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      "abstract": "esatnya perkembangan teknologi digital mendorong banyak masyarakat\r\nuntuk memanfaatkan konten visual sebagai salah satu alat pemasaran karena konten\r\nvisual efektif dalam menyampaikan pesan dengan cepat dan mudah dipahami\r\ndibandingkan dengan teks biasa. Tak heran jika banyak perusahaan atau bisnis\r\nberlomba-lomba memanfaatkan kekuatan konten visual untuk mem-branding\r\nmerek mereka. Hal ini yang kemudian mendorong meningkatnya permintaan\r\nkonten visual. Kondisi ini menciptakan peluang besar bagi Production House\r\nsebagai penyedia jasa layanan produksi konten visual sehingga banyak\r\nbermunculan Production House untuk memenuhi kebutuhan tersebut. Hal ini turut\r\nmenciptakan persaingan yang semakin ketat di industri kreatif. Persaingan ini\r\nmenuntut Production House untuk membangun kesadaran merek-nya. PT Unicam\r\nDigital Pictvres merupakan salah satu Production House di Yogyakarta. Di tengah\r\npersaingan pasar yang semakin kompetitif, PT Unicam Digital Pictvres justru\r\nmampu menunjukkan pertumbuhan yang cepat meskipun tergolong Production\r\nHouse baru. Keberhasilan ini menunjukkan adanya strategi komunikasi pemasaran\r\nyang efektif dalam membangun Brand Awareness. Penelitian ini bertujuan untuk\r\nmengetahui strategi komunikasi pemasaran PT Unicam Digital Pictvres dalam\r\nmembangun Brand Awareness. Penelitian ini menggunakan metode kualitatif\r\ndeskriptif dengan paradigma konstruktivisme melalui teknik pengumpulan data\r\nobservasi, wawancara dan dokumentasi. Sumber data yang digunakan berupa data\r\nprimer dan data sekunder. Teori yang digunakan berupa Marketing Mix (7P) dan\r\nBrand Awareness. Teknik analisis data menggunakan reduksi data, penyajian data,\r\npenarikan kesimpulan serta menggunakan triangulasi sumber sebagai teknik\r\nkeabsahan data.",
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