Dimensions of Integrated Marketing Communication in the Automotive Industry

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Fani Firmansyah, Margono Setiawan, Fatchur Rohman, Nur Khusniyah Indrawati


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.

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