EFFECTS OF TV ADVERTISING ON INDONESIAN CONSUMERS:A COMPARISON OF STANDARDIZED ADAPTED COMMERCIALS

Razafindratsimba, Santatriniaina (2012) EFFECTS OF TV ADVERTISING ON INDONESIAN CONSUMERS:A COMPARISON OF STANDARDIZED ADAPTED COMMERCIALS. S2 thesis, UAJY.

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Abstract

This study aims to evaluate the effects of the TV advertisements on Indonesian consumers by investigating consumer’s perceptions of adapted and standardized TV commercials in Indonesia. The research focused on how the multinationals advertising strategies can affect the perception of the commercial then evaluated the moderating effects of the variables brand origin, product type, brand familiarity and execution style. The researcher has been using students from the special province of Yogyakarta as sample. Results indicate a significant difference between attitudes toward localized and adapted commercials of the same brand. Indonesian generally prefers standardized commercials. However this preference did not affect automatically their attitudes toward the brand itself or the purchase intention. Furthermore, standardized commercials are more likely to gain acceptance in the case of non durable products. Consumers express more positive attitudes toward the standardized commercial in the case of less familiar brands, and when it uses transformational appeals in its execution style.

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