Pusing! Apa sih bedanya promosi, iklan, sales, komunikasi pemasaran, pemasaran?? DOSEN MENJAWAB

Summary

This video script discusses the confusion between similar marketing terms, particularly in the context of communication. It aims to clarify the differences between concepts like advertising, promotion, marketing mix, and integrated marketing communication. The speaker uses examples to illustrate how these terms apply in various marketing strategies, emphasizing the importance of understanding each term's role in influencing consumer behavior and the creative aspects involved in marketing communication.

Takeaways

• 😀 The video aims to clarify confusion between similar terms in marketing communication.
• 📚 It discusses the difference between 'communication' and 'marketing', emphasizing that marketing is a broad concept involving the entire process of delivering a product or service to customers.
• 🗣️ 'Communication' in marketing is about the exchange of messages and does not necessarily aim to persuade, unlike marketing communication which is persuasive.
• 🎓 The script highlights that marketing communication is a specialized field focusing on persuasive communication strategies to influence consumer behavior.
• 🚀 It mentions the role of creativity in marketing communication, necessary for changing consumer habits and perceptions.
• 📈 The video explains 'Marketing Mix' (4Ps) as a component of marketing, distinct from 'Marketing Communication Mix' which includes various promotional tools.
• 🌐 'Integrated Marketing Communication' (IMC) is introduced as an approach that harmoniously integrates all aspects of marketing communication.
• 📊 The script differentiates between 'advertising', which is part of the communication aspect, and 'promotion', which is a broader concept within the marketing mix.
• 📱 It touches on 'personal selling' as a form of interpersonal communication within marketing, emphasizing direct interaction with customers.
• 📈 The video concludes by emphasizing the importance of understanding these terms for success in marketing and communication fields.

Q & A

What is the main focus of the video script?

The main focus of the video script is to clarify the confusion between similar terms in marketing communication, particularly for those who are not familiar with the differences and how to apply these terms in various contexts.

What does the term 'intergender' refer to in the script?

The term 'intergender' seems to be a misinterpretation or a typo in the script. It does not have a clear reference in the provided transcript and might be a confusion with another term.

What is the difference between 'communication' and 'marketing' as discussed in the script?

In the script, 'communication' is described as a broad process involving a range of activities from creating a product to delivering it to customers, while 'marketing' is a specific aspect of communication that involves persuasive communication about a product or service to facilitate exchange in the market.

What is the role of 'marketing mix' in the context of the script?

The 'marketing mix' is referred to as a set of tools or elements that marketers use to promote their product or service. It includes the 4 Ps: Product, Price, Place, and Promotion, which are strategic elements of the marketing plan.

How is 'marketing communication mix' different from 'marketing mix'?

The 'marketing communication mix' is a subset of the 'marketing mix' that focuses on the communication aspects, including advertising, personal selling, sales promotion, and public relations. It is concerned with how messages about a product or service are communicated to the market.

What is the significance of 'integrated marketing communication' mentioned in the script?

Integrated marketing communication (IMC) refers to the coordination and integration of all marketing communication tools, methods, and sources into a seamless program that will maximize the impact on customers and other stakeholders. It ensures that all messages about a brand are consistent.

What is the difference between 'advertising' and 'promotion' as discussed in the script?

In the script, 'advertising' is described as activities to purchase space or time on a platform to market a product with creative ideas. 'Promotion', on the other hand, includes various marketing mix tools and is used to create short-term incentives to stimulate sales.

What is the role of 'personal selling' in marketing communication?

'Personal selling' is a part of marketing communication that involves interpersonal communication to sell products or services directly to customers. It focuses on building relationships and persuading individuals or groups to make a purchase.

How does 'direct marketing' fit into the script's discussion on marketing communication?

Direct marketing is mentioned as a form of personal selling and a part of the marketing communication mix. It involves direct communication with consumers to generate an immediate response and involves methods like direct mail, email marketing, and telemarketing.

What is the importance of understanding the terms discussed in the script?

Understanding the terms is crucial for students and professionals in marketing communication to effectively plan and execute marketing strategies. It helps in differentiating between various marketing activities and choosing the right mix of communication tools.

How does the script suggest one should approach learning about marketing communication terms?

The script suggests that one should learn about marketing communication terms by understanding their definitions, differences, and applications in various marketing contexts. It emphasizes the importance of clarity and precision in using these terms.

Outlines

00:00

😺 Introduction to Marketing and Communication Terms

The speaker begins by addressing the confusion among friends regarding marketing terms, particularly in the field of communication. They aim to clarify the differences between terms like 'intergender' and 'marketing'. The script mentions the blending of terms in the Javanese language and the lack of understanding among students, even at the end of their semester, about the difference between these terms. The speaker intends to discuss the distinctions and importance of these terms in various contexts, starting with the larger concepts of 'knowledge' or 'information' and moving towards specific marketing strategies.

