Brand Activation 3(Tri) :(Studi Deskriptif 3030 Show sebagai Program Integrated Marketing Communication PT. Hutchison 3 Indonesia dalam Upaya Peningkatan Brand Awareness)

Novita Amalia Anggraeni, Muhammad Sulhan

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Marketing orientation has been changing from massive marketing to marketing that is formed to build closer relationship with customer in narrower segment. Marketing programs are formed in more creative and innovative way along with using various medias that are integrated in integrated marketing communication plan. One of the marketing program that is used by the company is brand activation. Brand activation is used as interaction media so that consumer get closer with the brand. The interaction that is created can stimulate interest, trial and loyalty toward the brand. The competition of cellular telecomunication operators in Indonesia has made PT Hutchison 3 Indonesia that owns the brand 3 (Tri) used brand activation activity as its marketing communication media in effort to increase brand awareness. Brand activation activity named as “3030 Show” that was held by 3 (Tri) is the first time along 3’s (Tri’s) existence in Indonesia. The innovation of creativity that collaborated special arts and culture from Indonesia and brand new technologies make it interesting to be researched. This research used descriptive study method to describe the process of planning, implementation, monitoring and evaluation that are done by PT Hutchison 3 Indonesia in the brand activation “3030 Show” as integrated marketing program in effort to increase brand awareness. Keywords: Marketing Communication, Brand Activation, Integrated Marketing Communication, Brand Awareness, Descriptive Study

Kata Kunci : Komunikasi Pemasaran