Sponsorship Marketing to Maintain Brand Image in Digital Age: Case Study of Kompas Daily's Special Events
DOI:
https://doi.org/10.46961/mediasi.v1i2.35Keywords:
Marketing Sponsorship, Brand Image, Special Events, Event ManagementAbstract
References
A. Shimp, Terence. and J. Craig, Andrews. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Boston: Cengage Learning.
Ardianto, E. (2011). Metodologi Penelitian untuk Public Relations Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media.
Ardianto, E. (2011). Handbook of Public Relations: Pengantar Komprehensif. Bandung: Simbiosa Rekatama Media.
Astuti, P. A. A. (2011). Membangun Merek Melalui Penyelenggaraan Sebuah Event: Studi Kasus Pada Event “Sour Sally Just Wanna Have Fun”, Jurnal Aspikom, 1(2), 183—196.
Broom, Glen M. & Sha, Bey Ling. (2013). Cutlip and Center’s Effective Public Relations 11th ed. England: Pearson Education.
Dantes, Nyoman.(2012). Metode Penelitian. Yogyakarta: Andi Offset.
Davis, Anthony. (2007). Mastering Public Relations 2nd ed. New York: Palgrave Macmillan.
Kartajaya, Hermawan. (2010). Brand Operation. Jakarta: Esensi.
Keller, Kevin Lane. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity Third Edition. New Jersey: Pearson Education, Inc. Kompas Korporasi (n.d). Event Harian Kompas. Retrieved from
https://korporasi.kompas.id/produk/event/
Kriyantono, R. (2010). Teknik Praktis Riset Komunikasi: Disertai Contoh Praktis Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran. Jakarta: Kencana Prenada Media.
Nurjaman, Kadar & Khaerul Umam. (2012). Komunikasi & Public Relations: Panduan untuk Mahasiswa, Birokrat, dan Praktisi Bisnis. Bandung: CV Pustaka Setia.
Noor, A. (2013). Manajemen Event Edisi Revisi. Bandung: Penerbit Alfabeta.
Salam, M. (2011). Metodologi Penelitian Sosial: Kualitatif Menggugat Doktrin Kuantitatif. Makassar: Masagena Press.
Salim, A.(2006). Teori dan Paradigma Penelitian Sosial. Yogyakarta: Tiara Wacana.
Seitel, F. P. (2011). The Practice of Public Relations 11th ed. New Jersey: Pearson.
Sugiyono. (2009). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Suharsaputra, U. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan.vBandung: PT Refika Aditama.
Sugiyono. (2005). Memahami Penelitian Kualitatif. Bandung: Alfa Beta.
Wiryawan, B. M. (2008). Kamus Brand A-Z. Jakarta: Red & White Publishing.
Wulandari, D. dkk. (2015). Event Marketing sebagai Strategi Meningkatkan Brand Awareness, Bisma: Jurnal Bisnis dan Manajemen, 9(1), 43—55.
Yeorish, J. (2019). Strategi Event Borobudur Marathon 2018 dalam Meningkatkan Brand Image Harian Kompas. Skripsi tidak dipublikasikan. Universitas Multimedia Nusantara
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
-
Attribution: Users must give appropriate credit to the original creator, including a link to the license and an indication if changes were made.
-
No additional restrictions: Users cannot apply legal terms or technological measures that restrict others from using the work in ways allowed by the license.
-
Flexibility: The license is flexible regarding how attribution is provided, but it must be reasonable based on the medium, means, and context.
-
No endorsement: Users cannot imply that the original creator endorses them or their use of the work.
-
Derivative works: CC BY 4.0 allows for the creation of derivative works (remixes, adaptations, etc.), as long as the new work also includes attribution.
-
Open access: This license is often used for open access scientific publications and other educational materials.