Print and electronic media presence has given rise to an attitude of seriousness for entrepreneurs, to always improve the quality of the product; pemasran communication strategy (marketing communition) that the company can avoid losses caused by the promotion. are not efisen be included as part of the concept of marketing communications mix (marketing communication mix).The marketing is defined as "the process by the which Asocietal individual and group, can be said that the processes that shape the relationship between communication menyanpaikan induvidu or group in the types of products; goods and services.The essence of Marketing CommunicationsMarketing communication to discuss some problems that have close links with the communication in marketing, marketing communications discussion of the subject studies, among others
Marketing Communications Planning ProcessMarketing communications can be identified as the following:
Strategies to promote a product or company is a development strategy and attributes that will continue well known by consumers.Situation Analyst, Tactics, and StrategiesThe company is a kind of strategy he or more concepts, enabling perusaahn were maintained in an increasingly competitive keras.Perusahan kerangak and who does not have a backup strategy in the face of competitors threatening naru will precisely position their products that already exist.Another goal of the analyst situations, techniques and strategies in marketing communications is to obtain from the consumer (as the main source). Pespon where the first step in the company to be positive.
Curious Communications Planning
Communication planning in communication mendasr pemasran is an important guide to shape us in preparing a strategic plan based on the view of marketing communications. Planning may be more important than a document that we have.Each planning and execution of advertising memilikinilai little if we do not keep in front of consumers.
MARKETING AND PROMOTION
Marketing in the Information Age.
Current condition puts us into a paradigm of competition between two mutually attract, namely industeri disnis era and the era of business information.There are seven basic aspects that must be achieved by business organizations in order to bartahan in a tight competition at this time:
Companies that possess the seventh aspect can be classified to the companies that have the ability to survive during this time.
Support Media (Media Support)
Support media (Media Support) is always associated with keberhasialan business opportunities, costs and audience.dukungan media can also be referred to as alternative media, media that can not be measured as well as a non-traditional media. Support these media include:
Publicity and Corporate Advertising
Publicity
Publicity (publicity) is one technique often used in program publicity relations, because it is able to reach public opinion to support the products / services and establish a perceived quality in the minds of consumers.
To promote the special products that can generate confidence in the products, and strengthen imagenilai of a product to customers' dasrnya khusus.publicity itself on is the development of the concept of news, namely: 5 W +1 H (Who, What, Where, Why, What, and How) only in different marketing alone. 5W news writing are briefly described in the publicity it more likely disajiakn kompeleks and detail.
Direct Marketing
Diret Marketing is: part of the communications program pemasran. The market can not be achieved if we only use one way or medium alone. Masssa media presence in the need to satisfy industeri obtained the opportunity to reach their target market as much as possible. and reach the target which is not covered by the method or teknuk markering.
Personnel SellingPersonnel selling is: improvisiasi of sales by using a communications person to person communication. In marketing communication, personal selling is an important partner and can not be replaced with any other promotional elements.
COMMUNICATION STRATEGY
Human life is inseparable from the scope of communication, humans as social beings, then the communication not only as a means to contact relationship with the individual, but also a tool of communication for humans to survive hidup.komunikasi have the strength to do the selection of various stimuli nearby, which will be selected stimuli and the stimulus can provide a stronger stimulus.
Forms of CommunicationMarketing communication mix include:
In the communication is divided into three parts, namely: Mass, Group, and Personal.each within the scope of mass communication shall be deemed not to know each other. whereas personal karekteritis are: personal communication from one person directly and interact with komunikasi.komunikasi divided into two parts:
Forms of Media Communication
Inter-personal Communication MediaThe development of communication and information technology has given rise to the type of communication medium that is able to interact on a personal or group.communication can perform a search range of interesting information.Objectives of Communication
Changes in KnowledgeEvery action we lakuakan diasdari or unconsciously have a specific purpose in the epidermis of the desire to obtain satisfaction that want segeran achieved as soon as possible.
