Concept Of Marketing Communications Research Articles

THE PLAN OF INTEGRATED MARKETING COMMUNICATION WITH EMPHASIS ON DESIGNING A STRATEGY FOR THE BRAND X

Purpose: The article discusses the plan of integrated marketing communication with an emphasis on designing a strategy for the brand X. Marketing communication is one of the key elements of strategic marketing, as it has a significant impact on the recognition and success of a company or brand. It should be emphasized that in the era of information technology, information overload, and increasing consumer demands, the concept of marketing communication is much more complex than simply informing target customers about the existence of a product or service. Methodology: The quantitative research was carried out using a survey questionnaire technique. For this purpose, we used a web-based 1KA survey sent via email addresses. Results: The survey determined (1) the level of general interest in alarm systems for the protection of residential, holiday, and commercial properties, (2) the level of awareness of brand X. We further identified (3) the target audience of the brand X, (4) the key message for advertising needs and (5) communication channels through which to address the target audience. Practical implications: The obtained results were our key guidelines in designing a marketing communication strategy for the brand X, aimed at improving the effectiveness of current marketing campaigns and increasing the sales of products under the selected brand.

Konsep komunikasi pemasaran dalam mengenalkan produk home industri pondok pesantren Al Anwar

The concept of marketing communication in introducing products is needed in the marketing activities of home industry products at Putri Al Anwar Islamic Boarding School. The purpose of this research is to find out the concept of marketing communication in introducing home industry products at Putri Al Anwar Islamic Boarding School. The method used in this study is descriptive qualitative, the researcher tries to describe in detail the concept of marketing communications in marketing activities carried out by business actors. The results of research conducted on the concept of marketing communication in introducing home industry products at Putri Al Anwar Islamic Boarding School are determining the brand that will become the identity of the product produced, determining segmentation into small groups, determining target markets according to demographics, characteristics and consumer lifestyles, and positioning as branding that will always be remembered by consumers.
 
 Keywords: Concept, Marketing, Product

Analisis Efektivitas Promosi Perguruan Tinggi Dengan Penerapan Model AISAS

ABSTRACT Technological advances today, especially the internet of things, are widely used by people in their daily transactions, communication and searching for various information. One of the promotional media used in universities is in the form of visual communication media using the AISAS model in describing online promotions used by universities. This study aims to analyze the effectiveness of promotions carried out by the promotion of new student admissions (PMB) of Pekalongan University based on the concept of marketing communication and technological developments, namely attention, interest, search, action, and share (AISAS model). This study used a descriptive approach by distributing questionnaires to prospective new student recipients. With this research, it can be useful to evaluate the new student admissions section so that in making promotions, it is necessary to pay attention to the AISAS aspect so that the number of student applicants is much higher. The results of this study show that online promotion has a significant effect on attention, interest, and share. While promotion does not have a significant effect on search and action. Attention has a significant positive impact on interest. Interest has a significant positive effect on search. Search has a positive and significant effect on actions while actions do not have a significant effect on shares. Keywords: Marketing Communications, Promotion, College, AISAS

Implementasi Strategi Komunikasi Pemasaran Produk Cawang AC Pro PT Gobel Dharma Nusantara di Masa Pandemi Korona

The research focused on the implementation of marketing communication strategy on Cawang Pro Air Conditioning Product at PT Gobel Dharma Nusantara during the corona virus pandemic . Since the corona virus (covid-19) pandemic has spread to almost all corners of the world, has hit the business of goods and services. Many companies must quickly adapt to this condition and also very tight business competition in Air Conditioning products. PT Gobel Dharma Nusantara must adjust to these conditions to anticipate the product disappearing from the market, which is caused by the health crisis. The theoretical framework used in this study is the concept of marketing communication, model concept, marketing communication strategy, online media utilization and AISAS theory. This research was qualitative research with a case study method. The results showed that the implementation of the marketing communication strategy at PT. Gobel Dharma Nusantara have done 3 strategic steps. The first step is planning communication marketing including determining marketing communications objectives, setting a marketing communications budget, and determining the development of marketing communications programs. The second step is executing on marketing communications by changing the tools and elements of marketing communications digitally. The third step is evaluating. Thus, the entire implementation of marketing communications is carried out continuously so that the company continues to exist in the midst of the corona virus pandemic situation

Attention, Interest, Search, Action, and Share (AISAS) Analysis of Promotion Effectiveness of Zomato

