ANALYSIS FACTORS AFFECTING THE EFFECTIVENESS OF ADVERTISING (A CASE STUDY OF PIZZA HUT DELIVERY)

Abstract

Competition in the food industry makes the company develops strategies so the products can be accepted in the market. The food industry, including Pizza Hut Delivery made a vigorous campaign, one with advertising via the media television which still believed to be able reaching wide segment of the market even though the cost is very expensive. Pizza Hut Delivery (PHD) has spent a lot of money to make the advertising. The problem faced is how to design an advertising that is unusual, creative and able to attract the attention of the viewers so that the advertising can be effective. This study will analyze attention, desire, and action to the advertising. This study used multiple linear regression analysis with SPSS version 17. While the sample used as many as 100 people with accidental sampling method. The results showed that attention, desire, and action have positive effect and significant to the advertising. Thus, PHD should pay attention to those three things in producing advertising to get appropriate results.