COMMERCIAL TV ADVERTISEMENT AND ADVERTISING RECALL

• Main Author: HUSNA CANTIKA (29008017) ; pembimbing : Dr. Ir. Mustika Sufiati Purwanegara, MSc, GISTI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15791
• Institution: Institut Teknologi Bandung

Television advertising could be used to make the target audience aware of the existence of a product or service, and the benefits it confers to customers. Indonesia has one of the most cluttered advertising markets in Asia, which has grown at breakneck speed since 1998. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Advertisement recall was used in this research to analyze the successful of TV commercials. Advertisement recall was measured by converting the respondent’s recall answer into scores one as the lowest to five as the highest. The research was conducted through survey in Bandung and Jakarta using the judgmental sampling method which represent older ages respondent of TV watching habit and preferences. Observation was taken to measure the advertisements frequency on TV. The observation was taken during 2008 until 2009 from ten private TV stations in Indonesia. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> The influence of several independent variables as television viewing behavior, advertising repetitions, advertisement message appeal, TV stations and TV programs watched regularly toward the advertisement recall were studied. Ads recall is significantly influenced by channel switching when ads appear behavior, music/ jingle message appeal, humor message appeal, advertisement repetitions, viewers’ gender and age, sport TV program, and TransTV TV station. Demographic factors such as gender, age and occupation have significant relationship with television viewing behavior, TV programs, TV stations, and preference of ads message appeal. There is no correlation between top ads recall in survey and frequency of aired ads on TV based on observation, but there is correlation between ads category that recalled by respondents in the survey and the related ads category frequency that aired on TV from observation. The findings of this research may broaden the examination of advertising effectiveness strategies of television ads.