View of Conventional marketing communication tools for residential products in digital era

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A new decade

for social changes

ISSN 2668-7798

Vol. 14, 2020

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Conventional marketing communication tools for residential products in digital era

Rizki Briandana

Fakultas Ilmu Komunikasi, Universitas Mercu Buana, Jakarta, Indonesia rizki.briandana@mercubuana.ac.id

Nindyta Aisyah Dwityas

Fakultas Ilmu Komunikasi, Universitas Mercu Buana, Jakarta, Indonesia nindyta.aisyah@mercubuana.ac.id

Abstract. This study aims to determine the marketing communication strategies, especially the use of conventional advertising and personal sales carried out by the company in the digital era.

Amidst the widespread use of the latest and most sophisticated communication channels, Indonesia's property company is still consistent in using conventional promotional tools to reach its consumers. The method used in this research is a case study within-depth interview data collection techniques. The results showed that the company carries out advertising activities only through outdoor print media and carries out personal selling activities. In general, the company's goal-setting phase still focuses on sales direction and targets. The specified objectives also become one of the important benchmarks in the evaluation phase. These objectives will be reviewed and measured again at the end of the commercialization program carried out within a certain period.

Keywords. conventional marketing communication, personal selling, real estate and Indonesian property.

1. Introduction

The digital age has changed the way businesses market their products. With the market arena undergoing many changes, encouraging marketers must develop appropriate strategies following the characteristics of the target market (Mohapatra et al., 2016). This change occurred in all types of industries, including the property or real estate industry. Specifically, in this industry, renewals are needed regarding conventional processes to deal with changes related to technology and generation (Öztamur & Karakadılar, 2014).

Residential property is a commodity, where residential ownership is still an attractive sector (Shklovski et al., 2008). The on-going revolution urges marketers to pay attention to consumer needs better. Especially. these days consumers in this industry are looking for personalization, tend to switch easily, and have a lifestyle that is very sensitive to financial conditions and the development of communication and information technology (Loh et al., 2009).

Apart from all the things about the state of the development of the real estate and property industry in Indonesia and the state of society about the need to own property, now the real estate and property industry has begun to shift to the digital age, which makes it easier for consumers to compare between companies with others both in terms of price, product, and Technium Social Sciences Journal Vol. 14, 193-205, December, 2020 ISSN: 2668-7798 www.techniumscience.com

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location (Adebayo et al., 2017). This Such shifting happen because people have quick access the information needed using digital media. Therefore, the property industry must prepare themselves for existing competition. Then, all conventional property industry activities must begin to be accustomed to carrying out digital activities in nature without having to leave the conventional way (Loh et al., 2009), since digital activities can be utilized as the primary choice of a company to maintain the status of the company. So after that, with the shift of the property industry to the digital age, it is expected that the target market and its competitors will be even greater.

However, in this modern era, there are still many real estate and property companies that use marketing communication activities in conventional ways, both because of the limited experience the company will enter the digital world, then also the company's understanding of conventional activities that still has a significant influence on consumer buying interest (Adebayo et al., 2017). Especially with the activities of real estate industry developers currently in pursuit of consumers. Carrying out the conventional activities can invite these consumers interested in just knowing the information of the company in the first place. Afterwards, the customers are keen in getting to know more about the state of the products offered, reaching up to the company’s proposed promotions for the creation of consumer interest to determine their choices in buying home products.

One of the companies engaged in the real estate and property industry (Developer) is Karyatama Anugerah Lestari (KAL). When founded in 1987, the company has successfully developed the real estate and property industry in the Tangerang Regency. This condition is used by KAL company in capturing business opportunities that are still wide open to become one of the developers who have contributed and took the initiative to carry out housing development projects in the area of Tangerang Regency, Banten Indonesia. The company has successfully developed the real estate and property industry in the City of Tangerang, which has now successfully built and marketed more than 2000 housing units. Despite its success, the company still relies on advertising (print and outdoor media) and personal sales in carrying out its promotional activities. This study aims to determine the marketing communication strategies, especially conventional advertising and personal sales carried out by the company.

2. Literature Review

2.1 Marketing Communication Strategy of Residential Property

Marketing communication is the companies' efforts to inform, persuade, and remind consumers, both directly and indirectly, about the products and brands they offer (Kotler, Kartajaya, et al., 2016). These efforts take place in a communication process that involves a variety of marketing communications mix.

