Tokopedia TVC Evaluation

(Chelsea Islan – Fashion)

Voluntary survey on 2015

Date: 9th January 2015

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A. TVC Concept Measurement (1)

Cognitive

Conative

Affective

β2

β1

β3

TVC Score = β1 × Cognitive + β2 × Affective + β3 × Connative

β1: regression weight

Those three dimension above is a conceptual thinking frame that applied by W&S Group Indonesia for this study. Thisdimension were a dimension from mass communication effect known with name CAC. First dimension is Cognitive. Cognitiveare behavior from one individual after they see the advertisement or they “know” the advertisement object. Affective arebehavior from individual that tend to show like or dislike towards object that the advertisement trying to expose. Conative arethose individual do action in response of the advertisement. On this case the advertisement (Tokopedia TVC) that we aregoing to test, we want to measure from the “initiative to access Tokopedia sites” and “do transaction at Tokopedia sites”

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A. TVC Concept Measurement (2)

Purchase

Conviction

Preference

Like

Knowledge

Awareness

Conative[Deciding]

Affective[Feeling]

Cognitive[Thinking]

Hierarcy of effect

TVC Concept is the development of CAC concept in terms to get deeper analysis. This concept was introduced by Lavidgeand Steiner. This concept explains that basically persuasive elements generate by the advertisement, would bring consumer onpurchase decision. Those process start from initial awareness, which could affect consumer knowledge towards products,could advertisement create likelihood towards costumer needs? Could advertisement make the product become preferenceand consumer will be sure to purchase? Could the advertisement persuade consumer’s intention to buy?

This concept is the right tool to measure the effectiveness of advertisement. Regarding to this case, W&S GroupIndonesia try to develop this concept on analysing advertisement from several source of media. In this report we are trying toevaluate about Tokopedia TVC advertisement Chelsea Islan - Fashion concept.

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B. Research Objectives

Measure the score of Tokopedia TVC

Measure Level of Awareness towards Tokopedia TVC

Measure the Likelihood towards Tokopedia TVC

Measure Purchase Intention after watching Tokopedia TVC

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C. Video Screenshoot

Source : Youtube (http://youtu.be/wN-FsQkYWK8)

Tokopedia TVC (Chelsea Islan – Fashion)

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D. Frequency of watching Tokopedia’s TVC

The purpose of Tokopedia TVC analysis is to compare the effectiveness of Ads level towards consumer’s intention inaccessing Tokopedia sites, do transaction on the sites, and also measure the probability of individual’s plan to be futurepromoter. To recognize the persuasive level which presented on Ads before launched, it’s recommended to do this evaluation(from some conceptual Ads given). This recommendation could identify the best yet big effect which targeted by its brand.

n Sample : 561

Keterangan : Contact : respondent who seen the

advertisement. Non-Contact : respondent who is first

time to saw the advertisement when theytook the survey and watch theadvertisement on the survey.

Contact, 69.3%

Non-Contact, 30.7%

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E. Detail findings

1. Tokopedia’s TVC Score

2. CAC Score of Tokopedia’s TVC

3. Hierachy Effect score for Tokopedia’s TVC

4. Strong point of Tokopedia’s TVC

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E. Detail findings

1. Overall Tokopedia’s TVC Score

0.00

16.00

100.00Very Low Impact

Qu

ite H

igh

Im

pa

ct

Very High Impact

CONTACT = 74.45 NON-CONTACT = 69.53

0.00

16.00

100.00Very Low Impact

Qu

ite H

igh

Im

pa

ct

Very High Impact

From analysis using SEM (Structural Equation Models), there is slight difference between Contact respondent and Non-Contact respondent which scored in High Impact interval. Contact respondent score (74.45) is higher than Non-Contactrespondent score (69.53).

Generally, Tokopedia advertisement with Chelsea Islan – Fashion concept classified as very good in overall and also havea good quality. The theme and concept was organized on the advertisement and could reach the target respondent. On thegraph above, those advertisement could reach attention of Non-Contact respondent. To identify the scores differences inmore detail we will refer to the CAC concept.

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very low impact 47.51 – 62.50 : Quite high impact

16.01 – 32.50 : Low impact 62.51 – 77.50 : High impact

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high impact

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E. Detail findings

2. CAC aspects of Tokopedia’s TVC

Affording to CAC aspect, respondents who already watch the advertisement have a higher score than those who are firsttime watching the advertisement. At the Cognitive dimension, for Contact respondents at Very High impact interval (77.66)and for Non-Contact respondents at High impact interval (72.99). This advertisement could deliver the message aboutTokopedia brand knowledge.

Formerly, in Affective dimension, Contact respondents (76.73) and Non-Contact (71.86) at High impact interval. Itmeans that advertisement could make respondents enjoy and assured about Tokopedia brand.

If wee observe at Conative dimension, both of mean score at High impact level (Contact: 74.22 and Non-Contact:69.28). But Conative dimension score has smallest score than other dimensions. It means that even tough the knowledgelevel and trust level already gain from the respondents towards Tokopedia brand, but the decision to access sites, dotransaction or be a promoter still low.

GAP 4.67 4.87 4.94

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very low 47.51 – 62.50 : Quite high

16.01 – 32.50 : Low 62.51 – 77.50 : High

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very high

77.66 76.7374.2272.99 71.86

69.28

Cognitive Affective Conative

Contact

Non-Contact

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E. Detail findings

GAP 5.49 3.78 5.54 4.81 4.20 5.01

3. Hierachy Effect score for Tokopedia’s TVC

When shown every dimension of CAC aspect, we could see that in Contact respondents, Tokopedia could encouragethe respondent to like Tokopedia products, which dimension’s likelihood score is 78.45. Furthermore, the knowledge levelabout Tokopedia products after saw the Tokopedia TVC (Awareness) or in terms of understanding the information aboutTokopedia itself (Knowledge) is also high with scores 77.60 and 77.72. Nonetheless, Preference and Conviction dimensionscores at 75.43 and 75.75. This was in turn affects the lower intention to purchase Tokopedia products.

