eprintid: 20138
rev_number: 13
eprint_status: archive
userid: 71
dir: disk0/00/02/01/38
datestamp: 2016-04-19 00:34:29
lastmod: 2016-04-19 00:34:29
status_changed: 2016-04-19 00:34:29
type: thesis
metadata_visibility: show
creators_name: MUHAMMAD ZAINAL MUTTAQIN, NIM. 09730029
title: POSITIONING RADIO DALAM MERAIH IKLAN
(STUDI DESKRIPTIF KUALITATIF PERBANDINGAN RADIO PASS FM DAN HARBOS FM PATI)
ispublished: pub
subjects: I
divisions: jur_ikom
full_text_status: restricted
keywords: Strategy, Positioning, Advertising
note: Alip Kunandar,
S.Sos.,M.Si
abstract: Radio is a medium that is close to the community. In almost every family has a
radio. Is not strange to our society still listen to Radio either among the elderly,
young children even though at this present era are already a lot of television. The
closeness of the community with Radio is caused by radio contribution in
delivering the message information, education and entertainment. Aside from
being a channel of information and education is also means of communication
radio advertising effective, because of segmentation of society that is diverse
audience of radio broadcasts. This makes the radio position as a communicator
advertisers are still countable. This study aims to determine how the role of radio
as a communicator positioning to advertisers.
In this study is "Positioning Radio in Grabbing Advertising", this study aimed to
compare Radio Positioning between Pass FM and Harbos FM Pati in grabbing
advertisement. To find out how it compares to the positioning of these two radio
ads in an effort to achieve, researchers used a qualitative descriptive research
model. To obtain information on this study, the researchers interviewed
informants as a source of research data, namely the marketing of both the radio.
Data collection techniques that used in this research is interview (Interview),
observation and documentation. In this study, researchers used media economic
theory that raised by Dennis McQuail to analyze data from the research results.
Dennis McQuail mention that the political economy of media theory as an
approach that focuses more on the economic structure of the payload (the
contents) ideological media.
Based on the results of data analysis showed that the more people who become
listeners a radio station, it will be the greater the possibility for the radio to be
able to make a profit, because life and death of a radio broadcast will be greatly
determined by the number of advertisers. Potisioning in grabbing advertisement if
compared between the two Radio PAS and HARBOS facts can not be compared
because the radio has its own market or segmentation, which one has the identity
of the radio propaganda and information, and the other is a radio dangdut and
humor. If viewed in terms of strategy, the researchers believe that is not the same
as any ordinances or procedures must be different from the suitable deals what
they have planned.
date: 2016-03-28
date_type: published
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   MUHAMMAD ZAINAL MUTTAQIN, NIM. 09730029  (2016) POSITIONING RADIO DALAM MERAIH IKLAN (STUDI DESKRIPTIF KUALITATIF PERBANDINGAN RADIO PASS FM DAN HARBOS FM PATI).  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/20138/2/09730029_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/20138/1/09730029_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf