Mediana Putri Tribrata Primary Author Tamanna Bedi Primary Author Dionisius Rio Djayaputra Primary Author mixed material bibliography LSPR 2020 en English

Computer File

- As a pioneer in the country, MPL: Mobile Premier League is an online mobile gaming company whose brand is often confused with a more mature offline gaming event called MPL: Mobile Legends Professional League. The issue is raised from the primary research conducted by the researchers, as well as coming as a statement from MPL: Mobile Premier League. Hence, we created a communication campaign that has 5 phases which strengthen the foundation of our concept and ideas which include Seeding, Launching, Educational, Tactics and Thematic to support our problem statement. In order to pursue these phases, the methodologies used for the communication campaign are supported by secondary research as well as primary research with 92 respondents. Furthermore, the theories used are branding, clicking and campaign, followed by Zero Based Planning and AISAS model. As a result, 97,8% of the respondents were able to distinguish MPL: Mobile Premier League from MPL: Mobile Legends Professional League. Through promoting the product’s Unique Selling Propositions the brand was able to be distinct, the targeted groups are able to distinguish the company from its competitors. Besides, by measuring the success rate of the campaign messages, the purpose of this campaign is to expect the respondents to answer and understand our two Unique Selling Propositions which include application with 20+ games in 1 platform and can earn GoPay. Keywords : Brand Name Confusion, Mobile Gaming, Communication Campaign, Zero Based Planning Marketing Communications Non Thesis 2020 Sania Makki Dionisius Rio Djayaputra Tamanna Bedi Mediana Putri Tribrata NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.029.20 S100656SP Hanya Tersedia Softcopy S1.MKT.029.20 sampul_skripsi.jpg.jpg 5124 2021-04-22 10:42:11 2021-04-22 10:42:26 machine generated