Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Membangun Merek Melalui IMC
Pertemuan 11
Outline
• Media Environment
• Pemilihan Media/Komunikasi Pemasaran
• Mengembangkan Program IMC
Marketing Communications
The means by which firms attempt to
inform, persuade, and remind
consumers, directly or indirectly, about
the products and brands they sell.
Communication Platforms
Advertising
• Print and broadcast ads
• Packaging inserts
• Motion pictures
• Brochures and booklets
• Posters
• Billboards
• POP displays
• Logos
• Videotapes
Sales Promotion
• Contests, games, sweepstakes
• Premiums
• Sampling
• Trade shows, exhibits
• Coupons
• Rebates
• Entertainment
• Continuity programs
Communication Platforms
Events/ Experiences
• Sports
• Entertainment
• Festivals
• Arts
• Causes
• Factory tours
• Company museums
• Street activities
Public Relations
• Press kits
• Speeches
• Seminars
• Annual reports
• Charitable donations
• Publications
• Community relations
• Lobbying
Communication Platforms
Personal Selling
• Sales presentations
• Sales meetings
• Incentive programs
• Samples
• Fairs and trade shows
Direct Marketing
• Catalogs
• Mailings
• Telemarketing
• Electronic shopping
• TV shopping
• Fax mail
• E-mail
• Voice mail
Elements in the Communications Process
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Sender
Message
Receiver
Response
Feedback
Noise
IMC Builds Brands
Elements in the Communications Process
Steps in Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC
The Five M’s of Advertising
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Mission
Money
Message
Media
Measurement
Advertising Objectives
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Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
Major Media Types
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Newspapers
Television
Direct mail
Radio
Magazines
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Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet
Marketing Communication Expenditures (2001)
Media
$
% of Total
TV
52.7
22
Radio
19.4
8
Internet
3.4
1
Magazines
12.3
5
Newspapers
49.4
21