PRASASTI, WIDIA (2015) EVALUASI STRATEGI PROMOTIONAL MIX KORAN TEMPO JATENG-DIY DALAM MENDAPATKAN KLIEN. Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Setiap surat kabar memiliki strategi dalam kegiatan promosi yang bertujuan untuk mendapatkan klien pengiklan. Iklan di setiap edisi Koran Tempo Jateng-DIY tidak sebanyak koran lokal lainnya, padahal Tempo memiliki nama dan kredibilitas jauh sebelum munculnya Koran Tempo yang bisa menjadi nilai tambah untuk mendapatkan klien pengiklan. Strategi yang digunakan Koran Tempo Jateng-DIY yaitu strategi promotional mix yang dilaksanakan dengan mengintegrasikan kegiatan account executive, marketing communication, dan sirkulasi. Penelitian ini bertujuan untuk menganalisis setiap tahapan, capaian, dan mengevaluasi strategi promotional mix yang digunakan Koran Tempo Jateng-DIY. Metode penelitian bersifat deskriptif kualitatif menggunakan evaluasi program. Hasil dari penelitian ini dianalisis menggunakan analisis SWOT. Subyek penelitian ini adalah Koordinator Account Executive, Koordinator Sirkulasi dan Marketing Communication Koran Tempo Jateng-DIY. Hasil penelitian menunjukkan bahwa strategi promotional mix yang digunakan untuk mendapatkan klien, pada tahap pelaksanaan sesuai dengan tahap perancanaan. Tetapi hasil target klien pengiklan yang ingin dicapai tidak sesuai dengan target yang direncanakan yaitu total target billing di tahun 2014 adalah 4.243.500.000 dengan total klien sebanyak 237. Sedangkan hasil target klien pengiklan yang dicapai adalah 1.295.491.182 dengan total klien sebanyak 58 klien pengiklan. Pelaksanaan program promosi yang tidak secara rutin dan kebijakan kegiatan periklanan yang berpusat di Tempo Media Jakarta menjadi penghambat kegiatan strategi promotional mix yang dilakukan oleh Koran Tempo Jateng-DIY. Kata kunci: evaluasi, iklan, strategi, klien, Koran Tempo, promotional mix. Every newspaper has strategy in promotion activities that aim to get the advertiser client. Advertisement in every edition of Koran Tempo Jateng-DIY isn’t as much as the other local newspaper, though Tempo has a name and credibility long before the advent of Koran Tempo that can be added value to get an advertiser client. Strategy that used by Koran Tempo Jateng-DIY is promotional mix strategy implemented by integrating the activities of account executive, marketing communication, and sirkulasi. This research aimed to analyze every step, performance, and evaluate the strategy of promotional mix used by Koran Tempo Jateng-DIY. The research method is descriptive qualitative using evaluation program. The results of this research were analyzed by using analysis SWOT. These research subjects are Coordinator of Account Executive, Coordinator of Sirkulasi and Marketing Communication of Koran Tempo Jateng-DIY. The results showed that the promotional mix strategy used to obtain the advertiser client, at the step of implementation in accordance with the planning step. But the result of an advertiser client targets to be achieved not in accordance with the planned targets namely total billing targets in 2014 is 4.243.500.000 for a total of as many clients as 237. While the results achieved targets advertiser client is 1.295.491.182 with total client as much as 58 advertiser clients. Implementation of promotion programs that are not routinely and advertising activities centered policies in the Tempo Media Jakarta become inhibiting activity of promotional mix strategy conducted by Koran Tempo Jateng-DIY. Keywords: evaluation, advertising, strategy, client, Koran Tempo, promotional mix.
| Item Type: | Thesis (Other) |
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| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 06 Sep 2016 03:47 |
| Last Modified: | 06 Sep 2016 03:47 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/6018 |
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