Kurniawan, Ahmad Indra and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Strategi Komunikasi Pemasaran Radio Bahana Fm Ngawi Dalam Mendapatkan Iklan Pada Masa Pandemi Covid-19. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Marketing communication strategy on Bahana FM Radio Ngawi has a very important role to get advertising revenue during the covid-19 pandemic. This study aims to determine the marketing communication strategy implemented by Bahana FM Ngawi radio in getting advertisements during the covid-19 pandemic. This study uses a descriptive approach with data collection using observation, interviews and documentation techniques. The sample selected by the researcher used a purposive sampling technique, namely the selection of samples based on the criteria determined by the researcher. The results of the research show that the activities of marketing communication strategies or integrated marketing communications on Bahana FM Radio are divided into five namely, advertising, personal selling, sales promotion, public relations/publicity, direct marketing, and events. Advertising is done through social media by sharing company activities and displaying promos. Sales promotion is done by giving monthly or big day discounts. Public relations are carried out in collaboration with the Ngawi Regency Communication and Information Office and the Ngawi Regency Government. Direct marketing is done via email and whatsapp. Promotions are carried out by participating in various events organized by PRSSNI.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | marketing communication strategy, advertising, bahana fm ngawi, pandemic |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications H Social Sciences > HE Communications > HE3 Broadcasting |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | AHMAD INDRA KURNIAWAN |
| Date Deposited: | 22 Nov 2022 03:12 |
| Last Modified: | 22 Nov 2022 03:12 |
| URI: | http://eprints.ums.ac.id/id/eprint/106162 |
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