Dimensions of integrated marketing communication in the automotive industry

Firmansyah, Fani, Setiawan, Margono, Rohman, Fatchur and Indrawati, Nur Khusniyah (2022) Dimensions of integrated marketing communication in the automotive industry. Journal of Positive School Psychology, 6 (5). pp. 1-13. ISSN 2717-7564

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This study was intended to capture the meaning of the phenomenon and the meaning behind the phenomenon in relation to integrated marketing communication from the salespeople’ side in applying the different dimensions of integrated marketing communication at PT ASCO Prima Mobilindo. The findings showed that the model applied by the salespeople at PT. ASCO Prima Mobilindo was quite diverse and different, but in essence they prioritized the use of online marketing communication models which had more advantages compared to the offline model. The dimensions of integrated marketing communication applied by car salespeople at PT Asco Prima Mobilindo were 6 dimensions, namely advertising, sales promotion, events and experiences, direct marketing, online and social media marketing, and personal selling.

Item Type: Journal Article
Keywords: marketing; communication; integrated marketing communication
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Divisions: Faculty of Economics > Department of Islamic Banking
Depositing User: Fani Firmansyah
Date Deposited: 19 Oct 2022 15:29


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