Ambient Media Advertisement of Catur Insan Cendekia University to Improve Brand Awareness

Abstract

Catur Insan Cendekia University (UCIC) is a university located in Cirebon. Compared to other universities in Cirebon that were already established first, UCIC still has low brand awareness mainly among the high school student. To improve it, a lot of promotion activities has been done especially before and after high school graduation. Thanks to those activities, the amount of new students increased. But, UCIC still needs a new strategy for promotion which is better and can boost brand awareness. This research will design ambient advertisement as additional promotion media. Ambient media is chosen because it is unique and can use media or places which are close to the target audience. This strategy also hasn’t been done by the other universities. This ambient advertisement will take inspiration from “Digital Network Connection'', which will show how this college can make the students connected to each other.