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"Product placement or brand placement describes the integration of a product or a brand into a film, televised series, and other types of entertainment programming for promotional purposes. Product placement, as a variant of sponsorship, encompasses hybrid forms of promotion within mediated entertainment that share on main feature: the promotional intent is not made explicit but is ostensibly presented as a part of the dramatic entertainment. Little academic research to date has been conducted to study consumer attitude toward product placement in the form of webisode branded entertainment and their impact to advertisement attitude, brand image and purchase intention. Previous research regarding attitude towards product placement has shown that several antecedents were involved in shaping the brand attitude and purchase intention, including attitude towards the actor, attitude towards the character, attitude towards the movie, fit between the actor and brand, fit between character and brand and fit between movie and brand.Tropicana Slim Stevia marketing strategy that integrates webisode as a form of branded entertainment and traditional advertisement create potential research for this topic. The research used survey method in this research to investigate the attitude antecedents that form brand attitude and purchase intention in an integrated marketing campaign that involves product placement (in form of webisode) and traditional advertising (in form of television advertisement). The research analyzed the primary data gathered using structural equation modeling (SEM) to investigate the relationships that may or may not happen from the proposed research model. The result of this research shows that attitude towards product placement has the highest influence on brand attitude, while attitude towards character has very high influence on attitude towards advertisement. There is also a positive relationship found between attitude towards webisode and television advertisement, proving the impact of webisode in shaping consumer advertisement attitude in a digital and traditional media convergence."

"Perkembangan media sosial dimanfaatkan oleh pemilik brand maupun marketer menjadi channel untuk berkomunikasi dan berinteraksi dengan konsumen. Tidak sedikit perusahaan yang bekerjasama dengan influencer sebagai source of message untuk menawarkan produk atau brand. Namun pemilihan influencer yang tepat bukanlah hal yang mudah. Beberapa fenomena yang terjadi, pelaku usaha mendapatkan hasil yang kurang efektif dari penggunaan influencer marketing. Selain itu, dari literasi sebelumnya didapatkan bahwa kegagalan menemukan keseimbangan antara influencer dan brand dapat menghasilkan citra terbalik, yang menyebabkan kebingungan pelanggan dan sikap negatif terhadap brand. Penelitian dilakukan untuk menjawab fenomena dan permasalahan yang ada dengan mengidentifikasi faktor yang mempengaruhi attitude toward influencer di media sosial dan mencari tahu pengaruhnya terhadap brand attitude dan purchase intention. Penelitian ini merupakan pengembangan dari Theory of Planned Behavior dan elaborasi dari penelitian yang sudah ada sebelumnya dengan menggunakan Structure Equation Modelling (SEM). Hasil penelitian menunjukkan faktor-faktor yang dapat mempengaruhi attitude toward influencer diantaranya perceived credibility, trust, perceived expertise, perceived congruence, dan influencer-brand congruence. Selain itu, didapatkan bahwa attitude toward influencer berpengaruh positif terhadap brand attitude dan purchase intention. Secara praktis penelitian ini memberikan gambaran bagi pelaku usaha dan pemasar mengenai faktor-faktor yang mempengaruhi sikap konsumen Indonesia terhadap influencer sehingga dapat memilih influencer yang tepat dan memberikan dampak positif terhadap brand attitude dan purchase intention. Hal ini juga membantu pelaku usaha dan pemasar untuk memahami kontribusi influencer marketing terhadap brand attitude dan purchase intention.

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The development of social media is used by brand owners and marketers as a channel to communicate and interact with consumers. Many companies have collaborated with influencers as a source of message to offer a product or brand. But choosing the right influencer is not an easy thing. Some phenomena that occur, business actors get less-effective results from the use of influencer marketing. In addition, from previous literature it was found that failure to find a balance between influencers and brands can result in a reversed image, which causes customer confusion and negative attitudes towards the brand. The research was conducted to answer existing phenomena and problems by identifying factors that influence attitudes toward influencers on social media and finding out their influence on brand attitudes and purchase intentions. This research is a development of the Theory of Planned Behavior and an elaboration of previous research using Structure Equation Modeling (SEM). The results of the study show that the factors that can influence attitudes toward influencers include perceived credibility, trust, perceived expertise, perceived congruence, and influencer-brand congruence. In addition, it was found that attitude toward influencers had a positive effect on brand attitude and purchase intention. Practically, this research provides an overview for business actors and marketers regarding the factors that influence Indonesian consumers' attitudes towards influencers so that they can choose the right influencer and have a positive impact on brand attitude and purchase intention. It also helps businesses and marketers to understand the contribution of influencer marketing to brand attitude and purchase intention."

