Adolescents' Awareness of Djarum Foundation's CSR Advertisements: Are They Truly CSR Advertisements?  

Oleh:

Siahaya, Isabella Astrid ; Prasadja, Heru

Jenis: Article from Proceeding
Dalam koleksi: The 3rd International CSR Communication Conference (CSRCOM) University of Ljubljana, 17-19 September 2015, page 259-264.
Topik: Advertising; cigarette; corporate brand; corporate social responsibility; product brand; television
Fulltext: CSR_URN_NBN_SI_DOC-3OXDCEQF - p259.pdf (665.39KB)

Isi artikel

Purpose Djarum Group has several business fields and the main business is Djarum cigarettes. Djarum Group also has Djarum Foundation, running CSR programs one of which is Djarum Foundation Bakti Olahraga focusing on badminton whose ads often appear on television. The purpose of this study is to describe the adolescents’ awareness of the Djarum foundation’s CSR advertisements. Design/Methodology The theories used are advertising and brand strategy. This study used a quantitative method, i.e. survey. Questionnaires were distributed to 600 students from 6 senior high schools in Jakarta which were determined purposively. Findings The results of the study found that 70.9% of the respondents were familiar with the brand of the cigarettes through advertisements on television. 63.7% were aware that the most frequently seen cigarette ads on television is Djarum. 51% answered that Djarum ads were about sport. 52.8% admitted the type of the sport in Djarum ads is badminton. The conclusion of this research is that adolescents in Jakarta consciously associated the Djarum foundation’s CSR advertisements with Djarum cigarette advertisements.

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