Influence of segmentation factors on leaflet distribution

2016 ◽  
Vol 19 (1) ◽  
pp. 20-29
Author(s):  
Michaela Jánská ◽  
Petra Olšová
Keyword(s):  
Spatial Data ◽  
Questionnaire Survey ◽  
Direct Marketing ◽  
Secondary Data ◽  
Primary Data ◽  
Marketing Communication ◽  
Professional Literature ◽  
Gender Status ◽  
Distribution Process ◽  
Data Survey

Abstract In marketing communication it is important to know what and how to inform the customer, it means to know the target audience, where it is located and how it is possible to reach it. The most commonly used form of addressing the customer in the retail is a leaflet action. This article aims to highlight the use of segmentation aspects by retail in the selected region for the best implementation of selected communication mix - direct marketing. An analysis of secondary data - professional literature and studies dealing with the meaning of communication in the company, specifically marketing communication with a focus on direct marketing in the retail – was executed to fulfil the objectives of the article. Results from a questionnaire survey that examined the influence of spatial data on the purchasing behaviour of customers in Ústí nad Labem - City will be used as primary data. Survey results indicate the fact that it was necessary to collect spatial data on the segment. A selected market was examined in the questionnaire survey mainly in terms of geography and demography and impact of these criteria on the leaflet distribution process application. Geographical segmentation provided information on the spatial distribution of retail shops in the city. Socio-demographic segmentation offered information about age, gender, status, and education of customers who shop in the supermarkets.

scholarly journals ANALISIS STRATEGI KOMUNIKASI PEMASARAN (Studi Kasus Strategi Komunikasi Pemasaran Merchandise di Kedai Digital 8 Solo)

2019 ◽  
Vol 3 (01) ◽  
Author(s):  
Doni Mardiyanto ◽  
Giarti Giarti
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Direct Marketing ◽  
Secondary Data ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Structured Interviews ◽  
Analysis Technique ◽  
Qualitative Descriptive

This study aims to determine the marketing communication strategy in Kedai Digital 8 Solo in increasing sales of merchandise products. This study uses qualitative descriptive methods, namely research that seeks to describe or describe the object under study based on facts in the field. Data presented using primary data, secondary data through structured interviews, observations, and documentation relating to this study. The data analysis technique used in this study is qualitative data analysis. The results of this study indicate that the marketing communication strategy applied by Kedai Digital 8 Solo is advertising (advertising) and direct marketing (direct marketing). Advertising uses brochure media, banners / MMT and through social media. While direct marketing is done using media letters / proposals submitted to individuals and companies / agencies. Of the two strategies implemented, advertising through social media (online) is more routine because it is considered more effective and efficient. While direct marketing through media letters / proposals is carried out periodically at least once a year even rarely. Keywords: communication strategy, marketing, advertising

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 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 Geospatial Distribution of Public Secondary in Gombe Local Government Area, Gombe State of Nigeria

2019 ◽  
Vol 1 (1) ◽  
pp. 30-39
Author(s):  
Yila Caiaphas Makadi ◽  
Abecca Stephen Sati ◽  
Ismail Dankaka
Keyword(s):  
Spatial Distribution ◽  
Local Government ◽  
Spatial Pattern ◽  
Nearest Neighbor ◽  
Secondary Data ◽  
Local Government Area ◽  
Primary Data ◽  
Public Secondary School ◽  
Data Survey ◽  
Senior Secondary

The paper reviews research tradition of accessibility level and spatial distribution of student in public secondary school in gombe local government area, Gombe state. Primary and secondary data were used for the study. Primary data was collected using questionnaire and a hand-held GPS receiver to capture the coordinate points of schools and other relevant data. Secondary data include administrative map, population figures of both students and Teachers, Names and addresses of the secondary schools in the study area. The data were analyzed using geographic information techniques. From the data survey carried out, the result of the analysis showed the accessibility level and spatial distribution of school in Gombe were seventeen (17) public senior secondary and total number of students were nineteen thousand and eleven (19,011). The nearest neighbor analysis (NNA) for the spatial pattern of school were carried out based on each ward in study area which as ten (10) wards in each ward revealed two major spatial distributions. The spatial pattern of the Gombe LGA has Nearest Neighbour Ratio (NNR): 3.385087, Bolari East ward with NNR: 3.385087 and Shamaki wards NNR: 1.600148, which showed dispersed pattern, while Jekada Fari ward with NNR: 0.214890, Pantami ward with NNR: 0.226863, and Herwo Gana wards with NNR: 0.185239, were showed clustered pattern. The nearest neighbor index shows clustered pattern for all the wards in the local government area except Bolari East and Shamaki wards that has dispersed pattern of distribution. The implication of these two patterns means that accessibility is poor in the study area. Students travel than normal to overcome the function of distance.

