Author : AYU, DHIAN
The Major purpose of this research is to discover what kinds of promotion media for Honda Surabaya Center and what is the most and the least important promotion mix that should be conducted in the automotive industry. Automotive industry always becomes the growing and profitable industry. With the advancement of technology, there are a lot of new type and model released for a car brand every year. It has caused the competition between vendors even more tight. Meanwhile, the dealers should push their sales in order to win the competition between dealers of different brand or even in the same brand. Promotion is one of the supporting things to boost the sales However, there are so many promotion tools that can be used in the market, and many companies spend most of their budget to hold promotion while the top priorities for business are always the same which are increase the revenue, reduce costs, and improve profitability. Another problem is that some companies do not know which is the most important promotion mix that should be used for each type of industry because every industry has different promotional approach for their customers. Based on this, it is very important for a company to have correct promotion tools, so that company can arrange the promotion budget more effectively.
Keyword : personal and non personal communication
Sumber : http://repository.petra.ac.id/1093/