Analysis of Tokopedia Advertising #DirumahAjaDulu and Its Correlativity to Tokopedia Branding Position in Pandemic Era
- 10.2991/assehr.k.201202.046How to use a DOI?
- Advertising, strategy, brand, branding, positioning
In this pandemic era caused by covid-19, people have to change their purchasing habits. They have to go online instead of doing offline shopping. Tokopedia, as a local marketplace in Indonesia, provides a solution for it. Tokopedia guarantees that everything people need available in their marketplace, and they promote this vision using their television advertisement called #dirumahajadulu. With this advertisement campaign, Tokopedia tried to set a statement to the public about their needs during pandemic situations. The researcher analyzed Tokopedia tv commercial advertisement using Philip Kotler’s 6 steps branding conceptual model. The results of this research contains every narrative aspect and visual of 6 steps branding conceptual model by Philip Kotler in Tokopedia advertisement #DirumahAjaDulu and his correlativity to the advertising theory that makes Tokopedia has a clear and consonant brand positioning-differentiation-integrity standing.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Edo Tirtadarma AU - Budi Darmo PY - 2020 DA - 2020/12/03 TI - Analysis of Tokopedia Advertising #DirumahAjaDulu and Its Correlativity to Tokopedia Branding Position in Pandemic Era BT - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020) PB - Atlantis Press SP - 8 EP - 13 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201202.046 DO - 10.2991/assehr.k.201202.046 ID - Tirtadarma2020 ER -