Komunikasi Pemasaran E-Magazine “Womagz” (Studi Kasus Pengembangan Program Komunikasi Pemasaran E-Magazine “Womagz” untuk Meningkatkan Brand Awareness dan Jumlah Pembacanya)

GAYATRI, Raina Adwitiya, Pulung S Perbawani

2012 | Skripsi | Ilmu Komunikasi

Marketing communication practise as an important part of a marketing planing program allows a product to be known by its target market from whom the company wishes to gain profit. If the market is familiar with the product offered, there will be opportuities to see the purchase done by the market. Marketing communication programs involve promotional tools such as advertising, sales promotion, direct selling, public relation/publicity, personal selling and internet/interactive marketing to run the communication function in the marketing plan. As the information and press freedom developes, media industry starts producting many kinds of media later with the more specified and segmented markets. A media is not only a media information. A media is now also a comodity to create another profit for the company. As a dual product, which is offered to both readers and advertisers at a single time and a single message, a media has to promote its brand to readers to broaden its market that can finally distract advertisers attention to place their advertising ini that media. Womagz magazine faces major problems. Instead of the difficulties generally faced by the new digital media or paperless magazine to penetrate the target market, it also has to deal with the wholly new market segment-preteens or tweens-that is never defined and tergeted before by other media. The problem to be investigated then is how Womagz magazine developes its marketing communication programs to increase the brand awareness and to grow its target market. With the benefit of the descriptive case study mehode, the writer tries tp describe and analyze each promotional programs planned during 2009 until 2011, in accordance with the promotional purposes in its every product lifecycle. The result of the analysis show that, although there are some factors causing the promotional programs not to run in a maximum way, the marketing communication programs held already bring successful result in the increase of the brand awareness and the growth of the market. It can be seen from the increasing number of magazine’s ciculation from the time too time and of readers willingly joining in the magazine’s activities including in some of the promotional activities as its marketing communication tools.

Kata Kunci : Komunikasi Pemasaran