Perang Iklan Sampo : Studi Kasus Penanyangan Iklan di Stasiun Televisi RCTI

Abstract

Ad war in Indonesia is no stranger to a number of products, one of which is a shampoo product. The presence of a number of brands of shampoo in the market resulting in competition among manufacturers of shampoo inevitable. One of these is an attempt to compete with advertise their products in a variety of media such as television. Every day advertising different brands of shampoo on air on television stations, including on RCTI. This study aims to describe the ad wars shampoo product that aired on RCTI television station. Types of research used in this study was a descriptive study. The samples in this study were the commercials of eight brand Sunsilk shampoo is shampoo, shampoo Pantine, Clear Shampoo, Rejoice Shampoo, Shampoos Lifeboy, Sampo Emeron, Zinc Shampoo, Dove shampoo advertised on RCTI television station in the period 29-30 December 2012. Analysis techniques used in this research is descriptive statistics. The results showed that the frequency of ad impressions seen on the show that there are two shampoo products the most frequency of ads in a number of events in the RCTI Sunsilk and Pantene. Moreover, judging from footage image ads and ads synopsis, it appears that shampoo ad that shows the ad war is Pantene shampoo ad, Dove and Lifebuoy for violating the ethics of advertising.