INTEGRASI MARKETING COMMUNICATION MIX: STRATEGI KHUSUS PROMOSI ASIAN GAMES 2018
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Abstract
Tujuan dari makalah ini adalah untuk mengetahui implementasi elemen marketing communication mix (bauran promosi) dalam perspektif acara olahraga (Asian Games). Makalah ini membahas pemahaman tentang bauran promosi, tipe, strategi yang diterapkan dan dampak yang diterima di ajang Asian Games 2018 Jakarta Palembang. Tipe bauran promosi yang dibahas dalam makalah ini yaitu advertising, sales promotion, public relation, dan personal selling. Keberhasilan suatu sport event tidak terlepas dari strategi promosi yang diambil, diperlukan kombinasi yang saling terintegrasi antar unsur bauran promosi. Adapun manfaat yang diterima atas keberhasilan suatu sport event yaitu bukan hanya bersifat jangka pendek namun juga jangka panjang.
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LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Akbar, A. (2020). INTEGRASI MARKETING COMMUNICATION MIX: STRATEGI KHUSUS PROMOSI ASIAN GAMES 2018. Jurnal E-Bis : Ekonomi Bisnis, 3(2), 168 - 177. https://doi.org/10.37339/e-bis.v3i2.210
References
Andreff, M., & Andreff, W. (2009). Global Trade in Sports Goods: International Specialisation of
Major Trading Countries. European Sport Management Quarterly, 9:3,259-294.
Andreff, W. (2006). International trade in sports goods. In W. Andreff, & S. Szymanski, Handbook on
the Economics of Sport (pp. 59-67). Cheltenham: Edward Elgar Publishing Limited.
Andreff, W. (2006). The sports goods industry. In W. Andreff, & S. Szymanski, Handbook on the
Economics of Sport (pp. 27-39). Cheltenham: Edward Elgar Publishing Limited.
Azanella, L. A. (2018, September 03). Asian Games Sukses, Seperti Ini Pujian Media Internasional untuk Indonesia. Retrieved from nasional.kompas.com: https://nasional.kompas.com/read/2018/09/03/19463721
Baade, R. A. (2006). The economic impact of mega-sporting events. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 177-182). Cheltenham: Edward Elgar Publishing Limited.
Barros, C. P. (2006). Local government and regional development in sport. In W. Andreff, & S. Szymanski, Handbook on the economics of sport (pp. 287-298). Cheltenham: Edward Elgar Publishing Limited.
Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective (6th ed.). New York: The McGraw−Hill Companies.
Bruhn, M., & Schnebelen, S. (2017). Integrated Marketing Communication – from an instrumental to a customer-centric perspective. European Journal of Marketing, 51(3), 464-489.
Buraimo, B. (2006). The demand for sports broadcasting. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 100-111). Cheltenham: Edward Elgar Publishing Limited. Chernev, A. (2014). Strategic Marketing Management Eighth Edition. Northwestern: Cerebellum Press.
Copley, P. (2004). Marketing Communications Management: concepts and theories, cases and practices. Burlington: Elsevier Butterworth-Heinemann.
Crompton, J. L. (2001). Public subsidies to professional team sport facilities in the USA. In C. G. Henry, Sport in the city : the role of sport in economic and social regeneration (pp. 15-34). London: Routledge.
Donald, C. M. (1991). Sponsorship and the Image of the Sponsor. European Journal of Marketing, Vol 25 (11),31-38.
Doyle, J. P., Pentecost, R. D., & Funk, D. C. (2014). The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity. Sport Management Review, 17(3), 310-323.
Erickson, G., & J.Kushner, R. (1999). Public event networks: an application of marketing theory to sporting events. European Journal of Marketing, Vol. 33 No. 3/4,348-364.
Forrest, D., Simmons, R., & Szymanski, S. (2010). Broadcasting, Attendance and the Inefficiency of Cartels. Football Economics and Policy, 112-135.
Gammon, S., & Robinson, T. (2003). Sport and Tourism: A Conceptual Framework. Journal of Sport & Tourism, 8(1), 21-26.
