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Rakhmawati, Diana (2008) BAURAN KOMUNIKASI PEMASARAN JEMBER FASHION CARNAVAL COUNCIL DALAM MENINGKATKAN POTENSI WISATA KABUPATEN JEMBER (Studi Pada Jember Fahion Carnaval Council Kabupaten Jember). Other thesis, University of Muhammadiyah Malang.


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Jember Fashion Carnaval is an event which held and pioneered by Dynand Fariz in Jember Residence. In order to get JFC popular, there needed a right marketing communication which should be done by Jember Fashion Carnaval Council as institution which handling JFC. Marketing communication would decide whether JFC would be success or not. Mixmarketing communication of is a concept about various marketing communication model to reach the organization’s goal. This time, the writer interested to discuss about how the marketing communication which was done by Jember Fashion Carnaval Council. Mixmarketing communication described as practical and controlled marketing tools which is mixed by the company to create market respond. The mixmarketing communication is a mix of five marketing communication model. They are advertising which was an impersonal promotion and it consisted of standard message transmission to most of message receiver; sales promotion consisted of a group marketing technique which was designed to add the product or service value so that there was could be reached the aim of specific selling and marketing; public relation is a tool to state the key information to the public so that the company’s goal could be reached; personal selling was a direct facetoface selling, which was an effective marketing activity and cost much; direct selling was a direct marketing communication to support the succed of marketing activity. The research was qualitative with descriptive approach. The focus was mixcommunication which was done by JFC in increasing tourism potential. The informans were decided by purposive sampling technique, so that there got 3 research informers. Dtaa collection technique used was interview and documentation. So that by the data collection technique the data collection would be analyzed by statecomparison. From various data collection technique and existing facts in field, there found that mixmarketing communication which was done by JFCC was using all marketing communication model in mixcommunication, those were 5 marketing communication model fit with Philip Kotler marketing communication theories. Those 5 mixmarketing communication model were advertising, by using banner, poster, and website; sales promotion used media flyer, billboard, exhibition, and promo event; public relation by using press release and using advertorial activities involved many mass media inside and outside the nation whether printed or electronic; personal selling by direct visit with institution related with JFC held and direct selling by send to various media to the institution related with JFC. Before applied various communication method, there was done market segmentation to decide target as marketing communication target. Mixmarketing communication which was done by JFC had succeed. It could be seen from the increasing of tourists visiting each year and JFC icon as world tourism trend had been formed in the eyes of the society which became new tourism potential in Jember Residence.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anggit Aldila
Date Deposited: 13 Jun 2012 03:49
Last Modified: 13 Jun 2012 03:49

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