The Importance of Advertising in Brand Awareness

Oct 13, 2025 by talynt.org 68 views

ADVERTISING ADVERTISING AND BRAND AWARENESS: Correlational Study of Nutrisari Ads Joshua Suherman on Indonesian Private Television Against Brand Awareness of Baseball Athletes and Softball Pengcab Perbasasi Medan

Introduction

In today's competitive market, advertising plays a crucial role in shaping consumer perceptions and influencing purchasing decisions. The effectiveness of an advertisement can be measured by its ability to increase brand awareness, which is a critical factor in driving sales and revenue growth. This study aims to explore the relationship between the Joshua Suherman version of Nutrisari Ads and the brand awareness levels among baseball athletes and softball from the Branch Management (Pengcab) Perbasasi Medan. By analyzing the impact of advertising on brand awareness, this study provides valuable insights for marketers to design more effective advertising strategies.

Research Methodology

The method used in this study is a correlational method, which aims to explain the relationship between two variables, namely advertising and brand awareness. The research population consisted of 44 baseball and softball athletes who knew about the Nutrisari advertisement version of Joshua Suherman. According to Arikunto, if the population is less than 100, then all populations can be used as samples. Thus, the entire population of 44 people was used as a sample in this study.

The variables analyzed consist of two types: Variable X is the Nutrisari advertisement version of Joshua Suherman and the Y variable is the brand awareness owned by athletes. Data was collected through a questionnaire distributed directly to respondents, as well as through literature research to explore relevant theories.

Data Analysis Techniques

Data collected was analyzed using a single table analysis technique with the help of SPSS software version 16.0. The theory that forms the basis in this study includes the theory of communication, mass communication, marketing communication, advertising, and brand awareness, coupled with the theory of stimulus-organism-response (S-O-R) which is relevant to the interaction between advertisements and consumer perceptions.

Research Result

The results of the analysis show that the correlation value obtained from hypothesis testing using the Spearman rank correlation method is equal to Rs = 0.641. This figure indicates a significant relationship between the Joshua Suherman version of Nutrisari ads and brand awareness among baseball athletes and softball from Medan Perbasasi Pengcab.

The Importance of Advertising in Brand Awareness

Seeing the results above, it is essential to understand how advertising shows can increase brand awareness among the target audience. Interesting and relevant advertisements to the lifestyle of the audience can increase their memories of the brand. In the context of this research, the Nutrisari advertisements that are displayed may succeed in creating attractiveness that is not only informative but also entertaining, thus leaving a positive impression on the minds of athletes.

The Role of Brand Awareness in Marketing

Brand awareness is very important in the world of marketing, especially for competitive products in strict markets. With the increase in brand awareness, consumers tend to choose the product when making a purchase. The results of this study provide valuable insight for marketers to design more effective advertising strategies and consider the factors that can increase brand awareness among targeted audiences.

Conclusion

Overall, this research not only proves the importance of advertising in improving brand awareness, but also provides a basis for further research on the effect of advertising on consumer behavior in the field of sports and entertainment. With a better understanding of how advertising shows affect brand perception, marketers can design more effective campaigns in the future.

Recommendations for Future Research

This study provides a foundation for further research on the impact of advertising on consumer behavior in the field of sports and entertainment. Future studies can explore the following research questions:

How does the type of advertising (e.g., print, digital, or television) affect brand awareness among different demographics?
What are the key factors that influence the effectiveness of advertising in increasing brand awareness?
How can marketers use data analytics to measure the impact of advertising on brand awareness and consumer behavior?

By addressing these research questions, marketers can gain a deeper understanding of the complex relationship between advertising and brand awareness, and develop more effective strategies to drive sales and revenue growth.

Limitations of the Study

This study has several limitations that should be considered when interpreting the results. Firstly, the sample size was relatively small, which may limit the generalizability of the findings. Secondly, the study only focused on baseball athletes and softball from the Branch Management (Pengcab) Perbasasi Medan, which may not be representative of other demographics or industries. Finally, the study only analyzed the impact of advertising on brand awareness, and did not explore other potential outcomes, such as sales or revenue growth.

Future Directions

Despite these limitations, this study provides valuable insights into the relationship between advertising and brand awareness. Future studies can build on this research by exploring the following directions:

Using larger sample sizes to increase the generalizability of the findings
Analyzing the impact of advertising on other outcomes, such as sales or revenue growth
Exploring the effectiveness of different advertising strategies, such as print, digital, or television advertising
Investigating the role of data analytics in measuring the impact of advertising on brand awareness and consumer behavior

By addressing these research questions and directions, marketers can gain a deeper understanding of the complex relationship between advertising and brand awareness, and develop more effective strategies to drive sales and revenue growth.
Frequently Asked Questions: ADVERTISING ADVERTISING AND BRAND AWARENESS

Q: What is the main focus of this study?

A: The main focus of this study is to explore the relationship between the Joshua Suherman version of Nutrisari Ads and the brand awareness levels among baseball athletes and softball from the Branch Management (Pengcab) Perbasasi Medan.

Q: What is the research methodology used in this study?

A: The method used in this study is a correlational method, which aims to explain the relationship between two variables, namely advertising and brand awareness.

Q: What are the variables analyzed in this study?

A: The variables analyzed consist of two types: Variable X is the Nutrisari advertisement version of Joshua Suherman and the Y variable is the brand awareness owned by athletes.

Q: How was the data collected in this study?

A: Data was collected through a questionnaire distributed directly to respondents, as well as through literature research to explore relevant theories.

Q: What is the significance of the correlation value obtained from hypothesis testing using the Spearman rank correlation method?

A: The correlation value obtained from hypothesis testing using the Spearman rank correlation method is equal to Rs = 0.641, which indicates a significant relationship between the Joshua Suherman version of Nutrisari ads and brand awareness among baseball athletes and softball from Medan Perbasasi Pengcab.

Q: What is the importance of advertising in brand awareness?

A: Advertising plays a crucial role in shaping consumer perceptions and influencing purchasing decisions. Interesting and relevant advertisements to the lifestyle of the audience can increase their memories of the brand.

Q: What are the key factors that influence the effectiveness of advertising in increasing brand awareness?

A: The key factors that influence the effectiveness of advertising in increasing brand awareness include the type of advertising, the target audience, and the message being conveyed.

Q: How can marketers use data analytics to measure the impact of advertising on brand awareness and consumer behavior?

A: Marketers can use data analytics to measure the impact of advertising on brand awareness and consumer behavior by tracking metrics such as website traffic, social media engagement, and sales.

Q: What are the limitations of this study?

A: The study has several limitations, including a relatively small sample size, a focus on baseball athletes and softball from the Branch Management (Pengcab) Perbasasi Medan, and an analysis of the impact of advertising on brand awareness only.

Q: What are the future directions for this research?

A: Future studies can build on this research by exploring the following directions: using larger sample sizes, analyzing the impact of advertising on other outcomes, exploring the effectiveness of different advertising strategies, and investigating the role of data analytics in measuring the impact of advertising on brand awareness and consumer behavior.

Q: What are the implications of this study for marketers?

A: The study provides valuable insights for marketers to design more effective advertising strategies and consider the factors that can increase brand awareness among targeted audiences.

Q: What are the potential applications of this study?

A: The study has potential applications in various fields, including marketing, advertising, and consumer behavior. It can be used to inform the development of advertising campaigns, improve brand awareness, and increase sales and revenue growth.