Communication Management Strategy in iNews Tv Makassar Promotional Ads
DOI:
https://doi.org/10.38073/wasilatuna.v8i01.1807Keywords:
Communication Management Strategy, Promotional Advertising, iNews Tv MakassarAbstract
Although digitalisation and social media have changed the advertising landscape, television remains one of the traditionally effective communication platforms to reach a wide audience. As a medium that offers high visibility and significant impact, television plays an important role in communication strategies, especially in the context of promotional advertising. This research aims to identify and analyse the communication management strategies implemented by iNews TV Makassar in managing promotional advertisements. Using a descriptive qualitative method, this study collected data through observation, in-depth interviews, and documentation to describe the practices and dynamics that occur. The main findings show that the main strategy implemented by iNews TV Makassar is effective advertisement management, which involves intensive cooperation with clients to ensure that they keep choosing iNews TV Makassar as their advertising platform. Quality of service is the main focus, with an emphasis on fulfilling the needs and wants of ad users as well as accuracy in delivering messages to match the expectations of ad agents. This research reveals the importance of good relationship management with ad users and service customisation to achieve optimal client satisfaction, which in turn contributes to the success of advertising promotion at iNews TV Makassar.
Keywords: Communication Management Strategy, Promotional Advertising, iNews Tv Makassar
Downloads
References
Agung Prasetya. “Efektivitas Komunikasi Pemasaran Iklan Di Produk Cetak Dan Produk Online Lembaga Pers Mahasiswa Dinamika UIN Sumut.” KomunikA: Jurnal Ilmu Komunikasi 17, no. 2 (2021): 31–41.
Ali, Hapzi, and Aan Widodo. “DETERMINASI KOMUNIKASI PEMASARAN: ANALISIS IKLAN, PERSONAL SELLING DAN PUBLIC RELATION.” JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL, 2022. https://doi.org/10.38035/jmpis.v3i2.1142.
Arianto, Bambang. “Peran Media Sosial Dalam Penguatan Komunikasi Bisnis Kewargaan Di Era Ekonomi Digital.” Jurnal Ekonomi Perjuangan 4, no. 2 (2022): 132–46. https://doi.org/10.36423/jumper.v4i2.1148.
Asse, Ridho Azlam Ambo. “Strategi Pemasaran Online (Studi Kasus Facebook Marketing Warunk Bakso Mas Cingkrank Di Makassar) Online Marketing Strategy (Case Study Of Facebook Marketing Warunk Bakso Mas Cingkrank In Makassar).” Jurnal Komunikasi KAREBA 7, no. 2 (2018): h. 220.
Dapu, Silvana Monica, Debby D.V. Kawengian, and Grace Waleleng. “Persepsi Khalayak Terhadap Iklan Aqua Botol Tanpa Segel Plastik (Studi Di Kelurahan Malalayang I Timur Kota Manado).” Acta Diurna Komunikasi IV, no. 3 (2015): 1–10.
Djuli, Ellia Ernandilla, and K. Y .S. Putri. “Pengaruh Iklan Televisi Produk Makanan Energen Terhadap Sikap Konsumen.” JCommsci - Journal of Media and Communication Science, 2022. https://doi.org/10.29303/jcommsci.v5i3.157.
Elka Endrana, Muhamad, and Nina Yuliana Universitas Sultan Ageng Tirtayasa. “ANALISIS REPRESENTASI MEDIA TERHADAP GENDER DALAM IKLAN TELEVISI.” Triwikrama: Jurnal Ilmu Sosial, 2023.
Ernabudiarti, Ernabudiarti, and Eem Dhine Hesrawati. “Pengaruh Media Televisi Online Terhadap Kemampuan Literasi Digital Anak Usia Dini.” Jurnal Ilmiah Profesi Pendidikan, 2023. https://doi.org/10.29303/jipp.v8i2.1429.
Febriani, N. S., and W. W. A Dewi. Sejarah Dan Evolusi Strategi Manajemen Periklanan Di Indonesia. Universitas Brawijaya Press, 2022.
