Skripsi

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

---

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.

---

Availability

Detail Information

Series Title

-

Call Number

T1577182024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2024

Collation

xiv, 58 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

659.140 7

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Komunikasi pemasaran
Prodi Ilmu Komunikasi

Specific Detail Info

-

Statement of Responsibility

TUTI

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment