Praktek Komunikasi Pemasaran melalui Media Baru dalam Meningkatkan Brand Awareness (Studi Kasus terhadap Praktek Komunikasi Pemasaran Wego Indonesia melalui Media Baru dalam Meningkatkan Brand Awareness)

• Main Authors: , DANNI NAHASON, , Muhamad Sulhan, SIP., M.Si.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/124053/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=64172
• Institution: Universitas Gadjah Mada

In recent years, new media has influenced many aspects of life including marketing. Nowadays, lots of marketers began to use new media as marketing channel. The increasing number of users is a main reason for marketers to use new media. New media also has a number of advantages than conventional media that can be utilized by marketers in running marketing communications. But, new media also give a challenge for marketers who are interested to use it because it has some unique characteristics that need to be understood by marketers. Wego Indonesia is one of the brands that used new media as a marketing channel. Brand that started targeting Indonesian market in 2011 feel new media can be an effective channel to reach their marketing objective. Since 2011 until the end of 2012, Wego Indonesia used it to build brand awareness. This research seeks to know marketing communication activities of Wego Indonesia through new media. In this research, researcher also will look at how the practice is run to build brand awareness. This research used case study method. About the analysis method, the researcher analyzed it by comparing the data with theories or concepts that already exist. Last, researcher made the conclusion based on the results of the analysis. The results of this research showed that Wego Indonesia can take advantage of new media because they do practice in accordance with existing concepts. Wego Indonesia also take advantage of other features of new media so they can make marketing communication run more effective in doing research and evaluation. Meanwhile, in terms of building brand awareness, Wego Indonesia�s marketing communication does not fully comply with existing concepts. It wouldn�t build brand awareness effectively.