“MATCHING THE EMOTION EVOKE OF A VIDEO ADVERTISEMENT WITH THE PLANNED VALUES”

• Main Author: Hermon Putra (19015004), Falih
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27135
• Institution: Institut Teknologi Bandung

Recently, marketing become aware to the product emotion rather than the function itself. There are so <br /> <br /> many product selections in the market, the function of the product has been slightly same with others, <br /> <br /> especially toiletries in FMCG industries. Unilever become the company who run their business not only <br /> <br /> sell their product function to the customer, but they sell product emotions to customer. Dove is a brand <br /> <br /> under Unilever Company that produce toiletries products such as shampoo, soap, and seodorant. Dove <br /> <br /> brand believes everywomen in this world can defines beauty not only from body shape, age, shape of <br /> <br /> body, colour skin, and hair. The best beauty version is from women it self. They bring authentic, unique, <br /> <br /> real as the new definition of beauty. <br /> <br /> To attract the customer, brand have to create emotional relation between product and customer. People <br /> <br /> now believes emotion is an essential variable to the succes of advertising efforts since it can influance on <br /> <br /> information processing and buying decision. Video become the most powerful media to deliver the <br /> <br /> product emotions and value. Now days, on measuring whether the customer understand the message <br /> <br /> through the advertising video or not, the company only measured by the purchase volume after the video <br /> <br /> has been released. There are still lack research about exploring the customer emotions through video. And <br /> <br /> this research seems interesting since we all know the status quo. <br /> <br /> This research used qualitative approach, using semi-structured interview on gather data to the respondent <br /> <br /> and using coding method in analyze the data. The respondents will be asked by some questions about <br /> <br /> their perception after watch the Dove advertisement video. The finding results will show the most <br /> <br /> frequenting positive emotions and negative emotions. This reasearch will find the stimulating object that <br /> <br /> caused appearing emotions occur. The result of analysis will give new perspective about people emotion <br /> <br /> on react the video advertisement. Later, the marketers will know how to make their customer more bound <br /> <br /> and have the emotions to the products.