Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers

Eka Sri Agustina, Aditya Wirangga Pratama

2020

Abstract

This research is done to find out how the strengths and weaknesses that become internal factors Batamnews in increasing the number of advertisers, how the opportunities and threats that are becoming an external factor Batamnews in increasing the number of advertisers, how marketing communication strategy Batamnews in increasing the number of advertisers and how to position Batamnews compared to other online media. This study uses a qualitative method with a SWOT analysis seen from internal factors, external factors and the profile of competition. The results obtained from IFAS and EFAS are the highest strength namely the many variations of advertisements offered with a score of 0.504. The highest weakness is the number of human resources (HR) with a score of 0.193. The highest chance is that the news displayed has been verified by the Press Council with a score of 0, 580. The highest threat is similar businesses which continue to increase with a score of 0.191. Based on the SWOT analysis diagram the right strategy carried out by Batamnews is an aggressive strategy. In addition, Batamnews can also use strategies contained in the SWOT matrix such as improving news quality, improving the quality of existing advertisements, providing appropriate discounts or prices, and increasing relationships. For the results of the competitive profile matrix in Batamnews is in the first place when compared to two similar companies.

Paper Citation

in Harvard Style

Agustina E. and Pratama A. (2020). Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers. In Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-517-3, pages 237-242. DOI: 10.5220/0010353602370242

in Bibtex Style

@conference{icaess20,
author={Eka Sri Agustina and Aditya Wirangga Pratama},
title={Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers},
booktitle={Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2020},
pages={237-242},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010353602370242},
isbn={978-989-758-517-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Analysis of Marketing Communication Strategies Batamnews.Co.Id in Increasing the Number of Advertisers
SN - 978-989-758-517-3
AU - Agustina E.
AU - Pratama A.
PY - 2020
SP - 237
EP - 242
DO - 10.5220/0010353602370242