Analysing the Influence of Public Relations in the Integrated Marketing Communication Process

Governments of any country, province or state propagate information about their various development programmes and activities of the government through a variety of media. The effectiveness of communication is critical as it determines the success of such government programmes. This also plays a vital role in building a strong and lasting government-citizen relationship. Integrated Marketing Communication (IMC) involves an optimum utilisation of activities such as advertising, public relations, sponsorship of events and exhibitions in a synergistic manner to build a durable customer relationship. In India, both central and state governments operate programmes for the development of urban and rural areas. This research aims at investigating the nature and extent to which IMC is utilised for (i) promoting rural development programmes in the northern state of UP; and (ii) fostering government-citizen relationship. The perception of customers (citizens) was captured through a survey and the government view was captured through interaction with officials. Research reveals that the government employs multiple media for informing and communicating about the self-employment generation schemes to the rural population. There are complementarities in the messages that are propagated but they lack in consistency. Integration of customers in the communication process and strategies may remove such inconsistencies, which is the suggestion the research has come out with.

Download Full-text

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

JURNAL TATA KELOLA SENI ◽

10.24821/jtks.v6i1.4111 ◽

2020 ◽

Vol 6 (1) ◽

pp. 1-17

Author(s):

Cut Nailil Muna

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Evaluation Research ◽

Personal Selling ◽

Sales Promotion ◽

Primary Data ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

Download Full-text

STRATEGI PROMOSI FESTIVAL DESA WISATA PADANG KANDIS OLEH DINAS PARIWISATA KABUPATEN BELITUNG

J-IKA ◽

10.31294/kom.v8i1.9430 ◽

2021 ◽

Vol 8 (1) ◽

pp. 11-18

Author(s):

Helen Olivia ◽

Widarti Widarti

Keyword(s):

Public Relations ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication

Abstrak - Penelitian ini membahas tentang bagaimana strategi promosi yang dilakukan oleh Dinas Pariwisata Kabupaten Belitung dalam event festival desa wisata. Tujuan dari penelitian ini adalah untuk mendeskripsikan pelaksanaan strategi promosi festival desa wisata. Teori yang digunakan adalah Integrated Marketing Communication (IMC). Paradigma yang digunakan adalah konstruktivisme dengan pendekatan penelitian kualitatif. Metode yang digunakan adalah studi kasus. Subjek penelitian dalam penelitian ini terdiri dari informan kunci dan informan. Teknik pengumpulan data menggunakan wawancara dan observasi. Hasil penelitian ini menunjukkan bahwa bentuk strategi promosi yang digunakan adalah pemasaran dari mulut ke mulut dan public relations yang mana disesuaikan dengan situasi perdesaan dan karakteristik budaya setempat.Kata Kunci: Strategi Promosi, Pariwisata, Komunikasi Pemasaran

Download Full-text

AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

MASSIVE: Jurnal Ilmu Komunikasi ◽

10.35842/massive.v1i1.10 ◽

2021 ◽

Vol 1 (1) ◽

pp. 17

Author(s):

Wulan Muhariani

Keyword(s):

Public Relations ◽

Media Coverage ◽

Direct Marketing ◽

Secondary Data ◽

Sales Promotion ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

Download Full-text

DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”

Profetik Jurnal Komunikasi ◽

10.14421/pjk.v14i1.2017 ◽

2021 ◽

Vol 14 (1) ◽

pp. 60

Author(s):

Baharudin Noveriyanto

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Public Relation ◽

Major Influence ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Financial Technology

Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC) Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.

Download Full-text

MODEL KOMUNIKASI PEMASARAN PENGRAJIN ROTAN DI KECAMATAN RUMBAI PESISIR KOTA PEKANBARU

MEDIUM ◽

10.25299/medium.2017.vol6(1).1084 ◽

2017 ◽

Vol 6 (1) ◽

pp. 11-20

Author(s):

Gunawan Saleh ◽

Rizky Rahayu

Keyword(s):

Public Relations ◽

Personal Selling ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication

Penelitian ini bertujuan untuk mengetahui model komunikasi pemasaran pengrajin rotan di kecamatan rumbai pesisir dalam upaya meningkatkan eksistensi usahanya. Informan dalam penelitian ini adalah pengrajin rotan di Kecamatan Rumbai Pesisir dan untuk menentukan informan, penulis menggunakan teknik sampling purposif. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah menelaah sumber data, reduksi data, menarik kesimpulan atau verifikasi. Hasil penelitian di dapat bahwa model komunikasi pemasaran pengrajin rotan di Kecamatan Rumbai Pesisir dalam upaya mempertahankan eksistensi usahanya yaitu dengan melakukan ke enam point Integrated Marketing Communication atau IMC yang pertama periklanan seperti di televisi, surat kabar dan media sosial. Kedua yaitu dengan melakukan promosi penjualan dengan memberikan potongan harga. Point ketiga pengrajin rotan juga melakukan kegiatan Public Relations dengan kegiatan sosial. Yang ke empat melakukan respon langsung dengan membagikan brosur kepada masyarakat. Ke lima melakukan publisitas di media cetak maupun media online. Dan yang terakhir dengan melakukan personal selling yang dilakukan di kios masing-masing. Dengan melakukan ke enam point tersebut membuat pengrajin rotan dapat meningkatkan eksistensi usahanya dari dulu hingg sekarang.

