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Ditemukan 130974 dokumen yang sesuai dengan query
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Dwi Putri Diana
Analisis citra iklan produk mentega bermerek Becel di Jerman = Image analysis of margarine's products from Becel branded in Germany
"[ ABSTRAK
Iklan margarin di Jerman memang banyak jenis dan mereknya. Berbagai produsen iklan berlomba-lomba membuat sebuah iklan menjadi semenarik mungkin agar dapat diterima di kalangan masyarakat. Seperti halnya produsen margarin bermerek Becel juga mebuat iklan sedemikian rupa sehingga iklan tersebut dikenal oleh masyarakat luas dengan ciri khasnya. Ciri khas ini kemudian yang disebut sebagai citra yang sengaja maupun tidak sengaja ditimbulkan dari komposisi gambar dan kata-kata dalam sebuah iklan. Kata-kata tersebut pastilah mempunyai makna denotatif dan konotatif yang membentuk citra suatu produk. Maka, penelitian ini bertujuan untuk menjelaskan makna dari setiap kata-kata yang terdapat pada unsur-unsur iklan tersebut agar pada akhir penelitian dapat ditarik kesimpulan mengenai citra tersebut. Metode yang digunakan dalam penelitian ini adalah metode kualitatif yang bersumber pada kajian pustaka. Hal yang dianalisis dalam penelitian ini adalah unsur-unsur dalam iklan serta makna denotatif dan konotatif dari kata-kata yang termasuk Höchwörter-Plastikwöter-Schlüsselwörter sehingga dapat ditentukan citra dari sebuah produk. Berdasarkan hasil penelitian, citra yang ingin ditampilkan oleh produsen iklan margarin bermerek Becel adalah mengenai kesehatan tubuh manusia. Walaupun produk tersebut merupakan produk makanan namun keunggulannya bukan hanya soal rasanya melainkan juga kesehatan produknya yang sudah terjamin dapat menurunkan kolesterol meskipun produk tersebut adalah sebuah produk margarin.
ABSTRACTMargarine advertisement in Germany has a lot of kinds and brands. Every advertising company tries to create their advertisments as interesting as possible to appeal the market. The margarine from Becel branded also creates its advertisment popular with their signatures. Then, these signatures are called as the intentional or unintional image to be showed in pictures or words in advertisment. Those words have certain denotative and connotative meanings which produce the product’s image. Therefore, the purpose of this research is to explain the meaning of each word in all part of the advertisement so we can see how the image is being produced. In this research, the method which is used is qualitative method and as the resource is from literatures as the resource. The concern of this research is to analyze the substances of advertisements and the denotative and connotative meanings of words which is classified as Höchwörter-Plastikwöter-Schlüsselwörter. Therefore, the image of the product can be defined. According to the result of this research, the image which represented by advertising company of Becel branded is about the human health. Although these products are food products, but the advantages are not just a matter of taste but also the health product which is claimed to reduce cholesterol reduce cholesterol even that the product is a product of margarine.;Margarine advertisement in Germany has a lot of kinds and brands. Every advertising company tries to create their advertisments as interesting as possible to appeal the market. The margarine from Becel branded also creates its advertisment popular with their signatures. Then, these signatures are called as the intentional or unintional image to be showed in pictures or words in advertisment. Those words have certain denotative and connotative meanings which produce the product’s image. Therefore, the purpose of this research is to explain the meaning of each word in all part of the advertisement so we can see how the image is being produced. In this research, the method which is used is qualitative method and as the resource is from literatures as the resource. The concern of this research is to analyze the substances of advertisements and the denotative and connotative meanings of words which is classified as Höchwörter-Plastikwöter-Schlüsselwörter. Therefore, the image of the product can be defined. According to the result of this research, the image which represented by advertising company of Becel branded is about the human health. Although these products are food products, but the advantages are not just a matter of taste but also the health product which is claimed to reduce cholesterol reduce cholesterol even that the product is a product of margarine., Margarine advertisement in Germany has a lot of kinds and brands. Every advertising company tries to create their advertisments as interesting as possible to appeal the market. The margarine from Becel branded also creates its advertisment popular with their signatures. Then, these signatures are called as the intentional or unintional image to be showed in pictures or words in advertisment. Those words have certain denotative and connotative meanings which produce the product’s image. Therefore, the purpose of this research is to explain the meaning of each word in all part of the advertisement so we can see how the image is being produced. In this research, the method which is used is qualitative method and as the resource is from literatures as the resource. The concern of this research is to analyze the substances of advertisements and the denotative and connotative meanings of words which is classified as Höchwörter-Plastikwöter-Schlüsselwörter. Therefore, the image of the product can be defined. According to the result of this research, the image which represented by advertising company of Becel branded is about the human health. Although these products are food products, but the advantages are not just a matter of taste but also the health product which is claimed to reduce cholesterol reduce cholesterol even that the product is a product of margarine.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Fae Dea Adelia
Analisis semiotika pada iklan pariwisata di Youtube "Imagine Your Korea - The Movie" = Semiotics analysis of tourism advertisement on Youtube "Imagine Your Korea - The Movie"
"[ ABSTRAK
Tulisan ini membahas tentang makna dari tanda yang muncul dalam Iklan pariwisata Korea di Youtube
?Imagine Your Korea-The Movie?. Iklan ini adalah bagian dari kampanye global Korea Tourism Organization
yang bertujuan untuk meningkatkan kesadaran target khalayak akan daya tarik pariwisata Korea sehingga dapat
meningkatkan jumlah wisatawan mancanegara. Menggunakan pendekatan Semiotika sebagai metode analisis
oleh Charles Sanders Peirce, makna di balik tanda yang meliputi ikon, indeks, dan simbol diinterpretasi secara
mendalam melalui penjabaran tanda, objek, dan interpretan. Hasil penelitian menunjukkan bahwa setiap tanda
yang muncul dalam iklan tersebut memiliki makna yang berkaitan dengan target khalayak industri pariwisata
Korea, karakteristik warga Korea, ciri khas negara Korea, dan fenomena Korean Wave sebagai daya tarik
pariwisata Korea.
ABSTRACT This paper discusses about the meaning of signs that appear in South Korea?s tourism advertisement on
Youtube ?Imagine Your Korea-The Movie?. This ads is a part of Korea Tourism Organization?s global
campaign which objectives are to increase target audience?s awareness about the attractions of Korea?s tourism
and to increase the numbers of foreign visitors. Using Semiotics approach by Charles Sanders Peirce as the
analythical method, the meaning behind signs including icons, index, and symbol are deeply interpreted through
the elaboration of signs, objects, and interpretants. The result of the research showed that every signs that
appeared in the ads have meanings that are related to the target audience of Korea?s tourism, the
characteristics of Koreans, the nation characteristics of Korea, and the Korean Wave phenomenon as the
attraction of Korea?s tourism., This paper discusses about the meaning of signs that appear in South Korea’s tourism advertisement on
Youtube “Imagine Your Korea-The Movie”. This ads is a part of Korea Tourism Organization’s global
campaign which objectives are to increase target audience’s awareness about the attractions of Korea’s tourism
and to increase the numbers of foreign visitors. Using Semiotics approach by Charles Sanders Peirce as the
analythical method, the meaning behind signs including icons, index, and symbol are deeply interpreted through
the elaboration of signs, objects, and interpretants. The result of the research showed that every signs that
appeared in the ads have meanings that are related to the target audience of Korea’s tourism, the
characteristics of Koreans, the nation characteristics of Korea, and the Korean Wave phenomenon as the
attraction of Korea’s tourism.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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GY Violetta Affandi
Penggunaan celebrity endorser pada bauran promosi dalam pembentukan brand association produk perawatan kulit (Bunga Citra Lestari sebagai celebrity endorser POND's) = The usage of celebrity endorser of promotion mix in shaping brand association of skin care products (Bunga citra Lestari as the celebrity endorser of Pond's)
"Produk perawatan kulit mcrupakan barang konsumsi wanita yang Lidak pemah habis diperbaharui. Pembaharuan tersebut menciptakan pasar yang bersaing Sengit dalam tujuan meraih angka penjualan tertinggi. Penggunaan celebrity endorser dalam kampanye promosi produsen produk perawatan kulit mcrppakan salah satu cara untuk memperuncing persaingan dalam pasar texsebut. Tujuan penelitian ini adalah untuk melihat apakah khalayak berhasil menangkap proses brand association daxi seluruh kampanye promosinya. Dan juga untuk melihat bila pengaruh celebrity endorser dapat mengubah belief serta perilaku khalayak. Studi ini hanya difolcuskan pada kompehensi celebrity endorser dan ddak pada faktor lain. Hasil penelitian memperlihatkan bahwa brand association tercipta namun faktor merek dan celebrity endorser tidak saling identik, serta ditemukan juga bahwa dalam proses komunikasi komersial kampanye promosi produk perawatan kulit, penggunaan celebrity endorser cenderung tidak mengubah belief serta perilaku khalayak.
