Fakultas Ilmu Komunikasi - Ilmu Komunikasi, SIMULACRUM Vol. 1 No. 1, Januari 2014 (Views: 1373)

PROSES PERENCANAAN STRATEGIS DALAM MENINGKATKAN BRAND LOYALTY SIRUP MARJAN (STUDI PADA DEPARTEMEN STRATEGIC PLANNING BBDO INDONESIA)

Zuzinatul Imaniah

ABSTRAK

Strategic planning process is a process of forming a mature long-term plan, drawn up before the ad aired. Basically the whole process of strategic planning activities undertaken by the department of strategic planning at BBDO Indonesia in tapping the insight, the formulation of a strategy to ad Marjan syrup. This research uses a descriptive qualitative approach, which gives a detailed picture of the activities of the practitioners advertising particularly Department of Strategic Planning in developing strategies to increase Brand Loyalty messaging products at BBDO Indonesia. Data obtained from interviews with four informants, and from observations and from literature. Validity of the technique that the authors do is triangulation, which the author tries to compare theory with observations and interviews. Results can be concluded is a very important message strategy planning before starting the manufacture of advertising material to use to facilitate the determination of next steps. The main strategy of the planning strategy is to approach your target audience so emotional to obtain the effect of communication that increase brand loyalty Marjan syrup.

Kata kunci: Strategic Planning Process, Brand Loyalty

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