ANALISIS EFEKTIVITAS IKLAN POINT OF PURCHASE TOILETRIS DENGAN MEMPERTIMBANGKAN ASPEK ERGONOMI

Meitha, Rosita and Pawitra, Theresia and Yasmina, . (2006) ANALISIS EFEKTIVITAS IKLAN POINT OF PURCHASE TOILETRIS DENGAN MEMPERTIMBANGKAN ASPEK ERGONOMI. In: Prosiding Seminar Nasional Ergonomi 2006 : Pendekatan Ergonomi Makro untuk Meningkatkan Kinerja Organisasi., 21-22 Nopember 2006, Jakarta.

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Abstract

Nowadays, we could find many advertising medias. such as newspaper, television. radio, billboard Another good advertising media is Point-Of-Purchase Advertising (POP Advertising). POP Advertising is a media to promote consumer goods in a supermarket where customers come to buy something. POP Advertising displays are categorized into 4 kinds, i.e. shelfvision. cart advertising, hang mobile and wire stands. The benefit of this advertising media is influencing customers in supermarket. especially impulse buyers (customers who buy something without planning before). The aims of this paper are to analysis the effectiveness of four kinds of POP Advertising for toiletries products and design better/effective POP Advertising using ergonomics approach This paper is based on a research conducted in a hypermarket in Surabaya To evaluate the effectiveness of the POP advertising, we distributed questionnaires to the respondents in this hypermarket. From this research we find out that the most effective POP advertising is shelfision We re-designed one brand's shelfision using ergonomics approach. We used ergonomics approach to analyze advertising elements such as content of the advertising. position. picture, color. size of media, height and size of alphabets). Finally. we proved that an ergonomic advertising will become an effective advertising.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Point-of-purchase advertising, ergonomics, effectiveness.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Engineering > Department of Industrial Engineering
Depositing User:	Eko Setiawan 194014
Date Deposited:	21 Apr 2012 03:16
Last Modified:	24 Mar 2021 14:18
URI:	http://repository.ubaya.ac.id/id/eprint/384

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