Marketing Communication Strategy in Increasing the Number of Advertisements: A Case Study of RRI Medan
DOI:
https://doi.org/10.31851/jmksp.v9i2.16307Keywords:
Communication Strategy, Number of Advertisements, RRI MedanAbstract
The purpose of this research is to delve deeper into how marketing communication strategies can increase the number of advertisements, using RRI Medan as a case study. This study employs a qualitative descriptive research method to allow the researcher to provide a deeper and more comprehensive explanation of the case in the field. The determination of informants in the study uses source triangulation, where data sources are sampled based on certain considerations. The results of the study show that the strategies employed by RRI Medan include marketing strategy analysis and market target processes, which consist of market opportunity analysis and competitive analysis by implementing advertising, direct marketing, sales promotion, and public relations. This article contributes to everyone works in marketing or business, that market opportunity analysis and competitive analysis by implementing advertising, direct marketing, sales promotion, and public relations is effective and optimal for marketing strategy.
References
Choirun Nikmah, A., & Yusnita, H. (2020). Communication Strategy of Boarding School Caretakers in Developing the Morals of Students. Syi’ar: Jurnal Ilmu Komunikasi, Penyuluhan Dan Bimbingan Masyarakat Islam, 3(2), 131–143. https://doi.org/10.37567/syiar.v3i2.720
Didin Fatihuddin, A. F. (2019). Marketing Services Strategy, Measuring Customer Satisfaction and Loyalty. Budi Utama.
Farahdiba, D. (2020). Marketing Communication Concepts and Strategies: Changes in Consumer Behavior Towards the Era of Disruption. Jurnal Ilmiah Komunikasi Makna, 8(1), 22. https://doi.org/10.30659/jikm.v8i1.7992
Harahap, R. (2022). Radio marketing communication strategy in increasing the number of advertisements (case study of Radio Adi Utama FM Padangsidimpuan). IAIN Padangsidimpuan.
Hasanudin, H., & Pratama, A. Y. (2023). The Effect of Talent Management, Internal Communication and Work Life Balance on Employee Performance Through Employee Satisfaction at PT. Aru Raharja. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 8(1), 587–606. https://doi.org/10.31851/jmksp.v8i1.12940
Hutapea, S., Besti., & Simbolon, R. (2021). Marketing Communication Strategy in Attracting Advertisers at Radio Kiss FM Medan During the Covid 19 Pandemic. Jurnal Ilmiah Ilmu Komunikasi, 6(2), 128–137.
Mekarisce, A. A. (2020). Data Validity Checking Techniques in Qualitative Research in Public Health. JIKM, 12(3). https://doi.org/10.52022/jikm.v12i3.102
Mardiyanto, D., & Slamet, G. (2019). Analysis of Merchandise Marketing Communication Strategy at Kedai Digital 8 Solo (Case Study of Marketing Communication Strategy). Surakarta Management Journal, 1(1), 43. https://doi.org/10.52429/smj.v1i1.329
Moleong, L. J. (2018) Qualitative Research Methodology. Remaja Rosdakarya
Moleong, L. J. (2017). Qualitative Research Methodology. Remaja Rosdakarya
Mulyana, D. (2010). Cross-Cultural Communication: Travel Thoughts and Imaginations. Remaja Rosdakarya.
Permadi, B., & Harahap, M. I. (2023). Pemanfaatan E-Comerce Tik-Tok Live Sebagai Sarana Dalam Pemasaran Produk pada PT. PLM. 2(4), 143–157.
Riswanto, H. A., Maruf, M., & Syafrizal, S. (2024). Sustainable Evolution: Investigating the Factors Contributing to the Transformation of Coffee Businesses from Unplanned to Well-Planned, Sustainable Enterprises in Padang. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 9(1), 711–730. https://doi.org/10.31851/jmksp.v9i1.15193
Saragih, K. R. M., Purba, F., & Sipayung, T. (2021). Communication Strategy of Radio Broadcaster Karina Pematangsiantar in Nostalgia Program. Manajemen : Jurnal Ekonomi, 3(2), 187–195. https://doi.org/10.36985/manajemen.v3i2.132
Siahaan, F. M., & Bangko, S. (2021). Gunung Steel Group Internal Communication in Implementing Public Relations Functions to Build Reputation. Jurnal Public Relations (J-PR), 2(1), 40–51.
Siregar, R., Ritonga, P., & Sumitra, A. (2022). Professional Ethics and Responsibilities for Business Valuation, Business Ownership Interest, Security, or Intangible Assets in Pharmaceutical Companies. Journal of Pharmaceutical, 13(9), 1572–1576. https://doi.org/10.47750/pnr.2022.13.S09.193
Sudarsono, H. (2020). Marketing Management. Pustaka Abadi.
Syam, N., Rosyadi, I., & Nurhayati. (2021). Mass Media and New Directions for Pro-Populism Journalism: Jawa Pos Daily Social Construction Study in Coverage of Rejection of the 2019 KPK Law Revision. PalArch’s Journal of Archaeology of Egypt/Egyptology, 08(18), 286–303. https://archives.palarch.nl/index.php/jae/article/view/8497
Tynan, A. C., & Drayton, J. (1987). Market segmentation. Journal of Marketing Management, 2(3). https://doi.org/10.1080/0267257X.1987.9964020
Yafiz, M., Harahap, I., & Cahyanti, S. (2020). Consumption Behavior of Bidikmisi Scholarship Students With Religiosity As a Moderating Variable. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 6(2), 239. https://doi.org/10.20473/jebis.v6i2.22122
Yulita, H., Yudhi, L., & Wisari, S. (2023). Radio Listening Interest Influenced by Noice Application Usage and Broadcaster Popularity. Jurnal E-Bis, 7(2), 524–536. https://doi.org/10.37339/e-bis.v7i2.1267
Yulius, & Prasetya Widodo, H. (2019). RRI Malang Marketing Communication Strategy in Efforts to Achieve PNBP and Increase the Number of Advertisers. Jurnal Komunikasi Nusantara, 1(2), 60–71. https://doi.org/10.33366/jkn.v1i2.19
Yuniati, U., & Puspitasari, E. E. (2019). Radio Listener Motives in the Era of Information Technology Development (A Study of Media Usage Satisfaction in Generation Z in Bandung). Jurnal Ilmu Komunikasi [JIKA], 6(2), 83–90. https://doi.org/10.31294/kom.v6i2.6504
Yuslem, N., Nawawi, Z. M., & Siregar, D. (2022). Strategy For Strengthening Business Incubators As Establishment Of Entrepreneurship Using The Anp Model In Private Higher Education In North Sumatera. Edukasi Islami, 11(3), 1–12. https://doi.org/10.30868/ei.v11i03.3301
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Suci Afria Sasty Siregar, Fauzi Arif Lubis, Muhammad Ikhsan Harahap
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) by http://www.univpgri-palembang.ac.id/e_jurnal/index.php/JMKSP is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
1.png){kind=logo}
