STRATEGI KOMUNIKASI PEMASARAN PLAZA TOYOTA CABANG TENDEAN JAKARTA SELATAN
Abstract
Communication has a significant role in marketing a product or service either in advertising, interactive/internet marketing, public relations, sales promotion, personal selling or direct marketing, this integration is usually called promotional mix or IMC (Integrated Marketing Communication).
Research is purposed to answer a few question of marketing communication strategy at Plaza Toyota Tendean Branch in South Jakarta during promotion of “All New Avanza” Period of 2011-2012, where the question is about what most dominant of marketing communication forms shall be used and what kind of factors that give an influence in policy of decision making of integrated marketing communication selected.
The results shows that marketing communication strategy design process of “All New Avanza” has systematically run to follow the planning process which had been defined by company. Whereas, the most dominant marketing communication forms to be applied in promotion activity of “All New Avanza” period of 2011-2012 are consist of direct marketing, sales promotion (by hand out a leaflets, brochures, catalogues, discounts and prizes such as free (washing extra, free service, free car accessories), held an exhibition at business centre (mal, apartment, offices) in big city of Jakarta, and open house-showroom event. Marketing communication of decision making policy were selected towards budged efficiency, human resource, and competitor analysis.
Keywords : Marketing Communication
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