Integrated Marketing Communication Strategy MARKETING MANAGEMENT Integrated Marketing Communication Strategy Supervised by : DR. MOHAMAD RIZAN, SE., MM.

THE MARKETING COMMUNICATION MIX Marketing communication mix (promotion mix); the specific mix of advertising, personal selling, sales promotion, public relations/publicity, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.

THE PURPOSES OF MARKETING COMMUNICATION (1) Informing; existence of product, usage of product, change of product’s price, mechanism of product, services attributes of company, recovery of mistake message, reducing negative image of product, build company image.

THE PURPOSES OF MARKETING COMMUNICATION (2) Persuading; creating brand preference, switching brand, changing customer perception toward product attributes, creating action & impulse buying, receiving salesman activities.

THE PURPOSES OF MARKETING COMMUNICATION (3) Reminding; short need/want of product, distribution channels of product, brand loyalty & commitment, and product pioneer loyalty & commitment

THE IMPORTANT COMPONENTS OF MARKETING COMMUNICATION (1) The actor of communication; consists of sender/communicator (companies), and receiver (market).

THE IMPORTANT COMPONENTS OF MARKETING COMMUNICATION (2) The materials of communication; ideas, message, media (personal & non-personal) response, feed-back, noise (physical, language, cultural, social status, negative feed-back).

THE IMPORTANT COMPONENTS OF MARKETING COMMUNICATION (3) Process of communication; encoding (sender function) and decoding (receiver function).

THE MARKETING COMMUNICATION MIX (1) Advertising; any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (iklan cetak & siaran, film, brosur & buklet, poster & selebaran, direktori, cetak ulang iklan, billboard, bahan audiovisual, simbol & logo).

THE MARKETING COMMUNICATION MIX (2) Sales promotion; short-term incentives to encourage the purchase or sale of product or service (kontes, undian, permainan, lotere, premium, hadiah, produk sampel, pasar malam dan pameran dagang, demonstrasi, kupon, discount & allowance, low interest funding, hiburan, tukar tambah, garansi).

THE MARKETING COMMUNICATION MIX (3) Public relations; building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image”, and handling or heading off unfavorable rumors, stories, and events (press releases, seminar, annual report, magazine, sponsorships, and special events).

THE MARKETING COMMUNICATION MIX (4) Personal selling; personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships (sales presentations, trade shows, sales counter, door to door, and incentive programs).

THE MARKETING COMMUNICATION MIX (5) Direct marketing; direct communications with carefully targeted individual consumers-the use of telephone, mail, fax, e-mail, the internet, and other tools to communicate directly with specific consumers (catalog, surat, telemarketing, electronic shopping)

PROMOTION MIX STRATEGIES (1) Push strategy; a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, promote to retailers, and the retailers promote to consumers.

PROMOTION MIX STRATEGIES (2) Pull strategy; a promotion strategy that calls for spending a lot on advertising and consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers

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