The Comparative of Advertising Effectiveness between TV Advertising and Digital Advertising

Abstract

This study aims to compare the effectiveness of advertising and see if there are differences in two different media:
digital media (Social media, Youtube, website, etc.) and TV. For this purpose, the AIDA model was employed as the
basis for comparison. This study uses questionnaire methodology to collect data. Total respondents who participated
were 230 for TV responders and 171 for digital media using Purposive Sampling technique. The result of this research
there is differences between respondent's Interest and Desire on digital and TV advertising. The average value of
attention, interest, desire and action is higher on digital media than on TV. This can be of more concern to advertisers
for the effectiveness of their advertising.