Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal Jobmark: Journal of Branding and Marketing Communication
Al Faruqi, Muhammad Umar
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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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. 6 No. 2 (2025): JOBMARK Vol 6 No 2 (January-June 2025)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i2.396

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 Amir Machmud, Amir Matahari, Frisky Freny