Garcia, P. C., Villar, J. G., & Santos, J. Ì. (2014). Economic crisis, sport success and willingness to pay: the case of a football club. Sport, Business and Management:An International Journal, Vol. 4 No. 3, pp. 237-249.
Gouguet, J.-J. (2006). The demand for sport. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 71-76). Cheltenham: Edward Elgar Publishing Limited.
Gratton, C., & Solberg, H. A. (2007). The economics of sports broadcasting . London & New York: Routledge.
Hardjanti, R. (2018, September 03). Asian Games 2018 Habiskan Rp24 Triliun, Ini Daftar Rinciannya. Retrieved from https://economy.okezone.com/: https://economy.okezone.com/read/2018/09/03/320/
Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230.
Hassan, F. S., Javaid, K., & Majid, H. (2014). Pakistan-India Bilateral Trade in Sports Goods Sector. Indian Council for Research on International Economic Relations (ICRIER) , 245-272.
Higham, J., & Hinch, T. (2009). Sport and Tourism: Globalization, Mobility and Identity. Oxford: Butterworth-Heinemann.
Hinch, T. D., & Higham, J. E. (2001). Sport Tourism: a Framework for Research. International Journal of Tourism Research, 3, 45-58.
Hoehn, T. (2006). Governance and governing bodies in sport. In W. Andreff, & S. Szymanski, Handbook on the economics of sport (pp. 227-240). Cheltenham: Edward Elgar Publishing Limited.
Holm, O. (2006). Integrated marketing communication: from tactics to strategy. Corporate Communications: An International Journal, 11(1), 23-33. Humphreys, B. R. (2006). The economic impact of sporting facilities. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 214-218). Cheltenham: Edward Elgar Publishing Limited.
Jeanrenaud, C. (2006). Sponsorship. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 49-58). Cheltenham: Edward Elgar Publishing Limited.
Kaempfer, W. H., & Pacey, P. L. (1986). Televising college football: the complementarity of attendance and viewing. Social Science Quarterly, 67 (1), 176–85.
kontan.co.id. (2018, April 18). Inasgoc susun strategi khusus untuk promosi Asian Games 2018. Retrieved from kontan.co.id: http://nasional.kontan.co.id/news
Kotler, P. (2017). Marketing 4.0 Moving from Traditional to Digital. New Jersey: John Wiley & Sons, Inc.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). New Jersey: Pearson Education, Inc.
Kozinets, R. V., Valck, K. d., Wojnicki, A. C., & Wilner, S. J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
L.Fizel, J., & Bennett, R. W. (1989). The Impact of College Football Telecasts on College Football Attendance. Social Science Quarterly, 70 (4), 980–88.
Luciana, A. (2018, April 30). INASGOC: Anggaran Promosi Asian Games 2018 Rp 165 Miliar. Retrieved from tempo.co: https://bisnis.tempo.co/read/1084500/
Lutan, R. (2011). Indonesia and the Asian Games: Sport, Nationalism and the ‘New Order’. Sport in Society: Cultures, Commerce, Media, Politics, Vol.8:3, 414-424.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Matheson, V. (2006). Economic impact analysis. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 137-142). Cheltenham: Edward Elgar Publishing Limited.
Milne, G. R., & Rohm, A. J. (2000). Consumer Privacy and Name Removal Across Direct Marketing Channels: Exploring Opt-In and Opt-Out Alternatives. Journal of Public Policy & Marketing, 19(2), 238-249.
Olympic Council of Asia. (2018). Retrieved from Asian Summer Games : http://www.ocasia.org/Game
Overview of all the FIFA World CupTM host countries 1930-2022. (2018). Retrieved from www.fifa.com:
https://www.fifa.com/mm/document/fifafacts/mencompovw/51/99/03/133485-factsheet- fifahostcountriesoverview1930-2022.pdf
Petrescu, M. (2014). Viral Marketing and Social Networks. New York: Business Expert Press, LLC.
