Marketing Communication Management Research Articles

Features of Marketing Communications Management in RA Commercial Banks

Features of Marketing Communications Management in RA Commercial Banks

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.

Enhancing post-disaster tourism marketing communication in Aceh Jaya Regency

Background: Aceh Jaya Regency is currently deeply committed to developing regional tourism as part of the community’s economic recovery following the 2004 tsunami disaster. The Aceh Jaya government has established five tourism villages and identified ten flagship tourism destinations, which are supported by Aceh Jaya Regent Regulation No. 10/2019 on Halal Tourism. Marketing communication is not only useful in connecting tourism businesses with consumers in the post-disaster tourism industry but also essential for emphasizing the differentiation of tourism products and providing added value to potential tourists. Purpose: This research is urgent because it provides an in-depth analysis of post-disaster tourism marketing communication management in Aceh Jaya Regency using the SOSTAC approach. Methods: This research used qualitative methods, with data gathered through interviews, focus group discussions, and field observations. Moreover, data analysis employed thematic analysis to categorize certain themes and obtain analytical generalizations. Result: The research showed that the Aceh Jaya government has implemented a post-disaster tourism management process that includes various aspects, such as identifying tourism potential, empowering local communities in the tourism sector through partnership programs, developing supporting infrastructure, and promoting tourism. This is done because the local government is fully aware that sustainable tourism development will have a positive impact on the economic growth and welfare of the people of Aceh Jaya. Implications: The findings of this study suggest that adopting the SOSTAC approach in future post-disaster tourism marketing communication strategies, supported by policy, can have a multiplier effect on the economic growth of the community.

Peran Komunikasi Pariwisata Pada Kegiatan Penghargaan Top Muslim Friendly Destination 2023

This study aims to determine the implementation of knowledge, development and success of Muslim Friendly Destination of Indonesia through Tourism Communication that generates motivation and appreciation. In the development of a tourism sector that is friendly to Muslim tourists, the role of tourism actors, academics, stake holders and the community is needed. It is not an easy matter to motivate various groups in the development of Muslim-friendly tourism, it requires the active role of all parties who can realize the development of Muslim-friendly tourism through tourism communication. The research method used is qualitative descriptive using Burhan Bungin's tourism communication theory, motivation theory and appreciation theory. The results of this study show that Indonesia's success in winning the Top Muslim Friendly Destination of the Year 2023 award cannot be separated from the role of tourism communication embodied by marketing communication management. The form of motivation in the award can be seen through recognition, appreciation and achievement of self-actualization or institutions in this case Muslim-friendly tourist destinations and appreciation of various groups both from within the country and abroad.

PEMBERDAYAAN KEMITRAAN MASYARAKAT MELAUI BADAN USAHA MILIK DESA (BUMDESA) SEBAGAI PENGGERAK EKONOMI MASYARAKAT GUNA MENCAPAI SDGs DESA DI ERA DIGITAL

Village-owned enterprises (BUMDesa) are village business institutions managed by the community and village government to strengthen the village economy and are formed based on village needs and potential. In practice, problems have been found related to aspects of BUMDesa development: promotional constraints, weak marketing networks, financial management, and administration constraints, and low human resource skills in mastering communication technology. For this reason, this service program is carried out to provide digital marketing assistance so that BUMDesa Amarta, Pandowoharjo Village, Sleman have digital media that actively market their products through content that stimulates consumers to make purchases. Apart from that, to support the development of BUMDesa, management is targeted to be formed by assisting with rebranding, sound finance, and marketing. The method used by the proposer to realize the target is through workshops related to marketing communications management, virtual marketing communications, management, and finance. Additionally, website creation, social media, and assistance in creating virtual communication content (video profiles, packaging, product photos, e-catalogs, e-pamphlets) are also carried out to support digital-based marketing activities. The service results are in the form of increased knowledge and skills in using websites, e-commerce, and financial systems, as well as skills in creating product photo content. The conclusion from the implementation of the service is that providing training and mentoring contributes to increasing the knowledge, skills, and abilities of Amarta BUMDesa managers utilizing digital technology.