Current technological advances, especially the Internet of Things (IoT), are widely used by people in their daily lives to transact, communicate, and find various information. The research analyzed the effectiveness of promotions carried out by companies based on the concept of marketing communication from technological developments, namely the Attention, Interest, Search, Action, and Share (AISAS) model, and how to increase consumer purchases. The research applied a descriptive approach by distributing questionnaires to Zomato Gold members, with a sample size of 180 people. Data analysis applied Structural Equation Modeling (SEM) to see the relationship between promotion, attention, interest, search, action, and share variables. The finding shows that the effectiveness of promotional advertising based on the AISAS model is not significant enough to encourage consumers to make purchases by visiting restaurants with Zomato Gold benefits. Therefore, Zomato needs to increase promotional activities on social media to increase consumers’ attention regarding these promotions by maximizing social media features. The increase in consumers’ attention to promotions will increase their opportunities to be interested, seek information, make purchases, and share information and experiences with others. However, when consumers pay attention to a promotion, they are not immediately interested in the advertisement. So, it is necessary to study other factors, such as internal factors that affect consumers, apart from external factors that influence consumers’ interest and purchasing decisions.

Peran Media Sosial Instagram dalam Mendukung Program Komunikasi Pemasaran Samakta Guest House

The development of internet-based communication technology has had a major impact on communication functions, one of which is in the marketing communication function. Social media becomes a very reliable technology feature for business entities such as companies in carrying out marketing communications and achieving marketing objectives, namely sales and profits. Samakta Guest House as one of the lodging accommodation business practitioners began to adopt social media in order to support its marketing communication program. Through this research, the researcher intends to observe the understanding and basic technical skills of the Samakta Guest House’s marcomm officer regarding the concept of social media-based marketing communication. This study will use the qualitative indepth interview and observation method to understand the Samakta Gueset House marketing communication management phenomena, and then using literature study based on the concept of integrated marketing communication, new media in particularly social media Instagram (IG). The findings of this research are expected to contribute to the understanding of Samakta Guest House Management regarding the skills of utilizing social media, specifically Instagram. Thus, from their understanding of the concept of marketing communication, in the future the management will be increasingly capable to manage various social media contents to support the achievement of sales profits for the company.

Marketing Communication and Synergy of Pentahelix Strategy on Satisfaction and Sustainable Tourism

This study aims to present explicit findings from an internal perspective, namely the interaction patterns of marketing communication between pentahelix elements and testing the expectations of tourists towards tourism activities through a simulation model between variables. This study is divided into two methods of analysis, namely qualitative explorative, where the study aims to invest in communication patterns and patterns of interaction between pentahelix stakeholders in Sitiwinangun Tourism Village, West Java, Indonesia with involve 17 informants who came from pentahelix elements (Government, academics, community, business and media). Second, quantitative method to measure the extent of effectiveness rather than collaboration activities and the role of marketing communication to tourist satisfaction is done by an analytical approach involving 30 tourists through customer satisfaction surveys. The results of this study illustrate that the involvement of each pentahelix element has not been maximized. The pattern of interaction and communication between elements also shows the gap between interests, expectations, and reality. This study provides a real picture that to realize a tourism program that is profitable, holistic, and sustainable requires collaboration that is wrapped with transparent and interactive communication patterns. The marketing communication concept approach combined with collaboration theory between stakeholders can be useful for sustainable tourism.

ДА ЛИ СУ МАРКЕТИНШКЕ КОМУНИКАЦИЈЕ РЕЛЕВАНТНЕ ЗА КУПОПРОДАЈНЕ ПРЕГОВОРЕ?

This paper explores the relevance of marketing communications for buyer-seller negotiations. Although a broad body of knowledge has been developed around marketing communications concept evolution, as well its relevance for all types of organizations, for awareness, knowledge, attitudes and behaviour of consumers, or generally, for managing relationships, a little attention has been devoted to revealing MC contribution to some other business related fields, such as negotiation process. The empirical research presented in the paper confirms the scope and intensity of the impact of MC tools (advertising, sales promotion, personal selling, direct marketing, public relations and publicity, communication aspects of products/services and prices, word of mouth and digital marketing) on preparation for negotiation process: the definition of a zone of possible agreement, the best alternative to negotiated agreement, and the determination of negotiation strategies. The survey was conducted with online based questionnaire with 108 top executives of companies from different industries, in different countries.

