Does TV Ads Really Ignored by Customer?
Rini Kuswati (a*), Bernardinus M. Purwanto (b)

a) Universitas Muhammadiyah Surakarta,
Jl. A Yani Tromol Pos I, Pabelan, Surakarta,57102. Indonesia
* rk108[at]ums.ac.id
b) Universitas Gadjah Mada,
Jl. Sosio Humaniora No.1, Bulaksumur Yogyakarta 55281. Indonesia.

Abstract

The behavior of avoiding advertising is an interesting area to be examined. The massif progress of internet marketing has changing the conventional advertising strategy that mostly used television media to switch in online advertising media. This study examines whether television ads that have been shifted by online advertising have really been ignored by consumers? Base on Time orientation theory which states that an individual spends his or her time purpossively depending upon whether time orientation in past, present, or future. Refers to that, this study analyses the behavior of avoiding TV advertising. Strategy research in this study is positivism paradigm with quantitative or deductive approach. Method of analysis using Structural Equation Modeling, with 220 respondents in urban area of Surakarta, Central Java, Indonesia. The findings of this study indicate that consumers with a future time orientation can still enjoy television advertising. So, online marketing does not change the conventional marketing advertising strategy in all lines of advertising media.

Keywords: Time Orientation theory, TV Ads, avoiding Tv Ads Behavior and SEM

Topic: Marketing Management