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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