TY  - THES
N1  - Pembimbing: Rika Lusri Virga, S.IP, M.A
ID  - digilib12749
UR  - https://digilib.uin-suka.ac.id/id/eprint/12749/
A1  - FITHRI HAMIDAH, NIM. 09730025
Y1  - 2013/07/01/
N2  - 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
PB  - UIN SUNAN KALIJAGA
KW  - Advertising planning
KW  -  below the line media
KW  -  packaging.
M1  - skripsi
TI  - PERENCANAAN IKLAN MEDIA LINI BAWAH DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF KEMASAN ?OLEH-OLEH KHAS PATI? DI KIOS KELINCI PADA PT DUA KELINCI)
AV  - restricted
EP  - 133
ER  -