The Integrated Marketing Communication of Mugi Rekso Abadi Broadcast Media Division Bandung

Abstract

Radio is now starting displaced by television and the internet. Under these conditions, radio managers must make a creative program for radio existence. Programs require creative ideas and financial capital. To meet the financial capital, some mass media using a strategy of Integrated Marketing Communication. One of the users of the IMC is MRA Broadcast Media Division Bandung. This study aims to determine the IMC activities conducted by MRA Broadcast Media Bandung or IMC conducted by MRA Broadcast Media advertisers in Bandung. The research method used is descriptive-qualitative research method with case study approach. Data collected by interviews with marketing MRA Broadcast Media Division as the first key informant and marketing PT. Fajar Mataram Sedayu as advertisers as key informant second. The results showed that the IMC activities conducted by MRA Broadcast Media Division Bandung using several types of marketing communications such as advertising, direct marketing, sales promotion, public relations, publicity and sponsorship marketing so visible common thread of advertising messages to be conveyed to the audience.