Direct Marketing Research Articles

MARKETING IN THE SPHERE OF PUBLIC ADMINISTRATION

The article reveals the relevance of using marketing tools in the field of public administration. The concept of «marketing» is analyzed, the approaches of modern scientists to this concept are considered. Today, there are about 2,000 definitions of the concept of «marketing», in which the main tasks, processes and concepts of marketing are reflected in various combinations. A significant impact on the variety of definitions of marketing was made by the variety of points of view on the goals, objectives and content of marketing and marketing activities. Quite often, definitions of marketing are based on concepts of an economic nature (for example, profit maximization, increasing income, market, competitiveness, etc.), on management concepts (planning, regulation, organization, etc.). Emphasis is placed on a large number of derivative concepts of marketing, including «state marketing», «territorial marketing», «regional marketing», etc. It is indicated that marketing in the field of public administration is, first of all, an approach in public administration that puts the satisfaction of consumers and producers of public services in a prominent place, which acts as a specific form of marketing implementation. More specifically, this is the marketing activity of management bodies and/or their representatives who act as producers, consumers or intermediaries (suppliers) in the processes of exchange of goods, services, ideas and other values. The tools of state marketing were proposed, and the results of the use of the tools were analyzed. An analysis of the main types of marketing in the field of public administration was carried out: macro-marketing; direct state marketing; state internet marketing; de-marketing This classification is generally correct, as it takes into account the subject composition and various goals of marketing in the field of public administration. It has been proven that marketing in the field of public administration is based on real mechanisms of market functioning, and is also focused on achieving the maximum social effect from increasing the degree of satisfaction of the needs of the country's population. It is proven that the state uses marketing tools in its policy. However, so far it has a single character, and the use of such tools should be systematic. The application of marketing in the field of public administration and the activities of public bodies can be a means of achieving and increasing the competitiveness of both the national economy and the entire national state.

Statistical Predictions of Trading Strategies in Electronic Markets

We build statistical models to describe how market participants choose the direction, price, and volume of orders. Our dataset, which spans 16 weeks for four shares traded in Euronext Amsterdam, contains all messages sent to the exchange and includes algorithm identification and member identification. We obtain reliable out-of-sample predictions and report the top features that predict direction, price, and volume of orders sent to the exchange. The coefficients from the fitted models are used to cluster trading behavior and we find that algorithms registered as Liquidity Providers exhibit the widest range of trading behavior among dealing capacities. In particular, for the most liquid share in our study, we identify three types of behavior that we call (i) directional trading, (ii) opportunistic trading, and (iii) market making, and we find that around one-third of Liquidity Providers behave as market markers.

Analysis Of Room Promotion Activities At Kambaniru Beach Hotel & Resort, East Sumba

This research evaluates the impact of room promotions at Kambaniru Beach Hotel & Resort, East Sumba, on increasing competitiveness and occupancy rates. Using a qualitative approach and case study method, the research focuses on five promotion elements: advertising, sales promotion, public relations, direct marketing, and digital marketing. Data was collected through observation, in-depth interviews, literature reviews, and documentation analysis, then analyzed using data reduction, presentation, and conclusion drawing methods, with validation through triangulation. The research results show that using social media and digital platforms for promotions successfully attracts millennial customers, while sales promotions and public relations have a minor impact. The main findings reveal that bundled package offers and seasonal discounts are the most effective promotion strategies, significantly increasing occupancy rates. However, the main challenges are seasonal fluctuations, budget limitations, and a need for more staff training in digital tools. Based on these findings, practical implications include enhancing digital promotions, refining advertising messages, and regularly assessing service quality. This research concludes that integrated and diverse promotion strategies are crucial for consistently increasing hotel occupancy and revenue and strengthening marketing strategies in the competitive hospitality industry.

