Marketing Communication Activities Research Articles

Online Interactive through Branded Entertainment Games as Marketing Communication Activities in the Digital Era

One-way advertising messages no longer get the attention of the entire audience because of the presence of new technology. Human tendency to reject the message of advertising because his presence appears in the middle of the fun that is being done. Marketers need to think of new ways to keep advertising by getting into the excitement, creating interactions, and spreading messages in an integrated way. Online interactive with the concept of branded entertainment games becomes an effort by marketers to make targets become captive audiences. This research is a qualitative study with an analysis of literature study discourse on online interaction and branding studies. The need for the process of Analysis, design, development, implementation, and evaluation through the concept of ADDIE in interactive online activities through branded entertainment games. The integration of messages needs to be reflected in the product, namely the games themselves, the design of the integration of marketing communication messages and the integration of messages in online interactive. The integration of messages is necessary to make the audience will receive the same message so that it is easy to recognize the brand through marketing communication activities. Marketers need to evaluate each of their marketing activities because digital conditions are fast becoming obsolete with the presence of a newness that appears. Key Word: Branded Entertainment, Game, Digital Marketing, Marketing Communications, Online Interactive

ADVERGAMING MARKETING – A NEW AND EFFECTIVE BRAND COMMUNICATION TOOL

Currently, there are many effective marketing communication tools, such as social media marketing, email marketing, video marketing, content marketing, and influencer collaborations. However, the recent boom in the online gaming market has created a significant opportunity for marketers to implement marketing communication activities through online games (commonly called Advergaming Marketing or simply Advergaming, hereinafter abbreviated as Advergaming). Advergaming is a process that combines advertising and gaming, merging marketing communication with games as forms of both entertainment and culture. To effectively leverage the benefits of Advergaming, theoretical issues such as its definition, business benefits, methods, and application in brand communication must be clarified. Using appropriate scientific research methods, such as desk research and theoretical development, the author will clarify theoretical issues related to branding and brand communication through online games. Key points for applying Advergaming to brand communication in businesses today will also be proposed.

Integrated Marketing Communication Activities of PT. Prima Inti Nusa in Building a Positive Corporate Image

This study aims to analyze and evaluate the integrated marketing communication activities carried out by PT. Prima Inti Nusa in building a positive corporate image, as well as to analyze and evaluate the supporting and inhibitingfactors in building its positive image. The theory used in this research is Marketing Communication Theory. The research method used is qualitative research with constructivism as its core paradigm. The number of informants in this study, reaching data saturation, is nine people divided into two categories: four key informants and five triangulation informants. Data collection in this study is conducted through interviews and nonparticipant observations. The results show that to build a positive image manifested through word of mouth, PT. Prima Inti Nusa uses a mix of sales promotion and personal selling. Supporting factors include the positive attitude ofthe marketing team and a mindset ofnot being easily satisfied, while inhibitingfactors include the negative attitude ofthe marketing team, a mindset of being easily satisfied, and negative issues spread by competitors

Using Social Media as a Marketing Communication Strategy: Perspectives from Health-Related Non-Profit Organizations

ABSTRACT The continued growth of nonprofit organizations (NPOs) has caused major competition to create awareness of their funding needs and services. Consequently, NPOs have begun to increase the use of social media as a marketing communication strategy. Therefore, the main aim of the study is to examine the drivers and barriers associated with using social media marketing communication tools among health-related NPOs in South Africa. The study employed a qualitative method and conducted semi-structured interviews with 13 marketing professionals from selected NPOs. The results propose that the allure of cost-effectiveness and fundraising potential, as well as fostering donor relationships and deeper community connections, serve as drivers for social media usage in marketing communication activities. Conversely, limited knowledge, budget constraints, time restrictions, and prevailing circumstances are noteworthy barriers. The study makes an important contribution to the drivers and barriers associated with using social media among health-related NPOs in a developing-nation context.

