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Proceedings of the 1st Workshop on Multidisciplinary and Its Applications Part 1, WMA-01 2018, 19-20 January 2018, Aceh, Indonesia

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.20-1-2018.2281897,
        author={Umaimah  Wahid and Menati Fajar  Riski},
        title={Brand Awareness of Local Television 'I Channel Bandung' Through Local Culture in Program "Sampurasun Cepot"},
        proceedings={Proceedings of the 1st Workshop on Multidisciplinary and Its Applications Part 1, WMA-01 2018, 19-20 January 2018, Aceh, Indonesia},
        publisher={EAI},
        proceedings_a={WMA-1},
        year={2019},
        month={9},
        keywords={brand awareness local television local culture-‘sampurasun cepot’},
        doi={10.4108/eai.20-1-2018.2281897}
    }
    
  • Umaimah Wahid
    Menati Fajar Riski
    Year: 2019
    Brand Awareness of Local Television 'I Channel Bandung' Through Local Culture in Program "Sampurasun Cepot"
    WMA-1
    EAI
    DOI: 10.4108/eai.20-1-2018.2281897
Umaimah Wahid1,*, Menati Fajar Riski2
  • 1: Magister Program of Communication Sciences, Post-Graduate Budi Luhur University, Jakarta, Indonesia
  • 2: Post-Graduate Budi Luhur University, Jakarta, Indonesia
*Contact email: umaimah.wahid@budiluhur.ac.id

Abstract

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.

Keywords
brand awareness local television local culture-‘sampurasun cepot’
Published
2019-09-20
Publisher
EAI
http://dx.doi.org/10.4108/eai.20-1-2018.2281897
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