Technological progress: Interconnectedness, innovation systems, and technology delivery systems the case of Indian electric vehicles

The electric vehicle (EV) technological supply chain progresses when demand (pull) aligns with supply (push) to perform as a technology delivery system. Actors, institutions, and networks interconnect the technological supply chain with innovation as responses to external pressures to produce and deliver technology products/services. The literature separately examined the progress from a delivery perspective (linking the demand and supply network) and a systems perspective that examines technological change as a socio-technical system. Technological progress requires changes aligning push and pull or one feeding into the other. The ‘motors of innovation’ that shape the innovation system are used in systems dynamics modeling linking technological changes and progress. This study uses ‘motors of innovation’ to combine the two perspectives and uses interconnectedness to examine the alignment of push and pull and the resulting delivery phenomena. The phenomena require studying it in its settings with diverse heuristic and analytic views. Therefore, this study uses case study methodology and selects multiple Indian EV cases comprising all vehicle segments in a government direct market scenario. It makes two contributions to technological progress: one defines the combined delivery and systems perspective and includes interconnectedness. The other is moving knowledge to a broad scope and expertise and striving for interconnectedness with other systems. Further insights are possible with cases that display better technological progress, as findings noted poor interconnectedness with limited technological capability and infrastructure.

Insights into Cheese Marketing in Bangladesh: Marketing Cost, Margin, and Efficiency

Cheese though not native to Bangladesh has seen an increased surge in popularity in recent years. Even though there have been several studies that focus on the economic aspects of cheese production, there is a dearth of studies tackling the marketing aspects of cheese in Bangladesh. This study is an attempt to examine the marketing channels, the cost associated, the marketing margin, and the marketing efficiency of cheese in Bangladesh. This study is mainly based on primary data, collected from purposively selected participants from the districts of Kishoreganj, Thakurgaon, and Manikganj. The respondents consisted of 50 cheese producers and 20 market intermediaries. Simple descriptive statistics were employed to analyze the data. Traditional and modern types of channels were associated with the marketing of cheese. Marketing cost analysis identified, transportation, facility rent, and outlet maintenance to be the primary cost components. The value additions of per kg cheese by wholesaler-cum-retailers, retailers, and supermarkets were calculated at BDT 232.40, BDT 97.12 and BDT 250, respectively. Significant net margins were observed across all the channels. Though producers mostly used Channel I, Channel III (Producers → Consumers) and Channel IV (Producers → Retailers → Consumers) were identified to be the most efficient among the different channels examined in the study. Channel II had the lowest price spread, on the contrary, Channel V had the highest one. Just after direct marketing, cheese producers received higher percentage of consumers price (74%) using Channel II. Given the current potential of the cheese industry, the government should focus on this sector to address and overcome existing challenges in cheese marketing.

How Did Chinese Local Media Face Media Convergence? A Case Study of Qianxinan Daily

ABSTRACT Scholars have long examined media convergence, yet little attention has been given to its intersection with local media and main stream Chinese media controlled by the Chinese Communist Party (CCP). This study addresses this gap by employing focus groups and interviews to conduct a case study of Qianxinan Daily. Furthermore, the primary hypothesis posits that, under the leadership of the Party Committee, Qianxinan Daily has adapted to media convergence amidst the trend of media integration. The findings of this study reveal that Qianxinan Daily, under CCP leadership, benefits from stable resource access and avoids direct market competition pressure. However, this also results in organizational and reporting constraints imposed by the Party Committee’s Publicity Department in Qianxinan. While Qianxinan Daily has established a relatively solid framework, there remains significant room for improvement in manuscript quality and news value in the context of media convergence. This conclusion enriches our understanding of media convergence dynamics and highlights the influence of the CCP on this phenomenon.