Download Full-text

Modeling Integrated Marketing Communications for SME Environments

Service Marketing Strategies for Small and Medium Enterprises - Advances in Business Strategy and Competitive Advantage ◽

10.4018/978-1-5225-7891-8.ch004 ◽

2019 ◽

pp. 69-98

Keyword(s):

Empirical Study ◽

Service Marketing ◽

Communication Process ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Communication Tools ◽

First Time

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

Download Full-text

Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch).

International Journal of Scientific Research in Science and Technology ◽

10.32628/ijsrst1207426 ◽

2020 ◽

pp. 96-103

Author(s):

Yudi Hamdani ◽

Edy Prihantoro

Keyword(s):

Public Relations ◽

Brand Equity ◽

Sampling Method ◽

Sales Promotion ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Sales Promotions ◽

Probability Sampling

The effective and efficient application of Integrated Marketing Communication can play an important role in efforts to increase sales. The study was conducted to determine the effect of Integrated Marketing Communication variables such as Advertising, Sales Promotion, Events or Events and Public Relations on Brand Equity of Toyota Calya cars at PT. Hasjrat Abadi Gorontalo Branch. This research used the non-probability sampling method of incendental sampling by distributing questionnaires to 110 respondents using direct forms and Google Drive. Respondents namely consumers of PT. Hasjrat Abadi Gorontalo Branch who bought LCGC cars. The results of this study indicate that sales promotions, events and public relations conducted by companies have a positive and significant effect on brand equity.

Download Full-text

ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

European Journal of Business and Economics ◽

10.12955/ejbe.v10i2.688 ◽

2015 ◽

Vol 10 (2) ◽

Author(s):

Sanja Bijakšić ◽

Brano Markić ◽

Arnela Bevanda

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

The Internet ◽

Marketing Communication ◽

Young Population ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Chi Square

Integrated Marketing Communication is both the system and the process of development and implementation of multiple forms of communication with the market. Its long-term goal is to strengthen relations with the current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have influence on the behaviour of customers in order to shape and change their views and opinions. The marketing communication mix consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study analyzes the attitudes and opinions of young population regarding the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.

Download Full-text

Upaya Komunikasi Pemasaran Terpadu Televisi Lokal Melalui Budaya Lokal

Jurnal Kajian Komunikasi ◽

10.24198/jkk.v6i2.15821 ◽

2018 ◽

Vol 6 (2) ◽

pp. 160

Author(s):

Umaimah Mulyono Wahid ◽

Menati Fajar Rizki

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Brand Awareness ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Brand Recall

Televisi lokal memerlukan upaya khusus untuk memperkenalkan brandnya. Brand televisi lokal, I Channel Bandung, menggunakan kekayaan budaya lokal untuk meningkatkan kesadaran penonton. Tujuan penelitian ini adalah untuk mengetahui proses peningkatan brand awareness televisi I Channel Bandung melalui acara budaya lokal “Sampurasun Cepot” dengan menggunakan teori komunikasi pemasaran Integrated Marketing Communication (IMC). Penelitian ini juga melihat tingkat brand awareness I Channel Bandung yang dicapai setelah menggunakan program acara “Sampurasun Cepot”. Teori yang digunakan penelitian ini, Integrated marketing communication Tuckwell serta teori tingkatan brand awareness dari Aaker. Penelitian berfokus pada implementasi enam elemen penting IMC yang dilakukan untuk meningkatkan brand I Channel Bandung yaitu melalui advertising, sales promotion, direct marketing, public relations, personal selling, dan event and sponsorship. Penelitian menggunakan metode studi kasus dengan pendekatan kualitatif intrinsik dan paradigma konstruktivis. Hasil penelitian ini menunjukkan bahwa komunikasi pemasaran terpadu dapat dikaitkan dengan penggunaan satu program acara budaya untuk meningkatkan brand awareness perusahaan. Penggunaan program acara wayang golek “Sampurasun Cepot” berhasil menarik penonton menjadi lebih sadar akan kehadiran televisi lokal ini. Brand awareness I Channel Bandung berhasil meningkat dan mencapai level brand recall di benak penonton. Namun faktanya, televisi lokal I Channel Bandung membutuhkan upaya marketing yang serius dan meningkat pemanfaatan media sosial sebagai alat promosi dan menambah kualitas dan jumlah sumber daya manusia.

Download Full-text