pengantar integrated marketing communications

Integrated Marketing Communications

Wildan Hakim S.Sos., M.Si. @wildanulhakim wildanha@gmail.com

QUESTIONS:

1. You want business growth? 2. You want more customers? 3. You want more sales?

COMMUNICATIONS?

1

2

3

COMMUNICATIONS ELEMENTS

Sender

Encoding Process

Transmission Device

Decoding

Pengirim pesan

Verbal or Nonverbal

Pembawa pesan

Proses memahami pesan

COMMUNICATIONS ELEMENTS

Receiver

Feedback

Noise

Penerima pesan

Persepsi & tafsir atas pesan

Gangguan terhadap pesan

WHAT IS IMC?

Coordination

and

Integration

Marketing communications tools

Sources within company

Avenue SEAMLESS

PROGRAM

Memaksimalkan dampak

thd konsumen maupun

pihak lain dg biaya

minimal

INTEGRATION AFFECT TO?

[1] Firm’s business to business

[2] Marketing channel

[3] Customer focused

[4] Internally directed communications

BAURAN IMC

MARKETING MIX

PROMOTIONS MIX

IMC PROMOTIONS MIX

BAURAN IMC

MARKETING MIX

• Products • Pricing systems • Distribution systems • Promotional programs

BAURAN IMC

PROMOTIONS MIX

• Advertising • Sales promotions • Distribution systems • Personal selling activities

BAURAN IMC

IMC PROMOTIONS MIX

• Direct marketing • PR programs • Internet marketing • Sponsorship marketing • Database marketing