Strategi Marketing Public Relations National Geographic Indonesia pada Event #BerbagiCerita dalam Membangun Brand Reputation

Wilson, Andre (2021) Strategi Marketing Public Relations National Geographic Indonesia pada Event #BerbagiCerita dalam Membangun Brand Reputation. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Marketing Public Relations memiliki peranan yang penting dalam mendukung dan membantu mempertahankan brand reputation. Salah salah satunya perusahaan National Geographic Indonesia yang menerapkan marketing public relations untuk membangun brand reputation agar tidak mati di masa krisis pandemi Covid-19. Penelitian ini bertujuan untuk mengetahui strategi marketing public relations National Geographic Indonesia pada event #BerbagiCerita dalam membangun brand reputation. Teori konsep yang digunakan Whalen's 7 Step Strategic Planning Process dari Harris & Whalen dan penelitian yang dilakukan bersifat kualitatif dengan menggunakan metode studi kasus. Hasil penelitian menunjukkan cukup efektif karena berhasil mencapai tujuan melalui berbagai taktik seperti publikasi , webinar, kompetisi, third party endoser, membuat press release dan menggundang media. Message yang ingin disampaikan menggunakan berbagai channel yang dapat menjangkau target audience yang diinginkan melalui platform digital. Media yang digunakan secara internal sudah cukup memadai untuk meliput rangkaian acara yang diselenggarakan untuk meningkatkan brand reputatation di masa pandemi.

Item Type: Thesis (Bachelor Thesis)
Keywords: Strategi Marketing Public Relations, Brand Reputation, National Geographic Indonesia
Subjects: 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions: Faculty of Communication > Strategic Communication
SWORD Depositor: Administrator UMN Library
Depositing User: Administrator UMN Library
Date Deposited: 24 Aug 2021 15:25
Last Modified: 13 May 2023 07:29
URI: https://kc.umn.ac.id/id/eprint/16571

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