Direct Marketing Activities Research Articles

Integrated Marketing Communications (IMC) strategies analysis at PT. Eshan Mega Propertindo

Integrated Marketing Communication (IMC), also called integrated marketing communication, is the process of developing and implementing various forms of persuasive communication programs to customers and potential customers on an ongoing basis. Therefore, the aim of this research is to analyze the strategy for implementing Integrated Marketing Communication at PT. Eshan Mega Propertindo. This research method is descriptive qualitative. This research uses key informants to obtain the required information. The data used is primary data and secondary data. Primary data was obtained from interviews with the director of PT. Eshan Mega Propertindo regarding company profile and secondary data obtained from IMC implementation data in the company. At the data analysis stage, researchers used SWOT analysis. The result of this research is an analysis of integrated marketing communication strategies in advertising, sales promotion, public relations, sponsorship and direct marketing activities. Based on the results of research and analysis carried out by the author, it can be concluded that the data obtained from interviews were processed using IFE and EFE mat rix analysis and the results obtained were that the company had a strength of 1,72, weekness of 1,38, opportunities of 2,00 and threats of 1,60. It can be concluded that the company is in quadrant I of the SWOT analysis.

Sales performance of direct food marketers: African American‐led operations

AbstractThis paper examines the impact of participation in direct marketing on the entire distribution of farm sales for African American (AA) operations using the unconditional quantile regression (UQR) estimator. Our analysis yields unbiased estimates of the unconditional impact of direct marketing on farm sales and reveals the heterogeneous effects that occur across the distribution of farm sales. The sales gap for AA‐led operations is about 11% across all quantiles when we control for farming and marketing experience along with key features of the farm operation such as crop choice and geographic location. The relative sales gap for AA operations declines across the distribution of farm sales and actually disappears for the largest operations. The network effect that we identify is associated with a sales premium for AA‐led operations relative to other operations engaged in direct marketing. Marketing experts and extension professionals can use this information to guide farmers who are considering initiating or expanding direct marketing activities.

Pengaruh Intergrated Marketing Communication terhadap Citra Dodol Picnic sebagai Makanan Khas Kota Garut

Many companies do not understand about integrated marketing communication that can affect brand image. This research is to test the brand image of the Dodol Picnic brand produced by PT. Herlinah Citra Pratama which can be influenced simultaneously by integrated marketing communication. The method used by researchers using quantitative data analysis was processed with the IBM SPSS version 22 software program with a descriptive method. The results show that it has implemented its communication strategy through several advertising, sales, promotion, public relations, events and direct marketing activities. This simultaneously has a positive influence on brand image, the greater the integrated marketing communication, the more significant it will strengthen the brand image. Improving the brand image of Dodol Picnic, the company s icon production.

Carpet Marketing Activities Through Direct and Indirect Marketing

The purpose of this study is to find out the carpet marketing activities, to find out the obstacles that occur in carpet marketing activities and to find out what solutions the company does in overcoming the obstacles when carrying out carpet marketing activities. The research methodology used is descriptive qualitative which aims to describe the conditions and analyze carpet marketing activities. In this study, data relating to the author's study are sourced from library studies, field studies, and documentation techniques. The results of the research on carpet marketing activities are as follows: direct marketing activities carried out by the company include providing excellent service, conducting product education, recruiting distributors and providing imported products. Meanwhile, marketing activities that are carried out indirectly include utilizing the internet and social media, word of mouth promotion and utilizing applications based on the Android operating system. The constraints faced by the company are more dominant from external parties, namely related to price competition and defamation of the company's reputation through fraud cases, as well as obstacles from internal parties related to product innovation related to the designs desired by consumers. The solution that has been made by the company in overcoming the existing obstacles is by remaining consistent with the policies that have been set and always evaluating in relation to improving the quality of products and services to consumers and staying focused on doing things that can be useful for the progress of the company.

You've got mail: Drinks are on sale! A study to assess volume and content of direct marketing received from online alcohol retailers in Australia.

