CD Skripsi

Strategi Komunikasi Pemasaran Creative Agency Vircansa Media Production Dalam Meningkatkan Jumlah Pelanggan

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ABSTRACT
MARKETING COMMUNICATION STRATEGIES OF VIRCANSA MEDIA PRODUCTION, A CREATIVE AGENCY, IN INCREASING CUSTOMER BASE
Author: David Elnoventa S
Councelor: Dr. Yasir, M.Si.
Advertising has experienced rapid development in Indonesia since the political reform in 1998. The freedom of communication perceived by society directly encourages the creation of expressive advertising with a touch of creativity that matches the demands of the dynamics of society. Vircansa Media Production is a company in Pekanbaru that operates in the field of creative agencies and offers marketing strategy, video advertising, products, promotional communication, graphic design, and social media management services. Vircansa Media Production offers services that can improve the optimization of digital marketing for companies. The aim of this study is to investigate the planning, implementation, and evaluation of marketing communication strategies carried out by Vircansa Media Production to increase the number of customers.
The research uses qualitative research methods and implements a five-step communication planning model. The method used is purposive sampling, with the involvement of two informants selected based on a certain criterion through a purposeful technique. Data collection techniques include interviews, observations, and documentation. Data analysis is done using descriptive analysis, according to Miles and Huberman. The validity of the data is checked through the extension of attendance.
The results of this research show that at the planning stage, Vircansa Media Production has no written standard or raw reference for its long-term visions and goals. Therefore, the preparation of an annual work plan is based solely on national celebrations and trend developments. The research method used is based solely on internal observations at Vircansa Media Production. At the implementation stage, Vircansa Media Production also does not have a written Operational Procedure Standard. The company’s internal workflow is based on Vircansa Khairul’s Fikri experience and ethical principles developed jointly. The company’s message focuses on public education on brand activation, brand awareness, and brand identity, using social media such as Instagram, Facebook, and TikTok, as well as Google ads, to ensure the distribution of the message. In the evaluation stage, the data used is qualitative. However, there is a lack of quantitative data due to the shift of business accounts to personal accounts that do not come with insight features. To address these shortcomings, Vircansa Media Production uses network accounts and influencer services to spread company marketing communications messages.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1601114678

Penerbit

Pekanabru : Universitas Riau - FISIP- Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1601114678

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

PUJA

Versi lain/terkait

Lampiran Berkas

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