Comparison of Integrated Marketing Communication (IMC) Activities of Chain Hotels Specific to Social Media

The study aims to compare the integrated marketing communication activities of leading national and international hotel chain brands in the hospitality industry by examining their social media activities. Accordingly, Türkiye's largest national (n=6) and international (n=6) hotel chains were selected as the research area, taking into account their number of rooms and geographical spread. In this study, Facebook, Twitter, Instagram and YouTube accounts were analyzed. First of all, the accounts used by hotel businesses and their usage characteristics were investigated. The contents of these social media accounts were then analyzed. According to the findings, international hotels conduct more effective Integrated Marketing Communication (IMC) activities on social media compared to national hotels. National hotels, on the other hand, mostly do not prefer YouTube channel but are active on other social media channels. In general, product or service promotion, information/news sharing and special day content are the most preferred content. Product or service promotion is the most frequently shared content. Based on the results, hotel businesses should use social media channels in an up-to-date manner for the activity of IMC activities. This is important for MIMC conditions. At the same time, businesses should provide content criteria holistically.

Instagram Ads Usage to Increase Interest of Generation Z House Buying of PT Wengga Citra Jaya in East Kotawaringin

Social media has become a digital platform for carrying out marketing activities. One of the social media used to carry out marketing activities is Instagram through the Instagram Ads feature. With a wise advertising strategy and utilizing existing features, Instagram Ads can be a very effective tool in influencing consumer buying interest and driving business growth. This research aims to analyze the use of Instagram Ads in an effort to increase interest in buying a house from PT Wengga Citra Jaya in East Kotawaringin Regency among generation Z. Generation Z's interest in buying a house is still relatively low due to several reasons and considerations. Generation Z are potential buyers in the future, so the low buying interest in generation Z must be overcome by carrying out marketing communication activities. This research uses qualitative method by collecting data through interviews with sources who are responsible for PT Wengga Citra Jaya's marketing activities and interviews with experts. The results of this research show that the efforts to use Instagram Ads carried out by PT Wengga Citra Jaya have not been optimal because there are elements that have not been used optimally. For maximum use, Instagram Ads must have information, images, audio, price and promotional elements. This research can be a reference for business actors who want to take advantage from Instagram Ads. To support maximum use of Instagram Ads, the supporting elements of the Instagram Ads should be maximally utilized to get more optimal results.

Aktivitas Komunikasi Pemasaran Jasa Bellshoes Loundry

Bellshoes Laundry implements marketing communication activities in selling its services as an effort to deal with any problems that arise. In this way, they can ensure that information about their services is conveyed well to customers and potential customers, and ensure that good relationships are maintained. This helps Bellshoes Laundry to remain competitive in the market and maintain customer satisfaction. The aim of the research is to determine marketing communication activities for Bellshoses Laundry services. The research was conducted using descriptive qualitative methods. In accordance with the problems studied, data collection was carried out using interview techniques, observation, documentation which were useful in providing facts and data regarding communication activities and their obstacles to being presented and analyzed. The research results show that the marketing communication activities carried out include advertising, packaging, merchandising and word of mouth activities.

Implementation of AISAS Theory as Optimization of Digital Marketing at Perum BULOG

Digital advertising activities include various strategies and tactics carried out online to promote products, services, or brands, such as creating weekly promotional advertisements, influencer marketing, website marketing, interactive content creation, weekly content creation, and e-commerce. The digital advertising activity process implemented by the marketing communications sub-division has different paths. Marketing communications in marketing Bulog products plays an important role from the beginning of the pre-production process to post-production in digital marketing activities. Technical barriers are obstacles that originate from supporting tools in carrying out digital advertising such as the equipment and facilities used. This research aims to analyze the use of digital marketing carried out by Perum BULOG in marketing products effectively. The data collection techniques used were active participation, in-depth interviews, and literature study through journals and e-books. The object of this research is marketing communications activities carried out by the marketing communications sub-division. This type of research uses descriptive qualitative methods and uses AISAS theory. This research found that the implementation of digital marketing communications carried out by Perum BULOG used social media, Instagram and websites, to create content and promote products.

