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) |
|---|---|
| Subjek: | 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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