Abstract:
Quality good program will affect the achievement of targets Audience and
sponsors are good also. Sales of the R-tv program each year has increased but the
sales target set by the company's program has not been sold to the maximum. In this
case Marketing R-tv has a responsibility to sell R-tv program using marketing
communication strategies to increase sales on R-tv program Pekanbaru. The method
used in this research is descriptive qualitative. Data collection techniques used
include participant observation, interviews, and documentation. Further sampling to
informants was done by using purposive sampling. As for the subject of this study
amounted to 10 (ten) persons. To check the validity of the research using
participatory extension techniques and triangulation. The results of the study authors
are marketing communication strategy to increase sales of the R-tv program including
planning program concept, target audience and sponsorship, promotion, service and
communication actions. Strategies used RTV will affect the viewer's attention on the
improvement program and make a sponsor or advertiser interested to make the
television as a medium for promotion and publicity to increase sales turnover and the
image of their agency. In increasing sales program, R-tv do marketing
communication strategies are influenced by the factors supporting the media group,
audience and airtime. Limiting Factors Division Marketing in improving sales target
is human resources and capital. Should employees at the division Marketing selected
according to educational background or skill owned or R-tv should give trainings on
marketing communications strategies for the program R-tv can be sold to the
maximum. One effort to address the marketing of capital required R-tv creative in
establishing good cooperation with potential clients, so that the implementation of the
marketing costs are supported by sponsors.
