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Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
PROBLEM WITH GLOBAL
ADVERTISING
Pertemuan 13
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
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PROMOTION AND INTEGRATION TOOLS:
• Traditionally, promotional activities include
advertising, sales promotions, and personal
selling activities. The sales promotion are
normally includes both sales and trade
promotions. Within the context of promotions,
some add direct marketing and public relations
programs as depicted in figure bellow:
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The Marketing Mix and Promotion Mix
(The Starting Point)
Product
Advertising
Price
Promotion
Sales
Promotion
Personal
Selling
Direct
Marketing
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Place
Public
Relations
5
MARKETING COMMUNICATION MIX
/PROMOTION MIXFIVE MAJOR PROMOTION TOOLS:
1. Advertising is the any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
although advertising is used mostly by business firms,
it also is used by a wide range of not-for-profit
organizations, professionals, and social agencies that
advertise their causes to various target publics.
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2. Sales promotion is the short-term incentives to
encourage the purchase or sale of a product or
service. Its main purpose is to stimulate immediate
action. Uses a variety of incentive for consumer and
trade-The primary strength of this is that it offers an
“extra incentive” for consumer to act.
Promotion has the power to influence behavior
because it offers the buyer superior value in the short
term.
ex. a McDonald’s Happy Meal purchase etc.
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3. Public Relations is the building good relations with the
company’s various publics by obtaining favorable
publicity, building up a good corporate image, and
handling or heading off unfavorable rumors, stories,
and events.
• used to create and maintain goodwill
and control a corporate / brand image.
• the use of information and the communication of
that information through a variety of media to influence
public opinion.
• Several strength, wide reach, credibility, flexibility and
relatively low costs.
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4. Personal selling is the personal presentation by the
firm’s sales force for the purpose of making sales
and building customer relationships.
5. Direct marketing is the direct connections with
carefully targeted individual consumers to both
obtain and immediate response and cultivate lasting
customer relationships—the use of telephone, mail,
fax, e-mail, the Internet, and other tools to
communicate directly with specific consumers;
(Kotler and Amstrong, 2004: 467).
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Direct Marketing
•
Strengths,
More targeted than other forms of marketing
communication
Ability to personalize approach; Results are
measurable All elements are testable Flexible.
•
Weaknesses,
Ineffective unless used as long term strategy
Poorly execute creates distrust and poor image
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