INTEGRATED MARKETING COMMUNICATION 2

Transkripsi

1 Modul ke: INTEGRATED MARKETING COMMUNICATION 2 Overview Fakultas ILMU KOMUNIKASI Cherry Kartika, SIP, M. Ikom Program Studi Advertising & Marketing Communication

2 Apakah yang disebut dengan 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. Creating Goods Customer relationship management (CRM)

3 Marketing Mix Elements yang terkoordinasi menciptakan brand image

4 Traditional Approach to Marketing Communications Point of purchase Special events Public relations Publicity Media Advertising marketing Sales promotion Packaging response Interactive marketing Fungsi advertising dan materi promo lainnya direncanakan dan dikelola secara terpisah dan dengan budget, cara pandang, dan tujuan yang berbeda juga Aktivitas marketing seperti package design, sales promotion, dan direct marketing services ditangani dengan cara project basis. Ex: ATL & BTL malkist abon di perkantoran

5 Contemporary IMC Approach Packaging Point of purchase Publicity Sales promotion Media Advertising response Public relations Satu kesatuan message membentuk satu brand image Satu komunikasi dan positioning. Ex: ATL Energen & BTL di jalan tol Interactive marketing marketing Special events

6 Defining IMC IMC proses bisnis yang strategik, digunakan untuk merencanakan, mendevelop, melaksanakan dan mengevaluasi program komunikasi kepada konsumen, prospektus karyawan maupun audien interenal dan eksternal lainnya yang terkoordinasi, terukur dan persuasif Tujuan IMC untuk menciptakan keuntungan finansial (jangka pendek) dan brand value (jangka panjang)

7 A Contemporary Perspective of IMC Recognized Adalah bentuk as business a process IMC Importance Memiliki berbagai of relevant audien audience yang relevan Memerlukan akuntabilitas dan Demand for accountability pengukuran untuk hasilnya

8 IMC and Brand Identity Brand Identity Adalah kombinasi beberapa faktor: nama, logo, simbol, desain packaging, performa produk/jasa dan image atau asosiasinya di benak konsumen IMC memainkan peranan penting dalam proses mendevelop dan mempertahankan brand identity maupun brand equity Dengan semakin bertambahnya produk dan servis di pasar maka developing brand identity menjadi sangat krusial. IMC yang dijalankan dengan benar dan terkoordinasi akan membantu brand identity maupun brand equity

9 Basic Elements of the Promotional Mix Advertising Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling

10 Classifications of Advertising National Advertising Retail/Local Advertising Consumers Business-to-Business Advertising Trade Advertising Organizations

11 Marketing is Part of IMC Internet Sales Shopping Channels Mail Marketing Response Advertising Telemarketing Catalogs

12 Using the Internet as an IMC Tool The Internet Educates or Edukasi informs konsumen customers A Sebagai persuasive media advertising medium persuasif A Sebagai sales tools or an untuk actual sales vehicle penjualan Obtains Mendapatkan customer data info database konsumen information Communicates Berkomunikasi and dan berinteraksi interacts with dengan buyers pembeli Provides Menyediakan customer service and support Membangun dan menjaga customer relationships

13 Sales Promotion Tools Coupons Samples Contests/Sweepstakes Refunds/Rebates Bonus Packs Loyalty Programs Events Consumeroriented [For end-users] Trade Allowances POP Displays Training Programs Trade Shows Trade-oriented [For resellers]

14 Various Uses of Sales Promotion Introduce Memperkenalkan new products produk baru Get Membuat existing customers konsumen to membeli buy more lebih banyak lagi Ajang kompetisi dengan kompetitor Sales Promotion Attract Menarik new konsumen customers baru Maintain Menjaga sales in off season

15 Advertising Versus Publicity Factor Control Credibility Frequency Cost Flexibility Timing Advertising Great Lower Schedulable High/Specific High Specifiable Publicity Little Higher Uncontrollable Low/Unspecified Low Tentative

16 Public Relations Tools Publicity Vehicles: Publicity news release, feature articles, press Vehicles conference, special event Community Activities Corporate Advertising Public Affairs Activities Special Event Sponsorship

17 IMC Audience Contact Tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Internet/ interactive Out-of-home media marketing Personal selling Target Audience Sales Promotion Point-of-purchase (displays, packaging) Word-of-mouth Events and sponsorship Product placements (TV and movies)

18 The Marketing Plan 1. A Menganalisa detailed situation situasi analysis secara detail 2. Menyusun Specific marketing objectives yang spesifik 3. A Menyusun marketing marketing strategy and strategy program 4. A Menyusun program for program implementing untuk implementasi the strategy strategi 5. Proses monitori dan evaluasi performance

19 Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Advertising Sales promotion PR/ publicity Personal selling marketing Internet/ interactive Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives marketing objectives Internet/ interactive objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy marketing strategy Internet/ interactive strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program

20 Terima Kasih Cherry Kartika, S.IP, M.Ikom