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Tokopedia TVC Evaluation (Chelsea Islan – Fashion) 2015

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Research Method : Online Research
Fieldwork Period : January 2015
Research Area : Indonesia (Nationwide)
Respondent Criteria : Male and Female aged 17 years old and above
Sample Size : 561 samples

Published in: Data & Analytics
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Tokopedia TVC Evaluation (Chelsea Islan – Fashion) 2015

  1. 1. Tokopedia TVC Evaluation (Chelsea Islan – Fashion) Voluntary survey on 2015 Date: 9th January 2015
  2. 2. 2 A. TVC Concept Measurement (1) Cognitive Conative Affective β2 β1 β3 TVC Score = β1 × Cognitive + β2 × Affective + β3 × Connative β1: regression weight Those three dimension above is a conceptual thinking frame that applied by W&S Group Indonesia for this study. This dimension were a dimension from mass communication effect known with name CAC. First dimension is Cognitive. Cognitive are behavior from one individual after they see the advertisement or they “know” the advertisement object. Affective are behavior from individual that tend to show like or dislike towards object that the advertisement trying to expose. Conative are those individual do action in response of the advertisement. On this case the advertisement (Tokopedia TVC) that we are going to test, we want to measure from the “initiative to access Tokopedia sites” and “do transaction at Tokopedia sites”
  3. 3. 3 A. TVC Concept Measurement (2) Purchase Conviction Preference Like Knowledge Awareness Conative [Deciding] Affective [Feeling] Cognitive [Thinking] Hierarcy of effect TVC Concept is the development of CAC concept in terms to get deeper analysis. This concept was introduced by Lavidge and Steiner. This concept explains that basically persuasive elements generate by the advertisement, would bring consumer on purchase decision. Those process start from initial awareness, which could affect consumer knowledge towards products, could advertisement create likelihood towards costumer needs? Could advertisement make the product become preference and consumer will be sure to purchase? Could the advertisement persuade consumer’s intention to buy? This concept is the right tool to measure the effectiveness of advertisement. Regarding to this case, W&S Group Indonesia try to develop this concept on analysing advertisement from several source of media. In this report we are trying to evaluate about Tokopedia TVC advertisement Chelsea Islan - Fashion concept.
  4. 4. 4 B. Research Objectives Measure the score of Tokopedia TVC Measure Level of Awareness towards Tokopedia TVC Measure the Likelihood towards Tokopedia TVC Measure Purchase Intention after watching Tokopedia TVC
  5. 5. 5 C. Video Screenshoot Source : Youtube (http://youtu.be/wN-FsQkYWK8) Tokopedia TVC (Chelsea Islan – Fashion)
  6. 6. 6 D. Frequency of watching Tokopedia’s TVC The purpose of Tokopedia TVC analysis is to compare the effectiveness of Ads level towards consumer’s intention in accessing Tokopedia sites, do transaction on the sites, and also measure the probability of individual’s plan to be future promoter. To recognize the persuasive level which presented on Ads before launched, it’s recommended to do this evaluation (from some conceptual Ads given). This recommendation could identify the best yet big effect which targeted by its brand. n Sample : 561 Keterangan :  Contact : respondent who seen the advertisement.  Non-Contact : respondent who is first time to saw the advertisement when they took the survey and watch the advertisement on the survey. Contact, 69.3% Non-Contact, 30.7%
  7. 7. 7 E. Detail findings 1. Tokopedia’s TVC Score 2. CAC Score of Tokopedia’s TVC 3. Hierachy Effect score for Tokopedia’s TVC 4. Strong point of Tokopedia’s TVC
