Analisis hubungan share of expenditure (soe) dengan value share (vs) tv commercial tahun 1998-2002

Valentina, Judith (2004) Analisis hubungan share of expenditure (soe) dengan value share (vs) tv commercial tahun 1998-2002. Masters thesis, Universitas Pelita Harapan.

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Abstract

Media televisi merupakan media elektronik yang memadukan teknologi audio dan visual sehingga iklan melalui media televisi masih dianggap paling efektif oleh produsen pasta gigi di Indonesia. Namun untuk beriklan melalui media televisi diperlukan biaya yang sangat besar sehingga para produsen pasta gigi di Indonesia perlu menetapkan spending yang optimal agar efektif dalam hal ini bukan hanya meningkatkan brand awareness tapi juga bisa meningkatkan penjualan sehingga investasi merek tidak menjadi sia-sia. Parameter keberhasilan suatu merek di pasar diukur berdasarkan value share, sehingga setiap spending yang dikeluarkan diharapkan bisa meningkatkan value share. Berdasarkan analisis spending tahun 1998 - 2002 dengan menggunakan simulasi dan trial and error, maka diperoleh rasio Share of Expenditure (SOE) berbanding Value Share (VS) Pepsodent tetap pada rasio 0.70 atau 0.71, Close Up tetap pada rasio 2.01, Ciptadent turun dari 1.51 menjadi 1.50, Formula tetap pada rasio 3.45, dan Smile Up tetap pada angka 6.64. Dengan nilai Share of Expenditure dan rasio SOE banding VS diharapkan masing-masing merek dapat menentukan spending yang optimal untuk mencapai target Value Share tertentu

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Valentina, JudithNIM19010058UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMuljono, MuljonoNIDN8870160017UNSPECIFIED
Additional Information: KP 19-01 VAL a
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 20 May 2021 02:27
Last Modified: 31 Aug 2021 07:45
URI: http://repository.uph.edu/id/eprint/28084

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