Impact of Promotional Tools on Marketing of Library Services: An Exploratory Study of Polytechnics in Ghana

The study investigates the impact of promotional tools on marketing of library services. The study explores the relationship between promotional tools constructs: personal selling, sales promotion, public relations and advertising on marketing of library services among selected Polytechnics in Ghana. With the aid of SPSS, the following statistical method were employed: supporting literature for measurement scales, values of cranach’s alpha for construct values, descending means of constructs, skewness and kurtosis on the constructs, correlations and regression analyses on a sample of 402 obtained through convenience sampling method. The study revealed that, all the constructs of the promotional tools thus personal selling, sales promotion, public relations and advertising have significant positive relationship with marketing of library services. The study suggests that the professional training of library staff should include courses such as personal selling, sales promotion, public relations and advertising. . Library staff should be trained and develop skills on how to handle users request and establish a good personal relationship with users of the library. Library staff should be oriented on the procedures to handle complaints and find lasting sloutions to them. Users should be updated with the list of new databases, online services and new journals via notice board, leaflets and newsletters as well as the institutional websites. Library staff should collaborate with professional markerters on the application of the marketing mix in the promotion of their services. Keywords: Advertising, Personal selling, Sales promotion, Public relations, Academic libraries

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The Impact of the Tourism Promotion-Mix Elements on the Foreign Tourists’ Mental Images of the Jordanian Tourist Destinations (A Field Study)

International Business Research ◽

10.5539/ibr.v11n1p74 ◽

2017 ◽

Vol 11 (1) ◽

pp. 74

Author(s):

Hameed Aldebi ◽

Noreyah Aljboory

Keyword(s):

Public Relations ◽

Social Networking Sites ◽

Personal Selling ◽

Sales Promotion ◽

Mental Images ◽

Independent Variables ◽

Tourist Destinations ◽

Tourism Promotion ◽

Tourism Sector ◽

The Impact

The present study aimed at identifying the impact of the tourism promotion-mix elements – which are represented in advertisement, publicity, public relations, personal selling, and sales promotion - on the foreign tourists’ mental images of the Jordanian tourist destinations. Therefore, the sample of the present study was selected from Amman / Jordan and consisted from three hundred (300) foreign tourists. The tourism promotion-mix elements are considered independent variables and the foreign tourists’ mental images of the Jordanian tourist destinations are considered a dependant variable. Several statistical methods were used to test the study’s hypotheses and provide answers for the study’s question.It was concluded that the impacts of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations vary. For instance, advertisement is the most influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 47.4 % of the change that occur in the dependant variable. However, sales promotion is the least influential promotion-mix element on the foreign tourists’ mental images of the Jordanian tourist destinations. That is because it can interpret 29.1 % of the change that occur in the dependant variable. It was concluded that there are statistically significant differences between the extents of influence of the tourism promotion-mix elements on the foreign tourists’ mental images of the Jordanian tourist destinations which can be attributed to their nationality.The researchers of the present study suggested several recommendations that can participate in enhancing and developing the Jordanian tourism sector. They also recommended providing more attention and care to the promotional activities that are based on social networking sites.

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ДА ЛИ СУ МАРКЕТИНШКЕ КОМУНИКАЦИЈЕ РЕЛЕВАНТНЕ ЗА КУПОПРОДАЈНЕ ПРЕГОВОРЕ?

TEME ◽

10.22190/teme180209031b ◽

2019 ◽

pp. 511

Author(s):

Slobodan Brezak ◽

Tamara Vlastelica ◽

Slavica Cicvarić Kostić

Keyword(s):

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Negotiation Process ◽

Sales Promotion ◽

Marketing Communications ◽

Negotiation Strategies ◽

Top Executives ◽

Definition Of ◽

The Impact

This paper explores the relevance of marketing communications for buyer-seller negotiations. Although a broad body of knowledge has been developed around marketing communications concept evolution, as well its relevance for all types of organizations, for awareness, knowledge, attitudes and behaviour of consumers, or generally, for managing relationships, a little attention has been devoted to revealing MC contribution to some other business related fields, such as negotiation process. The empirical research presented in the paper confirms the scope and intensity of the impact of MC tools (advertising, sales promotion, personal selling, direct marketing, public relations and publicity, communication aspects of products/services and prices, word of mouth and digital marketing) on preparation for negotiation process: the definition of a zone of possible agreement, the best alternative to negotiated agreement, and the determination of negotiation strategies. The survey was conducted with online based questionnaire with 108 top executives of companies from different industries, in different countries.

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STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

Jurnal Pustaka Komunikasi ◽

10.32509/pustakom.v4i1.1350 ◽

2021 ◽

Vol 4 (1) ◽

pp. 117-130

Author(s):

Jihan Indah Sari ◽

Joko Susilo

Keyword(s):

Public Relations ◽

Personal Selling ◽

Corporate Identity ◽

Sales Promotion ◽

Marketing Communications ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Defensive Strategy ◽

Point Of Sale ◽

The Impact

Covid-19 Pandemic affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped and there is no customer that comes by due to government's policy which forces people to stay at home. The purpose of this research is to describe the defensive strategy by bingsoo cafe through the approach of integrated marketing communications (IMC), so that it can continue to defense and adapt to the bussines situation of Covid-19 pandemic. The method of this research is qualitative with observation technique and deep interview. The result of this research indicates that bingsoo cafe applies the strategy of Integrated Marketing Communications (IMC) by combining 9 out of 12 elements of promotion. Those elements are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale And Merchandising, Corporate Identity, Packaging, And Word Of Mouth.

