Peranan account executive di pt. fortune indonesia, tbk dalam menangani aktivitas iklan produk mandiri sms

Faradina, Masayu Atiah (2011) Peranan account executive di pt. fortune indonesia, tbk dalam menangani aktivitas iklan produk mandiri sms. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam meningkatkan pelayanan terhadap nasabahnya, Bank Mandiri terus mengembangkan produknya. Salah satunya adalah dengan menciptakan produk Mandiri SMS. Produk Mandiri SMS merupakan salah satu produk Bank Mandiri, di mana dengan menggunakan produk ini, nasabah dapat melakukan berbagai macam transaksi melalui ponsel mereka. Dalam menjaga dan meningkatkan eksistensi produk Mandiri SMS, Bank Mandiri mengiklankan produk Mandiri SMS dengan menggunakan jasa sebuah advertising agency lokal, yaitu Fortune Indonesia. Saat melaksanakan magang, Penulis bekerja sebagai account executive pada Brand Team Barcode 2, yang merupakan Brand Team yang khusus menangani Bank Mandiri sebagai klien. Penulis membantu account executive lain dalam menangani iklan Mandiri SMS. Account executive merupakan penghubung antara Fortune Indonesia dengan Bank Mandiri. Account executive menyampaikan maksud dan keinginan Bank Mandiri mengenai aktivitas iklan Mandiri SMS kepada Fortune Indonesia. Selain itu, account executive mengontrol dan memastikan bahwa aktivitas iklan Mandiri SMS berjalan dengan baik dan lancar. Penulis menyimpulkan bahwa account executive memiliki peran yang sangat penting dalam berjalannya aktivitas iklan Mandiri SMS. Account executive mengawasi dan mengatur jalannya aktivitas Iklan Mandiri SMS, dimulai dari strategi iklan, kreatif, media, produksi dan materi iklan sehingga dapat terselesaikan tepat waktu dan sesuai dengan maksud dan keinginan pihak Bank Mandiri. Penulis menyarankan agar account executive Brand Team Barcode 2 dapat lebih aktif dalam memberikan masukan-masukan kepada Bank Mandiri dan dorongan kepada account planner untuk melakukan riset mengenai situasi target market dan konsumen. Sehingga perumusan strategi iklan dan kreatif akan lebih efektif. / In improving service to its customers, Mandiri bank continues to develop its products. One way is to create the Mandiri SMS product. Mandiri SMS product is one of the Mandiri Bank’s product, where by using this product, customers can perform a variety of transactions through their mobile phone. In maintaining and improving the existence of Mandiri SMS product, Mandiri Bank advertise the Mandiri SMS product using the service which offers by a local advertising agency, named Fortune Indonesia. During the internship program, the author worked as an account executive at Barcode 2 Brand Team, which specialized to serve Mandiri Bank as the client. The author helps account executives in handling the ad of Mandiri SMS product. Account executive is the liaison between Fortune Indonesia and Mandiri Bank. Account executive conveys the intent and desire of Mandiri Bank to Fortune Indonesia. In addition, an account executive also control and ensure that the advertising activities of Mandiri SMS product went well. The author concludes that the account executive has a very important role in Mandiri SMS advertising activity. Account executives oversee and managing the Mandiri SMS advertising activity, starting from the advertising strategy, creative, media, production and advertising materials. So, all of it can be resolved on time and according to the intent and desire of Mandiri Bank. The author suggested that the account executive Barcode Brand Team 2 should be more active in providing suggestion to Mandiri Bank and push the account planner to conduct research about target market and consumer situations. So that the formulation of advertising strategy and creative will be more effective.

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