The choice of marketing communication tools or mix involves complex considerations and processes. The things that need to be considered in these considerations include the characteristics of the product and brand, goals, and conditions of the intended target market.

In ensuring the success of a company, several steps must be included in a marketing communication concept that can specifically be applied to the residential property business (Kriese & Scholz, 2011). The steps, according to Tennyson and Ray, are creative, realistic, flexible, and measurable steps so that they can be used as instructional documents for implementation:

Technium Social Sciences Journal Vol. 14, 193-205, December, 2020 ISSN: 2668-7798 www.techniumscience.com

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Figure 1: Marketing Communication Strategy Cycle (Tennyson & Ray, 2005) 1. Identify goals and objectives. The purpose is used to determine the direction of all

activities. Overall the goals and objectives of the organization must be supported by all communication activities. The objectives also need to be set so as a benchmark for evaluating the overall activities that have been carried out.

2. Customer identification. The uniqueness of the target consumer can be known when analyzing and identifying customers. The demographic characteristics such as age, education level, gender, income, and geographical location can be known. The current approach to customers is advantageous. It can be seen now that customers deserve to have their own goals, strategies, messages, and tactics. The main reason for identifying audiences is that different groups need different types of information.

3. Arrange messages. Marketing communication strategies can distinguish the contents of their message about the brand (what is said) and creative execution (how to say it).

4. Develop strategies and tactics. The marketing communication strategy starts with developing strategies and tactics. Strategies refer to the approach used to fulfill one or more communication objectives, while tactics refer to specific tools.

5. Priority. Before planning activities, it is essential to establish criteria in evaluating the priority sequence of strategies and tactics to be applied. The following are some evaluation criteria that can be used, 1) A proven track record, having an organization that proves its strategy and tactics work, 2) Cost versus reach, how much it costs to implement strategy and tactics compared to the number of customers reached and 3) Difficult customers reach, is it possible to use strategies and tactics to reach customers who may be challenging to reach.

6. Make a plan of activities. The most important part of a practical activity plan is to provide identified instructions for each task and within a specific deadline.

7. Evaluation. Without an evaluation of marketing communication, the company does not know where to start communication and does not know the impact of the communication effort.

The steps above are one of the many strategies applied to marketing communication activities.

A marketing communication activity will undoubtedly be strong support in marketing especially if the marketing communication activities are designed, implemented, controlled, and evaluated effectively and efficiently. The terms of reference proposed by Tennyson and Ray generally provide the flexibility for businesses to develop a consistent marketing communication strategy from beginning to end (Tennyson & Ray, 2005). That starts from the process of identifying the goals and objectives of the organization to the evaluation stage.

2.2 Residential Property As a High-involvement Product Category

Based on the function and purpose of its use, property can be classified into 4 (four) groups or categories, namely (Rinaldi, 2019):

1. Commercial. This type has the commercial ability to generate cash flow from all commercial aspects. Examples are offices, shopping centers, lodging, and shop houses.

Identification of Goals and Objectives

Customer Identification

Composing Message

Develop Strategies and

Tactics

Priority Make an

Activity Plan Evaluation

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2. Occupancy. This type has the primary purpose of being inhabited. In general, there are two types of property: landed houses in the form of houses/residential complexes and high buildings such as flats and apartments.

3. Industry. Real estate in this category is a place for producing or assembling goods, whether through dramatic or manual equipment involving labor. Examples are factories, factory buildings ready for use, warehouses.

4. Public facilities. Usually, this type is used for the public interest and the general public, although it is now starting to become a commercial intended for its members. Examples are universities, places of worship, sports facilities, hospitals, recreation areas.

Consumer involvement in products that he will consume or buy consist of two types of involvement, namely high involvement and low involvement (Dwityas, Briandana, et al., 2020).

This aspect of involvement influences the purchasing decision-making process that is traversed by consumers. High involvement products have several characteristics; 1) high prices in general, 2) complex features, 3) there are considerable differences between alternative products, 4) high purchasing risks, and 5) reflect the buyer's self-concept (Gümüş, 2018).

