A Reader of Business Communication. Public Speaking, Public Relations, Advertising, and Marketing Communication

2010 ◽  
Author(s):  
Fee-Alexandra Haase
Keyword(s):  
Public Relations ◽  
Public Speaking ◽  
Business Communication ◽  
Marketing Communication

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.

Facebook als corporate-communicatietool voor bedrijven?

2015 ◽  
Vol 43 (1) ◽  
Author(s):  
Hannelore Crijns PhD ◽  
Liselot Hudders ◽  
Verolien Cauberghe ◽  
An-Sofie Claeys
Keyword(s):  
Content Analysis ◽  
Social Network ◽  
Public Relations ◽  
Communication Strategies ◽  
Corporate Communication ◽  
Marketing Communication ◽  
Communication Tool ◽  
Social Network Site ◽  
Network Site ◽  
The Social

Facebook as a corporate communication tool for companies? A content analysis of the communication strategies of reputable Belgian companies on the social network site Facebook as a corporate communication tool for companies? A content analysis of the communication strategies of reputable Belgian companies on the social network site This study used a quantitative content analysis to investigate how twelve reputable Belgian companies use Facebook as a corporate communication tool. Findings indicate that companies use Facebook more often to post public relations than marketing communication content. The former is also more often shared than the latter. However, the latter creates more engagement in terms of reactions of the company on comments of users. Furthermore, about one fourth of the company posts did not generate any written reactions from users and can be classified as one-way communication. Almost 40% of the posts generated reactions from the users. To conclude, in one third of the cases companies reacted on these reactions of users, and results reveal that this is more often the case when it concerns public relations content than marketing communication content. Reputation score was not able to predict the communication strategy used on Facebook.

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 Psychology of Business, Leadership and Communication as a Perspective Scientific Direction in Ukraine and Europe

2019 ◽  
Vol 8 (4S) ◽  
pp. 98-102
Keyword(s):  
Public Relations ◽  
Organizational Behavior ◽  
Soft Skills ◽  
Applied Ethics ◽  
Business Communication ◽  
Business Environment ◽  
Business Organizations ◽  
Business Leadership ◽  
Business And Management

The article deals with highlighting the relevance of the new direction of psychology of business, leadership and communication for the modern labor market. The emphasis has been placed on the fact that the modernization of educational programs promotes Europeanization and improvement of the quality of training so that specialists can operate in intercultural professional environment, and the quality of scientific research leads to constant search in order to ensure the competitiveness of graduates, spread of values and formation of a positive image of the country. The work presents the educational program “Psychology of Business and Management” for the training of specialists in the psychology of interpersonal and business communication, business counseling, psychological assessment of the staff, personnel management, legal support, organizational behavior and applied ethics, prevention of professional deformations, gender differences in the field of management activities; media psychology, psychology of advertising and public relations (PR) etc. Methods for successful formation and development of students’ personal and professional skills (soft skills) demanded by employers in order to provide their preparedness for being employed by business organizations have been offered; the general socio-psychological basics of success in business have been outlined. A system of values needed for leadership and success has been presented. The concepts of “success” and “successfulness” in the business environment have been considered.

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

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

scholarly journals Manajemen Public Relations Mall @ Alam Sutera Dalam Membangun Reputasi

Prologia ◽  
2019 ◽  
Vol 2 (2) ◽  
pp. 305
Author(s):  
Esther Seruny ◽  
H.H. Daniel Tamburian
Keyword(s):  
Public Relations ◽  
Marketing Communication

Mall @ Alam Sutera merupakan salah satu mal yang berada dikawasan Alam Sutera Tangerang dan resmi beroperasi pada 12 Desember 2012 dengan konsep yang modern dengan memberikan pengalaman belanja, gaya hidup, dan hiburan bagi pengunjungnya. Dengan kondisi mal yang masih merasakan dampak dari kasus bom yang pernah terjadi dimasa lalu saat ini pihak mal khususnya public relations sedang berupaya untuk membangun kembali reputasinya. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana manajemen public relations dari Mall @ Alam Sutera dalam membangun reputasinya kembali. Penelitian ini merupakan penelitian kualitatif dengan menggunakan metode studi kasus. Teori yang digunakan dalam penelitian ini diantaranya ilmu komunikasi, public relations, manajemen public relations, strategi public relations, dan reputasi. Pengumpulan data dalam penelitian ini menggunakan wawancara dengan public relations dan Creative Marketing Communication Divison Mall @ Alam Sutera, observasi, studi pustaka, dan juga dengan melakukan penelusuran data online. Simpulan dari penelitian ini adalah Mall @ Alam Sutera sedang berupaya untuk membangun kembali reputasinya dengan melakukan program-program yang dapat menarik pengunjung.

scholarly journals Promoting Public Engagement of Natural History Collections through Science Communication

2018 ◽  
Vol 2 ◽  
pp. e28479
Author(s):  
Bryan Lessard
Keyword(s):  
Social Media ◽  
Natural History ◽  
Public Relations ◽  
Public Engagement ◽  
Science Communication ◽  
Public Speaking ◽  
Wide Audience ◽  
The Public ◽  
Natural History Collections ◽  
New Students

Natural history collections are essential for understanding the world’s biodiversity and drive research in taxonomy, systematics, ecology and biosecurity. One of the biggest challenges faced is the decline of new taxonomists and public interest in collections-based research, which is alarming considering that an estimated 70% of the world’s species are yet to be formally described. Science communication combines public relations with the dissemination of scientific knowledge and offers many benefits to promoting natural history collections to a wide audience. For example, social media has revolutionised the way collections and their staff communicate with the public in real time, and can attract more visitors to collection exhibits and new students interested in natural history. Although not everyone is born a natural science communicator, institutions can encourage and provide training for their staff to become engaging spokespeople skilled in social media and public speaking, including television, radio and/or print media. By embracing science communication, natural history collections can influence their target audiences in a positive and meaningful way, raise the profile of their institution, encourage respect for biodiversity, promote their events and research outputs, seek philanthropic donations, connect with other researchers or industry leaders, and most importantly, inspire the next generation of natural historians.

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