CD Skripsi

Komunikasi pemasaran pada event bandaraya jazz festival 2024 di kota pekanbaru

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This study aims to analyze the marketing communication strategies implemented at the Bandaraya Jazz Festival 2024 using the Integrated Marketing Communication (IMC) approach developed by Terrence A. Shimp. IMC is a unified approach that combines various elements of marketing communication into a single strategy to deliver consistent and effective messages to the audience. In the context of a music festival, effective communication strategies are essential to reach the target audience, build enthusiasm, and strengthen the event’s image.
This research uses a qualitative method with a descriptive approach. Data collection techniques include direct observation during the event, in-depth interviews with the organizers, and documentation analysis of promotional materials. The analysis focuses on the implementation of the six core elements of IMC: advertising, sales promotion, direct marketing, public relations, interactive marketing, and personal selling. Each element is evaluated based on its alignment with the theory and the effectiveness of its implementation in the context of the festival.
The findings show that all elements of IMC were applied in the marketing communication strategy of the Bandaraya Jazz Festival 2024. However, their implementation has not been optimal, particularly in terms of message consistency across communication channels and limited media reach. Therefore, although the IMC framework has been fully adopted, this study recommends further evaluation and optimization of the strategy to enhance the impact of marketing communication, attract greater audience participation, and improve the overall success of the event.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101124900

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101124900

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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