Direct marketing and sales promotion

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.

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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

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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.

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Strategi Bauran Promosi dalam Sosialisasi Lagu Anak: Studi Kasus Album Penyanyi Cilik Naura

JURNAL TATA KELOLA SENI ◽

10.24821/jtks.v2i1.1817 ◽

2017 ◽

Vol 2 (1) ◽

pp. 91-108

Author(s):

Dwi Okta Renanda

Keyword(s):

Social Media ◽

Qualitative Data ◽

Direct Marketing ◽

Sales Promotion ◽

Promotion Strategy ◽

Public Response ◽

The Public ◽

The People ◽

Children's Songs ◽

Use Of Social Media

Perkembangan lagu anak di Indonesia mengalami dinamika yang berbeda dari tahun ke tahun. Era 90-an merupakan puncak dimana lagu anak mendapat perhatian yang lebih dari masyarakat Indonesia. Namun kondisi tersebut berbeda dengan keadaan lagu anak sekarang. Sudah tidak banyak lagi penyanyi-penyanyi cilik yang tampil di televisi dan berkurangnya lagu-lagu yang sesuai untuk anak yang kaya akan pesan pendidikan dan nasionalis. Hal ini dikarenakan sudah tidak banyak label rekaman yang memberikan wadah bagi penyanyi cilik dan adanya anggapan bahwa lagu anak kurang laku. Objek penelitian ini adalah album penyanyi cilik Naura dengan topik strategi promosi dan sosialisasi lagu anak. Penelitian ini bertujuan untuk mengkaji strategi bauran promosi album penyanyi cilik Naura dan mengetahui tanggapan masyarakat terhadap album penyanyi cilik Naura. Pendekatan yang dilakukan dalam penelitian ini adalah metode kualitatif dengan data tambahan sebagai pelengkap dari data kuantitatif berupa pemaparan presentase. Data kualitatif didapat dari 3 orang narasumber dan data kualitatif diperoleh dari 34 responden yang merupakan followers Instagram Naura. Hasil yang diperoleh, manajemen Naura menggunakan semua alat bauran promosi, meliputi periklanan, promosi penjualan, publisitas, penjualan perseorangan dan pemasaran langsung. Sedangkan alat promosi utama yang digunakan adalah pemasaran langsung yang difokuskan pada penggunaan media sosial. Hal ini disebabkan karena mayoritas peggemar Naura adalah anak-anak dan remaja yang memiliki akun media sosial. The development of children's songs in Indonesia experienced different dynamics from year to year. The 90's is the peak where the children's song gets more attention from the people of Indonesia. But the condition is different from the state of the child's song now. There are not many singers-singers who appear on television and reduced the appropriate songs for children who are rich in educational and nationalist messages. This is because there are not many record labels that provide a container for the little singers and the assumption that the child's song is less salable.The object of this research is Naura little singer album with the topic of promotion strategy and socialization of children song. This study aims to examine the promotion mix strategy of Naura's little singer album and to know the public response to Naura's little singer album. The approach taken in this research is qualitative method with additional data as complement of quantitative data in the form of presentation of percentage. Qualitative data were obtained from 3 resource persons and qualitative data were obtained from 34 respondents who were followers Instagram Naura. The results obtained, Naura's management uses all promotional mix tools, including advertising, sales promotion, publicity, individual sales and direct marketing. While the main promotional tool used is direct marketing that is focused on the use of social media. This is because the majority of Naura's fans are children and adolescents who have social media accounts.

