MINGGU KE XIV-XV

DASAR2 PEMASARAN
Minggu 14 & 15 Page
1
DASAR-DASAR PEMASARAN
Pokok Bahasan:
1. Marketing Communications Mix
2. Integrated Marketing Communications
3. Proses Komunikasi
4. Tahap-tahap Komunikasi yang Efektif
5. Anggaran Promosi
6. Ciri-ciri Alat Promosi
7. Push & Pull Strategy

Tujuan Instruksional Khusus:
1. Menyebutkan Elemen-elemen Marketing Communication Mix
2. Menjelaskan Integrated Marketing Communication
3. Menjelaskan elemen-elemen proses komunikasi
4. Menjelaskan tahap-tahap Komunikasi yang efkeftif
5. Menjelaskan metode-metode anggaran promosi
6. Menjelaskan Ciri-ciri Alat promosi
7. Membedakan Pushe pull starategy
Referensi:
1. Philip Kotter, Principles of Marketing , Tenth Edition,
Armstrong Th 2004, Pearson Pretice Hall, New Jersey
2. M. Taufik Amir, Dinamika Pemasaran , Rajawali Press, 2005
Chapter 15
Integrated Marketing
Communication Strategy
DASAR2 PEMASARAN
Minggu 14 & 15 Page
2
Marketing Communication Mix or
Promotion Mix
DASAR2 PEMASARAN
Minggu 14 & 15 Page
3


Product
s Design
Product
s Price
Products
Package
Stores that Sell
the Product
The Changing Communications
Environment
DASAR2 PEMASARAN
Minggu 14 & 15 Page
4
Two Factors
are Changing the Face of Todays
Marketing Communications:

Improvements in
Information Technology
Has Led to Segmented Marketing
More Narrowcasting

Marketers Have Shifted
Away From Mass Marketing
Less Broadcasting






















M
a
r
k
e
t

F
r
a
g
m
e
n
t
a
t
i
o
n

L
e
d

t
o


















M
e
d
i
a

F
r
a
g
m
e
n
t
a
t
i
o
n

The Need for Integrated Marketing
Communications
With Integrated Marketing Communications
(IMC), the Company Carefully Integrates and
Coordinates Its Many Communications
Channels to Deliver a Clear, Consistent, and
Compelling Message About the Organization
and Its Product or Service.
DASAR2 PEMASARAN
Minggu 14 & 15 Page
5
Elements in the Communication Process
(Fig. 14.2)
DASAR2 PEMASARAN
Minggu 14 & 15 Page
6
Steps in Developing Effective
Communication
DASAR2 PEMASARAN
Minggu 14 & 15 Page
7
Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
This ad for the Toyota Celica
may be able to cover the first
three stages of the buyer-
readiness stages: awareness,
knowledge, and liking.
There is no mention of
competitors, so it does not
seem to establish preference.
Steps in Developing Effective
Communication
DASAR2 PEMASARAN
Minggu 14 & 15 Page
8
Step 3. Designing a Message


Message Content
Rational Appeals
Emotional Appeals
Moral Appeals




Message Structure
Draw Conclusions
Argument Type
Argument Order




Message Format
Headline, Illustration,
Copy, & Color
Body Language


Designing a
Message
Content
The pi ctures andthe
slogan make this what
type of appeal?
Format
Thi slayout, al most like
a yearbookor photo
album, reinforces the
sentimental aspect
of this advertisement.
Click or press spacebar to return.
Is this ad making an emotional,
rational, or moral appeal, or is it
combining them? How much
do the personified cows
contribute to this ad?
Is the ad structured to let the
audience make a decision?
Is this an effective ad?
The same company puts lifelike
statues of cows, with this slogan,
into mall food courts. What
makes that practice effective?
Steps in Developing Effective
Communication
DASAR2 PEMASARAN
Minggu 14 & 15 Page
9


Nonpersonal Communication
Channels



Step 4. Choosing Media


Personal Communication
Channels



Step 5. Selecting the Message Source


Step 6. Collecting Feedback

Setting the Total Promotion Budget
DASAR2 PEMASARAN
Minggu 14 & 15 Page
10
Affordable
Based on What the
Company Can Afford
Objective-and-Task
Based on Determining
Objectives & Tasks, Then
Estimating Costs
Percentage of Sales
Based on a Certain Percentage
of Current or Forecasted Sales
Competitive-Parity
Based on the Competitors
Promotion Budget

One of the Hardest Marketing Decisions Facing a
Company is How Much to Spend on Promotion.
Setting the Promotion Mix
DASAR2 PEMASARAN
Minggu 14 & 15 Page
11
Advertising
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive
Personal Interaction, Relationship
Building, Most Expensive Promo Tool
Wide Assortment of Tools, Rewards
Quick Response, Efforts Short-Lived
Very Believable, Dramatize a Company or
Product, Underutilized
Nonpublic, Immediate, Customized,
Interactive
Promotion Mix Strategies
DASAR2 PEMASARAN
Minggu 14 & 15 Page
12

Strategy that
Calls for
Spending A Lot
on Advertising
and Consumer
Promotion to
Build Up (Pull)
Consumer
Demand.
Strategy
Selected
Depends
on:
Type of
Product-
Market &
Product
Life-Cycle
Stage

Strategy that
Calls for Using
the Salesforce
and Trade
Promotion to
Push the
Product Through
the Channels.