Aktivitas Komunikasi Pemasaran Terpadu (IMC) Pemerintah Kota Ambon dalam Mengkomunikasikan Brand Ambon City Of Music Melalui Kegiatan Tiga Pilar IMC 1915 193
DOI:
https://doi.org/10.26623/themessenger.v8i2.334Keywords:
Brand, Ambon City Of Music, IMCAbstract
Ambon city is one of the tourist destinations in the province of Maluku, kept the charm and appeal of natural, historical, religious, culinary, education, art, culture and customs. To develop and trigger the development of musical art in the city of Ambon, Ambon city government felt the need to form a brand that became a brand differentiator and became icons of tourism in Ambon. Brand "Ambon City of Music" was initiated in hopes of becoming a starting point for the development of city Ambon become more competitive through an integrated marketing communications activities in brand communication. Research to describe and analyze the concept of the three pillars of IMC in the steps taken by the Government of Ambon in communicating the brand "Ambon City of Music". other research method used is descriptive qualitative case study approach. R esearchers found that the government has made strategic moves in IMC pillar concept is to approach audiences (government, private sector / stakeholder, elements of the community) and the media (elements of the marketing communication mix).Downloads
References
Dewi, Ike Janita. (2009). Creating & Sustaining Brand Equity. Amara Book: Yogyakarta.
Duncan, T. (2002). IMC: Using Advertising and Promotion to Build Brands. The McGraw-Hill Companies, Inc. International Edition. New York.
Durianto, Darmadi. (2001). Strategi Menaklukan Pasar: Melalui Riset Ekuitas dan Perilaku Merek. Gramedia Pustaka Utama: Jakarta.
Estaswara. (2008). Think IMC! Efektivitas Komunikasi untuk Menciptakan Loyalitas Merek dan Laba Perusahaan. PT Gramedia Pusaka Utama: Jakarta.
Hermawan, Agus. (2012). Komunikasi Pemasaran. Erlangga: Jakarta.
Sugiyono. (2009). Metode Penelitian Kuantitatif Kualitatif dan R&D. CV. Alfabeta: Bandung.
Sulaksana, Uyung. (2003). Integrated Marketing Communications Teks dan Kasus. Pustaka Pelajar: Yogyakarta.
Sutisna. (2001). Perilaku Konsumen dan Marketing Communications (IMC). International Journal of Advertising.
Schultz, D.E dan H. Schultz. (1998). Transitioning Marketing Communication into the Twenty- First Century. Journal of Marketing Communications. PT. Remaja Rosdakarya: Bandung.
Duncan, T., dan S. Everett. (1993). Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research.
Kitchen, P.J., et. Al. (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising.
Kitchen, P.J. dan D.E. Schultz. (1999). Multi-Country Comparison of the Drive for IMC. Journal of Advertising Research.
Kliatchko, J. (2005). Towards a New Definition of Integrated.
Downloads
Published
Issue
Section
License
Copyright Notice
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the work or derivative works for the authors personal use or for company use.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