Customers of online alcohol retailers are exposed to marketing displayed on alcohol retailers' websites and may also receive direct marketing via email and text message once contact details are provided in an online sale. To date, this direct marketing activity from online alcohol retailers has not been studied. This study aims to document the quantity and content of marketing material received by customers of online alcohol retailers in Australia, and whether the material complies with relevant regulation. A cross-sectional study of direct marketing from the 100 most popular online alcohol retailers in Australia. Marketing material received via email and text message was collected for three-months from March to June 2021. Email and text messages were coded for 17 variables in four categories: primary purpose of the communication; compliance with relevant regulations; marketing themes and practices used; and offers, promotions, and discounts. We received 1496 emails from 85 of the 100 retailers. Of the retailers who sent emails, the number sent varied widely (Mdn=8; IQR=2-21). Seven retailers sent a total of 18 text messages. The primary purpose of most emails (67.4%) was to advertise a special or offer a discount. Almost all emails (98.6%) complied with spam legislation to include an unsubscribe link, but around half (46.5%) of emails from retailers in jurisdictions where the inclusion of a liquor license number is mandatory, failed to include one. The most common marketing theme was to link specific times or events to drinking (18.8%). Almost half (48.5%) of emails advertised free or discounted delivery for purchasing over a specified threshold. Most online alcohol retailers in Australia are engaging in direct marketing to their customers via email. More research is needed to understand how these emails may influence purchasing and consumption.

Survey of Italian Pediatricians on awareness, experiences and beliefs regarding direct-to-consumer genetic testing in minors


 Background: Our study wanted to assess Italian pediatricians’ awareness, experience and beliefs regarding directto-consumer (DTC) genetic tests (GT) in minors, with a focus on those for predisposition to complex disease, lyfestyle, athletic ability and other inborn talents.
 Methods: A 28-item questionnaire was administered through the SurveyMonkey® web platform to the 9,086 members of the Italian Society of Pediatrics for which a valid email address was available. The survey was opened from April through November 2017. Statistical analyses were performed using the Graphpad software package.
 Results: 36.2% of the 442 respondents were aware of DTC-GT, but only 23.1% of them felt adequately prepared to meet families’ information needs. The first three sources of knowledge were the Internet (20.98%), magazines/ newspapers (16.78%) and TV/Radio (14.33%), while companies’ direct marketing activity influenced knowledge only in 2.45% of the cases. Only 16.4% of the aware respondents had been already approached for advice. More than 95% of the pediatricians who were aware would not advise DTC-GT for lifestyle, athletic performance or other inborn skills. 69.2% was unfavourable to susceptibility tests for complex diseases. Most of them expressed an interest in learning more and indicated as preferred sources of information public policies issued by professional societies.
 Conclusion: The low awareness and experience and the vendors’ tiny contribution to knowledge suggest a still limited penetration of DTC-GT companies in Italy. A great interest in learning more was found. Scientific societies are best positioned to support health professionals in this educational goal thanks to their role of trusted sources of information and guidance. 

MSMEs Marketing Strategy with the Use of Social-Media in the COVID-19 Pandemic Era

Micro, Small, and Medium Enterprises, commonly abbreviated as MSMEs, is one of the pillars of the economy in Indonesia. It is proven that the MSMEs sector has repeatedly survived various crises that hit Indonesia starting from the monetary crisis in 1998 and the global crisis in 2008. Entering 2020, the world is again experiencing a more severe crisis, namely the COVID-19 pandemic. This crisis is seen as more severe because it has caused a worldwide health emergency that impacts other sectors, especially the economy. Restrictions on outdoor activities known as lockdowns have caused world economic activities to stop. This also impacts the activities of the MSMEs sector, which relies on economic turnover that comes from human activities. The MSMEs sector has been able to survive because of the direct marketing activities of individuals. The prohibition of gathering and opening a business openly (especially in the culinary sector) has had a significant impact on sustainability. Because of this, new marketing strategies for MSMEs sector players are needed to survive and even grow during the COVID-19 pandemic as it is today. Since the COVID-19 pandemic is imminent, this study aims to develop a marketing strategy for small businesses. This study employs a descriptive method and a qualitative approach. When the COVID-19 pandemic begins, UMPM must develop a marketing strategy that will allow them to continue to grow their business or at least to survive. There are eight reasons, namely a) Consumers are active on Social-Media; b) Easy contact with consumers; c) Increase Brand Visibility; d) The widest WOM container; e) e) Has Many Types of Platforms with Different Types of Consumers; f) Assisting in consumer targeting and retargeting; g) Using media more effectively, h) Increasing sales.

