Komunikasi Pemasaran Terpadu_sesi 1
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Transcript of Komunikasi Pemasaran Terpadu_sesi 1
Komunikasi Pemasaran Terpadu (Integrated Marketing Communications) – 3 SKS
A.Judhie Setiawan, M.Si
FIKOM, Marcomm, 2010
Referensi Periklanan Promosi: Aspek Tambahan
Komunikasi Pemasaran Terpadu. SHIMP, Terence,Jakarta: Erlangga 2003.
Advertising & Promotion: An Integrated Marketing Communications Perspective. Belch & Belch, Mc GrawHill, International Edition, 2002.
Integrated Marketing Communication. Sulaksana, Uyung
Sinergi Komunikasi Pemasaran, Hifni, Ali. Komunikasi Pemasaran Terpadu. Brannan, Tom;
PPM Jakarta. Internet
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Ketentuan Kelas KPT
Materi sesuai SAPOpen book test – Case studyFirst is etiquetteNo excuse for Trouble Maker !!
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Bagaimana Merk Dibangun (1)
Komunikasi Pemasaran Terpadu(Integrated Marketing Communications)
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ValueValue
Relationship marketingRelationship marketing
Mass customizationMass customization
Customer relationship management (CRM)Customer relationship management (CRM)
ValueValue
Relationship marketingRelationship marketing
Mass customizationMass customization
Coordinated Marketing Mix Elements Build Brand
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/Internet MarketingInteractive/Internet Marketing
Sales PromotionSales Promotion
Publicity/PublicRelationsPublicity/PublicRelations
Personal SellingPersonal Selling
AdvertisingAdvertising
Direct MarketingDirect Marketing
Interactive/Internet MarketingInteractive/Internet Marketing
Sales PromotionSales Promotion
Publicity/PublicRelationsPublicity/PublicRelations
Basic Elements of the Promotional Mix
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Point ofpurchase
Publicity
Publicrelations
Directmarketing
Interactivemarketing
Specialevents
Packaging
Salespromotion
Directresponse
Traditional Approach to Marketing Communications
MediaAdver-tising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Contemporary IMC Approach
Point ofpurchase
Publicity
Interactivemarketing
Publicrelations
Directmarketing
Specialevents
PackagingSalespromotion
Directresponse
MediaAdver-tising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Communications
Is part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers.
The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities.
Importance of Marketing Communications
•not only informs, but is also used to differentiate the seller’s products/services•may also be effective in affecting the price elasticity of demand (non price competition)
Prerequisite of Marketing Communication
•the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image
Posisi Komunikasi dalam Bauran Pemasaran
Four of P’s Four of C’s
Product Customer Solutions
Price Customer Cost
Place Convenience
Promotion Communications
The Communications Process
communications requires a channel, with a sender and a receiver, to handle the message
a message is first encoded by the sender the communications channel is then used to
deliver the message to the sender the receiver decodes the message, based on
his or her frame of reference and experience may be a need for a response and feedback the process can be interrupted by noise
The Process
NOISECompeting ads,other distractions
MESSAGE CHANNELSelect the mediaor other vehicleto carry the message
MESSAGE CHANNELSelect the mediaor other vehicleto carry the message
ENCODING THEMESSAGECreate an ad,display, or salespresentation
ENCODING THEMESSAGECreate an ad,display, or salespresentation
MESSAGE ASINTENDEDA promotional idea inmarketer’s mind
MESSAGE ASINTENDEDA promotional idea inmarketer’s mind
FEEDBACKImpact measuredusing research, sales,or another measure
FEEDBACKImpact measuredusing research, sales,or another measure
RESPONSERanges from simple awareness topurchase
RESPONSERanges from simple awareness topurchase
DECODINGTHE MESSAGEReceiver comparesmessage toframe of reference
DECODINGTHE MESSAGEReceiver comparesmessage toframe of reference
MESSAGE AS RECEIVEDKnowledge, beliefs,or feelings ofreceiver changed
MESSAGE AS RECEIVEDKnowledge, beliefs,or feelings ofreceiver changed
Defining IMC
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences.
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The goal of IMC is to generate short-term financial returns and build long-term brand value.
The goal of IMC is to generate short-term financial returns and build long-term brand value.
Konsep KPT (IMC) menurut The American Marketing Association
Integrated Marketing Communication is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
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Demand for accountabilityDemand for accountabilityDemand for accountability and Measurement of OutcomesDemand for accountability and Measurement of Outcomes
Recognized as a business processRecognized as a business process
Importance of relevant audienceImportance of relevant audience
Recognized as a business processRecognized as a business process
Multiple relevant audiencesMultiple relevant audiences
A Contemporary Perspective of IMC
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IMCIMC
Konsep KPT (IMC) - 1
Integrated Marketing Communication adalah konsep perencanaan marketing komunikasi yang melibatkan semua bentuk komunikasi untuk mempengaruhi konsumen sehingga bisa mendapatkan efek komunikasi jauh lebih besar. Bentuk komunikasi itu meliputi iklan, PR, jaringan distribusi, sales promotion, direct marketing, komunikasi on-line, CRM dan bentuk bentuk marketing komunikasi lainnya yang terus berkembang seiring dengan semakin berkembangnya ilmu ini.
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Konsep KPT (IMC) - 2
Disini terlihat bahwa iklan merupakan salah satu elemen yang ikut menentukan sukses atau tidaknya marketing komunikasi sebuah brand/produk. Dalam konsep IMC, keberhasilan tidak bisa di klaim sebagai buah kerja keras salah satu bentuk komunikasi saja melainkan kerja keras dari semua elemen karena masing masing elemen memiliki tugas yang berbeda.
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Fungsi Aplikasi KPT
misalnya seorang klien akan meluncurkan produk A. Tugas iklan adalah membuat publik menyadari kehadiran produk A (awareness). Setelah publik sadar, tugas dilanjutkan oleh tim Distribusi, Sales Promotion dan Direct Marketing untuk semakin menggenjot penjualan langsung di pasar. Setelah publik mengkonsumsi produk tersebut, harus dilakukan upaya untuk memelihara loyalitas. Disinilah fungsi CRM yang dengan kreatifitas dan pemahaman consumer insightnya memelihara loyalitas konsumen dengan pengadaan program yang sifatnya massal maupun pendekatan lain yang lebih personal. Efek dari semua kegiatan tersebut adalah meningkatnya sales secara signifikan.
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