1935 5482 4 PB

Marketing And Advertising Strategy In Achieving The Top Of Mind (Samsung Brand Case Study)
Submitted: 16 June 2020, Accepted: 26 November 2020

Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i2.1935
MARKETING AND ADVERTISING STRATEGY

IN ACHIEVING THE TOP OF MIND
(SAMSUNG BRAND CASE STUDY)
Andhita Vidya Putri1, Irwansyah2

Pascasarjana Ilmu Komunikasi Universitas Indonesia 1,2
e-mail: andhitavidyaputri@gmail.com1, dr.irwansyah.ma@gmail.com2
Abstract: Technological progress and competition between companies in the globalization era is
increasing. New media plays an increasingly important role in advertising and marketing. In
addition, the companies’ survival depends on the presence of audiences/consumers. Therefore,
determining how to utilize this new media/technology and determining how effective and efficient
digital advertising and marketing strategies so that advertising has an appeal to the audience and
the products offered are acceptable to the audience and right on target, and in accordance with the
specified target is important and interesting to study. To obtain a framework of important concepts
and the best strategy of effective marketing and advertising, the author utilizes the literature review
method with qualitative approach. In doing advertising and marketing, it is important to pay
attention to the objectives, audience, and distribution / media of advertising and marketing. The use
of various media such as social media, online advertising, digital signage, and also endorsers are
also important factors in advertising and marketing success. Advertising and marketing strategies
help to better understand consumers and see how best to engage and empower the audience /
consumers to get what they want. Here technology has created a new environment, where power
has shifted from advertisers to consumers. This research produced a variety of important strategies
and the best media which can succeed advertising and marketing, attract audiences, obtain the AIDA
(Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind.
Keywords: Communication, Advertising, Marketing, Endorser, Social Media
Abstrak: Kemajuan teknologi dan persaingan antar perusahaan di era globalisasi semakin
meningkat. Media baru memainkan peranan yang semakin penting dalam melakukan periklanan
dan pemasaran. Disisi lain kelangsungan hidup perusahaan bergantung dari keberadaan
audiens/konsumen. Oleh karena itu menentukan cara memanfaatkan media/teknologi baru ini dan
menentukan bagaimana strategi periklanan dan pemasaran digital yang efektif dan efisien agar
iklan memiliki daya tarik bagi audiens serta produk yang ditawarkan dapat diterima audiens, tepat
sasaran, dan sesuai dengan target yang telah ditentukan merupakan sesuatu yang penting dan
menarik untuk dikaji. Oleh karena itu, untuk memperoleh kerangka konsep-konsep penting dan
berbagai strategi terbaik dari periklanan dan pemasaran yang paling efektif, peneliti menggunakan
metode literature review dengan pendekatan kualitatif. Dalam melakukan periklanan dan
pemasaran perlu diperhatikan tujuan, audiens, serta distribusi/media periklanan dan pemasaran.
Penggunaan berbagai media seperti media sosial, iklan online, digital signage, dan juga endorser
turut menjadi faktor penting kesuksesan periklanan dan pemasaran. Strategi periklanan dan
pemasaran membantu untuk lebih memahami konsumen dan melihat bagaimana cara terbaik
melibatkan serta memberdayakan audiens/konsumen untuk mendapatkan apa yang mereka
inginkan. Disini tekhnologi telah menciptakan lingkungan baru, dimana kekuatan telah bergeser
dari pengiklan ke konsumen. Penelitian ini menghasilkan berbagai strategi penting dan media
terbaik yang dapat mensukseskan pemasaran dan periklanan, menarik audiens, memperoleh efek
AIDA (Attention Interest Desire Action) audiens dan akhirnya mencapai Top of Mind.
Kata Kunci: Komunikasi, Periklanan, Pemasaran, Endorser, Media sosial
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especially audiences, consumers,

INTRODUCTION
customers) through non-personal
media, namely mass media.
In the current era of In the past, traditional
globalization, competition between advertising and marketing was carried
companies is getting tougher. In out by distributing advertisements to
addition, the company's survival is targeted users through advertising
very dependent on the existence of agencies or sponsors directly and
customers, consumers or audiences. through traditional print
Although produces great product, advertisements in newspapers and
without having loyal customers, magazines. But often, it is not
customers it will be useless, a effective and efficient because the
company has the potential to go out of tools used or the people who convey
business. Therefore, marketing and it are disliked by community. Today,
advertising strategies and the increasingly developing technology
selection of media used in marketing has become a part of human life and
and advertising are important has taken important role in marketing
activities that companies need to do, and advertising carried out by
so that the products offered can be companies to appropriate customers.
accepted by the audience. The advent of the internet and the
Marketing is in charge of advent of high-tech digital flat screens
seeing the market either by have enabled content providers,
identifying segments of products and including advertisers, to replace static
services, or investigating consumer screens with dynamic content
demand. Marketing presents to serve delivered to their audience. Currently,
and satisfy consumers in order to companies tend to market their
make profit (Cornelissen, 2014, h. products digitally. Quoted from
70). According to Ridhards and (Wartakota, 2019), at the global level,
Curran in (Laurie et al., 2019, h. 767), digital advertising spending has
advertising is a paid non-personal increased from US $ 280 billion in
communication from an identified 2018 to nearly US $ 300 billion in
sponsor, using the mass media to 2019. According to eMarketer data on
persuade or influence the audience. (Wartakota, 2019) digital advertising
Advertising is a form of strategy or spending in Indonesia has exceeded
media used by individuals or US $ 639, 9 million and this figure
companies to optimize the benefits of places Indonesia as the second largest
their services or products (Fikri, digital advertising market in
2018). It is also a means of Southeast Asia. PubMatic's 2020
communication in order to convey, Global Ad Trends report (Bizinsight,
present and promote an idea, goods or 2020) argues that Indonesia's 2020
services carried out by digital advertising market will
communicators (in this case develop. PubMatic also noted that
companies, producers) to most of the global advertising
communicants (in this case the public, spending will be spent on the digital
Vol.13/No.2 / OKTOBER 2020 - Profetik Jurnal Komunikasi

