Promotion Mix Research Articles

Analisis Promotion Mix Terhadap Pemasaran Layanan Kontruksi pada PT Khafi Multi Perkasa

This study aims to determine the results of the analysis of the promotion mix on the marketing of goods and services as well as the forms of construction services that exist at PT. Khafi Multi Mighty. The type of method in this research is a qualitative type with a descriptive approach that is directed to be explained in greater detail about the actual situation that occurs in the field. This study also conducted direct interviews addressed to the Director of the company PT. Khafi Multi Mighty. This study shows the results that the promotion mix has not been implemented by employees so that it does not have a significant effect on service marketing, this is evidenced by their marketing method which only uses three components contained in the promotion mix. So that the services offered have not yet reached the desired point of satisfaction because the marketing system that is being implemented is not perfect.

Kualitas Pelayanan dan Bauran Promosi Mempengaruhi Keputusan Pembelian Konsumen di Ak Phone Jambi Kota Jambi

The aim of this research is to determine the influence of the promotion mix and service quality on purchasing decisions at AK Phone Jambi City. The data collection methods used were interviews, observation, and questionnaires in the form of questionnaires. The sample in this study consisted of 99 respondents. The analytical tool used in this research is multiple regression analysis. The results of this research reveal that simultaneously and partially there is a significant and positive influence between the promotional mix variables and service quality on purchasing decisions at the Ak Phone Shop, Jambi City.

Managing Pharmaceutical Promotion Mix in the Rise of Social Media

ABSTRACTA manufacturer of a branded prescription drug typically uses traditional promotional tools to communicate with consumers (i.e., direct‐to‐consumer advertising) and physicians (i.e., detailing, sampling, and journal advertising). These promotions seek to enhance brand drug visibility and, eventually, increase brand sales. As medical communication norms generally dictate how healthcare information is communicated, the emergence of social media challenges such norms and potentially inflates (or deflates) the efficacy of pharmaceutical marketing communication. In such situations, a crucial research question revolves around how marketers will adjust their promotional strategies. In this study, the authors analyze the longitudinal data of 41 brand drugs from 7 therapeutic classes between 2007 and 2014. Through the lens of signaling theory, they empirically show that the volume and valence of social media posts can enhance or hinder the sales impacts of different promotional activities. Specifically, the volume and valence of social media posts have the potential to amplify the sales impact of detailing and direct‐to‐consumer advertising, while diminishing the effects of sampling and journal advertising. The volume and valence of brand drug mentions as well as consumer passion toward the brand drug display similar effects on the efficacy of pharmaceutical promotions. The findings shed new light on conventional pharmaceutical promotion practices in the presence of social media and provide novel implications for promotion mix management.

How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry

Purpose Pharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and consumers. These promotion mix elements help raise brand awareness, increase prescription likelihood and guard a product market against competing brand drugs. However, the extent to which these elements remain effective when a brand drug goes off patent and its marketing exclusivity expires, allowing low-price generics to enter the market, remains unclear. This study aims to explore the effectiveness of promotion mix elements before and after the market entry of a generic drug. Design/methodology/approach The authors collected and analyzed a panel data set of 41 brand drugs from 7 therapeutic classes between 2007 and 2014 (3,201 observations) using the two-stage control function approach to address potential endogeneity. Findings The effectiveness of promotion mix elements changes significantly, but not in a universally uniform way, during a market transition. Detailing and DTCA are increasingly effective after a brand drug’s generics enter the market. In contrast, sampling is more effective before the market transition. The positive effects of sampling on brand sales are stronger when the price of a brand drug is higher than the average price of its competing brands. Sampling also helps amplify the positive influences of detailing and DTCA on brand sales. Research limitations/implications This study shows that pharmaceutical promotion is not equally effective in the brand drug market with/without generic competitors. Detailing and DTCA are increasingly effective when generic competition intensifies. In contrast, the distribution of free drug samples is less effective after more generic drugs enter the market. Practical implications Incumbent brands’ promotion expenditures often drop dramatically when the expiration of their patents is near, a practice that likely continues after generics enter the market. Taking into consideration these industry norms and their findings, the authors suggest that promotional decisions during a market transition should not overly focus on cutting promotional expenditures across the board. Since a firm’s promotional expenditure tends to be expensive, factoring in information on the effectiveness of each promotion mix element helps marketers make well-informed strategic decisions on resource allocation during the transition from a market without generics to a market with generics. Originality/value Previous studies do not explicitly account for structural changes in the brand drug market over time. However, the expiration of patent and marketing exclusivity marks a transitional period in which a brand drug eventually competes with its generic counterparts. Given the criticality of such structural change, the authors examine brand drugs’ promotion effectiveness in the presence of their generic counterparts.

