the marketing communications mix (promosi pemasaran)
DESCRIPTION
Alip Almurrobbi 132764 Cara-Cara Mempromosikan Produk dan Strategi PemasarannnyaTRANSCRIPT
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Promosi(Komunikasi Pemasaran)
Alip Almurrobbi 132764
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AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.
Protect and/or Promote Company’s Image/products.
Personal Presentations.
The Marketing Communications Mix
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Karakteristik Masing-Masing Elemen
Advertising: Mencapai wilayah geografis luas, biaya rendah per paparan, meskipun biaya keseluruhan yang tinggi; Konsumen menganggap barang yang diiklankan sebagai lebih dapat dipercaya; mencptakan citra (image) bagi perusahaan; membangun merek; dapat merangsang penjualan jangka pendek; impersonal; komunikasi satu arah; Mahal
Sales Promotion: bisa ditargetkan pada trade atau end-customer; format: hadiah, kupon, kontes, dll; menawarkan insentif untuk membeli, meningkatkan penjualan yang menurun; Merangsang respon cepat; jangka pendek; tidak efektif untuk membangun brand preference jangka panjang
Public Relations: bentuk: artikel berita, fitur berita, kegiatan dan sponsorship, dll; relatif murah; berguna untuk pencitraan
Personal Selling: interaksi pribadi memungkinkan feedback; relationship-oriented; perhatian lebih tinggi dari customer; jenis promosi yang paling mahal
Direct Marketing: Telephone marketing, direct mail, online marketing; Cocok untuk pemasaran dengan target yang spesifik
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Tahap-tahap dalam Mengkomunikasikan (Menjual) Produk
A - Attention (Awareness): Menarik perhatian pelanggan
I - Interest: Menarik minat pelanggan
D - Desire: Meyakinkan pelanggan bahwa mereka membutuhkan produk tersebut
A - Action: Mendorong pelanggan untuk membeli
Kini seringkali satu huruf lagi ditambahkan AIDA(S):
S - Satisfaction – memuaskan pelanggan sehingga menjadi repeat customer dan menjadi sumber referensi
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Promotion Mix & PLC
Pre-Introduction: Sedikit iklan, publisitas awal Introduction: Iklan besar-besaran, PR untuk
awareness, sales promotion agar terjadi trial Growth: Advertising, public relations, branding
dan brand marketing, personal selling ke kanal distribusi
Maturity: Advertising menurun, sales promotion, personal selling, reminder & persuasion
Decline: Advertising& PR menurun, sales promotion secara terbatas, personal selling ke kanal distribusi
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Elemen-elemen Dalam Proses Komunikasi
SENDERSENDEREncodingEncoding DecodingDecoding
RECEIVERRECEIVER
MediaMedia
Message
FeedbackFeedback ResponseResponse
NoiseNoise
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Masalah-Masalah dalam Penyampaian Pesan
Selective Attention
Selective Distortion
Selective Retention
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"Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
(John Wanamaker – father of modern advertising)
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Message SourceExpertise,
Trustworthiness,Congruity
Message FormatLayout,
Words, & Sounds,Body Language
Message StructureDraw Conclusions
Argument TypeArgument Order
Message ContentRational Appeals
Emotional AppealsMoral Appeals
Elemen-elemen dari Suatu Pesan (Message)
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Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Rasional
Menonjolkan fitur serta manfaat suatu produk/jasa
Biasa ditemui pada produk/jasa yang membutuhkan high involvement untuk membeli
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Bandwagon (“Kami/semua orang juga pakai..”)
Endorsement vs Plain People Less than Perfect vs Perfect
(Menunjukkan kekurangan vs. Menampilkan Kesempurnaan) Contoh: kosmetik
Snob vs. Adventure
Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Emosional
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Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Emosional
Humor vs. Rasa takut Efektif jika
digunakan secara tepat
Membuat pesan lebih mudah diingat
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Beberapa Daya Tarik (Appeal) yang Biasa Digunakan – Etika/Moral
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Product Life-Cycle
Stage
Type of Product/ Market
Push vs. Pull
Strategy
Buyer/ Readiness
Stage
Faktor-faktor Dalam Penyusunan Strategi Promosi
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Push Versus Pull Strategy
Producer
Producer
Interme-diaries
Marketingactivities
End users
Marketingactivities
Demand Interme-diaries
Demand
Push Strategy
Pull Strategy
End users
Marketing activities
Demand
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Promosi Masa Kini
Online Marketing Mobile Marketing Bauran “P” No. 5: Partisipasi