The impact of elements and advertising broadcasting intensity exposure in terrestrial radio
Abstract views: 584
,
PDF downloads: 285
Keywords:
advertising elements, advertising intensity, audience interest, terrestrial radio
Abstract
Advertising is appealing to most organisations since it provides information, entertains, and communicates, especially on the radio. Advertising can boost sales, but it must be carefully structured to be effective. Radio advertisers must create engaging messaging to be effective. Selective attention, Selective perception, and Selective retention are the three ways people pick mass media content. Selective attention occurs when people focus on interesting messages. Selective perception means people interpret messages according to their ability. Selective retention is when a person only remembers the message they want. Radio advertising has several qualities and tools, which can be divided into Message Style, Message Structure, and Presenter. Radio advertising messages are readily forgotten since they function on the right side of the brain and excite more impulse nets, so they must be repeated. According to current studies, improving the Radio Advertising Components (Message delivery style, Message Structure, and Message Conveyor) by 0.125 times will enhance audience attention. Under the same conditions, increasing radio ad frequency and duration by 0.0512 times decreases audience interest. Increased radio advertising intensity decreases audience interest. Nonetheless, this may happen because field surveys suggest audiences are happier or more interested in listening to high-quality radio ads by paying special attention to radio ad aspects. Radio advertisement broadcasting is intense and plays low-quality ads, which displeases audiences.
References
Aji, A. (2019). The role of social media in shaping the animal protection movement in Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i3.1666
Andrianto, N. (2018). Pesan Kreatif Iklan Televisi Dalam Bulan Ramadan: Analisis Semiotika Iklan Bahagianya adalah Bahagiaku. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v2i1.336
Awalia, H. (2017). Komodifikasi Pariwisata Halal NTB dalam Promosi Destinasi Wisata Islami di Indonesia. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v1i1.64
Barnham, C. (2015). Quantitative and qualitative research: Perceptual foundations. International Journal of Market Research, 57(6), 837–854.
C. Book, A., Cary, N. D., & Tannenbaum, S. I. (1995). The Radio & Television Commercial (Third Edition). NTC Business Book.
Chen, C.-D., Zhao, Q., & Wang, J.-L. (2022). How livestreaming increases product sales: role of trust transfer and elaboration likelihood model. Behaviour & Information Technology, 41(3), 558–573. https://doi.org/10.1080/0144929X.2020.1827457
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues and Research in Advertising, 39(1), 22–36. https://doi.org/10.1080/10641734.2017.1372321
Creswell, J. (2013). Qualitative, quantitative, and mixed methods approaches. In Research design.
Critchlow, N., Hunt, K., Wardle, H., & Stead, M. (2022). Expenditure on Paid-for Gambling Advertising During the National COVID-19 ‘Lockdowns’: An Observational Study of Media Monitoring Data from the United Kingdom. Journal of Gambling Studies. https://doi.org/10.1007/s10899-022-10153-3
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1794241
Dodoo, N., & Wu, L. (2019). Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency. International Journal of Internet Marketing and Advertising, 13(1), 73–95.
Duffy, A., & Cheng, L. (2020). “It’s Complicated”: Cognitive Dissonance and the Evolving Relationship Between Editorial and Advertising in US Newsrooms. Journalism Practice, 1–16.
El Hedhli, K., & Zourrig, H. (2022). Dual routes or a one-way to persuasion? The elaboration likelihood model versus the unimodel. Journal of Marketing Communications, 1–22. https://doi.org/10.1080/13527266.2022.2034033
Fitri, F. (2018). The influence of web quality and sales promotion toward impulse buying behaviour with openness personality as moderating variable. Jurnal Akuntansi, Manajemen Dan Ekonomi, 20(1), 48–55.
Hendrarto, D., & Ruliana, P. (2019). Strategi Public Relations Radio Delta FM Dalam Mempertahankan Pendengar Melalui Media Sosial. Inter Komunika: Jurnal Komunikasi, 4(2), 166–178.
Hillway, & Tyrus. (1956). Introduction to Research. Houghton Mifflin Company.
Ikonen, P., Luoma-Aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165–178.
