PURNAMASARI, INDAH (2013) STRATEGI MARKETING COMMUNICATION PT. TEMPO INTI MEDIA Tbk YOGYAKARTA DALAM MEMBANGUN BRAND AWARENESS KORAN TEMPO MELALUI PROGRAM REGULER FORUM TEMPO YOGYAKARTA. Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Strategi marketing communication yang dilakukan oleh PT. Tempo
Inti Media dengan program reguler Forum Tempo Yogyakarta merupakan
salah satu tujuan membangun brand awareness Koran Tempo yang sangat
lemah. Dalam hal ini Tempo belum memiliki peningkatan brand awareness
Koran Tempo selama masa terbentuknya kantor cabang di Yogyakarta. Jenis
penelitian yang digunakan adalah deskriptif kualitatif yang mendeskripsikan
mengenai strategi marketing communication apa yang digunakan dalam event
Forum Tempo Yogyakarta dan data hasil penelitian didapatkan dari hasil
wawancara dan observasi. Strategi marketing communication yang digunakan
Tempo adalah bentuk event Forum Tempo Yogyakarta yang terbentuk tahun
2012 dengan pendekatan bauran promosi yaitu advertising, personal selling,
sales promotion, dan direct selling. Dalam pengamatan peneliti selama event
Forum Tempo Yogyakarta berlangsung, terjadi peningkatan brand awareness
yang cukup. Hal tersebut dapat dilihat dari meningkatnya billing iklan yang
tentunya didorong peningkatan relationship dengan klien baru yang berasal
dari perguruan tinggi, hotel, dan sebagainya, yang berkesinambungan dengan
fokus Forum Tempo Yogyakarta yaitu mahasiswa, akademisi, dll. Namun
terdapat hal yang kurang signifikan terkait dengan konsep promosi yang
digunakan yaitu adanya promosi advertising yang tidak dijalankan, ataupun
kegiatan direct selling yang tidak pernah ditindaklanjuti. Hal ini mendorong
kurangnya pendekatan yang signifikan dengan peserta pada saat event
Marketing communication strategies carried by PT. Tempo Inti Media
Forum with regular program Tempo Yogyakarta is one purpose of building
brand awareness Tempo is very weak. In this case Tempo do not have an
increased Tempo newspaper brand awareness during the formation of a
branch office in Yogyakarta. This type of research is descriptive qualitative
description about what marketing communication strategies used in the event
Tempo Forum Yogyakarta and research data obtained from interviews and
observations. Marketing communication strategies used Tempo is the form of
event Tempo Yogyakarta Forum formed in 2012 with the approach of the
promotional mix of advertising, personal selling, sales promotion, and direct
selling. In observation of the researcher during the Tempo Yogyakarta Forum
event took place, there was a considerable increase in brand awareness. This
can be seen from the increased billing is certainly driven by higher
advertising relationships with new clients who come from universities, hotels,
and so forth, with a continuous focus Tempo Forum Yogyakarta as students,
academics, etc.. But there are things that are less significantly associated
with the promotion of the concept used is the advertising campaign is not
executed, or direct selling activities that were never followed up. This
encourages a lack of significant approaches to the participants during the
event.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HE Transportation and Communications |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 17 Nov 2016 02:02 |
| Last Modified: | 17 Nov 2016 02:02 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8910 |
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