Categorizing E-cigarette-related tweets using BERT topic modeling

BackgroundSocial media platforms are critical channels for promoting e-cigarettes, particularly among youth, making analysis of their vast and diverse content essential for public health interventions. Prevalence rates of e-cigarette use are high and evidence suggests that social media are popular forums that promote e-cigarette use through direct and indirect marketing techniques. The volume and diverse nature of e-cigarette-related information on social media is challenging and may obfuscate public health prevention messaging. Traditional hand-coding methods are labor-intensive and limit scalability. In contrast, unsupervised machine learning approaches, such as topic modeling, allow for efficient analysis of large datasets, uncovering patterns and trends that manual methods cannot achieve at scale. The present study focused on ascertaining the extent to which themes and topics in tweets related to e-cigarettes can be successfully rendered into useful homogenous units using machine learning. A better understanding of current depictions and discussions around e-cigarette products and use on social media can inform public health counter messaging and policy interventions. MethodsWe used topic modeling (BERTopic) to iteratively derive vape-related tweet clusters and calculate the importance of particular words to these groupings. We conducted a qualitative content analysis to study clustered tweets. We also sought to determine the geographic locations of e-cigarette conversations using automated geoparsing methods, which translate toponyms in textual data into geographic identifiers, to attempt to infer the location of tweets. ResultsWe were able to successfully identify >100,000 tweets in broad thematic categories in English and Spanish. Our correlation and inter-topic map analysis of the machine-derived topics, which examines the relationships between topics, indicated that most of the topics were unique (correlation value < 0.5) and did not overlap with each other. We identified six topics: Flavors and Disposable Vapes, Cannabis, Vape Shops and Refillable Vapes, Vape Culture, Anti-vaping and Quitting, and Spanish Tweets and Vaping Nicotine. Further analysis of these topics using qualitative methods identified themes within each topic. For example, Category 6 (Spanish Tweets and Vaping Nicotine) included four topics focused on the health risks of vaping, personal motivations for vaping, and the regulation of vaping products. Using geoparsing, which automatically detects location information, we found that the United States had the highest number of tweets related to vaping. Discussion/conclusionResults underscore the possibility of leveraging BERTopic modeling to reduce large quantities of data to comprehensively describe and categorize myriad e-cigarette related messages to which social media users are exposed. This data reduction approach can be applied to various social media platforms to describe and categorize e-cigarette posts and thereby triangulate and validate findings. Thematic content analysis of the topics identified through this technique requires supervision and human inputs. Our approach provides a comprehensive understanding of the evolving e-cigarette discourse, informing public health counter-messaging and policy interventions. Moreover, findings support the need for regulation, such as reducing appealing flavors and suggest that social media can be used effectively to support public health messaging (i.e., quitting messages).

Bank Direct Marketing Campaign Success Prediction

Nowadays, there are more new and innovative bank marketing strategies available that contribute to customer engagement and acquisition. Banks must launch marketing campaigns that can successfully attract customers from other competitors. Therefore, the purpose of the research is to apply Machine Learning techniques in predicting the success of a bank’s direct marketing campaign using supervised classification algorithms. Six algorithms are implemented which are Logistic Regression (LR), Support Vector Machine (SVM), Decision Tree (DT), Random Forest (RF), Gaussian Naïve Bayes (GNB) and Extreme Gradient Boosting (XGBoost). In this paper, feature selection is performed, and 8 selected features are used to make the prediction. The experimental result shows that the Random Forest model has the highest accuracy and ROC AUC score which makes it the champion model in this paper. Still, these results may vary according to the nature of data preprocessing and algorithms implemented.

