marketing communication dan brand awareness

marketing communication dan brand awareness

8 Pages · 2012 · 53 KB · English

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions Tujuan utama dari komunikasi pemasaran adalah untuk meningkatkan ekuitas merek sebagai cara perpindahan HUMANIORA Vol.3 No.1 April 2012: 215-222.

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Marketing Communication … (Dominikus Tulasi) 215 MARKETING COMMUNICATION DAN BRAND AWARENESS Dominikus Tulasi Jurusan Marketing Communication, Fakulty Economic and Communication, BINUS University Jln Kemanggisan Ilir III No 45, KemanggisanPalmerah, Jakarta Barat 11480 ABSTRACT The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketingmix elements While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked Brand awareness is the basic dimension of brand equity From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application Keywords: brand awareness, customer behavior, marketing communication ABSTRAK Tujuan utama dari komunikasi pemasaran adalah untuk meningkatkan ekuitas merek sebagai cara perpindahan pelanggan untuk mengambil tindakan yang menguntungkan terhadap merek–yaitu, mencoba, mengulangi pembelian dan, idealnya, setia terhadap merek tersebut Sebenarnya, meningkatkan ekuitas dan memengaruhi perilaku pelanggan tergantung pada penggunaan yang efektif dari semua elemen bauran pemasaran Sementara, kesadaran merek berkaitan dengan apakah nama merek itu terlintas dalam pikiran ketika konsumen berpikir tentang kategori produk tertentu, dan kemudahan dari merek tersebut Kesadaran merek merupakan dimensi dasar dari ekuitas merek Dari perspektif seorang konsumen, suatu merek tidak memiliki ekuitas, kecuali konsumen ini setidaknya menyadari merek ini Mencapai kesadaran merek adalah tantangan awal untuk merekmerek baru, sementara mempertahankan kesadaran merek tingkat tinggi adalah tugas yang berkelanjutan untuk semua merek mapan Faktanya, komunikasi pemasaran dapat memengaruhi kesadaran merek ketika semua alat bauran pemasaran dilakukan secara optimal dalam penerapannya Kata kunci: kesadaran merek, perilaku pelanggan, komunikasi pemasaran 216 HUMANIORA Vol3 No1 April 2012: 215222 PENDAHULUAN Merk atau brand memiliki arti sangat penting bagi semua organisasi, baik yang profit oriented maupun yang berorientasi nirlaba, termasuk perguruan tinggi Merk terkenal dipercaya dapat menghasilkan lebih banyak cash inflow bagi perusahaan atau institusi Demikian juga merk sebuah perguruan tinggi yang “kuat” harus dipertahankan untuk meraih “kesadaran” masyarakat akan merknya, sesuai target yang berorientasi kualitas (quality oriented) Di era globalisasi dan komunikasi interaktif saat ini, iklim persaingan ketat membuat manajemen perguruan tinggi harus tetap berupaya mempertahankan merek Mahasiswa yang aktif belajar pada perguruan tinggi, haruslah menjadi “corong” komunikasi bagi stakeholder perguruan tinggi Secara umum, komunikasi pemasaran atas suatu merek memiliki tiga tujuan utama yakni: membangun dan meningkatkan brand awareness, memperkuat, memperjelas dan mempercepat pesan suatu merek, menstimulasi dan memotivasi target calon mahasiswa untuk melakukan aksi mendaftar pilihan jurusan yang dikehendaki sebagai bagian dari promosi Komunikasi Pemasaran William Chitty etal (2008) mengatakan: “in order to understand what marketing communication means, it is necessary to examine its two basic parts: marketing and communications Marketing is the set of activities that organizations develop to transfer value, through exchange, to their customers Communication is a process that conveys shared meaning between individuals or between organizations and individuals” Secara lugas dapat kita katakan, organisasi ingin menunjukkan apanya dan mengatakan apa adalah gambaran tentang pesan (message), melalui media komunikasi yang tepat guna Jadi, komunikasi pemasaran berarti suatu proses dan konsep

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