ABSTRACT
There are some mass media that we can use to advertise our organization, product, service, or idea, such as television, radio, magazine, etc. That media transmits the advertising message to large group of population and some are expected to be potential customers. The company must conduct some research to determine which media can generate the most effective results. Integrated media mix is one factor that is also involved in media decisions. The company can do pretesting of finished ads, such as theater test, on-air test, and physiological measures. The less common method of pretesting finished ads is physiological measurement. This research aims to examine and assess the advertising communication effectiveness toward physiological response using single channel electrocardiographic measurements that measure the most effective scene of a video; and influences advertisement effectiveness that consists of some variables like attitude toward the advertisement and purchase intention. This study was experimental research using a deep interview process for the electrocardiograph response. It was conducted with 35 respondents using single channel (lead I) portable electrocardiograph. The aim was to know the most effective scene in 4 Indonesian instant noodle advertisement videos. After knowing the most effective scene and conducting video editing process, only 1 video was considered as the most appropriate by experts and was used as the stimulus for the next process. Questionnaires were also conducted for 2 stimuli (original and edited advertisement video) to measure some variables. It was distributed to 125 respondents to find the difference for both videos. The respondents’ result was then analyzed by using structural equation modeling. The result of this research showed that the majority of the hypotheses in stimulus I and stimulus II about the significant influence for all variables was accepted. This research also showed that the most effective scene from electrocardiograph response significantly influenced the variables relation in the structural model and the mean scores of the variables measured in this research.
