The Role of media advertising and promotion to increase profitability in Dynasty Restaurant Amsterdam

Ratnawati, Beatrix and Haba, Moskrinus Vincentius (2005) The Role of media advertising and promotion to increase profitability in Dynasty Restaurant Amsterdam. Bachelor thesis, Petra Christian University.

Abstract

The main subject of this thesis is to give some recommendations of the Dynasty Management to choose the right media which is effective and profitable for advertising and do promotional activity. The writers explore advertising and promotion activity which Dynasty management doing, previously and present. This is very useful as to compare the advantages and disadvantages from several medias which they have used earlier. In examining the analysis, the writers use the field analysis method, which involves four elements, SWOT analysis, interview analysis, questionnaire analysis, and field analysis. From SWOT aspects the writers can suggest which media have the potential strength and suitable to technology and trends nowadays. The interview method is started by asking Dynasty Management about what kind of media they have used. The next step is asking the result or effect that they saw after the advertising and the promotion program and the relevancy with the profits. The questionnaires analysis is used to determine how many respondents know Dynasty from certain medias and which media have the biggest chance to win the respondents attention. Therefore, the writer can measure how efficient that certain media create the name and market. The writers also give suggestions to Dynasty management, which media is suitable to be used related to the budget side. Literature review makes clear and stronger relationship between theories and the results of the research. From the field analysis method, the writers compared the number of guests daily, based on the reservation book. The writers also give final suggestion to Dynasty Management. When a suitable media is found, the next step is to determine media mix selection.

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