The human brain works and develops appropriate stimulus (stimulus) from the outside which is connected with the needs that exist in a person. importance of changes in knowledge in the communications strategy at an early stage is a positive step from a presesuntuk changing consumer knowledge is meant to change consumer knowledge that is meant is:
Destination Marketing Communications
Marketing communications aimed at achieving the three stages of change indicated kapada konsumen.tahap first to be achieved from marketing communications strategy is to gaze changes khowledge (knowledge), in this changing consumer aware of the existence of a product, the second stage is the change of attitude in consumer behavior changes attitudes This is determined by three elements mentioned by Sciffman and Kanuk suggests that attitude change is determined stages and conation (behavior), if three of these components indicate a tendency towards a change (cognitive, affective, and conative)
Consumers Indonesia eraser when changed slightly with sedit to Develop a stage called "social knowledge" more dangerous eraser designers who intend to act stupid ad-fooling konsumen.perlu realize that the boundaries of ethics restrictions are actually not intended to limit the keratifitas idea, banking motivate innovation andhigher advertising creativity and memantu the kteatif to provide an ad.
MARKETING COMMUNICATIONS STRATEGY AND PLANNING
Segmentation of PotentialA product created to meet a need or might appoint a desire to be a new requirement.Some companies, experienced a failure when assigning a market segmentation strategy, which is caused by the absence of a sufficiently strong relationship between the products offered by the target product (consumers).
Phase Activities Marketing CommunicationsPhases of marketing communications activities is an important reference in formulating promotional strategies, to the three stages of communication markering namely:
Segmentation
Market segmentation is connected to the developer of a market through a different way of gratification, the ability of marketing communications in the division of the segmentation effect on the media that have obtained kedekatan.segmentasi some assumptions penting.khususnya locate the bad shape in a strong stimulation.Sciffman and Knuk dividing marketing communications in various segments, as follows:
Need (evil)Needs, Maslow's hierarchy kebituhan mentions the existence of which consists of five levels starting from the most important requirement, namely: physical needs such as: eating, drinking, clothing and shelter, needs to be met immediately. yangbterdiri advanced needs of the need for security, bersosalisasi, self-esteem, and love, until the latter requirement is: akualisasi themselves.
Wants (desire)Wants are: a requirement which is used as reference for the product konsumen.karena having an equivalent replacement products, for example: Indonesia rice is the way people solve hunger and the need for Americans to eat a burger to complete the sense laper and karean Americans and people of Indonesia, theburgers can taste laper dijadiaknan settlement tool.
Demand (Demand)Terkhir purchasing power was part of a marketing strategy, afford a product obtained is very strong, but if not supported purchasing power, the product is as dreamily, of course this has been considered by the company.
PROMOTION OPPORTUNITIES IN THE MEDIA
Media TheoriesHarlod D. Lasswell says that a good way to describe the communication is to answer the question Who Says what, in the which channel to Whom, whit what effect, and in which, channel, showed an activity that uses communication channels of communication. In the process of primary communication, communicator and communicant hope directly without being interrupted by other objects or without the media, and the effects of communication can be obtained directly.
Non-Media Communications
Communication is a non-media communication activities carried on by personal selling between sales to the consumer that is a common face to face. non-media communication is a communication process that is primary that took place in face-to-face communicator with komunikakan. in konumikasi marketing need to be observed is the primary communication sejuuh which gives the effect of directly or indirectly for the purpose of markerting.
Mediated communicationMediated communication within the scope of marketing communications as it has been disclosed prior to her that the media is divided into two types of media and mass media nirmassa. communication activities to share media grouping of three sections shown to the masses, and personal groups, namely:
Characteristics of Media
- Communication Strategy
- Segmentation of Potential
- Media Planning
- Creative messaging and Visual
- Cost of Communication and Advertising Expenditure
- Marketing Communications Research
- Future Business Concept
Marketing Communications Planning ProcessMarketing communications can be identified as the following:
- Identify market and the needs of the consumers or consumer perception.
- describe and operationalize an image or perception of target groups goals.
- Mengvaluasikan yamh illustrated a number of behaviors believed to reach the goal.
Strategies to promote a product or company is a development strategy and attributes that will continue well known by consumers.Situation Analyst, Tactics, and StrategiesThe company is a kind of strategy he or more concepts, enabling perusaahn were maintained in an increasingly competitive keras.Perusahan kerangak and who does not have a backup strategy in the face of competitors threatening naru will precisely position their products that already exist.Another goal of the analyst situations, techniques and strategies in marketing communications is to obtain from the consumer (as the main source). Pespon where the first step in the company to be positive.
