KAJIAN EFEK IKLAN DAN ADVERTORIAL PADA PENGETAHUAN DAN PERSUASI YANG DIRASAKAN : STUDI PROSES ADOPSI PANGAN FUNGSIONAL

Abstract

A laboratory experiment examines the effect of advertisement, advertorial,
Jurnal Ekonomi dan Bisnis Indonesia, Vol 22 No.1 Tahun 2007
and source of information on the adoption process of functional food. The treatment
levels in this experiment were company advertisement, public advertisement,
company advertorials and public advertorial. One hundred and ninety-nine research
subjects were selected; those were the ones who served as decision makers in buying
food for themselves or their families. The result shows that the audio visual
advertisement only increases subjective knowledge whereas printed advertorial
increases both subjective and objective knowledge. Besides, the study also
demonstrates that advertorial increases both subjective and objective knowledge.
However, this study shows that company advertisement can increase the effect of
subjective knowledge as much as the advertorial. The study does not prove that the
independent institutions increase stronger perceived persuasion effect than the
company as the source of communication.
Keywords: advertisement, advertorial, adoption process, functional food.