Desain dan Pengelolaan Komunikasi Pemasaran Pertemuan VIII Afia R. Fitriati, BSc., MBA.

Desain dan PengelolaanKomunikasi Pemasaran

Pertemuan VIII

Afia R. Fitriati, BSc., MBA

Elemen-elemen Dalam Proses Komunikasi

SENDERSENDEREncodingEncoding DecodingDecoding

RECEIVERRECEIVER

MediaMedia

Message

FeedbackFeedback ResponseResponse

NoiseNoise

Masalah-Masalah dalam Penyampaian Pesan

Selective Attention

Selective Distortion

Selective Retention

Komunikasi EfektifStep 1. Identifying the Target AudienceStep 1. Identifying the Target Audience

PurchasePurchase

Conviction

Preference

Liking

Knowledge

Awareness

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

Message SourceExpertise,

Trustworthiness,Congruity

Step 3. Designing the MessageStep 3. Designing the Message

Message FormatLayout,

Words, & Sounds,Body Language

Message StructureDraw Conclusions

Argument TypeArgument Order

Message ContentRational Appeals

Emotional AppealsMoral Appeals

Step 4. Select Communications ChannelStep 4. Select Communications Channel

Nonpersonal CommunicationChannels

Personal CommunicationChannels

Step 5. Establish the BudgetStep 5. Establish the Budget

CompetitiveParity

Objective& Task

Affordable% OfSales

Step 6. Decide on Communications MixStep 6. Decide on Communications Mix

AdvertisingPublic, Pervasive, Expressive, Impersonal

AdvertisingPublic, Pervasive, Expressive, Impersonal

Sales PromotionCommunication, Incentive, Invitation

Sales PromotionCommunication, Incentive, Invitation

Public Relations & PublicityCredibility, Surprise, DramatizationPublic Relations & Publicity

Credibility, Surprise, Dramatization

Personal SellingPersonal Confrontation, Cultivation, Response

Personal SellingPersonal Confrontation, Cultivation, Response

Direct MarketingNonpublic, Customized, Up-to-Date, Interactive

Direct MarketingNonpublic, Customized, Up-to-Date, Interactive

Step 7. Measure ResultsStep 7. Measure Results

Step 8. Manage the IMC ProcessStep 8. Manage the IMC Process

Product Life-Cycle

Stage

Type of Product/ Market

Push vs. Pull

Strategy

Buyer/ Readiness

Stage

Faktor-Faktor Dalam Penyusunan Strategi Komunikasi Pemasaran