An Effort to Improve the Effectiveness of Integrated Marketing Communication on Anticorruption Campaign
Integrated Marketing Communication (IMC) is often used as a promotional activity of brands, products or ideas. In Indonesia, Komisi Pemberantasan Korupsi (Corruption Eradication Commission) has been using IMC to disseminate anticorruption values to society in purpose to reduce and eliminate corruption acts in Indonesia. To improve the effectiveness of IMC on anticorruption campaign, particularly to the youth, this study aims to measure students’s attitude towards anticorruption values. It is also to describe the exposure of the agency’s IMC programs on anticorruption campaign to students, and to discuss the relationship between the two variables: anticorruption campaign exposure and students’s attitude towards anticorruption values. Quantitative approach is used by conducting a survey to Bina Nusantara University students. Descriptive and correlation analysis are used to analyze the data. It is found that students fairly accept the anticorruption values, although there is still lack of exposure to them on the IMC programs. The correlation analysis shows no significant relationship between the two variables. However, the students can accept the importance of anticorruption values which this fact can support the work of the initiator in doing their future campaign. Further research is suggested to conduct it in wider scope.
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Document Type: Research Article
Publication date: April 1, 2015
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