291
sector until 2021. Overall, digital Samsung is one of the brands in the
advertising is predicted to contribute top three largest advertisers. Of the
to half of total media advertising three brands, Samsung is the brand
spending worldwide. According to that allocates the most budget for
eMarketer (Asosiasi Digital, 2019), advertising in digital media,
worldwide digital advertising amounting to 42%, with 444 forms of
spending is expected to reach more creative advertising.
than $ 375 billion by 2021. Even the The success of the Samsung
CMO in (Asosiasi Digital, 2019) smartphone and being crowned as the
predicts that by 2022, about 87% of best-selling smartphone in the world
the marketing budget will be spent for and getting the title as one of the
digital marketing. Hence, this biggest advertiser brands is a very
phenomenon provides a great interesting phenomenon to study. Of
opportunity to apply digital marketing course, Samsung's success is also due
and advertising to this new to the success of the strategies and
communication platform, including media used in its marketing and
for smartphone companies. advertising. Besides, how Samsung
In Indonesia, the market for can increase user preferences or
smartphone companies is growing interests until user desires to buy
very rapidly along with the increasing Samsung smartphones is also worth
demand for telecommunications. This researching.
phenomenon illustrates that Therefore, it is very important
companies must use the right strategy to know the marketing and
and media to inform their products so advertising strategies as well as the
that they can be accepted and liked by media used by the Samsung Brand in
the public or audience. According to utilizing this new media / technology
(Makassar Digital Valey, 2019) so that the advertisement have the
which refer to Tech in Asia, in the proper appeal to the targeted
next few years, Indonesia is expected audience. For this reason, researchers
to become the third largest will discuss the various best
smartphone adopter in the world with marketing and advertising strategies
an estimated number of users that are most effective and what
reaching 410 million people in 2025. media are used by the Samsung Brand
In this regard, currently, The to reach the targeted consumers. What
Samsung brand, especially the is the strategy for implementing
Samsung Galaxy A10, won the top attractive Samsung Brand
ranking with the most sales figures in advertisements and what
the world until the third quarter of advertisements that attract (the
2019, followed by the Samsung attention) of the targeted market
Galaxy A50 (Gadget Now) in (audience)? And can these strategies
(Beritasatu, 2019). The top two have the effect of AIDA (Attention
rankings show that Samsung is the Interest Desire Action) and ultimately
best-selling smartphone in the world achieve the company's main goal,
and the brand of smartphone that namely achieving Top of Mind
audiences love and demand. (TOM)? Various interesting topics
According to (Burhanudin, 2020) will be discussed in this research. This

292
research will also discuss all the following important things need to
marketing and advertising strategies bear in mind:
and media used by the Samsung
Brand in a comprehensive and The purpose of advertising
detailed manner, where in previous According to (Lin et al., 2015,
studies this was rarely done, so this h. 983) there are several advertising
research produces a comprehensive goals, including informing, arousing
marketing and advertising concept emotions, and triggering action. A
that can be implemented by good advertising mechanism must
companies in marketing and have the adaptive ability to improve
advertising. advertising performance in
AIDA introduced by accordance with the objectives and
American entrepreneur, E. St Elmo mission of advertising.
Lewis (1898) is an advertising effect
model that describes the effects of Advertisement Audience
advertising media. This concept In order to fulfill the purpose of
consists of steps or stages that occur advertising, the target audience must
starting from seeking consumer's be properly identified (Kelly et al.,
attention (attention), making 2010, h. 23). The advertisement
consumers interested (interest), audience must be selected carefully or
making consumers have the intention the effectiveness of the advertisement
or desire to buy (desire), and finally may decrease. The main objective of
consumers feel confident buying the targeting the audience is to identify
product (action). The AIDA concept the audience that receives the
provides an important understanding advertisement appropriately (Lin et
from a consumer's point of view of al., 2015, h. 983). Stockman in (Lin et
what really a consumer need so that it al., 2015, h. 983) argues that ensuring
can create the right strategy in the right advertising by reaching the
marketing and advertising right demographic is the first step
(Kurniawan, 2020, h. 1). towards smart marketing. Evaluating
Meanwhile, Top of Mind the match between the advertisement
shows the level of brand awareness content and the recipient / audience
where if consumers are asked directly must also be considered before
without reminder assistance, the advertising activities are launched.
brand that is most often or most
frequently mentioned first is the brand Advertising distribution
that has a high top of mind. To make According to (Lin et al., 2015,
consumers remember the company's h. 983), choosing the right media to
products and increase their top of advertise is important for advertisers
mind, effective advertising is needed. and should be used as an important
The effectiveness of strategy in advertising. Selection of
advertising depends on many factors the best media will make advertising
(Puspita Rini, 2018, h. 97), one of more effective and efficient, messages
which is the strategy, techniques and will be received by the right audience,
media used in advertising. In addition, those with correct characteristics of
needs, preferences, culture, geography

