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Analysis of the Advertising Communication Effectiveness Towards Single Channel Electrocardiograph and Cognitive Responses (Experimental on Advertisement of Instant Noodle Product in Indonesia)
Andrie Witsqa Arifin (a*), Alberto Daniel Hanani (b)

a) Student of Magister Management, Universitas Indonesia, Indonesia and Master of Business Administration, IAE Grenoble, France
b) Lecturer of Universitas Indonesia, Indonesia


There are some mass media that we can use to advertise our organization, product, service, or idea, such as television, radio, magazine, and etc. That media transmits the advertising message to large group of population and some of them expected to be the potential customer. The company must conduct some research to determine which media can generate the most effective results. Integrated media mix is one factor that also involve in media decisions. When the company does the pretesting of finished ads there are some tests like theater test, on-air test, and physiological measures that they can use. The less common method of pretesting finished ads are physiological measurement. This research aims to examine and assess the advertising communication effectiveness towards single channel electrocardiographic response using physiological measurement that measure the most effective scene of the video and towards cognitive response that consists of some variables that are toward the ad, attitude toward the brand, and purchase intention. This study is experimental research with deep interview process for the electrocardiograph response which conducted in 35 respondents using single channel (lead I) portable electrocardiograph to know the most effective scene in 4 Indonesian instant noodle advertisement video. After knowing the most effective scene and conduct video editing process, only 1 advertisement video that considered as the most appropriate after editing process will be used in the next process. Questionnaire interview process also conducted for original and edited (without most effective scene) advertisement video to measure the cognitive response for each group consists of 125 respondents to found the result-s difference for both videos. The respondent-s result then analyzed using structural equation modeling (SEM). The result of this research shows that majority of the hypotheses in questionnaire I and II about the positive influence for each variable in cognitive response is accepted. This research also shows that the most effective scene from electrocardiograph response is positively contributing to the influence of variables relation in the structural model and also to the mean scores of the variables that measured in this research.

Keywords: Television Advertising, Effectiveness, FMCG Advertisement, Electrocardiographic, Physiological Measure, Attitude Toward Brand, Attitude Toward Ad, Purchase Intention, FMCG Product, and Advertising Communication

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Andrie Witsqa Arifin)

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