As a product included in the high involvement product category, residential property has all of these characteristics (Rachmawati et al., 2019). As one of the products that generally has a high price compared to other primary needs products, the product also has complex features such as land and building specifications and supporting facilities; each developer can also offer various types of housing that have very characteristic different from each other, the high purchase risk is also faced by potential buyers related to the complexity of the product features they have, this is what drives prospective consumers to have sufficient knowledge before making a purchase decision, most recently, residential property products are also used as one product that can reflect the owner's self-concept, for that the developer offers various types of dwellings that can show a variety of social and economic classes of consumers (Beneke et al., 2011). These varieties are demonstrated through the selection of locations, types of dwellings, and complementary supporting facilities.

2.3 Marketing Communication Mix in Residential Property Business

Kotler, Keller, Brady, Goodman, & Hansen (2016) say that the promotion mix is also called the company's marketing communication mix, which is a specific mix of advertising, sales promotion, public relations, personal selling, and direct marketing tools that companies use to communicate persuasive customer value and build customer relationship.

In promoting the effectiveness and efficiency of marketing communication, Kotler, Keller, Brady, Goodman, & Hansen (2016) proposed eight marketing communication mixes, namely:

1. Advertising is all forms of paid tools from non-personal presentations and promotion of ideas, goods or services through a clear sponsor.

2. Sales promotions, various intensive short-term to encourage trial or purchase of products or services.

3. Company-sponsored events and experiences, activities and programs designed to create daily interactions or interactions related to a particular brand.

4. Public relations or publicity, various programs designed to promote or protect a company's image or its individual products.

5. Direct marketing, the use of letters, telephone, facsimile, email, internet to communicate directly by asking for a response or dialogue from certain customers and prospects.

6. Interactive marketing, activities, and online programs designed to engage customers or prospects directly or indirectly raise awareness, improve image, or create products and services.

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7. Word of mouth marketing, oral, written, and electronic communication between communities relating to excellence or experience buying or using a product or service.

8. Personal sales, face-to-face interaction with one or more prospective buyers for the purpose of making presentations, answering questions, and procuring orders. As for the application of various marketing communication tools above, it can be applied to both the high involvement product category and the low involvement product category.

However, the implementation must be adjusted to the characteristics of each of these product categories. The frequency of promotion must also be considered concerning competitive situations, consumer sensitivity to offers, interest in trade, and the complexity of the promotions used. For example, promotions in the form of price discounts or time-consuming offers that are applied too often can give a negative impression on the quality and relationship between the price and the product offered.

This form of promotion is not very useful when applied to high-category products;

providing significant price discounts tends only to attract resellers rather than end consumers. Conversely, promotions in price discounts are generally more effective when applied to low involvement products (Kotler, Kartajaya, et al., 2016).

For products in the high involvement category, advertising is used not only as a medium that builds consumer knowledge and memories but also as a medium for information retrieval. For this reason, in such cases, mature media consideration is needed. High involvement product advertisements must be placed on media where information can be adequately processed (Richards & Marshall, 2019).

Associated with the characteristics of complex high involvement products, consumers tend to need a wealth of information and input from experts. For this reason, personal selling is considered to be one of the most reliable mixes of marketing communications, where consumers assume that salespeople are experts in the product to be purchased (Wang et al., 2012).

Table 1: Effectiveness of Promotion Mix Elements in Influencing Each Level of Purchasing Decisions

Awareness, Knowledge

Liking, Preference

Conviction Action

Advertising High Moderate Low Low

Public Relations

Moderate Low - -

Sales Promotion

Low Low Low Moderate/High

Personal Selling

Very low Moderate/High High High

(Randhawa et al., 2015)

Table 1 shows the effective use of the promotional mix/marketing communication elements at each stage in a purchasing decision. For high involvement products where knowledge and confidence are important factors that influence consumer purchasing decisions, the promotional mix that can be used as the main elements is advertising and personal selling.

3. Methods

This study uses a qualitative approach to qualitative methods. Qualitative research is a research method used to examine objects' natural conditions (Yin, 2013). Where researchers as a key to the data obtained. In this present study, the data are the interview scripts, field notes, personal Technium Social Sciences Journal Vol. 14, 193-205, December, 2020 ISSN: 2668-7798 www.techniumscience.com

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documents, memo notes, and other official documents, then described in narrative form.

Descriptive studies will be conducted to determine the Strategic Use of Conventional Promotion Mix for Residential Property Consumer Products in the Digital Era (Case Study of company KAL).

