STUDY OF TELEVISION MEDIA STRATEGY OF FOOD PRODUCT CATEGORY FINAL PROJECT
By Nila Veronica 19007029
Undergraduate Program School of Business and Management Institut Teknologi Bandung
VALIDATION PAGE
STUDY OF TELEVISION MEDIA STRATEGY OF FOOD PRODUCT CATEGORY
By: NILA VERONICA ID No: 19007029
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
(Dr. Ir. Mustika Sufiati Purwanegara, MSc)
ABSTRAKSI Penelitian ini ditugaskan untuk mengkaji strategi media televisi dari kategori produk makanan. Penelitian ini bertujuan untuk menemukan faktor yang dipertimbangkan oleh perusahaan pengiklan dalam memilih media untuk iklan mereka. Iklan tidak meminta konsumen untuk membeli jasa atau produk secara langsung, tetapi membantu menciptakan perasaan positif terhadap suatu produk. Sikap positif ini akan membawa konsumen untuk membeli produk tersebut. Pada akhirnya, semua ini dilakukan berdasarkan tujuan untuk menjual produk dan menghasilkan keuntungan bagi perusahaan pemasang iklan. Iklan telah berkembang menjadi bisnis miliar dolar saat ini. Televisi komersial umumnya dianggap sebagai format pasar massal periklanan yang paling efektif. Persaingan industri televisi saat ini semakin rumit. Penonton pun menjadi lebih kritis. Selain itu, peningkatan lokal, nasional dan internasional TV memberikan lebih banyak pilihan kepada pemirsa. Di Indonesia ada sedikitnya 10 televisi nasional. Ini akan menciptakan sebuah bisnis televisi yang sangat kompetitif. Suatu program yang memiliki banyak penonton secara otomatis akan meningkatkan rating dari program itu sendiri. Program yang memiliki rating tinggi biasanya menarik perhatian besar pengiklan untuk menginvestasikan uang mereka di sana. Namun, rating tidak hanya salah satu yang dianggap oleh pengiklan. Ada banyak faktor lain yang mempengaruhi itu, seperti waktu dan biaya. Penggunaan variabel dalam penelitian ini terdiri dari waktu (hari dan jam), rating televisi, tingkat, program, dan kategori merek produk. Sumber data untuk penelitian ini diperoleh dari AC Nielsen, menggunakan perangkat lunak Arianna. Penelitian ini mencakup 10 stasiun TV nasional di Indonesia, yaitu RCTI, SCTV, Trans TV, Trans 7, Global TV, ANTV, TPI, Metro TV, Indosiar dan TVOne. Tujuan dari penelitian ini adalah untuk menjelaskan faktor-faktor yang dipertimbangkan oleh pengiklan dan agensi perusahaan media dalam memilih stasiun televisi untuk mengiklankan produk atau jasa mereka. Dalam penelitian ini menemukan bahwa pada beberapa stasiun televisi memiliki jumlah iklan lebih banyak pada harga iklan yang lebih tinggi. Temuan ini menyatakan bahwa beberapa pengiklan cenderung untuk mempertimbangkan aspek lainnya seperti rating dan jumlah penonton, tidak hanya mengenai harga iklan. Hal ini membuktikan bahwa sebuah program televisi yang memiliki rating tinggi tidak selalu menarik lebih banyak iklan. Untuk efektif, sebuah iklan harus mencapai jumlah maksimum dari target penonton yang dituju. Pemasang iklan dapat berkonsentrasi di daerah dimana potensi pasar terbesar. Dengan memilih program rating tinggi, pengiklan dapat menjangkau pemirsa yang lebih besar. Sehingga akan mengoptimalkan efektivitas Periklanan. Selain itu, pemasang iklan sebaiknya memilih periode yang tepat dan program untuk pesan komersial pengiklan. Kata Kunci: Periklanan, Media Televisi, Media Seleksi
ABSTRACT This research was commissioned to examine television media strategy of food product category. This study aims to find factors considered by companies in choosing media for their advertisement. Advertising is not asking the consumer to buy service or product directly, but it is helping to create positive feeling and attitude for brands. This positive brand attitude is what will lead to purchase. At the end, all of this is done based on purpose to make sales and generate profit of the corporate advertiser. Advertising has developed into a billion-dollar business nowadays. Television commercial is generally considered the most effective mass-market advertising format. Television industry competition nowadays is getting more complicated. The audience became more critical. Moreover, the increasing of local, national and International (pay) TV, gives more choice to viewers. In Indonesia there are at least 10 national televisions. This will create a highly competitive television business. A program has a lot of audience will automatically increase rating of the program itself. Programs that have high rating usually attract great attention of advertiser to invest their money there. However, rating is not only the one that is considered by the advertiser. There are many other factors that affect it, such as day part and rate. Thus, this is very important to understand the behavior of advertiser in selecting television station. The variable use in this research consists of time (day and hour), television rating, rate, program, and category of a brand/product. The source of data for this study was obtained from A. C. Nielsen, using Arianna software. This research covers 10 national TV stations in Indonesia, which are RCTI, SCTV, Trans TV, Trans 7, Global TV, ANTV, TPI, Metro TV, Indosiar and TVOne. The objective of this research is to describe factors consider by corporate advertiser and media agency in selecting television station to advertise their product or service. About factors that influence a company to spend their money in advertising. In this research found that some television stations still have more ads in the higher rate (more expensive), than the regular rate. This finding represent that some advertisers tend to consider other aspects such as rating and the number of viewer, not only about the advertising