SIKAP ANAK-ANAK TERHADAP IKLAN KOMPARATIF TIDAK LANGSUNG (STUDI IKLAN TEH PUCUK HARUM PADA ANAK KELAS 5)

The role of children in the family are now used as the potential for marketers to make the child as a potential target market. This is supported by the motivation of parents to keep children happy and not a few parents always do whatever desire is owned by the child. Therefore, the children in a potential market targets required precision and accuracy of the products offered by marketers in order to attract attention and interest of kids. Creativity of the marketers is needed especially to communicate the advantage of product attributes have rather than another products on the market first. Marketing communications are believed to be able reach out the children as a potential target markets is through advertisements on television and not uncommon marketing communications do through comparative advertising to further clarify the advantages owned the attributes of the product. The objective of this study is to measure and evaluate children�s attitudes toward the Teh Pucuk Harum�s advertising on television. The problem posed in this study to determine how children's attitudes as measured by the reaction of cognitive, affective and behavioral when they are watch the Teh Pucuk Harum�s advertisement on television. The theory used in this study discusses about the psychology of children, advertising, ethics of advertising in Indonesia, comparative advertising, consumer attitudes toward advertising, consumer attitudes toward comparative advertising and children's attitudes toward advertising. The sample of this study collected from 155 student as a respondent who are in grade five elementary school in Bekasi. Data analysis techniques using descriptive statistical analysis such as frequency distribution and calculate mean value. Results showed that children have a positive attitude towards the Teh Pucuk Harum�s advertising on television and a positive attitudes is consistent with children's desire to immediately buy the product being advertised