293
and demographics (Suryono & Indri advertisements (Kazienko &
Astuti, 2013, h. 18). Adamski, n.d.), advertising networks
Below are some media and and email marketing in (Lin et al.,
means that can be used and become a 2015).
distribution tool in effective
advertising and marketing to achieve Digital Signage
consumers interest and eventually Digital signange emerged in
consumers will remember about the the 1990s. With the development of
advertised products / services, get the technology, information, messages
effect of AIDA, and achieve or and advertisements are displayed in
increase top of mind. the form of electronic displays (digital
signage). According to (Bauer et al.,
Social Media 2016, h. 2), digital signage is a
According to Shin et al in (Lin promising medium that wins over
et al., 2015, h. 983) social media is an information chaos, because digital
internet-based platform that displays provide new opportunities
emphasizes human interaction. Social and advantages over traditional static
media is the interaction between signage.
people and their work, a place to Digital signage can be used
share, exchange, and comment on for a variety of purposes including
content in virtual communities and advertisements by advertisers. In
networks. Social media is now advertising, a digital signage system
increasingly playing an important role selects and displays advertisements
in life and has become a popular space based on contextual triggers such as
for marketers to promote products on time, location, weather, audience
one side and customers can share their characteristics, and others. This
opinions about products or stores on supports various interaction
the other side. mechanisms (Bauer et al., 2016, h. 2).
Digital signage has advantages in
Online Advertising terms of size, increased flexibility,
With the rise of new media and in terms of user attractiveness.
and along with technological Digital signage displays come in
developments, companies are different sizes from cell phone size to
exploring business opportunities. One wall size.
of the most popular advertising and Digital signage offers several
commercial ventures strategies is special features and benefits. Digital
online advertising. Online advertising signage solutions offer fast, effective
is an advertising method using the and flexible content control and
internet and the World Wide Web display. More over, updates are fast
with the aim of conveying and flexible, without the need to
promotional messages to attract interact with the signs physically,
consumers. Online advertising has which eliminate the high costs
several forms and implementation compared to creating and distributing
strategies, namely contextual a print advertisement campaign.
advertising on search engine pages Digital signage practically eliminates
(Cook & Karson, 2011), banner content distribution costs and

294
traditional printing costs, reduces means of marketing and advertising
construction costs and reduces as an analysis knife in research on the
distribution and installation costs strategies and media used by the
(Bauer et al., 2016, h. 2). Samsung Brand.
According to (Technology,
2016, h. 3), there are positive benefits
of using digital signage, namely METHODOLOGY
increased sales, creating a more This research was prepared using the
intense shopping experience for literature review method with a
customers, increasing customer qualitative approach. According to
loyalty, helping to increase brand (Nakano & Muniz, 2018, h. 1),
awareness, selective influence of literature review plays a fundamental
purchasing behavior, lowering role in uncovering theory, which
operating costs in the long run , supports the paper / article argument,
reduce product introduction periods, establishes its boundaries, and defines
and reduce customer perceived and clarifies the main concepts to be
waiting times. used in the empirical part of the text.
This research will form a model or
Endorser framework for the important concepts
Marketing with endorsers is a of effective marketing and advertising
common and useful strategy. People strategies and are liked by the
who influence certain individuals or audience to obtain AIDA effects and
groups are called endorsers achieve the goal, namely Top of
(Commission, 2011, h. 1). Endorser Mind.
marketing can be categorized into The first step taken by the
celebrity endorsements and non- researcher was defining the theme,
celebrity endorsements. Non determining keywords, and collecting
celebrity endorsements are people and identifying various literature
who are not celebrities / artists who related and relevant to the theme and
are used in advertisements. Celebrity presenting it. Data is collected from
endorsements are people who use various sources within the last 10
their public recognition and appear years which consists of books,
with the consumer goods advertised journals and other relevant and
with her/him. McLuhan said that supportive sources obtained through
since the filming of advertisements various academic journal search
often use artists as performers for engines and the google search engine.
their products, now advertisements Then the literature is analyzed and
look more and more like scenes in important concepts and gist are taken
movies. A celebrity is an individual in accordance with the research
"whose name attracts attention, context. This is done to build a
attracts interest, and is valued for theoretical background and formulate
making a profit" such as a celebrity supporting theories that will be used
or artist. In other words, celebrity in expressing opinions / arguments.
endorsers have a special influence on Next steps are identify and analyze
people's behavior. This study uses theoretical and literature gaps. After
these various strategies and media or