05:04

📈 Understanding the Spectrum of Communication and Marketing

The speaker delves into the spectrum of communication, emphasizing that communication does not necessarily involve persuasion but can be merely informative. They contrast this with marketing communication, which is inherently persuasive, aiming to exchange offers for products and services. The paragraph highlights the importance of creative and strategic messaging in marketing communication to influence behavior and habits, using the example of the shift in skincare trends and the subsequent emergence of mask-wearing due to pandemic influences. The speaker also touches on the concept of the marketing mix, which includes product, price, place, and promotion, and how promotion can be part of marketing communication.

10:04

🌐 Integrated Marketing Communication and Its Components

The final paragraph discusses integrated marketing communication (IMC), which involves harmonizing all aspects of the marketing mix to create a cohesive message. The speaker explains that IMC encompasses various communication channels, including advertising, personal selling, direct marketing, and sales promotion. They differentiate between advertising, which is about buying space or time to market a product, and promotion, which is about building relationships and persuading consumers. The paragraph also covers the distinction between personal selling and self-promotion, with the latter being more focused on communication. The speaker concludes by emphasizing the importance of understanding where these terms fit within the broader scope of marketing and communication studies.

Keywords

💡Marketing

Marketing is a broad concept that encompasses the activities a company undertakes to create, communicate, deliver, and exchange offerings that have value for customers, clients, partners, and society at large. In the video, marketing is discussed as a comprehensive process involving product creation, promotion, and distribution. It is distinguished from communication as marketing has a wider scope, including aspects like product design and service delivery.

💡Communication

Communication refers to the process of exchanging information, messages, or ideas between two or more parties. The video script highlights communication as a fundamental aspect of marketing, where it is not just about conveying information but also persuading the audience towards a particular product or service. It is a key component in marketing strategies, aiming to influence consumer behavior.

💡Integrated Marketing Communication (IMC)

IMC is a marketing approach that unifies and coordinates all the messages a company sends to its various publics to create a clear, consistent, and compelling message about the organization and its products. The script mentions IMC as a concept that integrates all aspects of the marketing mix to create a harmonious and unified voice, which is crucial for effective marketing communication.

💡Marketing Mix

The marketing mix, often referred to as the '4 Ps' (Product, Price, Place, Promotion), is a set of tactics that companies use to sell their products or services. The video script discusses the marketing mix as a foundational concept in marketing, which includes promotion as one of its elements, highlighting its connection to communication and persuasion.

💡Promotion

Promotion is one of the elements of the marketing mix and involves any activity that communicates the merits of a product or service to customers. The script explains promotion as part of the marketing mix that can include advertising, public relations, sales promotion, and personal selling, all aimed at informing and persuading the target audience.

💡Advertising

Advertising is a form of promotion that involves paying for a message to be communicated through various media channels. In the context of the video, advertising is discussed as a persuasive communication activity aimed at creating awareness and interest in a product or service, often using creative messages.

💡Personal Selling

Personal selling is a direct form of marketing communication where a salesperson interacts with potential customers to persuade them to make a purchase. The video script mentions personal selling as a crucial aspect of marketing communication, emphasizing the interpersonal skills required to effectively sell products or services.

💡Direct Marketing

Direct marketing involves communicating directly with consumers to generate an immediate response or transaction. The video script refers to direct marketing as a form of communication that seeks to establish a direct relationship with the consumer, often through personalized messages or offers.

💡Public Relations

Public relations is the practice of managing the spread of information between an individual or an organization and the public. In the video, public relations might be part of the broader communication strategy, aiming to shape public perception and build a positive image for the brand or company.

💡Product

A product is an object or system that is made available for use as a solution to a specific consumer need. The video script discusses the product as the central offering in the marketing process, which can include physical goods, services, or even ideas. The creation and promotion of a product are key aspects of marketing.

💡Service

A service is an intangible product that involves an action, benefit, or value that is exchanged for money. The video script mentions services as part of the marketing process, where they are created and delivered to satisfy customer needs, often requiring a different approach from physical product marketing.

Highlights

Introduction to the video's aim to clarify confusion between similar marketing terms.

The importance of understanding the difference between 'intergender' and other terms in marketing communication.

Explanation of how marketing terms are often mixed up in everyday language.

The video will discuss the differences and importance of various marketing terms.

The prevalence of confusion among students regarding marketing terms, especially near the end of their academic terms.

