Outdoor Media Advertising, “Redundant Strategy of Cigarette Advertisement” (Study of the Influence of ‘A Mild’ Cigarette Point of Purchase towards Adolescent Smoking Desire)

Keywords

Marketing Communication, Advertising, Desire, Teenager

Abstract

What a wasting effort. Point of purchase as silent sales failed in affecting the desire of adolescents aged 16-18 years old smoking behavior in Pekanbaru city. 23 non-smoker respondents stated that 0.02% P-O-P could affect their willingness to smoke as long as they are in the cafe or place that has P-O-P ads. The unique thing is, the point of purchase of cigarettes is always present in the spaces around teenagers but still doesn’t impact on their desires. In conclusion, what kind of advertising strategy that in fact does not even gives anything to its audience.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Harry Setiawan
PY  - 2017/11
DA  - 2017/11
TI  - Outdoor Media Advertising, “Redundant Strategy of Cigarette Advertisement” (Study of the Influence of ‘A Mild’ Cigarette Point of Purchase towards Adolescent Smoking Desire)
BT  - Proceedings of the 3rd International Conference on Transformation in Communications 2017 (IcoTiC 2017)
PB  - Atlantis Press
SP  - 163
EP  - 167
SN  - 2352-5398
UR  - https://www.atlantis-press.com/article/25902387
ID  - Setiawan2017/11
ER  -