Designing And Managing

Integrated Marketing Communications

Mohamad Hadi Prasetyo, SE., MM

The role of Marketing
Communication

Komunikasi bagi sebuah pemasaran produk dan jasa merupakan

bagian penting yang tidak bisa dipisahkan serta harus dijalankan
dengan baik agar menghasilkan kesuksesan dari pemasaran itu
sendiri. Komunikasi pemasaran akan mempresentasikan pesan
kepada publik (konsumen) mengenai keberadaan produk yang
akan dipasarkan.
 Promotion Strategies
• Strategies to make the consumer aware of the existence of a product
• NOT just advertising
• IMC merupakan “Voice” of the brand
• Sarana membangun hubungan dengan konsumen.
• Untuk mempengaruhi perilaku pembelian konsumen
• Untuk memberikan informasi kepada konsumen
• Untuk membujuk konsumen
• Untuk mentransformasikan tanggapan afeksi dari konsumen
• Untuk mengingatkan konsumen secara luas
 Public
Relation
Sales Event and and
Advertising Promotion experiences publicity

Marketing
Communication
Mix Direct
Online Mobile Personal
and
and Media Marketing Selling
database
Social marketing
Marketing
Advertising Sales Promotion Event and Experiences Public Relation and Online and Social Mobile Marketing Direct and Database Personal Selling
Experiences Media Marketing Marketing

Print and Boardcast ads Contest, games, Sports Press Kits Websites Text Messages Catalogs Sales Presentations
sweeptakes, lotteries

Packaging outer Premiun and gifts Entertaiment Speeches Email Online Marketing Mailings Sales Meetings

Packaging Inserts Sampling Festivals Seminars Search ads Social Media Marketing Telemarketing Incentive Programs

Cinema

Brochures and booklets

Fairs and Trade Shows

Exhibits
Arts

Causes
Annual Reports

Charitable Donations
Section
Display Ads

Company Blogs
Electronic Shopping

TV Shopping
Samples

Fairs and trade shows

Posters and leasfleats

Directories
Demonstrations

Coupons
Factory tours

Company Museum
Publications

Community Relations
one
Third-party chat rooms,
forums, and blogs

Facebook, twitter
Fax

Catalogs
messages, YouTube
Channels and videos

Reprints of ads Reabates Steet Activities Lobbying

Billboards Low-interest Financing Identitiy Media

Display signs Trade-in Allowances Company Magazine

Point-of-purchase Continuity programs

Designs corporate 2018
displays

DVDs Tie-ins
 How Do Marketing
Communications Works?

Kegiatan komunikasi pemasaran membangun brand awareness,

melakukan brand image yang akan susah dilupakan oleh para
konsumernya dan juga menguatkan para konsumernya untuk loyal
pada produknya sersebut.

www.info.com
 Faktor Dalam Menentukan Bauran Komunikasi Pemasaran
Product life cycle
PRODUCT LIFE INTRODUCTION GROWTH MATURITY DECLINE
CYCLE STAGE

Sasaran TO INFORM Membujuk (to Mengingatkan

Kembali (to
Promosi Persuade) Remind)

Aktivitas Promosi -Publisitas dalam Penjulan Iklan yang Sedikit dana untuk
majalah perorangan pada mengingatkan promosi
-Periklanan perantara kembali
-Armada penjualan Periklanan dengan Promosi penjualan:
dengan mengungjungi atribut yang Diskon, kupon
perantara berbeda dari -Personal aselling

- Promosi penjualan pesaing. terbatas

dengan pemberian -- Direct Marketing

sample untuk mengingatkan

kembali
Elements in the Communcations Process
RESPONS
HIERARCHY MODELS
Hierarchy-0f-effects Innovations-
Stages AIDA Model Model Adoptions Model
Cognitive Stages Attentions Awareness Awareness Exposure

Knowledge Reception

Cognitive Response

Affective Stages Interest Liking Interest

Attitude

Desire Preference Evaluation

Intention

Conviction

Behavior Stages Actions Trial Behavior

Purchase
Adoption
STEPS IN
DEVELOPING
EFFECTIVE Identify target audience

COMMUNICATION
S
Determine Objectives

Desgin Communications

Select Channels

Establish bugdet

Decide on media mix

Measure Result

Manage Integrated marketing

communications
SET THE
COMMUNICATIONS
OBJECTIVES

1. Menetapkan Kategori yang

dibutuhkan
2. Membangun brand awareness
3. Membangun brand attitude
4. Mempengaruhi konsumer membeli
brand yang diproduksi
ESTABLISH THE TOTAL
MARKETING
COMMUNICATIONS BUDGET

AFFORDABLE METHOD

PERCENTAGE-OF-SALES
METHOD
COMPETITIVE-PARTY METHOD

OBJECTIVE-AND-TASK
METHOD
 ADVERTISING
• Perpassiveness

• Amplified

• Control
Characteristic of
The Marketing
Communications
Mix
 SALES PROMOTIONS
• Ability to attention-
getting
• Incentive

• Invitation
Characteristic of
The Marketing
Communications
Mix
 EVENTS AND EXPERIENCES
• Relavant

• Engaging

• Implicit
Characteristic of
The Marketing
Communications
Mix
 PUBLIC RELATIONS AND PUBLICITY
• High credibility

• Ability to reach hard-to-find-buyers

• Dramatization
Characteristic of
The Marketing
Communications
Mix
 ONLINE AND SOCIAL MEDIA
MARKETING
• Rich
• Interactive
• Up to date
Characteristic of
The Marketing
Communications
Mix
MOBILE MARKETING
• Timely

• Influental

• Pervasive

Characteristic of The
Marketing
Communications Mix
DIRECT AND DATABASE MARKETING
• Personal

• Proactive

• Complementary

Characteristic of The
Marketing
Communications Mix
PERSONAL SELLING
• Customized

• Relationship-oriented

• Response-oriented

Characteristic of The
Marketing
Communications Mix
Managing the Integrated Marketing
Communications Process

Integrated Marketing
Communication (IMC) adalah satu
dari sekian proses yang tersedia
guna membina hubungan dengan
customer. Apa yang membedakan
IMC dengan proses customer-centric
lainnya adalah dasar dari proses
tersebut adalah komunikasi.
Integrated IMC Program

1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Conformability
6. Cost
THANKS!