The necessity for graduates, even non-marketing ones, to understand basic marketing terms.

The distinction between 'communication' and 'marketing' as separate fields of study.

Marketing defined as a broad process involving a series of activities from product creation to delivery.

Communication described as the exchange of messages between a sender and receiver.

The difference between general communication and marketing communication, with the latter being persuasive.

The role of marketing communication in changing consumer behavior and habits.

The concept of the marketing mix (4Ps) and its components: Product, Price, Place, and Promotion.

The role of promotion within the marketing mix and its relation to marketing communication.

Explaining the term 'marketing communication mix' and its components such as advertising, interactive marketing, events, and direct marketing.

The difference between 'marketing mix' and 'marketing communication mix', highlighting their unique aspects.

The concept of Integrated Marketing Communication (IMC) and its goal to synchronize all marketing efforts into a harmonious whole.

The role of advertising within marketing communication and its purpose to promote products with creative ideas.

The difference between advertising and promotion, with a focus on their respective roles in marketing strategy.

The importance of understanding where each term fits within the broader scope of marketing communication.

The video concludes with a hope that viewers will now be able to differentiate between the discussed marketing terms.

Transcripts

halo halo teman-teman dalam video kali

ini saya akan menjawab kebingungan

teman-teman untuk membedakan

istilah-istilah yang hampir mirip dan

terutama ini dihadapi oleh teman-teman

di komunikasi pemasaran yang kemudian

mereka mencampur mawut candi mb ngambil

khan bahasa jawanya mencampuradukkan

istilah ini intergender beli gitu ya

pernah ini istilah-istilah yang berbeda

dalam judul video tadi saya sebut

istilahnya pusing gitu soalnya nggak

ngerti bedanya dan bagaimana menempatkan

istilah-istilah ini dalam ranah yang

berbeda-beda dalam video ini saya akan

membahas supaya teman-teman paham

bedanya apa kepentingannya di

pingin lebih next oke baik teman-teman

kucing banyak cukup sering terutama

kalau yang pada ujian-ujian gitu ya seru

ditanya oke kamu tahu enggak sih bedanya

iklan promosi komunikasi pemasaran

pemasaran sama marketing.mix kemudian

ditambah iklan habis itu apa bedanya abi

ahmad n situ tahu sing kita jumat lihat

buktinya bingung itu rata-rata jawaban

teman-teman yang udah di semester akhir

dan ditanyain bedanya ini enggak ngerti

itu padahal judul atau topik skripsi ini

adalah strategi komunikasi pemasaran

atau dengan pemilihan pemasangan dan

seterusnya jadi mereka sudah enggak

ngerti mereka itu ini istilah-istilah

sini returns ini digunakan secara

interview jadi kalau mereka bukan

lulusan komunikasi oke masalah jadi

mereka ngomongin segala sesuatunya es

promotion promosi-promosi lee

q save civic itu adalah iphone gitu ya

jadi saya mencoba menjadi sedikit

grammar nazi itu untuk menjelaskan ini

istilahnya ini mana sih sebanyak kita

bener nyampenya itu ya dan supaya kita

tahu dengan mudah ini sebenarnya apa

saya akan mulai dengan 2 istilah yang

paling besar dua istilah yang yang

paling gede gitu ya yang begitu of

knowledge atau pics of information itu

paling detik sampai dibikinin program

studi ngomong apa itu istilah dari yang

membingungkan tadi adalah communication

marketing atau pemasaran nah ini adalah

bgt lu kenapa lu coba pikir ada program

studinya loh program studi marketing

sendiri-sendiri of course kalau ini dua

hal ini diri sendiri berarti dua hal

yang gede dong banyak jadi kalau kita

bilang salah satu istilahnya ya

hai proses terus maksudnya banyak bukti

sudah nah ini akan kita bahas lebih jauh

sekarang saya kamu besok pagi itu

komunikasi dari pemasaran dulu eh

trendstime kita ya pemasaran itu

sebenarnya adalah sebuah proses dari

mulai produk itu ada ya jadi aktivitas

rangkaian dia proses tuh klinisnya

soviet itu tuh lihat itu itu bisa

involving orang kalau putri produk dan

tweet service itu bisa-bisa involving

