Proses perencanaan strategi kampanye periklanan pt. seni tiga pilar emas untuk klien

Tantra, Amelia Benita (2013) Proses perencanaan strategi kampanye periklanan pt. seni tiga pilar emas untuk klien. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Didalam persaingan bisnis yang semakin meningkat, perusahaan dituntut untuk terus meningkatkan kegiatan promosi didalam bidang periklanan. Dalam rangka itu mereka membutuhkan jasa perusahaan yang bergerak dalam bidang periklanan yang kita kenal sebagai advertising agency. PT. Seni Tiga Pilar Emas merupakan advertising agency yang memfokuskan perhatian pada digital media. Penulis melaksanakan magang pada PT. Seni Tiga Pilar Emas sebagai strategic planner selama empat bulan sejak 25 Juni 2012 sampai 12 Oktober 2012. Dalam magang ini, penulis menggunakan konsep advertising campaign yang menjadi acuan dalam proses perencanaan strategi kampanye periklanan mulai dari tahap menganalisis brand sampai pada tahap evaluasi untuk brand Oops Fugu dan Star, Klop, Luna, Zact, Illy, dan membuat site map untuk website PT Kresna Securities. Penulis juga menggunakan beberapa teori komunikasi yaitu uncertainty reduction theory dan social exchange theory dalam membina hubungan PT. Seni Tiga Pilar Emas dengan klien ketika membuat perencanaan strategi kampanye bagi para klien tersebut. Pelaksanaan magang menunjukkan bahwa PT. Seni Tiga Pilar Emas dalam perencanaan strategi periklanan untuk kliennya menerapkan konsep kampanye periklanan sebagai tema besar agar tetap konsisten dalam mengkomunikasikan pesan kepada konsumen. / In the competitive world of business, companies must continuously increase their promotional activities especially in advertising. In doing these companies need services provided by advertising agency such as PT. Seni Tiga Pilar Emas which focuses on digital media. As an intern at PT. Seni Tiga Pilar Emas I worked as a strategic planner for four months starting from 25th June 2012 to 12th October 2012. In this internship, I used some concepts of advertising campaign as a reference in the planning process of advertising campaign strategy for Fugu Oops Star, Klop, Luna, Zact, Illy, and created a site map for PT Kresna Securities website. I also used some communication theories such as uncertainty reduction theory and social exchange theory in developing the relationship between PT. Seni Tiga Pilar Emas and the clients. In planning advertising campaign strategies for the clients PT. Seni Tiga Pilar Emas applied the advertising campaign concepts as a major theme in order to consistently communicate the message to the customers.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tantra, Amelia BenitaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAbadi, A. SetiawanUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: advertising campaign
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:24
Last Modified: 19 Dec 2019 01:37
URI: http://repository.uph.edu/id/eprint/1126

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