MENCERMATI IKLAN DJARUM BLACK CAPUCCINO: STRATEGI ME TOO ATAU REPOSITIONING?

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MENCERMATI IKLAN DJARUM BLACK CAPUCCINO: STRATEGI ME TOO ATAU REPOSITIONING?

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Title: MENCERMATI IKLAN DJARUM BLACK CAPUCCINO: STRATEGI ME TOO ATAU REPOSITIONING?
Author: Zulganef
Abstract: Djarum Black Capuccino advertising shows that PTDjaruln attempts to reposition its Djarum Black. However, the advertising looks like "kopiku kental, musikku keras" version of Gu dang Garam Filter advertising. Similar stimulus cause "stimulus generalizations." If this is the situation, so the repositioning strategy expected by Djarum was not accomplished. This paper theqritically investigate the impact of Djarum Black Capuccino advertising related to the existing Gudang Garam Filter advertising.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/9612
Date: 2006-01


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