THE ROLE OF PROMOTIONAL INNOVATION IN ACHIEVING THE COMPANY’S COMPETITIVE ADVANTAGE – CASE STUDY OF “BRANDT” COMPANY

Purpose: The study aimed to highlight the role of promotional innovation and its relation to competitive advantage by identifying the contribution of the elements of an innovative promotional mix in achieving competitive advantage. Methodology: A questionnaire was used to collect data from the study sample, with 34 responses recovered and analyzed using the “SPSS” statistical software. Various statistical methods were employed to test the hypotheses and draw conclusions. Results: The study concluded that promotional innovation plays a significant role in enhancing the competitiveness of the company in question. Among the elements of the promotional mix, innovation in personal sales contributed the most to achieving competitive advantage, followed by innovation in public relations, innovative advertising, and, to a lesser extent, sales promotion. Practical Implications: The findings suggest that businesses aiming to enhance their competitive position should focus on fostering innovation in personal sales and public relations. Attention to these areas can yield a stronger competitive advantage. Originality/Value: This study contributes to the understanding of how different elements of promotional innovation affect competitive advantage, providing a nuanced view of the impact of personal sales, public relations, and other promotional activities in the business context.

The Role Of Promotion Mix On Visiting Decisions On Galesong Beach Tourism Takalar Regency, South Sulawesi, Indonesia

The role of the promotion mix is crucial to the survival of a company or organization. Through a mixture of promotions, companies can inform and influence consumer or customer decisions just as they do with a beach tour. As for this study, it aims to measure the role of the mix of promotions carried out by coastal tourism galeong on the decision of visiting tourists. This research uses descriptive qualitative methods. Data is collected through interviews and observations. The results of the research showed that the coastal tourism management made adjustments to the role of the promotion mix. This adjustment is made by leveraging digital media and establishing good relationships with people, governments and end-users.

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.

IMPLEMENTASI STRATEGI DIGITAL MARKETING GUNA MENARIK MINAT NASABAH PEMULA PADA PT PEGADAIAN (PERSERO) CABANG JIMBARAN

With the rapid development of the times in this digital era, it certainly helps entrepreneurs to market their product widely. This study aims to determine the implementation of what digital marketing strategies are implemented and what digital marketing strategies are used to attract new customer at PT Pegadaian (Persero) Jimbaran Branch. This research uses qualitative methods and descriptive research types. Data collection techniques using observation, interviews and documentation. Data collection techniques using observation, interviews and documentation. Based on the results of research and analysis, it can be concluded that first, the implementation of digital marketing strategies at PT Pegadaian (Persero) Jombaran uses a promotion mix, namely a combination of marketing between conventional digital marketing and digital implementation, namely implementing 5D (Digital Devices, Digital Platfroms, Digital Media, Digital Data, and Digital Technology). Second, the digital marketing strategy to attract new customers used by PT Pegadaian (Persero) Jimbaran branch is Pegadaian Digital Service. As for the output of the results of this study, namely a tiktok account containing content, a flowchart to make it easier to create content, and a barcode that is used as a means of employee evaluation material, the barcode contains suggestions or comments from customers.

A Comparison of the impact of advertising on Customer Buying Behavior Through Different Media

Advertising is the main channel of communication between the producer and the consumer.One of the four pillars of the marketing mix, advertising is a component of the promotion mix (product,price, location, and promotion). Advertising is a marketing strategy used to pique customers' interest ina product so they can decide whether or not to purchase it. Marketers use mass marketing strategiesincluding public relations, brand promotion, and advertising. The aim of this study is to compare theimpact of advertising on customer buying action through different media.

