scholarly journals Interaksi Simbolik sebagai Pembentukan Perencanaan Komunikasi Pemasaran (Studi Etnografi pada PT. Inti Ozzigeno Nara Solusi)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 59
Author(s):  
Bella Sisyadi ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Planning Process ◽  
Participant Observation ◽  
Target Audience ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Advertising Agencies ◽  
Integrated Marketing Communication ◽  
Symbolic Interactions

Integrated marketing communication is an activity to increase the sales, and to introduce a brand to people in an effective way using a consistent message for the appropriate target audience. PT. Inti Ozzigeno Nara Solusi is an advertising agency in Indonesia that implements integrated marketing communication to reach client’s objective. PT. Inti Ozzigeno Nara Solusi has its own step of integrated marketing communication which is different compared to other advertising agencies. Symbolic interactionism takes an important role in creating the integrated marketing communication of PT. Inti Ozzigeno Nara Solusi. The research uses qualitative methodology with ethnography method. The data is obtained from participant observation, in depth interview with the team, and document analysis. The results concluded that PT. Inti Ozzigeno Nara Solusi has nine steps in the integrated marketing communication planning process that includes the following steps: OZIM, Brand and Competitor Analysis, Target Audience Research, to find ‘Benang Merah’ of client, Set Umbrella Communication, Set the integrated marketing communication strategy, Pitching with Client, Execute the Integrated Marketing Communication, and Monitoring. Symbolic interactions are found during the integrated marketing process such as rules, language of use, up to the company expectations.  Kegiatan komunikasi pemasaran terpadu dilakukan untuk meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat dengan cara menetapkan cara terefektif dan pesan yang konsisten untuk target audience yang sesuai. PT. Inti Ozzigeno Nara Solusi adalah perusahaan periklanan di Indonesia yang menerapkan komunikasi pemasaran terpadu untuk memenuhi objektif klien. PT. Inti Ozzigeno Nara Solusi memiliki cara tersendiri dalam pembentukan perencanaan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik berperan penting dalam perencanaan komunikasi pemasaran PT. Inti Ozzigeno Nara Solusi. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan observasi partisipan, wawancara mendalam dengan tim PT. Inti Ozzigeno Nara Solusi, dan analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat 9 tahapan perencanaan komunikasi pemasaran terpadu yang terdiri dari OZIM, Analisis Merek dan Kompetitor, Riset Target Audience, Menemukan ‘Benang Merah’ dengan klien, Menetapkan Umbrella Communication, Menetapkan Strategi Komunikasi Iklan, Pitching dengan Klien, Eksekusi Strategi Komunikasi Pemasaran Terpadu, dan Monitoring. Pada tahapan tersebut terjadi interaksi yang mengandung simbol-simbol seperti peraturan, penggunaan bahasa, hingga harapan para tim perusahaan

scholarly journals Interaksi Simbolik dalam Komunikasi Pemasaran Terpadu di PT. Creative Motion Pctures: Studi Kasus Komunikasi Pemasaran Film Once Upon a Time in Indonesia

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 310
Author(s):  
Ricardo Silenzie ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Motion Pictures ◽  
Target Audience ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Planning