Production and Marketing Strategies of Pineapple Growers in Calauan, Laguna, Philippines

Pineapple holds significant economic importance in the Philippines due to its widespread cultivation, prominent export position, and favorable climate. As a leading producer and exporter, the country makes a substantial contribution to the global market. This study primarily focused on data collection concerning the production and marketing system of pineapple in Calauan, Laguna, Philippines. The descriptive research design was used in the study covering the quantitative data gathered from fifty- two (52) pineapple growers utilizing checklist-based questionnaire. The study revealed that production of pineapple was established for more than 10 years in a one to two hectares of land generating an approximate income of PhP 100,000.00 to PhP 200,000.00 annually. Most common pineapple cultivar planted was Smooth cayenne or Hawaiian cultivars. Data revealed that the production systems undertaken by the pineapple growers in Calauan, Laguna were grown in a free draining loam soil applied with inorganic fertilizer every two months and regular weeding was done. Harvesting was done manually to maintain the quality of fruits. Direct marketing of pineapple showed helpful to the growers for easy generation of income after harvesting. Common preference on Calauan pineapple was based on its sweetness regardless of its size and mostly bought by the buyers and consumers in farm gate level. Pricing of pineapples were based on its size considering its class. Promotion and sales of pineapples were based on direct selling and wholesale and on cash basis. The study identified several challenges low demand of product, low supply of product, lack of planting materials and pest and diseases. To address these challenges, the study recommended that pineapple growers may explore biotechnologies through government intervention to increase the number of planting materials and production of quality pineapple. It also recommended that pineapple growers may attend training's and seminars regarding marketing, bookkeeping and post-harvest for value adding technologies that will help to increase the income.

Marketing Communication Strategy for yeoboseyo.id: a Case Study in K-Pop Fashion Brand

The continuous growth of internet users in Indonesia since 2012 has had an impact, particularly on the use of social media. In 2023, 60.4% of the population in Indonesia was using social media. Instagram and TikTok are widely used for social networking and business marketing, including by the clothing brand Yeoboseyo.id. This study aims to examine the marketing communication strategies of Yeoboseyo.id from September 2023 to February 2024, using a quasi-qualitative method with semi-structured interviews and triangulation techniques for data validity. The results show that Yeoboseyo.id utilizes a marketing communication mix, including advertising on social media, conducting sales promotions by providing vouchers, freebies, and giveaways, and implementing public relations to maintain brand reputation. They also engage in personal selling to build consumer trust and direct marketing through one-step and two-step approaches to increase sales and maintain relationships with consumers. The conclusion of this study is that Yeoboseyo.id has effectively implemented its marketing communication strategy; however, there are still some areas that are not fully optimized, including the use of below-the-line promotion channels and the implementation of personal selling.

Pricing and Service Decisions of Products in a Dual-Channel Supply Chain Introducing Ship-to-Store

This study investigates the optimal pricing and service decisions when implementing ship-to-store (STS) in a dual-channel supply chain comprising one BM store and one manufacturer. Homogeneous products within the market are categorized into mainstream and niche products. The effects of consumer service sensitivity, channel preference, and degree of personalization on optimal decisions and profitability are analyzed, followed by numerical simulation and analysis. It is found that (1) the supply chain should charge high prices for mainstream products and low prices for niche products to maximize profits. (2) Implementing STS is conducive to expanding niche products in the market when facing highly service-sensitive consumer groups. (3) Based on highly service-sensitive consumer segments, supply chains are more profitable implementing STS strategies in a centralized decision-making model than in a traditional dual-channel one; however, under decentralized decision-making, it is only profitable to implement an STS strategy if consumers have a low level of personalization and have a particularly pronounced preference for online direct marketing channels.

ENABLING AND LIMITING FACTORS FOR PURCHASING FOOD PRODUCTS STRAIGHT FROM THE FARM USING THE EXAMPLE OF Z-GENERATION CONSUMERS

The purpose of this article was to identify the factors characteristic of Generation Z that favor and limit their decisions to purchase products straight from the farm, to identify their preferences regarding the choice of shopping destinations, barriers related to packaging and preferred forms of payment. The survey was conducted on a group of 246 representatives of Generation Z. This generation is an important and attractive group in the context of direct sales, as it is characterised by a greater openness to market novelties, represents considerable purchasing power, as well as decision-making power within their families and peer groups. The research showed that Generation Z consumers are interested in buying food products straight from the farm mainly fruits and vegetables, honey, fish and eggs. A motivating factor for buying straight from the farm turned out to be the local origin of the product, while a limiting factor was the lack of readily available pick-up points. In addition, the need to organize packaging before making purchases and limited options for cashless transitions proved to be much of a barrier. It would therefore be advisable for farmers interested in direct selling to make an effort to self-organise and use digital solutions such as mobile apps.

