Evaluasi Pengaruh Perubahan Pemosisian Merek Dari TPI Menjadi MNCTV Terhadap Penerimaan Pendapatan Iklan PT.Cipta TPI untuk Acara Jam Tayang Utama
| Main Authors: | , Rama Budi Jaya, , Dr. Bernardinus Maria Purwanto, M.B.A. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/118327/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58274 |
Daftar Isi:
- The main purpose of the research is to identify the cause and effect of the changing name and brand positioning from TPI to MNCTV. The management of PT. Cipta TPI decided to buy new programs in order to increase the commercial advertisement revenue. This research is applied under secondary data observation of Laporan Profitabilitas Program Acara and the other functional department supporting data. The research uses Robert K. Yin�s case study method which is defined as a research for an actual case which happens in the real business situation. The result of the research shows that the strategy application in purchasing new programs, which has a unique character and predicted to become a favourite television program for new middle up class audience, has succesfully increase the commercial advertisement revenue for Idr. 395, 5 billion to Idr 595, 2 billion or in a percentage is increase up to 51 percent.