Effect of promotional mix of Coca-Cola Company on consumer Buying Behavior

Effect of promotional mix of Coca-Cola Company on consumer Buying Behavior

Corporate Mistakes In Product Promotional Strategy

The Global Village concept made the world population easily accessible to corporates. A company has to be very careful in designing its sales promotion techniques. It has to consider the variations in the cultures, sentiments and wants. Different options and values of other markets are focused on promoting the products and services. The sales promotion mix components must be proportionally used for optimal results. A company has to decide which product promotional strategy is ideal for its product: push, pull, or a combination of both. This article elaborated on the wrong promotional strategy adopted by many corporates to market their products. Ultimately, the products failed in the market due to the consumers' rejection, leading to enormous losses for the companies. Some products of reputed companies fail due to the wrong product promotion strategy. Analysing these failed models will enrich the corporate's knowledge of applying marketing strategies. The sales promotion strategy should match the product's quality and express the product's natural features, as discussed in this article; different sales promotion strategies and styles are available before the manufacturers. They choose the right strategy and promotion method to match the product and market. If the product and promotion strategy are perfectly matched, then the company can take the synergic value of profits

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

Consumer behavior, product innovation, and promotion mix: Basis for improved marketing strategies framework for oat industry

Consumer behavior, product innovation, and promotion mix: Basis for improved marketing strategies framework for oat industry

Marketing strategy to increase sales volume using the AHP method in business XY Tebing Tinggi City

Business xy is one of the culinary industries typical of the city of Tebing Tinggi which operates in the bakery sector which is located in Rambutan District, Tebing Tinggi City, North Sumatra. Xy's business experienced a decline in sales due to increasingly fierce competition selling similar products and a decline in sales due to failure to implement appropriate marketing strategies. By considering these problems, to increase product sales volume, it is necessary to create a marketing mix strategy that uses the Analytical Hierarchy Process (AHP) method. This method will evaluate how consumers view the marketing mix features of peanut bread products. Apart from that, several alternative strategies will be given as references to be implemented in company xy, Tebing Tinggi City. The result of determining the marketing mix priority weights that must be applied to market products is that the strategy to increase market share (41%) focuses on the promotional mix. Alternative strategies that can be implemented include maintaining product quality as the main priority in the product mix (42%), setting prices with quality as the main priority in the product mix (31%), strategic sales locations (44%) as the main priority in the place mix, and increasing market share (44%) as the main priority of the venue mix, and increasing promotional activities on social media (35%) of the promotional mix

PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN MEMBELI DI COUNTER HANDPHONE PLAZA AMBARUKMO

This research aims to find out whether there is an influence of the Promotion Mix on the Purchase Decision at the Plaza Ambarukmo Yogyakarta Mobile Counter and to find out which Promotion Mix factors have the greatest influence on the Purchase Decision at the Plaza Ambarukmo Yogyakarta Mobile Counter. The results of the simultaneous hypothesis test stated that Ho was rejected, meaning that the variables Personal Selling, Advertising, Sales Promotion and Direct Marketing together had an effect on decision to buy at the Mobile Counter Plaza Ambarukmo Yogyakarta because the F-count (3,201) is greater than the F-table (2,467). The results of the dominant analysis show that the Advertising variable has the most dominant influence on the purchasing decision variable at the Mobile Counter Plaza Ambarukmo Yogyakarta because the results of the analysis of this variable have the largest t-value (2.488). Based on the results of the analysis of the coefficient of determination, it states that the magnitude of influence exerted by the variables Personal Selling, Advertising (Advertising) Sales Promotion Direct Marketing on purchasing decisions in Plaza Ambarukmo Yogyakarta Mobile Counter was 11.9%.

