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The IMC Planning Process, Positioning, Segmentation - Coggle Diagram
The IMC Planning Process
PART 3
STP
What is STP?
cara perusahaan
melakukan efisiensi
biaya pemasaran
Targeting
tahap setelah segmentasi
PART 2
COMPETITIVE ANALYSIS
Competitive Analysis
Competitive Frame
Communication Objective
promote new habbit
Product & Brand Essence
pricing positions and product
Marketing Background
Target Audience
consumer insights and who
Promise & Consumer Benefit
unique selling point
Tone & Manne
hype, emotional, celebration
Semua bagian Competitive analysis memiliki faktor Internal dan Eksternal
PART 1
COMMUNICATION RESEARCH
Research in IMC
Marketing Research
komunikasi pemasaran
Communication Research
riset komunikasi
Primary Research Approaches
Target Market Research
Product Specific Research
Consumer Oriented Research
Definition of Research
Identifikasi, pengumpulan, analisis, dan penyebarluasan informasi
Research Data
Data primer
data dari satu sumber penelitian
Data sekunder
data dari berbagai macam sumber
Marketing Research Objectives
ukuran pengenalan dan ingatan
Marketing Research Landscape
riset media dan riset pesan
PART 4
MARKETING COMMUNICATION OBJECTIVES
The IMC Planning Process
Marketing Communication Objective
Develop Brand Awareness
Increase Category Demand
Change Customer Beliefs or Attitudes
Positioning
menciptakan dan mempertahankan konsep produk
Segmentation
proses pengelompokan konsumen