Analisis Strategi Periklanan Aqua Dalam Mengantisipasi Produk Kompetitor Pureit (Studi Kasus Iklan Above the Line (Atl) Aqua Periode 2007-2011)
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Bibliographic record
Abstract
Dalam penelitian tugas akhir ini penulis ingin memberikan gambaran mengenai penelitian yang telah dilakukan, di mana penelitian tersebut memiliki fokus pada perubahan strategi pemasaran AQUA setelah produk PUREIT, kompetitornya, dijual di pasar. Hal yang diteliti adalah bagaimana AQUA menggunakan iklan ATL dalam bagian dari strategi. Metodologi dalam penelitian ini adalah kualitatif deskriptif dengan teknik pengumpulan data melalui observasi internet, wawancara terhadap pakar iklan dan praktisi, dan studi kepustakaan. Objek penelitian adalah iklan AQUA sebelum dan setelah kemunculan PUREIT, dengan mendapatkan data dari perusahaan yang mengarsipkan iklan-iklan di Indonesia bernama Isentia. Hasil dari penelitian ini memberikan gambaran mengenai perubahan iklan AQUA yang dilihat dari media selection, frekuensi penayangan iklan, daya tarik iklan, isi pesan iklan dan efektivitas iklan. Di sini akan ditelaah lebih dalam untuk melihat apakah di antara kedua brand tersebut terlihat situasi perang iklan, sebagai salau satu cara yang dilakukan oleh AQUA untuk mengantisipasi kemunculan PUREIT. Kata kunci: Strategic Marketing Communication, Advertising, above the line, Media Selection, Frequency, message. Observer in this final asssignment want to give a details about how AQUA done their marketing strategy after PUREIT, their competitor, released in the market. The research will see further how AQUA optimize their ATL placement as part of their strategy. The methodology of this research is descriptive qualitative with data collection from internet, advertising expert and practitioner interview, and library study. the reserach object is AQUA ads before and after PUREIT released to market. The whole ads is retreived from a ads archiving in Indonesia named Isentia. The result of this research will give a perspective about AQUA ads change viewed from the media selection, ads frequency, ads appeal, main message, and how effective was the ads perceived. Based on these data, the research will explain whether both brands can be seen as advertisement war, as one of AQUA's way to anticipate PUREIT. Key Word: Strategic Marketing Communication, Advertising, above the line, Media Selection, Frequency, message . DAFTAR PUSTAKA BUKU Cannon, Perreault and McCarthy. (2009). Pemasaran Dasar: Pendekatan Manajerial Global. Jakarta: Salemba Empat. Duncan, T. (2005). Principles of Advertising & IMC (2nd ed.). New York: McGraw-Hill/Irwin. Egan, John. 2007. Marketing Communications. Canada: South-Western Cengage Learning. Franzen, Giep & Sandra Moriarty. The Sicnece and Art of Branding. New York: M.E. Sharpe. Griffin, E. (2003). A First Look at Communication Theory (5th ed.). US: McGraw-Hill. Joseph, Jim. 2010. The Experience Effect: Engage Your Costumers with a Consistent and Memorable Brand Experience. USA: Aamacom. Kasali, Rhenald. (2007). Membidik Pasar Indonesia, Segmentasi, Targetting, dan Positioning. Jakarta: PT Gramedia Pustaka Utama. Kutrz, David L. (2012). Principles of Contemporary Marketing. Canada: South Western Cengage Learning. Landa, Robin. (2006). Designing Brand Experience: Creating Powerful Integrated Brand Solutions. New Yourk: Thomson Delmar Learning. Moriarty, S.E. (1991). Creative Advertising Theory and Practice (2nd ed.). New Jersey: Prentice Hall. Morissan, M.A. (2010). Perklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenada Media Group. Pawito. (2007). Penelitian Komunikasi Kualitatif. Yogyakarta: PT LKiS Pelangi Aksara Yogyakarta. Ries, Al and Jack Trout. (1981). Positioning: The Battle For Your Mind. NY: Mcgraw Hill, Inc. Ries, Al and Jack Trout. (2002). Positioning The Battle For Your Mind. Jakarta: Salemba Empat. Silalahi, Ulber. (2010). Metode Penelitian Sosial. Bandung: PT Refika Aditama. Santoso, Teguh. (2011)Marketing Strategic. Yogyakarta: ORYZA. Hasan, Ali. (2009). Marketing. Yogyakarta: Medpress. Rangkuti, Fresddy. (2011). Riset Pemasaran. Jakarta: PT Gramedia Pustaka Utama. Widyatama, Rendra. (2009). Pengantar Periklanan. Yogyakarta: Pustaka Book Publisher. SKRIPSI Arfianto, Wahyu. 2010. Analisis Faktor-Faktor Yang Mempengaruhi Efektivitas Iklan Pada Media Televisi (Studi Pada Iklan Produk Sepeda Motor Honda. Semarang: Universitas Diponogoro. Dhamayanti, Damita. 2011. Persepsi Pekerja Wanita Pada Iklan Televisi Produk Kecantikan (Studi Pada Iklan New Pond’s White Beauty ). Depok: Universitas Indonesia. Minarti, Asnia. 2010. Analisis Pengaruh Periklanan Above The Line Dan Below The Line Terhadap Brand Awareness Dan Brand Equity Minuman Berenergi Extra Joss Di Semarang. Semarang: Universitas Diponogoro. Nirmala, Ayunanda Nurul. 2013. Analisis Pengarush Dimensi Jingle Iklan Sepeda Motor Honda Beat Di Televisi Terhadap Keputusan Pembelian Di Wilayah Perkotaan Jember. Jember: Universitas Jember. Norfiyanti, Kiki. 2012. Analisis Pengaruh Citra Merek, Persepsi Harga Dan Daya Tarik Iklan Terhadap Minat Beli Konsumen Pada Produk Air Minum Dalam Kemasan (AMDK) Galon Merek AQUA. Semarang: Universitas Diponogoro. Rahayu, Septiana Maulina. 2014. Strategi Komunikasi Pemasaran Dalam Bisnis Kuliner Berbasis Mix Media (Studi Deskriptif Kualitatif FoodFezt Yogyakarta). Yogyakarta: Universitas Islam Negeri. JURNAL ILMIAH Patryadhi, Apriza. 2012. Program Perencanaan Komunikasi Pemasaran Interaktif Pureit “Air Sehat untuk Semua”. Depok: Universitas Indonesia. SUMBER ONLINE http://wwwduniawirausaha.com/2011/07/peluang-wirausaha-sebagai-distributor.html , diakses 24 Mei 2014. http://studentpreneur.co/jalan-aqua-dari-diremehkan-menjadi-air-minum-dalam-kemasan-terbesar-di-indonesia/ , diakses 24 Mei 2014. http://wartapedia.com/bisnis/finansial/962-industri-amdk-mencapai-1000-merk , diakses 04 juni 2014. http://www.beritasatu.com/ekonomi/81670-2013-konsumsi-air-minum-kemasan -capai-21-78-miliar-liter.html , diakses 25 Juni 2014. http://www.scribd.com/doc/60314026/Indonesia-Top-10-Brands , diakses 25 Juni 2014. http://www.pureitwater.com/ID/testimoni.html?testimoni , diakses 25 Juni 2014 http://www.aqua.com/kabar_aqua/berita-perusahaan/40-tahun-aqua-bersama1?ref= pencarian , diakses 25 Juni 2014 www.aqua.com www.isentia.com www.pureitwater.com
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.001 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.001 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.002 | 0.001 |
| Scholarly communication | 0.001 | 0.002 |
| Open science | 0.002 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.002 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it