295
that, define the key concepts used in Various previous studies have
the research. Next, develop a model provided an overview of one strategy
or framework for the relationship or one of the media used as an
between important marketing and advertising and marketing strategy. In
advertising concepts, namely the this study, researchers will describe
various strategies and media used in some of the best strategies and media
advertising, advertising objectives, that are used simultaneously and
target audience and preferences, comprehensively to further increase
AIDA effects, and Top of Mind. the achievement of advertising goals,
Eventually it can provide new views / namely being liked and attractive to
novelty about the topic. the audience, obtaining the AIDA
There are 22 literatures that effect and achieving Top of Mind.
have been identified and match the These literatures will also be
research criteria, both from inside and understood in accordance with the
outside Indonesia. Various literature perspective of communication
originating from Indonesia provides science, such as the communicator
an overview of the concept of (sender), message, channel, message
marketing and advertising strategies receiver (receiver), and the effects
in relation to the context in Indonesia. produced.
Meanwhile, literature from outside
Indonesia supports concepts that
develop outside the Indonesian RESULTS AND DISCUSSIONS
context. The list of literature analyzed
in this article is shown in Table 1 This section provides
below. descriptions, comparisons and
relationships between theories and
Tabel 1. List of Literatures Used as concepts that have been described
Research Reference with various research results and
existing phenomenon.
Therefore, various literatures
that are relevant and related to the
topic and based on the criteria
presented in the methodology section
are identified, analyzed and presented
as follows.
Tabel 2. Results of Identification

and Literature Analysis
No Thn Penulis Konsep Penting

1 2020 Abeza, Reilly, Adanya keterlibatan,
Seguin & peran, model, dan
Nzindukiyimana jenis konten atlet
endorser dalam
pemasaran produk
olah raga yang
berpengaruh positif
Sourse: Researcher Literature Analysis pada niat beli dan

296
keputusan pembelian hiburan sehingga
konsumen meningkatkan
2 2019 Laurie, Millenials di AS dan penjualan,
Mortimer, & Inggris melihat iklan menciptakan
Beard sebagai usaha pengalaman
mempromosikan berbelanja yang lebih
perusahaan, produk intens bagi pelanggan,
atau layanan kepada meningkatkan
orang-orang melalui loyalitas pelanggan,
media. membantu
3 Karina & Strategi Campaign meningkatkan
Rohmiati Samsung Galaxy A kesadaran merek,
Series 2017 melalui pengaruh selektif
Event “The A Lab” perilaku pembelian,
yaitu menetapkan menurunkan biaya
terlebih dahulu tujuan operasi dalam jangka
diselenggarakan panjang, mengurangi
event, hasil yang periode pengenalan
diharapkan dari event, produk, dan
komponen yang ada mengurangi waktu
dalam event, target yang dirasakan
pasar yang dituju, pelanggan.
media/alat promosi 9 2015 Dell Memberikan
yang digunakan, dan penjelasan dan
menyusun jadwal panduan penggunaan
pemasaran untuk digital signage
event. 10 Lin, Li & Wu Mekanisme
4 2018 Rini Puspita Faktor yang penyebaran sosial
mempengaruhi top of berbasis media sosial
mind merek shampoo dan endorser yang
Pantene yaitu mempertimbangkan
frekuensi penayangan faktor-faktor
iklan, daya tarik pesan preferensi, pengaruh
iklan, dan waktu dan kekuatan difusi
penayangan. pengguna dapat
5 2016 Bauer, Potensi dan meningkatkan
Kruvinska, pentingnya melakukan efektivitas iklan target
Strauss bisnis dengan digital dengan menemukan
signage untuk endorser yang paling
mencapai efek iklan tepat yang dapat
yang lebih baik. menyebarkan iklan ke
6 Sri Hartini Variabel dorongan target pengguna yang
iklan dan nilai diidentifikasi.
informasi berpengaruh 11 Nur Faiz Terdapat pengaruh
positif pada keputusan Andrianto celebrity endorser
pembelian. pada proses keputusan
7 Kiyerev, Iklan bergambar pembelian.Semakin
Pauwels, Gupta meningkatkan baik celebrity
konversi pencarian endorser yang
dan penempatan iklan digunakan maka akan
pencarian mempengaruhi proses
mempengaruhi daya keputusan pembelian.
ingat dan pengakuan 12 Puspita, Duta (Brand
merek pengguna. Suharyono, & Ambassador)/celebrity
8 LTB Adanya manfaat Mukhammad endorser signifikan
Technology penggunaan digital berpengaruh positif
signage untuk terhadap variable citra
memperkuat pesan, merek internasional
sukses sebagai dan keputusan
informasi dan sistem pembelian sampel.

