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STRATEGI KOMUNIKASI PEMASARAN RADIO INDRALAYA SEBAGAI RADIO LOKAL DI KABUPATEN OGAN ILIR PROVINSI SUMATERA SELATAN

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This research titled "Radio Indralaya Marketing Communication Strategy in Maintaining Its Existence as Local Radio in Ogan Ilir Regency, South Sumatra Province". This research purpose is to determine the marketing communication strategy of Radio Indralaya in maintaining its existence as a local radio in Ogan Ilir Regency, South Sumatra Province. This research uses marketing communication theory Integrated Marketing Communication (IMC) by Wibowo and Priansa (2017: 172) and using descriptive qualitative methods, that the data obtained from in-deep interviews with 3 main informants and 1 additional informant, also use observations, library studies, and documentation methods. From the results of this research, it can be indicate that the marketing communication strategy carried out by Radio Indralaya as a local radio has fulfilled the elements in integrated marketing communication/ IMC, namely the existence of advertising, direct marketing, sales promotion, personal selling, interactive marketing, and public relations. The marketing communication strategy is carried out by approaching the community, both listeners and advertisers and adapting to technology developments, which is the appearance of social media and the internet. No limitation on the types of advertisements that are broadcasted, establish cooperation with other companies, and carry out activities that involve many people interact with the community.

Availability
Inventory Code Barcode Call Number Location Status
2007000711T38467T384672020Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T384672020
Publisher
Inderalaya : Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
xiv, 178 hlm. : ilus. ; 28 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.807
Content Type
Text
Media Type
unmediated
Carrier Type
other (unmediated)
Edition
-
Subject(s)
Jurusan Ilmu Komunikasi
Business Correspondence
Specific Detail Info
-
Statement of Responsibility
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No other version available

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