CD Tesis

Strategi Komunikasi Pemasaran Bono Production Di Masa Pandemi Covid 19 Kota Pekanbaru

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The research was conducted to see the increasing phenomenon of ska mall visitors, and Bono Production held several events during the Covid 19 pandemic. The aim was to determine the Marketing Communication Strategy, event concept, and the marketing mix of Bono Production during the Covid 19 pandemic in Pekanbaru City.
This research was conducted in September - Novomber 2020, This research method is descriptive qualitative. The informants of this research are Owner Bono Production Mr. M. Ikhsan, Bussiness manager Mr. Dion, MC namely Alvin, Business Marketing Mr. Furqon Chandra and data collection techniques are interviews, observation and documentation.
The results of the research on Bono Production's marketing communication strategy during the Covid Pandemic 19 in Pekanbaru city are advertising, direct marketing, public relations, personal selling, and word of mouth. The concept of the Bono Production event is the MICE event category with festival characteristics and included in the hallmark event category. The marketing communication mix built by Bono Production is product, price, people, place, process and physical evidence. SOSTAC analysis theory (Situation, Objectives, Strategy, Tactics, Action, Control). Bono Production reads the situation of ska mall visitors who began to get busy during the Covid 19 pandemic in Pekanbaru City, the object of which is that bono production must be able to adjust the concept of the events that are displayed during the Covid 19 pandemic.
Key words: Marketing Communication Strategy, Promotion Mix, SOSTAC Theory

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 11. 220 (0024)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2020

Deskripsi Fisik

xi, 108 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 11. 220 (0024)

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

FATAH

Versi lain/terkait

Lampiran Berkas

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