Curious Communications Planning
Communication planning in communication mendasr pemasran is an important guide to shape us in preparing a strategic plan based on the view of marketing communications. Planning may be more important than a document that we have.Each planning and execution of advertising memilikinilai little if we do not keep in front of consumers.
MARKETING AND PROMOTION
Marketing in the Information Age.
Current condition puts us into a paradigm of competition between two mutually attract, namely industeri disnis era and the era of business information.There are seven basic aspects that must be achieved by business organizations in order to bartahan in a tight competition at this time:
- Consumers are on target
- Creation of the best quality products through the company's latest technology
- The existence of diferentasi products offered by competitors.
- Positioning of products and companies as a market mover.
- Kacapatan in penetration pasr (local and long distance calls)
- Sumbrt human resources with the highest quality and able to work in teams
- Tation beradap mamapu interests in conditions of constantly changing
Companies that possess the seventh aspect can be classified to the companies that have the ability to survive during this time.
Support Media (Media Support)
Support media (Media Support) is always associated with keberhasialan business opportunities, costs and audience.dukungan media can also be referred to as alternative media, media that can not be measured as well as a non-traditional media. Support these media include:
- Out Of Home Media
- Promotional Product Marketing
- Yellow Pages
- Produt Placement
- Inflight Adertising and
- Miscellaneous Media.
Publicity and Corporate Advertising
Publicity
Publicity (publicity) is one technique often used in program publicity relations, because it is able to reach public opinion to support the products / services and establish a perceived quality in the minds of consumers.
To promote the special products that can generate confidence in the products, and strengthen imagenilai of a product to customers' dasrnya khusus.publicity itself on is the development of the concept of news, namely: 5 W +1 H (Who, What, Where, Why, What, and How) only in different marketing alone. 5W news writing are briefly described in the publicity it more likely disajiakn kompeleks and detail.
Direct Marketing
Diret Marketing is: part of the communications program pemasran. The market can not be achieved if we only use one way or medium alone. Masssa media presence in the need to satisfy industeri obtained the opportunity to reach their target market as much as possible. and reach the target which is not covered by the method or teknuk markering.
Personnel SellingPersonnel selling is: improvisiasi of sales by using a communications person to person communication. In marketing communication, personal selling is an important partner and can not be replaced with any other promotional elements.
COMMUNICATION STRATEGY
Human life is inseparable from the scope of communication, humans as social beings, then the communication not only as a means to contact relationship with the individual, but also a tool of communication for humans to survive hidup.komunikasi have the strength to do the selection of various stimuli nearby, which will be selected stimuli and the stimulus can provide a stronger stimulus.
Forms of CommunicationMarketing communication mix include:
- Advertising
- Sales Promotion
- Publicity
- Personal selling and
- Direct Selling
In the communication is divided into three parts, namely: Mass, Group, and Personal.each within the scope of mass communication shall be deemed not to know each other. whereas personal karekteritis are: personal communication from one person directly and interact with komunikasi.komunikasi divided into two parts:
- Mass communication
- Communications group
Forms of Media Communication
Inter-personal Communication MediaThe development of communication and information technology has given rise to the type of communication medium that is able to interact on a personal or group.communication can perform a search range of interesting information.Objectives of Communication
Changes in KnowledgeEvery action we lakuakan diasdari or unconsciously have a specific purpose in the epidermis of the desire to obtain satisfaction that want segeran achieved as soon as possible.
The human brain works and develops appropriate stimulus (stimulus) from the outside which is connected with the needs that exist in a person. importance of changes in knowledge in the communications strategy at an early stage is a positive step from a presesuntuk changing consumer knowledge is meant to change consumer knowledge that is meant is:
- Initiating a new discovery.
- Inform new ways of meeting the needs.
- Describes how satisfaction can be met.
