Sibuea, Debbie Martha Novianti (2023) Implementasi Integrated Marketing Communications Dalam Mempertahankan Reputasi di PT. ISM Bogasari Flour Mills Surabaya. (Implementation of Integrated Marketing Communications in Maintaining Reputation at PT. ISM Bogasari Flour Mills Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Currently large companies and small companies use integrated marketing communications in conducting marketing communications. One of the big companies that has been established for 50 years, namely PT. ISM Bogasari Flour Mills Surabaya is the largest and the first wheat flour producer in Indonesia to implement integrated marketing communications to maintain its reputation, always winning the Top Brand Award (TBA) for the wheat flour category in 2008 and for 15 consecutive years being able to maintain its reputation. . Data collection techniques using observation, interviews, and documentation. Based on the research results, it can be interpreted that IMC through element 1. Advertising is carried out using three forms of advertising activities, namely above the line promotion, bellow the line promotion and digital promotion which aims to give brand massage to consumers. 2. Public Relations is implemented using Instagram and websites to establish long-term relationships with consumers. 3. Sales promotion implemented by website, shopee, lazada, Bukalapak and Tokopedia to carry out sales promotion activities. 4. Direct marketing using e-mail to send offers to consumers aims to establish relationships and consumers are more interested in the offers provided. 5. Internet sales are implemented with Instagram, YouTube, Twitter, website, Facebook, Shopee, Lazada, Bukalapak and Tokopedia by creating advertisements, selling products and disseminating information to consumers. 6. Personal selling is carried out using the existing customer relations team in each marketing area who can interact directly with customers both in providing information, services, offers. Keywords: Integrated Marketing Communication (IMC), Implementation, PT. ISM Bogasari Flour Mills Surabaya
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci: Integrated Marketing Communication (IMC), Implementasi, PT. ISM Bogasari Flour Mills Surabaya |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi |
| Depositing User: | 1151900156 Debbie Martha Novianti Sibuea |
| Date Deposited: | 18 Aug 2023 06:48 |
| Last Modified: | 28 Aug 2023 02:50 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/25730 |
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