The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital

Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in-one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.

The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions

Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a case study research method with a qualitative approach. This research seeks to find empirical evidence from the research object, how to reveal marketing communication strategies in marketing activities for skin care products on the Scarlet brand and build meaning in the implementation of marketing communication activities. The research results show a correspondence between conceptual patterns predicted based on relevant theories and patterns of empirical findings from case studies. Based on the analysis carried out, the conclusion is that the marketing communication strategy for the Scarlett brand uses a promotional mix in the form of advertising, sales promotion, personal selling and event marketing. Many marketing communication activities are supported by brand holding companies or principals.

BELANJA ONLINE GEN Z: DITINJAU DARI DAYA TARIK IKLAN DAN CELEBRITY ENDORSER

Communication in marketing is an important aspect for the successful growth of a company. Marketing communication is an attempt to convey messages to the public, especially target consumers, regarding the existence of products in the market. Marketing communication activities can be carried out by salespeople, advertising, personal selling, or sales through various media, conventional media and new media. Marketing communication in the end is to encourage consumers to finally make a purchase decision. Purchase intention is mediated by one of the variables, namely, buying interest. Many factors influence consumer purchase intention, including advertising attraction, e-wom, brand ambassador, celebrity endorser, brand image, brand awareness, advertising exposure, and others. The purpose of this study was to determine the effect of the advertising appeal and celebrity endorsers on purchase intention. The sample in this study was 170 respondents. The sampling technique was carried out by purposive sampling technique where the researcher determined the criteria for the research respondents themselves. Data collection was carried out using a questionnaire with measurements using a Likert scale, then processed using a statistical program. There is an effect of the advertising appeal and celebrity endorsers on purchase intention in e-commerce in Generation Z simultaneously or partially. The influence of the advertising appeal and celebrity endorsers on purchase intention in this study is significant and positive, which means that the higher the value of the two independent variables, the higher the purchase intention will be. Based on the results of hypothesis testing, it is proven that H1, H2, and H3 are accepted.

PELATIHAN PEMBUATAN VIDEO IKLAN UNTUK PENERAPAN KOMUNIKASI PEMASARAN TERINTEGRASI PADA UMKM KATERING RAYUNG PELANGI KOTA MALANG

Marketing is often interpreted narrowly as the activity of distributing products from producers to consumers, even though in fact it is not just that activity. Advertising is one of the many activities in marketing. All activities in marketing need to be integrated with each other so as to produce a mature marketing concept. Likewise with advertising activities which are one of the communication activities in integrated marketing communications. In small businesses, generally communication activities are carried out separately and have not yet integrated their communication activities. This community service aims to provide guidance on the importance of conducting integrated marketing communications, namely integrating marketing communication activities in the form of sales promotions that have already been carried out by partners with advertising.

Digital Domination: How LPP TVRI Bali Can Leverage Digital TV to Skyrocket Audience Engagement

The development of information technology is changing the way consumers consume media content. Online-based services can be a threat and opportunity for conventional media players, including television media. To attract the attention of viewers, television broadcast media needs to have a marketing communications strategy that suits the needs of viewers. TVRI Bali as a public broadcasting institution focuses on local cultural broadcast programs and educational information programs, as well as being neutral amidst the speed of information dissemination. This research aims to identify the strategies carried out by TVRI Bali to increase its audience on digital television. This research uses Integrated Marketing Communication (IMC) theory and the concept of segmentation. Researchers use qualitative methods. Data was obtained through observation, interviews and documentation studies. The results of this research, TVRI Bali carries out integrated marketing communications activities to promote its event programs by implementing advertising, direct marketing, internet marketing. sales promotion, public relations, and personal selling to capture and maintain the audience market. TVRI Bali audience segmentation is carried out based on demographic, geographic and psychographic segmentation.