scholarly journals PELAYANAN DAN PROMOSI DIVISI KLINIK DAN APOTIK PT. DEVA MITRA ABADI

2021 ◽  
Vol 7 (2) ◽  
Author(s):  
Widarto Widarto ◽  
Alimuddin Alimuddin
Keyword(s):  
Direct Marketing ◽  
Personal Selling ◽  
Secondary Data ◽  
Numerical Data ◽  
Public Hospitals ◽  
Primary Data ◽  
Private Hospitals ◽  
Strategic Location ◽  
The Government ◽  
Personal Media

This study aims to determine the extent to which services and promotions have been carried out by the Division of Clinics and Pharmacies at PT. Deva Mitra Abadi and to find out what factors are obstacles in service and promotion and how efforts are being made to overcome these obstacles.This type of research is qualitative with a research focus on service issues and promotion implementation. The data sources are primary data and secondary data. The data collection techniques used are interviews, documentation, and observation. statistical formulas and only describe or describe problems qualitatively, even if there are numerical data, they are only supporting figures from qualitative analysis.The results of the study indicate that the service is carried out through the dimensions of Tangible, Reliability, Reliability, Responsiveness, Guarantee and certainty, and Empathy. direct marketing to conduct sales transactions either through personal media such as mobile phones, washApp, instagram, facebook, email and until now do not have a website. The obstacles that many face in terms of promotional activities are the lack of funds, limited personal selling personnel, do not have cooperation with agencies The government, especially public hospitals and private hospitals, has a strategic location, but it is not yet densely populated so that it is not optimal in disseminating information to the surrounding community. Efforts are being made to overcome this by investing separately for promotion, collaborating advertising activities with other divisions and also advertising tailored to the needs of existing funds and equipping each employee with the ability to become personnel selling.

scholarly journals Marketing Communication Tourism Purbalingga District (Study of Communication Analysis of Digital-Based Tourism)

2018 ◽  
Vol 1 (1) ◽  
pp. 215
Author(s):  
Muhammad Sulthan
Keyword(s):  
Public Relations ◽  
Digital Media ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Primary Data ◽  
Communication Analysis ◽  
Sales Personnel ◽  
Tourism Marketing ◽  
Data Source

The number of tourism objects in Purbalingga that are worth to be known and to be visited by all of us. Therefore, the tourism objects are very necessary to be informed to attract as much as possible potential tourists. Spreading information of tourism objects for tourist can happen in various ways, one of them that now very popular is the usage of internet/digital media. Because it can reach audience more widely. Methodology of this research is descriptive qualitative. Determination of informants are using purposive sampling, which is representative. There are two types of data source: which are primary data source and secondary data. The techniques of collecting data are in-depth interviews, observation, and documentation. The way of analyzing data are reduction, data presentation and integrated conclusion drawing. The results showed that the communication of tourism objects by using digital-based are very effective and efficient. Social media is also very helpful in disseminating tourist information in Purbalingga, and also Purbalingga tourism community that is intensively promoting Purbalingga tourism objects. Theoretically, Purbalingga tourism marketing strategy based on digital communication that is used is Kotler and Keller's theory. The elements are advertisement; sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, sales personnel. Those elements of communication are supported by the internet.

scholarly journals Perencanaan Tebal Perkerasan Jalan Sergang – Jembatan Jengkong (No. 243) KM 8 Batu Putih Kabupaten Sumenep

2019 ◽  
Vol 2 (2) ◽  
pp. 89
Author(s):  
Muhammad Baitur Rakhman ◽  
Ahmad Suwandi
Keyword(s):  
Quantitative Research ◽  
Secondary Data ◽  
Flexible Pavement ◽  
Primary Data ◽  
The Road ◽  
Access Road ◽  
Distribution Process ◽  
Pavement Construction ◽  
Microsoft Office ◽  
Pavement Thickness

The white stone mine in Batu Putih Village is one of the natural resources located in Sumenep Regency, precisely on Sergang Street - Jengkong Bridge No. 243 Km 8. This road is the only access road to the white stone mining. The current condition of the road is damaged and interferes with the distribution process of white stones, so good thick pavement planning is needed. Planning of flexible pavement thickness and the cost of flexible pavement construction on Sergang - Jengkong Bridge No. 243 Km 8 Batu Putih, Sumenep Regency uses quantitative research. The data collection process uses two types of data, the first is primary data which includes LHR data and the second is secondary data which includes literature and literature studies. In this research the data analysis technique uses Microsoft Office Excel which is to calculate the budget plan and Autocad for drawing. For calculation procedures adjusted to SNI -1732-1989. The results of the Average Daily Traffic Survey (LHR) obtained the total number of vehicles passing through by 21164 smp. The road to be planned is 3 Km long and 4 m wide. Calculation of pavement thickness using the laston AC-WC is 2.50 cm thick and will be planned to be 4 cm thick. The planned budget (RAB) for the road planning is Rp. 2,613,171,000.00 (two billion six hundred thirteen million one hundred seventy-one thousand rupiah).

