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

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.

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

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.

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

2003 ◽  
Vol 9 (1) ◽  
pp. 3-17 ◽  
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.

scholarly journals Information Technology as Tools of Public Relations Inform in Health Services

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.

scholarly journals OPTIMALISASI BAURAN PROMOSI PEMASARAN DALAM MEMASARKAN PRODUK PERUMAHAN PERUM PERUMNAS CABANG MATARAM

2019 ◽  
Vol 13 (8) ◽  
pp. 1457
Author(s):  
Dewi Rispawati
Keyword(s):  
Public Relations ◽  
Qualitative Data ◽  
Direct Marketing ◽  
Personal Selling ◽  
Secondary Data ◽  
Descriptive Study ◽  
Sales Promotion ◽  
Primary Data ◽  
Case Method ◽  
The Public

This research entitled is "Optimizing marketing promotion mix in marketing housing products of Perum Perumnas Branch The Mataram", which aims to increase the marketing promotion mix used in marketing housing products of Perum Perumnas Branch The Mataram. This research is a descriptive study with a case method. Data collection techniques in this study used observation, interviews and documentation. This study uses the technique of checking the validity of data based on triangulation techniques. The type of data in this study are qualitative data and quantitative data and data sources, namely primary data and secondary data. Based on the analysis it can be seen that to increase the marketing promotion mix in marketing housing products of Perum Perumnas Branch The Mataram can be done such as: personal selling, mass selling, sales promotion, public relations and direct marketing. By optimizing the marketing promotion mix in marketing the housing products of Perum Perumnas Branch the Mataram, so that they can be better known by the public, and sell well and are in demand by consumers. Optimizing the marketing promotion mix that can be done in marketing housing products of Perum Perumnas Branch The Mataram, among others, by conducting Personal selling, Mass selling, Sales Promotion, Public relations and Direct marketing

5. Promotions (marketing communications) and social media

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.

scholarly journals Marketing communication analysis of benetton PR campaigns

2018 ◽  
Vol 12 (1) ◽  
pp. 457-465
Author(s):  
Cynthia Bianka Incze ◽  
Alexandra Pocovnicu ◽  
Simona Vasilache ◽  
Nora-Labiba Al Zain
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Emotional Reactions ◽  
Communication Analysis ◽  
Sales Promotions ◽  
Fashion Brand ◽  
Complex Phenomena

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.

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

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

<p><em>With increasing public awareness of the technology, there </em><em>are</em><em> 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</em><em>. This research</em><em> 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 supermarket</em><em>s</em><em> in Semarang.</em><em></em></p>

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 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

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