  8. 8. 8 E. Detail findings 1. Overall Tokopedia’s TVC Score 0.00 16.00 100.00Very Low Impact QuiteHigh Impact Very High Impact CONTACT = 74.45 NON-CONTACT = 69.53 0.00 16.00 100.00Very Low Impact QuiteHigh Impact Very High Impact From analysis using SEM (Structural Equation Models), there is slight difference between Contact respondent and Non- Contact respondent which scored in High Impact interval. Contact respondent score (74.45) is higher than Non-Contact respondent score (69.53). Generally, Tokopedia advertisement with Chelsea Islan – Fashion concept classified as very good in overall and also have a good quality. The theme and concept was organized on the advertisement and could reach the target respondent. On the graph above, those advertisement could reach attention of Non-Contact respondent. To identify the scores differences in more detail we will refer to the CAC concept. Mean score convertion 1 – 7 to 0.00 – 100.00 0.00 – 16.00 : Very low impact 47.51 – 62.50 : Quite high impact 16.01 – 32.50 : Low impact 62.51 – 77.50 : High impact 32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high impact
  9. 9. 9 E. Detail findings 2. CAC aspects of Tokopedia’s TVC Affording to CAC aspect, respondents who already watch the advertisement have a higher score than those who are first time watching the advertisement. At the Cognitive dimension, for Contact respondents at Very High impact interval (77.66) and for Non-Contact respondents at High impact interval (72.99). This advertisement could deliver the message about Tokopedia brand knowledge. Formerly, in Affective dimension, Contact respondents (76.73) and Non-Contact (71.86) at High impact interval. It means that advertisement could make respondents enjoy and assured about Tokopedia brand. If wee observe at Conative dimension, both of mean score at High impact level (Contact: 74.22 and Non-Contact: 69.28). But Conative dimension score has smallest score than other dimensions. It means that even tough the knowledge level and trust level already gain from the respondents towards Tokopedia brand, but the decision to access sites, do transaction or be a promoter still low. GAP 4.67 4.87 4.94 Mean score convertion 1 – 7 to 0.00 – 100.00 0.00 – 16.00 : Very low 47.51 – 62.50 : Quite high 16.01 – 32.50 : Low 62.51 – 77.50 : High 32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high 77.66 76.73 74.2272.99 71.86 69.28 Cognitive Affective Conative Contact Non-Contact
  10. 10. 10 E. Detail findings GAP 5.49 3.78 5.54 4.81 4.20 5.01 3. Hierachy Effect score for Tokopedia’s TVC When shown every dimension of CAC aspect, we could see that in Contact respondents, Tokopedia could encourage the respondent to like Tokopedia products, which dimension’s likelihood score is 78.45. Furthermore, the knowledge level about Tokopedia products after saw the Tokopedia TVC (Awareness) or in terms of understanding the information about Tokopedia itself (Knowledge) is also high with scores 77.60 and 77.72. Nonetheless, Preference and Conviction dimension scores at 75.43 and 75.75. This was in turn affects the lower intention to purchase Tokopedia products. Meanwhile, for Non-Contact respondents, Knowledge and Dimension’s likelihood scores are high, 73.94 and 72.91. It shows that respondents who first time saw the Tokopedia advertisement could understand the information from Tokopedia, and it affects their Liking level towards Tokopedia products. However, for dimension score of Purchase is placed in 67.93, which is the lowest than other dimensions. There are some parts in Tokopedia advertisement which ultimately discouraged them to make a purchase decision. 77.60 77.72 78.45 75.43 75.75 72.9472.11 73.94 72.91 70.62 71.55 67.93 Awareness Knowledge Liking Preference Conviction Purchase Intention Contact Non-Contact
