摘要：The research aims to know the implication of reputation marketing strategy in Broadcast MediaManagement, how the Reputation Marketing impacts the improvement of Audience awareness. This is adescriptive research using qualitative approach with the methodology of observant participatory. The result isthat Reputation Marketing is essential to be conducted specially in new radio station to get attention ofaudiences. As the result, its increasing the awareness of the radio station and benefit for the radio station isbecause the increase of the numbers of advertisers.
关键词：reputation marketing; manajemen media massa; awareness; public awareness; radio
