KOMUNIKASI PEMASARAN (Komunikasi Bisnis)

Summary

This presentation from Group 4 discusses marketing communication, highlighting its importance in delivering information, persuading, and reminding consumers about products and brands. Key concepts include Kotler and Keller's definition of marketing communication, the marketing communication mix, and the steps in developing a marketing campaign. It also covers media types (paid, owned, earned, shared) and strategies like public relations, market expansion, and product development. Additionally, it addresses future challenges in marketing communication such as media fragmentation, information overload, and shifting consumer behavior, while emphasizing trends like digitalization and mobile marketing.

Takeaways

• 😀 Communication in marketing is about spreading information and influencing consumers to buy products or services.
• 👥 The main purpose of marketing communication is to communicate with the target audience, promote sales, and solve customer problems.
• 📚 According to Kotler and Keller, marketing communication is a way for companies to inform, persuade, and remind consumers about the products and brands they offer.
• 🎨 The marketing communication mix includes advertising, sales promotion, public relations, direct marketing, digital marketing, and personal selling.
• 🌟 Effective marketing communication plays a crucial role in shaping brand equity and improving the effectiveness and efficiency of sales.
• 🚀 Developing a marketing campaign involves identifying the audience, setting communication goals, designing the message, choosing communication channels, setting a budget, deciding on the communication mix, and measuring results.
• 📺 In marketing communication, there are various media types: Paid Media (EMP), Owned Media, Earned Media, and Shared Media.
• 🔄 Marketing Public Relations (MPR) integrates a company's mission with organizational targets, considering internal and external strengths to formulate appropriate policies and strategies.
• 🌐 Strategies for market expansion include penetration, market development, product development, and diversification.
• 📈 Future challenges in marketing communication include media fragmentation, information overload, and changing consumer behavior.
• 🌟 Trends in the future of marketing communication include digitalization, social media usage, and mobile marketing.

Q & A

What is the general definition of marketing communication?

Marketing communication is the activity of spreading information and influencing consumers to buy products or services. Its main goal is to communicate with the target audience and address customer issues.

According to Kotler and Keller, how is marketing communication defined?

Kotler and Keller define marketing communication as how a company informs, persuades, and reminds consumers about the products and brands they offer, either directly or indirectly.

What are the main elements of the marketing communication mix?

The main elements include advertising, sales promotion, public relations, direct marketing, digital marketing, and personal selling.

Why is marketing communication important in brand equity and sales efficiency?

Marketing communication helps build brand equity by enhancing the brand’s reputation and awareness. It also drives sales efficiency by creating effective promotional strategies that resonate with the audience.

What are the steps involved in developing a marketing communication campaign?

The key steps include identifying the target audience, setting communication objectives, designing the message, selecting communication channels, setting a budget, deciding on the communication mix, and measuring results.

What are the three types of media used in marketing communication?

The three types of media are paid media (advertising space paid for by the company), owned media (channels controlled by the company like websites or social media pages), and earned media (publicity gained through non-paid efforts like word of mouth).

What is marketing public relations (MPR), and what strategies does it involve?

MPR integrates a company's mission with organizational goals, using both internal and external strengths to formulate policies and strategies. It includes strategies such as publicity through mass media to build public trust.

What are the 'PENCILS' elements in marketing public relations (MPR)?

The 'PENCILS' elements are Publication (printed and digital communication), Event (organizing events to attract media and public attention), News (positive company news published in mass media), Community involvement (participation in social activities), Identity media (using visual elements to build a strong company image).

What are the four main market expansion strategies according to Ansoff's matrix?

The four strategies are market penetration (increasing market share through promotion, price cuts, and distribution), market development (finding new markets for existing products), product development (creating new or improved products for existing markets), and diversification (entering new markets with new products).

What are some future challenges and trends in marketing communication?

Key challenges include media fragmentation, information overload, and changing consumer behavior. Emerging trends include increased digitalization, greater use of social media, and a focus on mobile marketing.