PERENCANAAN IKLAN MEDIA LINI BAWAH DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF KEMASAN “OLEH-OLEH KHAS PATI” DI KIOS KELINCI PADA PT DUA KELINCI)

FITHRI HAMIDAH, NIM. 09730025 (2013) PERENCANAAN IKLAN MEDIA LINI BAWAH DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF KEMASAN “OLEH-OLEH KHAS PATI” DI KIOS KELINCI PADA PT DUA KELINCI). Skripsi thesis, UIN SUNAN KALIJAGA.

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	Text (PERENCANAAN IKLAN MEDIA LINI BAWAH DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF KEMASAN “OLEH-OLEH KHAS PATI” DI KIOS KELINCI PADA PT DUA KELINCI)) BAB II, III.pdf - Published Version Restricted to Registered users only Download (3MB)

Abstract

Planning is the first step to be done by the company to reach the marketing goal. By planning, companies can determine what should be done and what should not be done. PT Dua Kelinci always do planning in every promotional product. For example, when advertising product package typical souvenirs of Pati, planning is done seriously in order to reach turnover of billions per year. However, the planning which is done by PT Dua Kelinci is different with planning in general, because the planning is done to determine positioning products that have been marketed. The type of this research is descriptive qualitative and aimed to determine the below the line media advertising planning conducted by PT Dua Kelinci trough Oleh-oleh khas Pati in Kios Kelinci. To describe the planning of these advertisement use of six stages of planning theory proposed by Monle & Carla (2007:156), while the source data obtained from interviewing the parties involved in the planning of the advertisement as well as observation and documentation made during research at PT Dua Kelinci. Based on the research that has been done, advertising planning of PT Dua Kelinci merely through four stages of six advertising planning proposed by Monle & Carla (2007:156) encompass reviewing marketing plans, determining advertising objectives, developing and implementing creative strategies, and developing and implementing media strategies. While the two planning are not carried out are the company's internal and external analysis and evaluation of advertising. PT dua Kelinci do not do two stages of planning based on consideration of marketing activities that have been done before. Below the line media advertising in the form of packaging “oleh-oleh khas Pati” wich is planned by PT Dua Kelinci was successfully increasing sales.Proven by the levels obtained from the percentage of the overall product contribution in 2012, for products with package group, occupy the top position 58%, followed by retail product 11% and others 10%. PT Dua Kelinci realize the important role packaging as an advertising media. The more attractive and durable packaging it, then the longer the advertisement spread to anyone who saw it. So although branding of Oleh-oleh Khas Pati done with local media but have a national impact. Keyword : Advertising planning, b

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