publication . Article . 2016

ADVERTISING AVOIDANCE PADA IKLAN DI MEDIA TELEVISI

Indah Dwi Pratama; Ujang Sumarwan; Hari Wijayanto;
Open Access Indonesian
  • Published: 01 Jan 2016 Journal: Jurnal Aplikasi Bisnis dan Manajemen (issn: 2528-5149, eissn: 2460-7819, Copyright policy)
  • Publisher: Bogor Agricultural University
Abstract
One factor that can interfere with the absorption rate of viewers on television advertisement is advertising avoidance which shows the difference between the number of viewers who watch advertisement programs and the number of viewers who watch television programs. The factors that affect advertising avoidance include the demography of the viewers (gender, age, area of residence, and social economic status, or SES), advertising attributes (the television stations, order of ads, genre of the program, and advertising sector), and competition (DayPart). The study attempted to measure the level of advertising avoidance in Indonesia and its relation to various factor...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Business, HF5001-6182
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