/jasa dan merek yang diiklankan. Komunikasi yang efektif melibatkan: (1) sender, (2) encoding, (3) message, (4) media, (5) decoding, (6) receiver, (7) response, (8) feed back, dan (9) noise (Kotler dan Keller, 2009: 514-515). Encoding adalah proses penterjemahan informasi atau tujuan komunikasi menjadi suatu pesan yang akan disampaikan kepada penerima pesan. Decoding adalah proses pemahaman atau proses penterjemahan kembali pesan yang diterima melalui media tersebut ke dalam tujuan komunikasi dan disimpan dalam memori penerima pesan.
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