297
13 2014 Cornelissen Penjelasan mengenai bagi pengguna,
pemasaran. pengguna skeptis
14 Khan, Khusro, Berbagai aspek digital terhadap pesan iklan,
Jabeen signage mencakup atau konsumen skeptis
arsitektur, jenis, teknis terhadap media
interaksi, masalah dan periklanan.
tantangan Source: Results of Researcher's
penggunaannya. Literature Identification and Analysis
15 2011 Commission Pemasaran yang
dilakukan dengan
endorser.
16 Elberse & Manfaat positif The formation of a marketing
Verleun penggunaan endorser
marketing (atlet) and advertising communication
yaitu meningkatkan model or framework will be
penjualan. formulated through various strategies
17 Hambrick & Penggunaan endorser
Mahoney (bintang) melalui and marketing and advertising media
jaringan online implemented by the Samsung Brand.
sosial/media sosial Several strategies and marketing and
(misalnya twitter)
dalam pemasaran advertising media will be analyzed to
dapat mempengaruhi develop a new concept / model or
keputusan pembelian framework. The existing aspects of
konsumen.
18 ITU-T Digital signage
several strategies will be adjusted to
sebagai media inovatif the concepts presented in the
untuk informasi, literature review. In addition, various
hiburan pemasaran
dan periklanan yang
aspects of communication were
ditargetkan. mapped such as senders or
19 Wiesel, Pauwels Memodelkan communicators, messages, channels,
& Arts perkembangan
konsumen melalui
media, receivers, consumers,
corong pembelian dan audiences and effects.
menjelaskan bahwa
iklan online dapat
mendorong penjualan
Audience Targeting
di saluran offline Urbanites, who are very
20 Forddhani Frekuensi melihat creative, stylish, mobile, unique, and
Bimantoro & iklan floating (bagian
Anita Herawati dari iklan online)
who like to try new things and have a
dapat mempengaruhi big competitive spirit, are one of
tingkat kesadaran Samsung's target audiences,
merek audiens secara
signfikan.
especially Samsung smartphones.
21 Wegig Strategi penggunaan With regard to this, Samsung
Murwogugroho, digital signage implemented one of its strategies
Yasraf Amir, & merupakan sesuatu through a marketing event titled “The
Priyanto yang penting dalam
Soenarto perancangan program A Lab” when Samsung launched
promosi di era Samsung Galaxy A Series 2017
modern. (Alverawaty & Rohmiati, 2019, h.
22 2010 Kelly & Beriklan di jejaring
Drennan sosial online lebih 46). The A Lab event offered product
mungkin dihindari experience and product education
jika pengguna with musical accompaniment from
memiliki harapan
pengalaman negatif, “pon your tone” and artistic artwork
iklan tidak relevan decoration support. In this event, the

298
audience could conduct various 2019, h. 46). Social media can reach
experiments, try, and explore new audiences without being limited by
features in the Samsung Galaxy A space and time, so that advertising can
Series 2017. The concept of the event quickly and easily increase sales. In
is also made unique, in the form of a addition, by referring to the audience
laboratory that displays a blue effect. character, the use of social media is
The marketing strategy in the the right strategy, because at this time,
form of this event is of course tailored the phenomenon of using social
to the character of the target audience media is increasingly widespread. In
which consist of young people and accordance with Stelzner's research in
millennials as urbanites, as well as the (Lin et al., 2015, h. 982) that the
character of the products offered. This majority of companies use social
shows that the targeted advertisement media as a marketing and advertising
audience is an important factor tool, and half of marketers and
affecting the effectiveness of advertisers have experience
advertising. Similar research (Lin et implementing social media in
al., 2015) noticed that the strengths of marketing and advertising for at least
the advertising audience as a target one year. Advertising is one of the
and audience preferences (social most common commercial activities
advertising) and combination of the implemented using social media.
two are two important ways to Even with social media, advertisers
increase advertising effectiveness. It can harness the power of social
is very important in an advertising influence to deliver word of mouth
strategy to targeting the audience and (WOM) advertising messages via
determining how to attract the social networks. This shows that there
audience. The form of advertisement is a distribution of power to users /
to be launched must be tailored to the audiences, while still paying attention
target audience / recipient, be to social relationships and
adjusted to the content and interactions between users.
characteristics of the information or
product or service being advertised so
that the audiences feel entertained, Online Advertising
happy, and interested in the In the study (Bimantoro &
advertising message they receive and Herawati, 2011, h. 1), it was found
the product launched. When the that the frequency of viewing
audiences feel this, the audiences will Samsung's floating advertisements
have gotten the AIDA effect, and in could significantly affect the level of
the end the brand and product will be brand awareness of respondents.
in the audiences’ Top of Mind. Research by Luo et al (2011) in (Lin
et al., 2015, h. 983) also found that
Social Media placement of search advertisements
Promotion of Samsung, for affects users' memory and brand
example Samsung Galaxy A Series recognition. Floating advertisements
2017, uses social media in the form of are a variation of banner
Instagram, Facebook, Twitter and advertisements and are a modern form
YouTube (Alverawaty & Rohmiati, of pop-ups (Bimantoro & Herawati,

