Komunikasi Pemasaran Terpadu_sesi 2
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Komunikasi Pemasaran Terpadu_sesi 2
- 2. Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations.
- 4. Integrating Marketing Communications to Build Brand Equity
- 8. Developing Effective Communications Steps in Developing Effective Communications
- 9. Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buyer Readiness Stages
- 11. Message Source Expertise, Trustworthiness, Congruity Step 3. Designing the Message Message Format Layout, Words, & Sounds, Body Language Message Structure Draw Conclusions Argument Type Message Content Rational Appeals Emotional Appeals Moral Appeals
- 12. Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels
- 13. Select the communication channel Channels Personal Non-personal Advocate Expert Social Media Atmosphere Events Print Broadcast Network Electronic Display
- 14. Step 5. Establish the Budget Competitive Parity Objective & Task Affordable % Of Sales
- 19. Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive
- 20. Step 7. Measure Results Step 8. Manage the IMC Process
- 22. Current Consumer States for Two Brands
- 23. Factors in Developing Integrated Marketing Communications Strategies Product Life-Cycle Stage Type of Product/ Market Push vs. Pull Strategy Buyer/ Readiness Stage
- 24. Push Versus Pull Strategy Producer Wholesaler Retailer Consumer PUSH STRATEGY Producer Wholesaler Retailer Consumer Product flow Communication effort PULL STRATEGY
Editor's Notes
- The Marketing Communications Mix This CTR relates to the material on pp. 422-423. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good "corporate image," and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response.