Below The Line: Media Strategy in Improving Promotion of Independent Choir In Surabaya. Case Study: Concert of Coro Semplice Indonesia

Sujatmiko , Guguh (2015) Below The Line: Media Strategy in Improving Promotion of Independent Choir In Surabaya. Case Study: Concert of Coro Semplice Indonesia. In: International Conference of Organizational Innovations, May 2015, Jogjakarta.

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Abstract

Coro Semplice Indonesia, an Independent Choir came from Surabaya, East Java, Indonesia, was formed by a few people who have the same desire to continue a hobby in the field of music. Choir has no institutions that have the capital, so the members have an active role to raise funds independently, to holding annual concerts. With the very limited funds, Coro Semplice Indonesia needs best media strategy to promote the annual concert. This study used qualitative methods with observation and analysis of media strategy, Below The Line, which was selected as the media messenger also quantitative with questioner to know which media has the best penetration for audience. The purpose of this study to determine what media has the most extensive range with the cheapest cost. Results showed that short messages service has the highest effectiveness of the message, to the personal and direct targeting of individuals system. This study is useful as a form of reference for the promotion of other organizations that have limited funding sources.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Choir, Media, Advertising, Strategy
Subjects: N Fine Arts > NC Drawing Design Illustration
N Fine Arts > NE Print media
Divisions: Faculty of Creative Industry > Department of Product Design and Management
Depositing User: GUGUH SUJATMIKO
Date Deposited: 03 May 2016 04:07
Last Modified: 03 May 2016 04:07
URI: http://repository.ubaya.ac.id/id/eprint/27654

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