299
2011, h. 1). Pop-ups and floating disturbed by the unexpected presence
advertisements according to Wartime of advertisements in the form of
(2008) in (Bimantoro & Herawati, floating advertisements. Moreover,
2011, h. 10) are a variation of banner the advertisement will not disappear
avertisements besides video strips, even if the audience takes down the
push-down banners, polite banners, website page. The new floating
and interstitial display ads. advertisements will disappear after
(Wiesel et al., 2011, h. 2, 606) the audience closes the website page.
model consumer development For this reason, according to
through purchase funnels and explain researchers, it is necessary to place
that online advertising can drive sales online advertisements (floating ads)
in offline channels. Online on a website that is in accordance with
advertising is one of the most the character of the target audience
affordable and successful and is more focused and recognizes
advertisements in the era of audience behavior and audience
globalization because of its relatively preferences, so that the
cheap price and one of the fastest advertisements that are displayed are
ways to reach the target audience. In right on target and raise audience
addition, the coverage of online awareness of a brand, not make the
advertising is not limited by audience uncomfortable with
geography and time. People are advertisements which in turn have a
increasingly liking online advertising negative impact on the product. This
because it is more accessible. People is an important way to increase the
can also reject online advertisements prominence of online advertising.
that appear (by clicking skip ads) if
they don't want to see an online
advertisement, although this does not Digital Signage
apply to all online advertisements. According to (Murwonugroho
When visitors access a et al., 2011, h. 464), digital signage is
website, floating advertisements will a new medium in advertising. This
appear in various forms of dynamic media utilizes the physical
images and animations that can be environment and involves interaction
combined with various technologies with the target audience. Samsung
such as audio (sound), audio visual also takes advantage of this digital
(video), flash animation and various signage in its advertisements as seen
programming languages. Floating in the following figure.
advertisements come with these
advantages, but floating
advertisements will also cover
website pages as long as the audience
does not close the website pages.
According to researchers, this
is the shortcomings of online
advertising in the form of floating
advertisements. When accessing a
website, the audience can be

300
The implementation of digital signage
in the image shows the involvement and
Figure 1. Digital Signage of interaction of communication between
Samsung Advertisement advertisers (as senders / communicators)
through digital signage (as a channel) and the
audience (as receivers / communicants). Digital
signage with moving images certainly attracts
the attention of the audience and reinforces the
message conveyed by advertisers. People
naturally respond to these visual stimuli. This is
in accordance with what was conveyed by
(Bauer et al., 2016, h. 4) that interactive digital
signage enables greater audience engagement,
better user experience, and more accurate
targeting.
Digital signage relies on suitable content
to function effectively. The type of content is
very important because it must match the type
of digital signage that will be used. The content
Source: Screenshots
(https://www.youtube.com/watch?v=ocivhZ_xeoM) displayed on digital signage must also be
relevant to the audience. If the content is not
It is seen clearly the various functions relevant
of to the audience, then digital signage
Samsung's advertising using digital signage, will not generate benefits for the company.
namely as emotional wall paper, motion sensing Digital signage provides a superior opportunity
(kinect), mixed reality (live view AR), and to approach the audience in a target-oriented
photo message (QR Code), so that audience can way (Bauer et al., 2016, h. 2). Even a digital
be actively / deliberately involved with digital signage system can dynamically change the
system by touching the touch screen or the content on its display in milliseconds. In
audience can implicitly interact with the system accordance with what was conveyed (Bauer et
with certain gestures. The advertising strategy al., 2016, h. 2) that digital signage allows
carried out by Samsung through digital signage displays to present various advertising messages
is in accordance with what was conveyed according by to schedules or those triggered by
(Bauer et al., 2016, h. 2) that digital signage iscertain
a events. (Dell, 2015, h. 2) also states that
new communication technology, which displays different content may appear on different
dynamic content presentations containing text, screens at different times and places, and can
graphics, audio, video, and animation, also have live feeds from TV, the Web,
interactive content and timely information. databases and more.
The image is an example of interactive The advantages of digital signage by
digital signage that allows audiences to interactstimulating engagement or arousing audience's
with the system to better attract the audience's emotional perceptions can increase the value of
attention. This is in accordance with what was advertising and also increase product
conveyed by (Bauer et al., 2016, h. 8) that marketability. (Khan et al., 2014, 200) also said
interactive digital signage is more attractive, that digital signage is very helpful in getting
informative, and offers targeted content that cancustomer attention. "Digifieds", and "plasma
attract consumer attention. poster networks" are examples of digital signage
applications for advertising. The same thing was

301
conveyed by (Bauer et al., 2016, h. 2) that Mind which ultimately affects consumer
interactive digital signage adds systems and purchasing decisions.
sensors to the network that allow displays to There are other Samsung advertisements
exploit various additional sources that of also use endorsers which researchers will
information to better attract the audience's discuss as shown below.
attention and allow the audience to interact with
the system. Figure 2. Use of Blackpink Endorser on
Digital signage is a promising and very Samsung Advertisements
attractive platform that has gained a fixed place
among other advertising tools as well as being
the industry's best. There are many advantages
of using digital signage. This is why digital
signage solutions are so successful as an
information medium and advertising material.
Public also enjoy the presence of digital signage
as an entertainment system and it is easy to get
information about the best products they need
and want, as conveyed by (ITU-T, 2011, h. 1)
which highlights digital signage as an
innovative medium for Source: Screenshot on Youtube.com
information,
entertainment, marketing and (https://www.youtube.com/watch?v=
targeted
advertising. 6kW1stAf5rs)
Endorser The advertisement for the