Indrasari, M., Hapsari, I., & Sukesi. (2019). Customer loyalty: effects of sales information system, marcomms, and brand ambassadors. Jurnal Studi Komunikasi, 3(2), 182–198.
Khitam, M. C., Suaedi, F., & Asmorowati, S. (2020). Communicating the potency of tourism: Study case of Wisata Bahari Lamongan. Jurnal Studi Komunikasi, 4(2), 326. https://doi.org/10.25139/jsk.v4i2.2446
Kolil, M. T., Harliantara, H., & Susilo, D. (2020). Kebijakan Siaran Lokal Televisi Berjaring Kompas TV. ETTISAL : Journal of Communication. https://doi.org/10.21111/ejoc.v5i1.4353
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research. https://doi.org/10.1108/IntR-11-2017-0459
Leedy, & Paul D. (1985). Practical Research Planning and Design (Third Edition). Macmillan Publishing Company.
Menayang, A. P., & Marta, R. F. (2020). Branding of North Sulawesi tourism through the hexagon of competitive identity. Jurnal Studi Komunikasi, 4(2), 410. https://doi.org/10.25139/jsk.v4i2.2474
Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL : Journal of Communication, 6(1), 36–50.
Misra, V., & Dwivedi, S. (2022). The influence of traditional advertising determinants on young consumers’ purchase decision. Middle East J. of Management, 9(2), 146. https://doi.org/10.1504/MEJM.2022.121394
Moradi, M., & Zihagh, F. (2022). Ameta‐analysis of the elaboration likelihood model in the electronic word-of-mouth literature. International Journal of Consumer Studies, 46(5), 1900–1918. https://doi.org/10.1111/ijcs.12814
Muela-Molina, C., Perelló-Oliver, S., & Hormigos-Ruiz, J. (2016). Unidentified advertising: Separating contents and radio owner responsibility. European Journal of Communication, 31(5), 519–535.
Musa, H. G., Mulyana, D., Bajari, A., & Navarro, C. J. S. (2020). Promoting Indonesian tourism through Sudanese tourists communication experiences in Bandung. Jurnal Studi Komunikasi, 4(1). https://doi.org/10.25139/jsk.v4i1.2150
Panuju, R., Susilo, D., & Sugihartati, R. (2018). A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia. https://doi.org/10.5220/0007331504670472
Petty, R., Cacioppo, J., & Berkowitz, L. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.
Prabowo, T. L., & Irwansyah, I. (2018). Media Komunikasi Digital PolisiKu: Pelayanan Publik Polri kepada Masyarakat. Jurnal Studi Komunikasi, 2(3). https://doi.org/10.25139/jsk.v2i3.1174
Prasetya, M., & Susilo, D. (2022). The effect of content marketing on purchase intention through customer engagement as variable mediation. Jurnal Komunikasi Profesional, 6(5), 423–434.
Raditya, B., Indrasari, M., Handini, S., & Soekiman, S. (2019). The Effect of Quality of Products and Services on Trust and Decision of Customers to Choose Banks. ACHITS 2019: Proceedings of the 1st Asian Conference on Humanities, Industry, and Technology for Society, ACHITS 2019, 30-31 July 2019, Surabaya, Indonesia, 414.
Rafa’al, M. (2017). Gaya Komunikasi Pemasaran di Pemerintah: Promotion Mix Destinasi Tujuan Wisata Kabupaten Raja Ampat. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v1i1.63
Rustan, E., & Hasriani, H. (2020). Communication pattern between nurses and elderly patients through a neuro-linguistic programming approach. Jurnal Studi Komunikasi, 4(1). https://doi.org/10.25139/jsk.v4i1.2180
Saputra, A. A., Susilo, D., & Harliantara, H. (2021). Virtual Ethnography on the Ngalah Islamic Boarding School Instagram Business Account. Sahafa Journal of Islamic Communication, 3(2), 161–173.
Seo, Y., Lee, K., & Lee, D. (2013). The impact of ubiquitous decision support systems on decision quality through individual absorptive capacity and perceived usefulness. Online Information Review.
