INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

In the middle of globalization online media, newspapers as print media are currently experiencing competition in industry. Many people who used to use main accessing news information have now shifted resulting many Indonesia that started dislike their readers. One is daily Kompas . To overcome this, an integrated marketing communication strategy effort needed which must be carried out by newspaper order exist todays globalization. today. This research uses theory Elaboration Likelihood (ELT) and Integrated Marketing Communication (IMC). addition, concepts, strategic digitization concepts concepts. The approach this study a qualitative with descriptive interview methods. method case intends describe results try find comprehensive description situation. data collection techniques were in-depth interviews observations. discussion five mix strategies maintaining its existence direct marketing, sales promotion, public relations, personal selling advertising. conclusion running very well so still exists today midst media.