Destination Marketing Communications
Marketing communications aimed at achieving the three stages of change indicated kapada konsumen.tahap first to be achieved from marketing communications strategy is to gaze changes khowledge (knowledge), in this changing consumer aware of the existence of a product, the second stage is the change of attitude in consumer behavior changes attitudes This is determined by three elements mentioned by Sciffman and Kanuk suggests that attitude change is determined stages and conation (behavior), if three of these components indicate a tendency towards a change (cognitive, affective, and conative)
Consumers Indonesia eraser when changed slightly with sedit to Develop a stage called "social knowledge" more dangerous eraser designers who intend to act stupid ad-fooling konsumen.perlu realize that the boundaries of ethics restrictions are actually not intended to limit the keratifitas idea, banking motivate innovation andhigher advertising creativity and memantu the kteatif to provide an ad.
MARKETING COMMUNICATIONS STRATEGY AND PLANNING
Segmentation of PotentialA product created to meet a need or might appoint a desire to be a new requirement.Some companies, experienced a failure when assigning a market segmentation strategy, which is caused by the absence of a sufficiently strong relationship between the products offered by the target product (consumers).
Phase Activities Marketing CommunicationsPhases of marketing communications activities is an important reference in formulating promotional strategies, to the three stages of communication markering namely:
- First: market segmentation
- Second: determine segmentation (one or more) with a product specification or a form of promotion.
- Third: Determine the position of the product as suatau capable of satisfactory consumer products in different ways (diferensasi) of the competitors are realized in the form of a special message.
Segmentation
Market segmentation is connected to the developer of a market through a different way of gratification, the ability of marketing communications in the division of the segmentation effect on the media that have obtained kedekatan.segmentasi some assumptions penting.khususnya locate the bad shape in a strong stimulation.Sciffman and Knuk dividing marketing communications in various segments, as follows:
- Geographical
- Demographic
- Psychology
Need (evil)Needs, Maslow's hierarchy kebituhan mentions the existence of which consists of five levels starting from the most important requirement, namely: physical needs such as: eating, drinking, clothing and shelter, needs to be met immediately. yangbterdiri advanced needs of the need for security, bersosalisasi, self-esteem, and love, until the latter requirement is: akualisasi themselves.
Wants (desire)Wants are: a requirement which is used as reference for the product konsumen.karena having an equivalent replacement products, for example: Indonesia rice is the way people solve hunger and the need for Americans to eat a burger to complete the sense laper and karean Americans and people of Indonesia, theburgers can taste laper dijadiaknan settlement tool.
Demand (Demand)Terkhir purchasing power was part of a marketing strategy, afford a product obtained is very strong, but if not supported purchasing power, the product is as dreamily, of course this has been considered by the company.
PROMOTION OPPORTUNITIES IN THE MEDIA
Media TheoriesHarlod D. Lasswell says that a good way to describe the communication is to answer the question Who Says what, in the which channel to Whom, whit what effect, and in which, channel, showed an activity that uses communication channels of communication. In the process of primary communication, communicator and communicant hope directly without being interrupted by other objects or without the media, and the effects of communication can be obtained directly.
Non-Media Communications
Communication is a non-media communication activities carried on by personal selling between sales to the consumer that is a common face to face. non-media communication is a communication process that is primary that took place in face-to-face communicator with komunikakan. in konumikasi marketing need to be observed is the primary communication sejuuh which gives the effect of directly or indirectly for the purpose of markerting.
Mediated communicationMediated communication within the scope of marketing communications as it has been disclosed prior to her that the media is divided into two types of media and mass media nirmassa. communication activities to share media grouping of three sections shown to the masses, and personal groups, namely:
- The mass media: which is then divided into electronic media and print media
- Media Group, and
- Inter-personal media
Characteristics of Media
- Mass media
- Electronic Media
- Radio
- Television
- Print Media
- Media Out of Home
- Media Communications Group
- Personal Communication Media
Support Cost Promotion
Relation to the cost efficiency of marketing communication that must be considered, if the planning of marketing communications is only focused on priorities for the use of media as a major promotional advice. planning a marketing communications activities should disesuakan with kemampunan financing and budget provided.marketing communications budget will determine what is going dibiayakan saj, segmentation which will be addressed.
Marketing Information System (MIS) Data Base
Another source of information for a manaer berguana in planning activities and biata refers to marketing information system (MSI) causes problems turunyan sales caused by internal factors, accessibility, quality, product, and competitor companies.Sales Report, is an important data that must be treated by doing a comparison of activity of kimunikasi suatau dilakuakan marketing before.
