Title: KNOWLEDGE BASED MODEL FOR DETERMINING ADVERTISING POINTS
Author: RICKY LUTFIANANDA SYAMNIAR
Item Type : Thesis (Thesis)
Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
In determining advertising points, companies need to explore the concept of Knowledge Management (MP) to be applied in determining advertising installation points. PT Teamwork Kreasi Indonesia can apply the Knowledge Management concept which is considered capable of being a reference for formulating the determination of advertising installation points. The aim to be achieved in this research is to find out the best location for advertising cigarette products based on the criteria of road congestion, proximity to crowds, viewing duration and low cost. This type of research uses a descriptive approach. The data collection procedures used in this research used interview and observation methods. The data analysis technique used in this research uses cluster analysis and the AHP method. The research results show that the main priority in criterion I is that road congestion is in the Rungkut, SEER, Wadung Asri, Waru areas. In criterion II, close to crowds are in the Rungkut, SEER, Wadung Asri, Waru areas. In criterion III, viewing duration is in the Darmo, Urip Sumoharjo, Panglima Sudirman areas. In criterion IV, low costs are found in the Bubutan, Perak, Indrapura area. Overall, the goal sensitivity formulation based on criteria shows that the most important priority needed in selecting advertising location points is near crowds. Meanwhile, based on area, it shows that the main priority is in the Rungkut, SEER, Wadung Asri, Waru areas
Keywords: Selection Criteria for Point Advertising, AHP
Sources: http://repository.unair.ac.id/37228/
