Strategi Marketing Public Relations (MPR) untuk mempromosikan produk yang dianggap tabu : Studi pada kampanye Durex #TurnOfftoTurnOn = Marketing Public Relation (MPR) strategy to promote taboo product : Study on Durex campaign #TurnOfftoTurnOn
Syabina Nur Istiana;
Wahyuni Pudjiastuti, supervisor
(Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014)
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[ ABSTRAK Ada keterbatasan berpromosi di Indonesia bagi produk-produk yang memilikikesan tabu atau menimbulkan perasaan bersalah dan malu ketika membeli produktertentu. Salah satu produk tersebut adalah kondom Durex sebagai alat kontrasepsidan alat kesehatan. Kondisi ini mengharuskan Durex menggunakan strategi lainuntuk mendekati target pasarnya, yaitu melalui Marketing Public Relations dalambentuk kampanye sosial. Dengan memanfaatkan momen Earth Hour, kampanyesosial #TurnOfftoTurnOn bukan hanya menunjukkan kepedulian terhadaplingkungan tetapi juga memberikan solusi untuk perbaikan terhadap kualitashubungan dengan pasangan. Melalui strategi ini Durex terbantu untuk melakukankegiatan promosi yang selama ini sulit dilakukan dengan cara-cara biasa. ABSTRACTThere are limitations in Indonesia to promote products which has the tabooimpression taboo or cause feelings of guilt and shame when buying a certainproduct. One of the products is condom Durex as contraception and medical kit.This condition requires Durex using other strategies for approaching the targetmarket, through the Marketing Public Relations in the form of social campaign.By utilizing the Earth Hour moment, the social campaign #TurnOfftoTurnOn notonly show the concern for the environment but also provide solutions for theimprovement of the quality of the relationship with partner. Through this strategyDurex helped to carry out promotional activities which have been hard done byordinary strategies., There are limitations in Indonesia to promote products which has the tabooimpression taboo or cause feelings of guilt and shame when buying a certainproduct. One of the products is condom Durex as contraception and medical kit.This condition requires Durex using other strategies for approaching the targetmarket, through the Marketing Public Relations in the form of social campaign.By utilizing the Earth Hour moment, the social campaign #TurnOfftoTurnOn notonly show the concern for the environment but also provide solutions for theimprovement of the quality of the relationship with partner. Through this strategyDurex helped to carry out promotional activities which have been hard done byordinary strategies.] |
 MK-Syabina Nur Istiana.pdf :: Unduh
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| Penerbitan : | [Place of publication not identified]: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014 |
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