Spears, N., & Singh, S. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Sugiyanto, D. (2015). Komodifikasi Berita Dibalik Ideologi Ekonomi Politik Media (Studi Pada Program ‘Polemik ‘Di Radio Sindo Trijaya 104.6 Fm Jakarta). Jurnal Komunikasi, 7(1), 57–69.
Susilo, D. (2012). Preferensi Pendengar Pada Content Program Siaran Goyang Rekete Radio Warna 93.6 Fm Pasuruan. UNIVERSITAS AIRLANGGA.
Susilo, D. (2022). Teori Komunikasi: Kajian Interdispliner dalam Kajian Publik dan Kajian Media. Indomedia Pustaka.
Susmann, M. W., Xu, M., Clark, J. K., Wallace, L. E., Blankenship, K. L., Philipp-Muller, A. Z., Luttrell, A., Wegener, D. T., & Petty, R. E. (2022). Persuasion amidst a pandemic: Insights from the Elaboration Likelihood Model. European Review of Social Psychology, 33(2), 323–359. https://doi.org/10.1080/10463283.2021.1964744
Suwito, K. A. (2019). Reproduksi pengetahuan atas eksotisme tubuh perempuan: identitas oriental dalam grup facebook ‘indonesia tempo dulu.’ Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i2.1601
Tanner, J., & Raymond, M. A. (2014). Chapter 3 Consumer Behavior : How People Make Buying Decisions. Creative Commons Attribution 3.0 Unported License. https://doi.org/10.2307/1245988
Thomson, E., Laing, A., & McKee, L. (2007). Family purchase decision making: Exploring child influence behaviour. Journal of Consumer Behaviour: An International Research Review, 6(4), 182–202.
Verweij, P. (2009). Making convergence work in the newsroom: A case study of convergence of print, radio, television and online newsrooms at the African media matrix in South Africa during the National Arts Festival. Convergence, 15(1), 75–87.
Warner, B. R., McGowen, S. T., & Hawthorne, J. (2012). Limbaugh’s Social Media Nightmare: Facebook and Twitter as Spaces for Political Action. Journal of Radio and Audio Media, 19(2), 257–275. https://doi.org/10.1080/19376529.2012.722479
Weinberger, M. G., Campbell, L., & Brody, B. (1994). Effective Radio Advertising. Lexington Books.
Youn, S., & Kim, S. (2019). Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance. International Journal of Advertising. https://doi.org/10.1080/02650487.2019.1575109
Zyphur, M., & Pierides, D. (2017). Is quantitative research ethical? Tools for ethically practicing, evaluating, and using quantitative research. Journal of Business Ethics, 143(1), 1–16.
Andrianto, N. (2018). Pesan Kreatif Iklan Televisi Dalam Bulan Ramadan: Analisis Semiotika Iklan Bahagianya adalah Bahagiaku. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v2i1.336
Awalia, H. (2017). Komodifikasi Pariwisata Halal NTB dalam Promosi Destinasi Wisata Islami di Indonesia. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v1i1.64
Barnham, C. (2015). Quantitative and qualitative research: Perceptual foundations. International Journal of Market Research, 57(6), 837–854.
C. Book, A., Cary, N. D., & Tannenbaum, S. I. (1995). The Radio & Television Commercial (Third Edition). NTC Business Book.
Chen, C.-D., Zhao, Q., & Wang, J.-L. (2022). How livestreaming increases product sales: role of trust transfer and elaboration likelihood model. Behaviour & Information Technology, 41(3), 558–573. https://doi.org/10.1080/0144929X.2020.1827457
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues and Research in Advertising, 39(1), 22–36. https://doi.org/10.1080/10641734.2017.1372321
Creswell, J. (2013). Qualitative, quantitative, and mixed methods approaches. In Research design.
Critchlow, N., Hunt, K., Wardle, H., & Stead, M. (2022). Expenditure on Paid-for Gambling Advertising During the National COVID-19 ‘Lockdowns’: An Observational Study of Media Monitoring Data from the United Kingdom. Journal of Gambling Studies. https://doi.org/10.1007/s10899-022-10153-3
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1794241
Dodoo, N., & Wu, L. (2019). Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency. International Journal of Internet Marketing and Advertising, 13(1), 73–95.
