Pengembangan Wallpainting sebagai Media Komunikasi Pemasaran: Studi Deskriptif Pengembangan Wallpainting sebagai Media Komunikasi Pemasaran oleh PT XL Axiata Tbk.

Over the past few years there has been significant growth in the use of support media, both traditional and new media forms. In many ways, the consumers efforts to avoid commercial exposure may have had an opposie effect, as it seems ads now appear in many places not previously home to such messages. The supporting media that have been choose and maximize by large corporations is outdoor media. Outdoor media advertising is popularly used billboards. Billboard has the most large size compared to other outdoor advertising, so the billboard has the highest level of readability. However, its price is relatively expensive and the construction that is heavy and bulky still be the reason for the company to try new outdoor media, such as murals. Although it has characteristics similar to the billboards, murals media is far less expensive and more practical than the billboard. After becoming famous, mural finally considered by companies as a new medium for advertising with the term wallpainting. Many companies especially mobile telecommunications company using wallpainting as their marketing communication media, one of them is PT XL Axiata Tbk. PT XL Axiata trying to build an awareness of the introduction of a brand with a simple visual identity, unique, memorable and easily recognized, as on wallpainting XL. The efforts to understand the practical design of brand messages in a wallpainting is a fairly complex process. Basically, practical development of wallpainting is a creative process that is able to create marketing activities to increase engagement between brands and consumers through outdoor media. Wallpainting development process, will describe the development factors, dynamics XL wallpainting management practices, and performance of human resources involved in the development process. The process of sending messages through wallpainting brand can be trusted to provide awareness of the brand to the audiences. When the media is treated with full of creativity, it will eventually create display ads, wich always new and unprecedented. Keywords: support media, outdoor media, wallpainting, media marketing communicatio