Skin care products is indeed women 's consumed products that will never be having suficient innovation of The innovations to this product 'create a competitive market with the final goal set to the achievement of highest sales amount. The usage of celebrity endorser in marketing campaigns conducted by the producers ofshin care products is one of many ways applied in order to sharpen the competition in the market. The objective of this research is to identzfu should the public be able to generate a form of brand association throughout the whole marketing communications process, and also to observe whether the influence of the celebrity endorser could deliberately transhrm the belief and behavior of the public against the brand. This study is focused to the competence of celebrity endorser and not to other factors. The end result ofthe research shows that there is a phase where the brand associations were generated however the brand and the celebrity endorser are not identicalbv causative to each other. It is also jbund that during the processes of commercial communications which in this case id marketing campaign of skin care products, the influence of celebrity endorser does not cause alterations in public 's belief and behavior."
Jakarta: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2009
T33833
UI - Tesis Open  Universitas Indonesia Library
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Bastio
Analisis hochwertw rter schl sselw rter dan plastikw rter pada iklan mobil Jerman Bmw = Analysing hochwertw rter schl sselw rter plastikw rter on german Bmw Car advertisement
"[ ABSTRAK
Iklan adalah pemberitahuan mengenai suatu barang atau jasa yang dijual dan dipasang di dalam media massa. Iklan terkait dengan Hochwerwörter, Schlüsselwörter, dan Plastikwörter. Dengan menganalisis kosakata-kosakata yang termasuk ke dalam Hochwerwörter, Schlüsselwörter, dan Plastikwörter, kita dapat mengetahui pesan yang digunakan pembuat iklan untuk memperlihatkan kekuatan produk yang pada akhirnya diharapkan dapat mempengaruhi konsumen untuk membelinya. Di dalam setiap iklan pasti terdapat sebuah pesan. Kesuksesan suatu produk tidak lepas dari konsep iklan yang menyiratkan pesan di dalamnya. Mobil BMW merupakan salah satu produk mobil yang penjualannya sukses di Jerman. Tujuan dari penelitian ini adalah untuk mengetahui Hochwerwörter, Schlüsselwörter, dan Plastikwörter apa saja yang terkandung pada iklan mobil BMW dan apa makna dari penggunaan Hochwerwörter, Schlüsselwörter, dan Plastikwörter tersebut. Metode penelitian yang digunakan adalah studi kepustakaan dengan mengumpulkan data serta menganalisis makna dari penggunaan Hochwerwörter, Schlüsselwörter, dan Plastikwörter.
