The Implementation of Integrated Marketing Communication Tools to Create Brand Awareness of the Use of Telkomsel TCash Sticker in Jabotabek Jabar Area

DOI

10.2991/aebmr.k.210305.037How to use a DOI?

Keywords

Integrated Marketing Communication, Brand Awareness, TCash Sticker, Telkomsel

Abstract

This study aims to explain about the implementation of integrated marketing communication tools for forming brand awareness of the use of Telkomsel Tcash sticker in Jabotabek Jabar area. This qualitative research was conducted from February to July 2017. Research data were collected using semi-structured interviews. Data analysis used in this research include three types of coding, namely: open coding, axial coding and selective coding. The results indicated that IMC tools used for forming the brand awareness of Telkomsel Tcash sticker were carried out complete and integrated, starting with advertising in conventional and digital media, sales promotion through discounts, refunds and rebates (cashback), contests and sweepstakes, events and experiences, personal selling through mobile sales and stand-by salespeople at sales stands, direct selling via sms blush, public relations through the creation of news releases and socialization with key opinion leaders and mass media.

Copyright

© 2021, 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/).

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TY  - CONF
AU  - Dwi Putri Handayani
AU  - Ulani Yunus
AU  - Dinda Agustina Putri
PY  - 2021
DA  - 2021/03/08
TI  - The Implementation of Integrated Marketing Communication Tools to Create Brand Awareness of the Use of Telkomsel TCash Sticker in Jabotabek Jabar Area
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 204
EP  - 206
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.037
DO  - 10.2991/aebmr.k.210305.037
ID  - Handayani2021
ER  -