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