The Effect of Gambling Outcomes on Casino Return Times with Scalable DDC

Enabled by modern interaction-logging technologies, managers increasingly have access to outcome data from customer interactions. We consider the direct marketing targeting problem in situations where 1) the customer’s outcomes vary randomly and independently from occasion to occasion, 2) the firm has measures of the outcomes experienced by each customer on each occasion, and 3) the firm can customize marketing according to these measures and the customer’s behaviors. A primary contribution of this paper is a framework and methodology to use data on customer outcome data to model a customer’s evolving beliefs related to the firm and how these beliefs combine with marketing to influence purchase behavior. Thereby, this paper allows the manager to assess the marketing response of a customer with any specific outcome and behavior history, which in turn can be used to decide which customers to target for marketing. This research develops a novel, tractable way to estimate and introduce flexible heterogeneity distributions into Bayesian dynamic discrete choice learning models on large datasets. The model is estimated using data from the casino industry, an industry which generates more than $60 billion in U.S. revenues but has surprisingly little academic, econometric research. The counterfactuals suggest that casino profitability can increase substantially when marketing incorporates gamblers’ beliefs and past outcome sequences into the targeting decision.

Dalihan na tolu as a marketing strategy in attracting customer interest:Case study of PT Sipirok Nauli Medan branch

&lt;p&gt;This research aims to explore and gain a deeper understanding of the marketing strategies employed by PT. Sipirok Nauli Express in attracting customer interest. This research method used is descriptive qualitative, with data collection techniques involving in-depth interviews, observations, and documentation studies. The research informants consist of the Head of the PT Sipirok Nauli Express Medan Representative Office, ticketing staff, agents, warehouse staff, and 8 loyal customers of PT Sipirok Nauli Express Medan. Informants were selected using the snowball sampling technique. Based on the research findings, to increase the number of customers, the promotion strategy applied by the PT Sipirok Nauli Express Medan Representative Office focuses on three stages of marketing communication strategies. These strategies include the implementation of marketing communication objectives utilizing both conventional and digital promotional media; the implementation of segmentation and targeting through direct marketing strategies using local approaches such as local greetings (e.x., &lt;em&gt;ipar&lt;/em&gt;, lae, &lt;em&gt;oppung&lt;/em&gt;, &lt;em&gt;bapak uda&lt;/em&gt;, &lt;em&gt;amangoru&lt;/em&gt;, and &lt;em&gt;anggi&lt;/em&gt;) to create familiarity, build familial and emotional relationships through regional approaches; and the implementation of differentiation and positioning. Amidst technological innovations and service improvements aimed at attracting customer interest, PT Sipirok Nauli Express adopts a unique approach by leveraging regional approaches to attract and retain customers.&lt;/p&gt;

Strategi Komunikasi Pemasaran dalam Optimalisasi Media Sosial Instagram Nafas Pertama

This research aims to identify and analyze First Breath marketing communication strategies in optimizing Instagram. First Breath, a birth documentation vendor, uses Instagram to expand its market and increase interaction with its audience. Using Integrated Marketing Communications (IMC) theory, this research focuses on advertising, sales promotions, public relations, direct marketing, interactive marketing, events and experiences, and word of mouth marketing. The research method is a qualitative case study through in-depth interviews with the marketing team, Instagram content analysis, and participant observation. The research results show that First Breath's communication strategy includes attractive visuals, collaboration with influencers, educational and inspirational content, as well as the use of Instagram's interactive features such as Stories and Reels. Consistency in branding and messaging is also important for a positive image and customer loyalty. In conclusion, optimizing Instagram through an integrated marketing communications strategy increases audience engagement and expands market reach. This research provides insight into best practices in utilizing social media for effective marketing communications, as well as recommendations for similar companies in developing innovative and efficient digital communications strategies.

