INTEGRATED MARKETING COMMUNICATION STRATEGY IN THE PRIZE DRAW PROGRAM AT COMPANY X

Abstract

In the current information era, many companies in the financing sector face significant challenges in delivering their messages effectively to consumers. The rapid flow of information and a highly competitive market have made it more difficult for companies to capture consumer attention and trust. These challenges have prompted companies to develop more integrated marketing communication strategies. This study emphasizes examining whether Company X applies an integrated marketing communication strategy in its prize draw program, focusing on the company's efforts to increase brand awareness as well as build consumer engagement and loyalty. This research uses a qualitative method with a case study approach. Data is collected through interviews with Company X staff, providing deep insights into the effectiveness of the campaign strategy in enhancing consumer interaction. This research also aims to identify the challenges faced by the company. The findings of this study show that the company's main strategic focus, which is considered adequate for the present, includes Direct Marketing, Sales Promotion, and Advertising from the six indicators in integrated marketing communication strategy. Overall, this study is expected to provide valuable insights into consumer behavior while offering recommendations to continuously improve the effectiveness and sustainability of marketing communication strategies in the future.