Kerja Sama Penerbit dan Penulis dalam Praktik Integrated Marketing Communication:(Studi kasus Kerja sama Penerbit dan Penulis dalam Integrated Marketing Communication Penerbit Mayor dan Indie)

Anis Evientya , Muhammad Sulhan

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Publisher and Author Cooperation in Integrated Marketing Communication (Case Study: Publisher and Author Cooperation in Integrated Marketing Communication by Major and Independent Publishers) Anis Evientya Integrated marketing communication (IMC) has already started to be applied by many industries in Indonesia, one of them is publisher. Researcher sees the new phenomenon in IMC by publisher, is the author involvement in IMC. This phenomenon occurred after the internet technology develops and much used by Indonesian society. In this research, the researcher compares the author cooperation in IMC which conducted by major publisher (Grup GagasMedia – Bernard Batubara) and independent publisher (Indie Book Corner – Irwan Bajang). The method used in this research is descriptive case study. The researcher describes and analyzes the plan, implementation, and evaluation of IMC which done by both publisher. After that, researcher can analyzes the cooperation of publishers and authors in IMC. The result of analysis is there’s fundamental difference between IMC by major and independent publisher. Cooperation of publisher and author in IMC was really happened. That cooperation came from agreement of publisher and author, so communications were going collateral. Publishers did communication by general approach and authors did it by personal approach. So the IMC can reach to audiens thoroughly.

Kata Kunci : Komunikasi Pemasaran