#TITLE_ALTERNATIVE#

• Main Author: WAHYU NUGRAHA (NIM 19005027), GERRY
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/10492
• Institution: Institut Teknologi Bandung

Blue Moon is an adult male's tonic to enhance stamina, desire, and to maintain erection quality. The product using a natural ingredient which is modified algae cells that claimed to be a natural herbs with no adverse reaction or addiction result. Blue Moon tonic was recently been introduced to Indonesia's public market and strive to penetrate the middlehigh segment tonic's market. The manufacture, PT. Pacific Healthcare has launched 2 episodes of TV's advertisement to spread the product's awareness to public. The first episode of the ad was very unique since the ad using indirect communication method to attract the potential consumer which is adult males with age greater than 30 years old from SES B+, A. The indirect communication method extensively using symbolism and semiotics attributes to deliver the desired meaning of the ad and accomplish the ad objectives. Most of the messages conveyed are implicit messages that associated with other symbol to express the desired actual meaning. The ad delivers implicit messages in larger portion rather than the explicit messages because it adapted with the culture and norms that complied in the society. The society's norms and moral value are shaped with Islam as the majority religion in the country, everything that considered taboo and impolite to talk about in the open public should be avoided. Meanwhile, Blue Moon as a sex-related product should has a strategy to be able to advertise its product in appropriate manner to avoid discredit image from the public. That's why Blue Moon's TV ad created with such a way that introduce adult male's product with polite, and suave way, the strategy also implemented in compliance to reach a middle-high segment market. The ad considered to be suitable for the target market since they claimed to have a relatively high level of education, thus the special ad would only comprehend by special people who intended to come from the targeted market.<p> <br /> <br /> <br /> <br /> Since the ad is distinguishable as a unique and out of the box ad, researcher intend to measure its effectiveness using the facets model of effective advertising, comprise with 6 elements which is perception, cognition, affective, association, persuasion, and behavior. This 6 consumer response would be created by an effective advertising. The process of the research would utilize exploratory and descriptive data collection method. The result of findings would be pulled out from both perspectives, and sorted to be able to find the similar pattern from the respondents. The findings of this research are the gathered information about the ad's issues extracted from in-depth interview, the 14 factors which lead the ad to be ineffective, and its relationship with the respondent's demographic background.