ABSTRACT
Advertising is promotion about a product or a service that being sold and installed in the mass media. Advertising consists of Hochwertwörter, Schlüsselwörter, and Plastikwörter. By analyzing the Hochwertwörter, Schlüsselwörter, and Plastikwörter, we can understand the message that used to show how could the advertising influence the consumers to buy it. The success of product can not be separated from concept of advertising that implies a message in it. BMW is one of the most successful car product in Germany, The purpose of this study was to determine Hochwertwörter, Schlüsselwörter, and Plastikwörter that is contained in the BMW commercials and what is the function of the Hochwertwörter, Schlüsselwörter, and the Plastikwörter. The method that used in this journal is a literature study to collect data and analyze the meaning of the use Hochwertwörter, Schlüsselwörter, and Plastikwörter.;Advertising is promotion about a product or a service that being sold and installed in the mass media. Advertising consists of Hochwertwörter, Schlüsselwörter, and Plastikwörter. By analyzing the Hochwertwörter, Schlüsselwörter, and Plastikwörter, we can understand the message that used to show how could the advertising influence the consumers to buy it. The success of product can not be separated from concept of advertising that implies a message in it. BMW is one of the most successful car product in Germany, The purpose of this study was to determine Hochwertwörter, Schlüsselwörter, and Plastikwörter that is contained in the BMW commercials and what is the function of the Hochwertwörter, Schlüsselwörter, and the Plastikwörter. The method that used in this journal is a literature study to collect data and analyze the meaning of the use Hochwertwörter, Schlüsselwörter, and Plastikwörter., Advertising is promotion about a product or a service that being sold and installed in the mass media. Advertising consists of Hochwertwörter, Schlüsselwörter, and Plastikwörter. By analyzing the Hochwertwörter, Schlüsselwörter, and Plastikwörter, we can understand the message that used to show how could the advertising influence the consumers to buy it. The success of product can not be separated from concept of advertising that implies a message in it. BMW is one of the most successful car product in Germany, The purpose of this study was to determine Hochwertwörter, Schlüsselwörter, and Plastikwörter that is contained in the BMW commercials and what is the function of the Hochwertwörter, Schlüsselwörter, and the Plastikwörter. The method that used in this journal is a literature study to collect data and analyze the meaning of the use Hochwertwörter, Schlüsselwörter, and Plastikwörter.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Raka Dammi Islamianto
Analisis perilaku konsumen terhadap element Marketing Mix dalam fenomena mobil "Sejuta Umat" di Indonesia : Studi kasus mobil merek Toyota Avanza = Analysis of consumer behavior against element of Marketing Mix in the phenomenon of the car "a Million People" in Indonesia : A study about brand Toyota Avanza
"[ ABSTRAK
Ketatnya persaingan dunia otomotif di Indonesia, memaksa para produsen untuk
mengeluarkan inovasi produknya. Dalam persaingan tersebut, ternyata mobil LMPV
tetap menjadi kategori mobil yang paling diminati oleh masyarakat Indonesia.
Fenomena ini ternyata membuat para produsen di bidang otomotif mengambil
spekulasi untuk terjun ke dalam persaingan mobil kelas LMPV tersebut. Toyota
merupakan pionir mobil di kelas LMPV dengan produknya Toyota Avanza.
Walaupun kini Toyota Avanza memiliki banyak kompetitor di kelasnya, angka
penjualan produk ini masih menduduki posisi teratas. Alasan Toyota Avanza
menduduki posisi teratas karena memperhatikan elemen-elemen marketing mix
seperti produk, harga, tempat/keterjangkauan, dan promosi. Keempat elemen
marketing mix tersebut dapat mempengaruhi keputusan pembelian konsumen.;
ABSTRACT
The tight competition of automotive market in Indonesia forces the producexrs to
create innovation in their product. In that competition, LMVP cars are still the most
attractive cars for Indonesian society. This phenomena pushes the car producers to
start entering the LMVP class. Toyota is the pioneer in the LMVP class with the
Toyota Avanza. Although now Avanza has a lot of competition they are still on top
above than the other competitors. The reason why Avanza is on top because it takes
into consideration elements of mix marketing such as product, price, place and
promotion. Those four elements can influence the decision making of consumers., The tight competition of automotive market in Indonesia forces the producexrs to
create innovation in their product. In that competition, LMVP cars are still the most
attractive cars for Indonesian society. This phenomena pushes the car producers to
start entering the LMVP class. Toyota is the pioneer in the LMVP class with the
Toyota Avanza. Although now Avanza has a lot of competition they are still on top
above than the other competitors. The reason why Avanza is on top because it takes
into consideration elements of mix marketing such as product, price, place and
