| dc.contributor |
|
|
| dc.contributor |
Fakultas Ilmu Komunikasi |
|
| dc.creator |
Rahmawati, Indri |
|
| dc.creator |
Listiani, Endri |
|
| dc.date |
2016-02-06 |
|
| dc.date.accessioned |
2019-09-12T05:43:11Z |
|
| dc.date.available |
2019-09-12T05:43:11Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/2357 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/24361 |
|
| dc.description |
Radio is now starting displaced by television and the internet. Under these conditions, radio managers must make a creative program for radio existence. Programs require creative ideas and financial capital. To meet the financial capital, some mass media using a strategy of Integrated Marketing Communication. One of the users of the IMC is MRA Broadcast Media Division Bandung. This study aims to determine the IMC activities conducted by MRA Broadcast Media Bandung or IMC conducted by MRA Broadcast Media advertisers in Bandung. The research method used is descriptive-qualitative research method with case study approach. Data collected by interviews with marketing MRA Broadcast Media Division as the first key informant and marketing PT. Fajar Mataram Sedayu as advertisers as key informant second. The results showed that the IMC activities conducted by MRA Broadcast Media Division Bandung using several types of marketing communications such as advertising, direct marketing, sales promotion, public relations, publicity and sponsorship marketing so visible common thread of advertising messages to be conveyed to the audience. |
|
| dc.description |
Media massa radio kini mulai tergeser oleh media televisi dan internet. Dengan kondisi tersebut, pengelola radio harus membuat program radio yang kreatif agar radio tetap terjaga eksistensinya. Program yang kreatif membutuhkan modal ide dan finansial. Untuk memenuhi modal finansial, kini beberapa media massa menggunakan strategi Integrated Marketing Communication. Salah satu yang menggunakan IMC tersebut adalah MRA Broadcast Media Division Bandung. Penelitian ini bertujuan untuk mengetahui kegiatan IMC yang dilakukan oleh MRA Broadcast Media Bandung atau IMC yang dilakukan oleh pengiklan di MRA Broadcast Media Bandung. Metode Penelitian yang digunakan adalah metode penelitian deskriptif kulitatif dengan pendekatan studi kasus. Teknik pengumpulan data yang dilakukan adalah dengan melakukan wawancara kepada marketing MRA Broadcast Media Division sebagai key informant pertama, serta marketing PT. Fajar Mataram Sedayu selaku pengiklan sebagai key informant kedua. Hasil penelitian ditemukan bahwa kegiatan IMC yang dilakukan oleh MRA Broadcast Media Division Bandung mengunakan beberapa bauran komunikasi pemasaran antara lain periklanan, direct marketing, sales promotion, PR & Publicity, dan sponshorship marketing yang dipadukan sehingga terlihat benang merah dari pesan iklan yang ingin disampaikan kepada khalayak. |
|
| dc.format |
application/pdf |
|
| dc.language |
ind |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/2357/pdf |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 2, No 1, Prosiding Manajemen Komunikasi (Februari, 2016); 47-52 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 2, No 1, Prosiding Manajemen Komunikasi (Februari, 2016); 47-52 |
|
| dc.source |
2460-6537 |
|
| dc.subject |
Proceedings of Communication Management |
|
| dc.subject |
integrated marketing communication, marketing communication, MRA Broadcast Media Division |
|
| dc.subject |
Prosiding Manajemen Komunikasi |
|
| dc.subject |
integrated marketing communication, komunikasi pemasaran, MRA Broadcast Media Division |
|
| dc.title |
The Integrated Marketing Communication of Mugi Rekso Abadi Broadcast Media Division Bandung |
|
| dc.title |
Integrated Marketing Communication Mugi Rekso Abadi Broadcast Media Division Bandung |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Qualitative |
|
| dc.type |
Kualitatif |
|