Blog ini menampilkan spektrum warna-warni komunikasi dari berbagai sudut pandang

Category Archives: Komunikasi Merek

Cover SNKIBAnalisis Branderpreneurship pada UKM (Usaha Kecil Menengah) Perawatan Kecantikan: Kasus Salon “Waxing Corner”

(Branderpreneurship Analysis on the Beauty Care’s SME: Case of ‘Waxing Corner’)

Oleh: B. S. Wijaya & M. Hanathasia

DOI: 10.13140/2.1.2192.0805

Abstrak: Kebanyakan wirausahawan selama ini hanya memandang branding sebagai upaya pemborosan dana, bukan sebagai investasi, sehingga aktivitas dan strategi pengembangan merek menjadi prioritas terakhir. Padahal,  merek yang kuat akan memberikan nilai tambah bagi sebuah bisnis. Merek yang kuat juga akan meningkatkan keunggulan kompetitif dan berpotensi memobilisasi pasar lebih cepat. Menggunakan metode studi kasus dengan teknik branderpreneurship framing analysis, tulisan ini menganalisis sebuah usaha kecil di bidang perawatan kecantikan dari perspektif branderpreneurship, yakni kewirausahaan berbasis pengembangan dan komunikasi merek. Continue reading

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The Development of Hierarchy of Effects Model in Advertising

by: B. S. Wijaya

DOI: 10.21632/irjbs.5.1.73-85

Abstract: This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize, as well as a paradigm shift Continue reading


Kajian Produksi Pesan Iklan Ambient Media

(An Examination of the Message Production of Ambient  Media Advertising)

Oleh: B. S. Wijaya

DOI: 10.13140/2.1.3732.1768

Abstract:  This study aims to uncover the knowledge used by creators in producing the message of ambient media ad and compare it with Action Assembly Theory, a message production theory by John Greene who revealed that a message is formed from several knowledges possessed and managed by communicator. By using exploratory-qualitative method through an interpretive approach, the researcher interviewed in depth some subjects or informant namely ambient media ad creators Continue reading


Title: Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi (AMBIENT MEDIA ADVERTISING: CONCEPT, MESSAGE STRATEGY & IMPLEMENTATION)

Author:  B. S. Wijaya

Publisher:  UB Press

2011

1st Edition

183 pages

Book Paper

Soft Cover

SINOPSIS

Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi  melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient media. Iklan ambient media memiliki ciri khas yaitu mampu menyinergikan pesan dan pengalaman khalayak konsumen, sehingga khalayak dapat langsung ‘merasakan’ kebenaran pesan yang disampaikan. Karena unik,  iklan ambient media juga dapat menimbulkan word-of-mouth dan publisitas yang luas.

Buku ini memaparkan bagaimana perkembangan iklan ambient media, bagaimana para kreator memproduksi pesan iklan ambient media yang unik, dan bagaimana pola komunikasi iklan ambient media.

Selain bermanfaat bagi para praktisi sebagai jendela untuk melihat cara-cara alternatif dan kreatif dalam mengomunikasikan pesan-pesan merek produk, buku ini juga dapat menjadi referensi bagi para akademisi dan peneliti sekaligus menjawab kelangkaan literatur mengenai iklan ambient media.

Dapat dipesan melalui:  tokopedia   atau   Logo_bukalapak


Title:  The Voices of Consumers

Author:  B. S. Wijaya

Publisher: BookSoWow! Publishing

2011

1st edition

150 pages

Book Paper

Soft Cover

 

 

 

 

Why should we listen to the voice of consumers?

It is becoming a major concern of marketers today, especially in the era of fierce competition, in which all brands compete to ‘get’ eyes and hearts of consumers. The only way to win this competition is to be more sensitive in listening to the voices of mind and heart of consumers.

This book contains the articles from a research about Telco’s consumer insights in Indonesia that can inspire you to get fresh understanding and closer to your consumers.


comm spectrum vol 1Model 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



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