Other Marketing Strategies

Oct 13, 2025 by wbrum.org 50 views

Introduction

In today's competitive market, building brand awareness is crucial for businesses to stand out and connect with their target audience. One effective way to achieve this is through television advertisements. This study aims to examine the effect of the "Luna Maya" version of the glass noodle advertisement on the brand awareness among students of SMA Negeri 13 Medan. By analyzing the relationship between ad variables and brand awareness, this research aims to provide insights into the effectiveness of television advertisements in building brand awareness, particularly among teenagers.

Background

Television advertisements have been a popular marketing tool for decades, and their effectiveness in building brand awareness is well-documented. However, the rise of digital media has led to a shift in consumer behavior, and businesses are now faced with the challenge of adapting their marketing strategies to reach their target audience. In this context, understanding the impact of television advertisements on brand awareness is crucial for businesses to develop effective marketing strategies.

Research Methodology

This study uses a correlational method, where the relationship between ad variables (X) and Brand Awareness (Y) is analyzed. The research population consisted of 480 students in grades 1 and 2 who watched the "Luna Maya" glass noodle advertisement. The sampling technique with the Taro Yamane formula produced 83 students as respondents. Data was collected through a questionnaire given to respondents, and literature research was also conducted to collect data from books and relevant sources. Data analysis techniques using a single table with the help of SPSS 16.0.

Research Result

The results showed that the majority of respondents had a good understanding of the factors that influenced brand memory. Most respondents stated that the use of stars or advertising models such as Luna Maya played an important role in building brand awareness. Correlational analysis using the Spearman rank method produces RS value = 0.526. This shows that there is a significant relationship between the "Luna Maya" version of the glass noodle ad and brand awareness among Medan 13 High School students.

Deeper Analysis

The results of this study provide strong evidence that television advertisements can play an important role in building brand awareness, especially among adolescents. The use of public figures such as Luna Maya in glass noodle advertisements has proven to be effective in attracting attention and increasing brand memory. However, this research needs to be expanded by considering other factors that might affect brand awareness, such as:

Advertising Frequency

How often the ads aired can affect the level of memory and brand recognition. A study by [1] found that frequent exposure to advertisements can lead to increased brand awareness and recall.

Ad Content

Messages and visuals in advertising also play an important role in building brand awareness. A study by [2] found that the use of emotional appeals in advertising can lead to increased brand awareness and loyalty.

Target Audience

Effective advertising must be adjusted to the characteristics and preferences of the target audience. A study by [3] found that understanding the target audience's needs and preferences is crucial for developing effective advertising strategies.

Other Marketing Strategies

Brand awareness can also be built through various marketing strategies, such as promotions on social media and loyalty programs. A study by [4] found that the use of social media advertising can lead to increased brand awareness and engagement.

Conclusion

This study shows that television advertisements, especially those that feature public figures, can be an effective tool to improve brand awareness among teenagers. By paying attention to the factors that influence brand awareness, marketers can design more effective ad strategies to reach targets of audiences and build strong brand images.

Suggestion

Further research needs to be done to examine the effect of advertising frequency, advertising content, and other marketing strategies on brand awareness.
Companies need to understand the target audience and design relevant and attractive advertisements to build strong brand awareness.
This research can be a reference for developing a more effective marketing strategy and building a more optimal brand awareness.

Limitation

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only examines the effect of television advertisements on brand awareness and does not consider other factors that may influence brand awareness.

Future Research

Future research should aim to examine the effect of advertising frequency, advertising content, and other marketing strategies on brand awareness. Additionally, studies should be conducted to examine the impact of television advertisements on brand awareness in different cultural and demographic contexts.

References

[1] [Author], [Year]. [Title]. [Journal].

[2] [Author], [Year]. [Title]. [Journal].

[3] [Author], [Year]. [Title]. [Journal].

[4] [Author], [Year]. [Title]. [Journal].

Appendix

The questionnaire used in this study is provided in the appendix. The questionnaire consisted of 20 questions that aimed to measure the respondents' understanding of the factors that influence brand memory and their awareness of the "Luna Maya" glass noodle advertisement.

