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All Journal Humaniora Jurnal Studi Pemerintahan Jurnal Manajemen Teknologi Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Ilmu Komunikasi International Research Journal of Business Studies (E-Journal) Journal of Entrepreneurship, Management and Industry (JEMI) IKRA-ITH ABDIMAS Jurnal Penelitian Inovatif Jobmark: Journal of Branding and Marketing Communication International Journal of Entrepreneurship, Business, and Creative Economy Da'watuna: Journal of Communication and Islamic Broadcasting International Research Journal of Business Studies
Bambang Sukma Wijaya
Bakrie University
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences

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Selling Communication Strategy: Modes, Models, and Messages Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 2 (2024): JOBMARK Vol 5 No 2 (January-June 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i2.148

Abstract

Effective selling communication strategies are crucial for marketing success. Communication not only influences consumer purchasing decisions but also fosters long-term relationships between sellers and buyers. Therefore, a deep understanding of persuasive selling communication concepts is essential to optimize marketing strategies. This article constructs a comprehensive concept of persuasive selling communication by integrating various modes, models, and messages employed in sales practice. A narrative review methodology is used to synthesize relevant literature and develop a holistic conceptual framework. The study identifies twelve modes of selling communication: Verbal (spoken and written words), Nonverbal (body language, gesture, facial expression), Paraverbal (tone, pitch, volume, speed, and cadence), Visual (images and symbols), Aural (sounds), Audiovisual (combination of sound and images), Textural (texture, shape), Nasal (smell), Gustatorial (taste), Kinetic (physical movement), Haptic (touch), and Proxemic (distances). Additionally, four dominant selling models are discussed: solution-oriented selling, transactional selling, consultative selling, and provocative selling. Regarding messages, three categories are outlined: hard-selling (aggressive sales tactics), soft-selling (gentle persuasion), and hidden-selling (subtle or implicit selling). The practical implications of these findings provide sales practitioners with guidance on selecting and combining appropriate modes, models, and messages tailored to market contexts and customer characteristics. Academically, this article opens avenues for further research in developing adaptive and innovative selling communication theories.
Integrated Brand Communication (IBC): Maximizing the Voice, Minimizing the Noise Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 3 No. 2 (2022): JOBMARK Vol 3 No 2 (January-June 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v3i2.186

Abstract

Integrated Brand Communication (IBC) refers to unifying a brand's messaging to make it consistent across all media used to reach its target audience. It is a strategic approach that guides communication and tactics across all branding channels. The main goal of IBC is to maximize the brand's voice and minimize the noise that may distract or confuse the consumers, both internally and externally. IBC can help with brand-building, campaign effectiveness, and customer loyalty in long-lasting brand relationships by aligning the primary brand message and using the right mix of marketing omnichannel. This article provides a roadmap, strategic concepts, and practical guides for optimizing brand message clarity amidst the buzz of branding and mass communication explosions.
Cultural Insight dan Wordplay sebagai Strategi Creative Brand Publicity: Studi Semiotik terhadap Iklan Head & Shoulders Syarifa, Nabila; Wijaya, Bambang Sukma
Jurnal Penelitian Inovatif Vol 6 No 2 (2026): JUPIN Mei 2026
Publisher : CV Firmos

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54082/jupin.2398

Abstract

Perkembangan industri periklanan mendorong perusahaan untuk menciptakan pesan komunikasi yang kreatif guna menarik perhatian khalayak dan memperkuat ingatan terhadap merek (brand recall). Salah satu strategi yang digunakan adalah publisitas merek kreatif, yang menekankan penggunaan ide-ide kreatif dalam menyampaikan pesan iklan. Fenomena ini terlihat dalam iklan Head & Shoulders yang menampilkan frasa “Hed En Sower,” sebuah bentuk permainan kata (wordplay) yang menyerupai pelafalan nama merek tersebut, namun ditulis secara berbeda. Penelitian ini bertujuan untuk menganalisis bagaimana publisitas merek kreatif dalam iklan tersebut dikonstruksi melalui wawasan budaya (cultural insight) dan permainan kata. Penelitian ini menggunakan pendekatan kualitatif dengan analisis semiotika. Analisis dilakukan dengan mengidentifikasi tanda-tanda visual dan verbal dalam iklan serta menginterpretasikan maknanya melalui tiga tingkatan signifikasi: denotasi, konotasi, dan mitos. Data diperoleh melalui dokumentasi video iklan Head & Shoulders yang dipublikasikan di kanal YouTube resmi Head & Shoulders Indonesia. Hasil penelitian menunjukkan bahwa frasa “Hed En Sower” merepresentasikan fenomena budaya di mana masyarakat mengadaptasi pelafalan nama merek asing ke dalam bahasa sehari-hari. Selain itu, strategi ini berfungsi sebagai bentuk de-elitisasi merek, yang mengubah merek global menjadi identitas lokal yang lebih dekat dengan masyarakat. Temuan penelitian menunjukkan bahwa “kesalahan” linguistik yang disengaja dalam periklanan, jika diselaraskan dengan wawasan budaya, berfungsi sebagai perangkat mnemonik (pengingat) yang efektif untuk meningkatkan kesadaran merek (brand awareness) dan keterikatan emosional.
Integrated Corporate Brand Communication for Strategic Brand Alignment Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v5i1.253

Abstract

Corporations today must align diverse branding resources and stakeholder relationships. They need to build coherent, sustainable brand value in an increasingly complex communication environment. Fragmented communication (internally and externally) weakens brand consistency and reputation. This paper introduces Integrated Corporate Brand Communication (ICBC) as a new paradigm. ICBC unifies branding resources and synchronizes relationships to strengthen corporate culture and reputation. It increases brand consistency, sharpens stakeholder alignment, and bolsters reputational resilience. The study conceptualizes ICBC as a holistic communication framework that integrates multiple branding dimensions into a unified strategy. The approach synthesizes existing literature on corporate branding, marketing communication, and organizational communication and includes an interpretive analysis of the ICBC framework. The findings show that ICBC works by integrating five key branding resources: corporate branding, employer branding, community branding, talent branding, and product-related branding. These elements interact across communication flows, driving collaboration and competitive positioning. The model shows corporate branding as an umbrella. Employer and talent branding fortify internal identity and culture. Community branding builds relationships. Product-related branding links market offerings to corporate values. Together, these efforts generate brand synergy, align culture with brand image, and foster energy. This study advances corporate branding theory by providing an integrative model that links internal and external communication. Practically, it guides organizations to coordinate branding, boost engagement, and build a resilient, coherent brand in dynamic environments.
Co-Authors Akriadi, Akriadi Alamsyah - Daragana, R. Subchan Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Eli Jamilah Mihardja Faruk, Faruk Haeirina, Kurniati Putri Hermin Indah Wahyuni Ika Nur Fitriani Kencana, R. Femmy Diajeng Lestari, Linda Suharyanti Suharyanti Suryaman, Inge Salsabila Syarifa, Nabila Tuti Widiastuti Yuliarosa, Riska