Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif
When a prospective customer are faced with many choices of products in their purchase decision, the memories and impressions of a product brand will be an important consideration in order to influence the consumer decision, this is what all marketer need in order to win the market in an industry. Mo...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/118284/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58228 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | When a prospective customer are faced with many choices of products in
their purchase decision, the memories and impressions of a product brand will be
an important consideration in order to influence the consumer decision, this is
what all marketer need in order to win the market in an industry. Movie as one of
the media, considered to be very capable to influencing consumer behavior, even
in an UNESCO report says that the movie could change the attitudes and
behaviors of youth in Genoa against the Germans in World War II era. That's why
it is no wonder why so many companies compete with each other to utilize the
movie as a medium for their marketing campaigns.
There have been many studies that discuss the effectiveness of product
placement in the movie. However, almost all of these studies is limited to
consumers short-term memory which easily lost. Long-term memory was the one
that has a role in every person's behavior and attitude, if a product is embedded in
one's long-term memory, then the preference for the product will be remembered
in a long time, so when the purchasing decision comes, the memory is what helps
the consumer in choosing a product.
The research was conducted qualitatively by conducting interviews with
several informants who were categorized as moviegoers. Interviews conducted
using interview guide and recorded using an audio recorder, the interview result
then reviewed again several times to find the points in every issue. Based on these
results, seven factors known to cause a product could be remembered in a long
time period by the audience. These seven factors can be used as a consideration
for marketers who want to place their products on a movie. |
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