Petriella, Y. (2018, September 5). Asian Games 2018: Realisasi Berkah ke Industri Pariwisata di Bawah Ekspektasi. Retrieved from Ekonomi & Bisnis: https://ekonomi.bisnis.com/read/20180905/12/835351
Petty, M. (2014, April 17). Vietnam backs out as host of 2019 Asian Games. Retrieved from https://www.reuters.com/: https://www.reuters.com/article/us-games-asia-vietnam
Potluri, R. M. (2008). Assessment of effectiveness of marketing communication mix elements in Ethiopian service sector. African Journal of Business Management, 2(3), 59-64. Primus, J. (2018, July 14). Terkini, Pendapatan dari Iklan untuk Asian Games 2018. Retrieved from Kompas.com: https://bola.kompas.com/read/2018/07/14/07070008/
Rahayu, Y. A. (2018, Mei 13). Bos Bappenas beberkan keuntungan Indonesia jadi tuan rumah Asian Games 2018. Retrieved from https://www.merdeka.com/: https://www.merdeka.com/uang/bos-bappenas-beberkan-keuntungan-indonesia-jadi-tuan- rumah-asian-games-2018.html
Sandy, R., J.Sloane, P., & S.Rosentraub, M. (2004). The Economic of Sport: An International Perspective. New York: Palgrave MacMillan.
Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of Marketing Communications, 4(1), 9-26.
Shank, M. D., & Lyberger, M. R. (2015). Sports Marketing : A Strategic Perspective 5th edition. London: Routledge.
Sneath, J., Finney, Z., & Close, A. (2006). An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes. JOURNAL OF ADVERTISING RESEARCH, 45 (04),373.
Speed, R., & Thompson, P. (2000). Determinants of Sports Sponsorship Response . Journal of the Academy of Marketing Science, Volume 28, No. 2,226-238.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta: CV. Andi Offset.
Todorova, G. (2015). Marketing Communication Mix. Trakia Journal of Sciences, Vol. 13, Suppl. 1,
pp 368-374.
Urban, G. L. (2005). Customer Advocacy: A New Era in Marketing? Journal of Public Policy &
Marketing, 24(1), 155-159.
Weed, M. (2005). Sports Tourism Theory and Method - Concepts, Issues and Epistemologies.
European Sport Management Quarterly, 5:3, 229-242.
Weitz, B. A., & Bradford, K. D. (1999). Personal Selling and Sales Management: A Relationship
Marketing Perspective. Journal of the Academy of Marketing Science, 27(2), 241-254.
Wood, E. H. (2009). Evaluating Event Marketing: Experience or Outcome? Journal of Promotion Management, 15(1-2), 247-268.
Major Trading Countries. European Sport Management Quarterly, 9:3,259-294.
Andreff, W. (2006). International trade in sports goods. In W. Andreff, & S. Szymanski, Handbook on
the Economics of Sport (pp. 59-67). Cheltenham: Edward Elgar Publishing Limited.
Andreff, W. (2006). The sports goods industry. In W. Andreff, & S. Szymanski, Handbook on the
Economics of Sport (pp. 27-39). Cheltenham: Edward Elgar Publishing Limited.
Azanella, L. A. (2018, September 03). Asian Games Sukses, Seperti Ini Pujian Media Internasional untuk Indonesia. Retrieved from nasional.kompas.com: https://nasional.kompas.com/read/2018/09/03/19463721
Baade, R. A. (2006). The economic impact of mega-sporting events. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 177-182). Cheltenham: Edward Elgar Publishing Limited.
Barros, C. P. (2006). Local government and regional development in sport. In W. Andreff, & S. Szymanski, Handbook on the economics of sport (pp. 287-298). Cheltenham: Edward Elgar Publishing Limited.
Belch, G. E., & Belch, M. A. (2003). Advertising and Promotion: An Integrated Marketing Communications Perspective (6th ed.). New York: The McGraw−Hill Companies.
Bruhn, M., & Schnebelen, S. (2017). Integrated Marketing Communication – from an instrumental to a customer-centric perspective. European Journal of Marketing, 51(3), 464-489.
