Abstract:
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 Sample withdrawn from the source used purposive sampling.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.
