#TITLE_ALTERNATIVE#

• Main Author: Ratri Iswari (NIM 190 04 057), Ken
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6356
• Institution: Institut Teknologi Bandung

Abstract: <br /> <br /> <br /> <br /> Indonesian movie is an interesting phenomenon to be discussed due its unstable growth. Persuade people to watch Indonesian movies are by using promotion tools. The way in which a movie is promoted can have a huge effect on whether or not it is successful. One of the problem in Indonesian movie is how to design an effective out of the box communication plan to endorse a successful movie promotion. One of the approaches that can be applied to formulate movie promotion is by using Integrated Marketing Communication (IMC) approaches. <br /> <br /> <br /> <br /> In order to determine IMC strategic, it is important to identified desired target market, concludes peoples perception about Indonesian movies, identified factors affecting their behavior in movie consuming, and determines their media consumption habit. Therefore, the author conducts a research consists of literature study, in-depth interview with key-informant, focus group discussion, and surveys questionnaires. <br /> <br /> <br /> <br /> From the research, the author finds out that respondents have a negative perception to Indonesian movies, due to movie quality. For them, Indonesian movies are not yet having a high quality. Furthermore, the position of Indonesian movies on the mind of respondent is on no. 2, it isnt on the top choice. The findings on perception of Indonesian movies interrelated with critiques to the movie quality will be the key issues in order to develop strategy for movie campaign. This research also cover the behavior that respondent show in consuming media as the substance for movie promotion. It is important to identify the media consumption habit, in order to determine which media that will be effective and relevant with desired target market. <br /> <br /> <br /> <br /> The author recommends a solution to deal with existing perception. The basic message for the movie campaign and the new image that want to be obtained is: Indonesian movie though cant change the fact of being no.2 movies, but the movie makers will work hard to improve the quality of Indonesian movies. Therefore supports from the moviegoers are extremely needed. The Integrated Marketing Communication strategy will be using advertising, publicity, and sales promotion as one voice, due to the need to keep focused on the positioning to change perception and persuasion to support Indonesian movies throughout the marketing mix. Finally, the recommendation will be useful for people in Indonesian movie industries, especially MFI (Masyarakat Film Indonesia) as an independent organization that have a concern to Indonesian movies development, in order to determine promotion strategy based on Integrated Marketing Communication. <br />