TITLE

Advertising Personality Impact to Education Institution Brand Image Base on Three Hits Theory Exposure

TYPE

Journal Article

Abstract

This research conducted to examine the causal effects of two dimensional design of print advertisement communication personality in tutoring course education institution base on brand personality that beneficially applied toward tutoring education institution brand image. After conducting observation of three groups of participants with different information advertisement treatment i.e., sincerity personality, excitement personality and control group, in the longitudinal three weeks experiment using One-Way ANOVA randomized block design analysis, gathered in the context of case study. It is proven that sincerity advertisement treatment is not appropriate to apply in making information and advertisement design for this case if publish more than one time broadcast. Contrarily, for the excitement personality form of advertisement treatment appear to increase influence on the brand image aggregate for three weeks, means excitement personality design of advertisement will strengthened the three hits theory. These research outcomes, when applied to education institution will providers, will help in designing appropriate personality form of information and communication of advertisement.

Citation

Aryanto R, Apriliyanti S, Simamora B. H and So I. G. (2015). Advertising Personality Impact to Education Institution Brand Image Base on Three Hits Theory Exposure. Advanced Science Letters, 21 (4), 777-780.

Keywords

Advertisement personality; Brand image; Experimental study; Three hits theory

Published On

Advanced Science Letters

Author

Rudy Aryanto

Lektor

  • Sisca Apriliyanti
  • Bachtiar H. Simamora
  • Idris Gautama So

Copyright © BINUS UNIVERSITY. All rights reserved.