Media Strategy of TV Advertising in Indonesia | Zendy

Mustika Sufiati Purwanegara | Zendy; Mia Td Indriani | Zendy; Augustine Merriska | Zendy; Evy Rachmawati | Zendy

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Media Strategy of TV Advertising in Indonesia

Author(s) -

Mustika Sufiati Purwanegara,

Mia Td Indriani,

Augustine Merriska,

Evy Rachmawati

Publication year - 2013

Publication title -

jurnal teknologi

Language(s) - English

Resource type - Journals

eISSN - 2180-3722

pISSN - 0127-9696

DOI - 10.11113/jt.v64.2256

Subject(s) - advertising , television advertising , advertising research , advertising campaign , product (mathematics) , business , channel (broadcasting) , native advertising , online advertising , computer science , telecommunications , mathematics , the internet , geometry , world wide web

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.

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