Duffy, A., & Cheng, L. (2020). “It’s Complicated”: Cognitive Dissonance and the Evolving Relationship Between Editorial and Advertising in US Newsrooms. Journalism Practice, 1–16.
El Hedhli, K., & Zourrig, H. (2022). Dual routes or a one-way to persuasion? The elaboration likelihood model versus the unimodel. Journal of Marketing Communications, 1–22. https://doi.org/10.1080/13527266.2022.2034033
Fitri, F. (2018). The influence of web quality and sales promotion toward impulse buying behaviour with openness personality as moderating variable. Jurnal Akuntansi, Manajemen Dan Ekonomi, 20(1), 48–55.
Hendrarto, D., & Ruliana, P. (2019). Strategi Public Relations Radio Delta FM Dalam Mempertahankan Pendengar Melalui Media Sosial. Inter Komunika: Jurnal Komunikasi, 4(2), 166–178.
Hillway, & Tyrus. (1956). Introduction to Research. Houghton Mifflin Company.
Ikonen, P., Luoma-Aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165–178.
Indrasari, M., Hapsari, I., & Sukesi. (2019). Customer loyalty: effects of sales information system, marcomms, and brand ambassadors. Jurnal Studi Komunikasi, 3(2), 182–198.
Khitam, M. C., Suaedi, F., & Asmorowati, S. (2020). Communicating the potency of tourism: Study case of Wisata Bahari Lamongan. Jurnal Studi Komunikasi, 4(2), 326. https://doi.org/10.25139/jsk.v4i2.2446
Kolil, M. T., Harliantara, H., & Susilo, D. (2020). Kebijakan Siaran Lokal Televisi Berjaring Kompas TV. ETTISAL : Journal of Communication. https://doi.org/10.21111/ejoc.v5i1.4353
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research. https://doi.org/10.1108/IntR-11-2017-0459
Leedy, & Paul D. (1985). Practical Research Planning and Design (Third Edition). Macmillan Publishing Company.
Menayang, A. P., & Marta, R. F. (2020). Branding of North Sulawesi tourism through the hexagon of competitive identity. Jurnal Studi Komunikasi, 4(2), 410. https://doi.org/10.25139/jsk.v4i2.2474
Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL : Journal of Communication, 6(1), 36–50.
Misra, V., & Dwivedi, S. (2022). The influence of traditional advertising determinants on young consumers’ purchase decision. Middle East J. of Management, 9(2), 146. https://doi.org/10.1504/MEJM.2022.121394
Moradi, M., & Zihagh, F. (2022). A
Muela-Molina, C., Perelló-Oliver, S., & Hormigos-Ruiz, J. (2016). Unidentified advertising: Separating contents and radio owner responsibility. European Journal of Communication, 31(5), 519–535.
Musa, H. G., Mulyana, D., Bajari, A., & Navarro, C. J. S. (2020). Promoting Indonesian tourism through Sudanese tourists communication experiences in Bandung. Jurnal Studi Komunikasi, 4(1). https://doi.org/10.25139/jsk.v4i1.2150
Panuju, R., Susilo, D., & Sugihartati, R. (2018). A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia. https://doi.org/10.5220/0007331504670472
Petty, R., Cacioppo, J., & Berkowitz, L. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.
Prabowo, T. L., & Irwansyah, I. (2018). Media Komunikasi Digital PolisiKu: Pelayanan Publik Polri kepada Masyarakat. Jurnal Studi Komunikasi, 2(3). https://doi.org/10.25139/jsk.v2i3.1174
Prasetya, M., & Susilo, D. (2022). The effect of content marketing on purchase intention through customer engagement as variable mediation. Jurnal Komunikasi Profesional, 6(5), 423–434.
Raditya, B., Indrasari, M., Handini, S., & Soekiman, S. (2019). The Effect of Quality of Products and Services on Trust and Decision of Customers to Choose Banks. ACHITS 2019: Proceedings of the 1st Asian Conference on Humanities, Industry, and Technology for Society, ACHITS 2019, 30-31 July 2019, Surabaya, Indonesia, 414.
