Marketing Communication Mix Research Articles

Analysis of the Effect of Marketing Communication Mix on Consumers’ Buying Interest of OE Bold

This research aimed to test the influence of Marketing Communication Mix on consumers’ purchase intention of OE Bold, a cigarette product made by PT Ongkowidjojo in Malang. The variables examined were Advertising (X1), Personal Selling (X2), Sales Promotion (X3), and Mobile Marketing (X4). The analytical tool used in this study was multiple linear regression analysis. The population used in this study was the consumer of OE Bold, who made the purchase in each area of the target market of PT Ongkowidjojo (in Sampang, Pamekasan, Sumenep, and Malang) within a month. The questionnaire sample size was 188 respondents. The results were that Advertising (X1), Personal Selling (X2), and Mobile Marketing (X4) variables had a significant influence on the OE Bold consumers’ purchase intention. On the other hand, the Sales Promotion (X3) variable did not have a significant influence on the OE Bold consumers’ purchase intention. Based on the results, the company must retain the aspects that have been assessed well by the consumers and improve the aspects that are considered less good. In subsequent studies we expect to add other variables that have been used in previous studies.
 Keywords: Advertising, Personal Selling, Sales Promotion, Mobile Marketing

Low Cost Social Media Based Marketing Communication Mix Analysis On Medium Small Micro Enterprises In Parepare

UMKM or Micro, Small and Medium Enterprises (MSME) is one of the important economic sectors in Parepare. MSMEs are the biggest business sector in demand by young people in the city, especially those that engaged in the culinary sector, and they absorb the second largest workforce. Es Duren Caramel and Saogi.ID. are two of them. But with limited capital, they need to use a marketing communication mix that suits their abilities. The alternative is to use social media as a channel for their marketing communication mix. This study uses qualitative research methods with observation and interview techniques to conclude that this two MSME are using the WhatsApp and Instagram application to support the marketing and sales of their products. It is their preferred choice for advertising and marketing. There are several advantages of social media which later become the reason why MSME in general need to use social media as a communication mix for their marketing, and few challenges. In the future, these two MSME have great potential to be more intensive and efficient in utilizing social media as a marketing communication mix platform. However, their owners need to broaden their creativity in creating content related to their products in order to attract more potential consumers. They also need to maintain a more personal relationship with their customers to ensure their costumers loyalty and transform them from being just a consumer, into an advertising agent for these MSME’s products on their respective social media.

STRATEGI KOMUNIKASI PEMASARAN JEJARING SOSIAL FACEBOOK SEBAGAI MEDIA E-COMMERCE PADA MASYARAKAT SURABAYA (Studi Deskriptif-Kualitatif Pada Produk Peralatan Olahraga)

In 2014 Indonesia has some young leaders who are well-known as a businessman in the field of e-commerce on the scope of South-East Asia. Therefore, this study aims to Determine the marketing communication strategy of e-commerce in using social networking sites namely Facebook, but anyway the government did not have any collection of data about e-commerce activities.
 Data source in this study is as much as three informants from community members who use Facebook doing e-commerce for selling sports equipment. The data analysis technique used is the depth interview.
 The Results Showed that E-commerce in Facebook classified to direct the marketing communications mix Showed Because this study informants that use only the medium of Facebook to promote Reviews their e-commerce activity. E-commerce activities are performed as informants Also inspired by other friends who has already doing e-commerce there. The success of the predecessor as well as has motivated them to Participate in implementing e-commerce activities.

The relationship between content marketing and the traditional marketing communication tools

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which are not always clearly categorised. This article seeks to investigate the relationship between one of the novel marketing tools, content marketing, and the five elements of the traditional marketing communication mix. Based on an extensive literature review, this paper analyses the main differences and similarities between them. This article aims to generate a debate on the status of content marketing. According to the authors' opinion, content marketing can be considered as the sixth marketing communication mix element. However, further research is needed to fill in the existing knowledge gap.