BRAND MANAGEMENT
Definition of Brand
Brand can we call the labeling, the brand has the power to shape the brand penjualan.istilah arises when competition causes the need for sharper product pengutan labek role to classify the products and services that have them in one unit.
Gratification of brands and MythNot all famous brands dominate the market mamapu negari outside Indonesia, especially in Indonesia that the eraser is a kind of product labels in foreign languages with the words MADE IN ... .. always considered to be a brand that is able to provide a guarantee of satisfaction with the reasons of the product complex and carefully so as to provide better results and more powerful.
Brand Management
Creativity and visual messages
Marketing Communications ApplicationsBy using core media that (below the line) and the upper line (above the line) is determined by strategy and visual messages disajiakn. Objectives promotions intended for:
The process of communication messages in the eighth penyanpaian promotional purposes is divided into three stages of change in attitude, namely:
The existence of a product or service and also the function of a product / service change of attitude is shown to change the attitude.
Stimulation MessageStimulation of the message is divided into several characters, namely:
Strategies Attract Consumer Attention and Perception Consumers Against Ad Serving
As said previously that an effective ad that has the greatest likelihood of a purchase, the stimulation will be planned by the review and selection of various forms of advertising such as:
Symbols Color In Visual CommunicationIn some cases, a product or brand diasosiasiakn into the contract specifications in kerangak connotation color preference individi / personal. it is no wonder if this color will be different between groups sat with other groups. but also gives characteristic appearance of prosperity or hope of sustenance berlimpah.negitu many individual's perception of the association led to the use of color in the color of the visual element is important.
PLANNING COST MARKETING COMMUNICATIONS
Communication CostsIn the business activity of economic activity known as the concept of operasioanal cost (opportunity cost). The concept is explained that there are more than one use or utilization of company resources.
Resources owned by companies such as: money (money), man (man), Traffic management (managerial skills), and time (time). Fetra does it mean when the resources used for the x (promotion, for example) then the real money tersebtu DAPT dimafaatkan not only demonstrated for promotional activities only.The essence of the concept of cost opportunitas adalh optimum, effective and efficient of all company resources.
Determination Strategy Marketing Communications BudgetTypes of BudgetIn determining the promotional budget, some items that should be available are:
Campaign Strategy
Planning Advertising campaigns
Destination delivery of messages on campaign strategy in marketing communications is to provide information on the new performance, new service, new product and benefit.penyampaian message information are expected to change public knowledge and References to products and companies.
MARKETING COMMUNICATIONS RESEARCH
As Dasara From Market Research Marketing Communications PlanningA large company usually have the department that handles research marketing.mereka duty to obtain some important information needed such as market research that includes information about the interests of consumers of the product,
Research in Marketing Communications
Planning research in marketing communications ditujikan to provide an overview or a projection of events and a prediction of changes that will appear on the masses to come. In marketing communications, research needed research is divided into four groups namely:
Intellignt Competitive Brand Positioning Strategy
Intelligence function is to assess the strength of competitors and the strength ekstetnal with the intent to convey the circumstances and conditions the company faced in the future is the creation pontensi hari.strategi message can both benefit period (igon anshoff) the importance of competitive intelligence is to establish communication pemasran to analyze the development of the existing business environment around it.
Direct Selling Activity Monitoring and Event ManagementCampaign Activity MonitoringWhen the manager, communications pemasran, required to conduct monitoring of the various promotional activities that have been executed. Monitoring of direct selling, especially in the use of personal communication media (marketing kits) ditunjikan to obtain information from salesengenai constraints in explaining the product to the consumer or there is some information needed by decision over several masalh konsumen.pengambilan encountered, usually provided by the budget 10% to 20% to cope with various problems or constraints, firm or by competitors, and if the budget reserve fund are not available or not teranggarakan, this can not be denied that the company bias occurs ka [pan only, ie fatal ketidaktanggapan berakibatkan managers lose some market share.
THE FUTURE OF MARKETING COMMUNICATIONS
Impact Campaign Against Market DevelopmentPenciptan market development strategies and market opportunities that require little thought berbeda.Konsemen very interested in price and quality of opportunities pasr barang.sterategi creator is a different strategy. Behind the interrelationship between komuniksai Marketing and Relationship Marketing
The need for the application of the concept of relationship marketing, combined with the concept of marketing communication is shown to strengthen pemposisian company and products / services that are owned by the company with marketing groups bisnis.Relationship commucation can only run smoothly if the product standarilasi, behavior and the atmosphere in a corporate environment better . to build the highest position in the market, first: the company must membanguan strong relationships, they both should benefit from industeri Infrastructure where the key is the people and companies that have made industeri it becomes more powerful.
