Komunikasi Pemasaran Terpadu_sesi 1

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Bagaimana Merk Dibangun (1)

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  • thanks pak Judhie buat ppt nya. Sayang ya, beberapa sumber slide yang di kopi plek dari buku lain berbahasa Inggris tidak dicantumkan dalam slide. sebagai courtesy terhadap penulis/pembuat naskah aslinya, alangkah baiknya mengutip sumber dilakukan.
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Komunikasi Pemasaran Terpadu_sesi 1

  1. 1. Komunikasi Pemasaran Terpadu ( Integrated Marketing Communications ) – 3 SKS A.Judhie Setiawan , M.Si FIKOM , Marcomm , 20 10
  2. 2. Referensi <ul><li>Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu . SHIMP, Terence,Jakarta: Erlangga 2003. </li></ul><ul><li>Advertising & Promotion: An Integrated Marketing Communications Perspective . Belch & Belch, Mc GrawHill, International Edition, 2002. </li></ul><ul><li>Integrated Marketing Communication . Sulaksana, Uyung </li></ul><ul><li>Sinergi Komunikasi Pemasaran , Hifni, Ali. </li></ul><ul><li>Komunikasi Pemasaran Terpadu . Brannan, Tom; PPM Jakarta. </li></ul><ul><li>Internet </li></ul>
  3. 3. Ketentuan Kelas KPT <ul><li>Materi sesuai SAP </li></ul><ul><li>Open book test – Case study </li></ul><ul><li>First is etiquette </li></ul><ul><li>No excuse for Trouble Maker !! </li></ul>
  4. 4. Bagaimana Merk Dibangun (1) Komunikasi Pemasaran Terpadu (Integrated Marketing Communications)
  5. 5. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Value Relationship marketing Mass customization Customer relationship management (CRM) Value Relationship marketing Mass customization
  6. 6. Coordinated Marketing Mix Elements Build Brand © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  7. 7. Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  8. 8. Traditional Approach to Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  9. 9. Contemporary IMC Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
  10. 10. Marketing Communications <ul><li>Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers. </li></ul><ul><li>The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities. </li></ul>
  11. 11. Importance of Marketing Communications <ul><li>not only informs, but is also used to differentiate the seller’s products/services </li></ul><ul><li>may also be effective in affecting the price elasticity of demand (non price competition) </li></ul><ul><li>Prerequisite of Marketing Communication </li></ul><ul><li>the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image </li></ul>
  12. 12. Posisi Komunikasi dalam Bauran Pemasaran Four of P’s Four of C’s Product Customer Solutions Price Customer Cost Place Convenience Promotion Communications
  13. 13. The Communications Process <ul><li>communications requires a channel, with a sender and a receiver, to handle the message </li></ul><ul><li>a message is first encoded by the sender </li></ul><ul><li>the communications channel is then used to deliver the message to the sender </li></ul><ul><li>the receiver decodes the message, based on his or her frame of reference and experience </li></ul><ul><li>may be a need for a response and feedback </li></ul><ul><li>the process can be interrupted by noise </li></ul>
  14. 14. The Process NOISE Competing ads, other distractions MESSAGE CHANNEL Select the media or other vehicle to carry the message ENCODING THE MESSAGE Create an ad, display, or sales presentation MESSAGE AS INTENDED A promotional idea in marketer’s mind FEEDBACK Impact measured using research, sales, or another measure RESPONSE Ranges from simple awareness to purchase DECODING THE MESSAGE Receiver compares message to frame of reference MESSAGE AS RECEIVED Knowledge, beliefs, or feelings of receiver changed
  15. 15. Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The goal of IMC is to generate short-term financial returns and build long-term brand value.
  16. 16. Konsep KPT (IMC) menurut The American Marketing Association <ul><li>Integrated Marketing Communication is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” </li></ul>
  17. 17. A Contemporary Perspective of IMC Demand for accountability and Measurement of Outcomes Recognized as a business process Multiple relevant audiences © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC Demand for accountability Recognized as a business process Importance of relevant audience
  18. 18. Konsep KPT (IMC) - 1 <ul><li>Integrated Marketing Communication adalah konsep perencanaan marketing komunikasi yang melibatkan semua bentuk komunikasi untuk mempengaruhi konsumen sehingga bisa mendapatkan efek komunikasi jauh lebih besar. Bentuk komunikasi itu meliputi iklan, PR, jaringan distribusi, sales promotion , direct marketing , komunikasi on-line , CRM dan bentuk bentuk marketing komunikasi lainnya yang terus berkembang seiring dengan semakin berkembangnya ilmu ini. </li></ul>
  19. 19. Konsep KPT (IMC) - 2 <ul><li>Disini terlihat bahwa iklan merupakan salah satu elemen yang ikut menentukan sukses atau tidaknya marketing komunikasi sebuah brand/produk. Dalam konsep IMC, keberhasilan tidak bisa di klaim sebagai buah kerja keras salah satu bentuk komunikasi saja melainkan kerja keras dari semua elemen karena masing masing elemen memiliki tugas yang berbeda. </li></ul>
  20. 20. Fungsi Aplikasi KPT <ul><li>misalnya seorang klien akan meluncurkan produk A. Tugas iklan adalah membuat publik menyadari kehadiran produk A ( awareness ). Setelah publik sadar, tugas dilanjutkan oleh tim Distribusi, Sales Promotion dan Direct Marketing untuk semakin menggenjot penjualan langsung di pasar. Setelah publik mengkonsumsi produk tersebut, harus dilakukan upaya untuk memelihara loyalitas. Disinilah fungsi CRM yang dengan kreatifitas dan pemahaman consumer insight nya memelihara loyalitas konsumen dengan pengadaan program yang sifatnya massal maupun pendekatan lain yang lebih personal. Efek dari semua kegiatan tersebut adalah meningkatnya sales secara signifikan. </li></ul>
  21. 21. www.slideshare.net/judhie Follow me on: twitter.com/judhie

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