RACHMANTO, SIGIT (2016) STRATEGI KOMUNIKASI PEMASARAN SMARTPHONE APPLE. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk melihat strategi komunikasi pemasaran smartphone Apple yang akan dilihat studi kasus pada iklan luar ruang iPhone 6. Melalui bentuk iklan yang telah dirancang sedemikian rupa dalam memasarkan produk terbarunya, iPhone 6, Apple ingin menegaskan bahwa dirinya bukan follower melainkan leader dalam kelasnya. Penelitian ini memperlihatkan bahwa bentuk strategi kreatif pesan pada iklan iPhone 6 dalam memanfaat positioning yang dimiliki Apple. Apple tidak lagi menampilkan bentuk fisik smartphone secara utuh akan tetapi hanya berorientasi pada hasil jepretan kamera belakang iPhone 6 yang merupakan keunggulan dari ponsel pintar tersebut. Kata kunci : strategi komunikasi pemasaran, positioning, teori strategi pesan iklan, iklan, iPhone 6, media luar ruang The purpose of this study is to see of the creative message behind Apple’s smartphone marketing communications strategy, which will be seen through case study method in iPhone 6 billboard. Through a formulized advertisement to sell its new product, iPhone 6, Apple would like to emphasize that it is not a follower but a leader in its class. This study shows that there has been a shift in the way Apple markets its product. The shift of positioning iPhone 6 advertisement took place when Apple no longer includes its name in advertising, but just put a small logo at the bottom of the ads on the left if the ads shaped in landscape position, and put the logo above if the ads shaped portrait position. In addition to its advertisement, Apple is no longer showing the physical form of its smartphone but only oriented towards the camera shots behind the iPhone 6, which is the pinnacle of this smartphone. Keywords: marketing communication strategy, positioning, message creative strategy, advertisement, iPhone 6, billboard
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-16-005 |
| NIM/NIDN Creators: | 55212120088 |
| Uncontrolled Keywords: | strategi komunikasi pemasaran, positioning, teori strategi pesan iklan, iklan, iPhone 6, media luar ruang, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 17 Jun 2022 07:48 |
| Last Modified: | 25 Jun 2022 03:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63630 |
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