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MINGGU KE XIII

DASAR-DASAR PEMASARAN. MINGGU KE XIII. Pokok Bahasan: Menjelaskan bauran promosi Tujuan Instruksional Khusus: Menjelaskan bauran promosi Menjelaskan elemen-elemen komunikasi Menjelaskan langkah-langakah komunikasi efektif. Chapter 15. Integrated Marketing Communication Strategy.

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MINGGU KE XIII

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  1. DASAR-DASAR PEMASARAN MINGGU KE XIII • Pokok Bahasan: • Menjelaskan bauran promosi Tujuan Instruksional Khusus: • Menjelaskan bauran promosi • Menjelaskan elemen-elemen komunikasi • Menjelaskan langkah-langakah komunikasi efektif DASAR2 PEMASARAN

  2. Chapter 15 Integrated Marketing Communication Strategy DASAR2 PEMASARAN

  3. Advertising Personal Selling Direct Marketing Public Relations Sales Promotion Marketing Communication Mix or Promotion Mix Product’s Design Product’s Price Stores that Sell the Product Product’s Package DASAR2 PEMASARAN

  4. Market Fragmentation Led to Media Fragmentation The Changing Communications Environment Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting DASAR2 PEMASARAN

  5. The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service. DASAR2 PEMASARAN

  6. Elements in the Communication Process (Fig. 14.2) DASAR2 PEMASARAN

  7. Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Steps in Developing Effective Communication Awareness Knowledge Liking Preference Conviction Purchase DASAR2 PEMASARAN

  8. Step 3. Designing a Message Attention Interest Desire Action Steps in Developing Effective Communication Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Illustration, Copy, & Color Body Language DASAR2 PEMASARAN

  9. Step 4. Choosing Media Personal Communication Channels Nonpersonal Communication Channels Steps in Developing Effective Communication Step 5. Selecting the Message Source Step 6. Collecting Feedback DASAR2 PEMASARAN

  10. Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Selling Personal Interaction, Relationship Building, Most Expensive Promo Tool Sales Promotion Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Public Relations Very Believable, Dramatize a Company or Product, Underutilized Direct Marketing Nonpublic, Immediate, Customized, Interactive Setting the Promotion Mix DASAR2 PEMASARAN

  11. Strategy Selected Depends on: Type of Product-Market & Product Life-Cycle Stage Promotion Mix Strategies Push Strategy Pull Strategy Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. DASAR2 PEMASARAN

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