Marketing Communication Strategy in Peer-to-Peer Lending for Indodana Online Loan Services to Appeal to Millennial Customers

The impact of the internet on financial technology, or fintech, is evident in the marketing of various goods, particularly online loans through peer-to-peer lending platforms. Indodana, by leveraging advancements in information technology, has actively developed a marketing communication strategy to appeal to the millennial generation. This research employs qualitative methods to evaluate the marketing communication strategy applied to Indodana's online loan products, focusing on how the company develops and implements this strategy to attract millennial customers. Information was collected through interviews, observations, literature reviews, and online searches involving informants, including members of the marketing team, online loan clients, and potential customers. Utilizing a seven-stage marketing communication approach, encompassing goal setting, objective establishment, message content creation, media selection, development of the promotional mix, budgeting, and evaluation, the study found that Indodana's marketing communication strategy is highly advantageous. The use of innovative information technology and online media channels effectively attracts customers and potential clients with clear and appealing content. Furthermore, addressing the uneven access to information technology is crucial to ensuring the continued accessibility of offline services.

Analysis of the Promotion Mix Strategy on the Number of Martabe Savings Customers at PT Bank Sumut, Tembung Branch Office

The subject of this research is "Analysis of Promotion Mix Strategies on the Number of Martabe Savings Customers PT Bank SUMUT Tembung Branch Office." To formulate the problem, this study seeks to determine the following: (a) the relative importance of advertising variables in determining the number of Mart-Abe Savings customers; (b) the relative attractiveness of personal sales in increasing Mart-Abe Savings customers; (c) the relative importance of the Promotion Mix Strategy in influencing the number of Mart-Abe Savings customers; and (d) the role of the Strategy's Promotion Mix in increasing Mart-Abe Savings customers. The goals of this research were to ascertain the relative importance of advertising variables in influencing Martabe Savings customer numbers, to ascertain the relative attractiveness of personal sales in boosting customer numbers, to ascertain the impact of the Promotion Mix Strategy on customer numbers, and to ascertain the function of the Promotion Mix Strategy in boosting customer numbers. We use SPSS 20 for data processing. Both primary and secondary data are used as sources of information. To preserve Martabe, surveys are sent to consumers as a means of data collection. According to the study's findings, a promotional mix strategy can only succeed by including the following elements: advertising, sales promotion, personal sales, publicity, and direct marketing. With these components, the strategy is likely to attract customers.

The effect of promotional mix on repurchase intention of lubricant customer trough attitude

The effect of promotional mix on repurchase intention of lubricant customer trough attitude

Strategi Promosi Objek Wisata Pantai Matakus Oleh Dinas Pariwisata Kabupaten Kepulauan Tanimbar Kecamatan Tanimbar Selatan

Abstract: This research is a qualitative descriptive research that aims to find out how the promotion strategy of the Tanimbar Islands Regency Tourism Office in promoting Matakus Beach. This research was carried out at the Tourism Office of Tanimbar Islands and Matakus Beach with data collection techniques in the form of observation, interviews, and also some documentation, as well as data analysis techniques using qualitative technique models according to Miles and Huberman consisting of data reduction, data presentation and conclusions. The results showed that the promotion strategy carried out by the Tanimbar Islands Regency Tourism Office in promoting matakus beach attractions was in accordance with the promotion mix theory. Where they use methods of Advertising, Sales Promotion, Direct Marketing, and Public Relations in promoting matakus beach. However, there are several methods that have not been used by the tourism office, namely personal sales and also the obstacles faced, namely costs and human resources that are still lacking in the tourism office so that the methods used have not run effectively. But in the future the tourism office will update it all so that the promotion of matakus beach attractions can run well.

Implementation of an Expanded Promotion Mix in Increasing New Student Acceptance of SMK Wira Harapan, Badung, Bali

The objective of this study is to ascertain the impact of Digital Marketing, Word of Mouth Communication, and door-to-door advertising on the decision-making process of students while selecting Wira Harapan Badung Bali Vocational School. The research design used is quantitative causality. The sample that will be used in this research is 143.7 or 150 respondents. Data analysis in this study used multiple linear regression. The research findings indicate that internet marketing, word of mouth, and door-to-door advertising have a substantial and favorable impact on students' decision-making process on their choosing. Digital marketing, WOM and door to door promotions simultaneously influence voting decisions. It is recommended to pay attention to the content shared in digital marketing, increase WOM by interacting more with consumers and consider door to door promotions which can increase the decision to choose Wira Harapan Vocational School.