Communication science exists in every area of life, including in marketing activities. Promotional activities, advertising, through communication media facilitate marketing activities to achieve the desired goals.
This book contains marketing communication lecture materials and will always be developed so that students can become business practitioners who have critical and advanced analysis. The main references in this book are Advertising written by Sandra Moriarty, et al, along with supporting references from various sources.
Table of Contents
CHAPTER 1. COMMUNICATION
A. Definition of Communication
B. Marketing Communications
C. Interactive Communication Model
CHAPTER 2. MARKETING
A. What is Marketing?
B. Main Marketing Concepts
C. Basic Marketing plan
D. Marketing Mix Component
CHAPTER 3. DIRECT MARKETING (DM)
A. Direct Marketing (DM)
B. Advantages and disadvantages of Direct Marketing
C. Direct Marketing Process
D. Direct Marketing Tools
E. The size of the Direct Response Evaluation
CHAPTER 4. SALES PROMOTION, OTHER PROMOTION TYPES
A. Promotion vs. Advertising
B. Sales Promotion
C. Cross-Border Promotion
D. Evaluation of Sales Promotion
CHAPTER 5. PUBLIC RELATION
A. Public Relation (PR)
B. Comparison PR and Advertising
C. Type PR Program
D. PR Planning
E. PR Goals and Strategies
F. PR Tools
G. PR Evaluation
CHAPTER 6. ADVERTISING
A. Definition of Advertising
B. Roles and Type Advertising
CHAPTER 7. REVIEW MEDIA
A. Media Basics
B. Print Media
C. Broadcast Media
D. Internet
E. Non-traditional Media
Objectives and Topics
This book aims to provide students with the foundational knowledge of marketing communications, equipping them with the critical analysis skills required to function as effective business practitioners. The work explores the integration of various communication channels to achieve strategic marketing goals.
- Foundational principles of communication and marketing theory.
- Direct marketing processes, tools, and evaluation metrics.
- Strategic use of sales promotions and public relations programs.
- Advertising roles and modern media planning techniques.
- Digital and non-traditional media strategies in current market environments.
Excerpt from the Book
A. Definition of Communication
According to Thedornson and Theodornson in Bungin (2014), communication is the dissemination of an idea, idea, attitude, or emotion of a person or group to another, especially through symbols (Sambas, 2015). Among the symbols used, language is the most appropriate symbol because language is a representative symbol of the thoughts or feelings of people. Language is a symbol capable of revealing past, present, and future events.
Communication refers to the way of giving, receiving and exchanging information by writing, visual or speech, consisting sender, message, encoding, media channel, decoding, receiver and response or feedback (Mohamad, 2015). Harold D. Laswell states that communication will run smoothly if there is an element who; which aims to know the person who controls the message, say what; material for analyzing the delivered message, in which channel; to speak the media channel used, to whom; to know audience, with what effect; related to the resulting message effect. For successful communication, the quality of the linkage of elements are important (Leitner, 2004)
Summary of Chapters
CHAPTER 1. COMMUNICATION: Defines core communication theories and the interactive model as the basis for understanding how information flows between marketers and consumers.
CHAPTER 2. MARKETING: Examines essential marketing concepts, including the marketing mix, product differentiation, and the strategic planning process.
CHAPTER 3. DIRECT MARKETING (DM): Explores multi-channel systems for direct interaction, detailing processes from objective setting to order fulfillment.
CHAPTER 4. SALES PROMOTION, OTHER PROMOTION TYPES: Distinguishes between promotion and advertising while detailing consumer and trade-focused incentive strategies.
CHAPTER 5. PUBLIC RELATION: Discusses the role of PR in managing organizational reputation and building relationships with key stakeholder groups.
CHAPTER 6. ADVERTISING: Covers the definition and diverse roles of advertising in the economy and society, highlighting the importance of creative execution.
CHAPTER 7. REVIEW MEDIA: Provides an overview of traditional and digital media channels, discussing the challenges of modern media planning and evaluation.
Keywords
Marketing Communication, Direct Marketing, Sales Promotion, Public Relations, Advertising, Media Planning, Consumer Behavior, Brand Identity, Digital Marketing, Marketing Mix, Interactive Communication, Branding, Market Segmentation, ROI, Promotional Strategy
Frequently Asked Questions
What is the primary focus of this book?
The book focuses on providing comprehensive lecture materials on marketing communication, designed to train prospective business practitioners in critical and analytical thinking.
What are the central themes of the work?
The central themes include the integration of various marketing communication tools, the role of media in messaging, and the strategic alignment of promotional activities with overall business goals.
What is the main objective of the author?
The primary goal is to help students understand the theoretical and practical aspects of marketing and communication, enabling them to effectively reach target audiences.
Which scientific or theoretical approach is used?
The text relies on a descriptive and pedagogical approach, synthesizing established academic frameworks like those from Sandra Moriarty and others to explain complex marketing phenomena.
What content is covered in the main body?
The main body covers a systematic progression through marketing foundations, direct marketing, sales promotions, public relations, advertising, and a detailed review of diverse media channels.
Which keywords best characterize the publication?
Key terms include Marketing Communication, Media Planning, Branding, Direct Marketing, and Sales Promotion.
How does the book differentiate between Advertising and PR?
The author distinguishes them by noting that advertising involves buying time and space for specific messages, whereas PR focuses on managing reputation and influencing gatekeepers to build long-term stakeholder trust.
What is the role of the Internet in the described marketing strategies?
The Internet is presented as a connected, interactive medium that facilitates "one-to-one" marketing, dialogue with consumers, and the use of diverse tools like social networks and blogs.
- Quote paper
- Veny Ari Sejati (Author), 2018, Marketing Communication, Direct Marketing, Public Relation and Advertising, Munich, GRIN Verlag, https://www.grin.com/document/428199