Impact of marketing communication mix on business results of SMEs

Marketing communications show a favorable impact on all aspects of the company’s activities. They play an essential role in shaping the final economic results. The purpose of the research is to study the effects of elements for marketing communication mix on the business results of selected small and medium enterprises in Stara Zagora district, Bulgaria. The collection of primary data has been developed and disseminated to the owners/managers of SME’s survey. The research uses a descriptive and casual research approach to identify the impact of individual communication elements - advertising, sales promotion, and direct marketing on some financial parameters, such as the profit, sales, and profitability of the companies. The result shows statistical significance between advertising, sales promotion, and financial indicators: profit and net sales revenue. Recommendations were made to the SME managers regarding the use of promotional activities, using communication channels to inform and keep up to date customers, the effectiveness of the types of media, and more.

Word of mouth as a new element of the marketing communication mix: Online consumer review

Customer online product reviews are an emerging market phenomena that is playing an increasingly crucial part in customers’ buying decisions as a novel type of word-of-mouth knowledge. This authors argue that online consumer reviews, a sort of product details created by users depending on individual usage experience, can serve as a new variant in the marketing communications mix, acting as free “sales assistants” to assist consumers in identifying products that best suit their unique usage conditions. This study proposes a normative methodology to solve a number of critical strategic concerns about customer evaluations. First, we explain when and how a seller's marketing communication plan should be adjusted in response to customer feedback. Our findings show that if review information is sufficiently useful, the two types of product information, namely seller-created positive product data and buyer-created literature review, will communicate. When the product price is minimal and/or there are enough expert (more intelligent) users, for example, the two types of information are complementary, and the seller's best reply is to boost the number of product attribute message provided via marketing communications after the reviews are accessible. When the product cost is high and there are a large number of rookie (less sophisticated) product users, the two types of information are substitutes, and the seller's best reaction is to minimize the quantity of product attribute information it contains, even if it is free.

The impact of store formats and sales promotion towards consumer’s purchase decision: Case study of Indomaret in Bandung city

Much intention in the marketing literature has been placed on consumer behavior issues relating to drivers of purchase intention including store choice, marketing communication mix, promotional mix tools, and loyalty to brands. The consumer according to his social class, income, desires and other factors purchases groceries either in a traditional retail market or modern one. In developing countries, particularly in Indonesia, there is an expansion of modern retail stores at the expense of traditional stores which used to be the shopping destination of most customers. In a context of emerging economy country, the purpose of this study is to investigate and analyze the influence of store format and sales promotion on grocery retail store consumers. The analysis based on online survey of 230 consumers of the modern retail store “Indomaret” in Bandung city via application of Smartpls3, reveals findings according to which both store format and sales promotion have a significant influence on consumers’ purchase decision. The study shows the large number of students as Indomaret consumers with indicators such as coupons, shopper cards, products line, and customer care that strongly influence on consumers purchase decision.

EFFECT OF CUSTOMER SATISFACTION AND MARKETING COMMUNICATION MIX ON CUSTOMERS’ LOYALTY IN THE GHANAIAN BANKING INDUSTRY

The study investigates the effect of customer satisfaction and marketing communication mix on customers’ loyalty in the Ghanaian banking industry. Explanatory design was used to investigate the association between the independent variables: customer satisfaction, public relations, advertising, sales promotion and the dependent variable: customers’ loyalty. Questionnaire was the main instruments for data collection from 250 customers of banks in Accra, Ghana. SPSS version 20 was employed for data analysis. The study revealed a strong positive relationship between customer satisfaction and customer loyalty in the Ghanaian banking industry. Also, the study showed a moderate but significant relationship between public relations and customers’ loyalty in the Ghanaian banking industry. On the bases of these findings, the study recommended that the banks should continue to strive to achieve customer satisfaction by fulfilling customers’ needs and wants since it can engender customer loyalty. This can be done by understanding all the factors affecting customer satisfaction. Also, it was recommended that public relations must not be discarded but strengthened to complement the other marketing communication mix to help encourage customer loyalty in the Ghanaian banking industry. Article visualizations:

Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix

BackgroundWhen one thinks of opportunities to engage patients, the marketing communications mix often is the first thing that comes to mind. Its five components of advertising, personal selling, sales promotion, public relations, and direct marketing represent tried and true pathways for establishing productive dialogues with customers of healthcare institutions. But in formulating and deploying the marketing communications mix, health and medical establishments must not neglect foundational elements which play vital communicative roles, impacting the perspectives of patients and influencing associated patronage.DiscussionMany things communicate on behalf of healthcare organizations, including the people employed by them, the places in which they deliver services, and the brands that represent them. As foundational elements of communication, these must be addressed prior to formulating the marketing communications mix, as they influence and impact an institution’s entire communicative potential. Their initial development, however, is just the beginning, as these elements must be managed and maintained continually over the course of organizational life. This article profiles foundational elements of communication and discusses their importance in healthcare marketing, generally, and marketing communications, specifically, providing useful insights for maximizing communicative synergies.ConclusionsGiven the importance of engaging current and prospective patients, healthcare establishments must take steps to ensure exceptional prowess in this area, with communicative skills and abilities being of paramount importance. Proficient deployment of the marketing communications mix is essential, but healthcare providers must also be certain to direct attention toward foundational elements, ensuring that given institutions realize their full communicative potential.

Personal selling in health and medicine: using sales agents to engage audiences

BackgroundPersonal selling—the use of sales agents to personally deliver messages to target audiences—is often not the first conveyance pathway that comes to mind when thinking about marketing communications in the health services industry. This is not surprising given that sales force roles are not as public and prominent as other promotional avenues, such as advertising and public relations. Further, the titles held by those in sales-oriented roles in the health services industry are usually more discreet, carrying designations such as community liaison, business development officer, and the like. Regardless of title, sales roles involve personally interacting with desired audiences to compel some sort of action, adding a vital form of communication that bolsters engagement opportunities.DiscussionPersonal selling plays a critical role in the promotion of health services organizations. Perhaps most obviously, it is distinguished from its counterparts in the marketing communications mix by its use of people to deliver messages to desired audiences. Associated titles, duties, and expectations vary widely between and among those healthcare entities which make use of personal selling, as there is no pat formula for deployment within health services environments. To shed light on personal selling, this article presents an associated overview through the lens of Willis-Knighton Health System, sharing practical insights and experiences which can assist peer healthcare establishments in understanding, shaping, and honing sales roles within their own facilities.ConclusionsTaking advantage of the utility afforded by direct, personal interactions with audiences, personal selling provides a helpful communications resource that better enables healthcare providers to connect proficiently with target markets. It supplements other forms of marketing communication, operating synergistically to help healthcare institutions achieve their conveyance goals. Prudent deployment of this unique marketing communications method affords health and medical institutions with a capable conveyance asset that can provide great assistance in achieving communicative ambitions.

Public relations in health and medicine: using publicity and other unpaid promotional methods to engage audiences

BackgroundPublic relations—a marketing communications method involving the use of publicity and other unpaid promotional methods to deliver messages—historically has served as the communicative workhorse of the health services industry, representing the predominant pathway over many decades by which health and medical facilities conveyed stories to the public. While other components of the marketing communications mix, perhaps most notably that of advertising, have now captured a significant portion of interest, attention, and use by healthcare establishments, public relations remains a valuable communicative avenue when deployed properly.DiscussionAs an unpaid method of promotion, public relations is uniquely positioned among its counterparts in the marketing communications mix which require direct expenditures to reach audiences. Typically effected by preparing and submitting press releases to news media firms in hopes that they, in turn, will present given stories to their audiences, limitations are somewhat obvious as transmission control rests with external entities. But overcoming limitations is possible with prudent strategies. This article presents Willis-Knighton Health System’s associated strategies, along with a range of public relations insights from decades of deployment experience.ConclusionsPrudently deployed and led by guiding strategies, public relations offers health and medical organizations opportunities to engage audiences in an efficient and highly credible manner. Courtesy of its unique properties, public relations capably can complement other marketing communications, operating synergistically to help healthcare institutions achieve their conveyance goals, fostering exchange and bolstering market share. Careful operationalization of this marketing communications avenue can help healthcare establishments realize their full communicative potential.

