Media planning strategies and its internal and external factors at Kumpulan Media Karangkraf / Nur Alyani Mohd Shukri

Mohd Shukri, Nur Alyani (2014) Media planning strategies and its internal and external factors at Kumpulan Media Karangkraf / Nur Alyani Mohd Shukri. Masters thesis, Universiti Teknologi MARA.

Abstract

This study is to develop a strategy and offers strategic media planning formulations and recommendations. The research framework is analyzing the company’s external and internal factors of strategic media planning with the collaborations of SWOT analysis, which is Strengths, Weaknesses, Opportunities and Threats and sees the elements of media strategy. The study was conducted by using in-depth interviews of the Karangkraf employees in order to gain insights into the company media planning strategies. 3 informants from media marketing department and 3 informants from circulation department were interviewed based on the Strengths, Weaknesses, Opportunities and Threats of media planning in Karangkraf in order to identify the strategic plan development and the company sales. The findings shows Karangkraf s media planning is straightforward where the advantage of having 25 magazines. However, the strategic media planning development propose in this study are to stress on marketing mix, aggressive marketing and media planning procedure. There are specific strategies develop. This study includes a proposed strategic plan for Karangkraf s company as a guide to help develop media planning in future.

Metadata

Item Type: Thesis (Masters)
Creators:
Creators
Email / ID Num.
Mohd Shukri, Nur Alyani
UNSPECIFIED
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Communication and Media Studies
Programme: Master of Mass Communication
Keywords: Media planning strategies; External and internal factors; Kumpulan Media Karangkraf
Date: 2014
URI: https://ir.uitm.edu.my/id/eprint/16398
Edit Item
Edit Item

Download

[thumbnail of TM_NUR ALYANI MOHD SHUKRI MC 14_5.pdf] Text
TM_NUR ALYANI MOHD SHUKRI MC 14_5.pdf

Download (2MB)

Digital Copy

Digital (fulltext) is available at:

Physical Copy

Physical status and holdings:
Item Status:

ID Number

16398

Indexing