MERANCANG DAN MENGELOLA KOMUNIKASI PEMASARAN TERINTEGRASI

Presentasi berjudul: "MERANCANG DAN MENGELOLA KOMUNIKASI PEMASARAN TERINTEGRASI"— Transcript presentasi:

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2 MERANCANG DAN MENGELOLA KOMUNIKASI PEMASARAN TERINTEGRASI
sarana dimana perusahaan berusaha menginformasikan, membujuk, mengingatkan dan menguatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual Fungsi Komunikasi Pemasaran bagi Konsumen Memperlihatkan bagaimana dan mengapa produk digunakan, oleh siapa digunakan, serta dimana dan kapan digunakan. Dapat mempelajari tentang siapa yang membuat produk dan apa tujuan perusahaan dan merek Mendapatkan insentif atau penghargaan atas usaha percobaan atau penggunaan produk Menghubungkan merek mereka dengan orang, tempat, merek, pengalaman, perasaan dan hal lainnya.

3 MODEL PROSES KOMUNIKASI
Sender Encoding Message (Media) Decoding Receiver Noise Feed Back Respon

4 Promotion Mix Advertising Sales Promotion Event & Experience Public Relation Direct Marketing Interaktif Marketing Word Of Mouth Personal Selling

5 Direct & InteractiveMarketing
Promotion Mix Advertising Personal Selling Sales Promotion Direct & InteractiveMarketing WOM Event & Experience Public Relation Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales presentations Sales meetings Incentive Programs Samples Fairs and trade shows Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail Voice mail Blogs Websites Person-to-person Chat Rooms Sports Festivals Art Causes Factory tours Company museums Street activities Press kits Speeches Seminars Annual reports Charitable Donations Publications Community relations Lobbying Identity media Company magazine

6 Steps in Developing Effective Marketing Communication ( 8 M )
2. Mission 3. Message 4. Media

7 Steps in Developing Effective Marketing Communication
5. Money 6. Mix 7. Measurement 8. Manage

8 1. Identifying the Target market
What will be said How it will be said When it will be said Where it will be said Who will say it

9 Model Hierarki Pengaruh
Model AIDA Model Hierarki Pengaruh Model Inovasi Adopsi Model Komunikasi Tahap Kognitif Atensi/Perhatian Kesadaran Pengetahuan Paparan Penerimaan Respons Kognitif Tahap Afektif Minat Keinginan Rasa Suka Preferensi Keyakinan Evaluasi Sikap Maksud Tahap Perilaku Tindakan Pembelian Percobaan Adopsi Perilaku

10 3. Merancang Pesan harus memperhatikan 3 hal : 1
3. Merancang Pesan harus memperhatikan 3 hal : 1. Strategi Pesan apa yang akan dikatakan (tema, daya tarik atau ide yang terkait) 2. Strategi Kreatif cara pemasar menerjemahkan pesan mereka ke komunikasi tertentu. * Daya Tarik Informasional mengelaborasi atribut atau manfaat produk atau jasa Struktur Pesan : pesan 1 sisi pesan 2 sisi * Daya Tarik Transformasional mengelaborasikan manfaat atau citra yang tidak berhubungan dengan produk Isi Pesan : positif (humor, cinta, bangga, gembira) Emosional negatif (takut, bersalah, malu, dll) Rasional Moral

11 Creating the Advertising Message
Execution Styles Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Testimonial or endorsement

12 3. Sumber Pesan terdapat 3 faktor yang memengaruhi kredibilitas pesan : - keahlian - terpercaya - kesukaan orang terhadapnya Memilih Media Komunikasi Saluran Komunikasi Personal/Pribadi - Saluran Sosial : teman, tetangga, anggota keluarga,dll - Saluran penasihat/penyokong : wiraniaga - Saluran ahli : orang-orang ahli independen Saluran Komunikasi Nonpribadi - Media : media cetak (surat kabar dan majalah) media siaran (radio dan televisi) media jaringan (telepon, kabel, satelit dan nirkabel) media elektronik (kaset audio, kaset video, piringan video, CD ROM, Web page) media tampilan (papan iklan, tanda, poster)

