Incorporating Strategic Direct Marketing Activity into 'Buy 'Til You Die' Models

2010 ◽  
Author(s):  
David A. Schweidel ◽  
George Knox
Keyword(s):  
Direct Marketing ◽  
Marketing Activity

Incorporating Direct Marketing Activity into Latent Attrition Models

2013 ◽  
Vol 32 (3) ◽  
pp. 471-487 ◽  
Author(s):  
David A. Schweidel ◽  
George Knox
Keyword(s):  
Direct Marketing ◽  
Marketing Activity

scholarly journals Memotret Strategi Komunikasi Pemasaran Terintegrasi Pada Industri Fashion

2020 ◽  
Vol 17 (3) ◽  
pp. 360
Author(s):  
Andriansyah Bari
Keyword(s):  
Swot Analysis ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Activity ◽  
Integrated Marketing ◽  
Communication Tools ◽  
Potential Consumer ◽  
Library Research ◽  
Short And Long Term

ABSTRACTSaddap Leather Goods is a company which engaged in fashion especially leather products. As a newly established company, Saddap faces several problems from some divisions, particularly in the marketing division. It is found that brand awareness of Saddap is still considered low. This can be seen from the small number of follower on Instagram. This study aims to find the problem in Saddap by conducting the internal analysis. This analysis consists of SWOT Analysis and TOWS Analysis. The data in this study were obtained through interviews with six informants which consists of Saddap excisting consumer and potential consumer. The data were also obtained through observation, literature (library research), and documentation. From this study it can be concluded that Saddap was facing ineffectiveness of previous marketing activity. To fix this problem, Saddap uses marketing communication tools through the Integrated Marketing Communication. Marketing communication tools proposed by Saddap are Advertising, Sales promotion, Redesign of packaging, Personal Sales, Trade shows and Direct Marketing. This research proposed the short and long term marketing activity

scholarly journals PECULIARITIES OF MARKETING ACTIVITY OF «PRIVATBANK»

2021 ◽  
Author(s):  
Dmitriy Kretov
Keyword(s):  
Online Community ◽  
Direct Marketing ◽  
Banking System ◽  
Product Line ◽  
Competitive Advantages ◽  
Marketing Activity ◽  
Product Price ◽  
Pricing Policy ◽  
Social Events ◽  
Marketing Activities

The current situation in the modern banking market is characterized by intensified competition, the growing role of customer relations, further diversification of products, increasing the influence of distribution channels of banking services and products. To solve the problems that arise, they intensify marketing activities in the following areas: improving banking products and services, developing new products, expanding customer development programs, monitoring the activities of competitors, creating a marketing culture in the organization. The article is devoted to the review of marketing activity of «PRIVATBANK». The study allowed to determine the main competitive advantages of «PRIVATBANK» and the problematic aspects in which the bank is desirable to adjust its marketing policy. It is determined that «PRIVATBANK» is a universal bank with a focus on the retail segment and a selective presence in the corporate segment. It can be called a leader in terms of assets, equity, profit and other indicators of activity among Ukrainian banks. Almost half of the clients of the banking system of Ukraine use the bank's products and services. Such achievements in «PRIVATBANK» were made, among other things, due to well-established marketing activities. The main marketing tools in «PRIVATBANK» include: work with the product; price determination; distribution; communications; creation and participation in social events, sponsorship and charity; dissemination of positive information about the bank; constant contacts with clients; use of direct marketing measures. «PRIVATBANK» constantly adapts its product line to modern market requirements, providing a number of competitive advantages both through unique innovative products and services, and through the introduction of bonus programs and the formation of an online community through social networks. It is substantiated that «PRIVATBANK» can improve its results by changing the pricing policy, its flexibility and differentiation, trying to get into the price range set by competing banks, as well as by improving the system of integrated marketing communications in the marketing strategy of the bank.

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.

The effectiveness of Social Media Instagram as a Promotion of Agricultural product of fruits. (case :Instagram TaniHub Indonesia, Pasar Minggu, Jakarta Selatan)

2020 ◽  
Vol 4 (6) ◽  
pp. 866
Author(s):  
Nensy Yohana Natalia Pasaribu
Keyword(s):  
Social Media ◽  
Media Exposure ◽  
Agricultural Product ◽  
Marketing Activity ◽  
Feedback Message ◽  
The Social ◽  
The Media

Agriculture produces processed product which is perishable, so that the agricultural product should be distributed immediately. Processed product can be promoted to attract consumers to buy the product. One of the media that can be used to promote processed agricultural product is social media. Social media is needed to ease the marketing activity on the product. Social media is viral and can be delivered directly and personally to the consumer. Indicators are used to know the effectiveness of the social media as promotion media with AIDA concept. The results showed that promotion through Instagram has not been effective in the stages of attention (attention), interest (interest), desire (desire), and action (action). This study also explains that there is a relationship between the characteristics of gender followers and the level of social media exposure to the frequency of messages. In addition, there is also a relationship between the frequency of message feedback, message attractiveness, and intelligence in delivering messages with the interest stage. 

Representasi Brand Activation Ruangguru Periode 2018 – 2019

2020 ◽  
Vol 8 (1) ◽  
Author(s):  
Dita Rachma Sari ◽  
Shuri Mariasih Gietty Tambunan
Keyword(s):  
Social Media ◽  
Direct Marketing ◽  
Event Marketing

Ruangguru merilis platform edukasi yang menarik perhatian dan mengubah budaya belajar siswa di Indonesia. Aplikasi ini menawarkan metode pembelajaran secara digital sehingga dapat menciptakan ruang belajar digital baru bagi masyarakat urban milenial. Hasil representasi dari brand activation Ruangguru dan posisi yang muncul setelah refleksi dari brand activation akan dianalisis lebih lanjut dalam penelitian ini. Penggunaan Instagram sebagai media promosi untuk masyarakat urban milenial dapat mencapai lima aktivasi yang terdiri dari aktivasi pemasaran langsung (direct marketing activation), aktivasi media sosial (social media activation), aktivasi promosi (promotion activation), aktivasi pemasaran acara (event marketing activation), dan aktivasi sponsor (sponsorship activation). Selama 2018–2019, Ruangguru berhasil mengkonstruksi brand dalam benak konsumen sebagai bimbel online melalui teknologi digital yang memiliki fleksibilitas dan aksesibilitas, trendy dan hip! pembelajaran personal dan mandiri. Namun, semuanya memunculkan kontradiksi yang pada gilirannya membangun eksklusivitas, kapitalis, dan kebebasan semu.

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