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All Journal MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi
Qomariyah, Annisa Lailatul
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Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Strategi Komunikasi Pemasaran Marvel Studios,LLC: Deadpool and Wolverine 2024 Qomariyah, Annisa Lailatul; Purbantina, Adiasri Putri
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 6 No 1 (2025): January
Publisher : P3M Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v6i1.1540

Abstract

Movies have become a dominant medium in the entertainment industry, serving as entertainment and a vehicle for information dissemination. Effective marketing strategies are crucial for promoting films and driving economic growth within this sector. Marvel Studios, LLC has employed a successful Integrated Marketing Communication (IMC) approach, as outlined by Kotler and Armstrong, to promote their Deadpool and Wolverine films. Using a qualitative research methodology, this study descriptively analyzes the implementation of IMC dimensions within Marvel Studios' marketing strategies. The results demonstrate that the company has effectively applied all five IMC dimensions to enhance its reputation, promote films, and foster consumer loyalty. Marvel Studios' strategic use of social media platforms has been particularly impactful, maximizing the reach and effectiveness of their promotional efforts.
Co-Authors Purbantina, Adiasri Putri