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Bambang Sukma Wijaya

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Bambang Sukma Wijaya
File:Bambangsw.jpg Bambangsw.jpg
Verbier, Switzerland, March 2013
BornJuly 3
Dongkala, Kabaena Island, South East Sulawesi, Indonesia
🏳️ NationalityIndonesian
🏫 EducationPh.D. in Media & Cultural Studies, M.Sc. in Marketing Communication
💼 Occupation
Writer, lecturer, researcher
Known forAISDALSLove Model, Ambient Creation Model, Communication Corruption, Model Komunikasi Berasa, Branderpreneurship, AKIELS Model
🌐 WebsiteBSW

Bambang Sukma Wijaya is a brand scientist, strategist and culturalist at Bakrie University School of Communications, Jakarta, Indonesia. He created and proposed several concepts of branding and communication such as: AISDALSLove Model[1] (hierarchy of advertising effects), Ambient Creation Model,[2] Komunikasi Berasa[3] (Experiential Communication Model), Communication Corruption[4] (corruption dimensions and behaviours in communications), Branderpreneurship[5] (brand development-based enterpreneurship) and AKIELS Model (hierarchy of branding).[6] Prior to working as lecturer and researcher, Bambang Sukma Wijaya[7] was a copywriter, creative group head and strategic brand planner in local and multinational advertising agencies. He is also known as a columnist and author of articles in the various newspapers, magazines and several scientific journals and proceedings both national and international.

AISDALSLove Model[edit]

Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the deve-lopment of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest develop-ments in the notice of public power as consumer audience. This new developed concept of hierarchy of effects model that was adopted from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).[8]

Communication Corruption[9][edit]

Corruption is the proceed of minimizing or eliminating part or whole of public rights using the authority, power and opportunity, for personal or group interest. In communications, public right or the public is receiving the message communicators in full accordance with the facts, both normative and contemplative facts by referring to the principle of conscience. Thus, the corruptive communication is the communication that uses the opportunity to harness the power, the power or the authority is to meet the needs and goals of individuals or groups, by reducing the public's right to receive the message or audience completely and correctly fit the facts. Various dimensions of corruptive communications, from the dimension of the message, media, context to behaviors that are often encountered in various spheres of communication activities such as political communication, educational communication, marketing communications, corporate communications, mass media communication, even within the scope of interpersonal communication. To measure and reduce the level of corruptive communication, this concept offers a formula consisting of corruptive communication elements N (communication Needs) plus P (Power) rank O (Opportunity) less Ar (Audience right) are multiplied by Cs (Conscience) plus R (Moral Responsibility).

Branderpreneurship[edit]

Branderpreneurship is an application of targeted and integrated brand development strategy by maximizing existing resources to support business development so that provides added value to entrepreneurship.[10] As attitude model, branderpreneurship also can be defined as a tendency of the mental attitude to synergize the entrepreneurial spirit with the branding mindset by optimizing values development to support ‘high-impact’ business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from identifying values, creating values, delivering values, communicating values, maintaining values, evaluating values to upgrading values. Branderpreneurship concept is very useful for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, which would have an impact on increasing business profits.

Bibliography[edit]

BOOKS[11]

  • Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi (Ambient Media Advertising: Concept, Message Strategy and Implementation), 2011. Jakarta. UB Press ISBN 978-602-99243-3-6, 158p
  • The Voices of Consumers, 2011. Bandung. BookSoWow! Publishing ISBN 978-602-19583-1-5, 134p
  • Etika Periklanan (Advertising Ethics), 2012. Jakarta. UB Press
  • Identitas yang Terjepit: Krisis Komunikasi Sosial Jemaat Ahmadiyah Akibat Konflik Ideologis MUI-Ahmadiyah (The Sandwiched Identities: A Social Communication Crisis among Ahmadiyya Community Members caused by The Ideological Conflicts between Indonesian Ulemas and Ahmadiyya) in H. Budianto (ed). Komunikasi dan Konflik di Indonesia, 2012. Jakarta. Puskombis, Untar & Aspikom, pp. 59–72.
  • Komunikasi yang Koruptif (The Corruptive Communications) in F. Hamid & H. Budianto (eds). Komunikasi & Permasalahan Korupsi di Indonesia, 2012. Jakarta. Puskombis & Aspikom ISBN 978-6-0218666-0-3, pp. 81–100
  • The Patient (a tetralogy novel), 2009. Jakarta. Kutubuku
  • Getar Cinta Pantai Losari (The Beated Love in the Losari Beach -short stories), 2011. Bandung. BookSoWow

SCIENTIFIC ARTICLES

Journals[12]

  • Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication, European Journal of Business and Management (EJBM), 5 (30), 2013 ISSN (Paper)2222-1905 ISSN (Online)2222-2839
  • Is Social Media Impactful for University's Brand Image? (co-author: DM Putri), SBM-ITB Manajemen Teknologi Journal of Business and Management (Terakreditasi-B Dikti), 12 (3), 2013 (ISSN: 2089-6271)
  • Telaah Studi Implikatur dalam Memahami Pelanggaran Aturan Maksim Percakapan dalam Komunikasi Politik: Analisis Percakapan Wacana Penyelewengan Dana DKP Amien Rais-Susilo Bambang Yudhoyono (A Review of the Implicature Study in Tolerance of the Rule's Infringement of Conversation Maxim in the Political Communication: The Conversation Analysis of the Deviation of DKP's Non-budgetary Funds’ Discourse between Amien Rais and Susilo Bambang Yudhoyono), 'Communique Journal of Communication Science', 9 (1), 2013 (ISSN: 1829-5851)
  • Analisis Strategi Komunikasi Pemasaran Politik Pilkada DKI Jakarta 2007 (The Analysis of Political Marketing Communication Strategy on the Jakarta’s Governor Election 2007), Komunikologi Journal of Communication, 9 (2), September 2012 (ISSN: 1907-8870)
  • The Development of Hierarchy of Effects Model in Advertising, International Research Journal of Business Studies (IRJBS), 5 (1), April–July 2012, p. 73-85 (ISSN: 2089-6271)
  • Analisis Strategi Komunikasi Pemasaran Politik Calon Presiden Amerika Serikat 2008 (The Analysis of Political Marketing Communication Strategy on the US Presidential Candidates 2008), Sospol Academica Journal of Social and Political Science, 1 (1), 2012, p. 7-16
  • Kajian Produksi Pesan Iklan Ambient Media (A Study of Message Production of Ambient Media Advertising), Ilmu Komunikasi Journal of Communication Science, 9 (3) September – December 2011, p. 344-359 (ISSN: 1693-3029)
  • Humanisasi Otomotif dalam Iklan VW Caravelle (The Humanization of Automotive in the VW Caravelle Ads), UltimArt Journal of Visual Communication Design, 4 (2), December 2011, p. 120-125 (ISSN: 1979-0716)
  • Konflik Ideologis MUI-Ahmadiyah dan Pengaruhnya Terhadap Pola Komunikasi Sosial Jemaat Ahmadiyah di Indonesia (The Ideological Conflicts of MUI-Ahmadiyya and its Effects on the Social Communication Patterns of Ahmadiyya Members in Indonesia), Cakrawala Journal of Social Science, 1 (2), December 2011, p. 60-75 (ISSN: 1693-6248)
  • Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen (Experiential Communication Model in the Marketing Communications: A Study of Ambient Media Advertising in Gaining Consumer Audience’s Trust), Communication Spectrum Journal of Communication Studies, 1 (1), Feb 2011, p. 55-74 (ISSN: 2087-8850)
  • Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust, Komunika Journal of Communication Science, 14 (1), 2011, p. 37-44 (ISSN: 0126-2491)
  • Iklan Ambient Media dan Pengaruh Modernitas Budaya Komunikasi Dunia Barat (Ambient Media Advertising and The Modernity Influences of Western Communication Cultures), Marcommers Journal of Marketing Communication, 1 (1), October 2009, p. 108-115 (ISSN: 2086-5619)
  • Perkembangan TV Berbayar dan Implikasi Kepemilikan Asing di Indonesia: Studi Kasus Astro TV (The Development of Pay TV in Indonesia and its Implications on the Foreign Ownership: Case Study of Astro TV), Komunikologi Journal of Communication Science, 6 (2), September 2009, p. 206-211 (ISSN: 1907-8870)

Proceedings[13]

  • How Social Network Media Influences University’s Brand Image, 13th Malaysia-Indonesia International Conference on Economics, Management and Accounting (MIICEMA), Palembang, 18–20 October 2012
  • Analisis Branderpreneurship pada UKM Perawatan Kecantikan: Kasus Salon Waxing Corner (The Branderpreneurship Analysis of SME’s Beauty Care: A Case of Waxing Corner Salon) (co-author: M Hanathasia), Seminar Nasional Kewirausahaan dan Inovasi Bisnis (SNKIB) II, Jakarta, 18 September 2012
  • Branderpreneurship: A Brand Development-Based Enterpreneurship, International Conference on Business and Communications (ICBC), Jakarta, 23–24 November 2011
  • New Model of Hierarchy of Effects in Advertising, International Seminar on Scientific Issues and Trends (ISSIT), Yogyakarta, 22 October 2011
  • Persuasive Communication within the Organization: A Study about the Role of Experiential Communication in Gaining Audience’s Trust, International Conference on Management, Hospitality & Tourism, and Accounting (IMHA), Jakarta, 12–13 November 2010