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ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

JOURNAL OF APPLIED BUSINESS ADMINISTRATION ◽

10.30871/jaba.v1i1.1261 ◽

2019 ◽

Vol 1 (1) ◽

pp. 61-73

Author(s):

Dessy Kurniawanti ◽

Bambang Hendrawan

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Communication Strategy ◽

Community Relations ◽

Marketing Communication ◽

Integrated Marketing ◽

Collection Data ◽

Depth Interviews

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

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PENGARUH BAURAN PROMOSI (PROMOTION MIX) TERHADAP MINAT BACA ANGGOTA PERPUSTAKAAN UNIVERSITAS WIDYATAMA BANDUNG

Nusantara - Journal of Information and Library Studies ◽

10.30999/n-jils.v2i1.512 ◽

2019 ◽

Vol 2 (1) ◽

pp. 11

Author(s):

Cucu Hodijah

Keyword(s):

Multiple Regression ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Public Relation ◽

Average Technique ◽

Reading Interests ◽

University Library ◽

Verification Methods ◽

Reading Interest

Penelitian ini bertujuan untuk mengetahui Pengaruh Bauran Promosi Terhadap Minat Baca Anggota Perpustakaan.Grand theory yang digunakan adalah Bauran Promosi dari Kotler and Amstrong. Hipotesis penelitian ini adalah terdapat pengaruh simultan bauran promosi, yang terdiri dari Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama. Penelitian dilakukan dengan menggunakan metode deskriptif dan Verifikatif. Penelitian ini mengkaji Pengaruh bauran promosi, yang terdiri dari Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama dengan menggunakan teknik regresi berganda. Data dikumpulkan menggunakan kuesioner dengan skala Likert. Pengolahan data menggunakan analisis regresi berganda dan data deskriptif analisis menggunakan teknik rata-rata.Hasil penelitian menunjukkan secara parsial variabel Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas berpengaruh secara signifikan terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama. Secara simultan masing-masing sub variabel bauran promosi memiliki pengaruh yang signifikan Minat Baca Anggota Perpustakaan. Variabel yang paling dominan dalam Minat Baca Anggota Perpustakaan Universitas Widyatama yaitu Penjualan Personal. ABSTRACT This study aims to determine the Effect of Promotion Mix on Reading Interest of Members of the Library. Grand theory used is Promotion Mix from Kotler and Armstrong. The research hypothesis is that there is a simultaneous influence of the promotion mix, which consists of Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation towards Reading Interests of Widyatama University Library Members. The study was conducted using descriptive and verification methods. This study examined the effect of promotional mix, which consisted of Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation on Reading Interests of Widyatama University Library Members using multiple regression techniques. Data was collected using a questionnaire with a Likert scale. Processing data using multiple regression analysis and descriptive analysis data using the average technique. The results showed partially the variable Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation significantly influence the Reading Interest of Widyatama University Library Members. Simultaneously each promotional mix sub variable has a significant influence on Library Member Reading Interest. The most dominant variable in the Reading Interest of Widyatama University Library Members is Personal Selling.

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Pengaruh Bauran Promosi terhadap Volume Penjualan Produk Tabungan JTRUST Bisnis pada Bank JTRUST Indonesia tbk Cabang Palembang

Integritas Jurnal Manajemen Profesional (IJMPRO) ◽

10.35908/ijmpro.v1i1.6 ◽

2020 ◽

Vol 1 (1) ◽

pp. 49-58

Author(s):

Noviar Indra ◽

Siti Komariah Hildayanti ◽

Omar Hendro

Keyword(s):

Linear Regression ◽

Public Relations ◽

Multiple Linear Regression ◽

Direct Marketing ◽

Sales Promotion ◽

Sales Volume ◽

Process Data ◽

Research Instrument ◽

Independent Variable

This study entitled The Effect of Promotion Mix on Sales Volume of Jtrust Bisnis Savings Products at Bank Jtrust Indonesia Tbk Palembang Branch. This research instrument uses a questionnaire, then uses multiple linear regression to process data that has been tabulated from the results of respondents' answers. The results of the study concluded, first, the advertising variable (X1) had a positive and significant effect on sales volume (Y). Second, the sales promotion variable (X2) has a positive and significant effect on sales volume (Y). Third, public relations and publication (X3) variables have a positive and significant effect on sales volume (Y). Fourth, personal sales variables (X4) have a positive and significant effect on sales volume (Y). Fifth, the direct marketing variable (X5) has a positive and significant effect on sales volume (Y). The six advertising variables (X1), sales promotion (X2), public relations and publications (X3), personal sales (X4), direct marketing (X5) have a positive and significant effect on sales volume (Y). This means that the independent variable (X) together increases, so the sales volume (Y) increases.

