STRATEGY OF INTEGRATED MARKETING COMMUNICATION TO INCREASE BRAND AWARENESS IN MILLENIAL GENERATIONS

  • Naufal Mamduh Universitas Mercu Buana, Indonesia Jl. Raya Meruya Selatan, No. 01, Kembangan, Jakarta Barat
  • Inge Hutagalung
DOI: https://doi.org/10.53555/sshr.v5i12.4044
Keywords: Millennial generation, Integrated Marketing Communication, Brand Awareness

Abstract

The focus of this research is the Integrated Marketing Communication (IMC) strategy related to brand awareness among the millennial generation. The research approach is qualitative with case study method and the research paradigm is constructivism.The results showed that the IMC strategy related to brand awareness among the millennial generation followed the behavior of millennial generation consumers. Company applies the six IMC components in marketing activities through retail and online as well as applies the AIDDA message processing model. The communication pattern of the millennial generation in processing messages from company's IMC strategy due to brand awareness occurs in digital and conventional spaces. The interesting components of IMC are sales promotion, personal selling and publicity.The constraints in implementing IMC strategy from the producer side are that millennial generation consumers prefer online shopping and have difficulty accessing smartphone credit services. Meanwhile, from the consumer side, constraints occur in the application of personal selling and advertising which is not optimal.

Downloads

Download data is not yet available.

References

Anas, D. S. (2019). Strategi Integrated Marketing Communication Dalam Peningkatan Brand Awareness. Jurnal IKON, 23(2), 84–93. repository.upi-yai.ac.id

Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw Hill.

Blakeman, R. (2007). Integrated Marketing Communication: Creative Strategy From Idea To Implementation. Maryland: Rowman & Littlefield Publishers.

Budiati, I., Susianto, Y., Adi, Ponco, W., Ayuni, S., Reagan, Asri, H., Larasaty, P., Setiyawati, N., Pratiwi, Ira, A., & Saputri, Gigih, V. (2018). Statistik Gender Tematik: Profil Generasi Milenial Indonesia. Jakarta: Kementerian Pemberdayaan Perempuan dan Perlindungan Anak.

Desi, Presiana, Y., dan Helena, M. (2017). Implementasi Integrated Marketing Communication (IMC) Dalam Memperkuat Brand Swaragama Group Yogyakarta. Jurnal Ilmiah Manajemen Informasi Dan Komunikasi, 1(1), 34–41. http://ojs.mmtc.ac.id/index.php/jimik/article/view/47/24

Khizar, Nida; Farooqi, Saira; Rehmat, Maryam; Naz, Farah. (2016). Effect of Integrated Marketing Communication Components on Brand Awareness and Customer Loyalty in Beverage Sector. Journal of Commerce, Economics, and Social Science, 10(2).

Kotler, P., and Keller, K. (2009). Marketing Management. New Jersey: Pearson Education Inc.

Kotler, P., and Armstrong, G. (2012). Principles of Marketing. Upper Saddle River: Pearson Prentice Hall. https://doi.org/10.2307/2548367

Krypton, A. (2018). Strategi Peningkatan Brand Awareness Mobile Ticketing Apps melalui Metode Integrated Marketing Communication. Jurnal Sosial Humaniora Terapan, 1(1), 41–50.

http://journal.vokasi.ui.ac.id/index.php/jsht/article/view/21/6

Hutagalung, Inge. (2016). Selective Exposure And Consumer Behavior-Interpretative Phenomenological Analysis in Consumer Behavior of Z Generation Adolescent on The Ad Information of Smartphone Selection. International Journal of Organizational Innovation, 9(2).

Percy, L. (2008). Strategic Integrated Marketing Communications: Theory and Practice. In Elsevier inc. New York: Butterworth Heinemann.

Peter, J. P., and C.Oslon, J. (2010). Consumer Behavior & Marketing Strategy. Nineth Edition. New York: McGraw-Hill Irwin.

Ramli, Yanto; Soelton, Mochamad. (2019). The Mi Llennial Workforce: How Do They Commit To The Organization? International Journal of Business, Economics and Law. 19(5), 7-18.

Sugiyama, K., and Andree, T. (2011). The Dentsu Way. New York: McGraw Hill.

Świtała, M., Gamrot, W., Reformat, B., & Bilińska-Reformat, K. (2018). The influence of Brand Awareness and Brand Image on Brand Equity-an Empirical Study of Logistics Service Providers. Journal of Economics and Management, 33(3), 96–119. https://doi.org/10.22367/jem.2018.33.06

Wang, Tien-Chin Wang; Ghalih, Muhmmad; Porter, G Andrew. (2017). Marketing Public Relations Strategies to Develop Brand awareness of Coffee Products. Science Journal of Business and Management, 5(3).

Published
2020-12-23
How to Cite
Mamduh, N., & Hutagalung, I. (2020). STRATEGY OF INTEGRATED MARKETING COMMUNICATION TO INCREASE BRAND AWARENESS IN MILLENIAL GENERATIONS . IJRDO - Journal of Social Science and Humanities Research, 5(12), 01-08. https://doi.org/10.53555/sshr.v5i12.4044
Issue
Vol. 5 No. 12 (2020): IJRDO - Journal of Social Science and Humanities Research (ISSN: 2456-2971)
Section
Articles

Copyright (c) 2020 IJRDO - Journal of Social Science and Humanities Research (ISSN: 2456-2971)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties, and that the Article has not been published elsewhere. Author(s) agree to the terms that the IJRDO Journal will have the full right to remove the published article on any misconduct found in the published article.