Meanwhile, for Non-Contact respondents, Knowledge and Dimension’s likelihood scores are high, 73.94 and 72.91. Itshows that respondents who first time saw the Tokopedia advertisement could understand the information from Tokopedia,and it affects their Liking level towards Tokopedia products. However, for dimension score of Purchase is placed in 67.93,which is the lowest than other dimensions. There are some parts in Tokopedia advertisement which ultimately discouragedthem to make a purchase decision.

77.60 77.72 78.4575.43 75.75

72.9472.11 73.94 72.9170.62 71.55

67.93

Awareness Knowledge Liking Preference Conviction PurchaseIntention

Contact

Non-Contact

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E. Detail findings

4. Strong point of Tokopedia’s TVC – Awareness Dimension

From the TVC which served, the table above shows some parts/contents of Tokopedia TVC that represent the most easilypart of TVC to be recalled by respondents. Contact respondents easier to memorise the narration voice confirms “TokopediaLebih Lengkap! Lebih Murah! Lebih Aman!”. Temporarily, Non-Contact respondents easier to remember Chelsea Islan walk infront of shops. However, they explain that the advertising is Tokopedia advertisement able to attract the eye and hearing ofrespondents.

Afterward, Chelsea Islan as the artist of Tokopedia advertisement can attract the attention of respondents. “Tokopedia”word with green background and “Tokopedia” word shown at smartphone screen which become the main role as the mosteasily attribute to remember by respondents. These attributes shown in the middle and end of TVC. It means thatrespondents watch the Tokopedia TVC from the beginning until the end of TVC.

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very difficult 47.51 – 62.50 : Quite easy

16.01 – 32.50 : Difficult 62.51 – 77.50 : Easy

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very easy

No. Attributes ContactNon-

Contact

1 Voice narration confirms "tokopedia Lebih Lengkap! Lebih Murah! Lebih Aman!" 81.58 75.48

2 There is "tokopedia" with green background 81.11 77.62

3 There is an artist, Chelsea Islan 80.98 74.03

4 There is Chelsea Islan shows smartphone screen reads "tokopedia" 80.29 75.87

5 There is Chelsea Islan walk in front of shops 80.29 80.43

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E. Detail findings

4. Strong point of Tokopedia’s TVC – Liking Dimension

Marketing campaign that specially design by Tokopedia to promote their products using TVC as its channel is an efficientway to reach potential consumer. Contact and Non-Contact respondents like Tokopedia TVC, because it looks simple andclear, Tokopedia also has complete, cheap, and safe impression, like Chelsea Islan, combination of music, Chelsea Islan andproducts, and voice of narration can attract their attention and can be the touch points from Tokopedia to affect purchasingbehavior of Contact and Non-Contact respondents.

Mean score convertion 1 – 7 to 0.00 – 100.00

0.00 – 16.00 : Very dislike 47.51 – 62.50 : Somewhat like

16.01 – 32.50 : Dislike 62.51 – 77.50 : Like

32.51 – 47.50 : Neutral 77.51 – 100.00 : Very like

No. Attributes ContactNon-

Contact

1 Like the TVC because it looks simple and clear 80.08 75.29

2 Like the complete, cheap, and safe impression in Tokopedia 80.03 74.81

3 Like Chelsea Islan in Tokopedia TVC 79.82 74.61

4 The combination of music, Chelsea Islan, and products give own satisfaction 79.82 73.06

5 Like the voice of narration 79.39 73.45

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E. Detail findings

5. Percentage of Dimension’s Attributes

Percentage of Knowledge’s dimension (82.5%) is lower than percentage of Likelihood’s dimension (83.3%). It caused bymost respondents be interested with impression of Tokopedia TVC, such as looks simple, clear, like Chelsea Islan, andcombination between music, product, and Chelsea Islan give own satisfaction.

Based on result of these study, 91.4% from 389 respondents want to access Tokopedia than do transaction/shopping inTokopedia (80.9%). It is because of the tendency of respondents to compare prices of products without buying, or somerespondents less confident that Tokopedia products will suitable for himself (in terms of character or age), and the price ofproducts is expensive or not suitable to respondents.

82.5%

83.3%

91.4%

80.9%

12.5%

12.0%

1.6%

4.8%

5.0%

4.7%

7.0%

14.3%

Knowledge

Liking

Intention to access Tokopedia

Plan to do transaction in Tokopedia

Big Neutral Small

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F. Respondents profile

Respondents

Demography

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F. Respondents profile

Gender

Male, 53.7%

Female, 46.3%

Age

n Sample : 561

Below 20 y.o

3.4%

20 - 29 y.o41.0%

30 - 39 y.o

39.4%

40 - 49 y.o

13.5%

Over 49 y.o

2.7%

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F. Respondents profile

Occupation Social Economy Status

n Sample : 561

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F. Respondents profile

City

n Sample : 561

Medan, 3.6%

Jakarta, 19.1% Bogor, 2.3% Depok, 1.6% Tangerang, 4.8% Bekasi, 4.5%

Bandung, 8.2%

Semarang, 7.8%

Surabaya, 13.2%

Makassar, 1.6%

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