Role of IMC in the Marketing Process

All elements of marketing mix must be consistent with the strategic plan that will produce an integrated marketing communications program. This chapter discusses how to influence the marketing strategies of promotion activities and how the promotion decision should be coordinated with other marketing mix elements. This chapter also discusses the role of advertising and other promotional elements in an integrated marketing program, a decision to be taken on each element of the marketing mix and find out how decisions that affect and interact with a promotional strategy, the concept of target marketing in integrated marketing communications program; the role of market segmentation and its application on integrated marketing communications programs as well; the use of positioning strategies.

Mass Comm Technology

However, some shortcomings of the ad-server that already exist, could still be eliminated with some new technology from the world of open source. Open source-based advertising application itself already quite advanced. So sophisticated that we can recognize the user's geographic, demographic, language of instruction, to the discourse that is warm. Yes, now the technology has reached the stage of semantics. Where an entity can recognize the language and sentiments of comments from the page of a website. Everything can be arranged simply by adding several sections of programming on the site.

To satisfy curiosity, so I was looking to create a modular PHP-based ad-servers in the full version, call it by the term high-scale ad-server. So that the aspiration to be able to support the local advertisers do an online campaign with the optimum can be realized immediately. Once found, a few tested. The result is a modular can work pretty good although sometimes still not stable. But unfortunately, the technical obstacles are still surrounding the reliability of existing applications. The constraints that appear to be in around issues of efficiency, compatibility, and synchronization between modular.

So what's the point of ad-servers with high-concept of this scale? That's where we can configure a variety of media strategy planning in accordance with the needs of campaign. In short engine for online media planner.

Advertising in New Media

To view the ad-server is the closest is a service Google Adwords and Adsense. Especially Adsense which is favored by the site owners make money. Google alone acquire great revenue from these services, where the advertiser use Adwords to place ads, and the scramble sprinkle Adsense publisher code on their site, to be visited by robots carrying ads from Google. As a result online advertising becoming increasingly easy to both parties, advertiser and publisher.

Advertisements also varied. Starting from: text, images, flash animation, video to be hosted via YouTube. But for video-ad itself, Google had to shut down its service in April 2009 because the range of bandwidth between the server problem that disrupted due to video content viewed as greedy eat bytes.

I also had time to think why the people of Indonesia have not been made a sort of Google Adwords, but with a more 'mass communication' rather than technical protocol. Because after all the world of advertising is present due to the phenomenon of mass communication, where people 'talk' through the media for commercial purposes.

Actually, in addition to Google's ad server service has long existed, the numbers are too much. European markets are very fond of this business. There AdBrite, Agloco, Linkbucks, Commission Junction, InClick, daaan ... there are many more. In Indonesia itself had already started popping up a site with similar services.

Google's own ad servers still have the disadvantage that once the excess. Why? The way they determine the target audience based on the motion Googlebot (Google's robots are always surfing in cyberspace). Generally, robots are called spiderbot because of how they move like spiders that crawl each site. Their robot whose name starts automatically, and therefore they also can be 'fooled' by entering a few lines of commands on the server or on the website. Therefore, advertisers are encouraged to be more selective when configuring the dashboard of his Adwords.

Even so, Google itself continues to optimize its services for more optimal their Adwords accommodate the needs of online media planning from the agency. Hence, there is the importance of the online agency to optimize robots which roam in cyberspace, for targeted advertising. Certainly hope there is interwoven cooperation between practitioners of mass communication, IT, until onliners (Blogger, Facebookers, Twitterian, and others).

Advertise on Facebook

Advertise on facebook was more effective than through adword or the classifieds on the Internet. But the cost to advertise in facebook more expensive than the classifieds on the Internet.

If you look at the results and likely to attract more visitors, facebook is better than elsewhere. Why is that? Because the more targeted ads on facebook and it looks interesting eye facebook online members.

I've tried several places to advertise, but facebook is the right choice in my opinion. Prospective visitors who really potential are likely to click on the ad.

You want to try advertising on facebook? Here's how to put an ad on facebook:

1. Important you must have a credit card prior to advertise on facebook

2. Login and log into your facebook account

3. At the very bottom of the dashboard and click search advertising menu menu

4. After that a new page will appear, on the top right corner click the "Create an ad".

5. Now in this next page, you can start designing your ad, there are 3 stages to go, to be more clearly see the sequence shown below.

Impression

Impression or impression, is a unit of the emergence of an ad banner on a web page accessed. Advertisers use impressions to measure the amount earned by the view their ads, and publishers will sell ad space according to the number of impressions generated.

It is rather difficult to determine, whether an impression really means that a visitor has seen these ads or not, because they can only do browsing without images or did not scroll far enough down, so ads become invisible. Impressions are tracked by using a log that continues to be recorded by the server. Another way to determine the price of an ad banner is to use CPC, or cost-per-click.

Ads Price on the Web

There are many ways of counting which can be applied to advertising on the Internet. One way is to use the system cost per thousand impressions (CPM). This means ads sold on every thousand impressions obtained. Of course, CPM ads will also be determined by the position occupied by the ad.

CPM is a method commonly used by the Internet marketing field to determine the price of a banner ad on the Internet. Sites that contain advertisements will ensure that advertisers will get a number of impressions (the number of times an ad banner is downloaded and possibly seen by visitors). Then set the price based on the loading of the ad impression guarantees amount multiplied by its CPM rate.

For example, a site that has a CPM rate $ 25 and guarantees 600,000 impressions will charge $ 15,000 (the count is $ 25 x 600). This means every 1000 impressions gained advertisers must pay for $ 25.

Advertising on the Web

Opinion of those present, advertising on the Internet is just moving the place of advertising media from print or electronic media always, to a more interactive online media. The advertisers and site owners now most still have a mind that advertise on the Internet will be the same results with advertising in traditional media.

Though there are many unique features that exist in advertising on the web. In addition to more attractive, advertising on the web is also more interactive. You can know the exact effectiveness of an ad that you plug in your specific web, for example, how many visitors view your ad, or how many clicks your ad.

For online publishing sites, includes banner ads in addition to providing benefits also will be increasingly easy to do. Currently using a variety of ad management software available, installation and removal of advertising can be done automatically. No more trouble and hassle to set installation and removal of an ad banner. Often also the owner of the site set high prices for advertising on its site, and shows a series of hit rate numbers or page views are great to express how great the visitor traffic on their sites. It's hit and page view numbers that large can show that a large number of visitors on the site, but not always the case.

Hits can be interpreted as a demand for an item from a web server. For example, if visitors call a page with four pictures, it will produce five hits: one for pages, and 4 for the drawing. For that, the hit is not a good guide to measure traffic on a website, because it does not show the actual number of visitors.

Page View is defined as the number of accesses a web page. Unlike hits, page views only count the number of times a page is accessed, while the hit count all the elements that exist in a page, including pictures. But the page view also becomes very difficult to measure, because the page also includes a frame that divided it into several parts.