scholarly journals Bauran Promosi Mempengaruhi Pengambilan Keputusan Mahasiswa Memilih Universitas Muhammadiyah Bengkulu

2021 ◽  
Vol 4 (1) ◽  
pp. 56-70
Author(s):  
Mukhlizar Mukhlizar
Keyword(s):  
Decision Making ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Secondary Data ◽  
Sales Promotion ◽  
Data Sources ◽  
Primary Data ◽  
Choice Decision ◽  
Marketing Variables

This study aims to determine advertising (X1), sales promotion (X2) personal selling (X3) publicity (X4) direct marketing (X5) partially and simultaneously have a significant effect on student decision making choosing Muhammadiyah University Bengkulu. This study uses a quantitative approach with explanatory research methods, primary data sources through questionnaires, secondary data from information publications and other sources. Questionnaires were distributed to 193 research samples from 2018-2019 students. The results showed that of the five promotion mix variables, there were three variables that partially had a significant effect on student decision making, namely advertising, public relations, and direct marketing variables, while those that had no significant effect were sales promotion and personal selling variables. Simultaneously the promotion mix includes advertising (X1), sales promotion (X2), personal selling (X3), public relations (X4) and direct marketing (X5) have a significant effect on student decision making. Keywords: Promotional Mix, Choice Decision

scholarly journals Strategi Komunikasi Pemasaran Sentra Tenun Prailiu dalam Meningkatkan Penjualan Kain Tenun Sumba Timur

2019 ◽  
Vol 1 (2) ◽  
pp. 78-85
Author(s):  
Ririn Rambu Babang ◽  
Asfira Rachmad Rinata
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Woven Fabric ◽  
Primary Data ◽  
Product Price ◽  
Strategy Analysis ◽  
Marketing Activities ◽  
Product Segmentation

Woven fabric is a handicraft product inherited from generation to generation. Woven fabric can be weared as dress in dances at parties or in traditional events. Every motif on woven fabric has meaning both traditionally and culturally. The purpose of this study is to find out the marketing strategy and the factors that influence it. The method used in this research is descriptive qualitative method with data collection techniques using the method of interview, observation, documentation to obtain primary data and secondary data. As well as data analysis techniques carried out through reduction, presentation and drawing conclusions. The result shows that implementation of marketing communication strategies Prailiu Weaving Center uses a marketing mix consisting of product, price, place and promotion which includes sales promotion, face-to-face promotion and direct marketing. The marketing strategy of the Prailiu Weaving Center consists of marketing strategy analysis which includes opportunity analysis and competitive analysis, as well as the marketing process which consists of determining product segmentation, targeting and positioning. Factors that influence marketing activities consist of supporting factors and inhibiting factors from both internal and external environments.

scholarly journals Price Spread for Capsicum in Akola District of Maharashtra

2019 ◽  
pp. 1-7
Author(s):  
K. D. Chopde
Keyword(s):  
Direct Marketing ◽  
Secondary Data ◽  
Marketing Channels ◽  
Primary Data ◽  
Farmers Market ◽  
Marketing Efficiency ◽  
The Difference ◽  
The Cost ◽  
Different Levels ◽  
Price Spread

The price spread refers to the difference between the price received by the growers and the price paid by the consumers. It was observed that there were wide variations of price received by the growers and the price paid by the ultimate consumer. This study was conducted for estimation of marketing cost, marketing margin and price spread through different marketing channels of capsicum in Akola district. The study was based on primary data and secondary data for the year 2016-17, collected from the vegetable market of Patur, Barshitakli, Akola and Murtizapur tehsils in Akola districts of Maharashtra, the total 120 producers,10 wholesaler, 10 retailers were selected for  the study. Two major marketing channels were identified for the capsicum i.e. channel-I: Producer→ Wholesaler→ Retailer→ Consumer, Channel-II: Producer→ Retailer →Consumer. The channel -I was found most important channel of distribution. Producer‘s share in consumer’s rupees was highest in channel II as compared to cannel I were worked out 68.11 and 56.79 per cent. Wide variation were observed in the constraints of capsicum growers. Price spread of capsicum not only show the cost and margins at different levels of marketing by different agencies but also show a clear picture of entire system of marketing of capsicum. Wide variation were observed in the problems faced by the capsicum growers. Lack of processing facilities, lack of storage facility, high commission charges, lack of financial facility etc. Thus establishment of modern regulated market along with proper storage facilities in nearby areas will go a long way in enhancing the income of the farmers. Higher marketing efficiency and better return to producers through direct marketing. This is a clear indicator for developing farmers market in the region and As such establishment of producers co-operation to reap the benefit from cultivation on marketing of capsicum crop is suggested.

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