POSITIONING RADIO DALAM MERAIH IKLAN (STUDI DESKRIPTIF KUALITATIF PERBANDINGAN RADIO PASS FM DAN HARBOS FM PATI)

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.

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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.

Item Type: Thesis (Skripsi)
Additional Information: Alip Kunandar, S.Sos.,M.Si
Uncontrolled Keywords: Strategy, Positioning, Advertising
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 19 Apr 2016 07:34
Last Modified: 19 Apr 2016 07:34
URI: http://digilib.uin-suka.ac.id/id/eprint/20138

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