BAURAN PROMOSI DALAM MENINGKATKAN JUMLAH PEMASANG IKLAN (Studi Deskriptif Kualitatif Pada Surat Kabar Harian Harian Jogja)

MIMIP TAHURROHMAT, NIM: 11730131 (2015) BAURAN PROMOSI DALAM MENINGKATKAN JUMLAH PEMASANG IKLAN (Studi Deskriptif Kualitatif Pada Surat Kabar Harian Harian Jogja). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Print media industry is growing rapidly and has a high level of competition. This phenomenon requires print media industry to dynamically develop its markets with innovative products, services or processes in order to compete with its competitors. Therefore the promotion strategies conducted by every publishing company are also becoming varied and evolving due to the increased competition in the era of free market and economy liberalization that knows no boundaries, dimensions of space and time. The purpose of this study is to determine the promotional strategy adopted by Harian Jogja daily newspaper in increasing the number of advertisers. This research is a descriptive qualitative field research. The collected data comprises of primary and secondary data. The primary data are obtained through observations and interviews in the promotion and marketing division, while the secondary data are obtained through documents, archives, research reference books, the internet and various references relevant to the research problems and research grounds. The results show that the promotion strategy of Harian Jogja aims to build or improve the brand image in people’s mind and prospective advertisers. A strongly built brand image would be firmly fixed in the mind of the people which by itself would boost advertisers’ trust. In achieving its goal, Harian Jogja uses all kinds of promotional combination, namely: 1) Advertising and Publicity, 2) Face to Face Selling, 3) Public Relations and Events, 4) Sales Promotion, 5) Direct Marketing. In order to increase the number of advertisers, Harian Jogja prioritizes the method of face to face selling, and direct marketing. Face to face selling allows the seller (Harian Jogja) to meet or interact directly with prospective buyers (advertisers), as it is done face to face, the seller can see the reaction of the buyers directly so the seller can immediately adjust the approach, so that futile efforts can be minimized. In addition, face to face selling can strengthen relations between the two sides. Keywords: Promotion Strategy, Increasing the Number of Advertisers

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