Matakuliah
Tahun
Versi
: J0114 – Manajemen Pemasaran
: 2005
:1
Pertemuan 20
Strategi Komunikasi Pemasaran
1
Learning Outcomes
Mahasiswa dapat menerangkan
bagaimana merancang strategi
komunikasi yang efektif dan bertanggung
jawab
2
Outline Materi
 Pokok Bahasan :
Strategi Komunikasi Pemasaran
Materi
 Developing Effective Communication
 Menentukan Anggaran Bauran
Promosi Total
 Komunikasi Pemasaran yang
Bertanggungjawab
3
Menentukan Anggaran dan
Bauran Promosi Total
A. Menentukan Anggaran Promosi Total
Empat metode yang dipakai untuk
menetapkan anggaran total untuk
promosi ;
1. Metode sesuai kemampuan
2. Metode persentase penjualan
3. Metode menyamai-pesan
4. Metode sasaran dan tugas
4
B. Menentukan Bauran Promosi
Faktor yang mempengaruhi
pemasaran
dalam memilih alat
promosi :
a. Sifat dari setiap alat promosi  setiap
alat promosi (periklanan, penjulan
personal, promosi penjualan,
hubungan
masyarakat dan
pemasaran langsung), memiliki
sifat dan karakteristik yang
berbeda
5
b. Strategi Bauran Pemasaran
- Strategi dorong  strategi
promosi yang menuntut
pemanfaatan tenaga penjualan
dan
promosi dagang
untuk
mendorong
produk melalui saluran
- Strategi tarik  strategi promosi
yang menuntut pengeluaran yang
besar untuk iklan dan promosi
penjualan guna menciptakan
permintaan konsumen.
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Typers of Communication
One to One
• Conversation (implies two-way communication)
• Message passing (limited to one-way) - see pheromones
below for example
One to Many
• Lecture to live audience or recorded for later playing
using various media or sent via computer or TV to
remote audience.
• "Marking" a territory; for example, by scent, police tape,
etc.
• Journalism, including use of newspaper, magazine, or
other mass medium
• Public relations, including spin doctoring
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Many to Many
• Conferences, academic, political, religious,
etc.
• Party or other social gathering
Now to Future
• Diary
• Blog
• Time capsule
8
Propaganda
• Propaganda is a specific type of message
presentation aimed at serving an agenda.
At its root, the denotation of propaganda is
'to propagate (actively spread) a
philosophy or point of view'. The most
common use of the term (historically) is in
political contexts; in particular to refer to
certain efforts sponsored by governments
or political groups.
9
Public Affairs
• Public affairs is a catch-all term that
includes public policy as well as public
administration, both of which are closely
related to and draw upon the fields of
political science as well as economics.
• Public policy discussions are generally
and consciously partisan, and we assume
that participants in public policy discussion
have a specific point of view which they
seek to advance in the discussion.
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