PERAN DAN AKTIVITAS KOMUNIKAI DIVISI ACCOUNT EXECUTIVE PADA DIGITAL AGENCY
DOI:
https://doi.org/10.33884/commed.v5i2.2668Keywords:
Strategi Komunikasi, Account Executive, Digital Agency, Biro IklanAbstract
Penelitian ini bertujuan untuk mengetahui strategi komunikasi Account Executive PT. Doxadigital Indonesia dalam mendapatkan klien baru pada periode tahun 2019. Doxadigital Indonesia yang merupakan salah satu full service agency dalam bidang digital marketing yang telah menangani aktivitas promosi brand-brand besar di Indonesia dan mengalami peningkatan kerjasama dengan brand baru sebesar 6% pada tahun 2019. Metodologi yang digunakan adalah studi kasus dengan teknik pengumpulan data menggunakan wawancara mendalam Hasil penelitian menyatakan bahwa arah strategi komunikasi yang dilakukan AE ialah persuasif dan edukatif, dan aktivitas utama AE dalam menjalankan arah strategi komunikasi ialah pada saat AE melakukan meeting dengan klien. Setelah project dengan klien selesai, AE akan tetap memelihara hubungan baik dengan klien. Segala proses yang dilakukan AE memiliki aktivitas komunikasi yang sudah dipersiapkan untuk AE agar memiliki efek yang positif bagi kelangsungan kerjasama klien dan agency.
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https://doi.org/10.33884/commed.v4i1.1439
Briandana, R. (2019). Representation of political ideology in advertising: semiotics analysis in Indonesia television. International Journal of English Literature and Social Sciences, 4(3), 764–775. https://doi.org/doi.org/10.24198/ptvf.v3i1.21245
Briandana, R., & Mihardja, E. J. (2020). Consumer Journey and Social Media : The Content Management of E‑Catering Marketplace Promotion Media For SME Catering Services Business Industry. International Journal of Communication Research, 10(1), 83–91.
Danaher, P. J. (1995). What happens to television ratings during commercial breaks? Journal of Advertising Research, 35(1), 37.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring Consumer Motivations for Creating User-Generated Content. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2008.10722139
Defhany, Edlina, R., & Eriend, D. (2020). Strategi Komunikasi Pariwisata Oleh Dinas Pariwisata Sumatera Barat Dalam Meningkatkan Brand Image Objek Wisata Di Sumatera Commed: Jurnal Komunikasi Dan …, 5(1), 97–110. Retrieved from http://ejournal.upbatam.ac.id/index.php/commed/article/view/1508
Dwityas, N. A., Mulyana, A., Hesti, S., Briandana, R., & Putrianti, M. K. (2020). Digital Marketing Communication Strategies: The Case of Indonesian News‘ Portals. International Journal of Economics and Business Administration, VIII(Issue 3), 307–316. https://doi.org/10.35808/ijeba/517
Eastman, S. T., Ferguson, D. A., & Klein, R. A. (2006). Media Promotion & Marketing For Broadcasting, Cable & The Internet. Oxford: Focal Press.
Elliott, R., & Wattanasuwan, K. (1998). Brands as Symbolic Resources for the Construction of Identity. International Journal of Advertising, 17(2), 131–144.
Freire, N. A. (2014). When luxury advertising adds the identitary values of luxury: A semiotic analysis. Journal of Business Research, 67(12), 2666–2675.
Holtz-Bacha, C., & Kaid, L. L. (2014). Political advertising in international comparison. The Handbook of International Advertising Research, 554–574.
Karjaluoto, H., Ulkuniemi, P., & Mustonen, N. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing management. New York: Pearson Education Ltd.
Lindlof, T. R., & Taylor, B. C. (2011). Sensemaking: qualitative data analysis and interpretation. Qualitative Communication Research Methods, 3(2), 241–281.
Malmelin, N., & Moisander, J. (2014). Brands and branding in media management—Toward a research agenda. International Journal on Media Management, 16(1), 9–25.
Morissan. (2011). Manajemen Media Penyiaran: Strategi Mengelola Radio dan Televisi. Jakarta: Kencana.
Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal of Marketing Communications, 15(2–3), 85–101.
Prasetyawan, W. (2012). Image construction in politics: Political advertisement in the 2009 Indonesian election. Sojourn: Journal of Social Issues in Southeast Asia, 27(2), 310–327.
Richards, J. I., & Caywood, C. L. (2014). Symbolic speech in political advertising: encroaching legal barriers. Television and Political Advertising, 2, 231–256.
Robbs, B., & Lloyd, C. (2016). Account management and the changing advertising landscape. Journal of Advertising Education, 20(1–2), 144–151.
Rossolatos, G. (2018). A sociosemiotic approach to consumer engagement in user-generated advertising. Social Semiotics, 28(4), 555–589.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65–73.
Sukmayadi, V. (2019). The dynamics of media landscape and media policy in Indonesia. Asia Pacific Media Educator, 29(1), 58–67.
Tampubolon, A., & Agustiningsih, G. (2019). PERAN ACCOUNT EXECUTIVE DI ERA DIGITAL DALAM PROSES PERENCANAAN IKLAN. Jurnal Komunikasi Dan Bisnis, 7(2).
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.
Zahay, D. (2015). Digital Marketing Management - A Handbook for the Current (or Future) CEO. Chennai: Business Expert Press.
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Published
2021-07-12
