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Seni Soniansih
Marketing Communication
Writing With Love For Student and Business Practitioners
Seni Soniansih is a young researcher at Syarif Hidayatullah State Islamic University Jakarta. Experienced in the field of social and communication sciences, especially for business purposes. She has experience as an expert staff of the People's Representative Council of the Republic of Indonesia (DPR RI) and has a business in the communication and culinary fields. Seni Soniansih also develops social foundations in the education and social fields. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love.
Triple Nine Communication Press
Singapore 2021
Copy Right
Marketing Communication
Writing With Love For Student and Business Practitioners
© Triple Nine Communication Press
Singapore 2021
81 pages, 8.5 inch x 11 inch
ISBN : 978-1-6671-4404-7
Author : Seni Soniansih (Indonesia)
Editor : Adriana Assyami (German)
Layout : Alex Norish (German)
Photo Cover : Lukas (Czech republic)
Cover Design : Alejandro Gonzalo (Spain)
Translator : Lilik Sumarsih (Indonesia), Alejandro Gonzalo (Spain)
Photos and Illustrations :
Alex Andrews (England),Alexander Suhorucov (United Arab Emirates), Andrea Piacquadio (Hungary), Artem Beliaikin (Russia), Cristian Rojas (Mexico), Dominica Roseclay (Poland).
Published on 27 May 2021
In Singapore
By
Triple Nine Communication Press
No 7 Temasek Boulevard#12-07
Suntec Tower One
Singapore, 038987
Singapore
Website : tripleninecommunication.com
Email : hello@tripleninecommunication.com
Distributed by Triple Nine Communication and partners.
Note : It is prohibited to quote or reproduce part or all of the contents of this book in any way, without the written permission of the publisher. This book is distributed to 100 countries on 5 continents (ASIA, EUROPE, AMERICA, AFRICA, AUSTRALIA) with various publishers and partner distributors. You may find and purchase this book with the triple nine communications partner publisher in your country. You may also find this book published with a different ISBN from the official publications in Singapore because partner publishers publish with different versions and with different ISBNs.
Foreword
This book is the result of my learning as a writer. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love.
This book discusses 4 important chapters in communication marketing, namely:
Chapter 1. Introduction
Chapter 2. Organizational Communication
Chapter 3. Marketing Scope
Chapter 4. Marketing Communication Strategy
Chapter 1 introduces what is communication, marketing, and marketing communication. Chapter 2 focuses more on the communication model and understanding of communication. Chapter 3 focuses on understanding marketing and chapter 4. discusses what is a communication strategy and strategy.
I hope that this book will be of benefit to readers.
Best regards
Seni Soniansih
Chapter 1. Introduction
Communication Illustration, Photo by Alex Andrews from England
Marketing communications allow small businesses to develop avenues for reaching and interacting with customers. Maintaining communication connections creates avenues for promoting products and services and building brand awareness. Every form of contact you have with a customer the more you build your relationship, which can result in greater overall revenue and business security (Köves & Király,2021). Marketing is an inseparable part of the economic system in modern society. Marketing using marketing communication has developed today to become a very important communication system not only for producers of goods/services but also for consumers. The ability and method of promotion in conveying information to consumers are important and influence the success of marketing and the formation of a company's branding. So the role of marketing communication in managing a company is very important, especially with the increasing business competition in all business sectors. This makes the company obliged to foster communication and relationships with its customers so that it can survive/retain and be loyal to the products/services offered by the company. Therefore, marketing communication is no longer a burden on the thinking of the marketing division but becomes the duty and responsibility of all divisions within the company.
That said, marketing communication is part of a business solution and not just a marketing solution. Furthermore, the tight business competition situation, technological developments, and changes in consumer behavior prompted the company to immediately implement integrated marketing communications. Marketing communication has a key role in shaping a brand image and increasing sales of a brand. The brand placement strategy is one of the strategies in integrated marketing communications. This strategy is considered more effective than the advertising communication strategy through television media. The concept of a brand placement strategy has been around for a long time and continues to evolve along with the development of human civilization. By studying, understanding, and implementing these strategies, the company can maximize its resources to achieve marketing communication goals effectively and efficiently.
The media element in communication has attracted a lot of attention, because it has a lot of influence on the development of communication, both as a social process and as a science. Several experts have conducted studies on the media, especially mass media, from various aspects. The presence of the media, especially mass media (press, film, radio, and television) as a result of advances in science and technology, has had an influence on the operational process of communication, especially on other elements of communication. In addition, the media has made communication in several types, such as persona communication, mass communication, mass-media communication, and so on. Mass media have also increased the intensity, speed, and reach of communication with considerable social influence (Arrigo et al,2021).