Penerapan Metode Analytical Hierarchy Process Dalam Komunikasi Pemasaran Pada Era New Wave Marketing

The world is currently entering the Big Data era. Organizations take advantage of this moment and make it a tool for strategic business maneuvers. As was done by the modern Primago Islamic boarding school. All Primago marketing communication activities are mediated by social media. However, until now there is no formula model for setting priorities for their digital marketing communication activities. So the purpose of this research is (1) to find the priority model of choice in marketing communication activities through digital Primago. (2) To find the factors to be considered in designing an integrated digital marketing communication strategy for Primago. Theories that form the basis include Computer Mediated Communication, Information Integration Theory and the concept of Integrated Marketing Communications. The method used is a combination of quantitative and qualitative. The research results obtained are (1) The priority model of choice in designing Primago's digital marketing communication strategy is first managing the Website, simultaneously managing Facebook and Instagram, third managing YouTube and lastly is TikTok. (2) Factors to be considered in designing an integrated digital marketing communication strategy for Primago in building netizen cognitives response include Accessible, Affordable, Connectivity, Costumize and Real Time Measurement.

AKTIVITAS KOMUNIKASI PEMASARAN PT ARAH DUNIA TELEVISI PADA PROGRAM RAMADHANKU DI JOGJA

In the current digital era, new media, such as social media, have emerged abundantly. These new media platforms serve similar functions to television, providing information and entertainment, and can be seen as potential substitutes for television due to their accessibility and availability anywhere. To remain relevant in this evolving era, television networks have adapted to the trends by shifting towards digital television that can be accessed through gadgets. ADITV is one of the local Islamic television stations in Yogyakarta that has made this transition to digital television. One of ADITV's programs that reflects its Islamic identity is "Ramadhanku di Jogja." Marketing communication activities need to be conducted to sustain its position amidst the emergence of new media. Therefore, this research aimed to explore the marketing communication activities of PT Arah Dunia Televisi in the program "Ramadhanku di Jogja" using the concepts of marketing communication (Kotler & Keller, 2012) and marketing communication mix (Firmansyah, 2020). The research methodology employed is qualitative descriptive, involving data collection through interviews, observations, documentation, and literature review, utilizing source triangulation and technique triangulation as data validity techniques. The findings of this study indicate that ADITV has implemented marketing communication activities in the program "Ramadhanku di Jogja," including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing, with a stronger focus on conventional marketing approaches such as personal selling and direct marketing.

Application of Marketing Communication Strategy in Marketing Activities Consumer Goods Products (Case Study at PT XYZ)

Objective - This study aims to determine marketing communication strategies in consumer goods marketing activities at PT XYZ in Surabaya.
 Design/methodology/approach - The object of this research was to examine marketing communication strategies in consumer goods marketing activities at PT XYZ in Surabaya. The subject of research is PT XYZ which is located in Surabaya and the company was chosen because of its position as a market leader in the field of consumer goods product distributors.
 Findings - The results showed conformity between conceptual patterns predicted based on relevant theories with patterns of empirical findings of case studies. Based on the analysis carried out, it is concluded that the marketing communication strategy of PT XYZ uses a promotional mix in the form of advertising, sales promotion, personal selling, and marketing events. Marketing communication activities are widely supported by brand-holder companies or principals

The State Railway of Siam and the origin of tourism public relations in Thailand (1917–1941)

