PENERAPAN INTEGRATED MARKETING COMMUNICATIONS DALAM PROMOSI FILM “13 BOM DI JAKARTA”
DOI:
https://doi.org/10.32509/jmb.v4i2.5317Keywords:
Komunikasi Pemasaran Terintegrasi, Film, Promosi, Strategi MarketingAbstract
Penelitian ini menganalisa penerapan marketing komunikasi yang terintegrasi atau Integrated Marketing Communications (IMC) dalam industri perfilman Indonesia melalui studi kasus film “13 Bom di Jakarta” karya Visinema Pictures. Hasil penelitian menunjukkan bahwa Visinema menerapkan strategi pemasaran terpadu yang yang mencakup advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, online and social media marketing, mobile marketing, serta personal selling. Penggabungan sejumlah komunikasi pemasaran secara terpadu ini menghasilkan strategi yang tidak hanya meningkatkan awareness, interest, desire, hingga action terhadap film “13 Bom di Jakarta”, terlebih lagi menciptakan ikatan emosional dengan target pasar yang menonton film ini di bioskop. Visinema Pictures menggunakan advertising di media sosial, sales promotion melalui kolaborasi, serta events and experiences seperti acara gala premier untuk menciptakan pengalaman menyaksikan film secara lebih dekat. Public relations juga dilakukan melalui press screening dan hubungan dengan media, untuk mengoptimalkan publikasi film “13 Bom di Jakarta”. Penerapan IMC ini membuat pengalaman penonton menjadi lebih personal terhadap proses penayangan film. Upaya komunikasi pemasaran yang efektif dan efisien ini menjadikan target audiens menjadi bagian dari proses kreatif film “13 Bom di Jakarta”. Penelitian ini menemukan bahwa penerapan Integrated Marketing Communications oleh Visinema Pictures dapat menjadi masukan yang penting bagi rumah produksi lainnya di Indonesia dalam menghadapi semakin kompetitifnya industry di dunia perfilman.
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