Sponsorship Marketing to Maintain Brand Image in Digital Age: Case Study of Kompas Daily's Special Events

Authors

  • Tarrence Karmelia Kontessa Prodi Ilmu Komunikasi, Jurusan Komunikasi Strategis, Universitas Multimedia Nusantara, Indonesia

DOI:

https://doi.org/10.46961/mediasi.v1i2.35

Keywords:

Marketing Sponsorship, Brand Image, Special Events, Event Management

Abstract

Facing the digital era, print media face an increasing risk of disruption due to the paperless trend. Kompas Daily made various efforts to maintain its brand image like organizing some special events. This research limits itself to the question of how Kompas Daily manages its various special events, by utilizing its strengths and resources as the largest Indonesia's print media, and by designing a good event management to strengthen the company's brand image. The method used is a case study with a descriptive qualitative approach. Data are collected through interviews, observation and literature study and then tested by triangulation techniques. The results showed Kompas Daily succeeded in develop an event management proven to be able to strengthen Kompas Daily's brand image, and even succeeded in making the special events as a new revenue stream.

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

2020-07-28

How to Cite

Kontessa, T. K. (2020). Sponsorship Marketing to Maintain Brand Image in Digital Age: Case Study of Kompas Daily’s Special Events. MEDIASI Jurnal Kajian Dan Terapan Media, Bahasa, Komunikasi, 1(2), 147–157. https://doi.org/10.46961/mediasi.v1i2.35

Issue

Vol. 1 No. 2 (2020): May

Section

Artikel

Citation Check

License

Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish with MEDIASI agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this MEDIASI.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).