STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBENTUK BRAND AWARENES (STUDI DESKRIPTIF KUALITATIF PADA SKH TRIBUN JOGJA)

SUNARYO HADI , NIM. 07730078 (2014) STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBENTUK BRAND AWARENES (STUDI DESKRIPTIF KUALITATIF PADA SKH TRIBUN JOGJA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

Jogjakarta is a city that is predicated as a student city, the increasing number of university standing on the ground jogja city, the impact on the number of students from outside the city of Yogyakarta. these things have an effect on the increase in population density in Yogykarta. Hence the need for information or news is also increasing. One of the mass media that is not foreign to the people of Jogja is the Sovereignty of the People's Daily newspaper, or better known as KR. Since 1945 there has been a daily newspaper (SKH) KR circulating all over the city, until this moment was this newspaper still circulated every early morning in order to meet the public's thirst Jogja will need information and news that is happening in Jogja. Over time, other newspapers began to emerge that the coloring hunting community in selecting the desired print media. And came in second, the second where the scent of competition among suppliers of daily newspapers in Jogjakarta has increased sharply with the emergence of the newspaper brands in Jogjakarta. One is the daily newspaper Tribune Jogja, newspapers that will be the object of research by the authors in terms of its marketing communications strategy in shaping the brand awarnes. Researchers will use a qualitative descriptive method to exposure systematically. In this study, SKH company Tribune Jogja in shaping brand MCO awarenss use optimization strategies to make an integrated marketing communications. That is, this company combines the various elements of the marketing communications mix into a single unit just as: personal selling, direct selling, and public relations.

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