Respon Masyarakat Yogyakarta terhadap Videootron:(Survei Deskriptif Mengenai Tanggapan Respons Masyarakat Yogyakarta terhadap Videotron sebagai Media Iklan dengan Sempel Videotron pada Perempatan Gale

Luthfia Sholihati, Widodo Agus Setianto

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Nowadays, advertiser will do anything to attract target consumer’s attention. The only way to get the target consumer’s attention is the advertiser have to think creatively in using media advertising. Videotron is a new outdoor media advertising, especially in Yogyakarta, which show ads in format video without audio (voice). Videotron is a set of LEDs lamp are arranged in such way to resemble like a giant TV. Videotronis expected to be a solution for ‘visual garbage’ problems in Yogyakarta. But, can videotron be used as an alternative way to replace the another conventional media? The success indicators of an advertsing is the message delivered precisely to target audiences. Feedback or response from the target audience even become one of the ways to measure the effectiveness of these advertising media. Therefore, this thesis will examine the Yogyakarta community's response to Videotron as an advertising medium. Researchers will test the public response to Videotron at intersections of Galeria Mall. There will be two types of responses were discussed, there are cognitive response and affective responses. Cognitive responses will discuss the knowledge society about Videotron, and affective responses will discuss subjektive responses, likes and dislikes, and pleasure or displeasure. Videotron at intersection of Galeria Mall chosen because it is situated at the intersection with the traffic of vehicles is quite high; and located at a huge intersection, which incidentally has four flow of vehicles, but the intersection Galeria Mall only has two current vehicles. By using the survey method, researchers will deploy a questionnaire containing some questions about Videotron in outline, and Videotron at Galeria Crossroad Mall in specifics. Keywords : response; outdoor media advertising; videotron; effectiveness .

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