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All Journal Jobmark: Journal of Branding and Marketing Communication
Matahari, Frisky Freny
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Tokopedia and Komunikasi Berasa: The Case of ‘Filosofi Pete’ Campaign Saroso, Dhea Andita Sari; Paramitha, Ni Ajeng Riandia; Putra, Denny Suwarso; Matahari, Frisky Freny; Fudholi, Ata; Senjatiana, Ferdy; Hadinugroho, Farid
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.v5i1.371

Abstract

Komunikasi Berasa (experientially-meaningful communication) is communication that synergizes messages and experiences with messages by creating a supportive atmosphere that creates deep meaning and impressions. This article analyzes Tokopedia's TVC advertising campaign version of "Pete's Philosophy" from the perspective of Komunikasi Berasa's theory with six dimensions: sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This advertisement is significant because it represents human insights closely related to consumers' problems, instincts, and daily lives, so the messages conveyed are relevant and authentic. This study's results inspire brands to create meaningful campaign messages as an effective way to steal audiences' hearts.
Creative Brand Publicity of Ramayana 'Mom in Rice Cooker' Matahari, Frisky Freny; Machmud, Amir; Al Faruqi, Muhammad Umar
Jobmark: Journal of Branding and Marketing Communication Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v4i1.396

Abstract

This article examines the effectiveness of the Ramayana branding program using the Creative Brand Publicity (CBP) approach through creative advertisements featuring a mother emerging from a rice cooker. The research method used is a case study with a descriptive-qualitative approach. Data collection methods include media, professional, digital, and scientific document searches. The study results indicate that CBP effectively increases brand awareness and engagement, with positive sentiment and active audience participation. This study provides important insights for other brands looking to increase visibility and audience engagement through the CBP strategy.
Co-Authors Al Faruqi, Muhammad Umar Amir Machmud, Amir Fudholi, Ata Hadinugroho, Farid Paramitha, Ni Ajeng Riandia Putra, Denny Suwarso Saroso, Dhea Andita Sari Senjatiana, Ferdy