The Exposition Effect of Advertising Cues towards the Preference of Potential Customers  

Oleh:

Hendro ; Budi, Andy Susilo Lukito

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International Conference on Business and Communication (ICBC): Managing Change in Global Context : Toward Sustainable Competitiveness, page 067-076.
Topik: advertising cues; endorsement; popularity; sponsorship; and brand equity
Fulltext: E - Proceeding The 2nd ICBC p67.pdf (1.38MB)

Isi artikel

The selection process of advertising cues is very important in order to make potential customers to understand what the message of the advertisement is. In light of that, this study aims to identify types of advertising cues that works for a tablet computer. There are three advertising cues elements, i.e.: third party endorsement (E) , brand popularity (P), and event sponsorship (S),that will be tested toward consumer perception on four variables, i.e.: product quality, uniqueness, manufacturer esteem, and corporate citizenship in some advertising cues scenarios. There were 240 respondents used in this study. They were exposed into three tested variables with one control group (unexposed). The result was compared together with independent sample t-test to test the significance of advertising cues between exposed and unexposed groups. According to the result, the third-party endorsement cue gave significant effect to the perceived product quality, perceived uniqueness, manufacturer esteem and corporate citizenship variables. Corporate citizenship variable was also affected by event sponsorship cue. However, different result was shown by the popularity of the brand cue. It did not have a significant effect on the perceived product quality variable. Indeed, these findings need further clarification due to the several facts coming from previous works on the same area. They show that most of Indonesian people are more attracted by a popular brand although the quality is similar with other less popular brands.

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