Descriptive Study of Advertising Message Strategy of Barista Special Blend by Top Coffee
DOI:
https://doi.org/10.31098/ijebce.v2i2.990Keywords:
Brand Association, Advertising Strategy, Product Branding, The Elaboration Likelihood TheoryAbstract
Since 2017, For five consecutive years, Kopi Kapal Api has been the leading brand in Indonesia’s Top Brand chart in the instant roast and ground coffee category. The brand tagline, “Jelas Lebih Enak”, communicates the brand promise to deliver better taste, and has become one of the popular taglines among Indonesian consumers. Any coffee brand that wants to be perceived to be more excellent than Kopi Kapal Api needs to apply a distinguished Advertising Message Strategy to challenge the competition’s position. Therefore, this study aims to understand the distinguished applied Advertising Message Strategy by the newborn brand owned by an Indonesian Consumer Goods company, Barista Special Blend by Top Coffee. This study utilized The Elaboration Likelihood Theory Model as the analysis framework. This qualitative descriptive research collects data from literature studies and audiovisual advertising material from the official YouTube account of Top Coffee. The findings show that Barista Special Blend by Top Coffee endeavors to build a ‘Coffee Expert’ Brand Association and elaborate aesthetically on the process of serving a sophisticated Coffee-Making process made by the Barista Character. The study concludes that the Ad mainly uses the peripheral route to create expertise perception as the message strategy.
Downloads
References
Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press. New York
Borchers, Timothy A. (2005). Persuasion in the Media Age.McGraw Hill. Boston
Cambrige (2021, December 6). Perception. Cambridge Dictionary. https://dictionary.cambridge.org/dictionary/english/perception
Dainton, Marrianne. Zelley, Elaine D. (2011). Applying Communication Theory for Professional Life, a Practical Introduction: 2nd Edition. Sage Publication. USA.
Griffin, EM (2012). A First Look at Communication Theory: Eight Edition. McGraw Hill. USA
Larson, Charles U. (2010). Persuasion: Reception and Responsibility. International Edition – 12th Edition. Wadsworth Cengage Learning. USA
Jefkins, Frank (1994) Periklanan, Edisi Ketiga. Penerbit Erlangga, Jakarta, Indonesia.
Keller, Kevin Lane (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, Vol.57, No.1, pp. 1–22.
Listiana, Erna (2015). Country of Origin Image and It’s Impact on Brand Association, Perceived Quality and Brand Loyalty. Journal of Marketing and Consumer Research
Lumen (2021, December 2). Sensation and Perception. Lumen Learning. https://courses.lumenlearning.com/msstate-waymaker-psychology/chapter/reading-what-is-perception/.
Mahmudan, Ali (2022, June 9). Berapa Konsumsi Kopi Indonesia Pada 2020/2021?. https://dataindonesia.id/sektor-riil/detail/berapa-konsumsi-kopi-indonesia-pada-20202021
Nielsen (2019, September 18). Belanja Iklan Digital Menyumbang 6% dari Total Belanja Iklan. Nielsen. https://www.nielsen.com/id/id/press-releases/2019/belanja-iklan-digital-menyumbang-porsi-6-dari-total-belanja-iklan/
Neuman, W. Lawrence, (2006). Social Research Methods : Qualitative and Quantitative Approaches, Boston : Pearson Education.
Novianty, Dythia (2022, March 14). Survey: Televisi Masih Favorit Belanja Iklan, Pertumbuhan Online Services Paling Tinggi di Media Sosial. https://www.suara.com/tekno/2022/03/14/130117/survei-televisi-masih-favorit-belanja-iklan-pertumbuhan-online-services-paling-tinggi-di-media-sosial
Pawito (2007). Penelitian Komunikasi Kualitatif. LKIS Pelangi Aksara Yogyakarta. DIY. Yogyakarta.
Top Brand Award (2021, September 30). Top Brand Award. https://www.topbrand-award.com/top-brand-index/
Sutherland, Max. Sylvester, Alice K. (2007) Advertising and the mind of the consumer. Penerbit PPM, Jakarta.
Shehzad, Munham. Iqbal, Ashraf. Hussain, Tanveer (2020). Influence of Cellular Networks TV Advertisement on Brand Switching Behavior of Pakistani Consumers at Distric Mandi Bahhuddin. Researchgate.
Widowati, Hari (2019, January 11). Kata Data. Tumbuh 13% Belanja Iklan Televisi Tembus Rp110 Triliun di tahun 2018. https://katadata.co.id/hariwidowati/digital/5e9a5576a51e4/tumbuh-13-belanja-iklan-televisi-tembus-rp-110-triliun-tahun-2018
Petty, R.E., Wegener, D. T. (1999). The Elaboration Likelihood Model: Current Status and Controversies. In S. Chaiken & Y. Trope (Eds.), Dual Process Theories in Social Psycho
Pomering, A. and Johnson, L.W. (2009), "Advertising corporate social responsibility initiatives to communicate corporate image: Inhibiting scepticism to enhance persuasion", Corporate Communications: An International Journal, Vol. 14 No. 4, pp. 420-439. https://doi.org/10.1108/13563280910998763
Downloads
Article Metrics
- 11 times
- 110 times
Published
Citation Check
How to Cite
Issue
Section
License
Copyright (c) 2022 Mohammad Ichsan Rasyid
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Content Licensing, Copyright, and Permissions
1. License
International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) has CC-BY NC as the optimal license for the publication, distribution, use, and reuse of scholarly work for non-commercial purposes. The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
Creative Commons License
2. Author’s Warranties
The author warrants that the article is original, written by the stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) objective is to disseminate articles published are as free as possible. Under the Creative Commons license, this journal permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and this journal on distributing works in the journal.
4. Rights of Authors
Authors retain the following rights:
Copyright, and proprietary rights relating to the article, such as patent rights, the right to use the substance of the article in future own works, including lectures and books, the right to reproduce the article for own purposes, the right to self-archive the article, the right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE)).
The author has a non-exclusive publishing contract with a publisher and the work is published with a more restrictive license, the author retains all the rights to publish the work elsewhere, including commercially, because she/he is not subject to the conditions of her / his own license, regardless of the type of CC license chosen.
5. Co-Authorship
If the article was jointly prepared by other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.
6. Termination
This agreement can be terminated by the author or International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE).
7. Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by This agreement can be terminated by the author or International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) or its sublicensee.
8. Miscellaneous
International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed and International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) or its sublicensee has become obligated to have the article published. International Journal of Entrepreneurship, Business and Creative Economy (IJEBCE) may conform the article to a style of punctuation, spelling, capitalization, referencing and usage that it deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers.
