Jobmark: Journal of Branding and Marketing Communication
Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)

Tokopedia and Komunikasi Berasa: The Case of ‘Filosofi Pete’ Campaign

Saroso, Dhea Andita Sari (Unknown)
Paramitha, Ni Ajeng Riandia (Unknown)
Putra, Denny Suwarso (Unknown)
Matahari, Frisky Freny (Unknown)
Fudholi, Ata (Unknown)
Senjatiana, Ferdy (Unknown)
Hadinugroho, Farid (Unknown)

Article Info

Publish Date
31 Jul 2023

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.

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Journal Info
Jobmark: Journal of Branding and Marketing Communication
Website

Abbrev

JOBMARK

Publisher

Universitas Bakrie

Subject

Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

Description

Jobmark: Journal of Branding and Marketing Communication, published by the Graduate School of Communication, Universitas Bakrie, is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand ...