scholarly journals The Utilisation of Integrated Marketing Communication Strategies by Small Retailers in Mankweng, South Africa

2014 ◽  
Author(s):  
Lethabo M. Mapheto ◽  
Olabanji. A. Oni ◽  
Tafadzwa Matiza
Keyword(s):  
South Africa ◽  
Communication Strategies ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

scholarly journals The Role of Integrated Marketing Communications in Enhancement of SMEs Growth in South Africa

2015 ◽  
Vol 7 (2(J)) ◽  
pp. 139-144
Author(s):  
Lawrence Mpele LEKHANYA
Keyword(s):  
South Africa ◽  
Literature Review ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Tools ◽  
Starting Point ◽  
Communication Approach

The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.

scholarly journals Strategi Komunikasi Pemasaran Terpadu dalam Pengambilan Keputusan Konsumen di Bidang Jasa Pendidikan

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 423
Author(s):  
Feren Andrian Jasinta ◽  
Roswita Oktavianti
Keyword(s):  
Communication Strategies ◽  
Data Retrieval ◽  
Sales Promotion ◽  
Educational Services ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Education Services ◽  
Corporate Learning ◽  
Qualitative Approaches

Schools implement integrated marketing communication strategies to attract student candidates as consumers in selecting higher education services. Integrated marketing communication is a concept that involves six elements of personal communication, advertising, sales promotion, publicity and pr, corporate learning materials and corporate design. The study aims to recognize integrated marketing communication strategies in consumer decision making selecting educational services. The study uses a mixed method of quantitative and qualitative approaches. Quantitative data retrieval techniques using questionnaires to our new students at University Tarumanagara Academic year 2019/2020. Qualitative data retrieval techniques are done by interviews to students, pr and marketing. Studies have shown that students who chose educational services by a recommendation of 80,4%, a 10,3% promotion, publicity of 5.1%, 4.1% advertising. Meanwhile no student chooses education services from corporate learning and design. The dimension of recommendation comes with greater result because of parental factors. The dimension promotions are done by continuing to do exhibitions and scholarships. The dimension of advertising takes precedency to build image or branding. Finally the dimensions of publicity done by publicists in a way, actively uploading information on websites and social media. calon mahasiswa sebagai konsumen dalam memilih jasa pendidikan tinggi. Komunikasi pemasaran terpadu adalah sebuah konsep yang melibatkan enam elemen yaitu komunikasi personal, periklanan, promosi penjualan, publisitas dan humas, materi pembelajaran dan rancangan korporat. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran terpadu dalam pengambilan keputusan konsumen memilih jasa pendidikan. Penelitian ini menggunakan metode campuran yaitu pendekatan kuantitatif dan kualitatif. Teknik pengambilan data kuantitatif dengan cara melakukan penyebaran kuesioner kepada para mahasiswa baru di Universitas Tarumanagara Tahun Akademik 2019/2020. Teknik pengambilan data kualitatif dilakukan dengan cara wawancara kepada mahasiswa/i, humas dan marketing. Hasil penelitian menunjukkan bahwa mahasiswa yang memilih jasa pendidikan dari rekomendasi sebesar 80,4%, promosi 10,3%, publisitas 5,1%, iklan 4,1%. Sementara itu tidak ada mahasiswa yang memilih jasa pendidikan dari materi pembelajaran dan rancangan korporat. Dimensi rekomendasi mendapatkan hasil yang lebih besar karena faktor orang tua. Dimensi promosi dilakukan dengan cara terus melakukan pameran dan beasiswa. Dimensi iklan diutamakan untuk membangun citra atau branding. Terakhir dimensi publisitas yang dilakukan oleh humas dengan cara, aktif mengunggah informasi di website dan media sosial.

scholarly journals STRATEGI KOMUNIKASI PEMASARAN POPOLO COFFEE TERHADAP GENERASI MILLENIAL MELALUI AKUN INSTAGRAM

2019 ◽  
Vol 2 (2) ◽  
pp. 152-159
Author(s):  
Q Nushan Musyaffa ◽  
Amri Dunan
Keyword(s):  
Qualitative Method ◽  
Communication Theory ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Coffee Shop ◽  
Coverage Area ◽  
Great Opportunity

Abstrak – Maraknya bisnis dibidang coffee shop ini memberikan peluang besar terhadap para pengusaha di bidang kuliner untuk menciptakan pasar baru terutama terhadap kalangan milenial. Bisnis dibidang kuliner coffee shop ini menjadi semakin ramai karena hadirnya trend Instagram ditengah masyarakat. Berbagai bentuk promosi untuk menarik minat beli serta menjual konsep “Instagramable”, menjadi trend baru beberapa tahun kebelakang ini dikalangan anak muda di berbagai kota-kota besar. Strategi komunikasi pemasaran yang dilakukan Popolo yaitu melalui Instagram yang digunakan sebagai media informasi sekaligus pemasaran dari Popolo tersebut. Tujuan dalam penelitian ini adalah untuk menganalisis bagaimana strategi komunkasi pemasaran Popolo Coffee terhadap generasi milenial yang melalui akun Instagram yang terhadap generasi milenials. Pendekatan dalam penelitian ini menggunakan metode deskriptif kualitatif, dan menggunakan teori IMC (Integrated Marketing Communication). Hasil dari penelitian yang telah dilakukan, maka peneliti dapat menyimpulkan bahwa strategi komunikasi pemasaran Popolo menggunakan media sosial Instagram karena murah, mudah, dan jangkauan area yang tercangkup sangat luas.   Kata Kunci: Strategi Komunikasi, Komunikasi Pemasaran, Instagam, Millenials   Abstract – The coffee shop business was a great opportunity for entrepreneurs in the culinary field to create new markets, especially for the millennials generation in present. Coffee shop business is becoming happening because of the presence of Instagram trends in the community. Various forms of promotion to attract buying and selling with the concept of "Instagramable" has become a new trend among young people in big cities. The marketing communication strategy by Popolo is trough Instagram which is used as a marketing media of Popolo for now. The purpose of this research is to analyze how Popolo Coffee's marketing communication strategy towards millennials through Instagram accounts on the millennials generations. The approach in this study uses a descriptive qualitative method, and uses the IMC (Integrated Marketing Communication) theory. The results of the research that has been done, the researchers can conclude that the marketing communication strategy of Popolo uses social media Instagram because it is cheap, easy, and the coverage area covered is very broad. Keywords: communication   strategies, marketing communications, instagram, millennials

scholarly journals PENGEMBANGAN PRODUK EKONOMI KREATIF KAIN SASIRANGAN DAN PENERAPAN STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN DAYA TARIK KOTA BANJARMASIN SEBAGAI DESTINASI PARIWISATA

2020 ◽  
Vol 6 (1) ◽  
pp. 12-25
Author(s):  
Kasypul Anwar Kasypul ◽  
Gt. Irhamni Gt. Irhamni
Keyword(s):  
Communication Strategies ◽  
Tourism Industry ◽  
Survey Method ◽  
Creative Economy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tourism Destination ◽  
Independent Variable ◽  
The City

Abstract: The objectives of this research are (1) To find out, study and analyze the development of creative economy products in Sasirangan fabric in the city of Banjarmasin. (2) To find out, study and analyze the application of integrated marketing communication strategies in Sasirangan fabric creative economy products in Banjarmasin City. (3) To find out, study and analyze the attractiveness of the city of Banjarmasin as a tourism destination from the perspective of tourists. (4) To find out, study and analyze how much influence the sasirangan fabric creative economic product development and the application of integrated marketing communication strategies to the attractiveness of Banjarmasin City as a tourism destination. This study uses an explanatory survey method, because it will explain the relationship between the variables studied. While the type of relationship between variables used in this study is causality, that is, the independent variable / independent variable influences the dependent variable / dependent variable. the results showed that in general the integrated marketing communication strategy in the creative economy products in the City of Banjarmasin had been implemented well. This can be seen from the majority of respondents' answers that stated agreed with the questions asked. But of the four factors forming integrated marketing communication, aspects of public relations and publicity and advertising are the forming factors that have the most powerful role and have been implemented quite well. This means that as a whole the management of tourism and the creative economy tourism industry has conducted a series of promotions to introduce what is owned by all prospective tourists through various media.  Keywords: Product, Strategy, Marketing, Competitiveness.

Sign in / Sign up

Export Citation Format

Share Document