In operational marketing communications companies have an essential role, as Philip Kotler & Kevin Lane Killer inside an organization or marcom agency Indonesia company includes a role to supply information, persuade, remind the con- sumen – directly or indirectly – in regards to the products and brands sold. Marketing communications carry out many functions towards the consumer as well as target market mainly telling and showing how and why the merchandise has been used, who the target marketplace is, where so when the merchandise can be acquired. The marketing communications environment in accordance with the event of communication technology processes has also changed, as has got the recent rise of international development. In fact this also will affect consumers in obtaining information an item.
Marketing communications can shape brand equity and product sales. It‘s said by Kotler & Keller, in the event of the marketing communications environment that changes very quickly marketing communication through advertising isn‘t the only or perhaps the foremost important in shaping brand equity and driving sales, but through integrated marketing communications mix can increase equity And selling sales, even using the widespread of the communication can reach a wider market.
Additionally there is no less important we all know is Integrated Marketing Communication. This has an enormous hand that will make a brand a surface of mind from consumers. Why? Because the aim of Integrated marketing communication usually is to raise the very best return of investment (ROI ) and a robust and high brand. Additionally, There‘s also entrepreneurs that have recently used this concept, since the scope is extremely wide. Starting coming from the effectiveness, efficiency, investment and thus forth that includes time, cost, and coordination of communication involving the brand or company.
Integrated Marketing Communication Theory itself is really a concept found in Don Schultz’s book inside the 1980s, although today the concept is widely catapulted by experts with different viewpoints. However, this concept helps to integrate the entire communication message both inside the above the line and below the line programs. Therefore, this concept becomes the equivalent medium for improving the recall process upon the brand.
The very first reason that will make Integrated Marketing Communication obtain a positive response, because this concept can result in strong perceptions, images, and brands where consumers have a robust relationship using the brand they use. Communications media is extremely diverse and lots of choices due to the rapid development of technology. Not simply television advertising, print media, radio, and outdoor media only. However, media such like the internet, short message service (SMS), video, call center, and various other events, has grown to be another alternative in the planet of communication. Therefore, effective and proper integration is necessary for managing and implementing communication.