Strategi Komunikasi Pemasaran Stasiun Radio 89,5 JIZ FM

• Main Authors: , BAROKAH, , Adam Wijoyo Sukarno, SIP., MA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/129858/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=70261
• Institution: Universitas Gadjah Mada

New radio station should have a proper marketing communication strategies to be exist and be able to compete with existing radio stations. Moreover, a good communication strategy of the new radio station can attract a lot of listeners and also increase popularities. The purpose of this study is to determine the marketing communication strategy which is conducted by 89.5 JIZ FM radio station. In addition, this study also analyzes how the marketing communication strategy of 89.5 JIZ FM radio station can attract listeners and advertisers . The method used in this research is descriptive qualitative. This research method is used to analyze the results of the study. The result of this study is the marketing communication strategy conducted by 89.5 JIZ FM radio station which is analyzed through Integrated Marketing Communication (IMC) such as advertising, sales promotion, public relations, personal selling, direct marketing, sponsorship and exhibitions. Advertising, public relations, sponsorship and exhibitions give big contribution to attract listeners. In the other hand, sales promotion, personal selling and direct marketing give big contribution to attract advertisers .