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"In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style."

"Covers the various aspects of modern Marketing Communications, including 'Communications Theory', 'Advertising', 'Sales Promotion', 'Planning', 'Research' and 'Public Relations', 'Internal Marketing', 'Ethical Marketing' and the 'Regulatory Environment'."

"ABSTRAKTesis ini membahas tentang perencanaan komunikasi pemasaran terpaduuntuk sebuah media online. Dalam membuat perencanaan komunikasipemasaran kali ini, penulis memulai dengan menganalisa latar belakang,gambaran industri, kondisi persaingan, serta Updaterus itu sendiri.Updaterus sebagai portal online yang baru diluncurkan pada pertengahan2012 harus membuat suatu strategi komunikasi yang efektif dalammelaksanakan kegiatan promosinya. Penelitian dilanjutkan denganmenganalisa kondisi internal dan eksternal, pola konsumsi media padaresponden untuk menentukan medium yang efektif dan menentukan tujuandari komunikasi. Pada hasil analisa, Internet sebagai medium yang palingbanyak digunakan oleh responden saat ini akan menjadi kunci utama dalamperumusan strategi komunikasi pemasaran. Kombinasi e-marketingcommunication tools disesuaikan dengan model respon hierarchy of effectsakan menjadi rekomendasi bagi Updaterus dalam melaksanakan kegiatanpromosi dalam rangka menaikkan traffic mereka yang nantinya akanberdampak positif kepada rating website mereka.

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ABSTRACTThis thesis discusses an integrated marketing communications plan for anonline media. In marketing communications planning this time, the authorsbegin by analyzing the background, industry overview, competitivesituations, and Updaterus itself. Updaterus as an online portal that waslaunched in mid-2012 need to make an effective communication strategy incarrying out promotional activities. Research is continue by analyzing theinternal and external conditions, patterns of media consumption on therespondent to determine the effective medium also set the objectives of thecommunications. In the analysis, the Internet as the medium most used byrespondents at this time will be a key element in the formulation ofmarketing communications strategies. The combination of e-marketingcommunication tools tailored to the response of the model hierarchy ofeffects will be a recommendation for Updaterus in conducting promotionalactivities in order to increase their traffic which will have a positive impactto their website rating."