Media Strategy of TV Advertising in Indonesia

Authors

  • Mustika Sufiati Purwanegara School of Business and Management, InstitutTeknologi Bandung, Indonesia, JlGanesha 10 Bandung 40132 Indonesia
  • Mia T. D. Indriani School of Business and Management, InstitutTeknologi Bandung, Indonesia, JlGanesha 10 Bandung 40132 Indonesia
  • Augustine Merriska School of Business and Management, InstitutTeknologi Bandung, Indonesia, JlGanesha 10 Bandung 40132 Indonesia
  • Evy Rachmawati Cha School of Business and Management, InstitutTeknologi Bandung, Indonesia, JlGanesha 10 Bandung 40132 Indonesia

DOI:

https://doi.org/10.11113/sh.v64n2.59

Keywords:

TV advertising, media strategy, program rating, rate

Abstract

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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Published

2013-08-15

Issue

Vol. 64 No. 2: Special Edition

Section

Articles

License

Copyright of articles that appear in Sains Humanika belongs exclusively to Penerbit Universiti Teknologi Malaysia (Penerbit UTM Press). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.

How to Cite

Media Strategy of TV Advertising in Indonesia. (2013). Sains Humanika, 64(2). https://doi.org/10.11113/sh.v64n2.59