Integrated marketing communications: a strategic priority in health and medicine

BackgroundHealthcare establishments portray themselves to their patient populations using many communicative mechanisms. Perhaps the first avenues that come to mind are the outward conveyances of the marketing communications mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. But other prominent communicators also exist, including the people employed by healthcare institutions, the places in which services are delivered, and the brands that represent given establishments. This wide variety of communicative mechanisms is somewhat of a mixed blessing, affording myriad options, but also necessitating extra care and attention in developing associated marketing communications.DiscussionNow more than ever, health and medical establishments have at their disposal communications options capable of addressing most any conveyance want or need. The marketing communications mix, once somewhat limited due to industry tradition, is now fully accessible and widely used in the health services industry, providing immense opportunities to connect with patients. Options for signage, building designs, servicescape amenities, employee uniforms, and the like also are teeming, providing myriad avenues for making positive impressions. But burgeoning options while beneficial also intensify obligations for ensuring that marketing communications are properly integrated, with this particular article describing this imperative need and its implications for communicative success in the healthcare industry.ConclusionsBy integrating marketing communications, health and medical providers are able to create synergies between and among selected conveyance mechanisms, amplifying performance and increasing the likelihood of reaching communicative goals. Achieving such cohesion requires devoted planning in an effort to coordinate verbal and visual manifestations to express desired imagery and appeals to target audiences. As extensive benefits are derived from integrated marketing communications, healthcare establishments should consider associated pursuits to be a strategic priority.

Sales promotion in health and medicine: using incentives to stimulate patient interest and attention

BackgroundSales promotion—the use of incentives to encourage patronage—is a staple of marketing communications in the health services industry. Sales promotion applications commonly used by health services organizations include free samples, free trials, coupons, contests, and loyalty programs. These avenues engender goodwill, appreciation, and attentiveness; they also serve as small, but powerful promotional mechanisms by reminding recipients of healthcare institutions, compelling particular actions, encouraging repeat business, or prompting some related desirable in an effort to hasten exchange and bolster loyalty.DiscussionSales promotion offers myriad opportunities for healthcare providers to connect with audiences. While limited in their power to attract broad audiences when used in isolation, sales promotion avenues used in tandem with other marketing communications create helpful engagement synergies which amplify conveyance initiatives. This article presents an overview of sales promotion and notably shares deployment insights and experiences from Willis-Knighton Health System, permitting peer healthcare establishments to view associated pathways, reflect on their own sales promotion efforts, and potentially bolster initiatives with the perspectives supplied herein.ConclusionsSales promotion offers healthcare providers a complementary communications avenue, helping to reinforce other elements of the marketing communications mix, affording opportunities to develop better connections with patients. In formulating associated communication plans, health and medical establishments should be reminded of the benefits offered by sales promotion and especially strive to effect creative applications that build interest and attention. By doing so, opportunities to bolster patient volume and increase all-important market share abound.

Reflecting on \u201cMarketing communications in health and medicine: perspectives from Willis-Knighton Health System\u201d: understanding the big picture

BackgroundWillis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications.DiscussionAs an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives.ConclusionsHealth and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.

COMMUNICATION STRATEGY AS FACEBOOK SOCIAL NETWORK MARKETING E-COMMERCE MEDIA COMMUNITY SURABAYA (Descriptive Study-Qualitative Sports Equipment Products)


 
 
 In 2014 Indonesia has some young leaders who are well-known as a businessman in the field of e-commerce on the scope of South-East Asia. Therefore, this study aims to Determine the marketing communication strategy of e-commerce in using social networking sites namely Facebook, but anyway the government did not have any collection of data about e- commerce activities. Data source in this study is as much as three informants from community members who use Facebook doing e-commerce for selling sports equipment. The data analysis technique used is the depth interview. The Results Showed that E-commerce in Facebook classified to direct the marketing communications mix Showed Because this study informants that use only the medium of Facebook to promote Reviews their e-commerce activity. E- commerce activities are performed as informants Also inspired by other friends who has already doing e-commerce there. The success of the predecessor as well as has motivated them to Participate in implementing e-commerce activities.
 
