STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA SURATKABAR MALAYSIA (STUDI DESKRIPTIF HARIAN SINAR HARIAN SELANGOR)
Abstract: Sinar Harian has new
comer daily newspaper in Selangor, and positioned as an independent newspapers.
So, this media use marketing communication concepts in order to accepted by
communities in their audience in Malaysia. The whole factor are become from
their integrated marketing communication strategy (IMC), that have five
indicators included advertising, personal selling, direct marketing, public
relations and sales promotions as a promotional mix. Besides IMC strategy,
Sinar Harian also make an IMC steps to high up their ranking at Malaysia
newspaper industries. IMC steps have four indicators and it is identify market
target, make SWOT analized, make a marketing communication goals and strategy
with tactics arrangement After the research, researchers got the truth that
Sinar Harian are threaten a promotional mix indicators like advertising,
personal selling, direct marketing, public relations and sales promotion to get
their profits and sold up the newspaper. Then the IMC steps are made for Sinar
Harian make a strategy based on SWOT analyzed and the whole IMC steps
indicators for their positioning at Malaysia newspapers industries.
Penulis: Razie Bin
Nasarruddin, Anang Hermawan
Kode Jurnal: jpkomunikasidd100116
