Ambient Media Ad: Concept, Message Strategy and Implementation (a book published by UB Press)

January 18, 2012 · Filed under Hasil Riset Komunikasi, Komunikasi Berasa, Komunikasi Bisnis, Komunikasi Desain, Komunikasi Kreatif, Komunikasi Merek, Komunikasi Pemasaran

Title: Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi

Author:  Bambang Sukma Wijaya

Publisher:  UB Press

2011

1st Edition

183 pages

Book Paper

Soft Cover

 

 

 

SINOPSIS

Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi  melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient media. Iklan ambient media memiliki ciri khas yaitu mampu menyinergikan pesan dan pengalaman khalayak konsumen, sehingga khalayak dapat langsung ‘merasakan’ kebenaran pesan yang disampaikan. Karena unik,  iklan ambient media juga dapat menimbulkan word-of-mouth dan publisitas yang luas.

Buku ini memaparkan bagaimana perkembangan iklan ambient media, bagaimana para kreator memproduksi pesan iklan ambient media yang unik, dan bagaimana pola komunikasi iklan ambient media.

Selain bermanfaat bagi para praktisi sebagai jendela untuk melihat cara-cara alternatif dan kreatif dalam mengomunikasikan pesan-pesan merek produk, buku ini juga dapat menjadi referensi bagi para akademisi dan peneliti sekaligus menjawab kelangkaan literatur mengenai iklan ambient media.

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The Voices of Consumers (a book published by BookSoWow!)

January 18, 2012 · Filed under Hasil Riset Komunikasi, Komunikasi Bisnis, Komunikasi Korporat, Komunikasi Merek, Komunikasi Pemasaran, Psikologi Komunikasi

Title:  The Voices of Consumers

Author:  Bambang Sukma Wijaya

Publisher: BookSoWow! Publishing

2011

1st edition

150 pages

Book Paper

Soft Cover

 

 

 

 

Why should we listen to the voice of consumers?

It is becoming a major concern of marketers today, especially in the era of fierce competition, in which all brands compete to ‘get’ eyes and hearts of consumers. The only way to win this competition is the more sensitive in listening to the sound of minds and hearts of consumers to gain consumer insights.

This book contains the articles from a research about Telco’s consumer insights in Indonesia that can inspire you to get better understanding and closer to your consumers.

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Book Discussion “Islamic Branding & Marketing” by Paul Temporal (Oxford University)

October 26, 2011 · Filed under Komunikasi Bisnis, Komunikasi Desain, Komunikasi Merek, Komunikasi Pemasaran

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Model Komunikasi Berasa dalam Periklanan (published at Journal of UltimArt, UMN)

October 25, 2011 · Filed under Komunikasi Berasa, Komunikasi Bisnis, Komunikasi Desain, Komunikasi Kreatif, Komunikasi Merek, Komunikasi Pemasaran, Model-model Komunikasi, Teori-teori Komunikasi

Model Komunikasi Berasa dalam Iklan: Sebuah Kajian Mengenai Iklan Ambient Media Sebagai Salah Satu     Bentuk Komunikasi Pemasaran Alternatif

Experiential Communication Model in Advertising: A Study of Ambient Media Ad as An Alternative Marketing Communication Form

by:

Bambang Sukma Wijaya

ABSTRACT

The unique characteristic of ambient media ad is on its ability to create synergy between message and message verification through consumer audience’s experience in a supporting situation so that they can feel the truth of the message. This type of communication is called Experiential Communication or Ambient Communication.

Key Words: Komunikasi Berasa, Iklan Ambient Media, Khalayak Konsumen

See the complete paper: Experiential Communication Model in Advertising: A Study of Ambient Media Ad

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Experiential Communication Model in the Organizational Communication (published at Journal of Komunika, LIPI)

October 25, 2011 · Filed under Industri/bisnis komunikasi, Komunikasi Bisnis, Komunikasi Korporat, Komunikasi Organisasi, Model-model Komunikasi, Teori-teori Komunikasi

Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust

by

Bambang Sukma Wijaya

 

ABSTRACT

Persuasive communication holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience’s trust or the message recipient’s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, through the learning of persuasive communication within the organization, the author offers a new concept of communication model, namely Komunikasi Berasa or Experiential Communication Model. Through the Experiential Communication Model, message recipients are not only capturing and understanding the gist of the delivered message, but are also directly experiencing the truth from the meaning of message. Consequently, communicator will not speak worthlessly, but directly proves the correctness of his words.

Key words: Experiential Communication, Organization, Persuasive Communication, Audience’s Trust

See the complete paper: Experiential Communication Model in the Organizational Communication

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