Research by Spry et al (2009) on (Astria
Samsung Galaxy A Series
Magdalena et al., 2015, h. 2) shows that brand
smartphone uses Blackpink as an
credibility can be influenced by the use of
endorser. As known publicly,
celebrities. To enhance its brand image, Blackpink is a top Kpop girl group in
Samsung has local brand ambassadors in each of which has many fans around
Korea
its target market countries. In 2011, David the world. With the presence of
Beckham was made as a Global Brand Blackpink in this Samsung
Ambassador. The Samsung Galaxy
advertisement, it certainly stole the
advertisement also uses celebrity endorsers in
attention of the audience, especially
the form of big artists such as Brad KPop Pitt, fans, especially Blackpink fans
Angelina Jolie, Jennifer Lawrence and called Jared Blink. Then, at the launch of
Leto who take selfies together usingthetheSamsung Galaxy smartphone in
Samsung Galaxy S5 camera at the Oscars event.the United States, a Blackpink
This celebrity is considered to be able to suggest
member, Lisa, was also present. On
the audience that Samsung is suitable fortheuse smartphone screen, you can see a
among young people (Andrianto, 2015, h. 5).
scene of Lisa Blackpink throwing
The use of endorsers, especially celebrity colorful powder in the video clip.
endorsers, is one of the creative advertisingLisa's appearance on the Samsung
strategies that can attract consumer attention so screen at that moment became
Galaxy
that it raises consumer curiosity and interest
the in
public spotlight and even became
products which will then form the AIDA effecta conversation for Blink on social
for consumers and the achievement of Top of

302
media to become a trending topic on generate positive reactions during
Twitter (TribunKaltim.com, 2019). advertising. In advertising the
Not only in cyberspace conversations, audience's positive emotional attitude
we can also find them around us, is very important and can be seen as
millennial children say "I want to buy an indicator of the effectiveness of
a Blackpink cellphone", "I want to advertising. Besides, the greater
buy a cellphone that advertises pleasure and positive emotions that
Samsung Blackpink" or other words arise make the consumer / audience
that mention "Samsung" and have a significantly more positive
"Blackpink". This is consistent with attitude when shopping. In particular,
the findings of various studies which when an endorser chosen is the one
show that celebrity endorsements who is liked, trusted by the audience,
provide many benefits, such as the advertisement will be more easily
beautifying images / advertisements, accepted / liked by the audience. In
introducing brands, repositioning addition to their social power of
brands, increasing attention, influence, endorsers are often trusted
generating positive attitudes towards by people they can influence. This is
advertising, and increasing purchase consistent with research of (Hambrick
intention (Atkin and Block, 1983) and & Mahoney, 2011) which states that
(Yoon, 2011) in (Lin et al., 2015, h. using the attractiveness of star players
985). in marketing to support sports and
non-sports products because of their
pleasant and trustworthy personalities
Figure 3. Trending Twitter Topics will positively influence consumer
about Blackpink and Samsung purchasing decisions. In line with this
(Abeza et al., 2017, h. 338) argued
that celebrities embody unique
meanings and in supporting the
products, they transfer that meaning
(perceived quality) into products and
ultimately to consumers. This is
where the communication occurs, the
communication that occurs between
advertisers (senders) who deliver
messages mediated by the endorser
(channel) to consumers (receivers) so
as to obtain the AIDA (Attention
Interest Desire Action) effect and
reach the Top of Mind. This strategy
certainly helps solve problems related
Source: (TribunKaltim.com, 2019)
to the advertising audience,
This case shows that the
encourages information
endorsement strategy, especially by
dissemination, and reduces
celebrity endorsers, is a strong
advertisement avoidance.
advertising distribution strategy to
The analysis also shows that
reduce negative reactions and
the endorser strategy, especially