In this study, researchers will specialize in selecting individuals directly related to the strategy of using the promotional mix at company KAL. For this reason, the research subjects in this study are:

1. Two marketing managers who are responsible for making decisions regarding planning, implementation, control and evaluation of the use of the promotion mix implemented by the company.

2. A couple of marketing officers, whose responsibilities are promotion mix implementation and control carried out by the company in the field.

According to the pre-research interview results, these parties are behind the success of the marketing communication strategy in the residential property industry in 2019. The strategy has supported the company's success and development to successfully build housing from stage 1 to stage 7.

Primary Data is data obtained directly by researchers. The techniques used to obtain primary data in this study are:

1. Interview, which is an activity of collecting several data in which there is a question and answer conversation with the resource person about something related to the research object.

2. Observation is a way of collecting data by observing the company's activities using the eye without the help of other standard tools for the problem being investigated.

The technique used in obtaining secondary data is through literature study, which is collecting data by studying scientific books, research reports, scientific essays, and others, to obtain information related to theory so that it supports theories that are relevant to the topic of the problem being researched.

4. Results

The research results described in this section are based on information that has been obtained from interviews with the informant, the marketing communication strategy carried out by KAL as one of the real estate companies with unique consumer characteristics in Indonesia. It is known that the marketing communication mix that is used is only two types, namely advertising and personal selling. The results of the study are described in the chart below:

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Figure 2: Research Findings

To achieve success in marketing targets, the company only uses two main marketing communication tools, advertising, and personal sales. Advertising focuses on print media such as brochures, banners, and banners. Whereas personal sales by utilizing exhibitions and cooperation with companies. Specifically, the determination of these tools is included in the design of marketing communication strategies compiled by the company periodically.

Marketing Communication Strategies in the Residential Property Industry

In carrying out its business, KAL creates the design of marketing communication strategies that involve the main stages, namely; 1) Identification of Objectives and Targets, 2) Customer Identification, 3) Composing Messages, 4) Developing Strategies and Tactics, 5) Priorities, 6) Preparation of Activity Plans, and 7) Evaluation. These steps are carried out with plans that are creative, realistic, flexible, and measurable, so they can support the overall success of the company. Specifically, these steps can be explained as follows:

Objectives are an essential aspect of every strategy design. The objective will be a measurement of the effectiveness or success of a strategy. The identification and determination of objectives carried out by Marketing Manager:

"Of course, to make sales. By doing promotions. to attract the attention of consumers with the products offered, so that consumers have an interest in knowing more about the product, then raises the desire to have, so that consumers carry out purchasing activities in accordance with the objectives of marketing communication activities" (Personal Communication).

The main purpose of marketing communication activities carried out to support the sale of housing products offered to consumers, with the concept of the specific objectives, namely to inform the product to the target market so that they have an interest in knowing about the product further and the desire to have a product to make purchases of the product.

The main and specific objectives that have been set by KAL then become a benchmark for the success of each marketing communication activity that will be carried out. After the goals and objectives are set, then an effort is made to identify the target audience as the goal of the marketing communication activities carried out by the company.

The target audience is the target of all marketing communication activities carried out by the company, and then the objectives of the company's marketing communication can be applied

Marketing Communication Strategies in Real Estate

and Property

Advertising Print media

brochure

banner

Personal Selling

Stand

Company collaboration

Exhibition

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to the target audience. The target audience does not only refer to prospective product buyers, they can also be the determinants of purchasing decisions, or those who influence prospective buyers.

Related to the identification of the target audience, the Marketing Manager stated that:

"With the segmentation of men and women aged twenty-one to forty years from the lower middle economic class, namely SES B and C, because it is in accordance with the requirements for the purchase of a home with a basic salary of two and a half million to four million rupiahs" (Personal Communication).

One of the keys to success in implementing its marketing communication strategy is to understand who the target of every communication activity is carried out by the company. The characteristics of KAL's target audience are conveyed from the results of the interview above, namely demographically, men and women aged 21-40 with an average monthly income from 2.5 to 4 million rupiahs.

Specifically, with these characteristics, it is stated that the target audience profession is generally a trader of staples and small and medium businesses. As revealed in the results of the following interview:

"Our target is factory workers and small entrepreneurs, for example, groceries, MSMEs” (Personal Communication).

Furthermore, the targeting efforts made by KAL relates to positioning. One of the Marketing Managers revealed that:

"We want to have a position as a home with affordable costs and adequate facilities; we want when someone wants to buy a simple house, what comes to mind is our product"

(Personal Communication).