Kusuma, Diana Fitri, and Mohamad Syahriar Sugandi. “Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Yang Dilakukan Oleh Dino Donuts.” Jurnal Manajemen Komunikasi 3, no. 1 (2019): 18. https://doi.org/10.24198/jmk.v3i1.12963.
Lestari, Agustin Reski, Umar Basuki, and Yanus Purwansyah Sriyanto. “ANALISIS PERAN ASISTEN PRODUSER DI TEMANGGUNG TV MENGGUNAKAN ROLE THEORY.” MASSIVE: Jurnal Ilmu Komunikasi, 2022. https://doi.org/10.35842/massive.v2i1.64.
Patria, Gloria, and Febta Meldisia. “Pelaksanaan Strategi Komunikasi Pemasaran Melalui Media Instagram (Studi Pada Pawonputri_tgr).” Prosiding Seminar Nasional Hukum, Bisnis, Sains Dan Teknologi, 2022.
Pramesthi, Hanum Kanthi, and Bambang Dwi Prasetyo. “PENGARUH TERPAAN IKLAN TELEVISI TERHADAP BRAND AWARENES.” Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 2023. https://doi.org/10.52423/jikuho.v8i1.16.
Rahmawati, Nur. “Pengaruh Penggunaan Celebrity Endorser Dalam Iklan Sabun Mandi Lux Terhadap Perilaku Konsumen Di Kelurahan Sungai Dama Samarinda.” EJournal Ilmu Komunikasi, 2013, 1 (1): 362- 373 ISSN 0000-0000, Ejournal.Ilkom.Fisip-Unmul.Org 1, no. 1 (2013): 362–73.
Ramadhani, Pipi. “Strategi Inovatif Dalam Mengatasi Problematika Dakwah Di Kota Bukittinggi: Analisis Terhadap Dai, Mad’u , d an Maudhu’,” 2024.
Sembiring, Masdalifah, Al Mutia Gandhi, Siti Nurhaliza, and Soleh Fikri. “Penerapan Strategi Komunikasi Lembaga Dakwah Kampus Sebagai Sarana Aktivis Dakwah Di IAIN Langsa” 15, no. 1 (2024): 15–23. https://doi.org/10.32505/hikmah.v15i1.8409.
Seneru, W., S. T. Paharuddin, F. Y Utama, S. A. N Rosnani, H Murcahyanto, H Mohzana, and S. S Kamaluddin. STRATEGI KOMUNIKASI ORGANISASI YANG EFEKTIF. Cendikia Mulia Mandiri, 2024.
Shafira, Gina, and Indri Rachmawati. “Strategi Promosi Di Media Sosial Dalam Menarik Minat Beli Produk Pakaian.” Bandung Conference Series: Communication Management, 2022. https://doi.org/10.29313/bcscm.v2i1.1720.
Susanto, Elik. “Independensi Media Tempo Dan Pengaruh Ekonomi Politik Dalam Praktik Strukturasi.” Jurnal Pustaka Komunikasi 4, no. 1 (2021): 24–38. https://doi.org/10.32509/pustakom.v4i1.1314.
Syakur Fadlillah Ridwan, Abdan, and Udung Noorrosyad. “Pengaruh Brand Ambassador Kanye West Terhadap Minat Beli Produk Adidas.” Bandung Conference Series: Communication Management 2, no. 1 (2022): 297–300. https://doi.org/10.29313/bcscm.v2i1.1646.
Zulfikar, Alvin, and Kinkin Yuliaty Subarsa. “PENGARUH IKLAN DAN PROMOSI PENJUALAN DI TELEVISI TERHADAP BRAND AWARENESS BUKALAPAK PADA PENGUNJUNG KOTA KASABLANKA.” Inter Komunika : Jurnal Komunikasi, 2019. https://doi.org/10.33376/ik.v4i1.288.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Muhammad Reynaldhy Mutfah, Muh. Akbar, Kahar
This work is licensed under a Creative Commons Attribution 4.0 International License.
