Built-In Content sebagai Pesan Komunikasi Pemasaran pada Program Rating 5 GTV

Zhevio Aufa Amanu; Wahyu Budi  Priatna

doi:10.35457/translitera.v14i2.4503

Authors

Zhevio Aufa Amanu IPB University
Wahyu Budi Priatna IPB University

DOI:

https://doi.org/10.35457/translitera.v14i2.4503

Keywords:

Built-In Content; Marketing Communication; Engagement;Integrated Marketing Communication (IMC)

Abstract

This study analyzes the effectiveness of built-in content strategies as a form of marketing communication in the "Rating 5" program on GTV. A descriptive qualitative approach is employed to explore audience perceptions and evaluate how effectively this strategy creates an emotional connection between the brand and viewers. Data were collected through in-depth interviews with key informants and analyzed using the Integrated Marketing Communication (IMC) framework. The findings reveal that the success of built-in content strategies is influenced by contextual relevance and seamless integration within the program’s narrative, which enhances positive brand perception without disrupting the viewing experience. This strategy also plays a role in strengthening consumer-brand relationships amid digital media disruption.

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