AN ANALYSIS OF THE SIGNIFICANCE OF “LIFE IS EASY WITH AUTO2000” CAMPAIGN TOWARDS CUSTOMERS’ BRAND AWARENESS IN AUTO2000 PLUIT

Abstract

The goal of advertising is to draw an audience’s attention to a product or service offered by a company. Potential customers are educated that the product can be beneficial for them, so they will have a reason to invest in it. Advertising is also important to connect to current customers and remind them why they have chosen the right company. Current consumers can also be kept up to date with the latest products and services available to them. Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. If an advertisement succeeds on both it can help to draw customer to the product or service and build a relationship between the consumer and company. Establishing this connection should lead to a boost in sales for the business in order to marketing goods, it is important for company to advertising its goods and also the company image. Therefore a lot of big companies spend billions of rupiah in advertisement expense to maintain a good company image. Sales Operation as we known (Auto2000) had spent billions of rupiah for advertisement expense. The recent campaign of Auto2000 is “Life is Easy with Auto2000” which explains twelve reasons why choosing Auto2000. Therefore, the researcher would like to know the significance of the campaign, and its effect toward customer’s brand awareness. By conducting this study, Auto2000 can determine the significance of their campaign, and improve customers’ brand awareness. Analyzing promotion mix done by Auto2000 which include advertising and public relations， Meanwhile, the research conducted in Auto2000 Pluit, and the customers in this research are those who are the customer of Auto2000 Pluit using questionnaires to collect the data. Based on the conducted research, it can be concluded that advertising and public relations do have quite significance influence toward customer’s brand awareness. This is clearly seen from the responses.