IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION (IMC) PADA MEDIA CETAK HARIAN RIAU POS DALAM MEMPERTAHANKAN PELANGGAN

Abstract

Integrated Marketing Communication (IMC) is a development process and impelentationof variety persuasive communication program to customer and customer to be ongoing. Theimportant of implementation IMC at the corporate is realizing by daily newspaper Riau Pos.Because of that the aims of this research are to analysis implementation of IMC at Riau Posdaily to keep their customers and to identification of barriers. Methode of this research isdescriptive qualitative with eight informans. The result of this research defined aktivities ofadvertising, direct marketing, sponsorship, merchandising, public relation and websites, thataim to keep the customers. Implementation of IMC at Riau Pos have two barriers, problem ofhuman resources and technical matter at printing process.

Keywords: Integrated Marketing Communication (IMC), daily newspaper, keep thecustomers