THE BEST KNOWLEDGE-BASED ADVERTISING MODEL

Amount: THE BEST KNOWLEDGE-BASED ADVERTISING POINT MODEL

Authors: RICKY LUTFIANANDA SYAMNIAR

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

In determining the advertising point, the company needs to explore the concept of Knowledge Management or Knowledge Management (MP) to be applied in terms of determining the point of placing advertisements. PT Teamwork Kreasi Indonesia can apply the Knowledge Management concept which is considered capable as a reference for the formulation of the determination of billboard installation points. The aim of this research is to find out the best location for advertising cigarette products based on the criteria of road congestion, near crowds, duration of viewing, and low cost. This type of research uses a descriptive approach. The data collection procedure used in this study used interview and observation methods. The data analysis technique used in this study uses cluster analysis and the AHP method. The results showed that the main priority in criterion I was road congestion in the Rungkut, SIER, Wadung Asri, Waru areas. In criterion II, near the crowds, there are Rungkut, SIER, Wadung Asri, Waru areas. In criterion III, the duration of viewing is found in the Darmo, Urip Sumoharjo, Panglima Sudirman area. In criterion IV, the low cost is found in the area of Bubutan, Perak, Indrapura. Overall, the goal sensitivity formulation based on the criteria shows that the most important priority needed in the selection of advertising location points is Near Crowd. Meanwhile, based on the area, it shows that the main priority is in the Rungkut, SIER, Wadung Asri, Waru areas

Keywords: Selection Criteria for Point Advertising, AHP

sources: http://repository.unair.ac.id/37228/