Buraimo, B. (2006). The demand for sports broadcasting. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 100-111). Cheltenham: Edward Elgar Publishing Limited. Chernev, A. (2014). Strategic Marketing Management Eighth Edition. Northwestern: Cerebellum Press.
Copley, P. (2004). Marketing Communications Management: concepts and theories, cases and practices. Burlington: Elsevier Butterworth-Heinemann.
Crompton, J. L. (2001). Public subsidies to professional team sport facilities in the USA. In C. G. Henry, Sport in the city : the role of sport in economic and social regeneration (pp. 15-34). London: Routledge.
Donald, C. M. (1991). Sponsorship and the Image of the Sponsor. European Journal of Marketing, Vol 25 (11),31-38.
Doyle, J. P., Pentecost, R. D., & Funk, D. C. (2014). The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity. Sport Management Review, 17(3), 310-323.
Erickson, G., & J.Kushner, R. (1999). Public event networks: an application of marketing theory to sporting events. European Journal of Marketing, Vol. 33 No. 3/4,348-364.
Forrest, D., Simmons, R., & Szymanski, S. (2010). Broadcasting, Attendance and the Inefficiency of Cartels. Football Economics and Policy, 112-135.
Gammon, S., & Robinson, T. (2003). Sport and Tourism: A Conceptual Framework. Journal of Sport & Tourism, 8(1), 21-26.
Garcia, P. C., Villar, J. G., & Santos, J. Ì. (2014). Economic crisis, sport success and willingness to pay: the case of a football club. Sport, Business and Management:An International Journal, Vol. 4 No. 3, pp. 237-249.
Gouguet, J.-J. (2006). The demand for sport. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 71-76). Cheltenham: Edward Elgar Publishing Limited.
Gratton, C., & Solberg, H. A. (2007). The economics of sports broadcasting . London & New York: Routledge.
Hardjanti, R. (2018, September 03). Asian Games 2018 Habiskan Rp24 Triliun, Ini Daftar Rinciannya. Retrieved from https://economy.okezone.com/: https://economy.okezone.com/read/2018/09/03/320/
Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230.
Hassan, F. S., Javaid, K., & Majid, H. (2014). Pakistan-India Bilateral Trade in Sports Goods Sector. Indian Council for Research on International Economic Relations (ICRIER) , 245-272.
Higham, J., & Hinch, T. (2009). Sport and Tourism: Globalization, Mobility and Identity. Oxford: Butterworth-Heinemann.
Hinch, T. D., & Higham, J. E. (2001). Sport Tourism: a Framework for Research. International Journal of Tourism Research, 3, 45-58.
Hoehn, T. (2006). Governance and governing bodies in sport. In W. Andreff, & S. Szymanski, Handbook on the economics of sport (pp. 227-240). Cheltenham: Edward Elgar Publishing Limited.
Holm, O. (2006). Integrated marketing communication: from tactics to strategy. Corporate Communications: An International Journal, 11(1), 23-33. Humphreys, B. R. (2006). The economic impact of sporting facilities. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 214-218). Cheltenham: Edward Elgar Publishing Limited.
Jeanrenaud, C. (2006). Sponsorship. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 49-58). Cheltenham: Edward Elgar Publishing Limited.
Kaempfer, W. H., & Pacey, P. L. (1986). Televising college football: the complementarity of attendance and viewing. Social Science Quarterly, 67 (1), 176–85.
kontan.co.id. (2018, April 18). Inasgoc susun strategi khusus untuk promosi Asian Games 2018. Retrieved from kontan.co.id: http://nasional.kontan.co.id/news
Kotler, P. (2017). Marketing 4.0 Moving from Traditional to Digital. New Jersey: John Wiley & Sons, Inc.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). New Jersey: Pearson Education, Inc.
Kozinets, R. V., Valck, K. d., Wojnicki, A. C., & Wilner, S. J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
L.Fizel, J., & Bennett, R. W. (1989). The Impact of College Football Telecasts on College Football Attendance. Social Science Quarterly, 70 (4), 980–88.