"Femvertising (iklan yang menampilkan perempuan dengan citra positif dan memberdayakan) merupakan strategi pemasaran yang saat ini cukup marak digunakan oleh perusahaan. Dengan femvertising, diharapkan perusahaan akan terhubung dengan lebih baik dengan target konsumen dan mendapatkan sikap yang positif terhadap brand mereka. Penelitian ini bertujuan untuk menganalisis variabel anteseden dari attitude toward femvertising yaitu perceived congruence, perceived authenticity, public self-consciousness, social anxiety dan need for emotion dan bagaimana pengaruh sikap terhadap femvertising pada brand attitude, purchase intention dan e-WOM intention. Penelitian dilakukan dengan menyebarkan kuesioner pada 294 sampel, data diolah untuk kemudian dianalisis menggunakan SEM dan aplikasi AMOS. Hasil analisis menunjukkan bahwa perceived congruence, perceived authenticity dan public self-consciousness berpengaruh positif terhadap attitude toward femvertising, sedangkan social anxiety tidak berpengaruh secara signifikan dan need for emotion berpengaruh signifikan namun tidak secara positif. Ditemukan juga bahwa attitude toward femvertising berpengaruh positif secara signifikan terhadap brand attitude, purchase intention dan e-WOM intention. Penelitian ini memberikan kontribusi secara akademik dan implikasi manajerial mengenai strategi pemasaran dan periklanan dengan menggunakan isu pemberdayaan perempuan dan kesetaraan gender untuk menciptakan sikap yang positif sehingga berujung pada niat membeli.

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Femvertising (ads that present women with an empowered and positive image) is a marketing strategy that is currently being widely used by companies. With femvertising, it is hoped that companies will better connect with target consumers and gain a positive attitude towards their brand. This study aims to analyze the antecedent variables of attitudes towards femvertising, namely perceived congruence, perceived authenticity, public self-consciousness, social anxiety and need for emotion and how attitudes towards femvertising influence brand attitudes, purchase intentions and e-WOM intentions. The research was carried out by distributing questionnaires to 294 samples, then the data was processed and analyzed using SEM and the AMOS application. The results show that perceived congruence, perceived authenticity and public self-consciousness have a positive effect on attitudes towards femvertising, while social anxiety has no significant effect and need for emotion has a significant but not positive effect. It was also found that attitudes towards femvertising has a significant positive effect on brand attitudes, purchase intentions and e-WOM intentions. This research contributes academically and has managerial implications regarding marketing and advertising strategies by using the issue of women's empowerment and gender equality to create positive attitudes that lead to purchase intentions."

"Skripsi ini membahas pengaruh sikap pada iklan televisi Sensodyne Gentle Whitening dan Rexona Spray yang menggunakan layanan periklanan Brand Power terhadap keputusan pembelian produk dalam iklan. Penelitian ini adalah penelitian kuantitatif dengan metode eksperimen completely randomized design dengan laboratory experiment dan jenis penelitian ini adalah penelitian eksplanatif komparatif. Teori yang dipakai dalam penelitian ini adalah Hierarchy of Effects serta teori dan konsep penunjang lainnya seperti teori keputusan pembelian dan konsep sikap dan iklan. Hasil penelitian menemukan adanya hubungan dan pengaruh yang kuat antara sikap pada iklan televisi yang menggunakan layanan periklanan Brand Power dengan keputusan pembelian. Selain itu juga ditemukan bahwa nilai keputusan pembelian Kelompok Eksperimen lebih tinggi dibandingkan dengan Kelompok Kontrol.

