Strategi meningkatkan brand image kartu kredit BRI Platinum melalui branding di Pacific Place Mall oleh Dentsu Sparks = Strategies of improving brand image of BRI Platinum credit card through branding in Pacific Place Mall by Dentsu Sparks

Irsan, Herviany (2014) Strategi meningkatkan brand image kartu kredit BRI Platinum melalui branding di Pacific Place Mall oleh Dentsu Sparks = Strategies of improving brand image of BRI Platinum credit card through branding in Pacific Place Mall by Dentsu Sparks. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era globalisasi saat ini, persaingan dalam dunia industri tidak dapat dihindari lagi. Perusahaan yang tidak melakukan promosi dapat kalah saing dengan perusahaan yang berpromosi. Oleh sebab itu banyak bermunculan bidang usaha baru yaitu advertising agency yang memiliki keahlian untuk menyusun rencana dalam mengembangkan, mempersiapkan dan mengeksekusi promosi terhadap produk atau jasa melalui komunikasi. Dentsu Sparks merupakan salah satu full service brand agency multinasional yang berlokasi di Jakarta. Dalam memberikan strategi komunikasi yang baik untuk client, Dentsu Sparks banyak menggunakan konsep advertising dalam menyampaikan pesan kepada audiens. Dentsu Sparks mencari tahu dan mempelajari apa yang menjadi kebutuhan client agar tujuan client beriklan dapat terlaksana dengan baik. Selama pelaksanaan magang, penulis sebagai Junior Account Executive terlibat langsung dalam melakukan proses strategi komunikasi yang dilakukan Dentsu Sparks kepada client. Penulis dapat menyimpulkan, penggunaan konsep advertising yang dilakukan oleh Dentsu Sparks untuk client dapat mencapai tujuan client karena proses melakukan advertisement dilakukan dengan tahapan yang professional. Saran dari penulis adalah untuk melakukan pengembangan ide dan media dalam melakukan advertising / In the current era of globalization, the competition in the industrialized world cannot be avoided any longer. Companies that don't do promotions may lose competitiveness over companies that do promotions. Therefore, many new advertising agencies that specialize in developing plan in assembling, preparing and executing promotions of products or services through communication. Dentsu Sparks is one of the multinational full service brand agencies, which is located in Jakarta. In providing good communication strategies for clients, Dentsu Sparks uses many concepts of advertising in conveying a message to an audience. Dentsu Sparks finds out and learns what a client needs in order to reach client’s goals. During the execution of the internship, the writer who was a Junior Account Executive, was directly involved in performing the process of communication strategy undertaken by Dentsu Sparks to the client. The author concludes that the concept of advertising practiced by Dentsu Sparks to the client satisfy the client’s goals, because the advertisement process is done professionally. The author recommends Denstu Sparks to develop fresher ideas and to use more media variety in doing the advertising process.

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