pengantar integrated marketing communications
DESCRIPTION
Pengantar IMC ini mengulas tentang apa itu komunikasi dan apa hubungannya dengan marketing. This is only a brief slide about communications and its correlations to marketing. This presentation conducted in Bahasa IndonesiaTRANSCRIPT
Integrated Marketing Communications
Wildan Hakim S.Sos., M.Si. @wildanulhakim [email protected]
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