Brand Activation GATSBY Melalui Kompetisi Periklanan:(Studi kasus 9th GATSBY Student CM Award)

Nur Arief Hidayat, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT During recent years there has been an increase of the competition among companies that lead the marketing communications strategy is no longer directed only to increase sales. There are many things that must be considered by the company for survival in the longer term. Many companies or brands currently changing the way marketing communication strategy to the brand building concept. Among many marketing communication strategy has been developed by various companies or brands, researcher is interested to conduct a research an annual event held GATSBY, GATSBY Student CM Award. GATSBY Student CM Award event has been organized by GATSBY since 2006 and until now has become an annual event with international scale. An event organized continuously certainly has a specific purpose or at least there is something want to be achieved by the company from organizing the annual event. Therefore, researcher want to find out how the implementation of the program and its relation to the marketing communication strategies that build brand. This research used a case study with pattern matching analysis to validate the variables that exist with theories that are considered representative. Finally, this research was attempting to present a case study of brand activation program conducted by GATSBY, and the researcher expected it to become a reference for further studies.

Kata Kunci : Komunikasi Pemasaran; Branding