303
celebrity endorsers, is very helpful well. This shows that there is a
for advertising and can be expected distribution of power to users /
to have better effectiveness. audiences, while still paying
Endorser marketing can increase attention to social relationships and
customer acceptance of advertising, interactions between users.
reduce advertising avoidance, avoid The advertisement also shows
advertising clutter, generate brand that Samsung reveals the superiority
awareness (Top of Mind), increase of Galaxy A, namely the Awesome
sales, build brand equity, and have a screen, Awesome camera, and Long-
positive impact on return on shares lasting battery life. The endorser
(Elberse & Verleun, 2011, h. 2). (Blackpink) keeps repeating this
The existence of power of sentence until the end of the video.
impression and advertising appeal of This strategy provides a message that
the advertisement that attracts the the advertisement viewer will never
attention of audiences / consumers forget. The existence of repetition of
through endorsers will affect messages in advertisements is also a
consumers' feelings about a product strategy in order to make the
(Hartini, 2016, h. 58). For this advertising message will always be
reason, it is very important to find the remembered by the audience /
right (influential) endorsers to consumers. Repeating this message
distribute advertisements, so that the will change consumer attitudes and
messages conveyed by the endorsers behavior. However, it should also be
can influence customer behavior. It noted that the repetition of the
is very important to distribute the message should not too many,
right advertisements to the right because it will cause boredom for the
people through the right endorsers. audience, which in turn will have an
This is in accordance with various impact on the product.
studies which state that celebrity To sum up, the advertising
personas are considered to have a and marketing strategies and media
strong relationship with consumers used should be aimed to achieve as
(Thomson, 2006) in (Abeza et al., much success as possible in order to
2017, h. 334) through attributes such attract audiences, obtain AIDA
as reputation, attractiveness, likes, effects, and ultimately achieve Top of
and trust (Atkin and Block, 1983) in Mind.
(Abeza et al., 2017, h. 334). Based on the above
From this case it can also be discussion, researchers compile an
seen that with social media (for important concept model / framework
example Twitter), advertisers can for marketing and advertising
take advantage of the power of social strategies and the relationship
influence to send advertising between these concepts as follows.
messages by word of mouth (WOM)
through social networks, especially if
it becomes a trending topic as in this
case. It is clear that when the
audience talks about this, they are
directly or indirectly advertising as

304
power has shifted from advertisers to
Figure 4. Marketing and consumers.
Advertising Strategy Conceptual In marketing and advertising,
Model / Framework communication also occurs, namely
communication between advertisers
(senders / communicators) who
convey messages mediated by various
media (channels) to consumers
(receivers / communicants) so as to
get the effect (effect) AIDA
(Attention Interest Desire) Action)
and reach the Top of Mind (TOM).
Researchers describe the overall
marketing and advertising strategies
together and comprehensively to
further increase the acquisition of
Source: Results of Researcher's AIDA (Attention Interest Desire
Literature Analysis Action) effects, and achieve Top of
Mind as the main goal of the
Based on the model or company.
conceptual framework above, it is
concluded that companies or CONCLUSION
producers as communicators or
marketing and advertising senders There are various kinds of
must pay attention to the primary strategies used by companies in
marketing and advertising strategies, marketing and advertising. In
namely the need to pay attention to marketing and advertising, it is
marketing and advertising objectives, necessary to pay attention to the
identify the target audience for objectives of marketing and
marketing and advertising, and choose advertising, audience of the
marketing and advertising distribution marketing and advertising as well as
in the form of the most appropriate marketing and advertising media.
medium in marketing and advertising. Good marketing and advertising must
Some media or means that can be used have the adaptive ability to improve
and become distribution tools in advertising performance in
marketing and advertising can be in accordance with the objectives and
the form of social media, online mission of advertising. The targeted
advertising, digital signage and advertising audience is also an
endorsers. These advertising and important factor affecting the
marketing strategies help to better effectiveness of advertising. There are
understand consumers and see how also various marketing and
best to engage and empower advertising distribution facilities or
audiences / consumers to get what media used with their respective
they want. Here technology has characteristics, namely social media,
created a new environment, where

305
online advertising, digital signage, audiences will be interested in the
and endorsers. products offered so that advertisers
Social media can reach can make consumers remember about
audiences without being limited by the products / services being marketed
space and time, so the advertising will or advertised, consumers or audiences
fast and easy to spread. Even with will get the AIDA effect, and can
social media, advertisers can harness achieve or increase the top of mind of
the power of social influence to the brand in question.
deliver word of mouth (WOM) For further researchers, it is
advertising messages via social hoped that this research can be
networks. In using online advertising, developed by adding to the marketing
it is necessary to place it according to and advertising concepts that have not
the characteristics of the target been studied in this research. Future
audience and also need to focus more research should be carried out with
and recognize audience behavior and more concepts and using deeper
preferences, so that the methodologies, for example a
advertisements displayed are right on quantitative methodology with
target, liked, interested, and generate surveys and a qualitative
audience awareness of a brand. The methodology with interviews.
implementation of digital signage
shows the involvement and
interaction of communication ACKNOWLEDGEMENT
between advertisers (as senders / Thanks to DR. Irwansyah, M.A
communicators), who carry and Inaya Rakhmani, Ph.D as
messages, through digital signage (as lecturers of Industrial Perspectives
channels) with the audience (as and Communication Technology
receivers / communicants). Even courses.
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Marketing And Advertising Strategy In Achieving The Top Of Mind (Samsung Brand Case Study)

Submitted: 16 June 2020, Accepted: 26 November 2020

MARKETING AND ADVERTISING STRATEGY

Andhita Vidya Putri1, Irwansyah2

especially audiences, consumers,

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Tabel 2. Results of Identification

No Thn Penulis Konsep Penting

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Endorser The advertisement for the

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Vol.13/No.2 / OKTOBER 2020 - Profetik Jurnal Komunikasi

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