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"It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation."

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Web 2.0 telah merubah bentuk word of mouth tradisional menjadi word of mouth baru berbasis Internet yaitu electronic word of mouth (eWOM). Melalui eWOM, konsumen membagikan pengalamannya berupa opini dan informasi mengenai suatu produk dan merek. Merek yang memiliki nilai lebih di mata konsumen akan mempunyai ekuitas merek yang kuat juga, sehingga akan mendorong minat pembelian yang lebih tinggi. Tesis ini membahas mengenai pengaruh eWOM melalui ekuitas merek terhadap minat pembelian pada pemasaran pendidikan tinggi. Penelitian ini dilakukan dengan pendekatan kuantitatif melalui metode survei dan sifat penelitian eksplanatif. Populasi pada penelitian ini adalah wisudawan program Sarjana Universitas Paramadina periode April 2019 yaitu 131 wisudawan. Teknik pengambilan sampel menggunakan total sampling. Dari hasil pengisian kuesioner, hanya 94 kuesioner yang diolah lebih lanjut berdasarkan pertanyaan saringan pada penelitian ini. Metode analisis data yang digunakan pada penelitian ini adalah analisis jalur. Analisis jalur digunakan untuk mengetahui jalur yang paling efektif dalam pembentukan minat pembelian pada konteks pemasaran pendidikan tinggi. Hasil penelitian menunjukkan bahwa pengaruh tidak langsung eWOM melalui ekuitas merek merupakan jalur yang paling efektif dalam pembentukan minat pembelian, sedang pengaruh langsung eWOM pada pembentukan minat pembelian memiliki nilai yang lebih kecil. Kesimpulan dalam penelitian ini, universitas dalam membentuk minat pembelian calon konsumen potensialnya harus menciptakan eWOM yang mampu membentuk ekuitas merek yang baik di mata calon konsumen potensialnya, sehingga minat pembelian konsumen akan menjadi tinggi.

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Web 2.0 has transformed traditional forms of word of mouth into new Internet-based word of mouth or electronic word of mouth (eWOM). Through eWOM, consumers share their experiences in the form of opinions and information about a product and brand. Brands that have more value in the eyes of consumers will have strong brand equity, so that it will encourage higher purchase intentions. This thesis discusses the effect of eWOM through brand equity on purchase intentions in higher education marketing. This research was conducted with a quantitative approach through survey methods and explanatory research. The population in this study are 131 graduates of the Paramadina University Bachelor Program in the April 2019 period. The sampling technique uses total sampling. Based on filter questions in this study, only 94 questionnaires were processed further. The data analysis method used in this study is path analysis. Path analysis is used to determine the most effective pathway in the formation of purchase intentions in the context of higher education marketing. The results showed that the indirect influence of eWOM through brand equity was the most effective path in the formation of purchase intentions, while the direct influence of eWOM on the formation of purchase intention had a smaller value. The result of this study suggests that universities, in forming the purchase intention of potential customers, must create eWOM which is able to shape a good brand equity in the eyes of potential customers. This strategy, assumed, will increase the consumer’s purchase intention.

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"Covers the various aspects of modern Marketing Communications, including 'Communications Theory', 'Advertising', 'Sales Promotion', 'Planning', 'Research' and 'Public Relations', 'Internal Marketing', 'Ethical Marketing' and the 'Regulatory Environment'."

"In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style."

"Tugas Karya Akhir ini membahas tentang Perencanaan Strategi Komunikasi terpadu RGB Digital Imaging Class yang lebih menekankan aspek rasional. Dengan mengumpulkan data pasar yang ada, maka diharapkan terkumpul berbagai dasar dan pertimbangan yang baik untuk menjalankan sebuah program perencanaan komunikasi pemasaran terpadu untuk RGB Digital Imaging Class ini.Di tengah dunia photography yang semakin menjamur di Indonesia khususnya Jakarta ini, RGB Digital Imaging Class hadir sebagai tempat kursus pengolahan foto (digital imaging) yang berbasis software Adobe Photoshop. Awareness mengenai Digital Imaging di target khalayak sudah cukup tinggi. Namun, ketertarikan untuk belajar pengolahan foto ini masih belum ada di benak kahalayak tersebut. Dari masalah tersebut, kampanye ini dirancang untuk menggiring khalayak dari ketidaktertarikan mereka menjadi sebuah "investasi" yang menguntungkan melalui belajar dan kursus pengolahan foto ini sehingga sebanding dengan apa yang telah dikeluarkan dan menciptakan emotional bonding serta awareness yang tinggi di kalangan target khalayak.Program kampanye ini akan menghabiskan biaya sebesar Rp 22.000.000,00 selama enam bulan masa kampanye. Demi kelancarannya, kampanye ini juga akan diawasi dan dievaluasi untuk melihat dampak dan efektivitas kampanye.

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This thesis will be discussing a communication planning program as an integrated advertising for RGB Digital Imaging Class which emphasize in a rational aspect. By doing a certain data collection in a targeted segment, a various basis and a good consideration will eventually create a communication planning program as an integrated for this RGB Digital Imaging Class as expected.

In this era, photography has become a very popular subject among people, especially in Jakarta. RGB Digital Imaging Class presented itself as a facility in photographical oriented program (digital imaging) that is based on Adobe Photoshop software. The awareness level of RGB Digital Imaging Class in a targeted segment itself is quite high. The problem is that, people has lack of interest to study in this program. From that matter, this campaign was designed to convert peoples interest, and that is to create a different mindset that will be one certain "investation" creating a benefit towards that persons life if they decided to learn from this photography program, they will get an equal result of what they'd pay. Eventually it will create an emotional bonding and high awareness in a certain targeted segment.

This campaign program will cost Rp.22.000.000,00 in six months period of the campaign. For its progress , this campaign will be watched and evaluated to clearly sees the impact and the effectiveness of the campaign."