The Impact of Covid-19 Pandemic on Small Wineries in Cyprus and Reflections on Wine Tourism: Entrepreneurs’ Perspectives

Tourism-dependent countries like Cyprus, have been seriously affected by the shockwave that COVID-19 pandemic has generated to their sociocultural/economic fabric. One of the industries of Cyprus impacted is the wine industry. Indeed, the consequences of the pandemic have been reflected on various angles of the island’s wineries; from the day-to-day operations to their overall strategy. Moreover, they influenced their relationship to tourism and the provision of wine tourist experiences. This is even more apparent in the case of small wineries. In this respect, the paper examines how tourism related wine enterprises, and more specifically, small wineries in Cyprus, handled the crisis and its impacts, through the analysis of the wine entrepreneurs’ views. This study explores the dimensions of the pandemic imprinted on wineries’ business and highlights the pertinent measures taken to deal with them. Additionally, it illustrates how wine tourist activities have been affected, enhanced, and reformed for the smooth wine tourist experience to be provided. To do so, exploratory research was utilized to collect data through secondary sources and face-to-face in-depth interviews with winemakers/managers/owners of small wineries in Cyprus. Findings reveal that the greatest challenge that small wineries faced, was the high degree of uncertainty, as Hotels, Restaurants, and Catering companies (HO.RE.CA.) were temporarily closed and consequently, the wine consumption related to tourist flows was reduced. Small wineries took a series of measures to handle the crisis, such as emphasizing communications through online media, improving the provided -tourist- experience in the wineries, or enhancement of direct marketing and distribution strategies. The paper concludes with recommendations for small winemakers to deal with the shocks of crises and for their sustainable competitive advantage.

Ethnobotanical study of medicinal plants in Dibatie district, Metekel zone, Benishangul Gumuz Regional State, western Ethiopia

BackgroundHerbal medicine has been used for the treatment of human and livestock ailments since ancient times. Numerous rural and urban communities in Ethiopia practice traditional medicine and transfer the knowledge verbally from generation to generation. Thus, this study was conducted to document the traditional medicinal plants and associated indigenous knowledge in Dibatie district, Metekel zone, Benishangul Gumuz Regional State, western Ethiopia.MethodsThree hundred seventy-four (374) informants from 11 kebeles (the smallest administrative units) were selected and participated in the data delivery. The ethnobotanical data collection was carried out using semi-structured interviews, preference ranking, direct matrix ranking, field observation, market surveys, and focus group discussions, including voucher specimen collections. The ethnobotanical data were analyzed using descriptive statistics (frequency and percentage), ranking, comparison, and quantitative ethnobotanical techniques such as informant consensus factor, fidelity level index, Jaccard’s coefficient of similarity, and use value index.ResultsA total of 170 plant species were recorded to treat 79 human and 29 livestock ailments. Fabaceae (with 20 species) and Asteraceae (with 18 species) were the most dominant medicinal plant families in the area. Most remedial plants were herbs (61 species, 35.88%), followed by shrubs (39 species, 22.94%). The majority (135 species, 79.41%) of medicinal plants were harvested from wild sources and mainly possessed multiple remedy parts (41.17%) that are usually prescribed in fresh form (60.13%). The most commonly reported human ailment was snake venom, while blackleg was mostly reported among livestock diseases. The herbal medicines were mostly administered orally (52.20%), followed by dermal (17.62%) application. Embelia schimperi Vatke, Glinus lotoides L., Haplosciadium abyssinicum Hochst., Mucuna melanocarpa Hochst. ex A. Rich., and Phragmanthera macrosolen (Steud. ex A. Rich.) M.G.Gilbert had the highest fidelity level values (100%) against the corresponding ailments.ConclusionThe study area is rich in a diversity of potential medicinal plants and associated indigenous knowledge. Thus, appropriate conservation actions and careful utilization are essential to counteract the rise of anthropogenic threats and to ensure the continuity of plants with the related indigenous knowledge. Additionally, the medicinal plants should be validated through experimentation to integrate local knowledge with modern medications.

