Brand Awareness of Local Television 'I Channel Bandung' Through Local Culture in Program "Sampurasun Cepot"

The purpose of this research is to know the process of increasing brand awareness of I Channel Bandung through the event ‘Sampurasun Cepot’ by using integrated marketing communications. Besides that the researcher wanted to see the level of brand awareness I Channel Bandung achieved after using the cultural event program. The theory used in this research is integrated marketing theory by Tuckwell and theory of band awareness level by Aaker. Integrated marketing communications has six elements that are used to improve this television brand. It aims to see the level of brand awareness companies in the minds of the audience. This research uses case study method with intrinsic qualitative approach and constructivist paradigm. The result of this research is that integrated marketing communications can be associated with cultural programs to increase awareness of the company’s brand. The use of puppet show of ‘Sampurasun Cepot’ managed to attract the audience became more aware of the presence of this local television. I Channel Bandung brand awareness improved and reached the brand recall level in the audience.