IDENTIFIKASI FAKTOR FAKTOR YANG MEMPENGARUHI KINERJA IKLAN KLASIKA Studi Kasus Kompas Edisi JawaTimur

• Main Authors: , Nor Hidayat, , Prof. Lincolin Arsyad, Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/99712/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55852
• Institution: Universitas Gadjah Mada

Business competition of printed media in East Java today is very tight, this case can be seen by numerous printed medias which emerge by various segments, targets and positions. Especially national printed medias which will develop the medias in East Java areas. One of examples is National Kompas that publishes regional Kompas newspaper supplements/insets, East Java Edition. Kompas presence, East Java edition creates competitive competition and assumed as printed media threats that are previously present in East Java. As a new comer, Kompas, East Java edition should be able to determine alternative strategy for being able to win market mind share and also being able to improve market share significantly. If Kompas, East Java can master market share significantly, certainly it can influence positively the numbers of classical advertisers who domicile in East Java. Therefore, the researcher uses generic strategy analysis by differentiation focus and also functional business strategy in market. Before using the strategy, the writer should use SWOT analysis in the company in order to be able to know the strengths and chances used for minimalizing the weaknesses and threats both from company�s internal dan external ones. From several strategies used latter, they will be reviewed for getting the best strategy alternatives that are hoped for giving effective and maximal results.