Aktivitas brand communication PT. Smartfren Telecom TBK. dalam mengelola paid media

Abel, Cynthia Magdalena (2023) Aktivitas brand communication PT. Smartfren Telecom TBK. dalam mengelola paid media. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Smartfren Telecom TBK. merupakan perusahaan telekomunikasi pertama yang hadir di Indonesia. dengan kemunculan berbagai perusahaan telekomunikasi lain seiring berkembangnya industri telekomunikasi di Indonesia, Smartfren berada dalam persaingan ketat untuk mendapatkan pelanggan. Berbagai perusahaan terdorong untuk menciptakan cara komunikasi merek yang relevan dan juga persuasif kepada publik. Smartfren melakukan upaya dalam memperkuat merek melalui rangkaian aktivitas dalam implementasi komunikasi merek dengan cara beragam termasuk salah satunya dalam mengelola media berbayar. Sebagai Media Intern dalam menyatukan pesan merek dan usahanya dalam meningkatkan kesadaran akan produknya kepada publik. Pemagang terlibat dalam menyusun strategi, berdiskusi dan melakukan kegiatan penempataan iklan, hingga proses meninjau efektivitas dari media berbayar yang telah digunakan. PT Smartfren Telecom TBK. Menargetkan kalangan college students dan blue collar juga berbagai daerah secondary cities sebagai target market pada tahun 2022. Perusahaan menggunakan berbagai simbol komunikasi dari kata-kata yang digunakan untuk menarik rasa Fear Of Missing Out (FOMO) ataupun menarik rasa penasaran masyarakat agar mencoba produk PT Smartfren Telecom TBK. Perusahaan juga mengunakan berbagai IMC tools seperti advertising, sales promotion, digital marketing, dan lainnya dalam upaya menyatukan pesan./ PT Smartfren Telecom TBK. is the first telecommunications company present in Indonesia. with the emergence of various other telecommunications companies along with the development of the telecommunications industry in Indonesia, Smartfren is in tough competition to get customers. Companies are driven to create ways of communicating brands that are both relevant and persuasive to the public. Smartfren makes efforts to strengthen the brand through a series of activities in implementing brand communication in various ways, including one of them in managing paid media. As a Media Intern in unifying brand messages and efforts in increasing awareness of its products to the public. Interns are involved in developing strategies, discussing and carrying out advertising placement activities, to the process of reviewing the effectiveness of the paid media that has been used. PT Smartfren Telecom TBK. Targeting college students and blue-collar as well as various secondary cities in as their primary target markets in 2022. The company uses various communication symbols from the words used to attract a sense of Fear Of Missing Out (FOMO) or attract people's curiosity to try PT Smartfren Telecom TBK's products. Companies also use various IMC tools such as advertising, sales promotion, digital marketing, and others in an effort to unify messages.

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