scholarly journals IMPLEMENTASI PROMOSI BAURAN KOMUNIKASI PEMASARAN KARTU KREDIT DI INDONESIA (Studi Deskriptif Bank Mandiri, HSBC, Citibank, BCA dan BNI)

2018 ◽  
Vol 2 (2) ◽  
pp. 106
Author(s):  
Ilham Prisgunanto
Keyword(s):  
Credit Card ◽  
Communication Theory ◽  
Marketing Communications ◽  
Marketing Plan ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Is Success ◽  
Market Expansion ◽  
Qualitative Descriptive

Credit cards are one of the most familiar payment tools for information society.  They used integrated marketing communications  method to get new costumers. They prepared this method to market expansion. Intergrated marketing communication depend on understanding of company about marketing of communication. This research aims to explore implementation of used integrated marketing communications. This research used theory of marketing communication, theory of integrated marketing communications, promotion and marketing plan. This reaearch method is qualitative descriptive. They collected data from staff and  management of bank who produce credit card used interview method (Mandiri, HSBC, BCA, Citibank dan BNI). The result is Local Banks which produce credit card did same promotion method with the International bank method. The big issue about credit card is They must used international big brand from Citibank to arrange their system. The Marketing communication is success because of pattern of organization, cross sectoral integration in corporate.  Because of that situation, its important to marketing communication at banking.

scholarly journals Integrated Marketing Communication as An Element of Visitors’ Selection of Heritage Destination: A Theoretical Framework

2020 ◽  
pp. 39-46
Keyword(s):  
Communication Theory ◽  
Heritage Tourism ◽  
Marketing Mix ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Review Of Literature ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Selection Of

Integrated marketing communications (IMC) is a major communication archetype rooted from communication theory. Integrated Marketing Communications (IMC) is known as one of 4ps marketing mix elements. Heritage tourism is based on significant histories, or humanity to attract visitors to discover, to explore, and to enjoy attractions. The purpose of this paper is to identify the components of Integrated Marketing Communication (IMC) as an element for selection of heritage destinations by the visitors. This paper adopts a qualitative approach in identifying the components of IMC which are essential in selection of heritage destination. The identification is primarily based on extensive review of literature based on IMC, Heritage Tourism, and Destination Marketing.

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 Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

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.

Modeling Integrated Marketing Communications for SME Environments

2019 ◽  
pp. 69-98
Keyword(s):  
Empirical Study ◽  
Service Marketing ◽  
Communication Process ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
First Time

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

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 Communications (IMC) di PT Halo Rumah Bernyanyi

2017 ◽  
Vol 13 (2) ◽  
pp. 253
Author(s):  
Rebekka Rismayanti
Keyword(s):  
Marketing Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Case Study Method ◽  
Depth Interview ◽  
Single Strategy

Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran

scholarly journals CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION

2018 ◽  
Vol 6 ◽  
pp. 478
Author(s):  
Daina Šķiltere ◽  
Santa Bormane
Keyword(s):  
Conceptual Model ◽  
Marketing Communications ◽  
Retail Sector ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Food Retail ◽  
Product Consumption ◽  
Retail Chains

Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.

Marketing and Intermediaries

2015 ◽  
Author(s):  
Dr. Simon Hudson ◽  
Louise Hudson
Keyword(s):  
Effective Communication ◽  
Marketing Mix ◽  
Corrective Action ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Plan ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
People’S Perception ◽  
Potential Customers

Effective communication with target customers is carried out by a variety of methods, referred to as ‘marketing communications’, and the Spotlight above highlighted the importance of an integrated marketing communications campaign. In many people’s perception, marketing is promotion, for promotion is the highly visible, public face of marketing. However, promotion is only one element of the marketing mix, its role being to convince potential customers of the benefits of purchasing or using the products and services of a particular organization. Promotions decisions will be determined by the overall marketing plan, as illusurated in Figure 6.1. Marketing objectives are derived from the strategic tools of targeting and positioning. The marketing mix is then used to achieve these objectives, and promotions are just one part of this marketing mix. The blend of promotional elements outlined in Table 6.1 is known as the promo- tional mix, and promotional management involves coordinating all the elements, setting objectives and budgets, designing programs, evaluating performance, and taking corrective action. Advertising and sales promotion are covered in this chapter, whereas the remaining elements are discussed in other chapters of the book.

Principles of Business Marketing Communications

2011 ◽  
Author(s):  
Chris Fill ◽  
Scot McKee
Keyword(s):  
Marketing Channel ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Strategic Issues ◽  
Trade Channel ◽  
B2b Branding

The main aim of this chapter, and the next, is to develop an understanding of the principles and characteristics of marketing communications. From an exploration of its role and tasks, the chapter considers some of the strategic issues and explores mar- keting communications strategy from a business audience perspective. A framework for the development of marketing communication plans follows. B2B branding and integrated marketing communications are explored before examin- ing marketing channel-based communications. If channels are to operate successfully and inter-firm relationships are to be developed for the benefit of all channel members, then sound trade channel communications are crucial. The chapter concludes with an examination of relationship-based marketing communication, and in particular, the nature, role and dynamics associated with client/agency based relationships.

Sign in / Sign up

Export Citation Format

Share Document