Rafa’al, M. (2017). Gaya Komunikasi Pemasaran di Pemerintah: Promotion Mix Destinasi Tujuan Wisata Kabupaten Raja Ampat. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v1i1.63
Rustan, E., & Hasriani, H. (2020). Communication pattern between nurses and elderly patients through a neuro-linguistic programming approach. Jurnal Studi Komunikasi, 4(1). https://doi.org/10.25139/jsk.v4i1.2180
Saputra, A. A., Susilo, D., & Harliantara, H. (2021). Virtual Ethnography on the Ngalah Islamic Boarding School Instagram Business Account. Sahafa Journal of Islamic Communication, 3(2), 161–173.
Seo, Y., Lee, K., & Lee, D. (2013). The impact of ubiquitous decision support systems on decision quality through individual absorptive capacity and perceived usefulness. Online Information Review.
Spears, N., & Singh, S. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Sugiyanto, D. (2015). Komodifikasi Berita Dibalik Ideologi Ekonomi Politik Media (Studi Pada Program ‘Polemik ‘Di Radio Sindo Trijaya 104.6 Fm Jakarta). Jurnal Komunikasi, 7(1), 57–69.
Susilo, D. (2012). Preferensi Pendengar Pada Content Program Siaran Goyang Rekete Radio Warna 93.6 Fm Pasuruan. UNIVERSITAS AIRLANGGA.
Susilo, D. (2022). Teori Komunikasi: Kajian Interdispliner dalam Kajian Publik dan Kajian Media. Indomedia Pustaka.
Susmann, M. W., Xu, M., Clark, J. K., Wallace, L. E., Blankenship, K. L., Philipp-Muller, A. Z., Luttrell, A., Wegener, D. T., & Petty, R. E. (2022). Persuasion amidst a pandemic: Insights from the Elaboration Likelihood Model. European Review of Social Psychology, 33(2), 323–359. https://doi.org/10.1080/10463283.2021.1964744
Suwito, K. A. (2019). Reproduksi pengetahuan atas eksotisme tubuh perempuan: identitas oriental dalam grup facebook ‘indonesia tempo dulu.’ Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies). https://doi.org/10.25139/jsk.v3i2.1601
Tanner, J., & Raymond, M. A. (2014). Chapter 3 Consumer Behavior : How People Make Buying Decisions. Creative Commons Attribution 3.0 Unported License. https://doi.org/10.2307/1245988
Thomson, E., Laing, A., & McKee, L. (2007). Family purchase decision making: Exploring child influence behaviour. Journal of Consumer Behaviour: An International Research Review, 6(4), 182–202.
Verweij, P. (2009). Making convergence work in the newsroom: A case study of convergence of print, radio, television and online newsrooms at the African media matrix in South Africa during the National Arts Festival. Convergence, 15(1), 75–87.
Warner, B. R., McGowen, S. T., & Hawthorne, J. (2012). Limbaugh’s Social Media Nightmare: Facebook and Twitter as Spaces for Political Action. Journal of Radio and Audio Media, 19(2), 257–275. https://doi.org/10.1080/19376529.2012.722479
Weinberger, M. G., Campbell, L., & Brody, B. (1994). Effective Radio Advertising. Lexington Books.
Youn, S., & Kim, S. (2019). Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance. International Journal of Advertising. https://doi.org/10.1080/02650487.2019.1575109
Zyphur, M., & Pierides, D. (2017). Is quantitative research ethical? Tools for ethically practicing, evaluating, and using quantitative research. Journal of Business Ethics, 143(1), 1–16.
Published
2023-03-30
How to Cite
Harliantara, H., Maella, N. F. S., Junaedi, A., Abror, D., & Chen, L. H. (2023). The impact of elements and advertising broadcasting intensity exposure in terrestrial radio. Jurnal Studi Komunikasi, 7(1), 065 - 084. https://doi.org/10.25139/jsk.v7i1.6144
Issue
Section
Articles
Copyright (c) 2023 Jurnal Studi Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
