Strategi Komunikasi Pemasaran RRI Malang dalam Upaya Pencapaian PNBP dan Meningkatkan Jumlah Pengiklan

Yulius Yulius, Herru Prasetya Widodo
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Abstract

RRI Malang as a Public Broadcasting Institution continues to survive amid intense competitions, with the demands to meet the target of achieving Non-Tax State Revenues (PNBP), which rely on the main source of revenue such as advertising but are bound by the Government Regulation No. 5 of 2015. The research aimed to find out how the marketing communication strategy of RRI Malang and the obstacles in implementing the strategy in an effort to achieve Non-Tax State Revenue (PNBP) and increase the number of Advertisers. This research used a descriptive qualitative research method with the data collection obtained from interviews and documents then collected and described. The result showed that the strategies applied by RRI Malang were market opportunity analysis and a competitive analysis which is summarized to an integrated marketing communication (IMC) which included: advertising in the form of price advertising, brand advertising and institutional advertising. A direct marketing through media channels such as catalogs, and telemarketing. The sales promotions were through broadcast programs, general and functional advertisements. The personal selling was through personal face-to-face communication. Furthermore, public relations (branding relations) activities were such as making press releases for each activity and becoming a media partner. The Barriers to the implementation of strategies were the limited funding sources and scope to collaborate with sponsors, advertisement selection was difficult to display discounts, because they were bound by the regulation No.5 of 2015 and lack of Human Resources (HR) and discrepancies between tasks and functions in the field of work.
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马朗的RRI营销策略,以实现PNBP公司和增加广告商数量
RRI玛琅作为一家公共广播机构,在激烈的竞争中继续生存,要求达到实现非税国家收入(PNBP)的目标,这些收入依赖于广告等主要收入来源,但受2015年第5号政府法规的约束。本研究旨在找出玛琅RRI的营销传播策略和实施策略的障碍,以努力实现非税国家收入(PNBP)和增加广告商的数量。本研究采用描述性定性研究方法,从访谈和文献中收集数据,然后收集和描述。结果表明,RRI Malang采用的策略是市场机会分析和竞争分析,竞争分析可归纳为整合营销传播(IMC),包括:价格广告、品牌广告和机构广告。直接营销通过媒体渠道,如目录,和电话营销。通过广播节目、普通广告和功能性广告进行促销。个人销售是通过个人面对面的交流。此外,公共关系(品牌关系)活动,如为每个活动制作新闻稿,成为媒体合作伙伴。战略实施的障碍是有限的资金来源和与赞助商合作的范围,广告选择难以显示折扣,因为他们受到2015年第5号条例的约束,人力资源(HR)的缺乏以及工作领域的任务和职能之间的差异。
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