Television Advertising The 10,000 -step Healthy Walk Program With Anlene On Product Image (Correlational Study Of Television Advertisements For A Healthy Walking Program 10,000 Steps With Anlene On The Image Of Anlene's Milk Products Among PKK Mothers In Medan Marelan District)

Feb 27, 2025 by ADMIN 279 views

**Television Advertising of a Healthy Walking Program 10,000 Steps with Anlene on Product Image: A Correlational Study**

Introduction

In today's fast-paced world, the importance of maintaining a healthy lifestyle cannot be overstated. One of the most effective ways to promote a healthy lifestyle is through television advertising. The "10,000 Steps Healthy Walk Program" sponsored by Anlene, a well-known milk product brand, is a prime example of how television advertising can be used to promote a healthy lifestyle. This study aims to investigate the extent to which television advertisements for the 10,000 -step healthy walk program with Anlene can affect the image of Anlene's milk products among PKK mothers in Medan Marelan District.

Theoretical Background

The concept of television advertising as a mass media tool has been extensively studied in the field of mass communication. According to the theory of stimulus-organism-response (S-O-R), television advertising can be seen as a stimulus that can evoke a response from the audience. The theory of advertising suggests that advertising can be used to create a positive image of a product in the minds of consumers. In this study, we will explore the relationship between television advertisements for the 10,000 -step healthy walk program with Anlene and the image of Anlene's milk products among PKK mothers in Medan Marelan District.

Methodology

This study employed a correlational research design, which aims to examine the relationship between two variables. The population of this study consisted of PKK members in Medan Marelan District, with a total of 998 people as of June 2010. A sample of 91 participants was selected using the Yamane Taro Formula with 10% precision and 90% confidence level. The sampling techniques used were proportional stratified random sampling, purposive sampling, and accidental sampling.

Data Collection and Analysis

Data collection techniques consisted of two main methods: library research and field research. Library research involved reviewing existing literature on the topic, while field research involved collecting data from the participants through surveys and interviews. The data analysis was conducted using the Statistical Product and System Solution (SPSS) application version 16. The analysis involved a single table analysis, cross table, and hypothesis test with the formula for the correlation coefficient (rank order) developed by Spearman.

Findings

The results of this study showed a strong correlation between television advertisements for the 10,000 -step healthy walk program with Anlene and the image of Anlene's milk products among PKK mothers in Medan Marelan District. The correlation coefficient (RS) value of 0.695 indicated a significant relationship between the two variables. This suggests that television advertisements for the 10,000 -step healthy walk program with Anlene can play an important role in building a positive image of Anlene's milk products.

Implications

The findings of this study have several implications for marketing strategies. Firstly, it highlights the importance of using television advertising as a tool to promote a healthy lifestyle. Secondly, it suggests that programs such as the "10,000 Steps Healthy Walk Program" can be effective in building a positive image of a product. Finally, it emphasizes the need for marketers to use mass media in a broader marketing strategy to achieve the desired brand image goals.

Conclusion

In conclusion, this study has demonstrated the effectiveness of television advertising in promoting a healthy lifestyle and building a positive image of a product. The findings of this study have several implications for marketing strategies, and highlight the importance of using mass media in a broader marketing strategy to achieve the desired brand image goals.

Q&A

Q: What is the main purpose of this study?

A: The main purpose of this study is to investigate the extent to which television advertisements for the 10,000 -step healthy walk program with Anlene can affect the image of Anlene's milk products among PKK mothers in Medan Marelan District.

Q: What is the theoretical background of this study?

A: The theoretical background of this study is based on the theory of stimulus-organism-response (S-O-R) and the theory of advertising. These theories suggest that television advertising can be used to create a positive image of a product in the minds of consumers.

Q: What is the methodology used in this study?

A: This study employed a correlational research design, which aims to examine the relationship between two variables. The population of this study consisted of PKK members in Medan Marelan District, with a total of 998 people as of June 2010. A sample of 91 participants was selected using the Yamane Taro Formula with 10% precision and 90% confidence level.

Q: What are the data collection and analysis techniques used in this study?

A: Data collection techniques consisted of two main methods: library research and field research. Library research involved reviewing existing literature on the topic, while field research involved collecting data from the participants through surveys and interviews. The data analysis was conducted using the Statistical Product and System Solution (SPSS) application version 16.

Q: What are the findings of this study?

A: The results of this study showed a strong correlation between television advertisements for the 10,000 -step healthy walk program with Anlene and the image of Anlene's milk products among PKK mothers in Medan Marelan District. The correlation coefficient (RS) value of 0.695 indicated a significant relationship between the two variables.

Q: What are the implications of this study?

A: The findings of this study have several implications for marketing strategies. Firstly, it highlights the importance of using television advertising as a tool to promote a healthy lifestyle. Secondly, it suggests that programs such as the "10,000 Steps Healthy Walk Program" can be effective in building a positive image of a product. Finally, it emphasizes the need for marketers to use mass media in a broader marketing strategy to achieve the desired brand image goals.

Q: What are the limitations of this study?

A: One of the limitations of this study is the small sample size. Additionally, the study was conducted in a specific region, which may limit the generalizability of the findings.

Q: What are the future directions of this study?

A: Future studies can build on the findings of this study by exploring the effectiveness of different marketing strategies in promoting a healthy lifestyle. Additionally, studies can investigate the impact of television advertising on other demographic groups.

Q: What are the practical implications of this study?

A: The findings of this study have practical implications for marketers and advertisers. They suggest that television advertising can be an effective tool in promoting a healthy lifestyle and building a positive image of a product. Marketers can use this information to develop effective marketing strategies that promote a healthy lifestyle and build a positive image of their products.