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 Â
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.
