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All Journal Reformasi : Jurnal Ilmiah Ilmu Sosial dan Ilmu Politik
Dinar Primasti
FISIP Universitas Tribhuwana Tunggadewi
Law, Crime, Criminology & Criminal Justice Social Sciences

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PERAN MANAJEMEN KOMUNIKASI PEMASARAN PERUSAHAAN DALAM MELAKSANAKAN ETIKA DAN STANDAR PERIKLANAN Dinar Primasti
REFORMASI Vol 3, No 1 (2013)
Publisher : Universitas Tribhuwana Tunggadewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (74.039 KB) | DOI: 10.33366/rfr.v3i1.31

Abstract

Australia’s advertising industry has dramatically improved during the last ten years, including the quality of ethical code, number of associations as advertising watchdog, creative ideas and the executions as well. Advertising agencies become vital as brands or companies start using their services not only to execute the advertising, but also to develop the whole campaign, such as using Public Relations approach. That’s what integrated marketing communication is all about: to elaborate advertising, Public Relations, sales promotion and direct marketing approach into a whole, integrated campaign. However, the implementation of the campaign is not as simple as it looks due to the complexity of the process. In this case, Smarties and its brand umbrella, Nestle Australia, has developed a massive national campaign called “Eight Colors of Fun”. It turns into a disaster when local communities and watchdog associations have complained its TV commercial.
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