出版社：Faculty of Econimics and Business, Universitas Muhammadiyah Malang
摘要：This study aim s to measure the effectiveness of television advertising endorser Top Coffee "Iwan Fals" . The method used Direct Rating Method (DRM) and EPIC. T ype of this study is a survey. The object s are students of universities in Malang. The data collection technique is non-probability sampling with c onvenience sampling technique. Direct Rating Method (DRM) and the EPIC method s are analytical tool s to measure the effectiveness of television advertising endorser Top Coffee "Iwan Fals". The result of Direct Rating Method indicates that ads endorser has a good category , and EPIC result show s that ads endorser is more effective . Based on the overall results from both analysis can be concluded that television advertising endorser Top Coffee "Iwan Fals" is good and effective.
关键词：Effectiveness; Direct Rating Method; Method EPIC
