KOMUNIKASI :

BAURAN
KOMUNIKASI
DAN
PERKEKMBANGA
N KOMUNIKASI
Dosen Pengampu : Dr. Adijati Utaminingsih, S.E.,
M.M.
Kelompok 1. Firda Zania
2. Lutfia Salsabila
(B.131.19.0460)
(B.131.20.0341)
6: 3. Rafita Rahmadhania (B.131.20.0480)
 Pengertian Bauran Komunikasi Pemasaran

Komunikasi pemasaran adalah usaha untuk menyampaikan pesan kepada publik

terutama konsumen sasaran mengenai keberadaan produk di pasar.
Menurut Kotler dan Keller (2012:498), komunikasi pemasaran adalah sarana yang
digunakan perusahaan dalam upaya untuk menginformasikan, membujuk, dan
mengingatkan konsumen baik secara langsung maupun tidak langsung tentang produk
dan merek yang mereka jual.
Menurut M. Anang Firmansyah dalam buku Komunikasi Pemasaran (2020), bauran
komunikasi pemasaran adalah penerapan lima alat promosi utama perusahaan untuk
mencapai tujuan pemasaran. Lima alat utama yang dimaksud ialah iklan, humas,
promosi penjualan, pemasaran langsung, dan penjualan personal.
Ada beberapa proses dalam komunikasi pemasaran antara lain sumber (perusahaan),
encoding (agency iklan, tim pemasaran, sales, dll), transmisi (media koran, koran
digital, media social, website, dll), decoding (respon dari penerima yaitu calon
pelanggan) dan yang terakhir adalah perilaku yang menerima informasi tersebut.
 5 Bentuk Bauran Komunikasi
5. Pemasaran Langsung (Direct Marketing)
Dilakukan melalui komunikasi langsung dengan
pelanggan, bertujuan untuk mendapat tanggapan
secara langsung dari calon konsumen.

4. Hubungan Masyarakat (Public Relations)

Salah satu fungsi dalam manajemen yang
menjadi perantara perusahaan atau organisasi
dengan publiknya.
1. Iklan (Advertising)
Bentuk presentasi nonpribadi (massal)
serta promosi ide, barang, dan jasa dalam
media massa yang dibayar oleh suatu
sponsor tertentu.

3. Promosi Penjualan (Sales Promotion)

Beragam insentif, potongan, atau pemberian jangka
pendek untuk menarik perhatian pelanggan. Contohnya
potongan diskon, pameran dagang, kupon potongan
harga, souvenir, hadiah gratis, dan lain-lain.
2. Penjualan Personal (Personal Selling)
Interaksi langsung antara tenaga penjual dengan satu
atau lebih calon pembeli, interaksi yang dilakukan, antara
lain presentasi, tanya jawab, dan penerimaan pesanan
dari calon pembeli.
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