promotion. Those four elements can influence the decision making of consumers.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Andhika Rizqie Putratama
Analisis produk Fruit Tea di USA = Fruit Tea product analysis in USA
"[ ABSTRAK
Jurnal ini membahas analisa dan strategi pemasaran suatu produk yang di simulasikan akan di pasarkan di negara Amerika Serikat. Penulis menggunakan teori PESTLE analysis (Political, Economical, Social, Technological, Legal and Environmental) teori SWOT Analysis (Strengths, Weakness, Opportunities and Threats). Analisa PESTLE dilakukan sebagai analisa makro dan eksternal, yaitu sebagai usaha pengambilan data untuk mengetahui potensi pasar dengan melihat dari faktor luar yang mempresentasikan keadaan sekarang. Keadaa yang mana perusahaan tidak mempunyai kemampuan untuk merubahnya. Analisa PESTLE di lakukan di untuk menentukan kelayakan peluncuran produk secara gambaran besar. Analisa SWOT di lakukan sebagai ringkasan teori PESTLE, yang mana menerangkan menerangkan keadaan yang lebih detail dan dalam. Untuk mempermudah pembahasan, penulis menggunakan studi kasus Fruit Tea, salah satu produk yang mendominasi di kategorinya. Dari pembahasan ini, kita dapat memahami bagaimana menganalisa suatu produk yang akan di pasarkan di pasar yang baru dan sebagai referensi strategi yang efektif
dalam pemasaran produk agar dapat mencapai angka penjualan yang maksimal.;
ABSTRACTThis paper assesses analysis and marketing strategies of product, which simulated to be marketed in USA. The author used PESTLE theory (Political, Economical, Sociological, Technological, Legal and Environmental) and SWOT analysis theory (Strengths, Weaknesses, Opportunities, and Threats). PESTLE analysis will be conducted as a macro and external analysis, which is as an attempt of data search to identify market potential by looking from external factors that represent the current situation. A situation which the company
doesn’t have ability to influence it. PESTLE analysis will be conducted to determine the value of the product launch in a big picture. SWOT analysis will be conducted as a summary of PESTLE macro analysis, which assessing deeper circumstances. The author used Fruit Tea
brand, one of the market leader in its category. This assessment will lead us to better understanding of how to analyze our product that will be launched in a new market and as a knowledge reference of effective strategies in product marketing in purpose to acquire a maximum sale., This paper assesses analysis and marketing strategies of product, which simulated to be marketed in USA. The author used PESTLE theory (Political, Economical, Sociological, Technological, Legal and Environmental) and SWOT analysis theory (Strengths, Weaknesses, Opportunities, and Threats). PESTLE analysis will be conducted as a macro and external analysis, which is as an attempt of data search to identify market potential by looking from external factors that represent the current situation. A situation which the company
doesn’t have ability to influence it. PESTLE analysis will be conducted to determine the value of the product launch in a big picture. SWOT analysis will be conducted as a summary of PESTLE macro analysis, which assessing deeper circumstances. The author used Fruit Tea
brand, one of the market leader in its category. This assessment will lead us to better understanding of how to analyze our product that will be launched in a new market and as a knowledge reference of effective strategies in product marketing in purpose to acquire a maximum sale.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Made Devicca Surya
Analisis pengaruh marketing communications terhadap keputusan pembelian (objek penelitian: Go-Jek) = Analysis of the effect of marketing communications on purchase decision research object: Go-Jek
"ABSTRAK
Go-Jek merupakan transportasi online yang dikenal masyarakat Indonesia. Dalam mempertahankan diri dari pada pesaing, maka Go-Jek harus siap bersaing dengan competitor lainnya dan terus mengembangkan inovasi untuk dapat bertahan di industry transportasi online ini. Oleh karena itu, Go-Jek harus merumuskan strategi pemasaran yang efektif agar dapat meningkatkan dan mempertahankan pangsa pasarnya. Go-Jek menggunakan alat komunikasi, yaitu Bauran Promosi atau dikenal dengan Marketing communications Mix untuk meningkatkan keputusan pembelian dari konsumen. Alat yang digunakan untuk pengukuran dari Marketing communications Mix yang terdiri dari Advertising, Sales Promotion, Event, Direct Marketing, Internet Marketing, Personal Selling, dan Word-of-mouth. Tiap indikator tersebut mempunyai cara dan peran masing-masing dalam pendekatan ke konsumen. Penelitian ini akan berfokus pada hubungan secara langsung dari Marketing communications Mix yang digunakan Go-Jek terhadap keputusan pembelian atau penggunaan jasa, baik hubungan secara langsung atau menggunakan mediator dari Brand Trust, Brand Credibility, dan Brand Commitment. Penelitian diharapkan dapat memberikan masukan untuk penelitian selanjutnya, khususnya mengenai Marketing Communications Mix terhadap keputusan pembelian atau penggunaan jasa dengan ataupun tanpa mediator, di industri yang sama atau berbeda.