orang mulai dari desain grafis mulai

dari kalau pangan mulai dari

bioteknologi jadi to create a product

and service itu butuh suatu apa ya

kisahnya divisi yang memang khusus

menciptakan produk dan servis itu jadi

marketing sendiri menjadi sebuah

rangkaian dari to click to

di medan sukabumi cake and to deliver

untuk menyampaikan dan kemudian

mempertukarkan to exchange satu

penawaran bagi pelanggan bagi klien

sebagai mitra bagi masyarakat ya bagi

semua jadi marketing it self itu adalah

sebuah konsep yang gede banget itu

makanya dia ada prodi sendiri

kadang-kadang tekan ada lobi atau ada

jurusan ciri-ciri di ekonomi ditetapkan

memang dia aspeknya luas banget itu not

only itu pemilik kepengin ikut is only

one aspect dan itu dispesifikasikan lagi

di jurusan atau penjurusan marketing

communication yang mana itu di

departemen sebelahnya communication nah

sekarang kita bahas communication

hai apa itu communication ya anda semua

kalau di lulusan komunikasi pasti tahu

ini adalah proses pertukaran pesan

antara komunikan caesar komunikator dan

komunikan jika gimana channel adanya

ciecie blablabla proses komunikasi nah

yang membedakan nanti dengan komunikasi

pemasaran adalah dia spektrum suaminya

jadi kalau kita bicara komunikasi is not

necessarily the persuit sebenernya

komunikasikan enggak belum mesti belum

tentu untuk mempersuasi bisa ajak hanya

to inform makanya ada komunikasi media

mastana media masakan cenderung memang

to inform aja gitu tuh it pabrik wenas

pupuk provide wacana sport gitu jadi itu

yang membedakan komunikasi ada sendiri

itu nah komunikasi pemasaran nah ada

kata pemasaran iblis ini berarti ada

aspek tadi ada penawaran pertukaran

terhadap suatu produk dan jasa

jadi ada disitu aspek yang penting yaitu

aspek komunikasi persuasif jadi apa

segitiganya sudah mulai spesifik lagi

kalau kita bicara komunikasi pemasaran

ia ngomongin soal komunikasi yang

sifatnya mempersuasi terhadap suatu

barang dan jasa supaya ini bisa bertukar

nih di pasar ya kan supaya lebaran

biasanya diisi dikomunikasikan terhadap

spesifik agen jadi ini makanya menjadi

jurusan yang lebih spesifik di

komunikasi tetapi aspek yang dominan

dalam komunikasi pemasaran adalah aspek

adi persuasi dan ada aspek dimana disitu

dia akan berfikir secara kreatif ya

strategic asupannya pesannya bisa

mempersuasikan persuasif enggak ganteng

loh kita berusaha merubah perilaku yang

akan kita berusaha mengubah pola pikir

kebiasaan misalnya dari awal anda

sebelum sekarang ada ini contohnya buat

ceweknya

hai sahabat cowok bisa nggak tahu

soalnya tapi kau cewek misalnya sekarang

skin care lagi beredar di soalnya kita

kalau skincer itu sekarang harusnya

master pada zaman dulu ya gitu kek

master tuh selnya rendah banget setahun

begitu ada knowing growing gitu ya

berwacana and blowing ini menjadi masker

menjadi satu elemen penting akhirnya

muncul bisnis-bisnis masuk untuk

produksi masker nah proses perubahan

perilaku dari orang ya pakai masker

menuju masker adalah sesuatu yang wajib

itu adalah proses perubahan perilaku

nitnot hidup itu makanya itu butuh

sparky dan butuh kreatif sore

kreatifitas kita nah disinilah

komunikasi pemasaran itu maksudnya

sekarang bedanya apalagi mbak sama

marketing mix

hai nah ini maket ini juga beda lagi

market ini kita ngebalikin the box yang

satunya sepamat saran nah marketing.mix

ini punya pemasaran dia ada empat peta

dian saya empat p7p 4s apa please rossa

iya price and promotion nah eh if

mungkin promotion ini bisa masuk dalam

aspeknya komunikasi karena promotion itu

adalah bagian untuk memberitahukan nya

tuh promo to inform super swag sambon

dubai nah ini mungkin bisa aspek ini

masuk ke komunikasi pemasaran tapi kalau

kita bicara 4p dia sebenarnya box di

prodi sebelah di-marketing kita karena

dia marketing.mix gitu tapi kita sebagai

orang di kompleks pemasaran pernah paham

apa itu marketing mix bikes mia farrow

kita tuh hybrid kita komunikasi ia

marketing iya gitu meskipun enggak

maafin secara keseluruhan dalam arti itu

fried thoughts here

kita tapi kitalah bisa nyicip kota nah

terus ada juga yang disebut marketing

communication mix nah ini balik lagi ke

sini the box yang satunya yaitu box