 

Antecedents of Generation Y consumers’ usage frequency of online consumer reviews

Purpose The purpose of this paper is to examine the influence of perceived information and entertainment value, perceived credibility and perceived value on Generation Y consumers’ usage frequency of online consumer reviews. Design/methodology/approach The paper proposes and tests, with structural equation modelling analysis of moment structures, a research model using data from a large sample of Generation Y consumers. Findings The results confirm that Generation Y consumers perceive online reviews to be informative, entertaining, credible and valuable, and that they frequently consult such reviews. More specifically, the empirical analysis confirms that perceived information value, perceived entertainment value and perceived credibility significantly influenced the perceived value that Generation Y attach to online consumer reviews, which, in turn, was a significant predictor of their usage frequency of such reviews. Practical implications The results highlight the strategic importance of integrating online consumer reviews into the marketing communication mix when targeting Generation Y, together with the necessity of having filtering mechanisms to ensure that only authentic reviews are published and the need to implement tactics to ensure that such reviews are informative and entertaining and, consequently, of value. Originality/value This study contributes to marketers’ comprehension of strategically using online consumer reviews when targeting the Generation Y segment.

Marketing Communications Mix Strategy to Improve Room Sales at The Ritz Carlton Jakarta Mega Kuningan

To be able to survive in a continuously growing competitive environment, the right business strategy is needed. Aim of this research is to formulate a set of marketing communication mix strategies to increase room sales and hotel profits for The Ritz-Carlton Jakarta, Mega Kuningan. The methods used in this research are SWOT analysis and IFE-EFE matrix. The findings suggested that the Hotel must hold and maintain strategy whereas it can be elaborated into four aspects 1) horizontal integration strategy by seeking ownership or increased control over competitors; 2) market penetration strategy; by seeking increased market share for present products or services in present markets through greater marketing efforts; 3) market development strategy by introducing present products or services into the new geographic area, and 4) product development strategy; by seeking increased sales through improving present products or services or developing new ones.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

Analysis of Tourism Marketing Communication Activities of Srambang Park Ngawi in Inc reasing Public Awareness

The increasing number of tourist visit is the effect of the increasing ofpublic awareness about the existence of a tourist destination. The increase of awareness is one of the results of marketing communication activities conducted in tourism destination. This study discusses varieties of marketing communication activities conducted in Srambang Park. The aim of this study was to identify tourism marketing communication activities conducted by Srambang Parkof Ngawi City in increasing public awareness. Method used in this research was qualitative descriptive by conducting in-depth interview to five related informants to explain about marketing communication activities, observation and documentation conducted by Srambang Park Ngawi. Marketing communication activities in this study were analyzed using theory of marketing communication by Morissan. According to the results, it can be concluded that Srambang Park Ngawi utilized several marketing communication mix to increase public awareness, among others are advertising in radio, printed media, and social media; marketing promotion through coupons and discounts; public relation and publication through events, and public relations from related agencies; personal sales through presentations from related agencies; direct selling through catalogues from related agencies; and interactive marketing through websites of related agencies.

Introducing Investment Promotion: A Marketing Approach to Attracting Foreign Direct Investment

This paper introduces the concept of investment promotion, a form of marketing used by national governments to attract foreign investments into their country. While it is not a new concept, it barely makes it to academic literature. The paper brings investment promotion to the forefront for the purpose of creating a research interest in this topic and also contributes to the development of literature. It attempts to integrate investment promotion activities into already established marketing models and frameworks and set a marketing research agenda on the topic. Since attracting foreign investment is a policy and country situation issue, this paper will support and serve as a reference for governments as they design foreign investment policies and improve the attractiveness of their country as an investment destination using marketing tools. The paper first discusses the influence of marketing on investment promotion and how investors should be viewed as consumers who have needs to be satisfied. Various frameworks and concepts like the consumer decision-making process, market segmentation and marketing communications mix are discussed to show how they can be applied in investment promotion. The application of marketing concepts and theories has been beneficial in the business world, and this paper argues that there are potential benefits for countries who decide to apply the same concept and theories to attract investors.