Integrated Marketing Communications (IMC) Di PT Halo Rumah Bernyanyi

: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer's targetting is overlooked before drafting the IMC plan

INTEGRATED MARKETING COMMUNICATIONS

Integrated Marketing Communications (IMC) tidak bisa lagi dilihat dengan sebelah mata. Bisa menjadi potential revenue generator. Strategi ini menawarkan efisiensi dan efektivitas yang tinggi jika dilakukan secara benar. IMC, suatu proses bisnis yang menggunakan perencanaan, eksekusi, koordinasi, dan pengukuran dari semua aktivitas komunikasi yang ditujukan kepada konsumen, karyawan dan pihak-pihak terkait lainnya. IMC bukan strategi komunikasi biasa. Di dalam IMC ada unsur pengenalan terhadap perilaku konsumen sampai ke arah perubahan strukturorganisasi perusahaan. Apa yang sebaiknya dilakukan agar strategi IMC anda sukses? IMC merupakan strategi pengelolaan komunikasi perusahaan guna menyelaraskan persepsi semua significant stakeholder. Kata Kunci : IMC, LED, potential revenue generator, one-way communications, two-way communications, billboard, good corporate citizen, brand imag

Integrated marketing communications

The purpose of this project is to review the history of marketing following World War II and the changes taking place in the societies and the marketplace. The last decade of the 20th century brought many changes to the marketplace. Some changes were attributed to the introduction and use of technology while others relate to the expansion of the global marketplace. Customer demands and competitive forces require changes in market strategies

Integrated marketing communications

The purpose of this project is to review the history of marketing following World War II and the changes taking place in the societies and the marketplace. The last decade of the 20th century brought many changes to the marketplace. Some changes were attributed to the introduction and use of technology while others relate to the expansion of the global marketplace. Customer demands and competitive forces require changes in market strategies

Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)

The main objective of this study is to examine the influence between integrated marketing communications toward marketing performances. In order to measure that, five dimensions of integrated marketing communications management which were interactivity, mission marketing, organizational infrastructure, strategic consistency and planning and evaluation were used. While, only one marketing performance dimension were used for marketing performances. Data were gathered through questionnaire survey on food and beverages small medium-sized enterprises in Northern Malaysia (Pulau Pinang, Kedah, and Perlis). Correlation and regression analysis were used to examine influence of between integrated marketing communications management toward marketing performance. The results indicated that all dimensions of integrated marketing communications management are not significant influence toward marketing performance. Moreover, the results showed that there is relationship between three dimensions of integrated marketing communications (interactivity, mission marketing, and organizational infrastructure) toward marketing performances. The findings from this study will help the small medium-sized enterprises to seriously look at the importance of integrated marketing communication to boost their marketing performances. It would be a promising topic to study IMC in Malaysian SMEs to find further insights and approaches to implement IMC efficiently. By undertaking this study, we can counter the rapidly changing integrated marketing communications environment effectively

Використання інтегрованих маркетингових комунікацій в забезпеченні туристичного бренду

В статье рассмотрена сущность интегрированной маркетинговой системы коммуникаций, а также определена необходимость ее использования в процессе формирования и продвижения туристического бренда. На основании полученных результатов разработана модель интегрированных маркетинговых коммуникаций (ИМК) развития бренда и определены современные подходы к ее использованию в обеспечении туристического бренда. Установлена роль использования системы интегрированных маркетинговых коммуникаций в усилении конкурентных позиций и преимуществ бренда туристической дестинации.У статті розглянуто сутність інтегрованої маркетингової системи комунікацій, а також визначено необхідність її використання у процесі формування та просування туристичного бренду. На підставі отриманих результатів розроблено модель інтегрованих маркетингових комунікацій (ІМК) розвитку бренду та визначено сучасні підходи до її використання в забезпеченні туристичного бренду. Встановлено роль використання системи інтегрованих маркетингових комунікацій у посиленні конкурентних позицій і переваг бренду туристичної дестинації.The article describes the essence of integrated marketing communications systems, as well as determined the need for use in the process of developing and promoting tourism brand. The study had the following objectives: define the concept of integrated marketing communications, establish the need for integrated marketing communications in the formation and promotion of tourism brand, develop a model of integrated marketing communications formation and promotion of tourism brand, identify key elements of the formation and promotion of tourism destination brand with an integrated marketing communications, determine the result of the formation and development of the tourism brand under the influence of integrated marketing communications. Based on these results was developed a model of integrated marketing communications (IMC), which includes the following elements: unique brand positioning in the tourism market set to promote tourism brand, optimize complex marketing communications. In the article was identifies current approaches to use in providing tourism brand. The role of the use of integrated marketing communications to improve their competitiveness and brand advantages tourist destination was installed, particularly, IMC transmit information about the brand to create attractive tourism product, the use of the IMC allows to create a model of strategic dialogue between the creators of tourist brand and its consumers directly, IMC - the process of managing the full range of communications, using the IMC formed the communication potential of the brand, IMC integrated and coordinated the formation of the system to maximize economic and social benefits for the implementation of brand program