Efektivitas Iklan Televisi Partai Gerindra Berdasarkan Metode Customer Response Index (CRI) di Salatiga

Abstract

Gerindra is one of the political parties in Indonesia that intensively uses television advertisements as a means of party communications. The main objective of this research was to measure the Gerindra's television advertisement effectiveness by applying Customer Response Index (CRI) method. The variables discussed in this CRI method were awareness, comprehend, interest, intentions and action. The data were collected from 200 respondents based on judgment sampling technique. The result of this research indicated that the Gerindra's television advertisement effectively built the party's brand awareness, but was not strong enough to make people vote for Gerindra. This means there are other important factors influencing voters; decision making at the General Election