摘要：This research is about the marketing communication audit of Otomotion FM that re-branding intoMotion Radio by analyzing Media Organizational Model through SOSTAC method, Situation-Objective-Strategy-Tactics-Action-Control. This research is also to see the contribution of Reputation Marketing Strategyto achieve the goals of re-branding, This is a descriptive research with qualitative approach by using in depthinterviews by using marketing communication audit format that operates Media Organizational Model andSOSTAC. The result of Marketing Communication Audit shows the effectiveness, strength and weakness of theprevious and ongoing marketing communication as a guide to make marketing communications plan and as aninput to the marketing communication study because increasingly competitive media business.
关键词：rebranding; reputation marketing; marketing communication audit; SOSTAC
