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Wydaswari, P., Dida, S., Prastowo, F. A. A., & Ryanto, H. (2017). Digital Marketing as a Repositioning Strategy for Radio Broadcasting Agent in Bandung - A Descriptive Study of OZ Radio’s Repositioning Through Instagram. KnE Social Sciences, 2(4), 101-104. https://doi.org/10.18502/kss.v2i4.874

https://doi.org/10.18502/kss.v2i4.874

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authors

  • Paramitha Wydaswari
    No author data available.
  • Susanne Dida
    No author data available.
  • FX. Ari Agung Prastowo
    No author data available.
  • Heru Ryanto
    No author data available.

Published Date

  • Jun 13, 2017

Digital Marketing as a Repositioning Strategy for Radio Broadcasting Agent in Bandung - A Descriptive Study of OZ Radio’s Repositioning Through Instagram

KnE Social Sciences / The 3rd International Conference on Social and Political Science (ICoSaPS) / Pages 101-104

Abstract

OZ Radio Bandung chooses Instagram as a one of their platform for its marketing that helps them promote their repositioning strategy, whichthey initiated on September 2015. OZ Radio Bandung promotes itself as a radio for young people only. By the end of 2015, OZ Radio Bandung set up a plan to reposition its audience segmentation from young people to young-adult. This paper describes OZ Radio Bandung’s usage of Instagram as a platform to reposition itself to its young-adult audience.

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[4] Rakhmat Jalaluddin, Metode Penelitian Komunikasi: Dilengkapi Dengan Contoh Analistik Statistik, Rosdakarya, Bandung, 2007.