%A NIM. 09730043 SEPTIANA MAULINA RAHAYU 
%O Pembimbing :  Drs. Bono Setyo, M.Si


%T STRATEGI KOMUNIKASI PEMASARAN
DALAM BISNIS KULINER BERBASIS MIX MEDIA
(STUDI DESKRIPTIF KUALITATIF FOODFEZT YOGYAKARTA)

%X FoodFezt is a restaurant in Yogyakarta, which until now has loyal customers.
Media strategy that used by FoodFezt is using media mix strategy, which utilizes a
blend of conventional media and new media. In delivering promotional and
marketing messages, each of these media has different marketing functions. Where
conventional media more emphasis to the delivery of information to target
consumers, while new media is used to create an interaction with the target consumer.
In addition, marketing communications that conducted by FoodFezt also use
cross communication. Cross communication is marketing communication approach
that conducted by using type of media that have a proximity to consumer target, and
puts consumers target as a marketing agent of a product. By creating a 'trend' through
the media, a consumer will always talking about those product to their social
environment, and then those product information become top of mind.

%K Keyword: FoodFezt; media mix; cross communication
%D 2014
%I UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA
%L digilib14690