THE ANALYSIS OF PERTAMINA FASTRON TV COMMERCIAL: DAGMAR ASSESSMENT

Abstract

The society is getting realized that information is very important and one media that can give them information is the TV so the ownership of TV is nowadays considered as important. On the other hand, Company also intend to improve their sales started from improve the brand awareness in the society and internalize the brand entity in society‟s mind, to implement that goals, company needs to promote the product to wide range of potential consumer, one way to promote product to the wide range of consumer is through TV Commercial. This research comprehends those two different perspective, single object but related phenomena. The study case company in this research is Pertamina Fastron passenger car lubricant. This research analyzes whether the TV Commercial advertisement is effective enough to make the consumer will buy the advertised product. to measure the effectiveness of the TV Commercial, the 4 interdependent variable integrated into single measuring instrument called DAGMAR (Defining Advertising Goal and Measuring Advertising Result) will be used as the measuring instrument toward how effective of Pertamina Fastron TV Commercial. From the gathered data and findings, this research concludes that the TV Commercial is NOT effective. Specifically, from the perspective of the consumers, the TV Commercial is just the confirmator of the existence of Pertamina Fastron product. However, the consumers purchase product not because the TV Commercial.