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This research is to discuss the influence of Sensodyne Gentle Whitening TVC and Rexona Spray TVC using Brand Power as an ad service on the purchase decision of the products. This research is a quantitative study with completely randomized design experiment research with laboratory experiment. The type of this study is comparative explanative research. Theories used in this research are Hierarchy of Effects, Purchase Decision theory, and other supporting concepts such as the concept of attitude and advertising.

The result of this research is that there`s a strong effect between television commercial (TVC) using Brand Power as ad service and the purchase decision of the product. This research also found that the purchase decision value of Experiment Group is higher than the Control Group."

"Penelitian ini bertujuan untuk mengetahui variabel yang berpengaruh positif secara signifikan pada respon konsumen terhadap suatu iklan yang terdapat di suatu website dan mengambil studi kasus iklan Pizza Hut di website detik.com. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode (cross sectional design).Peneliti menggunakan sampel 198 orang yang pernah melihat iklan Pizza Hut pada bulan November 2012 dengan metode nonprobability sampling. Metode analisis data yang digunakan adalah uji reliabilitas, validitas, dan analisis regresi. IBM SPSS Statistics 15.0 digunakan sebagai alat bantu penelitian. Hasil penelitian ini menunjukkan bahwa adanya pengaruh positif yang signifikan antara cognitive response terhadap website attitude, cognitive response terhadap brand attitude, cognitive response terhadap purchase intention, website attitude terhadap brand attitude, dan brand attitude terhadap purchase intention. Selain itu, tidak terdapat pengaruh positif antara affective response terhadap website attitude, affective response terhadap brand attitude dan affective response terhadap purchase intention meskipun terdapat pengaruh yang signifikan.

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This study aims to know positively variable influence significantly on consumer response against an advertising websites and take a case study advertising Pzza Hut at detik.com website. This research uses exploratory and descriptive design research conducted one time in one period (cross sectional design). Researcher uses sample of 198 people who have seen the advertising Pizza Hut at detik.com website in November 2012 using nonprobability sampling method. Data analysis methods used are frequency distribution, reliability test, validity test, and regression analysis. IBM SPSS Statistics 15.0 used as a research tools.

The results of this study indicate that there is a significant positive influence between cognitive response to the website attitude, cognitive response to the brand attitude, cognitive response to purchase intention, website attitude to the brand attitude, and brand attitude to the purchase intention. Whereas, there was no positive influence of affective response to the website attitude, affective response to the brand attitude, and affective response to the purchase intention although there is a significant influence."

"Tesis ini menganalisa efektifitas iklan SOYJOY versi "Beauty" yang masih ditayangkan saat ini. Pendekatan untuk melihat efektifitas ditinjau dari respon konsumen terhadap iklan, respon konsumen terhadap merek produk dilihat dari iklannya dan respon konsumen terhadap kecenderungan membeli. Penelitian ini melibatkan 120 responden yang_ terbagi dalam 4 kelompok yaitu wan ita yang mengkonsumsi, wanita yang tidak mengkonsumsi, pria yang mengkonsumsi dan pria yang tidak mengkonsumsi dengan j umlah responden untuk masing-masing kelompok adalah 30 orang. Dari basil penelitian ini, didapat bahwa ada perbeda respon yang nyata diantara 4 kelompok dimana kelompok wanita yang mengkonsumsi SOYJOY memiliki sikap terhadap iklan, sikap terhadap merek dan keinginan membeli yang lebih positif. Diantara responden pria, kelompok yang tidak mengkonsumsi ,memiliki sikap terhadap iklan yang lebih positif tapi mereka tidak menunjukkan sikap yang serupa untuk penilaian terhadap merek.

