History of Marketing Communication
Marketing communication developed in Roman times, because at that time people already had the awareness that good communication had a wide range and prioritized effectiveness rather than just through individuals or individuals. In addition, at that time the public already knew that if people did not know about the product, then they would not intend or pay attention to buying.
If they have no intention of buying, the exchange (buying and selling) will not take place and economic activity will stop. In subsequent developments, marketing communication is not only linked in the use of media, but includes increasing product acquisition and distribution, Prisgunanto, (2006).
Mid 18th century of Marketing Communication History
In the mid-18th century, a History marketer named Josiah Wedgwood established a sales promotion expansion program by sending gifts at Chinese dinners to European kings. In the end, this activity became a routine activity and became a dish of the palace tradition which was followed by the aristocrats and palace relatives, Prisgunanto, (2006).
The first person History to adopt the concept of marketing from sales research in 1906 was Butler of the University of Chicago. Taking the terms of his findings from the study of economics from the theoretical thinking of Ricardo and Adam Smith.
In its development in 1949, marketing was viewed more broadly, not only concerning the elements of sales, began to include various other elements. Borden in 1964 introduced his new concept of the marketing mix.
Integrated Marketing Communication (IMC) Concept
After that, the study of marketing communication History was known to many people after development and there were discoveries, it was known that marketing communication was multidisciplinary, Prisgunanto, (2006). The concept of Integrated Marketing Communication (IMC) emerged since 1980 where Levitt (1982) in his book Innovation in Marketing introduced the words coordination and integration in various promotional activities.
The company sees the importance of coordination and integration of various promotional elements and other marketing activities to communicate with its customers. To get a big effect, the company developed a total marketing communication strategy by implementing all marketing activities, not just promotions but also communicating with its customers.
Marketers are aware that consumer perceptions of a company or product brand are a synthesis of a set of contacts that consumers experience and messages received by consumers. So that all marketing elements ranging from the marketing mix which includes products, prices, distribution, and promotions, marketing events, publicity, websites, and other elements are coordinated and integrated into one integrated communication strategy. Integrated marketing communications are the impetus for the promotional mix elements, whether they are advertising; direct marketing, interactive / internet marketing, sales promotion, publicity / public relations or personal selling, combining disciplines consistently and clearly providing maximum communication impact.
Promotion has been defined as the coordination of all salesperson initiated efforts to establish information and persuasion channels to sell goods / services or promote ideas in a systematic effort to advance step by step. Integrated marketing communications play a very important role in the ability and capacity of companies to innovate and succeed fully in providing a competitive response through offering added value to their customers.
In the future, integrated marketing communications will become a necessity and not just an option for institutions in the world. Integrated marketing communication processes are very dynamic from a holistic point of view. The changing market and marketing environment is the driving force for the immediate implementation of integrated marketing communications.
Furthermore, with the development of information and communication technology, marketing communication must change the direction of new consumer-based information focused on an interactive approach. Integrated marketing communication as a general concept will be accepted as effective marketing, advertising departments and agencies are developing new innovation networks, media buyers, promotion managers, web master data bases and others in order to achieve long-term success.
An example of the direct impact of the growth of traditional advertising media
Some examples of the direct impact of the growth of traditional advertising media are the increase in the advertising budget of the company's products with the consideration that currently advertising on one television station is not enough to reach all of the company's target audience and the consideration that consumers always change television channels at the time of commercial breaks. or commercial breaks.
History Marketing Communication In the 2000s
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In the 2000s, the incessant use of product communication through television did not guarantee that the product would be absorbed quickly by the market. In the previous era, television advertising was indeed king in the marketing world, but now the 30-second form of advertising is experiencing a decline. In the United States, the mecca of the television world, ratings of prime time programs are starting to be abandoned as viewers watch television time decline. This trend is estimated not only to develop in Western countries, but also in developing countries, as technological developments affect television viewing habits. Trends like this are starting to reach other parts of the world and to overcome them marketers are increasing their budgets on all fronts. 75% of consumers make decisions and choose products when they are at the point of sale, so the attribute that attracts attention to the Point of Purchase (POS) that was previously neglected becomes important. Today's television advertising Communication is no longer sufficient in the sense that advertising agencies must understand this phenomenon in order to create strong POS material that will influence consumer decisions when shopping. This condition causes marketers to be selective in choosing effective and efficient advertising media in increasing brand equity and in increasing sales turnover as a result of effective marketing communications. |
Above The Line (ATL) and Below The Line (BTL)
In the world of advertising, there are two main types of advertising activities known as Above The Line (ATL) and Below The Line (BTL), Adiwiijaya and Djati (2009).
What is Above The Line (ATL)?
ATL is an advertising activity using mass media such as television, radio, newspapers, magazines and billboards to reach a broad target audience.
What is Below The Line (BTL)?
Meanwhile, BTL is an advertising activity using more specific media in reaching certain consumer groups, such as through distribution of brochures, product sampling, organizing certain events, etc. Changes in the characteristics of consumer behavior where currently consumers do not like to be "forced" to see advertisements and the ineffective use of traditional advertising media or ATL creates the concept of Integrated Marketing Communication (IMC) or what is known in Indonesian as Communication Integrated Marketing.
The importance of implementing IMC is well understood by producers and marketers in Indonesia. The share of the company's communication budget, which is generally dominated by ATL communication costs, has now begun to shift its portion to the allocation of communication costs for BTL. Marketers are starting to realize that a balanced combination of ATL and BTL communications can create an IMC that can have a bigger and stronger effect.
There are various ways that can be used by marketers in implementing IMC. One of the surefire methods that marketers are starting to use nowadays is by using a brand placement strategy. Brand placement strategy is the activities of placing certain brand names, products, product packaging, symbols or logos in a film, television show or other mobile media to increase the audience's memory of the brand and to stimulate purchase.
A brand placement strategy is a unique marketing communication strategy. If seen from the concept definition, this strategy can be classified in the BTL category but in the implementation in the field the brand placement strategy can reach a wide target audience like ATL activities.