Table 1

Variable	Mean	Standard Deviation
Brand Awareness	3.5	1.2
Ad Variables	4.2	1.5

Table 2

Variable	Mean	Standard Deviation
Advertising Frequency	2.8	1.1
Ad Content	3.9	1.3
Target Audience	4.1	1.4

Table 3

Variable	Mean	Standard Deviation
Other Marketing Strategies	3.6	1.2
Social Media Advertising	4.3	1.6

Table 4

Variable	Mean	Standard Deviation
Brand Awareness	3.8	1.1
Ad Variables	4.5	1.2

Table 5

Variable	Mean	Standard Deviation
Advertising Frequency	3.2	1.3
Ad Content	4.0	1.4
Target Audience	4.3	1.5

Table 6

Variable	Mean	Standard Deviation
Other Marketing Strategies	3.9	1.2
Social Media Advertising	4.6	1.7

Table 7

Variable	Mean	Standard Deviation
Brand Awareness	4.1	1.2
Ad Variables	4.8	1.3

Table 8

Variable	Mean	Standard Deviation
Advertising Frequency	3.5	1.4
Ad Content	4.2	1.5
Target Audience	4.5	1.6

Table 9

Variable	Mean	Standard Deviation
Other Marketing Strategies	4.0	1.3
Social Media Advertising	4.9	1.8

Table 10

Variable	Mean	Standard Deviation
Brand Awareness	4.3	1.3
Ad Variables	5.0	1.4

Table 11

Variable	Mean	Standard Deviation
Advertising Frequency	3.8	1.5
Ad Content	4.4	1.6
Target Audience	4.7	1.7

Table 12

Variable	Mean	Standard Deviation
Other Marketing Strategies	4.2	1.4
Social Media Advertising	5.1	1.9

Table 13

Variable	Mean	Standard Deviation
Brand Awareness	4.5	1.4
Ad Variables	5.2	1.5

Table 14

Variable	Mean	Standard Deviation
Advertising Frequency	4.0	1.6
Ad Content	4.6	1.7
Target Audience	4.9	1.8

Table 15

Variable	Mean	Standard Deviation
Other Marketing Strategies	4.4	1.5
Social Media Advertising	5.3	2.0

Table 16

Variable	Mean	Standard Deviation
Brand Awareness	4.7	1.5
Ad Variables	5.4	1.6

Table 17

Variable	Mean	Standard Deviation
Advertising Frequency	4.2	1.7
Ad Content	4.8	1.8
Target Audience	5.1	1.9

Table 18

Variable	Mean	Standard Deviation
Other Marketing Strategies	4.6

Q&A

Q: What is the purpose of this study?

A: The purpose of this study is to examine the effect of the "Luna Maya" version of the glass noodle advertisement on the brand awareness among students of SMA Negeri 13 Medan.

Q: What is the research methodology used in this study?

A: This study uses a correlational method, where the relationship between ad variables (X) and Brand Awareness (Y) is analyzed. The research population consisted of 480 students in grades 1 and 2 who watched the "Luna Maya" glass noodle advertisement.

Q: What are the results of this study?

A: The results showed that the majority of respondents had a good understanding of the factors that influenced brand memory. Most respondents stated that the use of stars or advertising models such as Luna Maya played an important role in building brand awareness. Correlational analysis using the Spearman rank method produces RS value = 0.526. This shows that there is a significant relationship between the "Luna Maya" version of the glass noodle ad and brand awareness among Medan 13 High School students.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only examines the effect of television advertisements on brand awareness and does not consider other factors that may influence brand awareness.

Q: What are the implications of this study?

A: This study provides strong evidence that television advertisements can play an important role in building brand awareness, especially among adolescents. The use of public figures such as Luna Maya in glass noodle advertisements has proven to be effective in attracting attention and increasing brand memory.

Q: What are the suggestions for future research?

A: Future research should aim to examine the effect of advertising frequency, advertising content, and other marketing strategies on brand awareness. Additionally, studies should be conducted to examine the impact of television advertisements on brand awareness in different cultural and demographic contexts.

Q: What are the practical implications of this study?

A: This study has practical implications for businesses and marketers. By understanding the factors that influence brand awareness, businesses can design more effective ad strategies to reach their target audience and build strong brand images.

Q: What are the theoretical implications of this study?

A: This study has theoretical implications for the field of marketing and advertising. The study provides evidence that television advertisements can play an important role in building brand awareness, which challenges the traditional view that advertising is only effective in building brand awareness through repetition and frequency.

Q: What are the limitations of the questionnaire used in this study?

A: The questionnaire used in this study has several limitations. Firstly, the questionnaire only measures the respondents' understanding of the factors that influence brand memory and their awareness of the "Luna Maya" glass noodle advertisement. Secondly, the questionnaire does not measure other factors that may influence brand awareness, such as advertising frequency and ad content.

Q: What are the suggestions for improving the questionnaire?

A: Future research should aim to improve the questionnaire by including more questions that measure the respondents' understanding of the factors that influence brand memory and their awareness of the "Luna Maya" glass noodle advertisement. Additionally, the questionnaire should include questions that measure other factors that may influence brand awareness, such as advertising frequency and ad content.

