IMPLEMENTATION OF MARKETING COMMUNICATION MIX \ud FOR BRAND BUILDING A Descriptive Study at All Sedayu Hotel Gading, Jakarta) \ud

Nowadays, the competition at business sector in Indonesia has pushed companies more creative in using the best strategy in running its operation. There are numerous ways which can be run to promote a company. Among that ways, marketing communication mix is one of the tools used by company to reach its customers. \ud For long time, many companies had applied marketing communication by considering any purposes. Previously in general, the objective of marketing communication mix is ultimately to achieve sales. But nowadays, it can be also agreed that marketing communication mix is to provide information to deal with the customer’s buying. Or for specific reason, marketing communication mix is also used for branding activity from the company in which brands and organizations are presented to their audiences. \ud Among several companies in Jakarta, there is a new company, at hotel service which is trying to build a positive brand. This hotel, All Sedayu Hotel located on Gading area (North Jakarta) is a three stars hotel that builds its branding by using marketing communication mix. Thus far, Marketing Communication Division works for rising the hotel’s branding up to the customer or segmented target. The elements of Marketing Communications mix namely Advertising, Personal Selling, Sales promotion, Event, Publicity and Public Relations, Direct Marketing, Mouth to Mouth and Interactive Marketing which support one another. Therefore this research aims to describe the implementation of marketing communication mix at All Sedayu Hotel by using descriptive-qualitative approach.\ud As the result is that there are two elements which have not been run maximum. Mouth to Mouth and Interactive Marketing can be emphasized much better to support another elements of Marketing Communications mix.\ud \ud \ud \ud \u