An Integrated Marketing Communication Analysis(A Descriptive Qualitative Study On Tiny Library Café)

• Main Authors: Arfidi, Bemmy Alivia (Author), , Dian Purworini, S. Sos. MM (Author)
• Format: Book
• Published: 2017.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Connect to this object online
• Notes: https://eprints.ums.ac.id/49666/3/Naskah%20Publikasi%20DONE%20format%20perpus%20%28revisi%201%29.pdf; https://eprints.ums.ac.id/49666/2/img002.pdf
• Keywords: H Social Sciences (General)

A promotional activitiy is basically an activity to build knowledge and awareness toward a certain brand. Brand awareness emerges from a marketing communication strategy management that results in a value. This is a success determinant of the implemented strategy, especially in attracting new customers. This research was conducted to discover how the integrated marketing communication strategy that implementes created the awareness in attracting new customers. Subjects of this research consist of General Manager, Marketing manager, Creative manager of Tiny Library Café, two co-operated communities, and the customers. The research method that applied was qualitative method, and characteristic of the research was descriptive, which means reporting a situation or events. By conducting an in-depth interview with the informants in determining the applied integrated communication strategy. Result of the research that obtained was the lack of identity's relevance of the Tiny Library Café's identity that exposed to the public. It resulted in a bias to brand image that affected to the brand awareness along with the positioning power itself, either in the market or in the customer's mind.