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Pengaruh Sales Promotion, Personal Selling, dan Direct Marketing terhadap Keputusan Pembelian Makanan dan Minuman di Padma Resort Legian

Widya Amrita ◽

10.32795/widyaamrita.v1i1.1149 ◽

2021 ◽

Vol 1 (1) ◽

pp. 86-93

Author(s):

Ni Putu Diana Monica Dewi ◽

I Gusti Ayu Wimba ◽

I.A. Sasmita Dewi

Keyword(s):

Data Analysis ◽

Linear Regression Analysis ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Coefficient Of Determination ◽

Purchasing Decisions ◽

Validity And Reliability ◽

Literature Study ◽

Survey Interviews

The purchase decision is the stage where consumers have evaluated the product and can form an intention to buy the most preferred product for personal consumption. The purpose of this study was to determine the effect of sales promotion, personal selling, and direct marketing on food and beverage purchasing decisions at Padma Resort Legian. This research was conducted at Padma Resort Legian. The number of samples taken was 90 consumers with the nonprobability sampling method, and with the proportional random sampling technique. Data collection was carried out through observation (survey), interviews, literature study, documentation, and questionnaires. Testing research instruments using validity and reliability tests. The data analysis technique used is multiple linear regression analysis, analysis of the coefficient of determination, t-test (partial), and F-test (simultaneous). From the results of data analysis, it was found that sales promotion had a positive and significant effect on purchasing decisions, personal selling had a positive and significant effect on purchasing decisions, and direct marketing had a positive and significant effect on purchasing decisions, while simultaneously it was found that sales promoters, personal selling, and direct marketing have a positive and significant effect on purchasing decisions.

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Integrated Marketing Communications of Beekeeping Farms

Socio-Economic Analyses ◽

10.54664/nelg2813 ◽

2020 ◽

Vol 12 (2) ◽

Author(s):

Lyubomir Lyubenov ◽

◽

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Sales Promotion ◽

Added Value ◽

Marketing Communications ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Media Environment ◽

Know How ◽

The One

The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, and sales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.

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Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix

BMC Health Services Research ◽

10.1186/s12913-020-05604-9 ◽

2020 ◽

Vol 20 (S1) ◽

Author(s):

James K. Elrod ◽

John L. Fortenberry

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Healthcare Providers ◽

Personal Selling ◽

Sales Promotion ◽

Marketing Communications ◽

Organizational Life ◽

Healthcare Organizations ◽

Initial Development ◽

The People

Abstract Background When one thinks of opportunities to engage patients, the marketing communications mix often is the first thing that comes to mind. Its five components of advertising, personal selling, sales promotion, public relations, and direct marketing represent tried and true pathways for establishing productive dialogues with customers of healthcare institutions. But in formulating and deploying the marketing communications mix, health and medical establishments must not neglect foundational elements which play vital communicative roles, impacting the perspectives of patients and influencing associated patronage. Discussion Many things communicate on behalf of healthcare organizations, including the people employed by them, the places in which they deliver services, and the brands that represent them. As foundational elements of communication, these must be addressed prior to formulating the marketing communications mix, as they influence and impact an institution’s entire communicative potential. Their initial development, however, is just the beginning, as these elements must be managed and maintained continually over the course of organizational life. This article profiles foundational elements of communication and discusses their importance in healthcare marketing, generally, and marketing communications, specifically, providing useful insights for maximizing communicative synergies. Conclusions Given the importance of engaging current and prospective patients, healthcare establishments must take steps to ensure exceptional prowess in this area, with communicative skills and abilities being of paramount importance. Proficient deployment of the marketing communications mix is essential, but healthcare providers must also be certain to direct attention toward foundational elements, ensuring that given institutions realize their full communicative potential.

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