STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN JUMLAH PEMASANG IKLAN DI RADIO LANUGRAHA FM PALEMBANG

PUTRI, AMELIA TIRTA and Andarini, Rindang Senja and Elfandari, Safitri (2024) STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN JUMLAH PEMASANG IKLAN DI RADIO LANUGRAHA FM PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

In this era of increasingly advanced developments, the existence of radio is starting to be displaced by online-based media. Radio as a conventional media must have a strategy to maintain its existence. Radio Lanugraha FM Palembang has managed to survive for 49 years, this is of course due to advertisers and also a strategy to continue to exist among its listeners, considering that advertising is the main support for radio, especially for private radio. Therefore, this research aims to find out what marketing communication strategies are used by Radio Lanugraha to increase the number of advertisers on their radio using the marketing mix theory of Philip Kotler, John T. Bowen, and James C. Makens. There are five dimensions of activities in the marketing mix theory, namely advertising, sales promotion, personal selling, public relations, and direct marketing. This research uses a descriptive qualitative approach with data collection techniques through interviews, documentation and observation. The research results show that Radio Lanugraha has implemented five concepts from marketing mix theory to obtain advertising. Advertising and sales promotion activities are the most actively used and are the leading ones in increasing the number of advertisers.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HE Transportation and Communications > HE8689-8700.95 Radio and television broadcasting H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Amelia tirta putri
Date Deposited:	20 Sep 2024 06:49
Last Modified:	20 Sep 2024 06:49
URI:	http://repository.unsri.ac.id/id/eprint/157718

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