Never before in world history has communication been carried out by mankind so widely and rapidly before the existence of press, radio, and film. Even these tools have become inseparable from the life of this century. It feels like modern life can no longer be thought of without the press, radio, film, and television. Therefore, the influence and effects on people's lives are also large and complex. In fact, the problem of the media, especially the mass media, cannot be overlooked and needs to be explained separately. It should be explained that the study of media in Communication Science is not a study of technical and mechanical matters. Because Communication Science is a social science, then naturally the study of it is only limited to the social and psychological aspects, in relation to other elements in the overall elements of communication. This includes the issue of how the influence and effect of the contents of the statements conveyed by these tools on the public or society and of course it becomes an important issue of how the use, ownership, role, function, position, obligations, and responsibilities of mass-media social or community.
Communication Illustration, Photo by Andrea Piacquadio from Hungary
Communication is a basic human activity. By communicating, humans can relate to each other both in their daily lives in the household, at work, in the market, in society, or wherever humans are. There is no human being who will not be involved in communication. Communication is very important for human life. The development of human knowledge from day to day because of communication. Communication also forms a social system that needs each other, therefore communication and society cannot be separated (Reh et al ,2021). Communication is an important part that cannot be separated from human life as a social being. Etymologically, the word communication comes from the Latin "communicate" which means "to convey". According to the origin of the word, the meaning of communication is the process of conveying meaning from one entity or group to another through the use of signs, symbols, and semiotic rules that are understood together. From this explanation, it can be understood that the notion of communication is an activity of delivering information, be it messages, ideas, and ideas, from one party to another which is carried out directly or indirectly. In practical terms, communication is understood as the process of delivering information or messages by a communicator to the communicant through certain means with certain goals and impacts.
Communication is becoming increasingly important, especially in achieving organizational goals. Communication is one of the factors/determinants and also as a driving force to realize the goals of the efforts that will be and have been carried out. For this reason, in achieving these goals, each organization must be able to regulate all processes of communication activities so that the expected results can be more optimal. Communication can be defined as the process of delivering information, ideas, emotions, skills, and others through the use of symbols such as words, pictures, numbers, and others.
Communication is the process by which an idea is transferred from the source to one or more recipients, with the intention of changing their behavior. Communication also involves a process of running a series of actions or events that occur sequentially and are related to one another within a certain period of time. As a process, communication is not static but dynamic in the sense that it will always change and take place continuously. Communication is an activity that is important to be carried out by humans as a condition for the establishment of social relationships in order to survive in life. Not only humans, but animals also communicate with their fellow species using their own communication methods.
Communication is the process of creating and sharing ideas, information, views, facts, feelings, among people to achieve a common understanding. A manager may be highly qualified and skilled, but if he does not have good communication skills, all of his abilities are irrelevant. A manager must communicate his direction effectively to his subordinates to get their job done properly. In general, the notion of communication is an activity to convey information, be it messages, ideas, and ideas, from one party to another. Usually, this communication activity is carried out verbally or verbally so that it makes it easier for both parties to understand each other. Meanwhile, communication does not occur without going through a process. The communication process usually begins with the material brought up by the speaker which is then accepted by the recipient.
Thus, communication is a process that involves many factors or elements. The factors or elements in question include: may include actors or participants, messages (including form, content, and delivery method) channels or tools used to convey messages, time, place, results or consequences that occur as well as situations or conditions at the time. ongoing communication process. Communication is also a field categorized into management science which specifically discusses communication management functions between organizations/institutions and the public as its target audience so that the goals of an organization can be achieved effectively and efficiently.
Marketing Illustration, Photo by Artem Beliaikin from Russia
A product that is produced through the production process is of course for commercial purposes or to be sold to consumers in order to make a profit. The activity of selling products that have been produced from the production process is called product sales. Because here, the entrepreneur will continue to carry out production activities as long as these activities are profitable or profitable. Basically, the main orientation of a producer in production activities is to produce the best possible product and get as much profit as possible. In this activity, consumers have a normal tendency not to buy products that are not important.
All businesses must have dreams of being able to grow rapidly. All companies hope that their transaction or revenue targets will be achieved. So, to achieve that, you need something called marketing. Marketing is the activity of promoting and selling products/services. There is a long process in determining who the target of the promotion will be and what the promotion will look like. In this way, the business can promote its products/services more effectively. It is undeniable that all companies will carry out marketing activities which will later be realized in creating the best and quality products to meet market demand. Furthermore, here are some definitions of marketing. Marketing is figuring out what the customer wants and adapting the company's products to meet those requirements, and in the process making a profit for the company. Marketing is the science and art of exploring, creating, and providing value to meet the needs
Impressum
Verlag: BookRix GmbH & Co. KG
Tag der Veröffentlichung: 04.07.2021
ISBN: 978-3-7487-8732-7
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