Marketing communication analysis of benetton PR campaigns

Abstract In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolution in case of Benetton fashion brand. Shockvertising focuses on the idea of selling products through evoking terrifying and repulsive emotions. This type of advertising is used to sensitize people to religion, racism, war, poverty and other taboo topics. The descriptive method is used in order to describe such complex phenomena. The research is conducted in the form of a retrospective qualitative case study focusing on the historical events that are connected to the communications at Benetton. Through the following research a better understanding of shockvertising and its dynamics is reached and emotional reactions of a range of individuals is presented. In addition, the question of ethical considerations and the shock advertising effectiveness is analyzed.

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Komunikasi Pemasaran Terpadu “Lemospirés Batik” dalam Menarik Minat Pembelian Konsumen

Jurnal Ilmu Komunikasi ◽

10.15642/jik.2019.9.1.69-84 ◽

2019 ◽

Vol 9 (1) ◽

pp. 69-84

Author(s):

Cindy Andita Kirana

Keyword(s):

Social Media ◽

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Research Data ◽

Marketing Communication ◽

Sales Promotions ◽

Distinctive Features ◽

Qualitative Descriptive ◽

Descriptive Approach

This article examines the marketing communication strategies used by Lemospirés Batik to attract consumer interest. This research uses a qualitative-descriptive approach. The research data were analyzed with the perspective of the marketing communication mix theory. The results of this study describe that the strategy taken by Lemospirés Batik to market and introduce its products is (1) the use of advertisements on social and non-social media, (2) organizing exhibitions to do direct marketing, (3) giving discounts and giveaways. to create sales promotions, (4) creating distinctive features on products that are part of personal selling, (5) using public relations to build relationships, and (6) using social media Instagram and Facebook to market products with the concept of storytelling.

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Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz

Prologia ◽

10.24912/pr.v4i1.6456 ◽

2020 ◽

Vol 4 (1) ◽

pp. 147

Author(s):

Kevin Kevin ◽

Sinta Paramita

Keyword(s):

Public Relations ◽

Communication Theory ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Brand Awareness ◽

Marketing Communication ◽

Case Study Method ◽

Literature Study

Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

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Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts

Social Marketing Quarterly ◽

10.1080/15245000309104 ◽

2003 ◽

Vol 9 (1) ◽

pp. 3-17 ◽

Cited By ~ 3

Author(s):

Andrew J. Czaplewski ◽

Eric M. Olson

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Adaptive Strategies ◽

Sales Promotion ◽

Popular Press ◽

Sales Promotions ◽

Settlement Agreement ◽

Comprehensive Picture ◽

Promotional Efforts

This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.

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Strategi Integrated Marketing Communication Produk The Red Ginger Al-Ghozali di Tambak dalam Baru Surabaya

Jurnal Ilmu Komunikasi ◽

10.15642/jik.2019.9.2.162-179 ◽

2019 ◽

Vol 9 (2) ◽

pp. 162-179

Author(s):

Nur Faizah ◽

Sokhi Huda

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

Qualitative Descriptive ◽

Descriptive Approach ◽

Red Ginger ◽

Two Stages

This study examines the Integrated Marketing Communications (IMC) strategy carried out by Ustadh Al-Ghozali in marketing the red ginger products. IMC strategy plays an important role in the advancement and development of the Home industry. The purpose of this study was to identify the IMC strategy proposed by Al-Ghozali in marketing the red ginger products and to teach this research using a qualitative-descriptive approach with a Marketing Mix theory perspective. The results of this study describe that the IMC strategy carried out by Al-Ghozali includes two stages, namely planning and implementation. In these two stages he employs a strategy of advertising, direct marketing, direct promotion, personal selling, and public relations. The factors that support the success of the IMC strategy are the role of social media and the involvement of resellers. IMC strategy is implemented optimally. Although there are several constrained aspects, there are quite a lot of consumers, especially those in the shop who have collaborated

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Information Technology as Tools of Public Relations Inform in Health Services

KnE Social Sciences ◽

10.18502/kss.v2i4.873 ◽

2017 ◽

Vol 2 (4) ◽

pp. 96

Author(s):

Tanti Hermawati ◽

Prahastiwi Utari

Keyword(s):

Health Services ◽

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotions ◽

Private Hospitals ◽

Public And Private ◽

The Public ◽

Public And Private Hospitals ◽

Marketing Methods

Internet usage in Indonesia has jumped from just 2 million in 2000 to 45 million in 2011. The use of communication technology has impacted on all aspects of life in Indonesia, including the marketing of medical services by public and private hospitals. This paper reports on a survey ofthree private hospitals in Surakarta, Indonesia, that have usedfive types of marketing communications including: advertising, personal selling, sales promotions, public relations and direct marketing. One of direct marketing methods used is internet marketing with the development of hospital website. This paper describes ICT used by RSU PKU Muhammadiyah Delanggu in informing the public of its health services.