rate, when the other are not. But still, a television program that has high rating not always attract more ads. Advertising rate is one of the most important factors considered by most advertisers. To maximize awareness and be effective, the advertising must reach the maximum number of the target audience. The advertiser can concentrate commercials in areas where market potential is greatest. By choosing higher rating program, advertiser could reach larger viewer. So, it would optimize the effectiveness of the Advertising Another consideration of corporate advertiser in buying TV time is selecting the right period and program for advertiser’s commercial messages. The various daypart segments attract different audiences in both size and nature, so advertising rates varies accordingly. This is important to advertisers since they attract different demographic groups. Advertisers must decide when to air commercials and on which programs. Keyword: Advertising, Television Media, Media Selection
FOREWORD
This final project held by school of Business and Management – Institute of Technology Bandung in collaboration with PT.Global Informasi Bermutu as an applied research, which contains “STUDY OF TELEVISION MEDIA STRATEGY OF FOOD PRODUCT CATEGORY”. First of all, the author wants to thank God for His power and guidance to give the author such a lot of strength and ability to complete this final project. Moreover, the author would like to thank all the beloved family, from the best figure father of all the time, the dearest late Mr.Edward Rais, to the strong patient mother in my whole life Mrs. Gina Yohamar, also my beloved caring brother Lukmannul Hakim, and also to the dearest lovely grandmother and grandfather Mrs. Nurdewati and Mr. Muhammad who have provided lot of attention, motivation, and their prayers for me in doing this final project. Furthermore, the author also has a great gratitude towards my beloved final project advisor Mrs. Dr. Mustika Sufiati Purwanegara, M.Sc., for her guidance and support in doing final project. Also Mr. Andreas and Mr. Adhi Yudho who always guide patiently and help me in analyzing data, and all the teachers and staff of SBM ITB, thank you. In addition, for PT.Global Informasi Bermutu Jakarta especially to Mr. Dodi and Mr. Donnie Utama as my field mentor that has provided lots of lessons and experience that very useful in this final project. Also Mr. Arief Munajat who always helps anything related to data needed for this research. Moreover, the author would like also to thank dear my best SBM friends, the author’s dearest companion of all time Ikromu Ibadillah, Yulia Rifanda, Raisa Aliyya Roseli, Khairisa Permata, Bhre Sandhya, Putu Agni Parahita, Kartika Annisa, Rizani Imaniar, and Satria Rezky Pratama to always be there to support me in many ways. I would also thank to all my marketing friends, especially Astrid Kartika, Andika Wiriadiputra, Dhea Sekar, Redo Timothy, Esa Mahira, Giovanni Rahmadeva, and Trixie Isabella, thank you for
everything. And for the last, I would also give my biggest gratitude to best people in my life Reza Wildan Basyarahil, Cut Nadila, Cut Safira Zulfa and Dila Rachmi. The author really appreciate and gratify to all the support and help from my best beloved people above, thank you and I hope this final project will bring benefit for those who read this final project and all of us.
Bandung, July 2010 Nila Veronica
LIST OF CONTENTS
ABSTRACT …………………………………………………………………..… i FOREWORD ..………………………….……………………………….……... ii CHAPTER I INTRODUCTION………………….…………………………… 1 1.1 Reseearch Background …………………………………..…………2 1.2 Problem identification……………………………………………....2 1.3 Problem limitation………………………………………..................2 1.4 Research objective…………………………………………………...2 1.5 Research question……………………………………………………3 1.6 Research hypothesis…………………………………………………3 CHAPTER II THEORITICAL FOUNDATION…………………….………....5 2.1 Advertising………………………………………………………...…5 2.2 National Television Profile…...…………………………………….5 2.2.1 Global TV…………………………………………….……………..5 2.2.2 RCTI…………………………………………………………..…….6 2.2.3 SCTV………………………………………………………………..6 2.2.4 TV One……………………………………………………………...6 2.2.5 Trans TV……………………………………………………………7 2.2.6 TPI…………………………………………………………………...7 2.2.7 Trans 7………………………………………………………………7 2.2.8 Metro TV……………………………………………………………7 2.2.9 ANTV……………………………………………………………….8 2.2.10 Indosiar…………………………………………………………....8 2.3 Advertising Effectively………………………………………...........9 2.4 Media Selection…………………………………………………........9 2.5 Television as Advertising Media…………………………………..9 2.5.1 Spot……………………………………………………….………..10 2.5.2 Daypart………………………………………………………...….10 2.5.3 Rating……………………………………………………………...11
2.5.4………………………………………………………………………11 CHAPTER III METHODOLOGY…………………………………...………...13 CHAPTER IV DATA ANALYSIS…………………………………...………..17 4.1 Relationship Between Time and Total Ads Number…………...18 4.1.1 Relationship Between Day and Total Ads Number…………..18 4.1.2 Relationship Between Hour and Total Ads Number………....24 4.2 Relationship Between Program TVR & Total Ads Number…...30 4.3 Relationship Between Advertising Rate & Total Ads Number..37 4.4 Relationship Between Prog. Category & Total Ads Number….42 4.5 Relationship Between Time (Hour) and Total Ads Number…..47 4.6 Implementation Media Strategy by Advertiser…………………53 4.6.1 Relationship Between Total Number of Food Product Category Ads on Workday and Weekend With Advertising Rate………………………………………………………………53 4.6.2 Relationship Between Highest Number of Food Product Category Ads Hour With Advertising Rate…………………54 CHAPTER V FINDINGS AND CONCLUSION…………………………….59 REFERENCES ………………………………………………………….............61 APPENDIX……………………………………………………………………...63
