{"id":957,"date":"2022-02-01T18:26:31","date_gmt":"2022-02-01T18:26:31","guid":{"rendered":"https:\/\/mankom.fikom.unpad.ac.id?post_type=skripsi&p=957"},"modified":"2022-02-01T18:27:27","modified_gmt":"2022-02-01T18:27:27","slug":"strategi-brand-activation-smart-mam-gathering-wyeth-s-26-oleh-mccann-worldgroup-jakarta","status":"publish","type":"skripsi","link":"https:\/\/mankom.fikom.unpad.ac.id\/en\/skripsi\/strategi-brand-activation-smart-mam-gathering-wyeth-s-26-oleh-mccann-worldgroup-jakarta\/","title":{"rendered":"Strategi Brand Activation Smart Mam Gathering Wyeth S-26 oleh McCANN Worldgroup Jakarta"},"content":{"rendered":"\n

Ratu Arliza Kusumah, 210510150047, 2019. Program Studi Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Penelitian berjudul \u201cStrategi Brand Activation Smart Mam Gathering Wyeth S-26 oleh McCANN Worldgroup Jakarta\u201d. Dr. Atwar Bajari, M.Si. sebagai pembimbing utama dan Hj. Kismiyati El Karimah, Dra,. M.Si. sebagai pembimbing pendamping.<\/p>\n\n\n\n

Penelitian ini bertujuan untuk mengetahui alasan, tahapan perencanaan, implementasi, monitoring dan evaluasi strategi brand activation Smart Mam Gathering yang dilakukan oleh McCANN Worldgroup Jakarta. Penelitian ini menggunakan metode studi kasus, dengan analisa data kualitatif. Pengumpulan data dilakukan melalui observasi, wawancara mendalam, studi dokumentasi, dan gaining access.<\/p>\n\n\n\n

Hasil dari penelitian ini menunjukkan bahwa strategi brand activation Smart Mam Gathering dibuat oleh McCANN Worldgroup Jakarta berdasarkan kebutuhan dan masalah yang dimiliki oleh kliennya Wyeth S-26. Strategi brand activation Smart Mam Gathering dibuat oleh McCANN Worldgroup Jakarta sebagai bentuk reward untuk konsumen Wyeth S-26 dengan menciptakan brand experience. Proses penerapan strategi brand activation Smart Mam Gathering melalui tiga tahap, yakni perencanaan, implementasi, monitoring dan evaluasi. Strategi brand activation Smart Mam Gathering dibuat oleh McCANN Worldgroup menggunakan konsep Integrated Marketing Communication (IMC) yang mengintegrasikan antara media lini atas (above the line) dengan media lini bawah (below the line), antara online media dengan offline media. Hal ini dilakukan untuk menciptakan awareness dan loyalty dalam upaya meningkatkan brand equity yang telah dimiliki Wyeth S-26.<\/p>\n","protected":false},"template":"","tahun-skripsi":[31],"class_list":["post-957","skripsi","type-skripsi","status-publish","hentry","tahun-skripsi-31"],"yoast_head":"\nStrategi Brand Activation Smart Mam Gathering Wyeth S-26 oleh McCANN Worldgroup Jakarta - Program Studi Manajemen Komunikasi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mankom.fikom.unpad.ac.id\/skripsi\/strategi-brand-activation-smart-mam-gathering-wyeth-s-26-oleh-mccann-worldgroup-jakarta\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategi Brand Activation Smart Mam Gathering Wyeth S-26 oleh McCANN Worldgroup Jakarta - Program Studi Manajemen Komunikasi\" \/>\n<meta property=\"og:description\" content=\"Ratu Arliza Kusumah, 210510150047, 2019. 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