The effectiveness of tv commercial axe heaven on earth from the perspective of the aida model

Novi, Novi (2012) The effectiveness of tv commercial axe heaven on earth from the perspective of the aida model. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Setiap menit, perusahaan-perusahaan mengeluarkan miliaran, bahkan triliunan dolar yang dihabiskan untuk pengeluaran periklanan melalui berbagi macam media. Di dalam pasar yang sangat kompetitif, produk dan merek-merek yang ada bersaing secara ketat. Maka dari itu mereka berjuang untuk tetap bertahan di dalam pasar tersebut dengan melakukan aktivitas-aktivitas periklanan dan menjaga kualitas produk yang mereka produksi. Para marketer selalu tertarik untuk mengetahui bagaimana proses yang terjadi di dalam diri konsumennya ketika seorang konsumen memproses informasi dan stimuli yang mereka terima sehingga mengarahkan mereka terhadap perilaku dan tindakan tertentu. Untuk memproduksi suatu iklan televisi, dibutuhkan biaya yang sangat tinggi, maka bagaimana iklan tersebut dieksekusi, harus jelas dan cukup persuasif untuk dapat menarik perhatian, diproses dan dimengerti dan diingat di benak konsumennya. AIDA merupakan salah satu model klasik dari model komunikasi persuasi. Model ini akan menjadi fondasi dari penelitian ini dan menjadi pedoman utama di setiap tahapan yang ada. AIDA adalah singkatan dari Attention (Perhatian), Interest, Desire, Action. Pada tahap terakhir di dalam model AIDA, terdapat action (tindakan), namun action tidak hanya diartikan sebagai tindakan pembelian, melainkan tindakan lainnya seperti WOM, penolakan, dan pencarian informasi lebih lanjut. Pendekatan yang dipakai di dalam penelitian kali ini merupakan pendekatan kuantitatif, dengan menggunakan survei ‘self-conpletion’, penelitian ini menggunakan kuestioner sebagai alat untuk mencari dan mengumpulkan data primer. Jumlah sampel yang diambil berjumlah 100 orang, dengan menggunakan likert scale sebagai alat ukur. Hasil dari penelitian ini, akan menjelaskan tahapan mana dari AIDA yang paling efektif dalam iklan ‘AXE’ / Every minutes companies are spending billion even trillion dollars amount to be spent for advertising expenses on different media vehicle (Marketing Magazine, 2011). Products and brand are competing tightly in this competitive market. Therefore, they strive to stay alive by doing advertising activities and maintaining the quality of the product itself. Marketers are always interested in the process of how consumer process the information and stimulation that leads to certain behavior. To produce one TV commercial is very expensive, therefore, how the commercial is executed must be cleared and persuassive enough to be able to grab the attention, processed and understood, and retain in the mind of prospects. AIDA is one classic persuassion model. This model will be the foundation of the research and becoming the main guidance to each stage of the research. AIDA is an acronym of attention, interest, desire, and action. At the last stage of the process, action, it doesn’t only means of whether it leads to a buying decision but several actions might become possible action of the stimulation, whether it is seeking of information or purchase behavior. The approach of this thesis is using quantitative research by using self completion survey with questionnaire as the tool to gather primary data. The sample size of the research are 100 respondents using likert scale as the measurement scale. The findings elaborate on which stage of the AIDA model is the most effective on the TV commercial of Axe Heaven On Earth.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Novi, NoviUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, Naniek N.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: effectiveness ; tv commercial ; aida
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 05 Oct 2018 02:12
Last Modified: 11 Dec 2019 02:12
URI: http://repository.uph.edu/id/eprint/1235

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