Strategi Komunikasi Pemasaran Radio Lokal: Studi Kasus Strategi Komunikasi Pemasaran Radio Suara Surabaya Periode 2010-2014

• Main Author: WILLIAM K., RANDIE
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2015
• Subjects: Communication and Media Studies; Communication Technology and Digital Media Studies
• Online Access: https://repository.ugm.ac.id/134663/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=77661
• Institution: Universitas Gadjah Mada

Public interest in listening to the radio at this time began to decline, it is because in the digital age audiences prefer to access information and entertainment on the Internet as a new medium. Declining radio listeners also have an impact on the decrease of radio listeners Suara Surabaya as broadcast media. Looking at the problem this research is important to analyze how radio marketing communications strategy Suara Surabaya in 2010-2014. The purpose of this research to determine how marketing communications strategy Suara Surabaya radio. The study also analyzes communication strategy Suara Surabaya radio to attract audience and advertisers. This research is a descriptive qualitative and the research use case study methods to find an answers of the research problem. Based on the results of this study concluded that marketing communications strategy of Suara Surabaya in 2010-2014 has changed to face a presence of incoming generation, but the products is not successful to attract young audience become listeners, although SS renewed their product. Researchers recommend further research on audience research to find out what the expectations of the audience listening to the SS radio