publication . Article . 2017

Integrated Marketing Communications (IMC) Di PT Halo Rumah Bernyanyi

Rebekka Rismayanti;
Open Access English
  • Published: 20 Jan 2017 Journal: Jurnal Ilmu Komunikasi (issn: 1829-6564, eissn: 2548-8643, Copyright policy)
  • Publisher: Universitas Atma Jaya Yogyakarta
Abstract
<jats:p>Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Ke...
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doi: 10.24002/jik.v13i2.835
Subjects
free text keywords: Communication. Mass media, P87-96, Integrated marketing communications, Advertising, Business, Marketing strategy, business.industry, Cannibalization
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