1 / 16

Promosi / Komunikasi Pemasaran Pertemuan VIII

Promosi / Komunikasi Pemasaran Pertemuan VIII. Afia R. Fitriati, BSc., MBA. The Marketing Communications Mix. Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Sales Promotion.

raisie
Télécharger la présentation

Promosi / Komunikasi Pemasaran Pertemuan VIII

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Promosi/KomunikasiPemasaranPertemuan VIII Afia R. Fitriati, BSc., MBA

  2. The Marketing Communications Mix Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Sales Promotion Protect and/or Promote Company’s Image/products. Public Relations Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Direct Marketing Advertising Personal Selling

  3. Karakteristik Masing-Masing Elemen • Advertising: Mencapaiwilayahgeografisluas, biayarendah per paparan, meskipunbiayakeseluruhan yang tinggi; Konsumenmenganggapbarang yang diiklankansebagailebihdapatdipercaya; mencptakancitra (image) bagiperusahaan; membangunmerek; dapatmerangsangpenjualanjangkapendek; impersonal; komunikasisatuarah; Mahal • Sales Promotion: bisaditargetkanpadatradeatauend-customer; format: hadiah, kupon, kontes, dll; menawarkaninsentifuntukmembeli, meningkatkanpenjualan yang menurun; Merangsangresponcepat; jangkapendek; tidakefektifuntukmembangunbrand preference jangkapanjang • Public Relations: bentuk: artikel berita, fitur berita, kegiatan dan sponsorship, dll; relatifmurah; bergunauntukpencitraan • Personal Selling: interaksipribadimemungkinkanfeedback; relationship-oriented; perhatianlebihtinggidaricustomer; jenispromosi yang paling mahal • Direct Marketing: Telephone marketing, direct mail, online marketing; Cocok untuk pemasarandengan target yang spesifik

  4. Tahap-tahap dalam Mengkomunikasikan (Menjual) Produk • A - Attention (Awareness): Menarikperhatianpelanggan • I - Interest: Menarikminatpelanggan • D - Desire: Meyakinkanpelangganbahwamerekamembutuhkanproduktersebut • A - Action: Mendorongpelangganuntukmembeli KiniseringkalisatuhuruflagiditambahkanAIDA(S): • S - Satisfaction – memuaskanpelanggansehinggamenjadirepeat customer danmenjadisumberreferensi

  5. Promotion Mix & PLC • Pre-Introduction: Sedikit iklan, publisitas awal • Introduction: Iklan besar-besaran, PR untuk awareness, sales promotion agar terjadi trial • Growth:Advertising, public relations, branding dan brand marketing, personal selling ke kanal distribusi • Maturity:Advertising menurun, sales promotion, personal selling, reminder & persuasion • Decline: Advertising& PR menurun, sales promotion secara terbatas, personal selling ke kanal distribusi

  6. Elemen-elemen Dalam Proses Komunikasi Media RECEIVER Message Encoding Decoding Noise Feedback Response SENDER

  7. Masalah-Masalah dalam Penyampaian Pesan Selective Attention Selective Distortion Selective Retention

  8. "Half the money I spend on advertising is wasted; the trouble is I don’t know which half” (John Wanamaker – father of modern advertising)

  9. Elemen-elemendariSuatuPesan(Message) Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity

  10. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Rasional • Menonjolkan fitur serta manfaat suatu produk/jasa • Biasa ditemui pada produk/jasa yang membutuhkan high involvement untuk membeli

  11. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Emosional • Bandwagon (“Kami/semua orang juga pakai..”) • Endorsement vs Plain People • Less than Perfect vs Perfect (Menunjukkan kekurangan vs. Menampilkan Kesempurnaan) • Contoh: kosmetik • Snob vs. Adventure

  12. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan - Emosional • Humor vs. Rasa takut • Efektif jika digunakan secara tepat • Membuat pesan lebih mudah diingat

  13. Beberapa Daya Tarik (Appeal) yang Biasa Digunakan – Etika/Moral

  14. Product Life-Cycle Stage Push vs. Pull Strategy Buyer/ Readiness Stage Type of Product/ Market Faktor-faktor Dalam Penyusunan Strategi Promosi

  15. Interme- diaries End users Marketing activities Marketing activities Demand Marketing activities Interme- diaries End users Demand Demand Push Versus Pull Strategy Producer Push Strategy Producer Pull Strategy

  16. Promosi Masa Kini • Online Marketing • Mobile Marketing • Bauran “P” No. 5: Partisipasi

More Related