Yati Suryati, Eduard Lukman


Center for Scientific Documentation and Information of Indonesian Institute of Sciences has already created a platform system which is intended to facilitate people in accessing and obtaining the scientific information. The institution promotes platform services which enable people to easily find the scientific information required for their research paper. This study aims at analyzing the corporate promotional communication strategies. Researchers use eight effective promotional communication elements which consist of identifying the targeted audience, determining the communication objectives, designing the messages, selecting the channels, budgeting, deciding promotional tools, measuring the results, managing and coordinating the integrated marketing communications. This research is a single case study which data are collected from in-depth interviews, and documentation studies. The results show that the promotional communication strategies have already fulfilled seven of eight effective promotion communication elements although it is still not optimal yet. The element which has not been fulfilled is on measuring the promotional results. Cost budgeting is one element which also requires to be optimized more. It would be better if the institution uses objective and task method to clearly define the specific objectives and determine the required tasks to perform in achieving those objectives as well as to estimate costs in performing those tasks. By implementing these methods, it is expected that the short-term and long-term goals may be clearly defined that the goals of the promotional activities may be achieved better.  In addition, the team formation focusing on the promotional activities may also become a consideration for the effectively and efficiently integrated marketing and promotional communication.


Communication strategy; Promotion; Research information; Marketing communication; Scientific information

Full Text:



Belch, George E. and Michael A. Belch. 2012. Advertising and Promotion, an Integrated Marketing Communication Perspective 9th Edition. Singapore: Mc Graw Hill.

Broussard, Sharee leblanc. 2011. Source-Massage-Receiver in Integrated Marketing Communication. International Journal of Education Advancement, Vol 10 No 4, 139-152.

Edmiston, Dawn. 2009. An Examination of Integrated Marketing Communication in US Public Institution of Higher Education. International Journal of Education Advancement, Vol 8 No 3-4, 152-175.

Keller, Kevin Lane. 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall.

Kotler, Philip and Alan. R. Andreasen. 1995. Strategi Pemasaran untuk Organisasi Nirlaba, Edisi Ketiga, Yogyakarta: Gadjah Mada University Press.

Kotler, Philip and Nancy Lee. 2007. Marketing in the Public Sector. New Jersey: Pearson Education.

Kotler, Philip and Nancy Lee. 2008. Social Marketing; Influencing Behaviour for Good, Third Edition. California: SAGE Publication.

Kotler, Philip. 2000. Marketing Management: The Millenium Edition. New Jersey: Prentice Hall.

Moleong, J. L. 2005. Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosda Karya.

Muntashir. 2011. Informasi Ilmiah Berbasis Open Access: Sumber dan Sarana Penelusurannya. Jurnal Palimpsest, Vol.4 No.1, pp 30-36.

Neuman, W. Lawrence. 2013. Metode Penelitian Sosial: Pendekatan Kualitatif dan Kuantitatif. Jakarta: PT Indeks.

O’Connor, Lisa and Kacy Lundstrom. 2011. The Impact of Social Marketing Strategies on The Information Seeking Behaviours of College Student. Reference and User Service Quarterly, Vol. 50 No 4, 351-365.

Patton, Michael Quinn. 2015. Qualitative Research & Evaluation Methods, California: SAGE Publications.

Poerwandari, Kristi. 2001. Pendekatan Kualitatif untuk Penelitian Perilaku Manusia. Jakarta: LPSP3. Fakultas Psikologi UI.

Subekti, Nanang Bagus. 2015. “Ranking Publikasi Ilmiah Internasional Indonesia”. Koran Sindo Edisi 13 April 2015, Jakarta.



Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.


BACA: Jurnal Dokumentasi dan Informasi index by: