Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi

Jurnal ILMU KOMUNIKASI

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Field Value
 
Title Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi
 
Creator Rismayanti, Rebekka
 
Subject

 
Description Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran
 
Publisher FISIP Universitas Atma Jaya Yogyakarta
 
Contributor
 
Date 2017-01-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion


 
Format application/pdf
 
Identifier https://ojs.uajy.ac.id/index.php/jik/article/view/835
10.24002/jik.v13i2.835
 
Source Jurnal ILMU KOMUNIKASI; Vol 13, No 2 (2016); 253-266
2548-8643
1829-6564
 
Language eng
 
Relation https://ojs.uajy.ac.id/index.php/jik/article/view/835/771
 
Coverage


 
Rights Copyright (c) 2016 Jurnal ILMU KOMUNIKASI
http://creativecommons.org/licenses/by/4.0
 

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