Integrated Marketing Communication in Government Programmes: A Look at Rural Development Programmes in India

Metamorphosis ◽  
2014 ◽  
Vol 13 (1) ◽  
pp. 1-15
Author(s):  
Abhishek Nirjar ◽  
Manaswini Acharya ◽  
Dhirendra Ojha
Keyword(s):  
Public Relations ◽  
Rural Development ◽  
Rural Areas ◽  
Vital Role ◽  
Customer Relationship ◽  
Communication Process ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Government

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.

scholarly journals Model Komunikasi Pemasaran di Pemerintah

Media Wisata ◽  
2021 ◽  
Vol 18 (2) ◽  
pp. 251-262
Author(s):  
Lisda Ariani Simabur
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Communication Strategy ◽  
Communication Model ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The West ◽  
The Government ◽  
Tourism Potential

Government Marketing Communication Model: Promotion Mix For Tourism Destinations In West Halmahera District. As One Of The Districts In North Maluku province, West Halmahera Regency has tourism potential, which is rich in beauty on land and at sea. Therefore, to introduce tourism potential to the community, a Marketing Communication Model in the Government is needed (Promotion Mix of Tourist Destination Areas in West Halmahera Regency). This study aimed to determine the integrated marketing communication strategy of the West Halmahera Regency Tourism Office in attracting tourists. This study uses a qualitative descriptive approach with analysis techniques through data collection, data reduction, data presentation, and the final step is concluding. The results found that the West Halmahera Regency Tourism Office's integrated marketing communication strategy uses four promotional mixes. Namely advertising (advertising), public relations (public relations), personal promotion (personal selling), direct marketing (direct marketing), and interactive marketing

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

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.

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

J-IKA ◽  
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

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

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

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

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.

scholarly journals MODEL KOMUNIKASI PEMASARAN PENGRAJIN ROTAN DI KECAMATAN RUMBAI PESISIR KOTA PEKANBARU

MEDIUM ◽  
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.

scholarly journals National Bank for Agriculture and Rural Development (NABARD)

2021 ◽  
Vol 8 (12) ◽  
pp. 75-82
Author(s):  
Mamoni Das
Keyword(s):  
Rural Development ◽  
Rural Area ◽  
Rural Areas ◽  
Urban Areas ◽  
Rural Economy ◽  
Vital Role ◽  
Life Styles ◽  
Rural Development Programme ◽  
National Bank ◽  
The Government

Indian economy is agricultural economy and real India lies in villages. Without the development of the rural economy, the objectives of economic planning cannot be achieved. Hence, banks and other financial institutions are considered to be a vital role for the development of the rural economy in India. NABARD are playing a pivotal role in the economy development of the rural India. In the Indian context rural development assumes greater significance as nearly 70% of its population lives in rural areas. Most of the people living in rural area draw their livelihood from agriculture and allied sectors. Such areas are distinct from more intensively settled urban and suburban areas. Life styles in rural area are different than those in urban areas, mainly because limited services are available. Governmental services like law enforcement, schools, fire departments may be distant, limited in scope, or unavailable. Rural development is a national necessity and has considerable importance in India. The main objective of the rural development programme is to raise the economic and social level of the rural people. National Bank for Agriculture and Rural Development (NABARD) is set up as an apex institution by the Government of India with the main objective of providing and regulating credit and other facilities for the promotion of rural development. It is a single integrated organisation which looks after the credit requirements of all types of agricultural and rural development activities. The present study is a modest attempt to the credit potential for agriculture during the year 2021-22. The study covered aspects such as functions, objectives, management and organizational structure, sources of funds, activities achieved, loan assistance to various institutions, Methodology for preparation of potential linked credit plans (PLPs) and Development Projects in Andaman and Nicobar Islands. Keywords: NABARD, Rural Development, RBI and SHGs..

Modeling Integrated Marketing Communications for SME Environments

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.

Factors Affecting Digital Visibility of Small and Medium Enterprises in India

2021 ◽  
pp. 097226292110605
Author(s):  
Mudita Sinha ◽  
Leena Fukey
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Empirical Method ◽  
Customer Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Digital Platforms ◽  
Factors Affecting ◽  
Medium Enterprises

This study sketches the importance of social media, integrated marketing communication, social customer relationship management and its transformation in the small and medium enterprises (SME). These factors can increase interaction and communication of SMEs with its customers. This study incorporates empirical method to elaborate how SMEs can increase visibility and reachability by gaining value through the usage of social media. Findings of the study highlight the challenges faced by SMEs with respect to visibility, examines the usage of different digital platforms by Indian SMEs which can resolve these difficulties and its impact on the business for improved visibility of SMEs when competition is hitting hard on all businesses.

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