MEASURING THE EFFECTIVENESS OF TV COMMERCIAL ADVERTISING USING FACETS MODEL (CASE STUDY: “IT’S IN ME” AQUA TV COMMERCIAL)

• Main Author: Firdaus, Imam
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69520
• Institution: Institut Teknologi Bandung

“Aqua” is a mineral water company that has been established since 1973, and in 2001 Danone bought the company. “Aqua” has the largest market share in the bottled mineral water sector in Indonesia. “Aqua” always tries to provide the best quality of mineral water for the health of Indonesian family. In 2011, “Aqua” made new campaign that is called “It’s in Me”. In this campaign “Aqua” tries to send message to viewers to become a better individual and always do their best to reach every dream they have. All can be started from the smallest and easiest thing, which is by consuming a good quality of mineral water for the health of every individual. This research is conducted to know whether this campaign through the Television is effective or not. This research is using Facets model as the basic theory to know which factors are effective and which factors should be improved by “Aqua” in their next advertisings. Results of the research shows that from the six dimensions in Facets model, five of them were successfully delivered by “Aqua” through the advertising. Those five dimensions are perception, cognition, persuasion, and behavior. “Aqua” managed to make a good advertising in terms of the concept and attractive for the viewers. This advertising also gives useful information to the viewers about healthy lifestyle. This is rarely seen in other mineral water advertisings. Of the six dimensions, one dimension considered to be failed, and that dimension is emotion. “Aqua” did not create an emotional bond between the products of “Aqua” and the brand to the viewers through the advertising. “Aqua” also did not give any information about the products itself. The recommendation for “Aqua” that they should have inserted information about the products, and not only campaign in the advertising showed in Television. “Aqua” also should have conduct more eager promotions about their website so that the campaign can be more successful and create emotional bonding with the viewers and targets.