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Abstract
Competition among radio stations is becoming increasingly fierce due to the increasing number of radio stations. For private radio stations, advertising is a key input in operating as a professional and profitable mass media outlet. Therefore, radio stations must have a marketing communications strategy to attract advertisers. The author chose Radio Suara Surabaya as the research object because, amidst intense competition in the Indonesian broadcast radio industry for advertisers, Radio Suara Surabaya remains viable and resilient. The research question is how Radio Suara Surabaya employs its marketing communications strategy to attract advertisers. The purpose of this research is to determine Radio Suara Surabaya's marketing communications strategy. This qualitative study used primary data collection through observation, interviews, and documentation. The results concluded that Radio Suara Surabaya's marketing communications strategy to attract advertisers focuses heavily on a personal and integrated approach, based on SWOT and STP analyses. Radio SS employs a compelling promotional mix of personal selling, advertising, and public relations, which has proven to be superior in terms of app installs and followers across various social media platforms.
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References
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References
Agrawal, N., Najafi-Asadolahi, S., & Smith, S. A. (2020). Optimization of Operational Decisions in Digital Advertising: A Literature Review. In Springer Series in Supply Chain Management (Vol. 9, pp. 99–146). https://doi.org/10.1007/978-3-030-31733-1_5
Duralia, O. (2024). The Impact of Digital Marketing on Consumer Behaviour. Studies in Business and Economics, 19(2), 96–109. https://doi.org/10.2478/sbe-2024-0027
Hinderer, H., & Pousa, C. (2021). Digital Communication in B-To-B Sales. International Business Development: A Concise Textbook Focusing on International B-to-B Contexts. https://doi.org/DOI: 10.1007/978-3-658-33221-1_11
Lassar, W. M., Roy, S., & Makam, S. B. (2016). Relationship Communication and Relationship Quality as Predictors of Relationship Continuity BT - Rediscovering the Essentiality of Marketing (L. Petruzzellis & R. S. Winer (eds.); pp. 745–746). Springer International Publishing.
Lela Abdushelishvili. (2025). Social Marketing Communication: The Role of Language and Culture. IGI Global Scientific Publishing. https://doi.org/https://doi.org/10.4018/979-8-3693-3924-4.ch006
Maulida Sari, C. D., & Setiyana, R. (2020). Sosialisasi Digital Marketing pada Usaha Mikro Kecil Menengah (UMKM). Jurnal Pengabdian Masyarakat: Darma Bakti Teuku Umar, 2(1), 63. https://doi.org/10.35308/baktiku.v2i1.2050
Ondriová, I., Fertaľová, T., & Hadašová, L. (2023). Specific approaches to communication in patients who have dementia. Prakticky Lekar, 103(3), 134–137. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85172202763&partnerID=40&md5=0150cbed8bb517e40fb8f95edfaa71c2
Schultz, D. E., Barnes, B. E., Schultz, H. F., & Azzaro, M. (2015). Building Customer-Brand Relationships. In Building Customer-Brand Relationships. https://doi.org/10.4324/9781315706023
Siregar, S. S. G. (2023). Marketing Communication Strategies To Attract Consumer Interest: Literature Review. Journal of Proceedings, 3, 126.
Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Szmoski, R. M., Ferrari, F. A. S., Pinto, S. E. S., Viana, R. L., & Baptista, M. S. (2018). Cryptography based on chaotic and unsynchronized elements of a network. In Chaotic Signals in Digital Communications (pp. 397–421). https://doi.org/10.1201/9781315216256-15