STRATEGI KOMUNIKASI PEMASARAN MAJALAH BOBO DALAM MEMPERTAHANKAN OPLAH PENJUALAN

Abstract

One of the success of the print media is to maintain the level of sales. The high number of purchases is one form of evidence of high interest in reading on a particular print media. The phenomenon is encountered in the print media Bobo magazine, in an era that rely on online media in search of entertainment and information, Bobo magazine is able to maintain the sales of its magazine 206,600 copies every week. It is perceived as a unique phenomenon for research. The purpose of this research is to know marketing communication strategy of Bobo Magazine in maintaining sales circulation. It wants to prove the implementation of strategy which is designed by marketing communication section of Bobo Magazine with the theoretical racing that is with IMC (Integrated Marketing Communication) theory. This type of research is descriptive qualitative sulking on research method of case study with pattern patterning technique. There were three informants interviewed, including manager of marketing communication Bobo magazine, advertising sales and marketing Bobo magazine and customer from Bobo magazine. The results of this study show that Bobo Magazine prioritizes program effectiveness. The effectiveness of the program includes several aspects, namely from the use of media tools that exist in IMC theory, including of Advertising, Sales Promotions, Interactive Marketing, Public Relation dan Event. Good coordination between divisions is one aspect of successful marketing communication bobo magazine. Not only that, the use of social media personal magazine bobo is a tool of choice, because it is considered more flexible.