STRATEGI KOMUNIKASI PEMASARAN DIVISI MARKETING DALAM MENINGKATKAN PENJUALAN PROGRAM PADA RIAU TELAVISI PEKANBARU

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.