Bulletin No. 15 | May – June 2003
MARKETING
The Trend Towards Marketing PR
- A challenge to brand loyalty
In a new paradigm, there are nothing more myths such as ‘brand loyalty’ customers. Since people care more for quality of product and efficiency of spending, marketing communication should be more strategic than it used to be.
The 12 marketing communication tools (word of mouth – advertising – public relations – sales promotion – point of purchase – packaging – exhibition – sponsorship – internet – direct marketing – personal selling – corporate identity should be applied strategically) - Fragmentation of media
With the development of IT, traditional marketing seems to be left behind. For fast moving consumer goods, fragmentation of media has increased the marketing budget significantly, yet - Marketing budget is put under pressure and…
- There is a great drive to the maximum efficiency in company budget
- Find out more info about PR in Marketing Mix – strategy and tactics will be discussed intensively in One day workshop on June 28th
PUBLIC RELATIONS
IPRS Public Lecture in Yogyakarta
Some 180 participants gathered for a one day lecture on Friday, May 2nd in Saphir Hotel Yogyakarta. The enthusiastic audience came from Surabaya, Malang, SOlo, Semarang and Yogyakarta – consisting of university students to a majority, PR practitioners and a number of academia from several universities in Central and East Java.
Elizabeth Goenawan Ananto, IPRA Board Member, together with G. Arum Yudarwati, IPRA Collegiate Member have shared their views on Research Development & PR Evaluation, PR Challenges in New Paradigm. Luncheon Speaker : Sribugo Suratmo of PT Indofood Sukses Makmur presented Pustaka Anak Nusantara – a philanthropy project that has international recognition the Golden World Awards conducted by The International Public Relations Association (IPRS) in October last year.
Case study was presented by Bambang Chriswanto of PT Coca Cola Bottling Indonesia. Audiences were more cheered with the abundance of door prizes from the Sponsors.
Thanks to PT Indofood Sukses Makmur, Tbk for sponsoring the venue.
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