Integrated marketing communication planning in film marketing activities is implemented as a sales solution and promotes a film title to the public in a variety of effective and interactive ways in which the message in the film can touch the appropriate target audience. PT. Creative Motion Pictures is a film company that uses an integrated marketing communication planning formula to meet the needs of its audience. PT. Creative Motion Pictures formulas when planning marketing communication. The influence of symbolic interaction has a major contribution in the marketing communication planning of PT. Creative Motion Pictures. This research uses a qualitative methodology with a case study method. Data collection was done by participant observation, in-depth interviews with PT. Creative Motion Pictures. The conclusion of this research is that it has 4 stages of integrated marketing communication planning namely Film Products, Target Market, Promotion, Distribution. At all stages there are symbolic interactions such as language selection, organizational regulations, and company vision.Perencanaan komunikasi pemasaran terpadu dalam kegiatan pemasaran film diterapkan  sebagai solusi penjualan dan mempromosikan sebuah judul film kepada masyarakat dengan berbagai cara yang efektif dan interaktif dimana pesan dalam film bisa menyentuh target audience yang sesuai. PT. Creative Motion Pictures merupakan perusahaan film yang menggunakan formula perencanaan komunikasi pemasaran terpadu untuk memenuhi kebutuhan penontonnya. PT. Creative Motion Pictures formula-formula yang ketika melakukan perancanaan komunikasi pemasaran. Pengaruh Interaksi simbolik  memiliki kontribusi yang besar dalam perencanaan komunikasi pemasaran PT. Creative Motion Pictures. Penelitian ini menggunakan metodologi kualitatif dengan metode studi kasus. Pengumpulan data dilakukan dengan observasi partisipan, wawancara yang mendalam dengan tim PT. Creative Motion Pictures. Kesimpulan dari penelitian ini yakni memiliki 4 tahapan perencanaan komunikasi pemasaran terpadu yaitu Produk Film, Target Pasar, Promosi,Pendistribusian. Pada semua tahapan tersebut terdapat interaksi lambing-lambang seperti, pemilihan bahasa,peraturan organisasi, sampai visi perusahaan.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

scholarly journals Integrated Marketing Communication Bawean Island Tour

2018 ◽  
Vol 1 (1) ◽  
pp. 276
Author(s):  
Nur Maghfirah Aesthetika ◽  
Poppy Febriana
Keyword(s):  
Data Analysis ◽  
Descriptive Study ◽  
Communication Strategy ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Qualitative Descriptive ◽  
Depth Interviews

Bawean Island which is within the scope of Gresik Regency has the potential of nature, culture, and religiontourism. The natural resources that have this potential will develop if managed and promoted with an effective and efficient strategy. The purpose of this study to analyze the communication strategy used by the local government of Gresik Regency in promoting potential tourism in Bawean Island. In this qualitative descriptive study the primary data was obtained through in-depth interviews with the head of Departement of Culture Tourist Youth and Sport in Gresik. The questions in the interview related to Bawean Island tourism promotion strategic plan along with what has been done by related parties. Data analysis was performed using interactive techniques from Miles and Huberman. The results of this study show that the Department of Culture, Tourism, Youth, and Sports has not had a marketing strategy and implementation based Integrated Marketing Communications. The strategies and promotions that have been there are also still not running optimally.

scholarly journals INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE MIDDLE OF ONLINE MEDIA GLOBALIZATION (CASE STUDY IN KOMPAS NEWSPAPER)

2021 ◽  
Vol 9 (5) ◽  
pp. 1269-1273
Author(s):  
Eben Ezer ◽  
Keyword(s):  
Print Media ◽  
Sales Promotion ◽  
Communication Strategy ◽  
Online Media ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Daily Newspaper ◽  
Media Globalization

In the middle of the globalization of online media, newspapers as print media are currently experiencing competition in the media industry. Many people who used to use newspapers as the main media in accessing news information have now shifted to online media, resulting in many newspapers in Indonesia that have started to dislike their readers. One of the newspapers in Indonesia is the daily Kompas . To overcome this, an integrated marketing communication strategy effort is needed which must be carried out by the Kompas newspaper marketing in order to exist in the middle of todays online media globalization. online today. This research uses the theory of Elaboration Likelihood theory (ELT) and Integrated Marketing Communication (IMC). In addition, the research uses marketing concepts, strategic concepts, communication strategy concepts, digitization concepts and print media concepts. The approach used in this study is a qualitative approach with descriptive interview methods. This research method is to use a case study approach which intends to describe the results of the research and try to find a comprehensive description of a situation. In addition, data collection techniques in this study were carried out by in-depth interviews and observations. The results of the discussion in this study are that Kompas daily newspaper uses five marketing mix strategies in maintaining its existence in the middle of globalization of online media today. The five strategies are direct marketing, sales promotion, public relations, personal selling and advertising. The conclusion in this study is that the five strategies are running very well in the Kompas daily newspaper so that the Kompas daily newspaper still exists today in the midst of the globalization of online media.