It is known that the positioning that KAL in residential property products marketed are simple residential products with affordable prices and adequate facilities.

Identification of precise target audiences in the next stage in the design of marketing communication strategies is the stage of preparing marketing communication messages.

Determination of the message is very closely related to the type of media to be used, for that KAL establishes two primary communication devices, namely advertising and personal selling, as stated in the following interview results:

"We only use two forms of promotion, namely through advertising and sales promos"

(Personal Communication).

The determination of the contents of the commercial message designed by KAL adjusted to the shape of the commercial device used is explained as follows:

"Because we only use print media, the message content in advertising must be dense, concise, and clear, without worries. Which refers to the superiority of product specifications so that consumers are interested in knowing more about the products we offer” (Personal Communication).

It can be concluded from the results of the interview that there has been a unique command message form for each command device used. The main message in the advertisements used focuses on the main advantages of the product, where this element will be a trigger for curiosity element from the target audience. The audience will find out further through other company communication channels such as through personal salespeople. The context uncovers through the results of the following statement:

"While personal selling activities have more inviting message content and also refer to the advantages of the products offered directly." (Personal Communication).

This means that commercial messages delivered through personal salespeople or personal sales activities are more detailed, focusing on persuading target audiences to make product purchases.

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Further steps taken by KAL in developing marketing communication strategies for residential property products are developing marketing communication strategies and tactics. The strategy in question is the approach chosen by the company for the implementation of marketing communications with the target audience. The specific approach, in this case, is determining the commercial mix to be used.

"We use advertising and personal selling" (Personal Communication).

From the interview results, it was found that two commercial mixes to be used to promote their residential property products, namely advertising and personal sales. In determining the commercial mix that will be used is essential to establish criteria in evaluating the priority of the sequence of strategies to be carried out. As revealed in the results of the following interview;

"From year to year, the strategy is still effective for us to carry out" (Personal Communication).

From the interview excerpt, it is known that the determination of advertising and personal selling as the main mix is based on the results of annual evaluations conducted, where the evaluation results show positive results for the promotional activities of KAL. The track record of implementing commercial activities carried out by KAL by only utilizing advertising and personal sales is considered to provide positive value for the company.

"Because the costs incurred to implement the strategies are in accordance with the customers that have been achieved and even the strategy used in the specified zone can include zones that are not even determined" (Personal Communication).

The evaluation results show in more detail the cost efficiencies that have been achieved by utilizing two commercial mix, advertising and personal sales. Their effectiveness in reaching target audiences can even exceed those of the primary target audience area.

After determining the criteria in evaluating the priority sequence has been carried out, it will be easier to determine the planned activities to be carried out by this company.

The priorities in planning strategy conducted by KAL were compiled based on 1) the track record and results of the evaluation of the preceding program, 2) the cost of implementing strategies and tactics, and 3) the duration and deadlines of the program implementation. As revealed through the following interview:

"During the implementation of the commercial program, the company made plans for activities by reviewing the results of evaluations from previous periods. Various tools that we have tried have seen their effectiveness again. For example, we have also done that through advertising in the form of brochures, banners, and banners as well as through personal selling by making stands around factories that have worked with us;

these two tools have always been our mainstay from time to time, only a few invoices were applied adjusted to the conditions of consumers and companies. We also once held an exhibition, but the time of the exhibition was a failure because the targets were not covered, for that we do not use the same tactics at this time. Besides that, the consideration of promotional budget and deadlines is also important for us” (Personal Communication).

As one of the crucial steps, the program evaluation stage is always done by KAL. The form of this evaluation is as follows:

"In one year we do two evaluations, first about how big the goals or objectives that have been set for success, and also evaluating the response of the target audience regarding all communication efforts that we do towards them."

From the interview results above, it is known that KAL conducts an evaluation process twice a year with a focus on achieving the goals or objectives of the marketing communication program and focuses on the point of view of consumers regarding the effectiveness of communication tactics by KAL.

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5. Discussion

The process flow of the marketing communication strategy carried out by KAL in promoting residential property products covers seven main stages; this is also under the Marketing Communication Strategy cycle according to Tennyson and Ray, while the stages are: 1) setting marketing communication objectives, 2) customer identification, 3) compilation of messages, 4) developing strategies and tactics, 5) setting program priorities, 6) preparing activity plans, and 7) evaluation stages.

