Audio-post Company Communication Strategy in Jakarta on Maintaining Client Loyalty in Television Advertising

Authors

  • Zalfa Qathrunnada Magister Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis Universitas Telkom
  • Catur Nugroho Magister Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis Universitas Telkom

DOI:

https://doi.org/10.30656/lontar.v11i1.6167

Keywords:

Communication Strategy, Marketing Communication, Audio-post, Cut2Cut studio, Television Commercial

Abstract

The visual package of an advertisement on television will not be communicated perfectly to the audience if it’s not supported by good audio quality and those who have a role in making audio in television advertisements are audio-post companies. Advertising spending in Indonesia continues to increase every year by seven percent and dominated by television commercial with a total of 79.2 percent. Based on this, more and more audio-post companies are emerging now that produce audio for television commercial in Jakarta and certainly makes competition in this industry more obvious. But even so, they still have their loyal clients that have stayed from the past until now. One of these audio-post companies is Cut2Cut studio, which was founded in 2002 and has loyal clients from well-known brands. Therefore, this study aims to find out how Cut2Cut studio's communication strategy maintains client loyalty to television commercial. The method used is qualitative with a case study approach. The results of the study state that Cut2Cut studio carries out several strategic stages including formulating strategies that focus on approaching clients, implementing strategies by maintaining communication with clients as well as providing special treatment, as well as evaluating strategies by conducting routine evaluations based on obstacles that need to be discussed

Downloads

Download data is not yet available.

References

Adelina, L. & Ritha, D. (2021). The Effect of Corporate Communication and Service Quality on Customer Loyalty and Satisfaction in Sharia Banking. Jornal of Asian Finance, Economics and Busines. 8(3). 1267-1274.

Aeker, David A.1991.Managing Brand Equity.New York,NY:The Free Press

Azizah, Nur dkk. (2020). Strategi Pemasaran Iklan Go-Jek Versi Cendikiawan Untuk Meningkatkan Pengguna Aplikasi Gojek. Jurnal Ilmu Komunikasi Lontar Vol. 8 No. 1.

Creswell, John W, (2015) Research Design :Pendekatan Kualitatif, Kuantitatif, dan Mixed (Achmad F, Terjemahan). Yogyakarta:Pustaka pelajar

David, Fred R. (2002) Manajemen Strategi dan Konsep. Jakarta : Prenhalindo

Fitrah, F. & Choirul, F. (2019). Communication Strategy of Dinas Komunikasi Dan Informatika Daerah Istimewa Yogyakarta in Socializing Jogja Smart Province Program Amongst the Jogjakarta Society. Education and Humanities Research. Vol 423. 145-156.

Griffin, Jill. (2002) Customer Loyality Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga

Gülçin, I. & Ali, Ş. (2022). Communication Strategies Used in Corporate Facebook Pages and Motivations of Consumers for Following These Pages. European Journal of Marketing and Economics. 5(2). 42-63

Kottler, Philip. Dan Kevin Kane Keller. (2005) Manajemen Pemasaran, edisi Bahasa Indonesia. Jakarta: PT. Indeks

Leadya, R. , Rosanti, U, & Sayida M. (2021). Strategi Komunikasi PT. Pos Indonesia dalam Meningkatkan Reputasi Perusahaan. Jurnal Digital Media & Relationship, 3(1), 30-42.

Made, D. & Desi, D. (2010). Internal Communication Towards Employee Engagement Inside Sultan Agung Islamic University (Unissula). Jurnal Ilmiah Komunikasi : MAKNA. 1(1). 1-14

Marta, S. & Winki, O. (2013). Strategi Komunikasi Organisasi Pt Tigamata Indonesia Dalam Menjalin Hubungan Dengan Pelanggan Periode Maret-Juni 2013, Humaniora, 5(2), 1161-1167.

Mohamad, Bahtiar. Dan Burhan Bungin. (2020) Coorporate Communication. Jakarta: Prenadamedia

Ni Luh Putu, S. (2019). Strategi Komunikasi dalam Meningkatkan Kinerja Karyawan di BHR Law Office. Jurnal Ilmiah Manajemen & Bisnis, 4(2), 115-124

Niken, D. I Wayan, S. (2022). Penerapan Strategi Komunikasi Humas PT.KAI (Persero) dalam Upaya Peningkatan Kualitas Pelayanan. J-Dinamika, 7(1), 156-162.

Ruliana, Poppy. (2014) Komunikasi Organisasi : Teori dan Studi Kasus. Jakarta: Rajawali .

Thomas M Scheidel(1976). Speech Communication And Human Interaction. Glenville, III.Scott, Foresman dan CO.

Yin, Robert K. (2003). Case Study Research : Design and Methods (3rd Ed). California: SAGE Publication

Downloads

Published

2023-07-02

Issue

Vol. 11 No. 1 (2023): Lontar : Jurnal Ilmu Komunikasi

Section

Articles

License

Creative Commons License

 

1. License

The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.

2. Author(s)' Warranties

The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).

3. User Rights

Lontar's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Lontar permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Lontar on distributing works in the journal and other media of publications

4. Right of Author

The author does not hold the copyright of articles published by this Journal (Jurnal Lontar)

5. Co-Authorship

If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Lontar will not be held liable for anything that may arise due to the author(s) internal dispute. Lontar will only communicate with the corresponding author.

6. Royalties

Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that Lontar entitles the author(s) to no royalties or other fees. 

7. Miscellaneous

Lontar will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Lontar's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.