The Development and Implementation of the Integrated Marketing Communications Concept

Understanding consumers’ needs implies creating adequate offering, which leads to good and sustainable relations over time. Consumers, under the influence of (new) technologies change their habits, attitudes and behavior in usage of certain product or service as well as the way they communicate. The objective of this paper is to analyze the effects of created communication on brand through developing IMC model. Taking into account consumers’ demographic structure, not only the points at their path to purchase, usage or recommendation, the effects among different groups will be analyzed. Questions that are important for this paper are about awareness of brands in the category, noticeablity of certain ways of communication, and the influence of that communication on behavior is measured. The ultimate goal of every communication is sales and repeated sales, but in that process potential users should be introduced to brand, create need and want to use that brands, to be satisfied, loyal and be it’s ambassadors. Beside usage of the results of primary research, desk method of collecting and analyzing is also used, in order to have detailed insight of certain aspects that are related to the objective of this paper. The results of conducted research indicate that implementation of integrated marketing communications leads to additional sale and better brand positioning, as well as company positioning in the market. Additionally, effective integrated communications positively influence brand positioning and consumers ‘satisfaction is in positive relation with repeated purchase of the brand.

Integrated Marketing Communication (IMC) and Malaysian Airlines Restoration Project

The Integrated Marketing Communications concept refers to the process of managing customer relationships by means of utilising various communications channels and agencies necessary to increase the respective brand’s value. Several definitions that are more complicated have been presented in this regard as well. The Malaysian Airlines is one of the world’s both famous and infamous airline companies. The potential relevance of the IMC for the Malaysian Airlines consists in the former’s capacity to be used in order to strengthen the tarnished corporate image.

PENGARUH BRAND IMAGE AIR ASIA TERHADAP KEPUTUSANPEMBELIAN TIKET MASKAPAI PENERBANGAN PADA KONSUMEN PEGANGSAAN DUA

The objective of this research is to analyze the influence of brand image on purchase decision. Researcher finds the problem when the airlines start the development in Indonesia, one of them is Air Asia. Air Asia is a company which provides airlines transportation service, besides it is awarded by Skytrax as The World’s Top Low-Cost Airlines of 2016. Researcher wants to know that the brand image of Air Asia as low cost airline influences the consumer purchase decision of airline ticket in Pegangsaan Dua, North Jakarta region.This research uses concept of marketing communication, cover brand image and consumer purchase decision. By those concepts it can be understood the factors in variable which researcher choose. Researcher try to analyze how big consumer decision in airline ticket purchasing was influenced by Air Asia brand image.The method used is quantitative method with descriptive approach. This research took brand image of AirAsia as the research object. In the study author collected data through questionnaires that distributed to 100 respondents who were in the area Pegangsaan Dua, North Jakarta. Questionnaire data that have been obtained, then processed with SPSS 20.0.The method of this research showed that the distribution of the data is normal. By this research it will be showed that there’s influence of Air Asia brand image on consumer purchase decision of airline ticket in Pegangsaan Dua, North Jakarta region is 37,2%.Conclusion of this research is the value of product or service in consumer’s mind can influences consumer purchase decision. In this research it is showed that besides the brand image, sales promotion is also the other factor which can influences consumer purchase decision of airline ticket. Keywords: Brand Image, Purchase Decision, Airline Ticket

Integruota rinkodaros komunikacija: edukacinių renginių rėmimo virtualių platformų vertinimas

The improvement of marketing communication channels become the actual objective in developing educational events activities. The inefficient use of communication tools in promotion of educational events does not sufficiently encourage consumers to take interest in such events. Marketing communication experiences gained in promoting various events can be useful in improving the channels for promoting educational events. This article summarizes the experience gained by organizers of educational events through integrated empirical research, the results of which are based on the perspectives and ways of using such integrated marketing communication channels as specialized platforms for the promotion and promotion of educational events that allow expanding the possibilities of traditional communication tools. Based on the theoretical analysis and empirical research findings, the article summarizes the experience gained in the field of event promotion and publicity measures. Analyzing the peculiarities for various channels of events promotion, the advantages of using virtual platforms of educational events promotion and opportunities for improving integrated marketing communication tools are revealed. The integrated marketing communication concept application for educational event publicity is a viable educational events marketing development tool. The educational events format is not strictly regulated, and educational events have many different features, shapes, although they correspond to education, training and educational concepts.The larger scale of the event organizers lies in that they mostly use the greater part of the funds in targeted paid advertising in order to attract the target audience of consumers. In smaller event organization processes, the greater emphasis is being given on online advertising. Therefore, the application of integrated marketing communication is becoming an important tool for supporting small-scale publicity events.The most commonly used integrated marketing communication tools are as follows: Site search engine optimization (SEO and SEM), the Google Adwords advertising tool, advertising panels/banners. These measures are not used by all of the business entities, but they help to reach the target audience with sufficient accuracy.Social networking is the most used tool for event organizers to publicize events, attract various groups of interested persons, to communicate with customers so as to get feedback.The evaluation of each site’s social benefits specifics can help to make efficient use of integrated marketing communication purposes:a) Facebook allows you to quickly create an event advertisement, show how effective are the heavy advertising options and how quickly the target audience is being reached. Paid advertising of the event function allows you to filter target audiences based on specific criteria and to promote your event precisely to those audiences;b) The LinkedIn network offers a number of promotional tools, which allows for sharing of information about organized events, communicating with certain groups and searching for partners.Social networks are integrated in a virtual environment, where you can choose the advertising strategies and where you can also manage, monitor and analyze them.Event promotion and ticketing platforms are becoming an increasingly popular form used for event publicity, since the type of operating principles of these sites comply with the complex elements of promotion.Event promotion platforms are the main features of events publicity, ticket sales and registration for the events execution. These sites are perfectly tailored as publicizing events and event notices providing key information. Analytical tools allow one to analyze customer flows, because this platform is linked with social networks; therefore, these platforms can be used to share publicized events on social networks and thus expand the scope of the audience.Virtual platforms are superior in comparison with the social networks, as they are integrated with additional functions, such as the concept of the event, budget, time limits, transfer calls and so on.The event publicity virtual platform is designed to attract the target audience, so it can become a viable integrated marketing communication tool, ideal for educational events to inform visitors and to attract them. The biggest drawback is that despite the fact that the virtual platform is fully optimized, their popularity in Lithuania is not high, and event organizers are just starting to use these event publishing processes.

