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Promosi / Komunikasi Pemasaran Pertemuan VIII

Promosi / Komunikasi Pemasaran Pertemuan VIII. Afia R. Fitriati, BSc., MBA. The Marketing Communications Mix. Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Sales Promotion.

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Promosi / Komunikasi Pemasaran Pertemuan VIII

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  1. Promosi/KomunikasiPemasaranPertemuan VIII Afia R. Fitriati, BSc., MBA

  2. The Marketing Communications Mix Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Sales Promotion Protect and/or Promote Company’s Image/products. Public Relations Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Direct Marketing Advertising Personal Selling

  3. Karakteristik Masing-Masing Elemen • Advertising: Mencapaiwilayahgeografisluas, biayarendah per paparan, meskipunbiayakeseluruhan yang tinggi; Konsumenmenganggapbarang yang diiklankansebagailebihdapatdipercaya; mencptakancitra (image) bagiperusahaan; membangunmerek; dapatmerangsangpenjualanjangkapendek; impersonal; komunikasisatuarah; Mahal • Sales Promotion: bisaditargetkanpadatradeatauend-customer; format: hadiah, kupon, kontes, dll; menawarkaninsentifuntukmembeli, meningkatkanpenjualan yang menurun; Merangsangresponcepat; jangkapendek; tidakefektifuntukmembangunbrand preference jangkapanjang • Public Relations: bentuk: artikel berita, fitur berita, kegiatan dan sponsorship, dll; relatifmurah; bergunauntukpencitraan • Personal Selling: interaksipribadimemungkinkanfeedback; relationship-oriented; perhatianlebihtinggidaricustomer; jenispromosi yang paling mahal • Direct Marketing: Telephone marketing, direct mail, online marketing; Cocok untuk pemasarandengan target yang spesifik

  4. Tahap-tahap dalam Mengkomunikasikan (Menjual) Produk • A - Attention (Awareness): Menarikperhatianpelanggan • I - Interest: Menarikminatpelanggan • D - Desire: Meyakinkanpelangganbahwamerekamembutuhkanproduktersebut • A - Action: Mendorongpelangganuntukmembeli KiniseringkalisatuhuruflagiditambahkanAIDA(S): • S - Satisfaction – memuaskanpelanggansehinggamenjadirepeat customer danmenjadisumberreferensi

  5. Promotion Mix & PLC • Pre-Introduction: Sedikit iklan, publisitas awal • Introduction: Iklan besar-besaran, PR untuk awareness, sales promotion agar terjadi trial • Growth:Advertising, public relations, branding dan brand marketing, personal selling ke kanal distribusi • Maturity:Advertising menurun, sales promotion, personal selling, reminder & persuasion • Decline: Advertising& PR menurun, sales promotion secara terbatas, personal selling ke kanal distribusi

  6. Elemen-elemen Dalam Proses Komunikasi Media RECEIVER Message Encoding Decoding Noise Feedback Response SENDER

  7. Masalah-Masalah dalam Penyampaian Pesan Selective Attention Selective Distortion Selective Retention

  8. "Half the money I spend on advertising is wasted; the trouble is I don’t know which half” (John Wanamaker – father of modern advertising)

  9. Elemen-elemendariSuatuPesan(Message) Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity

  10. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Rasional • Menonjolkan fitur serta manfaat suatu produk/jasa • Biasa ditemui pada produk/jasa yang membutuhkan high involvement untuk membeli

  11. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Emosional • Bandwagon (“Kami/semua orang juga pakai..”) • Endorsement vs Plain People • Less than Perfect vs Perfect (Menunjukkan kekurangan vs. Menampilkan Kesempurnaan) • Contoh: kosmetik • Snob vs. Adventure

  12. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Emosional • Humor vs. Rasa takut • Efektif jika digunakan secara tepat • Membuat pesan lebih mudah diingat

  13. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan – Etika/Moral

  14. Product Life-Cycle Stage Push vs. Pull Strategy Buyer/ Readiness Stage Type of Product/ Market Faktor-faktor Dalam Penyusunan Strategi Promosi

  15. Interme- diaries End users Marketing activities Marketing activities Demand Marketing activities Interme- diaries End users Demand Demand Push Versus Pull Strategy Producer Push Strategy Producer Pull Strategy

  16. Promosi Masa Kini • Online Marketing • Mobile Marketing • Bauran “P” No. 5: Partisipasi

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