Abstract
Advertisement is one of marketing communication forms made by companies to reach sales goal of certain product. Advertising creativity is one of important factors that determines the success of television advertisement, beside that the exposure intensity also be determining factor to make the television advertisement get attention from spectators. To measure the spectators response toward advertisement in this research, the researcher used AIDA model. AIDA (attention, interest, desire, action) model is one of popular response hierarchy models for marketer as guidance to implement the marketing communication activities. The thesis analyzes the influence of advertising creativity and exposure intensity toward the buying action as the final stage of consumer in deciding the decision to buy product. The research used quasi experimental study to 80 respondents as the target market of the advertised, that is ice cream of Haan brand. The experiment as done in 2 treatments, treatment 1: one advertising exposure and treatment 2: three advertising exposures. The Mann Whitney difference test with SPSS program showed no significant differences between treatment of 1 exposure and 3 exposures. The SEM PLS analysis showed that advertising creativity influenced significantly to attention, interest, desire and action in buying product.
Highlights
Consumer need is a very powerful motivation for company to produce product or develop existing product to fulfill what consumers want
The research instruments include various questions made for 25 indicators that consist of 10 questions of advertising creativity, 4 indicators representing advertising theme, 3 indicators signifying advertising jingle, and 3 indicators representing advertising slogan
The other 5 indicators are from attention variable, 4 indicators are from interest variable, 4 indicators are from desire variable and 2 indicators are from action variable
Summary
Consumer need is a very powerful motivation for company to produce product or develop existing product to fulfill what consumers want. The core of business basically starts from the emerging needs of two parties, consumers that need products since they cannot produce, and producers that are able to fulfill the needs of consumers to obtain return for the service. One of the ways to create consumer needs is to provide marketing strategy through advertising concepts. A creative advertising concept is considered effective to dig the consumer needs for a certain product. TV advertisement still become the mainstay for marketing campaign. It is expected that by using research data, good advertising campaign will be produced. Most advertising costs are expended for top line advertisement, where media plays important roles
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