Aktivitas promosi special event “roadshow nonton bareng” motoGP 2016 di stasiun TV Trans7 = Promotion activity for special event “roadshow nonton bareng” motoGP 2016 at Trans7

Eritza, Yoane (2017) Aktivitas promosi special event “roadshow nonton bareng” motoGP 2016 di stasiun TV Trans7 = Promotion activity for special event “roadshow nonton bareng” motoGP 2016 at Trans7. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi semakin cepat dan maju, sehingga berbagai jenis media massa muncul sebagai alat komunikasi. Salah satu media massa modern yaitu televisi, memiliki dampak ketergantungan bagi masyarakat, oleh karena televisi tidak hanya memberikan hiburan, informasi, dan kepuasaan tertentu tetapi dapat menjadi social control bagi khalayaknya. Trans7 merupakan salah satu stasiun televisi ternama di Indonesia yang menyediakan program-program acara menarik untuk para audience-nya. Namun, semakin maraknya persaingan antar stasiun televisi di Indonesia, kualitas program acara perlu semakin ditingkatkan dan strategi promosi untuk mempromosikan brand televisi dan program acara juga semakin diperluas dengan menggunakan promosi off-air yaitu salah satunya mengadakan sebuah event. Trans7 mempunyai beberapa departemen yang membantu Trans7 agar menjadi stasiun televisi terbaik. Salah satunya adalah Departemen Marketing Public Relations yang membantu Trans7 dalam bidang pemasaran dan promosi. Tim special event Trans7 menggunakan bauran komunikasi pemasaran untuk mempromosikan program acara mereka yaitu MotoGP dengan mengadakan event “Roadshow Nonton Bareng” MotoGP 2016. Event ini memiliki keunggulan lebih dibandingkan event “nonton bareng” lainnya karena mempunyai target audience yang luas dan merupakan event besar yang diisi dengan berbagai kegiatan, hiburan, dan persediaan yang cukup lengkap. Special Event “Roadshow Nonton Bareng” MotoGP Trans7 ini pun menjadi salah satu strategi promosi yang efektif dan unggul yang digunakan oleh Trans7./ Technology has been developing rapidly, causing various mass media is used as communication channel. Television is one of the modern mass media. People has become the bondage of television because it is caused not only by the fact that television is an entertaining platform, delivers informations, and develops personal enjoyment, but can also become social control for their audiences. Trans7 is one of the most well-known television networks in Indonesia that offers various entertaining programs for its audiences. Despite that, due to the high rivalry in the work field of television networks, the quality of the programs must be enhanced and they must have clever advertising strategies to elevate its brand and promote its on-air programs by having an off-air promotion such as conducting an event. Trans7 has several departments that help them to be the top among other television networks. For instances, it has Marketing Public Relations Department that assists Trans7 in marketing communication mix and promotions. The special event team used communication marketing to promote their program, MotoGP, by holding an event, named “Roadshow Nonton Bareng” MotoGP 2016. The event has more advantages compare to other “nonton bareng” events due to its broad target audiences. Moreover, the event offers diverse activities, entertainments, and was fully equipped. The Special Event “Roadshow Nonton Bareng” MotoGP has become the example of an effective and successful promotion that was organized by Trans7.

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