Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen
(Experientially-Meaningful Communication Model in the Marketing Communication: The Study about Ambient Media Advertising in Gaining Consumer Audience’s Trust)
B. S. Wijaya
DOI: 10.13140/2.1.2159.3124
Abstract: The more cluttered and intense of marketing communications messages in conventional media had turned many advertisers to take a glance at ways of communication through unconventional media. One of them is through ambient media advertisement. This paper is to review the advantages of ambient media ad as one of marketing communication strategy in gaining the audience/consumer’s trust. By using qualitative case study method, writer found that one distinct characteristic of ambient media ad is its capable of synergizing a message and message proofing through consumer’s experience with a conducive ambience, thus consumers are able to sense directly the truth of the presented message. This kind of communication model is called Komunikasi Continue reading
Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust
by: B. S. Wijaya
Abstract: Persuasion holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience’s trust or the message recipient’s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, by examining the persuasive communication within the organization, the author offers a new concept of communication model, namely Komunikasi Berasa Model or Experiential Communication Model or Experientially-Meaningful Communication Model. Through this Komunikasi Berasa Model, message Continue reading
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