Nurmelia Dwi Arifiana, . (2024) INOVASI STRATEGI KOMUNIKASI PEMASARAN PADA FILM MENCURI RADEN SALEH DALAM MENARIK MINAT PENONTON KE BIOSKOP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The intense competition within the film industry has made the commercial success of films heavily reliant on audience numbers, thereby becoming a primary concern for every production house. Innovation in marketing communication strategies has become crucial in this context. This research aims to analyze the success of marketing communication strategy innovations implemented by Visinema Pictures in attracting audiences to cinemas for the film "Mencuri Raden Saleh". To identify the specific innovations undertaken by Visinema Pictures Marketing Department, researchers employed data collection techniques including interviews, observations, and documentation. Interviews were conducted with Visinema Pictures' Marketing Department and selected target audience to ensure a comprehensive perspektif of the promotional efforts for "Mencuri Raden Saleh". Data collected underwent three stages of analysis: data reduction, data presentation and conclusion. Based on the findings, the implementation of various promotional mix components in the marketing activities for "Mencuri Raden Saleh" by Visinema Pictures included innovative marketing communication strategies such as viral marketing through the Photocard Exclusive Cast promotion and event marketing through the musical event format "Komplotan Berkaraoke 2.0". These strategies successfully increased the number of viewers for the film Mencuri Raden Saleh in cinemas.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411161] [Pembimbing; Nuril Ashivah Misbah] [Penguji 1: Fitria Ayuningtyas] [Penguji 2: Kumala Hayati] |
| Uncontrolled Keywords: | Event Marketing, Film Industry. Marketing Communication Strategy, Social Media, Viral Marketing. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | NURMELIA DWI ARIFIANA |
| Date Deposited: | 02 Oct 2024 08:10 |
| Last Modified: | 02 Oct 2024 08:10 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33081 |
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