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5. Promotions (marketing communications) and social media

Marketing: A Very Short Introduction ◽

10.1093/actrade/9780198827337.003.0005 ◽

2021 ◽

pp. 63-79

Author(s):

Kenneth Le Meunier-FitzHugh

Keyword(s):

Social Media ◽

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Digital Marketing ◽

Marketing Communication ◽

Sales Promotions ◽

Communication Tools ◽

Brand Values ◽

Potential Customers

This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising, sales promotions, public relations, direct marketing (on- or offline), sponsorship, and personal selling. Today, communication activities are being totally reinvented by the growth of social media and digital marketing. Indeed, the development of different types of social media has created opportunities to develop digital marketing that has an immediacy of interaction and increased intimacy with potential customers.

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Assessing the Influence of Branding and Promotion Activities to the Business Growth in Rwandan Hotel Industry. A Case of Kigali Serena Hotel

International Journal for Educational and Vocational Studies ◽

10.29103/ijevs.v2i4.2188 ◽

2020 ◽

Vol 2 (4) ◽

Author(s):

Mudahemuka William ◽

Ntahemuka John ◽

Munyanziza Clement

Keyword(s):

Public Relations ◽

Qualitative Data ◽

Sampling Methods ◽

Direct Marketing ◽

Hotel Industry ◽

Personal Selling ◽

Simple Random Sampling ◽

Target Population ◽

Business Growth ◽

Sales Promotions

Developing countries today compete to attract foreign direct investment to their local hotel industry. Branding and promotion are the ones of the business activities that can assist to the achievement of good performance. Therefore, this study had a general objective of examining the influence of branding and promotion activities to the business growth, case of Serena Hotel. The target population was Serena hotel employees and its customers. The study adopted purposive and simple random sampling methods to select 133 potential respondents. The quantitative data were collected by using administered questionnaires sent to the customers and employees of targeted population and documentary technique have been used for qualitative data collection. Thereafter, statistical techniques have been used to summarize the information. Data from the field were cleaned, sorted, coded, tabulated and statistically analyzed by using SPSS. Among 133 questionnaires sent to the respondents, only 125 were returned for analysis. In data analysis, descriptive statistic was used to compute the frequency and percentages. The results obtained concluded branding and promotion activities were important variables to influence business growth of Serena hotel. As a conclusion, the findings of the study showed that advertising, sales promotions, public relations, personal selling direct marketing and product branding had stronger impact on business growth in Serena Hotel/Rwanda. The recommendations have been given to different domains and the areas for further researches had been identified.

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Memahami Strategi Komunikasi Pemasaran Kartu Brizzi PT Bank BRI, Tbk. Kanwil Semarang

Jurnal The Messenger ◽

10.26623/themessenger.v7i2.295 ◽

2016 ◽

Vol 7 (2) ◽

pp. 30

Author(s):

Widia Febriana

Keyword(s):

Public Relations ◽

Public Awareness ◽

Direct Marketing ◽

Personal Selling ◽

Communication Strategy ◽

Marketing Communication ◽

Strategy Formulation ◽

Sales Promotions ◽

Regional Office ◽

The Gift

With increasing public awareness of the technology, there are a trend the demand for banking products based on technology, in particular transactions through cards. But the public's knowledge about the e-money making product marketing e-money is still lacking. To overcome this, we need a marketing communication strategy of e-money is appropriate and effective. The cornerstone of the theory used in this study the theories of Kotler Kotler, said that elements of the promotion mix (promotion mix) consists of five main device, namely: Advertising, Sales Promotions, Public Relations and publicity, Personal Selling and Direct Marketing. This research aims to determine the effectiveness of of the activities of marketing communications strategy that has been done. To analyze the marketing communication strategies, conducted research at PT. Bank Rakyat Indonesia (Persero) Regional Office Semarang. Data collected from various sources consisting of external factors and internal, ie interviews, observation and documentation. Furthermore, these factors were analyzed to get the strategy formulation. Resource persons / informants consists of the CBK offices and the Customer card user Semarang BRIZZI. All of the strategies undertaken in marketing BRIZZI, the most effective way is to give the gift of groceries to customers BRIZZI users when shopping at the supermarkets in Semarang.

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

JURNAL TATA KELOLA SENI ◽

10.24821/jtks.v6i1.4111 ◽

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.

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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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