Analysis of Tokopedia Advertising #DirumahAjaDulu and Its Correlativity to Tokopedia Branding Position in Pandemic Era

DOI

10.2991/assehr.k.201202.046How to use a DOI?

Keywords

Advertising, strategy, brand, branding, positioning

Abstract

In this pandemic era caused by covid-19, people have to change their purchasing habits. They have to go online instead of doing offline shopping. Tokopedia, as a local marketplace in Indonesia, provides a solution for it. Tokopedia guarantees that everything people need available in their marketplace, and they promote this vision using their television advertisement called #dirumahajadulu. With this advertisement campaign, Tokopedia tried to set a statement to the public about their needs during pandemic situations. The researcher analyzed Tokopedia tv commercial advertisement using Philip Kotler’s 6 steps branding conceptual model. The results of this research contains every narrative aspect and visual of 6 steps branding conceptual model by Philip Kotler in Tokopedia advertisement #DirumahAjaDulu and his correlativity to the advertising theory that makes Tokopedia has a clear and consonant brand positioning-differentiation-integrity standing.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Edo Tirtadarma
AU  - Budi Darmo
PY  - 2020
DA  - 2020/12/03
TI  - Analysis of Tokopedia Advertising #DirumahAjaDulu and Its Correlativity to Tokopedia Branding Position in Pandemic Era
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020)
PB  - Atlantis Press
SP  - 8
EP  - 13
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201202.046
DO  - 10.2991/assehr.k.201202.046
ID  - Tirtadarma2020
ER  -