Komunikacja marketingowa w procesie współpracy międzysektorowej organizacji pozarządowej

Współpraca międzysektorowa jest złożonym procesem i dużym wyzwaniem dla NGO, począwszy od jej zainicjowania do realizacji postanowień porozumienia międzyorganizacyjnego. Często zachodzi ona w warunkach wirtualności. Kooperujące podmioty dzieli najczęściej pewien dystans przestrzenny. Warunki współpracy międzysektorowej organizacji pozarządowych wymagają zatem wdrażania narzędzi usprawniających komunikowanie się pomiędzy kooperantami oraz pomiędzy kooperantami a ich otoczeniem. Celem niniejszego artykułu jest ocena roli komunikacji marketingowej w procesie współpracy międzysektorowej organizacji pozarządowej.Podstawą rozważań prowadzonych w artykule jest przegląd literatury przedmiotu oraz badania pierwotne przeprowadzone wśród organizacji pozarządowych, organizacji publicznych i przedsiębiorstw z subregionu ostrołęckiego. Badania zostały przeprowadzone metodą wywiadu kwestionariuszowego w 2014 roku. Organizacje pozarządowe, posiadające doświadczenie współpracy międzysektorowej, podkreślały, że właśnie komunikacja marketingowa stanowi kluczową barierę w nawiązaniu i rozwoju współpracy. W artykule zaproponowano koncepcję procesu komunikacji marketingowej NGO na poszczególnych etapach współpracy międzysektorowej.

Marketing Communications Mix in Higher Education Institutions

In a perpetually changing society, with ever shifting technologies and web instruments, the role of marketing becomes crucial. Realizing the importance of marketing in their daily activities, universities have started using it more and more, especially emphasizing the basic marketing mix (product, price, promotion, and placement). Marketing communication is also highly important, as it has the capacity to facilitate student-university communication. For the best results, universities must apply the tried and tested methods that companies have been using for decades. The present article starts by introducing the concept of marketing communication, along with its pitfalls, uses and current misconceptions. It touches on its brand-genesis capacities` and then underscores the importance of integrated marketing communications. Afterwards the communication mix proposed by Kotler is chosen as a point of reference and analyzed from the perspective of a higher education institution, with examples of how universities are using each and every mix element. In the final part, the importance of integrated marketing communication is reiterated and further expanded upon, after which conclusions are drawn about the uses and misuses of the marketing communication mix.

STRATEGI KOMUNIKASI PEMASARAN TERPADU EKOWISATA DI KEBUN RAYA EKA KARYA, BEDUGUL, BALI

Ecotourism of Bali Botanical Garden, Bedugul, Tabanana Regency,
 Bali, has been able to increase the number of visitors from time to
 time though it is still far from the optimum level. In 2010-2011 the number of visitors at Bali Botanical Gardens was counted for 368.927 people. Based on the data, visitors interest to visit Bali
 Botanical Garden are still low. Facing this problem, integrated
 marketing communication strategy is needed.This paper discusses
 implementation of integrated marketing communication concept
 created by Philip Kotler to the market ecotourism at Bali Botanical
 Garden, by using case study for qualitative research.The results of
 this analysis show that implementing this concept made a better
 relationship between Bali Botanical Garden and its visitors, also
 increasing quantity of its visitors.