  11. 11. 11 E. Detail findings 4. Strong point of Tokopedia’s TVC – Awareness Dimension From the TVC which served, the table above shows some parts/contents of Tokopedia TVC that represent the most easily part of TVC to be recalled by respondents. Contact respondents easier to memorise the narration voice confirms “Tokopedia Lebih Lengkap! Lebih Murah! Lebih Aman!”. Temporarily, Non-Contact respondents easier to remember Chelsea Islan walk in front of shops. However, they explain that the advertising is Tokopedia advertisement able to attract the eye and hearing of respondents. Afterward, Chelsea Islan as the artist of Tokopedia advertisement can attract the attention of respondents. “Tokopedia” word with green background and “Tokopedia” word shown at smartphone screen which become the main role as the most easily attribute to remember by respondents. These attributes shown in the middle and end of TVC. It means that respondents watch the Tokopedia TVC from the beginning until the end of TVC. Mean score convertion 1 – 7 to 0.00 – 100.00 0.00 – 16.00 : Very difficult 47.51 – 62.50 : Quite easy 16.01 – 32.50 : Difficult 62.51 – 77.50 : Easy 32.51 – 47.50 : Neutral 77.51 – 100.00 : Very easy No. Attributes Contact Non- Contact 1 Voice narration confirms "tokopedia Lebih Lengkap! Lebih Murah! Lebih Aman!" 81.58 75.48 2 There is "tokopedia" with green background 81.11 77.62 3 There is an artist, Chelsea Islan 80.98 74.03 4 There is Chelsea Islan shows smartphone screen reads "tokopedia" 80.29 75.87 5 There is Chelsea Islan walk in front of shops 80.29 80.43
  12. 12. 12 E. Detail findings 4. Strong point of Tokopedia’s TVC – Liking Dimension Marketing campaign that specially design by Tokopedia to promote their products using TVC as its channel is an efficient way to reach potential consumer. Contact and Non-Contact respondents like Tokopedia TVC, because it looks simple and clear, Tokopedia also has complete, cheap, and safe impression, like Chelsea Islan, combination of music, Chelsea Islan and products, and voice of narration can attract their attention and can be the touch points from Tokopedia to affect purchasing behavior of Contact and Non-Contact respondents. Mean score convertion 1 – 7 to 0.00 – 100.00 0.00 – 16.00 : Very dislike 47.51 – 62.50 : Somewhat like 16.01 – 32.50 : Dislike 62.51 – 77.50 : Like 32.51 – 47.50 : Neutral 77.51 – 100.00 : Very like No. Attributes Contact Non- Contact 1 Like the TVC because it looks simple and clear 80.08 75.29 2 Like the complete, cheap, and safe impression in Tokopedia 80.03 74.81 3 Like Chelsea Islan in Tokopedia TVC 79.82 74.61 4 The combination of music, Chelsea Islan, and products give own satisfaction 79.82 73.06 5 Like the voice of narration 79.39 73.45
  13. 13. 13 E. Detail findings 5. Percentage of Dimension’s Attributes Percentage of Knowledge’s dimension (82.5%) is lower than percentage of Likelihood’s dimension (83.3%). It caused by most respondents be interested with impression of Tokopedia TVC, such as looks simple, clear, like Chelsea Islan, and combination between music, product, and Chelsea Islan give own satisfaction. Based on result of these study, 91.4% from 389 respondents want to access Tokopedia than do transaction/shopping in Tokopedia (80.9%). It is because of the tendency of respondents to compare prices of products without buying, or some respondents less confident that Tokopedia products will suitable for himself (in terms of character or age), and the price of products is expensive or not suitable to respondents. 82.5% 83.3% 91.4% 80.9% 12.5% 12.0% 1.6% 4.8% 5.0% 4.7% 7.0% 14.3% Knowledge Liking Intention to access Tokopedia Plan to do transaction in Tokopedia Big Neutral Small
  14. 14. 14 F. Respondents profile Respondents Demography
  15. 15. 15 F. Respondents profile Gender Male, 53.7% Female, 46.3% Age n Sample : 561 Below 20 y.o 3.4% 20 - 29 y.o 41.0% 30 - 39 y.o 39.4% 40 - 49 y.o 13.5% Over 49 y.o 2.7%
  16. 16. 16 F. Respondents profile Occupation Social Economy Status n Sample : 561
  17. 17. 17 F. Respondents profile City n Sample : 561 Medan, 3.6%  Jakarta, 19.1%  Bogor, 2.3%  Depok, 1.6%  Tangerang, 4.8%  Bekasi, 4.5% Bandung, 8.2% Semarang, 7.8% Surabaya, 13.2% Makassar, 1.6%
  18. 18. PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentations across Indonesia. FOR FURTHER INQUIRIES, PLEASE CONTACT: PT. Nusaresearch » Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480 » Office phone: (+6221) 29 022 227 Fax: (+6221) 29 022 365 » Email: info@nusaresearch.com » Website: http://nusaresearch.com/ The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address http://nusaresearch.com).

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