Luciana, A. (2018, April 30). INASGOC: Anggaran Promosi Asian Games 2018 Rp 165 Miliar. Retrieved from tempo.co: https://bisnis.tempo.co/read/1084500/
Lutan, R. (2011). Indonesia and the Asian Games: Sport, Nationalism and the ‘New Order’. Sport in Society: Cultures, Commerce, Media, Politics, Vol.8:3, 414-424.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Matheson, V. (2006). Economic impact analysis. In W. Andreff, & S. Szymanski, Handbook on the Economics of Sport (pp. 137-142). Cheltenham: Edward Elgar Publishing Limited.
Milne, G. R., & Rohm, A. J. (2000). Consumer Privacy and Name Removal Across Direct Marketing Channels: Exploring Opt-In and Opt-Out Alternatives. Journal of Public Policy & Marketing, 19(2), 238-249.
Olympic Council of Asia. (2018). Retrieved from Asian Summer Games : http://www.ocasia.org/Game
Overview of all the FIFA World CupTM host countries 1930-2022. (2018). Retrieved from www.fifa.com:
https://www.fifa.com/mm/document/fifafacts/mencompovw/51/99/03/133485-factsheet- fifahostcountriesoverview1930-2022.pdf
Petrescu, M. (2014). Viral Marketing and Social Networks. New York: Business Expert Press, LLC.
Petriella, Y. (2018, September 5). Asian Games 2018: Realisasi Berkah ke Industri Pariwisata di Bawah Ekspektasi. Retrieved from Ekonomi & Bisnis: https://ekonomi.bisnis.com/read/20180905/12/835351
Petty, M. (2014, April 17). Vietnam backs out as host of 2019 Asian Games. Retrieved from https://www.reuters.com/: https://www.reuters.com/article/us-games-asia-vietnam
Potluri, R. M. (2008). Assessment of effectiveness of marketing communication mix elements in Ethiopian service sector. African Journal of Business Management, 2(3), 59-64. Primus, J. (2018, July 14). Terkini, Pendapatan dari Iklan untuk Asian Games 2018. Retrieved from Kompas.com: https://bola.kompas.com/read/2018/07/14/07070008/
Rahayu, Y. A. (2018, Mei 13). Bos Bappenas beberkan keuntungan Indonesia jadi tuan rumah Asian Games 2018. Retrieved from https://www.merdeka.com/: https://www.merdeka.com/uang/bos-bappenas-beberkan-keuntungan-indonesia-jadi-tuan- rumah-asian-games-2018.html
Sandy, R., J.Sloane, P., & S.Rosentraub, M. (2004). The Economic of Sport: An International Perspective. New York: Palgrave MacMillan.
Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of Marketing Communications, 4(1), 9-26.
Shank, M. D., & Lyberger, M. R. (2015). Sports Marketing : A Strategic Perspective 5th edition. London: Routledge.
Sneath, J., Finney, Z., & Close, A. (2006). An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes. JOURNAL OF ADVERTISING RESEARCH, 45 (04),373.
Speed, R., & Thompson, P. (2000). Determinants of Sports Sponsorship Response . Journal of the Academy of Marketing Science, Volume 28, No. 2,226-238.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta: CV. Andi Offset.
Todorova, G. (2015). Marketing Communication Mix. Trakia Journal of Sciences, Vol. 13, Suppl. 1,
pp 368-374.
Urban, G. L. (2005). Customer Advocacy: A New Era in Marketing? Journal of Public Policy &
Marketing, 24(1), 155-159.
Weed, M. (2005). Sports Tourism Theory and Method - Concepts, Issues and Epistemologies.
European Sport Management Quarterly, 5:3, 229-242.
Weitz, B. A., & Bradford, K. D. (1999). Personal Selling and Sales Management: A Relationship
Marketing Perspective. Journal of the Academy of Marketing Science, 27(2), 241-254.
Wood, E. H. (2009). Evaluating Event Marketing: Experience or Outcome? Journal of Promotion Management, 15(1-2), 247-268.