The Effectiveness of Cinema Advertisement as an Advertising Channel to Attitude Toward Brands
Abstract
Nowadays, many brands are emerging and competing to become top of mind of consumers. One way to become top of the mind in the competitive market is through advertisement. The trend shows that every year the amount of advertising spending is increasing and the usage of digital advertising exceeds traditional advertising with a bigger gap. However, with digital advertising, people normally get annoyed and skip the ads which will lead to undelivered messages of an advertisement. On the other hand, traditional advertising, which is often underlooked is able to reach a broader audience and cannot be skipped. The cinema advertisement itself which is categorized as a traditional advertising channel is equipped with multisensory factors that will indulge the consumers to watch the movie and its ads starting from visual, auditory, and tactile. This research aims to investigate the relationship between multisensory, vividness, video advertisement, attitude toward ads, and attitude toward brand variables. Not only that, but this research also provides some recommendations for a better advertising strategy that could be implemented by the advertiser. This research is conducted through a quantitative approach by the online survey through Google Forms with a purposive sampling method. A total of 211 Gen Z respondents are gained from Jabodetabek and Bandung area. For the analysis, the authors utilized descriptive analysis, PLS-SEM, and the Mann-Whitney U test. The results of those analyses indicate that the multisensory effect in cinema has a positive influence on vividness. Moreover, vividness has a positive influence on the attitude toward ads, and so does the attitude toward ads to the attitude toward brands. Not forget to mention, video advertisements also have a positive influence on attitude toward ads.
References
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Blondé, J., & Girandola, F. (2016). Revealing the elusive effects of vividness: a meta-analysis of empirical evidences assessing the effect of vividness on persuasion. Social Influence, 11(2), 111–129. https://doi.org/10.1080/15534510.2016.1157096
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Dinh, H. Q., Walker, N., Hodges, L. F., Song, C., & Kobayashi, A. (2019). Evaluating the importance of multi-sensory input on memory and the sense of presence in virtual environments. Proceedings IEEE Virtual Reality (Cat. No. 99CB36316). https://doi.org/10.1109/vr.1999.756955
Elder, R. S., & Krishna, A. (2010). The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste. Journal of Consumer Research, 36(5), 748–756. https://doi.org/10.1086/605327
Eldwin, E. (2018, June 25). Ini Dia 6 Keuntungan Beriklan di Bioskop Terutama Cinema 21 atau XXI. PT Rect Media Komputindo. https://rectmedia.com/ini-dia-6-keuntungan-beriklan-di-bioskop-terutama-cinema-21-atau-xxi/
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Gorn, G. J., Chattopadhyay, A., Sengupta, J., & Tripathi, S. (2004). Waiting for the Web: How Screen Color Affects Time Perception. Journal of Marketing Research, 41(2), 215–225. https://doi.org/10.1509/jmkr.41.2.215.28668
Hair, J. F., Hult, G. Tomas. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equations modeling (PLS-SEM). Sage.
Hardi, M. (2022, September 13). Iklan Elektronik : Pengertian, Ciri-Ciri, Jenis, dan Contoh - Gramedia. Gramedia Literasi. https://www.gramedia.com/literasi/iklan-elektronik/#:~:text=Iklan%20film%20merupakan%20jenis%20iklan
Hariningsih, E., & Munarsih, E. (2014). Analisis perilaku penghindaran iklan internet oleh konsumen. Jurnal Siasat Bisnis, 18(2), 180–189. https://doi.org/10.20885/jsb.vol18.iss2.art4
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Hsieh, Y. C., & Chen, K. H. (2011). How different information types affect viewer’s attention on internet advertising. Computers in Human Behavior, 27(2), 935–945. https://doi.org/10.1016/j.chb.2010.11.019
Huang, J., Su, S., Zhou, L., & Liu, X. (2013). Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising. Journal of Interactive Marketing, 27(1), 36–46. https://doi.org/10.1016/j.intmar.2012.06.001
IDN Research Institute. (2022, April). Indonesia Gen Z Report 2022. https://www.imgs.idntimes.com/
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Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351. https://doi.org/10.1016/j.jcps.2011.08.003
Lee, J., & Lee, M. (2011). Factors Influencing the Intention to Watch Online Video Advertising. Cyberpsychology, Behavior, and Social Networking, 14(10), 619–624. https://doi.org/10.1089/cyber.2009.0305
Malhotra, N. K. (2010). Marketing research : an applied orientation. Pearson.
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Nunnally, J., & Bernstein, I. H. (1994). Psychometric Theory. McGraw-Hill Humanities/Social Sciences/Languages.
Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time. Journal of Consumer Research, 17(4), 440. https://doi.org/10.1086/208569
Open Data Jabar. (2022, November). Jumlah Bioskop Berdasarkan Kabupaten/Kota di Jawa Barat. Opendata.jabarprov.go.id. https://opendata.jabarprov.go.id/id/dataset/jumlah-bioskop-berdasarkan-kabupatenkota-di-jawa-barat
Pham, M. T., Geuens, M., & De Pelsmacker, P. (2013). The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials. International Journal of Research in Marketing, 30(4), 383–394. https://doi.org/10.1016/j.ijresmar.2013.04.004
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research, 44(4), 333–348. https://doi.org/10.1017/s0021849904040371
Polit, D. F., & Beck, C. (2017). Nursing research: Generating and assessing evidence for nursing practice (10th ed.). Wolters Kluwer Health.
Putri, A. M. H. (2023, January 17). FYI! Bioskop di RI Capai 500 Unit, Cinema XXI Terbanyak. CNBC Indonesia. https://www.cnbcindonesia.com/research/20230117050330-128-405931/fyi-bioskop-di-ri-capai-500-unit-cinema-xxi-terbanyak#:~:text=Per%20Januari%202023%20saja%20jumlah
Quak, M., London, R. E., & Talsma, D. (2015). A multisensory perspective of working memory. Frontiers in Human Neuroscience, 9(197). https://doi.org/10.3389/fnhum.2015.00197
Raharjo, S. (2017). Contoh Kasus Uji Beda Mann Whitney Menggunakan SPSS. SPSS Indonesia. https://www.spssindonesia.com/2017/04/uji-mann-whitney-spss.html
Raharjo, S. (2021, February 19). Cara melakukan Uji Validitas Product Moment dengan SPSS. SPSS Indonesia. https://www.spssindonesia.com/2014/01/uji-validitas-product-momen-spss.html
Redaksi. (2017, July 21). Perbedaan Antara Pemasaran Produk dan Pemasaran Layanan Jasa yang Penting untuk Diingat. SHIFT Indonesia. https://shiftindonesia.com/perbedaan-antara-pemasaran-produk-dan-pemasaran-layanan-jasa-yang-penting-untuk-diingat/
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Shi, Z., & Müller, H. J. (2013). Multisensory perception and action: development, decision-making, and neural mechanisms. Frontiers in Integrative Neuroscience, 7(81). https://doi.org/10.3389/fnint.2013.00081
Simplilearn. (2020, February 27). Traditional Marketing vs. Digital Marketing [2022 Edition] | Simplilearn. Simplilearn.com. https://www.simplilearn.com/traditional-marketing-vs-digital-marketing-article#:~:text=Digital%20marketing%20is%20generally%20more
Slattery, L. (2018, October 2). The great ad skip: “Excessive” video-on-demand advertising a turn-off for consumers. The Irish Times. https://www.irishtimes.com/business/media-and-marketing/the-great-ad-skip-excessive-video-on-demand-advertising-a-turn-off-for-consumers-1.3647951
Solusindo, A. (2016). Beriklan di bioskop Cinema 21 XXI. Www.adelva.com. http://www.adelva.com/beriklan-di-bioskop-cinema-21-xxi/
Southgate, D., Westoby, N., & Page, G. (2010). Creative determinants of viral video viewing. International Journal of Advertising, 29(3), 349–368. https://doi.org/10.2501/s0265048710201221
Statista. (2022a). Advertising - Worldwide | Statista Market Forecast. Statista. https://www.statista.com/outlook/amo/advertising/worldwide
Statista. (2022b). Digital Video Advertising - Indonesia | Market Forecast. Statista. https://www.statista.com/outlook/amo/advertising/tv-video-advertising/digital-video-advertising/indonesia#ad-spending
Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73–93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Tempo.co. (2018, November 19). Lima Provinsi dengan Jumlah Bioskop Terbanyak. Tempo. https://data.tempo.co/data/109/lima-provinsi-dengan-jumlah-bioskop-terbanyak
True Impact. (2021, December 6). A Guide on Cinema Advertising. True Impact Media. https://trueimpactmedia.com/blog/a-guide-on-cinema-advertising/
Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177–191. https://doi.org/10.1007/s10055-017-0306-3
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Published
2023-09-01
How to Cite
QOLBI, Diva Novita Zahrotin; KUSUMAWATI, Nurrani.
The Effectiveness of Cinema Advertisement as an Advertising Channel to Attitude Toward Brands.
Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 3, p. 104-118, sep. 2023.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/23865>. Date accessed: 11 dec. 2023.
Section
Articles