Implementasi Direct Marketing pada Bank BPR Datagita Mustika

This study aims to analyze the implementation, barriers and direct marketing solutions at PT. BPR Datagita Mustika. The method used is descriptive qualitative analysis with an interview approach and a saturated sample survey. The results showed that there were five media for direct marketing activities that were actively carried out by BPR Datagita Mustika, namely catalog media, online channels such as Instagram and Whatsapp, kiosk/office marketing, telemarketing, and face-to-face sales/offers, while the less active was direct post marketing ( direct mail). Marketing through television and online marketing on website and social media has not been done. BPR Datagita Mustika can defend itself and develop because it is able to capture and process business and social phenomena around it. Furthermore, the company has efforts in the field of marketing, namely marketing communications that are more focused on direct marketing elements. Barriers faced by BPR Datagita Mustika related to the implementation of direct marketing on the face-to-face sales dimension, namely the lack of employee skills so that they must be given training and motivation, catalog marketing is constrained by high costs so that an electronic catalog needs to be made to be more efficient and effective. Telemarketing marketing is constrained by an unstable network so that it is more careful in choosing and adapting to the development of e-business technology.

Lockdown farmers markets in Bengaluru: Direct marketing activities and potentials for rural-urban linkages in the food system

Rural-urban linkages are vital elements in a sustain­able food system. As the COVID-19 pandemic unfolded, supply chains were disrupted and fear of infection impacted food shopping decisions, push­ing consumers to seek local and safer options for procuring fresh produce. Direct marketing arose as a promising alternative for both consumers and producers. We undertook a study in Bengaluru, India, in order to understand what direct marketing activities have unfolded with the COVID-19 pan­demic. Media reports highlighted the plight of farmers struggling to market their harvest during lockdown as well as the farm to fork initiatives and lockdown farmers markets that have been created as a response. We see this moment as an opportu­nity to develop Bengaluru’s food system to be more sustainable, specifically through the City Region Food System framework. This study conducted online and telephone surveys with both consumers and producers in Bengaluru to explore the elements of supply and demand that have fos­tered and hindered direct marketing schemes. We found that consumers are interested in sourcing fruits and vegetables directly from farmers, but communi­cation and logistics between consumers and pro­ducers are major hindrances. Although producers are diversifying their marketing strate­gies, they need to be implemented at economically viable scales to ensure long-term success. We find that the role of technology, specifically messaging apps, can streamline direct marketing activities and remove the barriers that currently hamper rural-urban linkages. Further­more, existing community and farmer organiza­tions have the size and scale to make direct marketing schemes a worthy endeavor for both consumers and producers.

PREFERENSI KOMUNIKASI PEMASARAN TERPADU PERGURUAN TINGGI DI SURABAYA PADA ERA POSMODEREN

This study aims to determine the activities of Integrated Marketing Communication (IMC) which is the preference of students at private universities X in Surabaya. This research is a quantitative type of research using the slovin method and stratified random sampling combined with purposive sampling as a sampling method. Existing data is processed using SPSS Statistics so that the data is presented in tabular form as data analysis. The results of this study were to find several IMC activities that were considered the most interesting by these college students, starting from the most popular ones namely sales promotion (42%) and followed by personal sales, and advertising. In this study also known some IMC activities that are considered unattractive or even unknown by students in this tertiary institution starting from those considered unattractive or unknown such as events and experiences (31%), then following with direct marketing activities, and finally is an advertisement where some unknown or uninterested students are found.

ASSESSMENT OF THE PRACTICES OF DIRECT MARKETING TOOLS ON CUSTOMER AWARENESS AND BUSINESS PERFORMANCE: A CASE OF KONKA GROUP COMPANY LTD.