Analisis Pengaruh Bauran Pemasaran Jasa Terhadap Minat Pengunjung Pada Obyek Wisata Museum Kesehatan Dr. Adhyatma, MPH Surabaya

The role of museums in Indonesian society is still very minimal. From a marketing perspective, it can be said museum in Indonesia have not been utilizing the concept of marketing communication. One of the museum in Surabaya is the Museum of Health Dr. Adhyatma, MPH. For the manager of the museum 's need to pay attention to the factors that can stimulate consumers are sourced from marketers or often called the marketing mix, such as: product, price, promotion, place, people, process, physical evidence, so as to improve customer service visit the visitor's interest Health Museum of Dr. Adhyatma, MPH Surabaya. This research was conducted in order to determine and analyze the influence of eight factors of marketing mix to interest visitors to visit the Museum of Health Dr Adhyatma, MPH Surabaya. In terms of the method used, this study is a conclusive studies with statistical hypothesis testing coupled with the aim to test the hypotheses put forward. Form of survey research design, the research conducted by distributing questionnaires. The samples were 135 visitors Museums of Health Dr. Adhyatma, MPH Surabaya. The scale of measurement in this study is using a Likert Scale. The analysis technique used Structural Equation Modeling ( SEM ). The conclusion that can be drawn from this finding is variable product, price, promotion, place, people, process, physical evidence, and customer service significant positive effect on the interest of visitors to the Museum of Health Dr. Adhyatma, MPH Surabaya. In connection with the matter, the manager of the museum needs to provide training to employees on a regular basis and in accordance with their respective sectors, respectively, so that later an employee is able to provide fast service and appropriate expectations of visitors.Keywords: product, price, promotion, place, people, process, physical evidence, customer service and visitor interest

Comunicación integrada de marketing: un acercamiento a la evolución del concepto

This paper analyzes integrated marketing communications by reviewingdifferent conceptualizations and recognized models that describe it. With the objective of analyzing the development and evolution of the integrated marketing communications concept, a brief review of the conceptual proposals that had the largest academic impacts till the moment and the proposal that recognizes it as a multidimensional concept are considered.

Segmentation of Czech consumers as for their relationship to organic foods

Products of organic agriculture have gained a significant attention among consumers. It creates a visible impact also on the products of conventional agriculture. This leads to the necessity to apply target marketing at the food resp. organic food markets. The objective of this article is to explore the possible approaches to the process of market segmentation at these consumer markets. The data of the Market & Media & Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Three lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. The data were analysed in several steps using multidimensional analyses. The results indicate a different marketing potential of the investigated approaches. A priori segmentation seems to be more proper for the purpose of the sales management. A broadly based post hoc segmentation should be useful when the concept of marketing communication is to be created. The elaborated forward segmentation approach will take place when the marketing strategy is evaluated.  

İntermodal Limanlar ve Pazarlama İletişimi: Liman Web Sitelerinin İçerik Analizi

Components of integrated marketing communications have considerable, significant effects for port businesses in a highly competitive environment on their services and activities to existing and potential customers as well as informing them about such services and activities. In such marketing communication process, ports may focus on integrated marketing communication elements in order to differentiate themselves from competing ports and attract more customers. Having effective intermodal hinterland networks and gaining intermodal characteristics can be regarded as one of the differentiating factors for ports. This study examines the basic concepts of intermodal port systems in connection with marketing communications concept. The main purpose of this study is to determine to what extent the member ports of ESPO (European Sea Ports Organization) includes the variables of intermodal in their websites. To do this, content analysis is used. According to the findings of the study, the terms of intermodal, multimodal and combined transport and intermodal capabilities that ports mostly include in their websites are the Hamburg-Le

A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept

This article describes a pilot study testing some aspects of the integrated marketing communications concept. The study is timely and relevant to the field because it employs an empirical approach to addressing the heated controversy over the validity of the integrated marketing communications concept. This controversy is based upon doubt about the theoretical basis for integrated marketing communications and the lack of empirical research in the field identified in the integrated marketing communications literature. In an effort to address the conceptual validity controversy directly, the study adopted the first use of an experimental approach in the integrated marketing communications field. The results of the experiment suggest that messages employing some of the key aspects of an integrated marketing communications strategy (i.e. messages with a common theme that are executed across multiple media in a visually consistent manner) may prompt a stronger attitude towards the brand level than the same messages employing a more traditional strategy (executions with less visual consistency), although other dependent measures were not similarly impacted upon. The study is limited in its scope, but is intended to stimulate more empirical research in the integrated marketing communications field.