Integrated Marketing Communications Strategy

1. Define the five promotion mix tools for communicating customer value.

Integrated Marketing Communications consists of five tools that can be linked to communication, namely:

A. Advertising

Advertising is a form of impersonal mass communication that gives great control over the design and delivery of messages. The ability of announcements to influence targets to think and act in certain ways is still in question. Advertising flexibility is considered good because it can be used to communicate with a broad target, even though the costs are also very high (Sarastuti, 2017).

B. Sales promotion

Sales promotion is a short-term promotional activity to encourage the purchase of a product or service where the promotion is usually limited to a specific price period or a specific group although all three are simultaneously aimed at accelerating sales. are Buyers decision or motivation. Customers immediately use or buy more goods or services for each purchase and even create customer loyalty (Indriani, 2017).

C. A personal sale

A personal sale or person-to person sale is a form of face-to face communication in which salespeople target potential buyers and attempt to persuade them to purchase a companys products or services. Private sales are typically made by sales representatives who sell products directly to the target market (Setiyawan, 2017).

D. Public relations  

Public relations is a management function that assesses public attitudes identifies personal or organizational policies and procedures in the public interest and implements plans to increase public understanding and acceptance. So the great impact of PR on consumer brand recognition is such that PR activities are not limited to social services in the surrounding environment (Keke & Trisakti, 2018).

E. Direct marketing

Direct marketing is messages that are usually delivered directly to one specific person, messages can be prepared very quickly and can be customized to attract specific prospects. Direct marketing also uses direct communication methods by specifying target consumers to get an immediate response.

2. Discuss the changing communications landscape and the need for integrated marketing communications.

In accordance with the development of marketing communications technology, the communication process has also changed, such as the recent development of the internet. Marketing communications is to achieve three stages of change for consumer, these stages include:

A.Stage of Knowledge Change In this change the consumer becomes aware of the existence of the product and what the product is for eg. The message does not display any more important information about the product.

B.The second stage is the stage of changing attitudes, namely on consumer behavior. Attitude change is determined by three elements by Schiffman and Kanuk referred to as the three components of attitude change, viz. knowledge, attitudes and behavior. The desired attitude change is of course a positive attitude change, this positive change leads to the desire of consumers to try the product, the higher the product preference, encourage consumers to use (buy) it.

C.The third step is behavior change which aims to prevent consumers from switching to other products and continuing to use them. In the behavior change step, the purpose of the message is to show the reason why this product is still the best product compared to other products (Farahdiba, 2020).

Marketing communications can be recognized from the following developments that are happening around the world:

(1) the shift from traditional media to other media. Expensive and inefficient. Price competition between companies causes companies to choose advertising prices.
(2) media fragmentation leads to the emergence of smaller and more alternative media. direct mail and event sponsors.
(3) globalization causes corporate networks to replace retailers. With the help of scanner technology, buying behavior is identified and it is decided to use more effective advertising methods, ie. H. means of sales promotion
(4) marketing database development. Computers collect a variety of information about psychographics, demographics, geographic information, buying habits and media preferences. This information supports direct marketing methods aimed directly at the public.
(5) changes in buying media. Rising prices require greater discounts and tighter controls on media purchases (Gurmilang, 2015)

3. Outline the communication process and the steps in developing effective marketing communications. Steps in developing effective marketing communications

Outline the communication process

Communication is a very important thing in social life since humans were created by the Creator. Communication makes what is meant by one person understandable by another. Even the creation of an agreement due to communication. Individuals can become one, that is, understand what is conveyed by other individuals.(Tutiasri, 2016). In general, there are three stages to communication: source, message, and receiver. Sponsors, the author's own creations, and communication personnel can all be sources.(Lukitaningsih Ambar, 2013) Every communication needs to be targeted and properly integrated into programs. A company's efforts to engage customers and create profitable customer relationships must include effective communication, just as it is essential in creating and maintaining any other kind of relationship.(Kotler et al., 2020) Communication is also important in business activities, for example marketing activities. The goal of marketing communication is to inform the general public, particularly target consumers, about the existence of products on the market. Advertising (advertising), face-to-face selling (personal selling), sales promotion, public relations and publicity, and direct marketing are the five different methods of promotion (promotion mix).(National & Pillars, 2020).

Steps in developing effective marketing communications

The following measures can be taken to create effective marketing communications:

1.Identifying the target audience.
The first step to effective communication is to determine who is the target. (Nardo, n.d.)

2.Select channels.
One of the most important considerations facing management is the choice of marketing distribution channels. All other marketing choices will be influenced by the chosen channel. The corporation must actually choose or select the distribution channels to be employed in order to deliver goods and services from producers to consumers, as mistakes in the selection of distribution channels can impede or even prevent the distribution of goods or services.(Nurbaity, 2004)

3.Estabilish budget
After the advertising objectives are set, then the required advertising budget must be created. This job is not easy because the direct result of advertising is not like selling a product.(Milazzo et al., 2008)

4.Do Intense Interaction with Consumers
Consumer perceptions of reliability are based on experience, or rather, on a series of transactions or interactions that met their expectations for the quality and satisfaction of the products.(Meliana et al., 2013)

4. Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. Setting the total promotion budget and mix.

When a product is launched, the company's efforts are required to provide information to consumers about everything related to the product, including the name of the product, its advantages over other similar products, where the product is sourced from, and the manufacturer. of the product. This information is intended to remind consumers of the Company's products. All information about the product is packaged persuasively and oriented to the target audience in a form of communication called advertising. Advertising is product-related communication between producers and consumers, the purpose of which is to influence consumer behavior when consuming a product.(Wehalo & Zahara, 2015)
One component of marketing is advertising is one of the elements of marketing while marketing is communication and communication is also marketing or marketing.(Irmal, 2017). The objectives of advertising activities can be expressed both quantitatively (increasing sales volume) and qualitatively (creating a positive image of the company and its offerings). All of these goals can be achieved through promotional advertising, public relations, use of the brand, and participation in promotional events.(Felicia, 2010)
The objectives of advertising activities can be expressed both quantitatively (increasing sales volume) and qualitatively (creating a positive image of the company and its offerings). All of these goals can be achieved through promotional advertising, public relations, use of the brand, and participation in promotional events.(Felicia, 2010)

factors that affect the design of the promotion mix.

The marketing mix is a marketing strategy for disseminating information, introducing products or services, encouraging consumers to provide and even creating personal preferences for the product's image. Therefore, the marketing mix is considered as one of the most promising strategic elements in product marketing. The marketing mix strategy is: Product, price, promotion and location play a very important role, especially in conditions of increasingly fierce competition and developments in demand for goods. In today's highly competitive market, especially in the buyer's market, price and sales promotion play a very important role, especially in building customer loyalty and loyalty..(Philp, 2002)

The marketing mix which consists of product price location and promotion is one of the marketing strategy tools used to combine these factors to maximize the success of a companys marketing activities. It must be understood (Utami & Firdaus, 2018)

There are several factors to consider when setting sales goals that affect sales:

1. Internal factors; a) product or service quality b) services offered c) sales commissions given d) sales activities e) promotional activities f) price

2. External factors; a) Changes in consumers b) Emergence of new competitors c) Influence of psychological factors d) Changes or new actions in government policies e) Opportunities of competitors school(Tanjung, 2018)