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The thesis has the purpose to analyze the effectiveness of SOYJOY "Beauty" version ad through consumer's response to the ad, response to the brand and their behaviour intention to purchase the product. This research involves 120 respondents that are divided into 4 groups that consist of 30 female users, 30 female non users, 30 male users and 30 male non users. The research's result shows that these 4 groups have different responses with more positive attitude toward the ad, attitude toward the brand and purchase intention for female users. Among the male respondent, more positive attitude toward the brand was found for non user but the attitude toward f.he ad has less positive judgement

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"Persaingan industri minuman di Indonesia sangat ketat karena tingginya tingkat konsumsi produk siap minum, khususnya soft drink. Oleh karena itu, perusahaan berupaya memasarkan produknya lewat media televisi. Hambatan yang perusahaan hadapi adalah biaya periklanan yang tinggi dan perbedaan respon masyarakat Indonesia, khususnya generasi Y dan Z terhadap iklan tersebut. Hal ini mendorong perusahaan untuk menampilkan iklan yang inovatif dan kreatif, dengan berupaya untuk membuat iklan dengan metode pencarian ide iklan yang berbeda. Oleh karena itu, perlu diketahui bagaimana pengaruh iklan tersebut pada masyarakat. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modeling SEM dan kuesioner Positive and Negative Affect Scale PANAS . Berdasarkan penelitian yang telah dilakukan, ada beberapa variabel yang berpengaruh maupun tidak berpengaruh terhadap masyarakat generasi Y dan generasi Z.

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The competition of beverage industry in Indonesia is very high because of the high level of consumption of ready to drink products, especially soft drinks. Therefore, the company needs to promote its products through television media. But, there are problems that faced by company, there are high advertising costs and differences response of Indonesian's society, especially Y and Z generations to those ads. This encourages company to makes innovative and creative advertising, by creating ads with different idea generation methods. So, it is important to know how the influence of these ads on society. Methods that used in this research are Structural Equation Modeling SEM , and Positive and Negative Affect Scale PANAS questionnaire. Based on the research that has been done, there are several variables that have an effect and do not affect to the Y generation and Z generation."

"SOZZIS adalah produk sosis siap santap pertama di pasar Indonesia yang diluncurkan secara nasional pada bulan Februari 2005 dengan target konsumen SES AF, A, B`, B, dan C*. Pada tahun pertama peluncuran nasionalnya, SOZZIS berhasil menjadi market leader untuk keseluruhan kategori produk sosis (pangsa pasar ± 40%), serta meraih Indonesian Consumer Satisfaction Awards (ICSA) 2005 dan Packaging Consumer Branding Awards (PCBA) 2005.Kesuksesan SOZZIS di pasaran tidak terlepas dari dukungan strategi IMC (Integrated Marketing Communication) yang memfakuskan iklan televisi sebagai seajata utama dalam mendorong penjualan karena kemampuannya menjangkau konsumen secara has. Versi terbaru iklan televisi SOZZIS dirancang dengan efek peripheral dan central yang lebih kuat dibandingkan iklan sebelumnya. lklan ini menampilkan endorser yang terdiri dari Basuki, Dedi Mizwar, Nana Mirdad, Naysila Mirdad, dan Nabila dengan maksud merangkum keseluruhan target konsumen SOZZIS. Selain itu, diikutsertakan juga jingle Cucak Rowo sebagai media untuk menyampaikan informasi produk SOZZIS kepada konsumen.Oleh karena konsumen memberikan respon, yang berbeda, baik berupa perasaan (af]rect) maupun penilaian (cognition), kelika melihat suatu iklan maka perlu dilakukan penelitian yang mengembangkan model attitude toward the ad. Adapun, penelitian ini bertujuan untuk mengetahui pengaruh attitude toward the ad terhadap brand attitude dan purchase intention pada konsumen yang sudah mengkonsumsi SOZZIS dan konsumen yang belum mengkonsumsi SOZZIS.Penelitian ini menggunakan sampel ibu rumah tangga di DKI Jakarta yang mengkonsumsi daging sapi dan ayam, benisia 21-40 tahun, berpendidikan minimal SMU, serta mcmiliki tingkat pengcluaran konsumsi di alas Rp. 500.000 per bulan. Dalam rangka memenenuhi tujuan penelitian maka sampel penelitian ini terdiri dari 100 orang responder yang sudah mengkonsumsi SOZZIS dan 100 orang responden yang belum mengkonsumsi SOZZIS.Analisa data penclitian dengan metode SEM (Structural Equation Modeling) menunjukkan bahwa pada responden yang sudah mengkonsumsi SOZZIS, brand attitude dipengaruhi sccara Iangsung oleh attitude toward the ad dan brand cognition, sehingga kemudian mendorong purchase intention. Akan tetapi, brand cognition ini ternyata bukan berasal dari iklan SOZZIS versi Cueak Rowo. Sedangkan, pada responden yang belum mengkonsumsi SOZZIS, attitude toward the ad mempengaruhi brand altitude secara langsung dan tidak langsung (meialui brand cognition), sehingga mendorong purchase intention.Hasil penelitian ini menunjukkan bahwa penguatan aspek peripheral iklan SOZZIS versi Cucak Rowo dengan penambahan endorser dan jingle terhukti berperan dalam meningkatkan pengaruh altitude toward the ad terhadap brand altitude dan purchase intention dari responden yang sudah maupun betuzn mengkonsumsi SOZZIS. Selain itu, penguatan aspek central mclalui informasi produk dalam jingle juga turut meningkatkan pengaruh attitude toward the ad terhadap brand altitude dan purchase Intention pada responden yang belum mengkonsumsi SOZZIS.Terdapat beberapa implikasi manajerial yang disarankan penelitian ini, antara lain pemasar perlu mengikutsertakan peripheral cues dalam iklan televisi untuk mendorong existing consumer tnelakukan pembelian ulang. Sedangkan, untuk menjangkau konsumen barn maka pemasar perlu mengkombinasikan peripheral cues dengan aspek informatif untuk mempermudah penyainpaian inforinasi. Selain itu, pemasar perlu rnengontroi arus informasi produk yang beredar di kalangan konsumen untuk senantiasa menjamin pengaruh positifnya dalam mempengaruhi brand attitude dan purchase intention.

