STRATEGI KOMUNIKASI RADIO TRAX FM SEMARANG GUNA MENARIK PENDENGAR SESUAI SEGMENTASI

Abstract

Trax FM Semarang is a company engaged in the field of media radio and Event Organizer (EO) and serve the event of some clients, cause it has a young people segmentation. Trax FM Semarang actively implement a communication strategy to attract listeners accordance in its segmentation in order to carry out marketing activities, both internal and external. The study entitled “Communication Strategies of Trax FM Semarang Radio in order to draw the Appropriate Listener Segmentation” have a formulation of the problem on how communication strategies of radio Trax FM Semarang in order to attract listeners accordance in its segmentation with type a descriptive qualitative research. The subject of research are Operations Manager, Program Coordinator, broadcaster and listeners of Trax FM Semarang. From the results of research that has been done, then it is known that Trax FM Semarang has implemented a communication strategy in accordance with existing theory of stages, among other electoral strategy such as strategy whereby communiators, Trax FM Semarang have criteria in the selection of broadcaster and has many stages in the selection process through the Trax Hunt (electoral event looking for a new broadcaster), strategy formulation and presentation of messages is a strategy by Trax FM Semarang in presenting the manuscript where all the existing material is converted into a common language with the aim of make it easy for young people to receive the message, strategy selection and planning media namely active communication strategy through some other media such as advertising in the newspaper and some of the social media or official website of Trax FM Semarang, rolling out some events and cooperation with others who are still in touch with young people, as well as the selection and introduction of strategies where audiences before Trax FM do or launch a communication of Trax FM Semarang, so it is necessary for Trax FM Semarang learn of who will be the target audience in order to perform the appropriate activities.