?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=STRATEGI+KOMUNIKASI+PEMASARAN+DALAM+MENINGKATKAN%0D%0ABRAND+AWARENESS+RADAR+LAMPUNG+ONLINE+&rft.creator=M.+DANIEL+%2C+PRATAMA&rft.subject=321+Sistem+pemerintahan+dan+sistem+negara&rft.description=Public+awareness+of+the+importance+of+the+digital+world+continues+to+increase%0D%0Aevery+year.+Online+media+is+one+of+the+main+sources+of+information+for+the+public.%0D%0AThis+creates+great+opportunities+for+corporate+media.+The+increasing+need+also%0D%0Aarises+with+the+growth+of+the+number+of+print+and+online+media+as+providers+of%0D%0Afacilities.+This+has+led+to+the+emergence+of+many+media+to+get+visitors.+One+way+to%0D%0Abe+able+to+compete+in+this+competition+is+to+create+effective+and+creative+marketing%0D%0Acommunications.+The+importance+of+marketing+communication+for+press%0D%0Ainstitutions+is+used+as+a+means+to+build+the+image+of+the+press+institution+and+also%0D%0Aattract+the+interest+of+the+public%2C+so+in+this+case+Radar+Lampung+Online+is+required%0D%0Ato+have+an+effective+marketing+communication+strategy+to+increase+brand%0D%0Aawareness+among+the+public.+In+addition+to+building+brand+awareness%2C+another%0D%0Agoal+is+to+increase+brand+consumer+engagement+towards+the+brand+to+achieve+all%0D%0Athese+goals%2C+a+fairly+effective+and+modern+approach+is+needed%2C+consumers+as+the%0D%0Akey+to+knowing+their+hearts+and+behavior.+%0D%0AThe+target+audience+who+lives+in+the+digitalization+era+has+different+behavior+in%0D%0Acapturing+communication+messages.+Therefore%2C+the+author+creates+a+marketing%0D%0Amessage+with+a+discussion+package+about+communication+activities+in+conveying%0D%0Amessages+through+an+integrated+communication+channel+network%2C+and+organizes+%0D%0Athese+communication+activities+with+the+aim+of+producing+an+impact+on+individuals%0D%0Ain+large+numbers%2C+and+or+community+groups+according+to+the+target+to+be+achieved%2C%0D%0Ain+a+certain+period+of+time.+%0D%0AThis+concept+is+often+known+as+the+Marketing+Communication+Strategy.+The%0D%0AMarketing+Communication+Strategy+is+then+used+as+a+marketing+communication%0D%0Amedium+created+to+build+brand+awareness.+The+formation+of+a+brand+image+or%0D%0Acompany+image+can+be+carried+out+by+companies+or+individuals+as+a+step+to+%0D%0Acompete+and+excel+over+other+competitors.+It+is+very+important+because+without+a%0D%0Agood+and+positive+image%2C+the+company+will+not+last+long%2C+besides+that+the+product%0D%0Awill+also+be+difficult+to+recognize+or+accept+by+consumers%2C+especially+new%0D%0Aconsumers.%0D%0AKeywords%3A+Brand+awareness%2C+marketing+communication%2C+communication%0D%0Astrategy%0D%0A%0D%0AKesadaran+Masyarakat+akan+pentingnya+dunia+digital+terus+meningkat+setiap%0D%0Atahunnya.+Media+online+menjadai+salah+satu+sumber+informasi+utama+bagi%0D%0Amasyarakat.+Hal+ini+menciptakan+peluang+besar+bagi+perusahaan+media.%0D%0AKebutuhan+yang+semakin+meningkat+juga+diiringi+dengan+pertumbuhan+jumlah%0D%0Amedia+cetak+maupun+online+sebagai+penyedia+fasilitas.+Hal+ini+menyebabkan%0D%0Atimbulnya+kompetisi+diantara+banyaknya+media+untuk+mendapatkan+pengunjung.%0D%0ASalah+satu+cara+untuk+dapat+bersaing+dalam+kompetisi+ini+adalah+dengan%0D%0Amenciptakan+komunikasi+pemasaran+yang+efektif+dan+kreatif.%0D%0APentingnya+komunikasi+pemasaran+bagi+lembaga+pers+digunakan+sebagai+%0D%0Asarana+untuk+membangun+citra+lembaga+pers+dan+juga+menarik+minat+khalayak%2C%0D%0Asehingga+dalam+hal+ini+Radar+Lampung+Online+dituntut+untuk+memiliki+stategi%0D%0Akomunikasi+pemasaran++yang+efektif+guna+meningkatkan+brand+awarnness+di%0D%0Atengah+khalayak.+Selain+membangun+brand+awareness+tujuan+lainnya+adalah+untuk%0D%0Ameningkatkan+brand+consumer+engagement+terhadap+brand+untuk+mencapai+semua%0D%0Atujuan+tersebut+dibutuhkan+pendekatan+yang+cukup+efektif+dan+modern%2C+konsumen+%0D%0Asebagai+kunci+untuk+mengetahui+isi+hati+dan+perilaku+mereka.%0D%0ATarget+audience+yang+hidup+di+era+digitalisasi+mempunyai+perilaku+yang+%0D%0Aberbeda+dalam+menangkap+pesan+komunikasi.+Maka+dari+itu+penulis+menciptakan%0D%0Apesan+pemasaran+dengan+kemasan+pembahasan+tentang+aktivitas+komunikasi%0D%0Adalam+menyampaikan+pesan+melalui+jaringan+saluran+komunikasi+secara+terpadu%2C%0D%0Adan+mengorganisir+aktivitas+komunikasi+tersebut+dengan+tujuan+menghasilkan%0D%0Adampak+pada+individu-individu+dalam+jumlah+besar%2C+dan+atau+kelompok%0D%0Amasyarakat+sesuai+target+yang+ingin+dicapai%2C+pada+kurun+waktu+tertentu.+%0D%0AKonsep+ini+sering+dikenal+dengan+sebutan+Strategi++Komunikas+Pemasaran.%0D%0AStrategi++Komunikasi+Pemasaran+kemudian+digunakan+sebagai+medium%0D%0Akomunikasi+pemasaran+yang+diciptakan+untuk+membangun+brand+awareness%0D%0A(kesadaran+merek).+Pembentukan+brand+image+atau+citra+perusahaan+dapat%0D%0Adilakukan+perusahaan+atau+individu+sebagai+langkah+untuk+bersaing+dan+unggul%0D%0Adari+pesaing+lainnya.+Menjadi+sangat+amat+penting+karena+tanpa+sebuah+citra+yang%0D%0Abaik+dan+positif%2C+perusahaan+tidak+akan+bertahan+lama%2C+selain+itu+produk+juga+akan%0D%0Asulit+dikenal+ataupun+diterima+oleh+konsumen%2C+terutama+konsumen+baru.%0D%0A%0D%0AKata+kunci+%3A+Brand+awareness%2C+komunikasi+pemasaran%2C+strategi+komunikasi%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-06-11&rft.type=Diploma%2FTugas+Akhir&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89314%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89314%2F2%2FTA%2520FULL%2520TANPA%2520LAMPIRAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89314%2F3%2FTA%2520FULL%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++M.+DANIEL+%2C+PRATAMA++(2025)+STRATEGI+KOMUNIKASI+PEMASARAN+DALAM+MENINGKATKAN+BRAND+AWARENESS+RADAR+LAMPUNG+ONLINE.++%5BDiploma%2FTugas+Akhir%5D+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F89314%2F