The purpose of relationship marketing is to build a strong market infrastructure, build an atmosphere keakrapan and broader relations, menstransfer knowledge of company and product (a product positioning and corporate), marketing is more sederhan (simple) to facilitate distribution, efficient, and the concentration of more effective marketing.
Public Relations (Public Relations)
Every individual has needs and wants, to fulfill it takes an interaction, and this interaction was met by a variety of interests that may be different. if this applies to the relationship between two individuals then the effects it produces (both positive and negative) effect on the two individuals and if this relationship applies to the individual with the organization or between organizations due to the dihasilakn will affect other individuals.
Publicity Support Against Strengthening Brand ImagePublicity (publicity) is a proprietary communication tool of public relations profession since the beginning of the profession of public relations profession is initiated by dropping publicity.untuk profile of competitors' products that can unwittingly mengiring other consumers to abandon produkpesaing and switch to products which we belong.
Relation to the cost efficiency of marketing communication that must be considered, if the planning of marketing communications is only focused on priorities for the use of media as a major promotional advice. planning a marketing communications activities should disesuakan with kemampunan financing and budget provided.marketing communications budget will determine what is going dibiayakan saj, segmentation which will be addressed.
Marketing Information System (MIS) Data Base
Another source of information for a manaer berguana in planning activities and biata refers to marketing information system (MSI) causes problems turunyan sales caused by internal factors, accessibility, quality, product, and competitor companies.Sales Report, is an important data that must be treated by doing a comparison of activity of kimunikasi suatau dilakuakan marketing before.
BRAND MANAGEMENT
Definition of Brand
Brand can we call the labeling, the brand has the power to shape the brand penjualan.istilah arises when competition causes the need for sharper product pengutan labek role to classify the products and services that have them in one unit.
Gratification of brands and MythNot all famous brands dominate the market mamapu negari outside Indonesia, especially in Indonesia that the eraser is a kind of product labels in foreign languages with the words MADE IN ... .. always considered to be a brand that is able to provide a guarantee of satisfaction with the reasons of the product complex and carefully so as to provide better results and more powerful.
Brand Management
- Brand Campaign
- Brand Recognition
- Brand Preference
- Brand Insistance
- Lovely Brand / Brand Satift.
Creativity and visual messages
Marketing Communications ApplicationsBy using core media that (below the line) and the upper line (above the line) is determined by strategy and visual messages disajiakn. Objectives promotions intended for:
- Awareness, an awareness of the existence of a new product or service.
- Khowledge, provide the information needed for pengguanaan a product or service.
- Likeability, cultivate unity against the appearance of messages
The process of communication messages in the eighth penyanpaian promotional purposes is divided into three stages of change in attitude, namely:
- Conative (awareness, and knowledge)
- Attitude (likeability, beriveing, and image)
- Cognitive (motivation, remembering, and loyality)
The existence of a product or service and also the function of a product / service change of attitude is shown to change the attitude.
Stimulation MessageStimulation of the message is divided into several characters, namely:
- Like or Dislike
- Sensation
- Intensity
- Absolute Threshold and Differentisl Threshold (JND)
- Perceptual Selection
Strategies Attract Consumer Attention and Perception Consumers Against Ad Serving
As said previously that an effective ad that has the greatest likelihood of a purchase, the stimulation will be planned by the review and selection of various forms of advertising such as:
- Verbal and non verbal messages
- Language in Advertising
- Soun Effects and Visual Effects
- Habituate
- Techniques generate Motivikasi Consumers
Symbols Color In Visual CommunicationIn some cases, a product or brand diasosiasiakn into the contract specifications in kerangak connotation color preference individi / personal. it is no wonder if this color will be different between groups sat with other groups. but also gives characteristic appearance of prosperity or hope of sustenance berlimpah.negitu many individual's perception of the association led to the use of color in the color of the visual element is important.
