CD Skripsi

Implementasi Integrated Marketing Communication Pada Harian Bisnis Indonesia Dalam Mempertahankan Jumlah Pengiklan Advertorial Di Kota Pekanbaru

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The sustainability of this print media relies heavily on advertising space as the "life" of their company. The intense competition of print media advertising in Indonesia requires that every print media company can promote their advertising space. Bisnis Indonesia is a national daily that specifically has a segment of news coverage in the economic and business fields. Bisnis Indonesia is the first economic newspaper born in Indonesia. Bisnis Indonesia Pekanbaru experienced a decrease in circulation which also resulted in a decrease in circulation revenue in Pekanbaru City, Bisnis Indonesia was still able to maintain the number of their advertorial advertisers. Integrated Marketing Communication uses all possible sources to connect consumers or potential customers to a company's products or services so that audiences can receive the information conveyed.
This study aims to find out how the implementation of Integrated Marketing Communications carried out by Bisnis Indonesia Perwakilan Pekanbaru in an effort to maintain the number of advertisers in Pekanbaru City. This study used a qualitative research approach with data collection procedures in the form of observation, interviews and documentation. Informants in the study included the Head of Business Indonesia Pekanbaru Representative, Marketing Executive and Public Relations. The results of data acquisition are carried out data analysis in the form of data reduction, data presentation and conclusions.
This research produces findings that are analyzed through the concept of Integrated Marketing Communications which includes personal selling, direct marketing, sales promotion, and event marketing. The results of this study show that in an effort to maintain the number of advertorial advertisers, Bisnis Indonesia conducts personal selling strategies including prospecting and qualifying, preparation, approach, presentation and demonstration, possible problem, closing, and post sales service. Direct marketing strategies include online marketing and managing databases. Sales promotion strategy through bundling and discounts. Event marketing strategy by holding events with advertisers. The implementation of Bisnis Indonesia’s Integrated Marekting Communications in maintaining the number of advertisers in Pekanbaru City is by integrating the marketing communication tools applied.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901113647

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901113647

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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