Professional Documents
Culture Documents
PGP/19/
.931
5334.374
91
0.000
Antiimage
Correlatio
n
Model Summary
Model
Product Awareness
Product/ Brand
Impression
0.882
0.883
0.92
0.886
0.944
0.953
0.93
0.928
0.953
0.946
0.944
0.933
0.954
0.966
.717a
.513
.511
.787
.769a
.591
.590
.682
Independent Variables
Dependent Variables
Ad is visually appealing
Ad is easy to recall and remember
AFFECTIVE
Beta
Coef
0.49
5
Ad is realistic or believable
I can relate to this ad
Ad is understandable
The ad was able to describe the product well
3
COGNITIVE
0.63
8
0.59
4