1. RELATIONSHIP MARKETING SEBAGAI UPAYA MEMBENTUK RETENSI PELANGGAN DAN LOYALITAS PELANGGAN, 2. STRATEGI PERIKLANAN KREATIF : KONSEP DAN APLIKASI PADA PERIKLANAN TELEVISI DI INDONESIA

1. Pada dasarnya, Relationship Marketing merupakan upaya membangun hubungan jangka
panjang yang saling memuaskan dengan pihak – pihak kunci seperti pelanggan, pemasok,
penyalur dan lainnya guna mempertahankan preferensi dan bisnis jangka panjang.
Beberapa kharakteristik relationship marketing adalah menfokuskan pada loyalitas
pelanggan, hubungan jangka panjang, orientasi pada costumer value, kualitas layanan
prima, kepuasan tinggi. Tujuan dari relationship marketing adalah membangun ketahanan
pelanggan ( retensi pelanggan) dan loyalitas pelanggan. Strategi penerapan relationship
marketing adalah dengan menambah manfaat keuangan, menambah manfaat sosial dan
menambah ikatan struktural.
Kata kunci : Relationship Marketing, Ketahanan Pelanggan, Loyalitas Pelanggan.
2. Creative Advertising Strategy : Consept
and Application at Indonesia Television Advertising .
There are six strategies and groups them into three categories : functional oriented,
symbolically / experientially oriented and product category dominance oriented.
Functionally oriented advertising appeals to consumers, need for tangible / physical /
concrete benefits. Style of this oriented is Unique Selling Proposition.Symbolically /
experientially oriented advertising strategies are directed at pshicosocial needs. ( there
are : Brand Image Strategy, Resonance Strategy, and Emotional Strategy ). The category
dominance strategy ( there are : Generic Strategy and Preemtive Strategy) do not
necessary to use any particular type of appeal to consumers but are designed to
achieved an advantage over competitor in the same product category. It is important to
note that, distinctions are sometimes very rather than perfectly obvious , and a
particular advertising execution may simultaneously use multiple strategies.
Keywords : Creative Advertising Strategy, Unique Selling Proposition Strategy,
Brand Image Strategy, Resonance Strategy, Emotional Strategy,
Generic Strategy, Preemtive Strategy.