ABSTRACT
Go Jek is an online transportation known to the people of Indonesia. In defending from competitors, Go Jek must be ready to compete with other competitors and continue to develop innovations to survive in this online transportation industry. Therefore, Go Jek must formulate effective marketing strategies in order to increase and maintain its market share. Go Jek uses a communication tool, the Promotional Mix or otherwise known as Marketing Communications Mix to improve purchasing decisions from consumers. Tools used for measurement of Marketing Communications Mix consisting of Advertising, Sales Promotion, Event, Direct Marketing, Internet Marketing, Personal Selling, and Word of mouth. Each of these indicators has their own ways and roles in the approach to the consumer. This study will focus on the direct relationship of Marketing Communications Mix that Go Jek uses to purchase or use decisions, either directly or using the mediators of Brand Trust, Brand Credibility, and Brand Commitment. Research is expected to provide input for further research, particularly regarding Marketing Communications Mix on purchasing decisions or use of services with or without mediators, in the same or different industries. "
2018
T51568
UI - Tesis Membership  Universitas Indonesia Library
cover
Kintan Ayunda Wisnu Putri
Analisa penggunaan Guerilla Marketing di industri musik (studi kasus peluncuran album Reflektor oleh grup band Arcade Fire) = Analysis on the Guerilla marketing usage in the music industry case study the Launch of Reflektor album by Arcade Fire band
"[ ABSTRAK
Industri musik saat ini sudah merambah ke ranah digital. Perilaku masyarakat terhadap musik pun berubah dimana mereka lebih memilih untuk mengakses musik secara digital daripada secara fisik. Kemudahan tersebut juga berdampak terhadap semakin ketatnya persaingan antar musisi yang membuat munculnya banyak pilihan musik. Dikarenakan hal tersebut, pemain dalam industri musik harus membuat dirinya menonjol diantara pemain lainnya agar dapat bertahan di industri ini. Salah satu caranya adalah dengan menggunakan guerilla marketing yang dapat menangkap perhatian orang-orang dengan memberikan efek surprise agar terjadi diffusion effect dan dengan biaya yang relatif rendah terutama dengan utilisasi media baru sebagai media alternatif. Penggunaan guerilla marketingmerupakan hal yang tidak lazim di Industri musik, namun sebuah grup band yang berasal dari Montreal bernama Arcade Fire mencapai kesuksesan dalam penjualan album barunya, Reflektor, dengan menerapkan guerilla marketinguntuk memasarkan album tersebut. Pihak Arcade Fire mengimplementasi penggunaan guerilla marketing tersebut berdasarkan model marketing A.I.D.A dan memanfaatkan media baru. Melalui hal ini, hasil akhir yang diharapkan adalah action dari masyarakat berupa pembelian album. Tulisan ini
dibuat untuk menganalisa penggunaan guerilla marketingdengan menggunakan media baru di dalam industri
musik;
ABSTRACTNowadays, the music industry is venturing into the digital realm. People’s behaviour towards music is changing whereas people nowadays prefer ro access music digitally rather than physically. This convinience also resulted in the increasing competition among musicians who provide music options. Based on this, a music industry player must make himself stand out among other players in order to survive in this industry. One of theway is by using guerilla marketing to promote their music which be able to capture people’s attention by surprising (surprise effect) them in order to create a diffusion effect at relatively at low cost, especially by the emergence of the new media as an alternative media. The usage of guerrilla marketing in the music industry is not a common thing, but Arcade Fire, a band from Montreal, achieved success by selling their newest album using guerrilla marketing. The implementation of this successful guerrilla marketing strategy is based on the AIDA marketing model and new media usage. Through this strategy, the expected result is action from the community in the form of purchasing the album. This paper is made to analyze the usage or guerilla marketing through new media in the
music industry., Nowadays, the music industry is venturing into the digital realm. People’s behaviour towards music is changing whereas people nowadays prefer ro access music digitally rather than physically. This convinience also resulted in the increasing competition among musicians who provide music options. Based on this, a music industry player must make himself stand out among other players in order to survive in this industry. One of theway is by using guerilla marketing to promote their music which be able to capture people’s attention by surprising (surprise effect) them in order to create a diffusion effect at relatively at low cost, especially by the emergence of the new media as an alternative media. The usage of guerrilla marketing in the music industry is not a common thing, but Arcade Fire, a band from Montreal, achieved success by selling their newest album using guerrilla marketing. The implementation of this successful guerrilla marketing strategy is based on the AIDA marketing model and new media usage. Through this strategy, the expected result is action from the community in the form of purchasing the album. This paper is made to analyze the usage or guerilla marketing through new media in the
music industry.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Sevin, Charles H.
