EFEKTIVITAS IKLAN LAYANAN MASYARAKAT KAMPANYE PROGRAM HITS WITHOUT VIOLENCE MELALUI RADIO PRAMBORS FM SURABAYA (Studi Deskriptif Kuantitatif tentang Efektivitas Iklan Layanan Masyarakat kampanye program Hits Without Violence melalui Radio Prambors Fm Surabaya pada mahasiswa di Surabaya)

MUTIARA , ARDHIYANTHI PRADHANA (2013) EFEKTIVITAS IKLAN LAYANAN MASYARAKAT KAMPANYE PROGRAM HITS WITHOUT VIOLENCE MELALUI RADIO PRAMBORS FM SURABAYA (Studi Deskriptif Kuantitatif tentang Efektivitas Iklan Layanan Masyarakat kampanye program Hits Without Violence melalui Radio Prambors Fm Surabaya pada mahasiswa di Surabaya). Undergraduate thesis, Faculty of Social Sciences and Political Science.

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Abstract

During the campaign of the program hits wihout violence Prambors Fm Radio made some public service advertisements,those advertisements were being made based on a misleading manner which finally lead to some violence behaviors (gang fighting, bullying, harshness on the friendship zone). The Stimulus-Organism-Response theory was used because radio and any other form of mass media were a suitable to reach the heterogeneous of societies. The method of this research is descriptive quantitative research. Then, the data population of this research was from university students in Surabaya City who had already heard about public service advertisement the campaign program of hits without violence with an assumption that the respondent would understand with what was being researched which later would affect the data preciseness result. The sampling technique in this research used non probability sampling technique by the type of purposive sampling. Based on the sampling technique, the number of respondents obtained as many as 100 people. The effectiveness of an advertisement can be measure by using EPIC model. According to the survey analysis result which was done by the researcher about the effectiveness of public service advertisement of the campaign program hits without violence, globally the average score of EPIC Model of this public service advertisement the campaign program of hits without violence is included in a effective advertising. Keyword: Effective Advertisement, Hits Without Violence, EPIC model.

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