13 Celebrity Characteristics
Expertise Trustworthiness Likeability

14 - Promosi Penjualan Promosi Konsumen : sampel, kupon, dan premi Promosi Dagang : iklan dan insentif pajangan Promosi Bisnis dan Promosi Wiraniaga : kontes untuk wiraniaga - Acara dan Pengalaman olah raga, seni, hiburan dan acara amal - Hubungan Masyarakat Menetapkan Total Anggaran Komunikasi Pemasaran Terdapat 4 metode : 1. Affordable Method anggaran promosi pada tingkat yang dapat dijangkau perusahaan 2. Persentage of Sales Method 3. Competitif Parity Method 4. Objective and Task Method

15 6. Memutuskan Bauran Komunikasi Pemasaran
Iklan - menjangkau pembeli yang tersebar secara geografis - membangun citra jangka panjang bagi produk Promosi Penjualan menarik respon pembeli yang lebih kuat dan lebih cepat seperti efek jangka panjang seperti menjelaskan penawaran produk dan mendorong penjualan yang menurun Hubungan Masyarakat dan Publisitas Daya tarik humas dan publisitas didasarkan pada 3 kualitas : - kredibilitas tinggi - kemampuan untuk mencapai pembeli - dramatisasi Acara dan Pengalaman keuntungannya : relevan, melibatkan konsumen secara aktif, implisit (penjualan lunak tidak langsung) Pemasaran Langsung dan Interaktif melalui telepon, online dan secara pribadi Pemasaran dari Mulut ke Mulut kredibel, pribadi dan tepat waktu Penjualan Personal - interaksi pribadi - pengembangan hubungan - respon dapat langsung dirasakan

16 PROMOTION MIX Advertising Print media: koran dan majalah
Broadcast media: radio dan tv Network media: telepon, cable, satelit dan wireless Electronic media: audiotape, videotape, videodisc, CD-Rom dan Web Page Display media: Billboards, signs dan posters

17 2. Sales Promotion Consumer promotion: sample, cupon dan premium Trade promotion: advertising dan display allowances Business and sales force: contest

18 Major Sales Promotion Tools
Samples Coupons Cash refunds Price packs Premiums Advertising specialties Patronage rewards Point-of-purchase displays Demonstrations Contests Sweepstakes Games

19 Major Sales Promotion Tools Consumer Promotion Tools
Samples offer a trial amount of a product Coupons are certificates that give buyers a saving when they purchase specified products Cash refunds are similar to coupons except that the price reduction occurs after the purchase Price packs offer consumers savings off the regular price of a product

20 Major Sales Promotion Tools Consumer Promotion Tools
Premiums are goods offered either for free or at low price Advertising specialties are useful articles imprinted with the advertiser’s name, logo, or message that are given as gifts to consumers Point-of-purchase promotions include displays and demonstrations that take place at the point of sales

21 Major Sales Promotion Tools Consumer Promotion Tools
Contests, sweepstakes, and games give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort Contests require an entry by a consumer Sweepstakes require consumers to submit their names for a drawing Games present consumers with something that may or may not help them win a prize Event Marketing

22 Major Sales Promotion Tools
Trade Promotion Tools Discount Allowance Free goods Specialty advertising

23 Major Sales Promotion Tools Business Promotion Tools
Conventions and trade shows are effective to reach many customers not reached with the regular sales force Sales contests are effective in motivating salespeople or dealers to increase performance over a given period

24 3. Event and Experience Sport Arts Entertainment Formal activities

25 Major Public Relations Tools
News Speeches Special events Written materials Audiovisual materials Corporate identity materials Public service activities Buzz marketing Social networking Mobile tour marketing Internet

26 5. Forms of Direct Marketing
Personal selling direct marketing Direct-mail direct marketing Catalog direct marketing Telephone marketing Direct-response television marketing Kiosk marketing Digital direct marketing Online marketing

27 6. Interactive marketing 7
6. Interactive marketing 7. WOM Oral, written or electronic communication 8. Personal Selling

28 Managing the Sales Force
Designing Sales Force Structure Territorial sales force structure Product sales force structure Customer sales force structure Complex sales force structure

29 Promotion Mix: Mass Communication Advertising, Sales Promotion, Event and Experience and Public Relation 2. Personal Communication Direct Marketing, Interactive Marketing, WOM and Personal Selling

30 7. measurement Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time Frequency is a measure of how many times the average person in the target market is exposed to the message Impact is the qualitative value of a message exposure through a given medium

31 8. Manage = Integrated Marketing Communication ( IMC )

32 Contoh Promosi :

33 Thank You ! See you …..