STRATEGY CAMPAIGN "SENTUHAN KEHIDUPAN" OF JOHNSON & JOHNSON INDONESIA IN BUILDING CORPORATE IMAGE

Authors

  • Pradnya Nursanti Bina Nusantara University
  • Astrid Haryanti Bina Nusantara University

DOI:

https://doi.org/10.21512/seeij.v2i2.5657

Abstract

This research aims to identify the campaign strategy of Sentuhan Kehidupan from Johnson & Johnson Indonesia in building corporate image. The research method used is descriptive qualitative with data collection techniques in the form of semi-structured interviews, observation, documentation, and literature studies. The results of this research show that the campaign strategy is to perform problem analysis first, determine the objectives, messages, objectives, tactics, resources allocation time and evaluation methods.
Dimensions

Plum Analytics

References

Ardianto, E. (2009). Public Relations Praktis. Jakarta: Widya Padjajaran.

Bungin, B. (2014). Penelitian Kualitatif. Jakarta: Kencana Prenanda Media.

Gregory, A. (2017). Perencanaan dan Manajemen Kampanye Public Relations. Jakarta: Erlangga.

Johnson & Johnson. (2018). Retrieved June 5 ,2018, https://www.jnj.com

Nova, F. (2011). Crisis Public Relations: Strategi PR Menghadapi Krisis, Mengelola Isu, Membangun Citra, dan Reputasi Perusahaan. Jakarta: PT RajaGrafindo Persada.

Rosady, R. (2008). Manajemen Public Relations & Media. Jakarta: PT Rajagrafindo Persada.

Sugiono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Downloads

Published

2021-10-19

How to Cite

Nursanti, P., & Haryanti, A. (2021). STRATEGY CAMPAIGN "SENTUHAN KEHIDUPAN" OF JOHNSON & JOHNSON INDONESIA IN BUILDING CORPORATE IMAGE. Social Economics and Ecology International Journal (SEEIJ), 2(2). https://doi.org/10.21512/seeij.v2i2.5657

Issue

Section

Articles
Abstract 336  .
PDF downloaded 303  .