• Istilah Integrated Marketing Communication (IMC) merupakan pengembangan dari istilah promosi. Kata “promosi” berkonotasi arus informasi satu arah, sedangkan Integrated Marketing Communicationlebih menekankan pada interaksi dua arah. Konsekuensinya, promosi dipersepsikan sebagai bentuk komunikasi yang bersifat massal, sedangkan Integrated Marketing ...
Marketing Communication Defining marketing communication is tricky because, in a real sense, everything an organization does has communication potential. The price placed on a product communicates something very specific about the product. A company that chooses to distribute its products ...
FORMAT OF THE EXAMINATION • The examination will consist of a two hour paper . • The total mark for the examination is 70 marks. • This examination will be based on the prescribed book, the study guide, and all assignments ...
Integrated Marketing Communications LEARNING OBJECTIVES LO1 Identify the components of the communication process. LO2 Explain the four steps in the AIDA model. LO3 Describe the various integrative communication channels. LO4 Explain the various ways used to allocate the integrated marketing ...
Chapter Overview • Highly competitive global marketplace. • Greater variety of media available • Emerging trends. • Accountability. • Change in roles of account executives, creatives and brand managers. • Development of alternative media. 1-2 Integrated Marketing Communications Coordination and ...
MKT501 MARKETING MANAGEMENT CASE STUDY: NEURO – INTEGRATED MARKETING COMMUNICATION MKT501 MARKETING MANAGEMENT https://www.youtube.com/watch?v=jI6tg_ZQeqE&feature=youtu.be DISCUSSION QUESTIONS 1.IDENTIFY AND LIST THE RANGE OF COMMUNICATION TOOLS SHOWN IN THE VIDEO 2.DISCUSS WHICH OF THE ...
Integrated Marketing Communication (IMC) Sale Promotion Event Advertising Marketing Packaging Direct & Brand Marketing Designing /Online Marketing Customer Public Relationship Relations Management (CRM) Point of Purchase (POP) IMC At a Glance Advertising • Create awareness • Through mass media ...
Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr... Selecting the Promotion Mix for a Particular Product • Promotional Objectives • Stages in the Product Lifecycle • Target Market Characteristics • Characteristics of the Product &bull ...
Communicating Customer Value: Integrated Marketing Communications Strategy Topic Outline • The Promotion Mix • Integrated Marketing Communications • A View of the Communications Process • Steps in Developing Effective Marketing Communication • Setting the Total Promotion Budget and Mix &bull ...
Media Sosial dalam Integrated Marketing Communication Pada masa kini, pola pemasaran sudah lebih kompleks dan melibatkan banyak interaksi dengan konsumen menggunakan segala media. Pola pemasaran tersebut dikenal dengan Komunikasi Pemasaran Terpadu (Integrated Marketing Communication). Komunikasi pemasaran terpadu adalah sebuah proses ...
Chapter Objectives 1. How does communication take place? 2. What is an integrated marketing communications program? 3. Which trends are affecting marketing communications? 4. What are the components of an integrated marketing communications program? 5. What is meant by GIMC ...
Treatment Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools • Traditional marketing is not going away • Must be complemented by emerging strategic communication techniques 1. Integrated Marketing ...
DEFINITION American Association of Advertising Agencies (AAAA) : Integrated Marketing Communication(IMC) is “a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.&rdquo ...
Learning Outcomes 15-1 Discuss the role of promotion in the marketing mix 15-2 Describe the communication process 15-3 Explain the goals and tasks of promotion 15-4 Discuss the elements of the promotional mix 15-5 Discuss the AIDA concept and its ...
Learning Objectives Local market characteristics that affect the advertising and promotion of products The strengths and weaknesses of sales promotion and public relations in global marketing When global advertising is most effective; when modified advertising is necessary The effect of ...
Marketing Communication “Kegiatan komunikasi yang bertujuan untuk menyampaikan pesan kepada konsumen dengan menggunakan berbagai media,dengan harapan agar komunikasi dapat menghasilkan. Tiga tahap perubahan,,yaitu perubahan pengetahuan, perubahan sikap,dan perubahan tindakan yang dikehendaki” Produk yang baik, dalam arti ...
What is the best marketing? • The one that works. • The one where your target market and consumers get the message on their preferred modality. • The one that is remembered. • The one that sparks buzz. • The ...
Learning Objectives 14-1 Define the five promotion mix tools for communicating customer value. 14-2 Discuss the changing communications landscape and the need for integrated marketing communications. 14-3 Outline the communication process and the steps in developing effective marketing communications. 14-4 ...
Integrated Marketing Communication Media Sales Brand Advertising Promotion Visibility Public Digital Personal Relations Platforms Contact Industry Structure Media Agency Advertiser Technology Suppliers Developing an IMC Plan Marketing Budget Research Strategic Assessment Formulation Activities Decisions IMC Objectives Allocation of Creative Media ...
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