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All Journal Jurnal Ranah Komunikasi (JRK)
Harnandi, Khairul Daffa
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Arts Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI INTEGRATED MARKETING COMMUNICATION HARIAN BISNIS INDONESIA DALAM MEMPERTAHANKAN PENGIKLAN ADVERTORIAL: STUDI KASUS DI KOTA PEKANBARU Harnandi, Khairul Daffa; Rumyeni, Rumyeni
Jurnal Ranah Komunikasi Vol 9 No 1 (2025): Jurnal Ranah Komunikasi (JRK)
Publisher : Jurusan Ilmu Komunikasi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/rk.9.1.73-81.2025

Abstract

Sustainability of print media relies heavily on advertising space. Competition in print media advertising in Indonesia requires companies to effectively promote their advertising space. Bisnis Indonesia is a national daily newspaper with a focus on economic and business news. Despite a decrease in circulation and revenue in Pekanbaru City, Bisnis Indonesia was able to maintain the number of advertorial advertisers. Integrated Marketing Communication is used to connect consumers to a company's products or services. This study aims to explore how Bisnis Indonesia implemented Integrated Marketing Communications to maintain advertisers in Pekanbaru City. Qualitative research methods, including observation, interviews, and documentation, were used to collect data. The study found that Bisnis Indonesia utilized personal selling, direct marketing, sales promotion, and event marketing strategies. By integrating these strategies, Bisnis Indonesia successfully maintained the number of advertisers in Pekanbaru City.
Co-Authors Rumyeni, Rumyeni