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INTEGRATED MARKETING COMMUNICATION 2 Overview
Fakultas
ILMU KOMUNIKASI Program Studi
Advertising & Marketing Communication www.mercubuana.ac.id
Cherry Kartika, SIP, M. Ikom
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)
Marketing Mix Elements yang terkoordinasi menciptakan brand image
Traditional Approach to Marketing Communications
Point of purchase
Special events
Publicity
Media Advertising
Public relations Direct marketing
Sales promotion
Packaging
Direct 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
Contemporary IMC Approach Sales promotion
Packaging
Media Advertising
Point of purchase Publicity
Interactive marketing
Direct marketing
Direct response Satu kesatuan message membentuk satu brand image
Public relations
Satu komunikasi dan positioning. Ex: ATL Energen & BTL di jalan tol
Special events
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)
A Contemporary Perspective of IMC
Recognized Adalah bentuk as business a business process process
IMC
Importance of relevant audience Memiliki berbagai audien yang relevan Memerlukan akuntabilitas dan Demand for accountability pengukuran untuk hasilnya
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
Basic Elements of the Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling
Classifications of Advertising National Advertising
Retail/Local Advertising
Consumers Business-to-Business Advertising
Trade Advertising
Organizations
Direct Marketing is Part of IMC Direct Mail Direct Response Advertising
Internet Sales
Direct Marketing Shopping Channels
Telemarketing
Catalogs
Using the Internet as an IMC Tool The Internet
Educates or Edukasi informs konsumen customers
Obtains Mendapatkan customer data info database konsumen information
Sebagai A persuasive media advertising medium persuasif
Berkomunikasi Communicates and berinteraksi dan interacts with buyers dengan pembeli
Sebagai A sales tool tools or an actual sales untuk vehicle penjualan
Menyediakan Provides customer service and support
Membangun dan menjaga customer relationships
Sales Promotion Tools Coupons Samples
Trade Allowances
Contests/Sweepstakes
POP Displays
Refunds/Rebates
Training Programs
Bonus Packs Loyalty Programs
Trade Shows
Events
• Consumeroriented •
[For end-users]
• Trade-oriented •
[For resellers]
Various Uses of Sales Promotion Memperkenalkan Introduce new products produk baru
Membuat Get existing customers to konsumen membeli buy more banyak lagi lebih
Ajang kompetisi dengan kompetitor
Menariknew Attract konsumen customers baru
Sales Promotion Menjaga sales in Maintain off season
Advertising Versus Publicity Factor
Advertising
Publicity
Control
Great
Little
Credibility
Lower
Higher
Frequency
Schedulable
Uncontrollable
Cost
High/Specific
Low/Unspecified
Flexibility
High
Low
Timing
Specifiable
Tentative
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
IMC Audience Contact Tools Broadcast media (TV/radio)
Print media (newspapers, magazines)
Public Relations/ publicity
Out-of-home media
Internet/ interactive
Direct marketing
Target Audience Personal selling
Point-of-purchase (displays, packaging)
Sales Promotion
Word-of-mouth
Events and sponsorship
Product placements (TV and movies)
The Marketing Plan 1. A Menganalisa detailed situation situasianalysis secara detail
2. Menyusun Specific marketing marketing objectives objectives yang spesifik
3. A Menyusun marketingmarketing strategy and strategy program
4. A Menyusun program for program implementing untuk implementasi the strategy strategi
5. Proses monitori dan evaluasi performance
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
Direct marketing
Internet/ interactive
Advertising objectives
Sales promotion objectives
PR/ publicity objectives
Personal selling objectives
Direct marketing objectives
Internet/ interactive objectives
Message strategy
Sales promotion strategy
PR/ publicity strategy
Personal selling strategy
Direct marketing strategy
Internet/ interactive strategy
Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program
Terima Kasih Cherry Kartika, S.IP , M.Ikom
