Rian, Iranesjz Adrianti (2003) KAJIAN PROMOSI DAN PERIKLANAN YANG DILAKUKAN OLEH CARD CENTRE BANK BNI. Masters thesis, Institut Pertanian Bogor.
The purpose of this research' is to identify consumers' perception toward the promotion and advertisement conducted by Bank BM Card Centre. TMs survey is also aimed a analyzing the strength, weakness, opportunities and, treatment contorted by ,Bank BNI which eventually is to establish the appropriate strategy for promotion and advertisement of Bank BNI card center. This survey indicated that most of respondent are married males, age are between 30-39 years age, with university degree background and working as staff of private companies, and earring at income over Rp 5 million. Responses for the questionnaire also reflected that most of respondent acknowledge that the promotion conducted Bank BNI card centre through newspapers or television media is not persistent and less frequent, such that the credit cards offered by Bank BNI with their facilities and advantage me less popular is respondents.. The credit card of Bank BNI provides many valued features. One of them is the low interest rate that can be used as promotional and advertisement material to attract those who have not possessed credit card or those who already had one, in which they can use card as payment instrument instead of cash. Bank BNI still have lo improve is campaign on introducing its products through advertisement and promotion in such a way that its frequency and shape shall be attractive and impressive to the potential market.
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