<p>The nerve centre of this study is to investigate the impact of the direct marketing tools on customer awareness and business performance. This is because, there is a lack of enough research on the impact of promotional tools mainly the direct marketing ones in creating awareness and growth of the business. The specific objectives of this study are to find out the direct marketing tools used by Konka Group Company Ltd. towards its customers’ awareness and business performance, to evaluate the impact of direct marketing tools used by Konka Group Company Ltd. on its customers’ awareness and business performance and to assess the challenges encountered by Konka Group Company Ltd. in its direct marketing activities. The findings are expected to play an important role on different parties including researchers in acquiring practical skills out of the theory learnt at school, to Konka Group Company Ltd. in exploring how customers appreciate their promotional tools and knowing the gaps which needs to be addressed. It is expected to help future researchers who want to carry out the study in the similar field. The study relies on existing literature in the area of marketing mainly in relationship marketing. The study was conducted at the shops of Konka Group Company Ltd. within Kigali City centre. The research design was descriptive in nature. The study was a census survey and 60 respondents participated in this research. Data were collected using the questionnaire and interview schedules. Data from 60 respondents were analysed using descriptive statistics, presented in tables with percentage and frequency and processed with the help of Statistical Package for Social Sciences (SPSS). The findings show that the direct response marketing is the mostly used tool by Konka Group Company Ltd., as shown by 98.3% of the respondents. The findings also indicate that the direct marketing tools used by Konka Group Company Ltd. improve its customers awareness and business performance through encouraging the repeated purchases and enhancing the sales volume as revealed by 63.3% and 71.7% of the respondents respectively. However, the company faces the problems including the lack of proper follow up of e-mails sent to the customers, lack of attention of customers on the short messages received from Konka Group Company Ltd. and stiff competition. It is recommended to the management of Konka Group Company Ltd. to make a proper follow up on messages sent to customers and to devise the different competitive strategies. The customers are advised not to ignore all short messages addressed to them before reading as they may be beneficial.</p><p><strong>JEL: </strong>M10; M31; M37</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/lit/0135/a.php" alt="Hit counter" /></p><a href="https://doi.org/10.5281/zenodo.3627407"><img src="https://zenodo.org/badge/DOI/10.5281/zenodo.3627407.svg" alt="DOI" /></a>

Examining the role of the marketing activity and eWOM in the movie diffusion: the decomposition perspective

Advertising as a direct marketing activity as well as word-of-mouth (WOM) as an indirect marketing activity are widely accepted as the most influential determinants of new product performance. Although electronic WOM (eWOM), as a type of WOM, has recently been studied extensively in various industries, previous results appear mixed due to their characteristics such as volume and valence. To bridge the gap regarding the roles of advertising and eWOM in the movie diffusion process, they were classified into pre-eWOM/advertising and post-eWOM/advertising based on two stages of the diffusion process. To reflect the heterogeneity of consumption characteristics on a new product, consumers were divided into two groups—innovators and imitators. This study proposed a model to investigate the role of advertising and eWOM in the movie diffusion process. In addition, the proposed model was used to analyze the impact of firm-initiated advertising and user-generated online reviews on movie performance in Korea.

Producer Willingness to Pay for Enhanced Packaging to Prevent Postharvest Decay of Strawberries

We surveyed specialty crop producers in Kansas and Missouri to determine producer willingness to pay for new active packaging technology that prevents postharvest loss and increases shelf life. The survey also asked demographic questions to determine the producer and operation traits for this growing segment of production agriculture. More than half of those surveyed were female, and 60% were under 50 years of age. Smaller operations tend to utilize direct marketing and social media activity more than larger operations. Parametric willingness to pay estimates are approximately $0.39 per cardboard flat to purchase the antifungal film that increases shelf life of strawberries with a nonparametric lower-bound estimate of $0.31.

MARKETING IN TOURISM - DIRECT MARKETING AS MARKETING COMMUNICATIONS TECHNOLOGY

Marketing in tourism is a systematic adjustment of tourism company policy and political policy at the local, regional, national and international levels in order to meet the needs of tourists and make a profit. The purpose of the paper is to explain how direct marketing, especially as part of a marketing mix, can help facilitate the exchange process in the international and domestic tourism markets. The aim of studying marketing in tourism is to make this concept available in this activity in theoretical, methodological and application terms. Marketing in the tourism industry is in a phase of maturity and is becoming sophisticated, which leads to the fact that the entire industry increasingly accepts the basic principles of marketing: The concept of marketing; Marketing orientation; Meeting the wishes and needs of consumers; Market segmentation; Value ; Product life cycle and Marketing mix (the principle on which the essence of the work is based). Direct marketing activities are based on databases and interactive communication media. Databases enable the selection of the target market (customer), which is acted upon by selecting the appropriate advertising/sales medium. The most famous media of direct marketing are certainly catalogs, direct mail and telephone (telemarketing), while in practice many others are used such as: television, radio, Internet, mobile phones, print, inserts.

