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ANALYSIS PLANNING FOR PROMOTIONAL EVENT MUSIC
CONCERT
(Study Analysis of Music Concert MTV Staying Alive World AIDS
Day in Jakarta)
THESIS
Submited by :
Name
Student Number
Majoring
:
:
:
Rizki Ramadhani
2002.060.546
Periklanan
To Meet Particular Terms In Order Achieving Degree
Bachelor of Communication Studies
Sekolah Tinggi Ilmu Komunikasi
The London School of Public Relations - Jakarta
JAKARTA
2006
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ABSTRACT
SEKOLAH TINGGI ILMU KOMUNIKASI
THE LONDON SCHOOL OF PUBLIC RELATIONS-JAKARTA
BACHELOR DEGREE IN COMMUNICATION
Name
NIM
Thesis Title
:
:
:
Total Pages
References
:
:
Rizki Ramadhani
2002.060.546
Analysis Media Planning of MTV World AIDS Day
Staying Alive’ Music Summit in Jakarta
77 pages, 34 appendixes
17 books
The author’ wrote about Analysis Media Planning of MTV World AIDS
Day Staying Alive’ Music Summit in Jakarta. The reason why the author write
about this theme because of MTV Staying Alive promotion were unique and
MTV became the very successful promoter for it.
The main problem for this research is about media planning of MTV
Staying Alive. The purposes are making analysis is it the media promotion
suitable with the objective of the concert, researching about the better way to
choosing and analysis media which suitable to the audience, analyzing about
the effective media planning, and analyzing about target coverage of the
media promotion.
The advantages of this research dedicate as an evaluation for MTV
and as an academic literature study. The author’ used a qualitative analysis
method. The research base on the interview and the data which were
collected from MTV and than the data would been classified and been
interpreted according the purpose of this research.
The resume after done the analysis base on the Communication,
Media, Promotion, Media Planning, and Media Coverage are the MTV
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Staying Alive promotion were very successful but the target audience were
less specified for the messages delivery. The 5 factors which made the MTV
Staying Alive promotion succeed are the unique promotion, a good data
research, a good media networking, the concert for free, and MTV were
already become a youth life style.
According to the resume of the analysis research, the design of MTV
Staying Alive promotion were already good but the whole target audience
were unsure really received the whole messages.
In this case, MTV should specify the target audience. For example,
choose the target audience from social class B or A, medium to upper class,
with education background from Junior High School into College student,
living in the big city, with a modern life style. The MTV Staying Alive
Promotion is very suitable for the kind of target audience. But the specifying
of target audience will not minimize a change for the lower or another class of
target audience to follow the positive changes from that group.
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INTRODUCTION
This book contents phases of creating thesis that I made for Bachelor Art
majoring Advertising. I bless for the final research to Allah SWT, researcher
was able to complete the thesis as possible. Researcher also would like to
thank all those who have helped and supported in completing thesis
research.
I realized that writing this thesis is far from perfect, both in terms of technical
research and discussion concerning the matter. Because of limited time and
knowledge.
I am a female former Creative Design.
click http://id.linkedin.com/in/rizkiramadhani
Author
Rizki Ramadhani
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TABLE OF CONTENTS
ABSTRACT
INTRODUCTION
TABLE OF CONTENTS
CHAPTER I
INTRODUCTION
1.1
Background
1.2
Problem Formulation
1.3
Research Objectives
1.4
Research Benefits
1.4.1 In Academic
1.4.2 In Practical
1.5
Sistematical Research
CHAPTER II
2.1
THEORY FRAMEWORK
Communication
2.1.1 Definition of Communication
2.1.2 The Function and Purpose of Communication
2.1.3 Technical Communication
2.1.4 Elements of Communication
2.2
Communication Model
2.3
Promotion
2.4
Media
2.4.1 Definition and Function of Media
2.4.2 Media category
2.4.3 Type of Media
2.4.4 Evaluation of Media
2.5
Media Planning Promotion
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2.5.1 The Definition of Media Campaign Planning
2.5.2 The Definition of Media Strategy
2.5.3 Principles of Election Media Campaign and The Issue
2.5.4 Preparation of Media Planning Promotion
2.6
Media Marketing Coverage
CHAPTER III
METHODOLOGY RESEARCH
3.1
Research Methods
4.1.
Research Human Source.
3.4
Data Collection Methods
3.5
Method of Data Analysis
3.6
Time and Location Interviews
CHAPTER IV
ANALYSIS AND DISCUSSION
4.1
MTV Indonesia
4.2
MTV Staying Alive Music Concert
4.3
Media Planning Promotion
4.4
MTV Staying Alive Media Promotion
4.5
S.W.O.T Analysis
4.6
MTV Staying Alive Target Market
4.7
MTV Staying Alive Campaign Evaluation
4.8
MTV Staying Alive Data Analysis
4.8.1 MTV Staying Alive Media Planning Analysis Promotion
4.8.2 MTV Staying Alive Execution of Campaign Media Analysis
4.8.3 Analysis of Effective Media Campaign Plan
4.8.4 Marketing Campaign Media Coverage Analysis
CHAPTER V
INFERENCE AND RECOMMENDATIONS
5.1
Inference
5.2
Recomendation
5.2.1 In Academic
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5.2.2 In Practical
REFERENCES
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CHAPTER I
INTRODUCTION
1.1.
Background Issues
Media is a tool that is used to convey the message in the Promotion.
Several kinds of media used in the promotion of print media, radio, outdoor
media campaign, promotion through the vehicle, promotion through
exhibitions, promotion through the big screen, television, electronic media,
and direct mail.
In practice, not all media should be used in promotion. Because it is
closely related to the effectiveness of the campaign itself. As the case studies
will be discussed regarding the use of media planning on promoting musical
concert organized by MTV.
Campaign media planning is the process of determining the media
promotion, promotion type, promotion period detail, the spread of media
campaign coverage, and objective promotion. The results of the report
referred to a plan of campaign media.
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In determining the effective use of the media campaign, media
department does not have a specific benchmark. The media department is a
part of the department whose job decisive campaign media planning
problem.
Actually, it is very difficult to determine whether or not a decision of the
election campaign media used. However, if a decision has been taken in the
planning of the media, it is a certain that the decision could be used as a
measure of whether the media is better than any other media in the
promotion. However, often there was a problem, for the example, one of the
promotional media planner media department that already has its own
benchmark and thought that would be the best medium according to the
person self, ignore the data and statistics there, so the selection of media
being used does not comply with objectivity of the promotion. In other words,
part of the media department obviously very crucial in determining media
planning promotional campaigns in order to achieve optimum results.
In order to gain an optimum media planning, media work department
certainly work in team. The plan is a result of teamwork. A good media plan
will be formed if it is supported by the marketing department that works to
advance market research, as well as the creative charge of generating
creative ideas that could be a reference to the media department in
determining a media plan. As in this case study, the researchers will analyze