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Empirical Analysis of Marketing Communication of Selective Government Banks of Bhopal City

International Journal for Research in Applied Science and Engineering Technology ◽

10.22214/ijraset.2021.36388 ◽

2021 ◽

Vol 9 (VII) ◽

pp. 933-941

Author(s):

Dr. A. K. Singh

Keyword(s):

Customer Satisfaction ◽

Public Relations ◽

Direct Marketing ◽

Personal Selling ◽

Sales Promotion ◽

Marketing Communication ◽

Public Sector Banks ◽

Correlation And Regression Analysis ◽

Fast Pace ◽

The Impact

With the quickly changing business scene, banks are tested to discover better approaches for restructure their upper edge in this dynamic world. Clients have turned out to be resistant to a large number of items and administrations as development in the monetary division is developing at a fast pace. Thinking about these conditions, promoting correspondences, and all the more significantly, coordinated showcasing interchanges turns into the center of business and the general financial methodology. The benefit of showcasing interchanges to the financial division is verifiable. With their broad correspondence skill, marketing communication help banks to construct a solid corporate personality which shapes the corporate/brand picture. The paper focuses on analysing factors responsible for marketing communication in public sector banks against customer satisfaction using factor analysis, correlation and regression analysis. The study entails the impact and relations of customer satisfaction against the marketing communication variables namely, Advertising, Sales promotion, Personal selling, Direct marketing and Publicity and Public relations.

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Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽

10.32546/lq.v1i2.148 ◽

2018 ◽

Vol 1 (2) ◽

pp. 175-182

Author(s):

Alida Wahyuni

Keyword(s):

Higher Education ◽

Public Relations ◽

Word Of Mouth ◽

Personal Selling ◽

Services Marketing ◽

Sales Promotion ◽

Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

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

JOURNAL OF APPLIED BUSINESS ADMINISTRATION ◽

10.30871/jaba.v1i1.1261 ◽

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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Analisis Strategi Bauran Promosi terhadap Volume Penjualan Restoran XYZ

MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah ◽

10.29244/mikm.12.2.161-169 ◽

2018 ◽

Vol 12 (2) ◽

pp. 161

Author(s):

Megalia ◽

Ujang Sumarwan ◽

Imam Teguh Saptono

Keyword(s):

Public Relations ◽

Sampling Method ◽

Personal Selling ◽

Sampling Technique ◽

Sales Promotion ◽

Sales Volume ◽

Managerial Implications ◽

Strategic Influence ◽

Descriptive Approach ◽

Quantitative Descriptive

This study examines the strategic influence of promotion mix on the volume of aggregation and to know whether the marketing mix run by the Restaurant XYZ affect consumer spending. The theory used in this research is the promotion mix. The research design was conduced with a quantitative descriptive approach through an interview using quisionaire. Sampling method used is a purposive sampling technique with the number of respondents counted 200 people. In this study measure the influence caused by the promotion mix variables such as advertising, personal selling, sales promotion, public relations, and direct selling to increase sales volume. The results show that advertising variables are the most influential variabel of sales volume and the promotion mix simultaneously influences the buying decision of the customer. The findings of this research provide managerial implications that restaurant should not only focus on promotions costs for advertising alone, but also need to pay close attention to the allocation of appropriate funds to see the effectiveness of increased sales volume.

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Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

Modern Applied Science ◽

10.5539/mas.v10n9p122 ◽

2016 ◽

Vol 10 (9) ◽

pp. 122

Author(s):

Mohammad Aghaei ◽

Ali Lotfi ◽

Seyed Mohammad Armakan

Keyword(s):

Public Relations ◽

Geometric Mean ◽

Personal Selling ◽

Multiple Criteria Decision Making ◽

Sales Promotion ◽

Target Market ◽

Direct Sales ◽

Business Goals ◽

Banking Business ◽

Account Managers

Among the mixed components of marketing, decisions regarding the promotion tools are very important due to their direct and rapid effect on the target market. With regard to the implementation of new models of banking business in recent years in Iran, the purpose of this research is to priorities the promotion mixas antecedent of integrated marketing communication and strongtools in order to influence the target market of corporative banking customers. The objective of promotion mix in the research emphasized the Increase sales volume, attract new customers, grow market share, enhance brand image, strengthen brand loyalty and increase profitability in the long term. For this purpose, with the help of marketing experts and using models of Multiple Criteria Decision Making (MCDM) methods such as AHP, TOPSIS, SAW, ELECTREand using Entropy weighting methods we have prioritized the components of promotion based on business goals. Finally, according to the fact that using the mentioned models had different results, we used the geometric mean of rates methodin finalized the finding ranking. According to the achieved finding, the different elements in order of priority to meet theconsidered business objectives in this studyinclude sales promotion, direct sales by the account managers, public relations and advertising, Objectives or ratings’ criteria.The finding illustrated that although ads are most effective in strengthening the brand, but the other two elements of personal selling and close sales promotion also has the most influence on corporative banking customers. The results of research shows that the most important instruments in advertising is television, in public relations is holding professional seminars for various industries, in advancing the sales is discount in the loan interest rate and fees, and in the in person sales also is verbal marketing by account managers of corporative banking.

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