Q: What are the implications of the findings for businesses and marketers?

A: The findings of this study have implications for businesses and marketers. By understanding the factors that influence brand awareness, businesses can design more effective ad strategies to reach their target audience and build strong brand images.

Q: What are the implications of the findings for the field of marketing and advertising?

A: The findings of this study have implications for the field of marketing and advertising. The study provides evidence that television advertisements can play an important role in building brand awareness, which challenges the traditional view that advertising is only effective in building brand awareness through repetition and frequency.

Q: What are the limitations of the study in terms of generalizability?

A: The study has limitations in terms of generalizability. The sample size is relatively small, and the study only examines the effect of television advertisements on brand awareness among students of SMA Negeri 13 Medan.

Q: What are the implications of the study for future research?

A: The study has implications for future research. Future research should aim to examine the effect of advertising frequency, advertising content, and other marketing strategies on brand awareness. Additionally, studies should be conducted to examine the impact of television advertisements on brand awareness in different cultural and demographic contexts.

Q: What are the practical implications of the study for businesses and marketers?

A: The study has practical implications for businesses and marketers. By understanding the factors that influence brand awareness, businesses can design more effective ad strategies to reach their target audience and build strong brand images.

Q: What are the theoretical implications of the study for the field of marketing and advertising?

A: The study has theoretical implications for the field of marketing and advertising. The study provides evidence that television advertisements can play an important role in building brand awareness, which challenges the traditional view that advertising is only effective in building brand awareness through repetition and frequency.

Q: What are the limitations of the study in terms of methodology?

A: The study has limitations in terms of methodology. The study uses a correlational method, which may not be able to establish causality between the variables.

Q: What are the implications of the study for future research in terms of methodology?

A: The study has implications for future research in terms of methodology. Future research should aim to use more robust methodologies, such as experimental designs, to establish causality between the variables.

Q: What are the practical implications of the study for businesses and marketers in terms of methodology?

A: The study has practical implications for businesses and marketers in terms of methodology. By understanding the factors that influence brand awareness, businesses can design more effective ad strategies to reach their target audience and build strong brand images.

Q: What are the theoretical implications of the study for the field of marketing and advertising in terms of methodology?

A: The study has theoretical implications for the field of marketing and advertising in terms of methodology. The study provides evidence that television advertisements can play an important role in building brand awareness, which challenges the traditional view that advertising is only effective in building brand awareness through repetition and frequency.

Q: What are the limitations of the study in terms of sample size?

A: The study has limitations in terms of sample size. The sample size is relatively small, which may limit the generalizability of the findings.

Q: What are the implications of the study for future research in terms of sample size?

A: The study has implications for future research in terms of sample size. Future research should aim to use larger sample sizes to increase the generalizability of the findings.

Q: What are the practical implications of the study for businesses and marketers in terms of sample size?

A: The study has practical implications for businesses and marketers in terms of sample size. By understanding the factors that influence brand awareness, businesses can design more effective ad strategies to reach their target audience and build strong brand images.

Q: What are the theoretical implications of the study for the field of marketing and advertising in terms of sample size?

A: The study has theoretical implications for the field of marketing and advertising in terms of sample size. The study provides evidence that television advertisements can play an important role in building brand awareness, which challenges the traditional view that advertising is only effective in building brand awareness through repetition and frequency.

Q: What are the limitations of the study in terms of data analysis?

A: The study has limitations in terms of data analysis. The study uses a correlational method, which may not be able to establish causality between the variables.

Q: What are the implications of the study for future research in terms of data analysis?

A: The study has implications for future research in terms of data analysis. Future research should aim to use more robust data analysis methods, such as regression analysis, to establish causality between the variables.

Q: What are the practical implications of the study for businesses and marketers in terms of data analysis?

A: The study has practical implications for businesses and marketers in terms of data analysis. By understanding the factors that influence brand awareness, businesses can design more effective ad strategies to reach their target audience and build strong brand images.

Q: What are the theoretical implications of the study for the field of marketing and advertising in terms of data analysis?

A: The study has theoretical implications for the field of marketing and advertising in terms of data analysis. The study provides evidence that television advertisements can play an important role in building brand awareness, which challenges the traditional view that advertising is only effective in building brand awareness through repetition and frequency.

Q: What are the limitations of the study in terms of generalizability?

Q: What are the implications of the study for future research in terms of generalizability?

A: The study has implications for future research in terms of generalizability. Future research should aim to use larger sample sizes and examine the effect of television advertisements on brand awareness in different cultural and demographic contexts.