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"Skripsi ini membahas tentang pengaruh antara dua elemen program komunikasi pemasaran yaitu iklan dan promosi penjualan dan dampak keduanya pada penciptaan brand equity. Fokus penelitian menyelidiki pengaruh persepsi pengeluaran iklan sikap individu terhadap iklan dan pengaruh dua jenis promosi penjualan yaitu monetary promotions dan non monetary promotions terhadap setiap dimensi pada ekuitas merek. Tujuan dari penulisan skripsi ini adalah untuk membuktikan pengaruh advertising dan sales promotions dalam mengembangkan strategi pemasaran untuk mendorong pertumbuhan ekuitas merek. Penelitian ini berhasil mengumpulkan 200 data melalui kuesioner survei dan menguji hubungan antar variabel untuk menganalisis dampak iklan dan promosi penjualan terhadap ekuitas merek. Berdasarkan studi kasus penelitian ini hasil uji statistik menunjukkan bahwa sikap individu terhadap iklan menjadi peran utama dalam mempengaruhi dimensi ekuitas merek sedangkan persepsi pengeluaran iklan hanya mempengaruhi kesadaran akan merek. Penelitian ini juga menemukan bahwa sales promotions tidak mempengaruhi dimensi ekuitas merek. Selain itu dalam hubungan dan urutan dimensi ekuitas merek penelitian ini menemukan bahwa kesadaran merek menjadi dasar utama dalam mengembangkan dan menumbuhkan ekuitas merek.

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This study discusses about the influence between two elements of marketing communications programs advertising and sales promotions and their impact on brand equity creation. The focus of this study investigates the influence of perceived advertising spend individuals attitude towards the advertisements and two kinds of sales promotions monetary promotions and non monetary promotion on brand equity dimensions.

The purpose of this study is to prove the influence of advertising and sales promotions in order to developing marketing strategies to encourage brand equity growth. This study successfully collected 200 data through a questionnaire survey and tested relationship between variables to analyze the impact of advertising and sales promotions in brand equity.

Based on study case research statistical results show that perceived advertising spend individuals attitudes toward the advertisement play as a key role influencing brand equity dimensions whereas perceived advertising spend affect only on brand awareness. This research also found that monetary promotions and non monetary promotions do not affect brand equity dimensions. In addition in relationship and the order dimensions of brand equity this study found that brand awareness is a means of main foundation in order to developing and growing brand equity."

"Penelitian ini mengeksplorasi hubungan-hubungan diantara dua elemen sentral dalam komunikasi pemasaran 'iklan dan promosi penjualan' dan pengaruhnya terhadap pembentukan ekuitas merek. Penelitian ini khusus kepada persepsi konsumen terhadap pengeluaran iklan dan sikap konsumen terhadap iklan. Penelitian ini juga menginvestigasi dampak akan dua jenis promosi penjualan; promosi penjualan yang berhubungan dengan uang dan yang tidak berhubungan dengan uang. Berdasarkan survei yang dilakukan pada 200 responden, penelitian menyimpulkan bahwa sikap konsumen terhadap iklan memainkan peran kunci dalam memengaruhi dimensi-dimensi ekuitas merek, berkebalikan dengan persepsi konsumen terhadap iklan yang tidak berpengaruh positif terhadap kesadaran merek, persepsi kualitas, dan asosiasi-asosiasi merek. Penelitian ini juga menemukan perbedaan-perbedaan efek yang cukup nyata antara promosi penjualan yang berhubungan dengan uang dan promosi penjualan yang tidak berhubungan dengan uang terhadap ekuitas merek. Hasil-hasil penelitian menunjukkan bahwa perusahaan-perusahaan dapat mengoptimalisasikan proses manajemen ekuitas merek dengan mempertimbangkan hubungan-hubungan yang ada diantara dimensi-dimensi ekuitas merek.

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This study explores the relationships between two central elements of marketing communication programs 'advertising and sales promotions' and their impact on brand equity creation. In particular, the research focuses on advertising spend and individuals attitudes toward the advertisements. The study also investigates the effects of two kinds of sales promotions, monetary and non monetary promotions.

Based on a survey of 200 respondents, findings show that the individuals play a key role influencing brand equity dimensions, whereas advertising spend for the brands is insufficient to positively influence brand awareness, perceived quality, and brand associations.

This research also finds distinctive effects of monetary and non-monetary promotions on brand equity. In addition, the results show that companies can optimize the brand equity management process by considering the relationships existing between the different dimensions of brand equity."

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"No matter how much repeat business you get from loyal customers, the lifeblood of your business is a constant flow of new accounts. Whether you?re a sales rep, sales manager, or a professional services executive, if you are expected to bring in new business, you need a proven formula for prospecting, developing, and closing deals. New Sales. Simplified. is the answer. You?ll learn how to:? Identify a strategic, finite, workable list of genuine prospects? Draft a compelling, customer-focused ?sales story?? Perfect the proactive telephone call to get face-to-face with more prospects? Use email, voicemail, and social media to your advantage? Overcome?even prevent?every buyer?s anti-salesperson reflex? Build rapport, because people buy from people they like and trust? Prepare for and structure a winning sales call? Stop presenting and start dialoguing with buyers? Make time in your calendar for business development activities? And much morePacked with examples and anecdotes, New Sales. Simplified. balances a blunt (and often funny) look at what most salespeople and executives do wrong with an easy-to-follow plan for ramping up new business starting today."