Rosalina, Risqi (2012) STUDI KOMUNIKASI PEMASARAN STASIUN RADIO DAMASHINTA 97.1 FM PEKALONGAN DALAM MENDAPATKAN PENGIKLAN. Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRACT Radio Damashinta 97.1 FM Pekalongan is a local radi o in Pekalongan, competition to get the listener to other local radi o on the same segment in Pekalongan. Radio Damashinta need a strategic commu nication to be able to become a winner in competition getting the audience and advertising companies. Researchers choose Radio Damashinta Pekalongan, bec ause radio has a lot of loyal listeners or fans which amounts to 336.500 li steners. Radio waves of 97.1 MHz Damashinta have the slogan "The radio Pekalonga n, a cool station". To keep his loyal fans, radio Damashinta associations often hold a hearing in accordance with the interests, such as the slankers and godam (goyang damashinta). The goal is that there is no distance between the listener a nd the broadcaster. This objective is carried out by radio Damashinta as one business in the competition among radio in Pekalongan. These phenomena lead to a competitio n among local radio listeners and advertisers get. The development of r adio in many emerging Pekalongan result of intense competition among radi o stations themselves. Intense competition is due to the seizure of audience share , especially in Pekalongan. This study is a qualitative descriptive on marketin g communications strategies Radio Damashinta 97.1 FM Pekalongan purs ue a study aimed at describing with systematic, factual and accurate in formation on the facts. Data collection techniques in the study conducted by int erview, observation and literature study. The results obtained are that the radio Damashinta 97.1 FM in Pekalongan competing inter Pekalongan in getting advertisers t o broadcast the ceremony programs according to the needs and desires of list eners aged 10-24 years who attracted so much to hear and get a high rating so that advertisers want to advertise products on the radio Damashinta. Radio D amashinta 97.1 FM Pekalongan perform marketing communication strategy consisting of advertising, direct marketing, sales promotion, public relations and publicity, a variety of programs designed to promote Damashinta radio and p ersonal selling. The effort applied Damashinta Radio 97.1 FM Pekalongan in comp etition with other existing radio competitors in Pekalongan is conducting a sur vey audience trends, competitive conditions radio, program items that ar e already in Pekalongan and adjust advertiser's product campaign program.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Depositing User: | Muji Isambina |
| Date Deposited: | 20 May 2016 05:58 |
| Last Modified: | 20 May 2016 05:58 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/1931 |
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