Outlining direct marketing features of companies applying this approach when measuring their market orientation

Relevance of research topic. The need of gathering of information and its analysis plays a crucial role when it is question about satisfying customer better than competitors. Planning and coordinating the company’s activities according to customer’s requirements in order to achieve long-term success are important themes commented and present in the article. Analysis of recent research and publications. The existing literature in the field of the direct marketing was analyzed on issues of Direct Marketing definition, communicating on individual level, a long-term relationship approach, keeping and analyzing the information related to the customer’s reaction. Setting the task, the purpose of the study.Presenting a newly developed methodology of outlining direct marketing features of companies applying this approach, this article aims to offer a tool to distinguish these companies when evaluating their level of market orientation. Method or methodology for conducting research.The data has been collected by an Internet online survey. The market orientation of the companies is measured by the scale MARKOR. Presentation of the main material (results of work). This article represents one of the stages of a study taken in Bulgaria in 2018 aiming to evaluate the level of market orientation of companies applying direct marketing approach related to the interaction between the customer and the company, and aimed to collection, processing, presence, maintaining and storage of actual information. The respondents are companies operating on the Bulgarian market which actively apply direct marketing approach. The process of differentiating the companies passes through two consecutive and interrelated phases. The first phase aims to outline the direct marketing activities by checking if several of them are present and applied by the company. The second phase consists of analyzing the specifics of each activity. The set of questions to the respondents within the both phases is substantiated in the study according to the direct marketing approach. Conclusions according to the article. In Bulgarian companies the direct marketing and its application is guided by the principles of maintaining the information actual for customers; monitoring, recording and analyzing the customer’s response; developing different proposals for different clients based on their value for the company.

Yiyecek İçecek İşletmelerinin Web Sitelerinde Pazarlama İletişimi Etkinliğinin Belirlenmesi: Kocaeli Örneği

In this study, it is aimed to determine how effectively food and beverage businesses use marketing communication on their websites. The population of the study consisted of seven (7) food and beverage businesses operating in Kocaeli. Due to the number of business, total population sampling method was applied in the study. The web sites of the businesses were analyzed by content analysis on the basis of advertising, public relations, direct marketing and sales development activities, which are the means of marketing communication between 01-30 November 2019. At the end of the study, it was found that public relations (23,4%), sales development (28,7%), advertising and direct marketing (35,8%) activities were used at low level on the websites of food and beverage businesses. In this context, it is concluded that food and beverage businesses use web sites low effective which are marketing communication tools in order to increase sales of products and services (30,9%) in Kocaeli province which is on the way to becoming a tourism city.

KOMUNIKASI PEMASARAN USAHA KULINER DI KOTA PEKANBARU

The city of Pekanbaru is a strategic area where the population is increasing and becoming a metropolitan city. The rapid development of Pekanbaru City is also reflected in the rapid growth of businesses in various places, with various business sectors. One of the most prominent efforts is the business in the culinary field. Almost in every corner of the culinary business available in the city of Pekanbaru with a variety of culinary choices. The great desire of culinary entrepreneurs in the city of Pekanbaru in carrying out their business, maintaining, developing to become bigger and then reaching the peak. In this case, three culinary ventures in Pekanbaru, namely Martabak Djoeragan, Mini Chef and Waroenk Baper, require marketing communication in the introduction of their culinary business to the community, not only as an introduction but also to maintain the existence of their business. This study uses quality methods. The results of this study indicate that the clinical marketing communication of the clinicians in Pekanbaru Kta through advertising activities, sales promotion activities, public relations and public relations activities, personal sales activities, direct marketing activities, event activities and experiences. Besides marketing communication is also associated with brand equity, which is seen from brand awareness and response to the brand. The use of New Media is very important in maintaining, introducing, and developing its business.

