Jobmark: Journal of Branding and Marketing Communication
Vol. 4 No. 1 (2022): JOBMARK Vol 4 No 1 (July-December 2022)

Creative Brand Publicity of Ramayana 'Mom in Rice Cooker'

Matahari, Frisky Freny (Unknown)
Machmud, Amir (Unknown)
Al Faruqi, Muhammad Umar (Unknown)

Article Info

Publish Date
09 Jul 2022

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.

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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 ...