УПРАВЛЕНИЕ МАРКЕТИНГОВЫМИ КОММУНИКАЦИЯМИ В КНИГОИЗДАТЕЛЬСКОЙ СФЕРЕ

The main stages of marketing communications management in the book publishing sphere are defined. The problems arising in the preparation of book products to readers are outlined. The efficiency factors influencing the promotion of the book on the market are considered.

Omnichannel marketing communication management in movie distribution at pehagengsi

Omnichannel marketing communication management in movie distribution at pehagengsi

Political Campaign Professionalization in Lithuanian Elections

The article analyzes the extent to which the professionalization of Lithuanian political campaigns has changed over the last 30 years. To achieve this, the article employs two main methods. First, it reviews existing research on election campaign professionalization. Second, it presents the findings from a case study of Lithuanian political campaigns. The analysis draws on data from interviews with PR professionals and politicians conducted over the past two decades (46 interviews). The analysis also includes a data review of party spending in parliamentary campaigns. Through these methods, the analysis finds that both candidates and professional political consultants increasingly view political campaigns as important. Professional consultants play a significant role in campaign preparation and management in all parties, with major functions implemented by external campaign professionals being related to marketing strategies and communication management. Furthermore, contemporary Lithuanian political campaigns are often permanent and centralized, using a variety of marketing tools and instruments to research the electorate and prepare advertising campaigns and messages. The study concludes that Lithuanian election campaigns are gradually becoming more professionalized across all parties. However, the degree of professionalization varies depending on the financial and human resources available to specific party campaigns.

Analysis of the Implementation of Marketing Communication Management MyValue Application Building Customer Relations Hotel Santika Radial Palembang

The purpose of this study was to determine the application of marketing communication management for the MyValue application to build customer relations for Hotel Santika Radial Palembang. Done to maintain a more advanced competitiveness and the company tries to pay attention to relationships with customers. Efforts to build relationships with prospective customers and customers and companies are analyzed using marketing communication studies. The research method uses qualitative research methods. Sources of data using observation data and in-depth interviews with research informants related to research. The results of research on marketing communication management for the MyValue application to build hotel customer relations are carried out by optimizing marketing communications by implementing a promotional mix including advertising, personal selling, sales promotion, public relations and direct marketing to achieve marketing success. And the implementation of the implementation of marketing communications indirectly forms a brand image that is attached to society.

The application of eye tracking and artificial intelligence in contemporary marketing communication management

Purpose: Paper aims to fill the cognitive gap regarding the role, importance and potential of integrating eye tracking research and artificial intelligence. The main goal of the work was to design a proposal for the synergistic use of eye tracking and artificial intelligence for marketing communication management. Design/methodology/approach: To achieve the planned goal and answer the research questions, methods of systematic literature review, online content analysis, expert interviews and pilot eye tracking studies using the Gazepoint GP3 device and Gazepoint Analysis V6.9.0 software were used. The considerations are conducted in the field of behavioral economics. Findings: During the discussion and analysis of various aspects related to the use of eye tracking, artificial intelligence and neuro research in the context of marketing communication management, the following was established: the importance, applications and synergy of eye tracking and AI in marketing communication; the future of new technologies in marketing; key benefits, challenges and potential of the tools discussed, with particular emphasis on the need for their responsible use along with continuous development in this field. Research limitations/implications: Suggestions for future research on the issues discussed include: ethics and privacy; technological limitations; future dynamics changes. Suggestions for future research include broader analysis of user experience, integration of methods with other technologies, longitudinal research on the impact of AI-generated content personalization, measurement of consumers' emotional engagement. The indicated research areas may contribute to better use of technology in marketing and expand knowledge about non- declarative consumer behavior. Originality/value: The value of the article lies in providing conclusions and practical recommendations as well as identifying areas for further research, which may contribute to a better understanding and use of eye tracking, AI and neuro research in the field of marketing. The entire research project allowed for the design of a proposal for the synergistic use of eye tracking and artificial intelligence for marketing communication management. The article may be valuable for marketing specialists, researchers, students and people interested in the use of modern technologies in marketing. Thanks to its comprehensive perspective, it can be a guide for people interested in introducing these technologies into marketing practice. Keywords: neuromarketing, eye tracking, artificial intelligence, marketing communication. Category of the paper: Research paper.

