Designing and Managing

Integrated Marketing
Communications
 Marketing Communications
(Komunikasi Pemasaran)
Marketing Communications (Komunikasi Pemasaran)
adalah sarana yang digunakan perusahaan dalam
upaya untuk menginformasikan, membujuk dan
meningkatkan konsumen langsung atau tidak
langsung tentang produk dan merek yang mereka
jual.
 Marketing Communications Mix

• Advertising
• Sales promotion
• Events and experiences
• Public relations and publicity
• Online and social media marketing
• Mobile marketing
• Direct and database marketing
• Personal selling
Examples
The Communications Process
Models

• Macromodel of the communications process

(Model makro proses komunikasi)
• Micromodel of consumer responses
(Model mikro respons konsumen)
 Macromodel of The
Communications Process
Elements in Communications Process
Micromodel of Consumer Responses
Response Hierarchy Models
Developing Effective
Communications
 DEVELOPING EFFECTIVE
COMMUNICATIONS
(Mengembangkan Komunikasi yang Efektif)

1. Mengidentifikasi audiens yang dituju

2. Menentukan tujuan komunikasi
• Establish need for category
• Build brand awareness
• Build brand attitude
• Influence brand purchase intention
 DEVELOPING EFFECTIVE
COMMUNICATIONS
(Mengembangkan Komunikasi yang Efektif)

3. Merancang pesan
• Message Strategy
• Creative Strategy
• Message Source

4. Memilih saluran komunikasi

• Personal Communications Channels
• Nonpersonal (Mass) Communication Channels
• Integration Of Communications Channels
 DEVELOPING EFFECTIVE
COMMUNICATIONS
(Mengembangkan Komunikasi yang
Efektif)
5. Menentukan total anggaran promosi
• Affordable Method
• Percentage-of-sales Method
• Competitive-parity Method
• Objective-task Method
 SELECTING THE MARKETING
COMMUNICATIONS MIX
(Memilih Bauran Komunikasi Pemasaran)
1. Characteristics of The Marketing
Communications Mix (Karakteristik Bauran
Komunikasi Pemasaran)
a) Advertising e) Online And Social
b) Sales Promotion Media Marketing
c) Events And f) Mobile Marketing
Experience g) Direct And Database
d) Public Relations And Marketing
Publicity h) Personal Selling
Characteristics of The Marketing
Communications Mix
a) Advertising
• Pervasiveness
• Amplified expressiveness
• Control
b) Sales Promotion
• Ability to be attention-getting
• Incentive
• Invitation
Characteristics of The Marketing
Communications Mix
c) Events and experiences
• Relevant
• Engaging
• Implicit
d) Public relations and publicity
• High credibility
• Ability to reach hard-to-find buyers
• Dramatization
Characteristics of The Marketing
Communications Mix
e) Online and social media marketing
• Rich
• Interactive
• Up to date
f) Mobile marketing
• Timely
• Influential
• Pervasive
Characteristics of The Marketing
Communications Mix
g) Direct and database marketing
• Personal
• Proactive
• Complementary
h) Personal selling
• Customized
• Relationship-oriented
• Response-oriented
 SELECTING THE MARKETING
COMMUNICATIONS MIX
(Memilih Bauran Komunikasi Pemasaran)
2. Faktor Dalam Menetapkan Bauran
Komunikasi Pemasaran
• Type Of Product Market
• Buyer-readness Stage

• Product Life-cycle Stage

 SELECTING THE MARKETING
COMMUNICATIONS MIX
(Memilih Bauran Komunikasi Pemasaran)

3. Mengukur Hasil Komunikasi

 MANAGING THE INTEGRATED
MARKETING COMMUNICATIONS PROCESS
(MENGELOLA PROSES KOMUNIKASI
PEMASARAN TERINTEGRASI)

1. Coordinating Media
2. Implementing IMC (Integrated
Marketing Communications)