Penerapan Event Sponsorship sebagai Upaya Promosi:(Studi kasus pada Taman Kuliner Condongcatur oleh DInas Pasar Sleman).

Veronica Kurnia Wulandari, Nunung Prajarto

2015 | Tesis | Ilmu Komunikasi

Abstract Taman Kuliner Condongcatur was operated since 2007 and started being left by its visitors since 2010. Since 2013 Dinas Pasar Sleman has been trying to once again promote it in order to attract the visitors by organizing events and sponsoring community activities which were held at the location. Still the promotion effort has not brought optimal effect to liven up Taman Kuliner Condongcatur yet. The research aims to further analyze the implementation of event sponsorship conducted by Dinas Pasar Sleman as one of the efforts to promote Taman Kuliner Condongcatur. The subject of the research are Dinas Pasar Sleman and communities which held activities routinely at the location, while the object of the research is the implementation of event sponsorship conducted by Dinas Pasar Sleman to promote Taman Kuliner Condongcatur. This descriptive qualitative research requires case study method. The primary data is got by using interview technique, while the secondary data are got by using observation, documentation and library technique. The management of the event sponsorship implementation is analyzed in three stages, namely the planning process, the conduct, and the evaluation. The result of the research indicates that the implementation of event sponsorship has not considered some important matters such as identification of target audience specifically, coordination with the tenants as internal constituent, other supporting promotion activities, and event concept that offers target audience brand experience. Even though it has not fulfilled the expectation yet, the goal of promoting Taman Kuliner Condongcatur by sponsoring community activities is relatively achieved. Keywords: event sponsorship, promotion, Taman Kuliner Condongcatur

Kata Kunci : Iklan - Promosi