Marketing productivity analysis / Charles H. Sevin
New York: McGraw-Hill, 1965
658.801 8 SEV m
Buku Teks SO  Universitas Indonesia Library
cover
Risyafli Suryohadiprojo
Manajemen hubungan pelanggan di Lotus Andalan Sekuritas = Customer Relation Management in Lotus Andalan Sekuritas
"

  Manusia telah melakukan perdagangan untuk waktu yang lama. Saat ini komoditas yang diperdagangkan bervariasi dari kebutuhan sehari-hari hingga kebutuhan masa depan. Perdagangan saham telah menjadi kegiatan penting sekarang karena banyak negara memberikan fasilitas untuk mengembangkan perdagangan.  Semakin banyak orang memperdagangkan saham dan ini telah menciptakan peluang bisnis baru.  

  Perusahaan sekuritas didirikan untuk memenuhi kebutuhan orang-orang dalam perdagangan saham. Ada banyak hal yang terlibat dalam menjalankan perusahaan sekuritas dengan baik.  Salah satu kontributor utama adalah kegiatan pemasaran. Untuk magang karena minat dalam kegiatan pemasaran perusahaan, penulis memandang bahwa untuk menjadi orang pemasaran yang baik, seseorang harus benar-benar memiliki pengetahuan tentang manajemen pemasaran.  Selain itu, orang juga harus tahu bagaimana melakukan prosedur pemasaran, memahami manajemen hubungan pelanggan perusahaan dan bagaimana perusahaan mengelola hubungannya di antara mereka.  

  Tujuan dari penelitian ini adalah untuk melihat pengaruh orang pemasaran atau marketeers di perusahaan sekuritas.  Dalam penelitian ini, saya ingin melihat bagaimana perusahaan menangani hubungan mereka dengan pelanggan mereka (perusahaan lain atau pelanggan individu).  Penjelasan lebih lanjut, saran dan implikasi juga akan dibahas nanti dalam makalah ini.

 

  Human has been doing trading for a long time. Nowadays the commodities that are traded vary from everyday’s needs to future needs. Trading stocks has been an important activity now as many countries give facilities to develop the trade. More and more people trade stocks and this has created new business opportunities.

 Securities companies are established to cater the needs of people in trading stocks. There are many things involved in running a securities company well. One main contributor is the marketing activities. For the internship due to the interest in the marketing activities of the company, the author viewed that in order to be a good marketing person, one must really have the knowledge regarding marketing management. In addition, one also has to know how to do the procedure of marketing, understand the customer relation management of the company and how the company manages its relation between them.

  The purpose of this research is to see the effect of marketing people or marketeers in a securities company. In this research, I would like to see how the company handle their relationship with their customers (other companies or individual customer). Further explanation, suggestion and implication will also be discussed later in this paper.

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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
TA-Pdf
UI - Tugas Akhir  Universitas Indonesia Library
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