PUBLIC ARTICLES[14]

  • Menikmati Salju Terakhir di Bruson, Koran Tempo Daily, 16 Mei 2010
  • Balada Prita dan Nestapa Konsumen (The Ballad of Prita and The Plight of Indonesian Consumers), 'Kontan Daily', December 2009
  • Brand & Me, ADOI Magazine, May–June, 2009
  • Tarif Murah Setengah Hati (The Half-hearted Low Tariff), Kontan Daily, 2008
  • Iklan dan Kebangsaan (Advertisement and Nationality), Media Indonesia Daily, 2007
  • Nasionalisme Iklan (The Nationalism of Advertisement), Business Indonesia Daily, 2007
  • Ekor Pertarungan ‘3’ on 3 (The Impacts of Telco Battle ‘3’ on 3 in Indonesia), Marketing Magazine, 2007
  • Fatwa yang Tidak Komunikatif (The Uncommunicative Fatwa), Cakram Magazine, 2007

Scientific Reviewer[edit]

  • International Journal of Communication (IJOC),[15] USA. ISSN:1932-8036 Indexed: Thomson Reuters Social Sciences indexing to include SSCI, SCI, ISI - EBSCOhost (EBSCO) - Elsevier - Genamics Journal Seek (GJS) - Directory of Open Access Journals (DOAJ) - Google Scholar - International Association for Media & Communication Research (IAMCR) - IGT Knowledge Center - Scholarly Exchange - Univerciencia.
  • Journal Communication Spectrum (JCS),[16] Indonesia. ISSN: 2087-8850 Indexed: Google Scholar - Garuda Dikti - Pilnas Ristek

Source for Media Articles[17][edit]

Some of the media in their coverage, often featuring BSW in the analysis related branding and communications such as: Pemasaran Efektif Tinggalkan Persepsi, Pasar Kian Realistis (Effective Marketing Left Out the Perception, Market is More Realistic), in Cover Story Majalah MIX Marketing Communication No. 09/X/September 2013, Iklan Harus Menjadi Penyelamat Bagi Konsumen (Ads Must Become An Angel for Concumers), in Majalah MARKETING Edisi 09/XIII/September 2013, Belum Menggarap Meaningful Marketing (They Doesn't yet Explore Meaningful Marketing), in Marketing Case Study: “Soyjoy versus Fitbar”, Majalah MIX Marketing Communication No. 05/X/Mei 2013, Jaga Relevansi dan Konsistensi Merek (Keep the Brand Relevance and Consistency), in Marketing Case Study: “Aroma Terapi, Kategori Baru yang Seksi”, Majalah MIX Marketing Communication No. 12/IX/ Desember 2012, Komunikasi Vertikal yang Kurang “Membumi” (The Vertical Communication that Doesn't Down-to-Earth), in Public Relation Case Study: “Pro Kontra Kampanye “Kami Setuju” Chevron”, Majalah MIX Marketing Communication No. 03/IX/Maret 2012, Maicih Perlu Membuat Fondasi Merek (Maicih Needs to Strenthen Its Brand Foundation), in Digital Marketing Case Study: “Kisah Maicih Menundukkan Pasar Anak Muda Urban”, Majalah MIX Marketing Communication No. 12/ VIII/Desember 2011, Penting, Batavia Memperkuat Ekuitas Merek (It's Important for Batavia Air to Strenthen Its Brand Equity), in Marketing Case Study: “Strategi Batavia Air Menggarap Jalur Indonesia-Saudi”, Majalah MIX Marketing Communication No. 08/ VIII/Agustus 2011, Marketing Case Study: “Revitalisasi Cololite: Kampanye Repositioning Dengan Activation”, Majalah MIX Marketing Communication No. 01/VIII/Januari 2011, Marketing Case Study: “Evolusi Kampanye M-150”, Majalah MIX Marketing Communication No. 01/VIII/Januari 2011

Jury & Brand Review[18][edit]