PLANNING COST MARKETING COMMUNICATIONS
Communication CostsIn the business activity of economic activity known as the concept of operasioanal cost (opportunity cost). The concept is explained that there are more than one use or utilization of company resources.
Resources owned by companies such as: money (money), man (man), Traffic management (managerial skills), and time (time). Fetra does it mean when the resources used for the x (promotion, for example) then the real money tersebtu DAPT dimafaatkan not only demonstrated for promotional activities only.The essence of the concept of cost opportunitas adalh optimum, effective and efficient of all company resources.
Determination Strategy Marketing Communications BudgetTypes of BudgetIn determining the promotional budget, some items that should be available are:
- Personal
- Activity
- Quality Control
Campaign Strategy
Planning Advertising campaigns
Destination delivery of messages on campaign strategy in marketing communications is to provide information on the new performance, new service, new product and benefit.penyampaian message information are expected to change public knowledge and References to products and companies.
MARKETING COMMUNICATIONS RESEARCH
As Dasara From Market Research Marketing Communications PlanningA large company usually have the department that handles research marketing.mereka duty to obtain some important information needed such as market research that includes information about the interests of consumers of the product,
Research in Marketing Communications
Planning research in marketing communications ditujikan to provide an overview or a projection of events and a prediction of changes that will appear on the masses to come. In marketing communications, research needed research is divided into four groups namely:
- Behaviour Research
- Media Research
- Efektifikasi Advertising Research, and
- Competitive Research
Intellignt Competitive Brand Positioning Strategy
Intelligence function is to assess the strength of competitors and the strength ekstetnal with the intent to convey the circumstances and conditions the company faced in the future is the creation pontensi hari.strategi message can both benefit period (igon anshoff) the importance of competitive intelligence is to establish communication pemasran to analyze the development of the existing business environment around it.
Direct Selling Activity Monitoring and Event ManagementCampaign Activity MonitoringWhen the manager, communications pemasran, required to conduct monitoring of the various promotional activities that have been executed. Monitoring of direct selling, especially in the use of personal communication media (marketing kits) ditunjikan to obtain information from salesengenai constraints in explaining the product to the consumer or there is some information needed by decision over several masalh konsumen.pengambilan encountered, usually provided by the budget 10% to 20% to cope with various problems or constraints, firm or by competitors, and if the budget reserve fund are not available or not teranggarakan, this can not be denied that the company bias occurs ka [pan only, ie fatal ketidaktanggapan berakibatkan managers lose some market share.
THE FUTURE OF MARKETING COMMUNICATIONS
Impact Campaign Against Market DevelopmentPenciptan market development strategies and market opportunities that require little thought berbeda.Konsemen very interested in price and quality of opportunities pasr barang.sterategi creator is a different strategy. Behind the interrelationship between komuniksai Marketing and Relationship Marketing
The need for the application of the concept of relationship marketing, combined with the concept of marketing communication is shown to strengthen pemposisian company and products / services that are owned by the company with marketing groups bisnis.Relationship commucation can only run smoothly if the product standarilasi, behavior and the atmosphere in a corporate environment better . to build the highest position in the market, first: the company must membanguan strong relationships, they both should benefit from industeri Infrastructure where the key is the people and companies that have made industeri it becomes more powerful.
The purpose of relationship marketing is to build a strong market infrastructure, build an atmosphere keakrapan and broader relations, menstransfer knowledge of company and product (a product positioning and corporate), marketing is more sederhan (simple) to facilitate distribution, efficient, and the concentration of more effective marketing.
Public Relations (Public Relations)
Every individual has needs and wants, to fulfill it takes an interaction, and this interaction was met by a variety of interests that may be different. if this applies to the relationship between two individuals then the effects it produces (both positive and negative) effect on the two individuals and if this relationship applies to the individual with the organization or between organizations due to the dihasilakn will affect other individuals.
Publicity Support Against Strengthening Brand ImagePublicity (publicity) is a proprietary communication tool of public relations profession since the beginning of the profession of public relations profession is initiated by dropping publicity.untuk profile of competitors' products that can unwittingly mengiring other consumers to abandon produkpesaing and switch to products which we belong.
1 comments:
A very interesting article. The insights are really helpful and informative. Thanks for posting.
Marketing Communications
Post a Comment