This study explains how effective advertising marketing is in three print media in Mandailing Natal. Several print media such as the Waspada Daily, representatives of the Mandailing Natal bureau and Mohganews, stated that the impact of the Covid 19 outbreak on the effectiveness of advertisements in the print media mentioned above. On the other hand, the print media Madina Post revealed that the Covid 19 pandemic had little impact on the advertisements served through the advertising column in its print media. This study uses the principles of a qualitative approach, using the SOR theory as an acronym for Stimulus-Organism-Response which has an impact on the Covid 19 pandemic outbreak. Namely, humans whose souls include components; attitudes, opinions, behavior, cognition and conation.

The spread of the Covid-19 virus in Indonesia has an impact on all sectors, and one sector that is currently experiencing a significant impact is the economic sector. Universitas Muhammadiyah Sumatera Utara (UMSU), is an A-accredited private campus, which now still provides fixed salaries and incentives, there is no reduction even though the spread of covid has an impact on all sectors. Many private campuses in Medan City have reduced the salaries of their employees, and even removed some incentives to reduce the budget used, but not for UMSU which still provides obligations and other incentives. In this case, it means that the welfare of Muhammadiyah University employees is still being considered by the leadership stakeholders, but from the observations made, researchers see a decrease in infaq obtained by LAZISMU Medan City. Therefore, the researchers want to see the relationship between the spread of the Covid-19 virus and the philanthropy embraced by employees of UMSU. The Islamic philanthropy is in form of infaq and alms. The research is descriptive qualitative research, which the results obtained will be described or narrated in accordance with the rules of qualitative research. From the results obtained, that there was a shift in Islamic philanthropy carried out by UMSU employees, this happened only a few months after the outbreak of Covid-19 which spread in the city of Medan.

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