Irmandasari, Tyas (2022) Strategi Komunikasi Pemasaran dalam Meningkatkan Jumlah Pengiklan M Radio Surabaya. (Marketing Communication Strategies in Increasing The Number of Advertisers of M Radio Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In modern era, people are very dependent on information. Information that is needed by humans is information that is easy to obtain, actual, and reliable. This is closely related to the mass media, both printed media and electronic media. In need of information, one of the media that provides information quickly and supported by modern technology is radio. Radio is a medium of information and entertainment which is affordable, practical, can be listened to anytime and anywhere and closely related to advertisers. As a mass media that has existed for quite a long time and still survives to this day, radio still has its own fans. Without advertisers who advertise their products on the radio, the radio cannot operate and maintain its existence. That's why radio must have the right marketing communication strategy in increasing the interest and number of advertisers. Writers are interested in researching this because a radio's marketing communication strategy is an important element in maintaining its continuity. Writer wants to know how the marketing communication strategy of M Radio Surabaya increases their number of advertisers. All data are obtained by using interview techniques, observation techniques and literature studies that are relevant to the object of research. Then processed descriptively qualitatively. The results of the research are M Radio Surabaya uses a marketing communication strategy using Integrated Marketing Communication (IMC) which includes advertising (advertising), public relations and sponsorship, personal selling, direct marketing, sales promotion, as well as interactive marketing from this element, M Radio Surabaya could increase their number of advertisers from February 2021 to June 2021. Keywords: Strategy, Marketing Communication, Radio, Advertiser
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Strategy, Marketing Communication, Radio, Advertiser |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151501285 Tyas Irmandasari |
| Date Deposited: | 10 Nov 2022 03:55 |
| Last Modified: | 10 Nov 2022 03:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/17243 |
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