Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image

Authors

  • Yuliana Riana Pand Bina Nusantara University
  • Wiliany Gui Bina Nusantara University

DOI:

https://doi.org/10.21512/humaniora.v7i1.3489

Keywords:

message, billboard, brand awareness, brand image

Abstract

The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message) to variable Y (brand awareness) and its implications on the variable Z (brand image). The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message) and Y (brand awareness) to variable Z (brand image) amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image.

 

Dimensions

Plum Analytics

References

Ang, L. (2014). Principles of Integrated Marketing Communications. New York: Cambridge University Press.

Aritonang R., Lerbin R. (2007). Riset Pemasaran: Teori & Praktek. Bogor: Penerbit Ghalia Indonesia.

Baisya, R. K. (2013). Branding in a Competitive Marketplace. Singapore: SAGE Publications.

Dainton, M., & Zelley, E. D. (2004). Applying communication theory for professional life: A practical introduction. Thousand Oaks, CA: SAGE Publications.

Griffin, E.M. (2012). A First Look at Communication Theory (8th ed.). New York: McGraw Hill.

Hansen, F., & Christensen, S. R. (2007). Emotions, Advertising, and Consumer Choice. Denmark: Narayana Press.

Hemashinta, L. K. (2012). Pengaruh Stimulus Iklan Televisi Pocari Sweat Versi “Youth Sweat Beautiful” Terhadap Brand Awareness Pada Mahasiswa. Retrieved on November 10, 2014 from http://publication.gunadarma.ac.id/handle/123456789/6232.

Industry Update. (2013). Industri Makanan dan Minuman. Retrieved July 6 2015 from www. Bankmandiri.co.id/…pdf/NFDK011778999.pdf

Kalbe.co.id. (n.d.). Investor Summit dan Capital Market Expo 2013. Retrieved on October 6, 2014 from http://www.kalbe.co.id/Portals/3/Investor/CompanyPresentation/Presentasi%202013/Materi%20Public%20Expose%20PT%20Kalbe%20Farma%20Tbk.%2031%20Oktober%202013.pdf

Larson, C. U. (2013). Persuasion: Reception and Responsibility (13th ed.). USA: Cengage Learning.

Launa, L., Arifin, H. S & Widyowati, W. (2012). Pengaruh Terpaan Iklan Televisi Axis Versi “Pake Sedikit Dijamin Gratisannya Banyak” Terhadap Brand Awareness di Kalangan Mahasiswa Bandung. Student e-Journals, 1(1). Retrieved on November 11th 2014 from http://jurnal.unpad.ac.id/ejournal/article/view/1495/pdf

Littlejohn., S. W., & Foss, K.A. (2009). Encyclopedia of Communication Theory. London: Sage Publications.

McQuail, D. (2010). Mass Communication Theory (6th ed.). London: Sage Publications.

Musgrove, R. (2008). Women’s Health Magazine “The Science Behind Food Cravings”. Retrieved on October 8, 2014 from www.lifescript.com

Mukherjee, D. (2009). Impact of Celebrity Endorsements on Brand Image. Social Science Research Network Electronic Paper Collection. Retrieved on July 6, 2015 from usdrinc.com/downloads/Celebrity-Endorsements.pdf

Percy, L. (2008). Strategic Integrated Marketing Communications. USA: Elsevier Inc.

Perloff, Richard M. (2008). The Dynamic of Persuasion: Communication and Attitudes in the 21st Century. New York: Lawrence Erlbaum Associates, Taylor and Francis Group.

Ronzio, R. A. (2004). Craving. The Encyclopedia of Nutrition and Good Health (2nd ed.). New York: Facts on File.

Sarjono, H., & Julianita, W. (2011). SSS vs LISREL: Sebuah Pengantar, Aplikasi untuk Riset. Jakarta: Salemba Empat.

Sari, I.V. & Herawati, A. (2013). Faktor-Faktor yang Mempengaruhi Tingkat Brand Image Sepeda pada Komunitas Jogja Last Friday Ride (Master’s thesis). Retrieved July 6th 2014 from http://e-journal.uajy.ac.id/4322/1/JURNAL.pdf.

Shimp, T. A. (2010). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. USA: Cengage Learning.

Simamora, B. (2008). Panduan Riset Perilaku Konsumen. Jakarta: PT Gramedia Pustaka Utama.

Trehan, M., dan Trehan, R. (2010). Advertising and Sales Management. Delhi: V.K. Enterprises.

Wicaksono, Y. (2006). Aplikasi Excel Dalam Menganalisis Data. Jakarta: PT. Elex Media Komputindo.

Downloads

Published

2016-01-30

Issue

Section

Articles
Abstract 1565  .
PDF downloaded 861  .