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SOZZIS is a pioneer of ready-to-eat sausage product in Indonesian market. It was nationally launched in February 2005, which targeted to consumer SFS A+, A, B', 13, C', In it's first year, SOZZIS succeed being market leader in all sausage product category with 40% market share, besides it's achievement of "Indonesian Consumer Satisfaction Awards" (ICSA) 2005 and "Packaging Consumer Branding Awards" (PCBA) 2005.These successful are tight to Japfa's integrated marketing communication (IMC) strategy which is focused in the wide reach of TVC to push SOZZIS sales throughout country. SOZZIS newest TVC (in early 2006) was designed with stronger peripheral and central effect than before. ll's performed endorser of 5 famous artists consist of Dedi Mizwar, Basuki, Nana Mirdad, Naysila Mirdad, and Nabila. The new TVC also use jingle of famous Indonesian folk song which it's lyrics are switch to SOZZIS product information.Because of consumer response difference to a TVC exposure, many research have developing the relation of attitude-toward-the-ad with brand attitude and purchase intention. So does this research, which aim to analyze the effect of attitude-toward-the-ad to brand attitude and purchase intention, for consumer who have consumed SOZZIS and consumer who haven't consumed SOZZIS.This research involves housewife as respondent which have criteria live in DKi Jakarta, consume meat and chicken, age between 21-40 year, minimum senior high school graduated, and expenditure rate above Rp. 500.000 per month. In case to fulfill it's objective, this research use 100 respondent who have consume SOZZIS and 100 respondent who haven't consume SOZZIS. SEM (Structural Equation Modeling) methodological data analysis show that for consumer who have consume SOZZIS, brand attitude is directly affected by attitude-toward the-ad and brand cognition, and then push purchase intention. But, this brand cognition is not sourced from SOZZIS TVC Cucak Rowo version. At the other side, for consumer who haven't consume SOZZIS, attitude-toward-the-ad is directly and indirectly effect brand attitude and at in the end push purchase intention.Those results, indicate that the strengthen of peripheral aspect in SOZZIS TVC Cucak Rowo version with endorser and jingle are increase the effect of attitude-toward-the-ad to brand attitude and purchase intention in both respondent. Besides that; the strengthen of central aspect through product information jingle lyrics are also increase the effect of attitudetoward-the-ad in brand attitude and purchase intention for consumer who haven't consume SOZZIS.There are some managerial implication gained from this research results, such as marketer need to involve peripheral cues in TVC to impulse repurchasing and they also have to focused on informative aspect or combine it with peripheral cues to attract and easily informed consumer (especially with well-known endorser and jingle). Beside that, marketer also have to control the product information flow among consumer to make sure it's positive effect in forming brand attitude and purchase intention"

