Perdana, Inco Hary (2017) Pokémon Go Sebagai Saluran Komunikasi Pemasaran Alternatif. Ultimacomm: Jurnal Ilmu Komunikasi, 9 (1). ISSN 2656-0208
Full text not available from this repository.Abstract
Pokemon Go is a new phenomenon in the game industry. Within a month from its launching, this game had been played by more than 75 million users. The game has been seen as an opportunity in marketing communication by several brands. This study seeks to find the use of the game in marketing communication activities by analyzing it with the concept of marketing mix by Belch and Belch (2012) and Horwitz’s classification in game advertisement (2004) in Skalski, Bracken, and Buncher (2011). The literature review explores several documents and promotional materials which used Pokemon Go and analyzed them based on the concepts above. The study shows that many brands only used the popularity of Pokomen Go but did not officially establish affiliation with Pokemon Go. When Pokemon Go was launched, McDonald was the first to become the official partner of the game.
| Item Type: | Article |
|---|---|
| Subjects: | 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations 700 Arts and Recreation > 790 Outline of Sports, Games and Entertainment > 793 Indoor Games and Amusements |
| Divisions: | Faculty of Communication > Strategic Communication |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 19 Nov 2021 07:39 |
| Last Modified: | 19 Nov 2021 07:39 |
| URI: | https://kc.umn.ac.id/id/eprint/19177 |
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