EFEKTIVITAS PROGRAM DIRECT MARKETING TERHADAP TINGKAT KUNJUNGAN WISATAWAN DI KABUPATEN CILACAP

Cilacap Regency, Indonesia, is endowed with significant tourism potential, yet its tourist visitation rates remain comparatively low compared to other destinations in Indonesia. To enhance tourist arrivals, this study explores the effectiveness of direct marketing programs as a strategy to increase tourist visitation rates in Cilacap Regency. This research employs a quantitative approach with a survey design, collecting data from respondents who have visited Cilacap Regency. Independent variables include various direct marketing strategies such as email campaigns, social media promotions, and other online marketing activities. The main dependent variable is the tourist visitation rate. Regression analysis is utilized to test the hypothesis that direct marketing programs significantly contribute to increasing tourist visitation rates. The findings reveal that direct marketing programs have a significant positive impact on tourist visitation rates in Cilacap Regency (p &lt; 0.001). These findings provide crucial implications for the development of more effective tourism marketing strategies in the region and offer empirical grounds for recommendations to local governments and tourism industry stakeholders in designing more focused and successful marketing programs.

Strategi Bauran Promosi Lokananta Surakarta untuk Meningkatkan Kunjungan Wisatawan Lokal

Competition in the industrial sector is getting tighter, but on the other hand, there is an imbalance in the increase in visit numbers. Business competition is a challenge and threat to survival. Lokananta Surakarta carries out several strategies because this has a crucial role in encouraging an increase in the number of visitors. This research is a qualitative descriptive research, with data collection methods using interviews and observation. The aim of carrying out this research is to find out and explain the promotional mix strategy used by Lokananta Surakarta to increase the number of local tourists. The results of this research show that there is a promotional mix used to increase visitors, namely advertising, sales, direct marketing, sales promotions and public relations. Sales promotion activities carried out include discounts, packages and merchandise which most persuade people to be more interested in visiting.

Marketing Communication Management Strategies of Print Media in the Digital Era (An Integrated Marketing Communication Perspective in Maintaining Newspaper Circulation at the Bandung Kexpres Networking Public Daily)

Along with the times, newspapers have become one of the business commodities that can survive even though they are slowly starting to fall. So, to continue to maintain the life of a print media or newspaper business through consistent newspaper circulation, it is necessary to implement a particular strategy to defend against online media attacks. Focus in this research in general, this research focuses on knowing how the Bandung Express Networking Daily carries out the Integrated Marketing Communications (IMC) Strategy. In particular, this research focuses on knowing the Integrated Marketing Communications (IMC) Strategy in maintaining the daily circulation of newspapers in Bandung Express Networking. The research question is: How does the Integrated Marketing Communications (IMC) strategy maintain the newspaper's daily circulation? What are the obstacles and implementation of the Integrated Marketing Communications (IMC) strategy carried out by the Bandung Express Networking Daily. The results in this study are Pasundan Express Privileges. Print media advertisements used by Bandung Express Networking include men inserting their names on the product packaging for the Pasundan Express newspaper. Sales promotions. Games, both in content without prizes on Instagram social media and games with prizes. Public Relations and Publicity. The talk show is a form of education and promoting the circulation of the Bandung Express Networking Newspaper, Personal Selling. The Bandung Express Networking journalist team. Here, the media team and the Bandung Express Networking journalists play the most role in personal selling. Direct marketing. Through the Bandung Express Networking website. Com is the official website of Bandung Express Networking, where news and information about newspaper circulation and orders for transactions can be made on this website.