STRATEGI KOMUNIKASI PEMASARAN PADA EVENT INDONESIA INTERNATIONAL MOTOR SHOW DALAM MENINGKATKAN PARTISIPASI MEDIA PARTNER

Shahnahdah Zalfa Bustomi, . (2024) STRATEGI KOMUNIKASI PEMASARAN PADA EVENT INDONESIA INTERNATIONAL MOTOR SHOW DALAM MENINGKATKAN PARTISIPASI MEDIA PARTNER. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Events are important events for all levels of society. Through events a product or service company can promote its brand. Event is one that is relied upon in Indonesia. IIMS is the largest automotive exhibition in Indonesia organized by PT Dyandra Promosindo. An event will not run without the divisions that fill the team in the activity. In an event, the marketing communication team or division will always be relied upon as a third-party intermediary or in this research marketing communication is responsible for promotions, materials, and media partners. The marketing communication team must use strategies to continue to increase media partner participation in the IIMS event every year. This research uses a descriptive qualitative method that focuses on marketing communication strategies at the Indonesia International Motor Show event in increasing media partner participation. The informants of this research amounted to 3 people who were selected with certain criteria. This research uses the concept of marketing communication. This research uses data collection techniques in-depth interviews, observation, and documentation in descriptive form. The results of this study are that the marketing communication team carries out strategies such as; recognizing target audiences, determining communication objectives, designing messages, selecting communication channels, determining promotional budgets, determining the promotion mix which in this study chose direct marketing via email and WhatsApp as well as public relations, and the last is evaluation.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411210] [Pembimbing: Witanti Prihatiningsih] [Penguji 1: Siti Maryam] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Event, Media Partner, Strategi Komunikasi Pemasaran, Marketing Communication
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: SHAHNAHDAH ZALFA BUSTOMI
Date Deposited: 21 May 2024 06:56
Last Modified: 30 Sep 2024 06:20
URI: http://repository.upnvj.ac.id/id/eprint/30012

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