Marketing Communication JRF Livelihood di Yogyakarta dan JAwa Tengah (Studi Deskripstif Komunikasi Pemasaran Livelihood di Yogyakarta dan Jateng)

Helen Radiolen Waway, Widodo Agus Setianto

2010 | Skripsi | Ilmu Komunikasi

Nowadays Marketing Communication is not only applied on commercial marketing, but also on social marketing. On this social field, Marketing Communication is used to inform the social product to the target, change social behaviour and keep the continuity of the new behaviour. The objective of this research is to understand how the process and strategy of Marketing Communication JRF Livelihood IOM on Yogyakarta and Central Java. Descriptive-Qualitative method is used to illustrate systematically about the facts of communication material JRF Livelihood IOM. The Analysis result that social marketing communication strategy to socialization JRF Livelihood IOM programme is the Promotional Mix Strategy, which combine four promotion tools such as advertising, sales promotion, personal selling and public relations. Based on monitoring and evaluation, the promotional mix strategy is success.

Kata Kunci : Komunikasi Pemasaran