MENGUKUR JUMLAH PAPARAN TVC YANG EFEKTIF BIAYA UNTUK MENIMBULKAN DAMPAK ATTENTION, INTEREST, DESIRE, DAN ACTION PADA KONSUMEN DI KOTA JAMBI
Abstract: This study attempted
to reveal the role of TVC (TV Commercial / TV ads) in the consumer
decision-making model based on the hierarchy of responses Aida (Attention,
Interest, Desire, Action), and measuring advertising exposure is required to
reach the goal in each stage in the model. This is important because it made
TVC is very expensive so that the placement and amount of exposure is not
harmful according to the advertiser.
Research conducted in two phases. The first stage (preliminary) is for
the product category which needs to be important (beyond the needs of the primary).
FGI results obtained
from 6 (six)
categories of products
that are considered
critical needs, and
the respondents also have a good recall of the TVC with the sixth
category. In the second stage of interviews conducted in depth (depth
interviews) to the 30 respondents with the questions developed from a question
FGI. At this stage, the sixth largest product category with its TVC-related
products is made so that stimulus depth interview and focus research purposes
can be achieved.
Then performed descriptive
analysis of the
results of depth interview, and found the following
(generalization): 1. Audiences have a
recall on the TVC, TVC, especially related to the use of a brand that has a TVC
or creativity that touches the emotions such as a TVC or a funny show that
lives life accordingto the audience. 2.
Only 2 maximum exposure needed to make the consumer can associate the brand
with the TVC that its advertisement
Association is important to
get the impact
of brand image
and brand to
enter the group awareness (awareness group), so have
the opportunity to go to alternative options in the group phase in search of information
(on the model of decision-making process of five stages). 3. There are 3 maximum exposures to get the impact
of Attention. Impact is important because it is a first step to enter a brand
to alternative options in the group stage in the information search and
alternative evaluation stage (in the method of decision-making process of five stages). 4. to get the impact of Interest, there are
differences between the three types of consumer goods products. Convenience
goods for only a maximum of 4 exposure to potential buyers have to make
"sense want to know more" about
the advertised brand.
However, shopping for
luxury goods and
goods more complicated.
Impact of interest because it is an important next step
for a brand to enter in groups of alternatives in the evaluation of
alternatives (in the decision making process of five stages). 5. Meanwhile, to get the impact of Desire and
Action, convenient only for the goods that can be measured, while for two other
types of consumer products difficult to measure, and tend to purchase more
triggered by other factors outside the TVC. From these findings, researchers
concluded that the advertiser can communicate brand TVC through cost effective with
the first set of communication goals and then measure the specific (based on
product category and brand life cycle
the cycle) the
amount of exposure
needed to achieve
that goal. TVC
placement is continuous,
but with the amount
required in accordance
with the results
of the measurements,
the placement of
continuous TVC would become Reminder for consumers to match
the recommended schedule with the placement of media consumer habits, and make
a creative message that TVC and vary according to the segment of the target
demographic factors.
Penulis: Andang Fazri
Kode Jurnal: jpmanajemendd090173
