Title of article
Media Strategy of TV Advertising in Indonesia
Author/Authors
Purwanegara, Mustika Sufiati InstitutTeknologi Bandung - School of Business and Management, Indonesia , Indriani, Mia T. D. nstitutTeknologi Bandung - School of Business and ManagementI, Indonesia , Merriskaa, Augustine InstitutTeknologi Bandung, Indonesia - School of Business and Managemen, ndonesia , Ch, Evy Rachmawati InstitutTeknologi Bandung, Indonesia - School of Business and Management, Indonesia
From page
169
To page
175
Abstract
There is an increasing number of TV channel in Indonesia. The competitive environment in TV advertising has made advertisers pull many different media strategies to get audience’s attention. The media strategies consider several factors, such as television channel, product categories, program rating, and advertising rates. The purpose of this research is to explore media strategy for TV advertising in Indonesia, defined by number of advertising played on TV. We analyzed data on the behavior of TV advertisers in February 2010. From the research we found that television channel, product categories, and advertising rate had significant relationships with the number of advertising played on TV. Meanwhile, program rating did not have significant relationships with the number of advertising played on TV.
Keywords
TV advertising , media strategy , program rating , rate
Journal title
Jurnal Teknologi :F
Journal title
Jurnal Teknologi :F
Record number
2716020
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