PEMBUATAN INTEGRATED MARKETING COMMUNICATION (IMC) SOIREE GOWN
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Keywords:
brand, Integrated Marketing Communication
Abstract
Soiree Gown adalah nama brand usaha yang bergerak di bidang jasa persewaan gaun, memiliki showroom yang terletak di area Surabaya Timur mengarah ke Surabaya Selatan. Keanggunan dan kemewahan adalah nilai utama yang menjadi intisari brand Soiree Gown. Dibutuhkan upaya memaksimalkan pesan positif dan meminimalkan pesan negatif untuk membantu Soiree Gown mengkomunikasikan posisinya di pasar. Integrated Marketing Communication (IMC) mengatur relasi terkait penyampaian nilai brand kepada konsumen. IMC memaksimalkan pesan positif dan mengurangi pesan negatif yang dikomunikasikan terhadap sebuah brand, dengan tujuan tercipta dan terjaganya hubungan brand dengan konsumen (Duncan, 2002). Melalui proses analisa disertai teori yang kemudian dirancang, diimplementasikan dan diujicobakan, pembuatan IMC untuk Soiree Gown berhasil menimbulkan kesan anggun dan mewah, sesuai dengan intisari brand Soiree Gown.
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Beaird, Jason. 2007. The Principles of Beautiful Web Design. Australia: SitePoint Pty.Ltd.
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Chandra, Gregorius. Pemasaran Global. Yogyakarta, Indonesia: ANDI.
Chevalier, Michel. 2008. Luxury Brand Management – A World of Privilege. Singapore: John Wiley εt Sons (Asia) Pte. Ltd.
Clow, Kenneth E. dan Donald Baack, 2010. Integrated Advertising, Promotion, and Marketing Communication. New Jersey, United States of America: Pearson Prentice Hall.
Clow, Kenneth E. dan Dana-Nicoleta Lascu. 2007. Essentials of Marketing. Cincinnati, Ohio: Atomic Dog Publishing.
Dubois, Bernard. 1998. L’art du Marketing. Paris: Village Mondial.
Duggan, Maeve dan Aaron Smith. 2013. Social Media Update 2013. Pew Research Internet Project, [internet] 30 Desember. Tersedia di: http://www.pewinternet.org/2013/12/30/social-media-update-2013/ Diakses pada: 10 Juni 2014.
Duncan, Tom. 2002. IMC Using Advertising & Promotion to Build Brands. New York, United States of America: The McGraw-Hill Companies.
Gobē, Marc. 2001. Emotional Branding. New York, United States of America: Allworth Press. Irawan, Bambang dan Priscilla Tamara. 2013. Dasar-Dasar Desain untuk Arsitektur, Interior-Arsitektur, Seni Rupa, Desain Produk Industri, dan Desain Komunikasi Visual. Jakarta, Indonesia: Griya Kreasi.
Kanner, Bernice. 1989. Color Schemes. New York Magazine, 3 April, hlm.22-23.
Kotler, Philip. 1994. Principles of Marketing. New Jersey, United States of America: Pearson Prentice Hall. Tersedia di: http://www.studymode.com/course-notes/Segmentation-Targeting-And-Positioning-Customer-1307933.html Diakses pada: 7 Juni 2014.
Krogerus, Mikael dan Roman Tschappeler. 2011. The Decision Book. London, United Kingdom of Great Britain.
Kusrianto, Adi. 2010. Pengantar Tipografi. Jakarta, Indonesia: PT. Elex Media Komputindo.
Loxley, Simon. 2004. The Secret History Of Letter. London, United Kingdom: I.B. Tauris & Co.Ltd.
McKenna, Eugene & Nic Beech. 2000. The Essence of Human Resource Management. New Jersey, United States of America: Pearson Prentice Hall.
Morin, Ami. 2014. How to Use Color Psychology to Give Your Business An Edge. Forbes, [internet] 2 April 2014.
Tersedia di : http://www.forbes.com/sites/amymorin/2014/02/04/how-to-use-color-psychology-to-give-your-business-an-edge/ Diakses pada: 17 Maret 2015.
Ramsay, Anders., 2012. Designing with Agile. New York, United States of America: Rosenfeld Media.
Robbins, Stephen P. 2001. Perilaku Organisasi, Jakarta, Indonesia: PT. Penerbit Erlangga.
Rustan, Surianto. 2008. LAYOUT, Dasar & Penerapannya. Jakarta, Indonesia: PT. Gramedia Pustaka Utama.
Sandy, Oswald. 2012. Banyak Social Media. Marketeers. Edisi Bulan Juni. Hlm.14.
Schiffman, Leon G., 2007. Consumer Behaviour. New Jersey, United States of America: Pearson Prentice Hall.
Sexton, Don. 2008. Branding 101 – How to Build the Most Valuable Asset of Any Business. New Jersey, United States of America: John Wiley & Sons, Inc.
Published
2015-09-01
Section
Bidang Multi Media (MMD)
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