TV-BASED ADVERTISING AND IMPACT TO THE DIMENSION OF BRAND EQUITY: TOWARDS EFFECTIVE MARKETING COMMUNICATION

Ign. Heri Satrya Wangsa

Abstract


Communication has been part of everyday's human activity as well as companies which should have regular communication program to socialize products. In today's era of technology TV has become common medium of information which is very effective to deliver message or in a wider sense to make an effective marketing communication. One of the common medium for marketing communication is advertising. This paper is a conceptual-based paper which is intended to discuss impact of advertising to the dimension of brand equity as part of developing effective marketing communication. From this paper the writer also would like to facilitate other researchers to conduct comprehensive research in advertising and consumer behavior. The writer uses four models and several theories to discuss the problem formulation. The models used in this paper are Model-1: Image Analysis (Kotler, 1994), Model-2: Consumer Decision Model (Howard et al. 1998), Model-3: AIDA Model (Kotler, 1994), and Model-4: Attitude-Toward-The-Ad-Model (Schiffman & Kanuk, 1987).

Keywords


advertising, dimension of brand equity, marketing communication, consumer behavior

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