Development of marketing communications and organization of advertising campaigns in tourist enterprises

The subject of research is theoretical and practical aspects of marketing communications management, including organization of advertising campaigns in the field of tourist enterprises. The purpose of the article is to substantiate ways of improving the management of marketing communications of tourist enterprises through the organization of PR activities and advertising campaigns. The methodological basis of the article is the theoretical provisions of the economy of enterprises, a set of general scientific and special research methods, including: systemic approach, monographic, statistical and economic, analysis and synthesis of economic information. Results of the article. It was determined that the management of marketing communications is an important component of the activities of tourist enterprises. Its elements are advertising campaigns and PR management tools. Therefore, the development of the structure and budget; determination of tools and implementation locations; selection of target audiences; evaluation of results are important areas of management improvement. The correct development of an advertising campaign for tourist enterprises is an important direction for improving the management of their activities. It means establishing its priority goals; development of an advertising budget, a list of advertising means; determination of the most effective place and time for placing advertising messages; monitoring and control of results; adjustment of management methods and tools if necessary. Field of application of results. The results can be used by tourism enterprises, territorial communities, regional and state authorities, public organizations, individual entrepreneurs and activists, institutions of higher education, scientific institutions. Conclusions. Advertising campaigns and other means of PR activity are an important part of marketing communications of tourist enterprises and their management. An advertising campaign allows you to control the promotion of tourist services, make adjustments to sales activities, create and consolidate among consumers a stable understanding of the advantages of the services of this particular tourist company. It is important to emphasize that, as shown by the experience of the advertising campaigns of the world's leading tourism companies, advertising must take into account the peculiarities of the country, region, social and political situation in society. Thus, the correct development of an advertising campaign involves establishing the priority goals of the campaign, its budget, and determining the most effective place and the time of placing advertising messages, the target audience – is one of the most important and relevant directions of improving the management of the development of tourist enterprises and their marketing communications.

The Impact of Social Media on Marketing Communication Management

Social Media is a researched domain that result in a variety of articles with increasingly relevant results for science and organizations. In this first regular issue of 2022 of the International Journal of Marketing, Communication and New Media (IJMCNM) , in six of the ten articles, problems of youtube advertising, consumer social media engagement with video, the impact of digital influencers, the effects of different social media platforms to companies’ sales marketing processes, product and service orientation on social media in restaurant communication, are analyzed. As Almousa, Alsaikhan and Aloud (2020) point out, “social media have changed communication landscape and have clearly affected the marketing communication, where it becomes one of the most common daily activities for consumers” (p.79). Ulas (2020) citing Seo & Park (2018), even says that, “the dramatic rise of social media in every field is remarkable. In this new communication environment, social media is becoming both more convenient and more important. Social media applications lead many companies to use them in stakeholder communication, marketing activities, customer and brand management and organizational communication activities” (p. 9). (...) DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.1-3

Pelatihan Manajemen Komunikasi Pemasaran Bagi Usaha Menengah Kecil Masyarakat Dalam Meningkatkan Pemberdayaan Ekonomi Masyarakat

This community service aims to provide knowledge and understanding through Marketing Communication Management training for Small Medium Enterprises (MSME) in Telagasari Village, Serangpanjang, Subang. The Covid-19 pandemic condition requires creativity and innovation in marketing MSME products. Methods Lectures, discussions, exercises and presentation of the results of the training for MSME managers in the village. The results of the service stated that the communication strategy required training and knowledge about the media and market opportunities for MSME products. Management planning and knowledge of competitors in improving product quality is supported by direct cash assistance (BLT) for MSME. Marketing communication strategy for MSME products in Tegalasari Village is needed, to consider several things related to marketing communication requiring training and business credit, to increase production and empower natural resources owned by continuous training and coaching. Increasing the number of MSMEs and production quality through HR training and product quality training.