The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises

The biggest key aspect to the success of a business is a satisfied customer. For this reason, it is possible to state that the growing trend of focusing on the customer and his/her needs has prevailed in recent years. The aim of this article is to analyze the use of CRM (Customer Relationship Management) systems in small- and medium-sized enterprises (SMEs) in the Czech Republic and to find the determinants for CRM system implementation. The best practice for CRM implementation suitable for SMEs is clarified using a specific case of a global enterprise. A fully functional CRM system can be considered a competitive advantage, and this is not only the case for global companies, but also for small and medium enterprises. Using a functional CRM interconnected with an ERP system, enterprises are able to manage business and direct marketing activities, as well as the company’s overall profits. These functional systems lead to an integrated system called funnel management, which improves customer relationship management and leads to a sustainable business.

Peningkatan Sumber Daya Masyarakat Desa dalam Binaan Pusat Kegiatan Belajar Masyarakat (PKBM)

IMPROVING RESOURCES OF VILLAGE SOCIETY IN COMMUNITY LEARNING ACTIVITY CENTER. The lack of productivity and economic activity carried out by the community is caused by the lack of knowledge and skills possessed. Thus, the Community Learning Activity Center (PKBM) was established as a community-based education tool. PKBM Alena Smart School in Tebat Monok Village and PKBM Az-Zahir in Talang Karet Village are two of several PKBM in Kepahiang Regency. PKM team and both of PKBM are together as partners make efforts to improve community skills and improvement of education services through training and advisory methods aimed to improve the quality of production, management and marketing with an expectation of achieving economic and educational improvements that lead to improving the welfare of Tebat Monok and Talang Karet Village Community. The result of the activity that has been achieved is the formation of a small industry managed by the community of Tebat Monok in the guidance of PKBM Alena Smart School which is focused on making handicraft and handmade with trademark of Tebat Monok Thonksys Galery And Craft. As for the Talang Karet village community, the business is focused on processed foods with trademarks of Talang Karet Thonksys Cake's. For the business able to run well, team also created the training and assistance in the field of management for administration and for direct marketing activities, team created the activity about to makin display in PKBM Location and created the promotion bay the sosial media instagram. Other than that, PKM activities are also carried out to improve education services in both PKBM so that the equalization of Package A, B, and C in PKBM Alena Smart School and guidance in PKBM Az-Zahir becomes more comfortable, which is also supported by the Park Community Reading.

Komponen Pemasaran Teh Herbal Bukit Hexon pada PT. Karya Pak Oles Tokcer Denpasar Bali

Marketing component of Herbal Tea Bukit Hexon at PT. Karya Pak OlesTokcer Denpasar Bali
 Marketing is a combination of four variables that are the core of the company'smarketing system, consisting of product, price, place/distribution channels, andpromotions. This study is aimed at identifying the components of marketing carriedout by PT. Karya Pak Oles Tokcer and the constraints faced in marketing theirproducts. The research location was selected by purposive sampling. Types of datacollected included primary and secondary data. Data were collected by observation,interview, and documentation study. Data were analyzed descriptively andqualitatively. Based onthe results of research known component of the marketingdone by PT. By Pak Oles lessening of the products that the company provides onetype of packing to look more attractive in the eyes of connsumers, this type of use thepacking box. The selling price of tea sold is determined based on a calculation of rawmaterial usage, labor, production, operating costs and other costs. Based on theplace/distribution channels, herbal tea Bukit Hexon marketed through directmarketing distribution channel and indirectly. Promotional products are madethrough direct marketing activities (sales counter), sales promotion (rebates andbonuses) and advertising (flyers, newspaper and radio from the company it self).Constraints facing the company consists of internal and external constraints. Internalconstraints in terms of the promotion are less effective. External constraints in termsof competitors’ similar products. Suggested the company should use the print media,better known by the public such as the Bali Post and electronic media such as ads ontelevision so that are building relationships with the community and having apromotion more aggressively by opening a special stand tea sales as practiced bycompanies other tea products.