Aktivitas publicity di majalah sebagai bentuk marketing komunikasi terhadap gen y yang dilakukan oleh advertising & promotion department, fashion & lifestyle division, pt mitra adiperkasa, tbk.

Niode, Mellysa (2011) Aktivitas publicity di majalah sebagai bentuk marketing komunikasi terhadap gen y yang dilakukan oleh advertising & promotion department, fashion & lifestyle division, pt mitra adiperkasa, tbk. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan dalam industri ritel di Indonesia saat ini mendorong PT Mitra Adiperkasa, Tbk. untuk melakukan strategi promosi yang efektif serta efisien untuk menarik customer. Salah satu bentuk promosi yang dipakai oleh Advertising & Promotion Department adalah melalui publisitas yang dilakukan di majalah majalah fashion terkemuka. Penulis melakukan magang di Advertising & Promotion Department, Fashion & Lifestyle Division Di PT Mitra Adiperkasa, Tbk. dan melihat adanya penerapan kegiatan promosi berupa publicity dalam bentuk product exposure, editorial coverage, feature article, serta news di majalah-majalah. Penerapan promosi yang dilakukan MAP sesuai dengan konsep-konsep yang Penulis temukan saat melakukan tehnik kepustakaan. Penulis membandingan penerapan di lapangan dan konsep yang ada di buku-buku. Dari pelaksanaan magang yang dilakukan Penulis, Penulis melihat adanya penerapan konsep IMC pada kegiatan promosi yang dilakukan oleh Advertising & Promotion Department. Penulis melihat MAP berusaha berkomunikasi dengan target market-nya dalam bentuk publicity. Pada penerapan konsep ini sebaiknya MAP memberikan perhatian lebih kepada aktivitas publicity yang dilakukan untuk brand-brand yang masih kurang jumlahnya bila dibanding dengan brand lain. Hal ini untuk menciptakan keseimbangan kegiatan promosi untuk tiap brand. / Competition in Indonesia’s retail industries is pushing PT Mitra Adiperkasa, Tbk. to perform an effective promotional strategies and efficient way to attract customers. One of promotion tool performed by Advertising & Promotion Department is through publicity via leading fashion magazines. During Author’s internship at Advertising & Promotion Department, Fashion & Lifestyle Division at PT Mitra Adiperkasa, Tbk., The Author sees the implementation of promotional activities in the form of publicity such as product exposure, editorial coverage, feature articles, and news in the magazines. Application of the campaign carried out in accordance with the concepts which the Author found while doing library research techniques. The Author compares the application in the field with the concept that is in the books. From the implementation of internship conducted by the Author, the Author saw the application of the concept of IMC in promotional activities undertaken by Advertising & Promotion Department. The Author saw MAP trying to communicate with target market in the form of publicity. On the application of this concept, MAP should give more attention to the publicity activities, which is created for a brand that is still less in number compare to other brands. This is due to creating a balance in promotional activities for each brand.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Niode, MellysaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorS., Palar P.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: publicity activity
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:27
Last Modified: 05 Dec 2019 08:56
URI: http://repository.uph.edu/id/eprint/1161

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