Seminar Pemasaran Strategi Komunikasi

Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs

Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying

Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail

Elements in the Communications Process Sender Message Receiver Response Feedback Noise

IMC Builds Brands

Elements in the Communications Process

Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC

The Five M’s of Advertising Mission Money Message Media Measurement

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet

Marketing Communication Expenditures (2001) Media $ % of Total TV 52.7 22 Radio 19.4 8 Internet 3.4 1 Magazines 12.3 5 Newspapers 49.4 21