COMMUNICATE USING INTEGRATED MEDIA

COMMUNICATE USING INTEGRATED MEDIA
COMMUNICATE USING
INTEGRATED
MEDIA

An approach to creating a unified and seamless experience for consumers to interact with
the brand/enterprise; it attempts to meld all aspects of marketing communication such as
advertising, sales promotion, public relations, direct marketing, and social media, through
their respective mix of tactics, methods, channels, media, and activities, so that all work
together as a unified force.
INTEGRATED MARKETING
COMMUNICATION

ADVERTISEMENT
A paid, mediated form of communication from a clear
source, designed to influence the recipient to do
something now or in the future
- Roland T. Rist dan Richard W. Oliver (1994)

ADVERTISING FUNCTION
1. Provide information
The main function of advertising = publicizing the brand.
Making consumers familiar with the brands and products,
educating them about the features and benefits of the brand
and showing a positive image of the brand.
https://www.youtube.com/watch?v=K1EMYwsNUy8
2. Influencing
3. As A Reminder and Raise Brand Awareness
4. Add Values
5. Help the Company's Efforts

2. Influencing
Effective advertising influences target consumers to try the
products or services offered.
Provide the right reasons and emotional appeal to
consumers to try the brand immediately.
https://www.youtube.com/watch?v=gSvSyEiGVl8
4. Add Values

2. Influencing
Advertising keeps the company's brand in the minds
of consumers.
To enrich the recall of the brand so that it indirectly appears
during the selection situation.
https://www.youtube.com/watch?v=z7Ts2iRCl-4
4. Add Values

2. Influencing
4. Add Values
Three ways to add value:
+ Innovation
+ Improve quality
+ Changing consumer perceptions
Innovation must be balanced with quality.
Changing consumer perceptions must be balanced with
innovation and quality.

2. Influencing
4. Add Values
Other efforts that advertising can help with:
+ Help sales
+ Make the seller's statement more credible
+ Increase the effectiveness of other media

ADVERTISING MANAGEMENT PROCESS
Advertising Strategy
● Goal setting
● Determining the budget
● Creating advertising messages
● Choosing advertising media and the means
Strategy Implementation
Assessing Advertising Effectiveness

ADVERTISING MEDIA - Top Line Advertising
(Above The Line)
1. Newspaper
2. Magazine
3. Radio
4. Television
5. Cinema

(Above The Line)
1. Newspaper
2. Magazine
3. Radio
https://www.youtube.com/watch?v=EujfJlkkefY
4. Television
5. Cinema

(Above The Line)
1. Newspaper
2. Magazine
3. Radio
4. Television
https://www.youtube.com/watch?v=lzkmh-GJsak
5. Cinema

(Above The Line)
1. Newspaper
2. Magazine
3. Radio
4. Television
5. Cinema
https://www.youtube.com/watch?v=TyxEORqAXzI

ADVERTISING MEDIA - Bottom Line Ads
(Below The Line)
1. Display or Banner Ads
2. Rich Media (Pop-Up, Interstitial, Superstitial and Video Ads)
3. Blogs, Podcasts and Social Networks
4. Email Ads

ADVERTISING MEDIA - Advertising Through
The Line (Through The Line)
1. 360° Pemasaran Marketing
Integrated approach using both ATL & BTL advertising
medium to gain maximum profits
2. Digital Marketing

ADVERTISING MEDIA - Advertising Through
The Line (Through The Line)
1. 360° Pemasaran Marketing
2. Digital Marketing
Users receive highly personalized communications based
on their needs, wants and preferences. This strategy has a
better ROI and is perceived as better by consumers.

SALES PROMOTION
Media and non-media marketing efforts motivate
consumers to buy goods or services immediately, either at
low prices or increasing added value.
- Lamb, Hair and McDaniel (2001)

Sales Promotion Purpose
Consumer
Efforts to encourage
consumers include:
● Use more products.
● Buy the product in more
units, try the brand
being promoted.
● Attract other buyers
who compete with the
product brand being
promoted.
Salesperson
Support for new products or
models, and encourage
sales in low season.
Retailer
Stimulate them to find new
customers and help sales in
low season.
● Remind shoppers when
it's out of season.
● Offsetting the
promotions of
competitors
● Make retailers loyal to
those promoted

Sales Promotion Step
Define sales
promotion objectives
Develop sales
promotion program
Conducting
preliminary testing of
the program
Selecting sales
promotion tools
Implement and
control the program
Evaluating results

CONSUMER PROMOTION TECHNIQUES
1. Sampling
Offer a certain number of products as trial products
The impact of sampling on repurchase behavior may be
influenced by the quality of the sample product.
+ In-store Sampling
+ Door-to-door Sampling
+ Mail Sampling
+ Newspaper Sampling
+ On-package Sampling
+ Mobile Sampling
2. Coupon
3. Premium

1. Sampling
2. Coupon
Promotional tools that provide savings to consumers when
redeeming them.
+ Point of Purchase Coupon
+ Shelf Delivered Coupon
+ Coupon via Media
+ Coupon scanner-delivered
+ Coupon by Post
3. Premium

1. Sampling
2. Coupon
3. Premium
Articles of merchandise or services offered by
manufacturers to induce action on the part of salespeople, trade
representatives, or consumers.
+ Premium Free in the Mail
+ Self-liquidating Premium
+ Telephone cards
+ Premium In Pack, On Pack, and Near Pack

ELECTRONIC WORD OF MOUTH
Forms of non-formal communication that are partly
directed at customers through internet-based
technology related to the use or characteristics
of a product or service.
- Litvin et al., dalam Abd-elaziz et al., (2015)

Difference between WoM and e-WoM
WOM e-WoM
Credibility The recipient of the
message knows the sender
of the message, has a
positive influence
Anonymity between the sender
and the recipient of the
message, has a negative effect
Privacy Communication is done
privately and directly through
dialogue
Messages are publicly shared
and written, visible to everyone,
anytime
Deployment
Speed
Messages spread slowly.
The sender of the message
must be present when the
message is delivered
Messages are delivered quickly
via the internet and can be
delivered at any time
Accessibility Less accessible Easy to access

Type of e-WoM

SPONSORSHIP
Provider of financial support for a subject event,
activity, institution or individual that is deemed
deserving of it.
- M Linggar Anggoro (2001)

Sponsorship Plan
Target Audience Reach
The suitability of the segment to be
achieved by the company with the
activities
Compatibility with the company’s
or brand positioning
Image conformity indirectly with the
product
Message capacity
The facilities obtained to benefit from
these activities so that the delivery of
the message can be maximized

Kinds of Sponsorship
1. Individual Sponsor
An individual is paid to support a particular product or service.
2. Official Sponsor

Kinds of Sponsorship
1. Individual Sponsor
2. Official Sponsor
Sponsor who support an event. The company provides funds to
support the needs for the event to run smoothly.

ADVERTISING &
COMMUNICATION AT
PLACE OF PURCHASE
Point-of-purchase communication involves displays, posters, signs
and other materials designed to influence the decision to buy at the
point of purchase.

Advertising & Communication at
the Point of Purchase
1. Advertisement in Store
Information about a company's product, to consumers by
using certain media that we usually encounter in shops such as
malls and so on.
2. Outdoor Advertising
3. Place of Purchase Ads

Delivering information about a product or service to the
general public so that it can be known by various people who
are on the move.

Communication tools (displays, posters, signs) are
designed that they can use to influence their purchase decision
at the point of purchase.

See you at IG @liasidik with weekly updates and new insights!
lia s. Associates

COMMUNICATE USING INTEGRATED MEDIA

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