In general, the goal-setting phase carried out by KAL still focuses on sales direction and targets.

The specified objectives also become one of the important benchmarks in the evaluation phase.

These objectives will be reviewed and measured again at the end of the commercialization program carried out within a certain period (Briandana & Mihardja, 2020). The aim also directs the company in determining each promotes step that will be taken next.

While at the customer identification stage, it focuses on the consumer demographic aspects.

This includes the classification of gender, age, socio-economic class, and total income (Dwityas, Mulyana, et al., 2020). This is still a general identification; ideally, the customer identification stage must be utilized by the company to be able to identify potential customers specifically, as stated by Tennyson and Ray, that only through the customer identification stage can the uniqueness of the target consumer be known. The characteristics of consumers, both geographical, demographic, and psychographic aspects, must be explored in depth. The current approach to customers is beneficial (Mulyana et al., 2020). What is more, it can be seen that customers are now eligible to have their own goals, strategies, messages and tactics. The main reason for identifying audiences is that different groups need different information types (Sutono et al., 2018). The word's detailed understanding of this target consumer group is very useful for companies in determining the tactics and marketing programs that will be run.

The KAL compiled message of various activities focus on various technical aspects inherent in the product. This is in accordance with Kriese & Scholz (2011) that for products with high risk such as residential property products, the most important thing in delivering messages is the complexity of the features, including specifications, facilities, even to the long-term opportunities and risks that will be faced by consumers. What is implemented by KAL is the messages delivery divided into two commercial tactics. The first tactic is utilizing a variety of conventional advertising media, such as brochures and banners in order to convey a brief specification of the products offered, and the second one is personal selling, which brief information received by consumers through conventional advertising media can be explained in more detail and the form of two-way communication direction.

Stages of developing strategies and tactics carried out by KAL focus on determining advertising and personal selling as the main marketing mix based on the results of annual evaluations conducted. The evaluation results show positive results for the promotional activities of KAL.

The track record of implementing commercial activities carried out by KAL by only utilizing advertising and personal sales is considered to provide positive value for the company, both in terms of cost and message coverage. What was stated by Tennyson and Ray directed the company to be able to develop strategies and tactics of marketing communication that are systematic and detailed, where the strategy refers to the approach that will be used to meet one or more communication objectives, while tactics refer to specific tools. KAL to be able to carry out the process of developing strategies and tactics maximally is related to the problem of Technium Social Sciences Journal Vol. 14, 193-205, December, 2020 ISSN: 2668-7798 www.techniumscience.com

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Stages of determining program priorities in planning strategic strategies carried out by KAL are arranged based on; 1) The track record and results of the previous commercial program evaluation, 2) The cost of implementing strategies and tactics, and 3) The duration and deadline for implementing the program. In general, KAL establishes program priorities by seeing whether activity and tactical strategy previously carried out has been able to support the company to achieve the maximum target or not, also by considering the availability of costs and time available.

According to Tennyson and Ray, the company must have a clear deadline and schedule for each planned activity in compiling a commercial activity plan. The most important part of an effective activity plan is to provide clearly identified instructions for each task and within a particular deadline. This is also what KAL in the marketing communication strategy that is run.

Evaluation stage is the final stage; it is an evaluation process conducted twice a year with a focus on achieving the objectives of the marketing communication program. In addition to the goals, such process also concentrates on the consumers’ point of view regarding the effectiveness of communication tactics. This evaluation stage is a crucial stage to measure the success of each commercial activity and program that has been carried out. However, in this case, KAL only evaluates the success or effectiveness of the strategy in the achievement of market objectives. In contrast, the objective is not an aspect that is considered for its feasibility evaluation.

6. Conclusion

To sum up, this present study shows that carrying out marketing communication activities with two conventional devices, namely print/outdoor advertising and personal selling. The activities are still relevant for the residential property industry with the consumer characteristics. In this context, consumer characteristics refer to; 1) people in sub-urban areas, 2) those with limited access to internet and technology (in terms of technical, literacy and cost), 3) people with come from economic class / SES C, 4) have a preference for conventional media consumption, and 5) have trust is higher in the face-to-face communication than mediated. Thus, in determining the marketing communication strategy, it is imperative for companies to identify their target audiences in detail.

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