Analysis of the on-air television advertising affect to consumer memory :: A Case of Coca-Cola campaigns
PRIMADIANTO, Demmy, Dr. Basu Swastha Dharmmesta, MBA
2001 | Tesis | Magister Manajemen-
A phenomenon that occur in our daily life in watching television advertisement, most people or we always avoid the advertisement by changing the television channel. Television advertisement should not be annoy to viewer, the advertisement should affect to the consumer’s long-term memory. Generally, the memory affected by emotion arid perception. The problem is how far the emotion and perception affect to consumer’s memory. From the survey that has have been conducted by researcher. The result is that the consumer’s memories are positively affected by their emotion and perception. The affecting level of emotion and perception to consumer’s memory is relatively low. This situation caused by the other factor or vatiabie that is not included in this research. For the next advertising creation, the advertisement creator should not ignore emotional and perceptional aspect of the viewer. Because it have been proved that the aspect will affect to the long-term memory of consumers. Moreover, the advertisement must not be annoying, consumers must enjoy the advertisement. Because 80% advertising more effective when people enjoying the program.
Kata Kunci : Iklan Coca,Cola,Media TV,Persepsi Pemirsa
