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) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | 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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