THE MEASUREMENT OF THE EFFECT OF BRAND NAME TIME PLACEMENT IN ADVERTISING VIDEO TO BRAND RECALL

• Main Author: Rizkina (NIM 19014035), Sarah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24219
• Institution: Institut Teknologi Bandung

YouTube have billions of users, approximately one-third of the Internet users around the world. This situation can be an opportunity for a company to communicate and <br /> <br /> attract their target market, especially through the advertising. In 1960, Coke and Pepsi companies were the first to implement putting the brand name at the end of the advertising video and successfully make the viewer recalled their brand name. However, YouTube have a theory to put the brand name in the beginning of the advertising video in aiding the brand recall. Therefore, the objective of this research is to measure the brand recall in a 30 seconds advertising video in 10-second interval: the first 10 seconds, the middle 10 seconds, and the last 10 seconds. In the experiment procedure, three different videos were created with three different time placements of the brand name. After that, the videos were distributed to 120 respondents by using the judgment sampling method and they needed to answer questions to measure the product recall and brand recall. To analyze the result of the experiment, the Chi-Square test and <br /> <br /> the Marascuillo procedure were applied to find the significant differences between the variables. From the experiment, it is proved that the brand name on the last 10 seconds would give the most effective brand recall than the other