MANENTONAU, FRETS FERDINAND (2018) STRATEGI PERSONAL SELLING IKLAN BUILT IN PADA PROGRAM BERITA LIPUTAN 6 SCTV DALAM MENINGKATKAN PENDAPATAN IKLAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Limitations on the commercial break by the regulations of KPI absolutely is being a barrier for TV stations to increase the revenue from commercial side, in addition the lower the rating share of the viewers on the commercial break is also disadvantageous the advertisers. Built in of advertisement offering which has part of the tv program and has being solutions for both sides. Researchs with the qualitative method and case study analysis aims to get information of personal selling strategy that has been using by SCTV in promoting of the built in product of the Liputan 6 program. As a news program liputan 6 has both advantages and limitations in running the built in ads. The result of this study is shown that personal selling approach of liputan 6’s product introduction has became the marketing team method and this is also expected to increase the advertiser’s awareness to get know more about the advantages which is owned by Liputan 6. Besides, the success level of built in ads promotion in the program of Liputan 6 is also determined by the creative team itself in concepting their creative ideas which are aligned with the product that advertised and also to be setted in news package program, as well as specific time management or special event that offered to the advertisers. Keywords : Built In Ad, Personal Selling, Liputan 6, Pembatasan durasi iklan oleh peraturan KPI (Komisi Penyiaran Indonesia) tentu saja jadi penghalang bagi stasiun televisi untuk menambah pemasukan dari iklan, selain itu semakin rendahnya share rating penonton jeda iklan juga merugikan pengiklan, penawaran iklan built in yang berada dalam tubuh program televisi merupakan solusi yang saling menguntungkan bagi stasiun televisi maupun pengiklan. Penelitian dengan pendekatan metode kualitatif dan analisis studi kasus ini bertujuan untuk mengetahui strategi personal selling yang digunakan oleh SCTV dalam memasarkan produk iklan built in pada program berita Liputan 6. Sebagai sebuah program berita, Liputan 6 memiliki keunggulan sekaligus keterbatasan dalam menayangkan iklan built in. Hasil penelitian ini menunjukkan bahwa pendekatan personal selling dalam memperkenalkan produk Liputan 6 menjadi metode tim marketing dan diharapkan dapat meningkatkan kesadaran pengiklan untuk lebih mengenal dan mengetahui keunggulan-keunggulan yang dimiliki oleh Liputan 6. Selain itu tingkat keberhasilan pemasaran iklan built in pada program Liputan 6 juga ditentukan oleh tim kreatif redaksi Liputan 6 dalam mengkonsep ide-ide kreatif yang selaras dengan produk yang diiklankan dan penempatannya dalam program paket berita, serta manajemen waktu-waktu khusus atau spesial event yang ditawarkan kepada pengiklan. Kata Kunci : Iklan Built In, Personal Selling, Liputan 6
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-18-005 |
| NIM/NIDN Creators: | 55213120050 |
| Uncontrolled Keywords: | Built In Ad, Personal Selling, Liputan 6, Iklan Built In, Personal Selling, Liputan 6, KOMPOL, komunikasi politik |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 23 Mar 2022 07:09 |
| Last Modified: | 20 Jun 2022 04:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58674 |
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