AKTIVITAS KOMUNIKASI ACCOUNT EXECUTIVE TABLOID NOVA DI INDUSTRI MEDIA

PERINGETEN, REGINA FORTUNATA (2020) AKTIVITAS KOMUNIKASI ACCOUNT EXECUTIVE TABLOID NOVA DI INDUSTRI MEDIA. S1 thesis, Universitas Mercu Buana.

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Abstract

Personal selling is a form of person-to-person communication where the seller tries to help and / or persuade potential buyers to buy the company's products or services or to act on ideas. One of the many products or services that are marketed using personal selling techniques today is advertising services. In connection with advertising services, especially in print media, which is still believed to advertise, personal marketing strategies are needed by the account executives of each company that offers advertising cooperation. The informants interviewed were tabloid Nova’s account executives and tabloid Nova’s account directors. The purpose of this study was to investigate the communication activities of tabloid NOVA’s account executives in the media industry by using the personal selling theory contained in the Belch and Belch books, namely Advertising and Promotion and Integrating Marketing Communications Perspective. The study was conducted with a qualitative research approach and with the case study research method. The results of this study discuss the steps of personal selling carried out by tabloid Nova’s account executives in conducting communication activities in the media industry, from finding prospective advertiser to the buying process. Thus, researchers were able to obtain an overview of the communication activities of tabloid NOVA’s account executives in the media industry. This researcher conclude that tabloid Nova’s account executive has implemented a personal selling strategy well according to the step put forward by Belch and Belch. Keyword : Communication activities, Account executive, Advertising, Tabloid Nova Personal selling merupakan suatu bentuk komunikasi orang ke orang di mana penjual berusaha untuk membantu dan / atau membujuk calon pembeli untuk membeli produk atau layanan perusahaan atau untuk bertindak berdasarkan ide. Salah satu dari sekian banyak produk atau jasa yang dipasarkan menggunakan teknik personal selling saat ini adalah jasa pemasangan iklan. Sehubungan dengan jasa pemasangan iklan khususnya pada media cetak yang sampai saat ini masih dipercayai untuk memasang iklan maka dibutuhkan strategi pemasaran personal selling yang dilakukan account executive dari masing-masing perusahaan yang menawarkan kerjasama pemasangan iklan. Informan yang diwawancarai adalah account executive tabloid Nova dan account director tabloid Nova. Tujuan dari penelitian ini adalah untuk mengetahui aktivitas komunikasi account executive tabloid NOVA di industri media dengan menggunakan teori personal selling yang ada di dalam buku Belch dan Belch, yaitu Advertising and Promotion an Integrating Marketing Communications Perspective. Penelitian dilakukan dengan pendekatan penelitian kualitatif dan dengan metode penelitian studi kasus. Hasil penelitian ini membahas mengenai langkah-langkah personal selling yang dilakukan oleh account executive tabloid Nova dalam melakukan aktivitas komunikasi di industri media, dari mencari calon pengiklan sampai pada proses pembelian. Dengan demikian, peneliti mampu memperoleh gambaran mengenai aktivitas komunikasi account executive tabloid NOVA di industri media. Peneliti ini menyimpulkan bahwa account executive tabloid Nova telah mengimplementasikan strategi personal selling dengan baik sesuai langkah�langkah yang dikemukakan oleh Belch dan Belch. Kata Kunci : Aktivitas komunikasi, Account executive, Iklan, Tabloid Nova

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