STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD
Article Sidebar
Main Article Content
Abstract
Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s advertisings concerned with their business advertising in BTL, in the fight business competition advertising, which is moving toward the digital. This study used a qualitative approach to describe the phenomenon of advertising. Aghna (Kreanova) maintains a venture and concept product marketing BTL by combining a marketing approach with the advertising concept that emphasizes marketing strategies. It means of promoting a product BTL with the approach direct selling is still in use to improve the gain on sale of the corporate and existence.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Jurnal Komunikatio agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal Komunikatio.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Jurnal Komunikatio.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work
References
TRIVIA’s social media effectiveness, 12 Emerald Emerging Markets Case Studies 1 (2022). https://doi.org/10.1108/EEMCS-03-2021-0081/FULL/XML
Aslam, F., Aimin, W., Li, M., & Rehman, K. U. (2020). Innovation in the Era of IoT and Industry 5.0: Absolute Innovation Management (AIM) Framework. Information, 11(2), 124. https://doi.org/10.3390/INFO11020124
Barry, P. (2016). Advertising Concept Book: Think Now, Design Later. Thames & Hudson. https://www.amazon.com/gp/product/B01IU5UY9S/ref=dbs_a_def_rwt_hsch_vapi_tkin_p1_i0
Bloomenthal, A., Kindness, D., & Courage, A. (2020). Below-the-Line Advertising: Definition and Use in Marketing. Investopedia. https://www.investopedia.com/terms/b/below-the-line-advertising.asp
Cangara, H. (2013). Perencanaan dan Strategi Komunikasi. Rajawali Pers.
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising.’ International Journal of Advertising, 38(8), 1240–1263. https://doi.org/10.1080/02650487.2019.1615294
Childers, C. C., Lemon, L. L., & Hoy, M. G. (2018). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258–274. https://doi.org/10.1080/10641734.2018.1521113
Dewan Periklanan Indonesia. (2014). Kitab Etika Pariwara Indonesia: Amandemen 2014. Dewan Periklanan Indonesia. https://sireka.pom.go.id/download/information/32/Etika Pariwara Indonesia Tahun 2014
Ertz, M., Durif, F., & Arcand, M. (2018). A conceptual perspective on collaborative consumption. AMS Review, 9(1), 27–41. https://doi.org/10.1007/S13162-018-0121-3
Heller, & Sabine. (2019). Below-the-line creativity and authorship in animation: the reality of animation production. Revue Française Des Sciences de l’information et de La Communication, 18. https://doi.org/10.4000/RFSIC.8071
J. Craig Andrews, & Shimp, T. A. (2018). Advertising, Promotion, and other aspects of Integrated Communications Marketing. In Cengage Leraning. Cengage Learning.
Katare, R., & Anute, N. (2021). Influence Of Advertisement Strategies On The Business Performance Of Fmcg Companies Marketing Instant Noodles. Vidyabharati International Interdisciplinary Research Journal, 13(1). www.viirj.org
Moriarty, S., Mitchell, N., Wood, C., & Wells, W. D. (2020). Advertising & IMC: Principles and Practice (11th ed.). Pearson. https://www.pearson.com/en-ca/subject-catalog/p/advertising-imc-principles-and-practice/P200000005995/9780136879428
Nofrizal, W. A., & Delliana, S. (2021). Communication Strategy of Content Collision Agency in Promoting the Blibli.com Brand. Journal of Management and Business Review, 18(2), 182–192. https://doi.org/10.34149/JMBR.V18I2.245
Pandey, P. K., & Pandey, P. K. (2020). Study on Below-the-Line Factors Influencing the Brand-equity Formation – With Water Purifier Company Outlook. Journal of Marketing Vistas, 10(2), 14–28. https://www.ipeindia.org/wp-content/uploads/2021/02/IPE-JoMV-Jul-Dec-2020-FINAL.pdf#page=18
Pavenkov, O., & Rubtcova, M. (2019). Traditional Model of Marketing Communications and Integrated Marketing Communications: Comparative Research. ITM International Conference and Summit on Techno Management Trends 2019, 5(7), 565–573. https://doi.org/10.21474/IJAR01/4753
Purnamasari, N., Suryatna, U., & Kusumadinata, A. A. (2016). Strategi Komunikasi Pemasaran Majalah Tren Bogor dalam Upaya Menarik Minat Pemasang Iklan. Jurnal Komunikatio, 2(2), 115. https://doi.org/10.30997/JK.V2I2.225
Rios, J. A., Ling, G., Pugh, R., Becker, D., & Bacall, A. (2020). Identifying Critical 21st-Century Skills for Workplace Success: A Content Analysis of Job Advertisements. Educational Researcher, 49(2), 80–89. https://doi.org/10.3102/0013189X19890600
Roggeveen, A. L., & Sethuraman, R. (2020). Customer-Interfacing Retail Technologies in 2020 & Beyond: An Integrative Framework and Research Directions. Journal of Retailing, 96(3), 299–309. https://doi.org/10.1016/J.JRETAI.2020.08.001
Schultz, D. E. (2020). From Advertising to Integrated Marketing Communications. In A Reader in Marketing Communications (pp. 10–40). Routledge. https://doi.org/10.4324/9781003060420-2
Shahzad, K., Bhatti, A., Cavaliere, L. P. L., & Javaid, A. (2021). Impact Of Mobile Advertising On Consumers Attitude. Ilkogretim Online - Elementary Education Online, 20(5), 860–868. https://doi.org/10.17051/ilkonline.2021.05.91
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dari R&D (M. Dr. Ir. Sutopo. S.Pd (ed.); 1 s.d 28). ALFABETA.
Ye, Q. (2022). The Best Strategy for Chinese Airlines to Achieve Optimal Allocation of Resources. Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022), 652, 363–369. https://doi.org/10.2991/AEBMR.K.220405.059
Yulianita, N., Nurrahmawati, N., Maryani, A., & Darmawan, K. Z. (2022). Media uses above-the-line and below-the-line media for the promotion of Halal destinations in Indonesia and Malaysia. In Islam, Media and Education in the Digital Era (pp. 114–119). Routledge. https://doi.org/10.1201/9781003219149-15