EVALUASI STRATEGI PROMOSI UMY MELALUI IKLAN YANG DIPUTAR DI RADIO

This study tries to evaluate the advertisement of UMY which tuming in radio as the one ways of promotion that held by UMY in 2007. The purpose of this research are to evaluated the effectiveness of the promotion strategy of UMY for the advertisement program which broadcasted by radio media and to know about how far the influence between the advertisement of UMY towards the desire to register in UMY for the new student. The underlying theory that used is communication theory from Harold Lasswell "Who says what in Which Channel to Whom With What Effect", it is mean that the process of communicate to cover 5 elements, they are communicator, message, media, communicate, and effect. The other theory that used is the Model of Limited Effect Theory, it is mean that the influence of media is not all power, even rt does not influential or this theory can be called Minimum Consequently Law which means that it is only effective in spread the information of knowledge and the basic consciousness, it is also less of effectiveness to change the specific opinions, even it is not effective to change the attitude and behavior. The frame of concept from this paper including the influence of promotion, it is mean that the relationship between individual with mass media or advertisement in mass mcdia and the interest which thc means is the continuation of attention which can make the desire to do some activity based on communicator. The methodology of this research using research method survey, it is mean that this research take the sample from one population and it using questionnaire as a fundamental instrument to gather the data. The conclusion of the analysis of this research is the advertisement of UMY which tuming in radio is not successfully enough to influence the people to choose UMY as the favorite private university. The advertisement of UMY is only prepared as the one of media to get the infomtation related to UMY and it is not as the instmmcnt to influence of commtmication group or peer group is still strong in decide the respondents attitude. Beside that, there are the other factors, for example there is available of faculty which cans chooser by respondent and the quality of UMY that according to the respondent is good as a private university. To get 170 respondent that re,ally hear advertisement of UMY are very difficult, because in fact, the adolescence are prefer television rather than radio as a source of information and recreation from them. But, the advertisement of UMY can be used as source of information that good enough for the candidate register of UMY.