"Penggunaan selebriti sebagai juru bicara bagi perusahaan menjadi metode periklanan yang umum Alasan mengapa iklan yang dibintangi oleh selebriti menjadi terkenal adalah karena pengiklan percaya bahwa pesan yang disampaikan oleh individu yang dikenal konsumen akan lebih mendapatkan perhatian bagi beberapa konsumen Tujuan dari penelitian ini adalah untuk menganalisis pengaruh dimensi kredibilitas endorser terhadap sikap konsumen pada iklan merek dan minat beli Penelitian ini menggunakan pendekatan kuantitatif dengan metode non probability sampling bagi responden yang berada di wilayah Jabodetabek Hasil penelitian menunjukkan bahwa dimensi kredibilitas endorser attractiveness dan trustworthiness mempengaruhi sikap konsumen terhadap iklan merek dan minat beli.

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The use of celebrity endorser as a spokespeople to be a prominent method of advertising. The reason of using the popularity of celebrity in advertising isis advertiser rsquo s belief that messages delivered by well -known figure attract more attention for some consumer. This research is conducted to analyze influence of endorser credibility to consumer attitude towards advertisement, brand and purchase intention. The research uses quantitative approach with non-probability sampling method for respondent live in Jabodetabek area. The result shows that dimension of credibility endorser (attractiveness and trustworthiness) are affecting attitude towards advertisement, brand and purchase intention."

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Storytelling dianggap sebagai metode content marketing yang efektif dalam advertising untuk memperkuat produk, dan dapat mempengaruhi sikap dan cognitive response dari seseorang terhadap produk, bahkan dalam harga yang ditawarkan secara premium. Penelitian ini bertujuan untuk menguji dan menganalisis metode yang mempengaruhi sikap dan niat konsumen, melalui eksperimen dengan menggunakan produk dan merek fiktif yang menggunakan perspektif Teori Metode Bercerita dari terkait-Produk dan Penyebab-terkait, dan Penentuan Harga dari Premium untuk Terjangkau. Sebuah kuesioner online yang dibagikan kepada 460 wanita di wilayah DKI Jakarta, kelompok usia baby boomers akhir, X, dan Y awal melalui purposive sampling. Analisis dilakukan dengan menggunakan ANOVA untuk menguji perbedaan antara kelompok dan untuk menguji kekuatan sebelas hipotesis dari hubungan variabel dalam model. Hasil penelitian menunjukkan bahwa pengaruh yang paling kuat adalah metode storytelling, meskipun harga berbeda antar kelompok, terdapat sikap positif dan niat untuk membeli produk. Antara stimulus storytelling terkait produk dan terkait cause, storytelling yang terkait produk memiliki dampak yang lebih besar dari stimulus penceritaan yang terkait dengan cause. Penelitian ini hanya terfokus pada satu jenis produk dari fashion berjenis luxury, hasil dapat berbeda dengan jenis produk lainnya. Penelitian ini tidak menggunakan manipulation check saat pretest

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Storytelling is considered as an effective method of content marketing in advertising to strengthen the product, and could affects individuals attitude and cognitive response toward the product, even in premium prices. This study aims to examine and analyze the method that influence consumers attitude and intention, through the experiment that used the perspective Theory of Storytelling Method from Product-related and Cause-related, and Price Determination from Premium to Affordable. An online questionnaire distributed to 460 women in the DKI Jakarta area, group age late baby boomers, X, and early Y through purposive sampling. The analysis was performed by using ANOVA  to test the differences between group and to test the strength of eleven hypotheses of the variable relationship in the model. The result showed that the most powerful influences is storytelling method, even if the price is different between groups, there is a positive attitude and intention to purchase the product. Between product-related and cause-related storytelling stimulus, the product-related have bigger impact then the cause-related storytelling stimulus. This research was only focused on one type of product from fashion, result may differ to other type of products. Storytelling method doesnt have rigid rules. This research doesnt use manipulation check to test whether the storytelling method and Affordable and Premium price after determined on the third pretest is appropriate or not. "