Penerapan Integrated Marketing Communication (Imc) Di Media Radio Segara Fm Bangkalan

Abstract

This study intends to reveal the facts of the application of the concept of IMC was done by radio Segara Bangkalan.Study used the concept theory of IMC was applied of direct marketing, sales promotion, public relations, personal selling, advertising, and media interaction, marketing which relatively applied to the public audience of Segara radio. This of study used a qualitative descriptive method which intends to find out the phenomenon of concerns about the research subject. In holistic and descriptive manner in the form of words and language, the data collection methods in this used study documentation, techniques, observation and directly interviews to the field. The application of IMC was good to increase the number of radio audience in Segara, from the six concepts of IMC, advertising, public relations, personal selling, sales promotion, direct marketing, and interactive ware marketing, applied directly by radio to the public, so that produce good results against the Segara radio. Keywords: IMC (Integrated Marketing Communication), Media Radio, Audience