Marketing competition events and brand communication works ever reviewed by BSW include: Marketing Talent Search 2013 (Debates, Speakers, Motivation), hosted by Marketing Magazine in Jakarta, 18–19 February 2013[19], Ad & Brand Review: “Daihatsu Xenia & Suzuki Karimun” in MIX[20] Marketing Communication Edisi 12/X/December 2013, Ad & Brand Review: “Garnier Light Complete, Ponds BB+ Cream, Suzuki, and Toyota” in MIX Marketing Communication Edisi 08/X/Agustus 2013, Ad & Brand Review: “BNI, Danamon, KakaoTalk, and Line” in Majalah MIX Marketing Communication Edisi 05/X/Mei 2013, Ad & Brand Review: “AXA, Prudential, Epson, and Hewlett Packard” in MIX Marketing Communication Edisi 12/IX/Desember 2012, Ad & Brand Review: “Telkomsel, XL Axiata, Bank BJB, and CIMB Niaga” in MIX Marketing Communication Edisi 11/IX/November 2012, Ad & Brand Review: “Ciptadent, Sensodyne, Metro Dept Store and Pondok Indah Mall” in MIX Marketing Communication Edisi 8/IX/Agustus 2012, Ad & Brand Review: “Minute Maid Pulpy Orange, Tropicana Twister, Asuransi AIA, and Zurich” in Majalah MIX Marketing Communication Edisi 4/IX/April 2012, Ad & Brand Review: “Gudang Garam Djaja, Sampoerna Hijau, Smartfren and XL” in Majalah MIX Marketing Communication Edisi 11/ VIII/November 2011, Ad & Brand Review: “Lampu Hori, Osram, Esia and Indosat” in Majalah MIX Marketing Communication Edisi 06/VIII/Juni 2011.[21]

Associations[edit]

BSW is tracked as member of:

References[edit]

  1. The Development of Hierarchy of Effects Model in Advertising. International Research Journal of Business Studies (IRJBS), 5 (1), April–July 2012, p. 73-85 (ISSN: 2089-6271). http://www.irjbs.com/index.php/jurnalirjbs/article/view/98#.UrgrNftn1bc
  2. Can be found in 'Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi' (Ambient Media Advertising: Concept, Message Strategy and Implementation). (2011). Jakarta: UB Press, 158p
  3. Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen (Experiential Communication Model in the Marketing Communications: A Study of Ambient Media Advertising in Gaining Consumer Audience’s Trust). Communication Spectrum Journal of Communication Studies, 1 (1), Feb 2011, p. 55-74 (ISSN: 2087-8850). http://jurnal.bakrie.ac.id/index.php/Journal_Communication_spectrum/article/view/4
  4. Komunikasi yang Koruptif (The Corruptive Communication) in F. Hamid & H. Budianto (eds). Komunikasi dan Permasalahan Korupsi di Indonesia (2012). Jakarta: Puskombis & Aspikom, pp. 81-100
  5. Introduced in the International Conference on Business and Communication, 2011 and the application of analysis method, namely Branderpreneurship Framing Analysis was firstly introduced in the 2nd National Seminar on Enterpreneurship and Business Innovation in Jakarta, 2012
  6. Mentioned in 'Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication', European Journal of Business and Management (EJBM), 5 (30), 2013 ISSN (Paper)2222-1905 ISSN (Online)2222-2839
  7. Linkedin. http://www.linkedin.com/pub/bambang-sukma-wijaya/78/65a/195
  8. This model was firstly introduced in the International Seminar on Scientific Issues and Trends (ISSIT) October, 2011
  9. This concept was firstly introduced in the National Seminar on Communication and Corruption Issues in Indonesia in Jakarta, July 7, 2012
  10. Branderpreneurship: Brand Development-Based Entrepreneurship. Proceeding International Conference on Business and Communication (ICBC) 2011
  11. As found at: http://komunikasiana.com/books/
  12. As found at: http://komunikasiana.com/scientific-journal/
  13. As found at: http://komunikasiana.com/proceedings/
  14. As found at: http://komunikasiana.com/newspaper/
  15. International Journal of Communication (IJOC), USA. http://ijoc.org/index.php/ijoc
  16. Journal Communication Spectrum (JCS), Indonesia. http://jurnal.bakrie.ac.id/index.php/Journal_Communication_spectrum
  17. Can be traced in various marketing and marketing communication magazines for various topics of reporting related to branding and communication such as advertising cases, public relation cases, brand activation cases, marketing cases, social media and digital branding cases, etc.
  18. His judgements and reviews appeared in the several national magazines of marketing and maketing communication
  19. His comments found at: http://www.marketing.co.id/kata-para-juri-tentang-speaker-talent-2013/
  20. Online version of Mix: http://mix.co.id/
  21. Most of reviews on MIX Magz. http://id.wikipedia.org/wiki/Mix_%28majalah%29#Rubrikasi
  22. IBA. http://www.brandingfield.org/p/what-is-iba.html
  23. Ikatan Sarjana Komunikasi Indonesia. http://www.iskipusat.com/
  24. Asosiasi Pendidikan Tinggi Ilmu Komunikasi. http://aspikom.org/
  25. Asosiasi Penulis Cerita. http://penulisanita.wordpress.com/about/
  26. CCI. http://www.creativecircleindonesia.com/

External links[edit]

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