communication marketing communication

mix itu terdiri atas ada iklan nya kan

terus kemudian ada pemasaran yang

interaktif ya ada event ada biar disitu

mungkin ada orang tiang dilakukan karena

juga kok enggak bisa kok enggak masuk ke

punya kamu piara itu lebih ke

tradisional cuman gitu jadi ada harusnya

ini berkembang juga sendiri sebagai

sebuah apa ilmu juga bisa kau juga bisma

bahkan dia juga bisa berkembang menjadi

jurusan sebelah sebelahan ama komunikasi

pemasaran itu juga bisa gitu nah terus

ada direct dark marketing ya ada

personal selling nah itu communication

create marketing

hai yakni marketing mix marketing mix

remix tidak ya

hai marketing mix marketing mix ini

tidak ya itu ini dua boks yang berbeda

ini dua prodi yang berbeda ini ampuh

sebelah makam puspita ini beda gitu ya

jadi anda harus tahu nah sekarang kamu

ngomongnya satu lagi my mv itu apa nah

angin sini jadi mc memang singkatannya

adalah marketing communication

integrated marketing integrasi tapi

integrasi atau terpadu islam yaitu tidak

hanya menambah satu kata tetapi menambah

concert karena integrated marketing

communication gizinya gampangnya adalah

dia mengintegrasikan seluruh aspek dari

marketing.mix statis sehingga mereka

menjadi sebuah simponi yang menjadi

sebuah suara yang harmoni dan

terintegrasi ia penggunaan semua

tulisnya untuk suatu directx memiliki

yang sudah pasifik nah itu img ya oke

jadi itu tadi bedanya

kita liked

hai iphone bebas lagi iklan itu ada di

dalamnya komunikasi pemasaran nah

komunikasi pemasaran itu ada iklan-iklan

itu apa iklan itu adalah aktivitas untuk

membeli sebuah ruang waktu tempat atau

platform itu itu untuk memasarkan produk

kita dengan ide dengan baluran ide

kreatif dan sukses bebaskan iklan sudah

ada yang berkembang menjadi sebuah

hoodie kalau dia semakin banyak because

of information nya jadi kita bisa

memetakan seperti pohon yaitu tadi pohon

jadi ada dua pohon nih pohon pemasangan

nama pohon komunikasi komunikasi

pemasaran akan dominan di communication

nya tapi dia perlu paham tentang

marketing aspek dan juga kita nah

sekarang jadi kalau bedanya antara iklan

kemudian sama promosi bedanya apa nah

promosiin items yang dipakai di

marketing.mix di dalam promosi bisa

ada ikhwan tetapi sebelum ada iklan

payungmu adalah marketing communication

gitu jadi nanti bedanya iklan nah ini

gampang sebenarnya itu tuhan someone out

to make someone say goodbye my party in

your spare time ya jadi kita membangun

relationship yang bagus supaya orang

bisa ngomong bahwa kita bagus kalau

islam eh gue bantuin gue keren itu

gampang cuma harus tahun ini tahun ini

dipakai kapan dan dimana supaya nggak

campur mawut seperti biasanya yang

terakhir itu ada yang disebut sebagai

ponsel nah ini ada beberapa self ini

adalah penjualan kalau kita ngomong aja

dia akan masuk ke ranahnya marketing

karena dia penjualan tapi kalau kita

bicara self-promotion atau

ngomong style nah itu masuk di ranahnya

komunikasi pemasaran karena ada aspek

komunikasi yang sangat penting disitu

personal selling nya bagaimana kita

menjual secara pesona melakukan

pendekatan interpersonal itu punya siapa

ayo interpersonal ini komunikasikan

kemudian ada direct marketing misalnya

itu juga pendekatan interpersonal juga

jadi dia maksudnya itu sense promosiin

yang seperti apa self-promotion memang

cenderung hamesha jadi dia misalnya

kayak dia memberikan hal-hal yang

sifatnya nomor hidayah misalnya jadi

promosi penjualan aja kalau sales

promotion itu bisa punyanya marketing

communication bisa punyanya marketing

promotion itu hanya untuk sementara dia

bisa cuicon fast selling gitu netcell

apa nice ngabisin malam

cuman naik-naik market michellin gitu ya

pokoknya malem-malem midnight sale

sorenya itu ketemu dia midnight sale

kayak gitu naik bagian dari sel sperma

itu juga punya marketing nah dari orang

marketing itu belajar labsite 30

persennya komunikasi komunikasi ya orang

komunikasi pemasaran belajar komunikasi

tips-tips lain seperti pesen body

pesennya marketing jadi kita harus paham

dimana atau pembagian mana membedakan

istilah-istilah ini oke sehat dengan

video ini teman-teman kita membedakan

bekas luka berjuang semoga sukses dalam

bye bye