PurposeThis research aims to explore the origin of tourism public relations (PR) in Thailand as practiced by the State Railway of Siam (SRS) prior to the Second World War when rail travel was still a new form of transportation in the country.Design/methodology/approachThe study approach is documentary research involving an in-depth examination of both published and unpublished documents of a special collection of the SRS archives conducted in a fact-based and descriptive manner.FindingsIn the first half of the 20th century, a period of global economic uncertainty, the SRS performed the role of the government's PR division, with one of its important tasks being to promote travel and tourism in the country among both Thais and foreigners. The SRS incorporated the use of PR materials including advertisements, films, guidebooks, speeches, events, pre-arranged press activities and sales promotions in its activities. The current study explores the SRS's strategies employed in the creation of integrated and place communication campaigns to promote its train service and tourism throughout Thailand via its railway network.Research limitations/implicationsThe findings of the study reveal the PR efforts carried out by the SRS, which utilized a variety of communication tools in tourism promotion. This can lead to a better understanding of global tourism PR history and more specifically the development of tourism PR in Thailand and throughout South-East Asia.Practical implicationsThe results add to the body of knowledge of how integrated marketing communication, place branding and professional PR activities evolved in Thailand.Originality/valueThe research fills a gap in the history of tourism PR and its relation to broader social and economic structures in Siam prior to the 21st century. It also reveals the little explored topic of how the railway engaged in historical path of PR practices and how they relate to a country's specific PR development outside of the highly researched U.S. context.

Integrated Digital Marketing Communication Strategy of Primago Islamic Boarding School in Building Netizen Cognitive

Digital transformation develops and disrupts the business sector and the economy. All Primago marketing communication activities are mediated digitally. The basic problem of this research is that Primago Digital's marketing communication activities need a model. This model is expected to deliver that effectiveness and efficiency in each Primago digital marketing communication program. The aims of this research are (1) to find the factors to be considered in designing an integrated digital marketing communication strategy for Primago. (2) To find priority choices in building netizen cognition. It is based on the multiple assessment criteria of experts. This study uses the theory of Computer-Mediated Communication, Information Integration Theory, and then the concept of Integrated Marketing Communications. For methodology, this study uses a post-positivism paradigm. The results of the interviews and dissemination of disclosures were then analyzed without the in-depth involvement of the researcher. Qualitative and quantitative methods are used simultaneously in this study. Based on the analysis of this study resulted in conclusions. (1) factors must be considered in designing Primago's digital marketing communication strategy. Among others are Accessible, Affordable, Connectivity, Costumize, and Real-Time Measurement. (2) The priority for choosing the right digital integrated marketing communication strategy for Primago in building netizen cognition sequentially is managing the website. Then simultaneously managing Facebook and Instagram, the third is YouTube and TikTok.

The relationship between marketing communication activities and customer loyalty: Case of furniture product

The relationship between marketing communication activities and customer loyalty: Case of furniture product

Digital Marketing Communication Activities on Online Magazine Gettinlow

The shift in lifestyle and the increasing use of gadgets and the internet has also changed the pattern of media consumption in society. Many people are starting to switch from printed media to web-based electronic media. Magazines are no exception. Many magazines are now converting their print format to digital format. In the face of this change, magazine managers must think of creative ways to keep getting readers who will ultimately maintain their existence. One of the online magazines in Indonesia that focuses on automotive, titled, Gettinlow, also competes in the online media industry. In managing this online magazine, the Gettinlow team has recorded 9 million page viewers and 1.8 million sessions in Indonesia until 2020. This is inseparable from their digital marketing communication efforts. Therefore, this study aims to describe the implementation of digital marketing communication from Gettinlow online magazine. This research contributes to the science of marketing communications, especially in digital marketing communications. Novelty in this study shows how digital marketing communications are used in marketing mass media products, especially online magazines. Hopefully, this research can add to the study of marketing communication for online media, which still needs to be discussed. This research will use descriptive qualitative research, with interview data collection methods and document studies. The results of this study include digital marketing communication activities carried out by the Gettinlow team to retain readers and advertisers. Some activities include social media marketing, search engine optimization, and digital public relations. These activities have proven successful in increasing Gettinlow's website traffic, increasing interaction, and bringing in advertisers. Therefore, these activities can become best practices that similar companies also study.