ДЕФІНІЦІЯ СУТНОСТІ МЕНЕДЖМЕНТУ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ НА ПІДПРИЄМСТВАХ ГОТЕЛЬНО-РЕСТОРАННОГО ГОСПОДАРСТВА

The aim of the article was to clarify the definition of the essence of marketing communications management in the hotel and restaurant industry. The proposed goal was achieved by studying and systematizing the scientific achievements of researchers on the effective management of the communication process with customers through the rational use of marketing communications in the hotel and restaurant industry. Marketing communications management in the hotel and restaurant industry often focuses on the relationship between different marketing activities and different aspects of customer relationships. The article formulates conclusions and suggests directions for further research. As noted, existing research provides a solid theoretical basis for studying the multidimensional relationship between the enterprise and its customers. Marketing strategies are designed to develop customer relationships and ultimately the financial value of customers through their impact on customer acquisition, retention, expansion and churn. Marketing research in the hospitality industry has extensively studied the relationship between various marketing activities and specific aspects of customer relationships, such as customer loyalty and retention. However, there is a lack of research that comprehensively examines the relationship between customer relationship dimensions and managerial actions or customer lifetime value. Such research will help to develop more theoretical measures of the impact of marketing activities in the hotel and restaurant industry. The results of the study contribute to our understanding of the relationship between the consumer and the enterprise in the hospitality industry and create a basis for future strategic management regarding marketing research in the hospitality industry and customer relationships. Although the concept of customer relationships has existed for a long time, it has not been studied as a multidimensional construct. Hospitality researchers have tended to focus on measuring specific aspects of customer relationships, such as customer commitment or loyalty.

Marketing Communications Management in the Public Administration System

The issues of building effective marketing communications systems at the level of public administration are discussed in the article. Most marketing communications research focuses on the private sector. Marketing communications in the public sector are comprehensive and multi-functional. So, marketing communications in public administration are considered not only as a complex of information and communication mechanisms. They also include political, social, economic and cultural aspects. The marketing communications system should be formed both on the domestic market (provision of administrative services to the population and formation of a positive image of state power) and external (establishment of cooperation with international partners and conduct of international policy). According to statistics, the system of information support of public administration is considered relevant by more than 60% of the population of Ukraine. Therefore, given the relevance of this issue, it is useful to determine its practical significance. The establishment of a marketing communications system in public administration should provide the population with mobile provision of administrative services of high quality, the creation of systems of democratic civil society through the development of electronic petitions, the formation of a favorable image of the state to ensure high support for the processes of state creation among the population and at the international level to attract additional investments and ensure tourist attractiveness. Among the current directions of development of marketing communications of public administration are advertising, PR-technologies, image and brand construction, fight against “negative” and fake information, provision of electronic management and provision of administrative services online. However, providing the population with access to the Internet also remains an important issue, as it is this resource that is the main one for the introduction of digitization and digitalization processes in the country.

