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Media Baru
TUGAS MEDIA BARU
“Brand Activation”

Disusun Oleh:

Descy Arfiyani
C0708022
Desain Komunikasi Visual

UNIVERSITAS SEBELAS MARET
2010

Brand Activation merupakan aktifitas dua arah dimana sebuah brand ada untuk “bergerak” mendekati target market maupun target audience. Sedangkan target sendiri melakukan aktifitas yang berhubungan dengan fasilitas aktifasi yang disediakan oleh penyelenggara. Aktifitas pemasaran ini berbeda jauh dengan aktifitas iklan yang biasa disebut sebagai media lini atas (newspaper ad, magazine ad, billboard, etc) maupun lini bawah (poster, brochure, flier, etc) . Apa yang dilakukan adalah satu arah. Dimana media yang ada disuguhkan untuk dinikmati atau barangkali dengan bahasa lain memiliki daya ganggu satu arah. Audience tidak ada feedback langsung. Yang menjadi target tidak bisa bersentuhan dengan brand, mengenal, memahami, atau bahkan bercanda dengannya. Indonesia sendiri merupakan negara yang sudah sering menganut sistem pemasaran brand activation seperti ini. Misalnya Soundrenaline nya A Mild, Clear Metamorphoself, Pro-Liga Voli Sampoerna Hijau, dan lain sebagainya. Sebagai sebuah brand terkenal, mereka memang sudah mulai melakukan inovasi-inovasi baru dalam strategi marketing mereka, contohnya brand activation seperti ini.

Sebuah brand dalam menentukan stategi marketingnya harus melalui beberapa tahap sederhana untuk mengetahui bahwa brand tersebut memerlukan brand activation atau tidak. Tahap-tahapanya antara lain: 1. Menyusun IMC (Integrated Marketing Comunication). Didalamnya meliputi bagaimana kita merancang strategi pemasaran selama setahun. Terintegrasi mulai dari hulu sampai hilir dan dari A – Z. Karena ketika kita sudah merancangnya secara terintegrasi, ada hal-hal yang keluar jalur pada saat pelaksanaan akan ketahuan dan bisa menjadi bahan evaluasi yang tepat. 2. Mententukan Creative Strategy & Media Strategy. Ini masuk di salah satu bagian dalam IMC seperti core competence yaitu

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