The Effectiveness of TV Advertisement: A Comparative Study on Esia and Flexi

Abstract

This study aims at: (1) analyzing the effectiveness of TV advertisement in relationship with the consumers buying decision on two telephone cards, that are Esia and Flexi using Consumer Decision Model (CDM); (2) analyzing the factors that influence the effectiveness of TV advertisement in relationship with the consumers buying decision; (3) analyzing which advertisement is more effective in influencing consumers buying decision on Esia and Flexi. This study employs comparative method. The data are derived from the questionnaires which had been completed by the respondents. The respondents are TV viewers in Bekasi, West Java, Indonesia. The result of the study reveals that the use of TV advertisement in promoting the two telephone cards, which are Esia and Flexi, is effective. The effectiveness of TV advertisements on the two telephone cards are influenced by two variables of CDM that are information and consumers’ attitude. Furthermore, the study also shows that the effectiveness of TV advertisement on Esia is different to that on Flexi. It is proved by the fact that observed t (2.221) is higher than table t (2.210).