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Master of Arts in Communication : Corporate Communication Studies
Content
Part 1
Part 2
Part 3
Tom Harris
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Hal 3
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Hal 5
ORI SLIDE: 04
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Hal 6
IMC: Label
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IMC: Fokus
ORI SLIDE: 07
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Hal 8
IMC: 11 kondisi
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Hal 9
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Hal 10
Defn.
An integrated one, rather than being
split among functions that may include,
community relations,
government affairs,
internal communication, and
media relations !
ORI SLIDE: 19
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Hal 11
IMC: Istilah
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Hal 12
IMC: Marketing vs PR
ORI SLIDE: 21
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Hal 13
Marketing provides
the overall direction
for the sales function
While advertising
and PR are tactical
used tools as part of
the campaign !
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ORI SLIDE: 22
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Hal 14
Public relations
Marketing
communication
Advertising
Marketing
[f]
[a]
[c]
[b]
[d]
[e]
ORI SLIDE: 23
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Hal 15
ORI SLIDE: 24
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Hal 16
IMC: Definition
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Hal 17
ORI SLIDE: 35
Part2: Public Relations & Persuasions
PR: Definition
PR involves,
responsibility and
responsiveness in
policy and
information
to the best
interest of the
organization and
its publics.
ORI SLIDE: 26
Source: John Moore (2013) Brand Autopsy
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Hal 19
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Hal 20
Brand Identity
Customer-Driven Philosophy
ORI SLIDE: 28
Source: Tom Duncan & Sandra Moriarty
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Hal 21
Persuasi:
bagian penting
dari IMC
McGuire (1973)
Konsep The
cycle of
persuasion
Memiliki 6
langkah
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ORI SLIDE: 29
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Hal 22
1. Presenting
2. Attending: by individu
3. Comprehending
4. Yielding: agree with the messages
5. Retaining the message
6. Acting: melakukan sesuatu sesuai
dengan message in a measurable way!
ORI SLIDE: 30
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Hal 23
A bar of soap
Disappearing Borneo /
Kalimantan forests
ORI SLIDE: 31
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Hal 24
Thomas L. Harris
Adjunct professor
Northwestern University's
Medill School of Journalism
ORI SLIDE: 32
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Hal 26
To,
Bring advertising to
life
Extend promotions
programme
Build personal
relationship with
customers
Influence the
influential's
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ORI SLIDE: 33
Hal 27
To,
Communicate new product benefits
Demonstrate a company social responsibility
and build consumer trust
Defend products at risk and give customer
permission to buy
Harris menekankan,
pentingnya presentation & attention sebagai
titik awal pertemuan corporate dengan
public, karena
ORI SLIDE: 34
hal ini akan menentukan urusan selanjutnya!
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Hal 28
29
Part5: Closing
Closing: Importance
Fragmented
channels of
communication
PerubahanORI SLIDE: 36
teknologi
Personalizati
on of
messages
Segmented
audiences
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Hal 30
Closing: Fear
Fear of
make an
honest
dialogue
FEAR
FACTOR
TO
CHANGES!
ORI SLIDE: 37
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Hal 31
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Hal 32