The Implementation of Sharia Marketing Communication in The Muslim Fashion E-Commerce in Indonesia

This research aimed to analyze the implementation of muamalah provisions based on Islamic law in Muslim fashion e-commerce. The case study method was utilized to achieve the objective. The theoretical approach used is marketing communication management in Islam. The research was conducted at HIJUP.COM, the first and largest Muslim fashion e-commerce in Indonesia. The data collection techniques used in this study were written documentation, digital data archive records, in-depth and focused interviews, participant observation, physical devices, and literature study. Seven informants consisted of experts and practitioners of e-commerce, sharia marketing communication, and religious leaders selected through a purposive sampling technique. The results proved that e-commerce transactions followed the general selling and purchasing contract in Islamic law. Ideally, the implementation process includes four characteristics of sharia marketing, that is Theistic (Al-Rabbaniyah), Ethical (Al-Akhlaqiyah), Realistic (Al-Waqiah), and Humanistic (Al-Insaniyah). Obstacles in implementing sharia marketing communication included the low level of understanding and kaffah and the creative processes that must be smarter because it includes two dimensions, business and the hereafter.

The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image

The aim of this article was to determine the significance of modern marketing communication channels used in the process of shaping the external image of an enterprise as an employer. An analysis of the world literature on marketing, management, marketing communication and human resource management was used to prepare the theoretical part. The results of the analysis indicate a cognitive and research gap regarding the use of modern communication channels for building the external image of an enterprise in the role of an employer. In order to reduce the gap, empirical studies were conducted among young Polish potential employees, in which the survey method was used to gather primary data. The collected data were subjected to statistical analysis, during which the following methods and statistical tests were applied: the analysis of average values, exploratory factor analysis, Kruskal–Wallis test (KW), Pearson chi-square independence test and V-Cramer coefficient analysis. The results of the analyses conducted indicate, inter alia, that statistically significant diversity was identified in the case of non-professional media in terms of respondents’ opinions on whether the employer’s image created by modern media is better than the employer’s image created on the basis of classical marketing communication channels. In the case of professional and non-professional media, the age of the respondents was not a differentiating feature. Moreover, neither for professional media nor for non-professional media were statistically significant dependencies identified between respondents’ opinions on the impact of actions undertaken by enterprises on shaping their positive external image as an employer and respondents’ opinions on whether the employer’s image created on the basis of modern marketing communication channels is more beneficial than the employer’s image created on the basis of classical marketing communication channels. The results obtained on the basis of the research have a cognitive and applicability value, characterized by originality. Until now, the importance of using modern marketing communication channels in shaping the employer’s external image has not been analysed. This also applies to enterprises operating on the energy market.

The Role of Corporate Marketing Communications Management in Implementing Advertising Ethics and Standards

Australia’s advertising industry has dramatically improved during the last ten years, including the quality of ethical code, number of associations as advertising watchdog, creative ideas and the executions as well. Advertising agencies become vital as brands or companies start using their services not only to execute the advertising, but also to develop the whole campaign, such as using Public Relations approach. That’s what integrated marketing communication is all about: to elaborate advertising, Public Relations, sales promotion and direct marketing approach into a whole, integrated campaign. However, the implementation of the campaign is not as simple as it looks due to the complexity of the process. In this case, Smarties and its brand umbrella, Nestle Australia, has developed a massive national campaign called “Eight Colors of Fun”. It turns into a disaster when local communities and watchdog associations have complained its TV commercial

Особливості застосування сучасних методів маркетингової комунікаційної політики підприємствами

Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.

Stakeholder dynamics of contextual ambidextrous capabilities and authenticity: A conceptual synchronisation for competitive advantage

The combined effect of strategic ambidextrous management (dynamic capabilities and contextual ambidexterity), marketing and brand communication management has been implicitly and explicitly identified as bearing critical implications for competitive advantage. However, the mutual influence of these knowledge streams on competitive advantage as well as its key component of contextual ambidexterity are much under-researched. This article follows an inductive constructivist method to develop a theoretically founded conceptualisation of the means through which the various stakeholder contextual ambidextrous dynamic capabilities can leverage the organisational authenticity learning process in cross-functional management to explore and exploit new competitive advantage scopes. Specifically, this research proposes a theoretically synchronised conceptual framework that focuses on identified key attributes of the knowledge streams, interlinking their individual and combined influences on brand positioning and corporate reputation for the creation of competitive advantage. Scholarly and empirical implications are also presented along with future research avenues.