CD Skripsi

Implementasi Event Marketing Oleh Promotor Kanal Space Dalam Membentuk Kesadaran Merek Konser Panggung Panas Di Pekanbaru

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In building brand awareness for a new brand that is being introduced to the public, an appropriate marketing communication strategy is essential to attract potential consumers and instill the brand in their minds. Event marketing is one of the forms of marketing communication frequently used by companies to allow potential consumers to experience and understand a brand firsthand. Kanal Space’s promoters, in their effort to build brand awareness for the "Panggung Panas" concert, utilized event marketing by conducting a roadshow to 15 different locations. They used an innovative and creative concept to attract consumers to attend the event. The aim of this study is to analyze the market segmentation used by Kanal Space’s promoters in marketing the "Panggung Panas" concert and to explore the forms of entertainment, excitement, and enterprise carried out during the roadshow events.
This study uses a qualitative research method. Research informants were selected using purposive techniques. Data and information were collected using interviews, observations, and documentation. Data analysis collection techniques are data reduction, triangulation, and drawing conclusions. The data validity checking technique used is triangulation by checking this from the results of comparing observation results with interview results, as well as data results obtained in other ways.
The results of this study show that Kanal Space's promoters successfully implemented marketing communication strategies through event marketing to increase brand awareness for the "Panggung Panas" concert. The choice of market segmentation, focusing on the youth in Pekanbaru, aligned well with the event marketing strategy of holding roadshows at various coffeeshops, popular hangouts for young people. Additionally, the entertainment and excitement concepts presented during these events successfully introduced a new trend that resonated with the targeted youth audience. From a business perspective, Kanal Space was able to offer a fresh touch of creativity and innovation, which aligned with the company's image, adding value to the business and positively impacting its overall goals.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001113397

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001113397

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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