Names : Dedy Fransisco

NIM : 11180607

MID TERM EXAM

1. Marketing communication is a form of communication made to strengthen marketing

strategies in order to achieve broad segmentation. So, it can be concluded that marketing
communications.
Conventional Marketing Interacts Less With Customers. The interaction between marketers
and consumers is more passive in traditional marketing. For example, commercials on print
and electronic media are one-sided where viewers can see the content but don’t have the
opportunity to give feedback or reply.
Digital Marketing Features Two-way Communication. Conventional marketing is a one-way
street where businesses advertise to customers with no way of gauging how they feel or
what they think. This type of marketing is very outdated and doesn’t provide customers
with the feeling that their voices are being heard. Online marketing, on the other hand, is a
two-way conversation between business and customer that allows for feedback and
engagement. This type of marketing fosters a more trusting relationship between company
and consumer.
2. IMC Explanation :

a. Advertising : Advertising makes use of multiple platforms and media channels to present

the brand message. Thus, by using the IMC approach in advertising, you can advertise a
singular brand message across different classes and social groups to achieve maximum
reach. Since this is one of the most expensive forms of marketing, an IMC approach can
provide the best ROI as well.
 b. Sales Promotion : For any form of sales promotion, such as a giveaway or a contest run
through an IMC approach, you can achieve a greater short term branding success. The
sole purpose of sales promotions is to draw attention towards a particular product or
brand. Thus, you can add this with a singular branding message that provides insight
into the brand values.
c. Personal Selling : With the help of personal selling, you can highly customize customer
and salesperson interactions to provide maximum customer satisfaction. Later stages of
marketing make heavy use of personal selling techniques. So, an IMC campaign can help
plan these techniques as well.
d. Public Relations : A brand often conducts workshops, competitions, and other events to
promote their presence. In such cases, the usage of a singular communication platform
that incorporates all the aspects of the brand is the best means of reaching out to the
target markets.
e. Direct Marketing : An IMC based email marketing campaign can generate brand
awareness alongside leads. This holds true for other forms of direct marketing such as
telecalling as well. So, with the help of an IMC based approach in targeted marketing,
you will be able to generate brand awareness regardless of lead quality.
f. Social Media Marketing : Social media based communication is one of the primary ways
through which a brand should reach out to its target markets. An IMC strategy will
ensure that all social media based content carries the core branding message.
g. Mobile Marketing : Smartphones and other smart devices are a perfect way to market a
brand to the new generations. Thus, by creating an integrated approach you can present
core brand values through mobile marketing.

For example, marketing strategies carried out by several startup applications in Indonesia
such as Tokopedia, Shopee, and Go-jek that use various marketing strategies such as
advertising, personal selling, sales promotion through online media, sponsorship, direct
marketing, community services and many more. The installation of advertising carried out
by the startup company is very concerned about the traffic crowd so that it is more widely
known by the public or through social media such as Instagram, TikTok, and Twitter. The
marketing strategy implemented also follows trends in the community. The marketing
strategy implemented also follows trends in the community. So, it can attract the attention
of consumers such as the three companies also collaborate with South Korean artists such
as BTS, Stray Kids, Twice, NCT, and many more.
3. Communication Process :
a. Startup : Communication is one of the vital components in supporting and determining
the development of a startup. With a flexible and adaptive work culture, communication
 follows a flexible work culture, because it is important in conveying ideas and business
plans.
b. Established Business : Business communication is something that needs to be built in a
business, because this will help smooth various affairs and interests in the business
itself. Business communication is an important process that will make work matters
smoother, so that everyone in the company can complete their work and responsibilities
as well as possible. Business communication itself is categorized as an applied science.
This business communication process will greatly affect various business activities that
are organized and involve several or many workers at once in it.
4. Telkomsel has shown us that by integrating many tools of marketing, Telkomsel can
successfully build their good image and raise awareness of public. Here we can see that one
of the most important aspect of marketing is to be attractive. For advertising, if an
advertising is not attractive, people will not be eager to see what the message is inside the
advertisement. However, in the cases of Sule’s advertising and Telkomsel’s billboard next to
XL, both also remind us that ethics in advertising is crucially important for it to be
successful.
There is no difference in the application of IMC, but in business ethics it is contradictory
because of the zero tolerance of Telkomsel. Respect competitors, appreciating and not
attacking competitors is a healthy way to compete. Competitors are not enemies, but
partners in competition. That's according to my view in reading the case study.
5. Marketing communication ethics is a set of values about good, bad, right and wrong in
marketing communications based on a set of principles and norms that marketers must
commit to in communicating, behaving and relating for the purpose of marketing safely.
In addition, marketing communication ethics can also mean thoughts or reflections about
morality in communicating to market goods or services, namely reflections on good, bad,
commendable, disgraceful, right, wrong, reasonable, appropriate, inappropriate actions
from the behavior of a marketer or marketer.
The following are several types of ethics in building ethical marketing communications :
a. Tailor messages to marketing targets. Marketing messages must address specific age
groups and groups. This will be more effective and appear more moral.
b. Be honest in advertising. Being honest in making an offer is very important so that
consumers are satisfied and feel not cheated.
c. Respect competitors. Appreciating and not attacking competitors is a healthy way to
compete. Competitors are not enemies, but partners in competition.
d. Not offensive. The marketing communication model must have rules that are not
allowed to attack a party. Marketers must pay attention to the norms, morals and do
not violate the rules.