scholarly journals Integrasi Orkestrasi Pemasaran dengan Filosofi Dwi Sapta pada Kasus Vaseline Healing Project

2020 ◽  
Vol 2 (1) ◽  
pp. 28-41
Author(s):  
Bella Laurensia ◽  
Hot Junita Sitanggang ◽  
Rustono Farady Marta ◽  
Agus Daniar ◽  
Alfred Pieter Menayang
Keyword(s):  
Quality Of Life ◽  
Medical Personnel ◽  
Skin Condition ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Case Study Method

Integrated Marketing Communication as a form of marketing communication strategy in order to build trust, maintain relationships with consumers and stakeholders and benefit the brand. This study aims to determine the application of marketing orchestration in Vaseline activities and the application of the Dwi Sapta Philosophy in Vaseline marketing communication. This type of research is descriptive qualitative using the case study method. Vaseline held a "Vaseline Healing Project" to improve the quality of life of people and provide skin care to the community. Vaseline consistently provides the best for its consumers, ranging from product variations, product quality to the services provided through training of medical personnel and also the mission of improving the skin condition of the community.

scholarly journals Integrated marketing communications

10.12737/8184 ◽  
1905 ◽  
Author(s):  
Валерий Музыкант ◽  
Valyeriy Muzykant
Keyword(s):  
Legal Protection ◽  
Trade Mark ◽  
Target Audience ◽  
Marketing Communications ◽  
Special Focus ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Advertising And Promotion

The hand book deals with integrated marketing communication (IMC) as the part of advertising and promotion campaign. IMC is a concept introduced in the 1990s and being considered as an important part 7 P’s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist.

The Strategic Planning Process of Social Media Advertising in the Context of Integrated Marketing Communication

2015 ◽  
pp. 148-159
Author(s):  
Füsun Topsümer ◽  
Dincer Yarkin
Keyword(s):  
Social Media ◽  
Mass Media ◽  
Planning Process ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Internet Users ◽  
Social Media Advertising ◽  
Definition Of ◽  
The Right

With the rising number of Internet users and social media platforms, advertising found new source for flourishing. However, social media advertising contains different characteristics compared with conventional or mass media advertising. Social media advertising can provide peer-to-peer communication (instead of one-way communication as in mass media advertising). In the definition of advertising, we see that it is required to pay something for taking place in mass media, but in social media advertising, commonly there is no need for payment, if the right social networks are chosen. This chapter aims to evaluate the process of advertising planning in social media in the context of integrated marketing communication. This chapter contains detailed steps of advertising planning process in social media and comparison between planning process of mass media advertising.

TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING

2019 ◽  
Vol 6 ◽  
pp. 84
Author(s):  
Santa Bormane
Keyword(s):  
Consumer Involvement ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Management ◽  
Buying Decisions

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions.  The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value. 

scholarly journals INTEGRATED MARKETING COMMUNICATION STRATEGY FOR SME (SMALL AND MEDIUM ENTERPRISES) OF TRADITIONAL HERBAL AND BEVERAGES

2021 ◽  
Vol 3 (2) ◽  
pp. 49
Author(s):  
Rani Sukma Ayu Suteja ◽  
Liestianingsih Dwi Dayanti ◽  
Angga Prawadika Aji ◽  
Santi Isnaini ◽  
Yayan Sakti Suryandaru ◽  
...  
Keyword(s):  
Community Service ◽  
Small And Medium Enterprises ◽  
Early Observation ◽  
Community Empowerment ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Service Program ◽  
Medium Enterprises

Background: This program begins with observation on SME of traditional herbal and beverages in Kampung Genteng Candirejo Surabaya. Early observation shows difficulties faced by SME to market their products. Objective: This program is expected to provide information and education about marketing communication strategies for SME of traditional herbal and beverages in Kampung Herbal Candirejo Surabaya. Method: Early observation is to find problems, conducting seminar and workshop, and also evaluating community empowerment. Results: Audiences understand about the impotances of marketing communication and innovation. They also improve their skills in using integrated marketing communication to sell their products to customers. Conclusion: This community service program has achieved its goals.

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