Browsing by Author "Indah, Kurnia"

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    STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) RIAU POS EVENT MANEGEMENT DALAM MENYELENGGARAKAN HONDA DEVELOPMENT LEAGUE RIAU SERIES
    (2014-05-03) Indah, Kurnia
    Integrated Marketing Communication (IMC) strategy is an integrated part of a whole planning marketing activities and promotional comprehensive company to produce and create the effect of communication in a clear, consistent and maximum for customer. The objective of this study is to analyze the strategy, the factors supporting and the most effective Integrated Marketing Communication (IMC) strategy of Riau Pos Event Management Holding in Honda Development Basketball League Riau Series. This study implemented qualitative descriptive method. The data gathering techniques used was observation, interview, and documentation. Sample withdrawn from the source used purposive sampling. There are a total of 9 (nine) subjects used for this study. The data investigation used was extensive participatory and triangulation which compare the documentation data with study observation result. The result drawn from this study showed that the strategy used by Riau Pos event management in holding Honda Development Basketball League Riau Series is Strategic Integrated Marketing Communication (IMC). It includes advertising, direct marketing, merchandising, sponsorship, public relations and social media and websites. It is done to give contribution to the audiens Honda Development Basketball League Riau Series to preserve their loyal. Nevertheless, factors in supporting a strategy of Integrated Marketing Communication because Riau Pos Event Management directly associated with any media Riau Pos Group. The most effective strategy is done by Riau Pos Event Management in promoting honda Development Basketball League Series is the media Riau Riau Pos newspaper.