advertising plann pengantar iklan dan marcomm
DESCRIPTION
TRANSCRIPT
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ADVERTISING Planning Marcomm & Advertising, Fikom, UMB, 2013 Judhie Setiawan, M.Si
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Step 1
Step 3
Step 2
Step 4
Step 5
Six Steps of the Communication Process
Step 6
Identify Target Audience
Determine Communication Objective
Develop Media Plan
Create the Message
Execute the Campaign
Evaluate the Effectiveness of the Campaign
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TKV
Identify and analyze target market
Define Advertising objectives
Create advertising platform
Determine advertising
appropriation
Evaluate advertising
effectiveness
Execute campaign
Create advertising messages
Develop Media plan
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+ Exploring the Levers Across the Relationship Stages
l Television, iTV l Magazines and newspapers l Radio l Yellow pages l Billboards / outdoor ���������
Awareness
l Television, iTV l Magazines and newspapers l Radio
Exploratory /���Expansion Commitment
l Terminate marketing
Dissolution
l Banner ads l Search engines l Listings
l Classifieds
l E-mail
l Direct mail l Telemarketing
l Permission e-mail
l Website l Personalized pages
l Customer service l Customer service
l Sales force l Sales force l Sales force
l Rich media ads and dynamic ad placement
l Website
l E-mail
l Permission direct mail l Direct mail l Telemarketing
l Public relations
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Advertising Objectives
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TKV
Informative Advertising
Build Primary Demand
Persuasive Advertising Build Selective Demand
Reminder Advertising Keeps Consumers Thinking
About a Product.
Advertising Objectives • Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time
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We goes to The Media Planning
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This was global advertising in 2013: Where will media get a look-in over….
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AdSpend
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TELEVISION ADVERTISING
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RADIO
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NEWSPAPER
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MAGAZINES
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CINEMA
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OUT of Home
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ADVERTISING ON TRANSPORT
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INTERNET ADVERTISING
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SCOPE OF ADVERTISING
Mission
Measure
Media Message
Money
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The five Ms of advertising
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AIDA Advertisers should seek :
Ø A – Increase Awareness
Ø I – Create Interest
Ø D – Develop a desire
Ø A – Actions that Encourage customers to buy
Advertising seeks to move potential buyers through these stages .
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TKV
Response Hierarchy Models Communi-
cations Model
AIDA Model
Innovation- Adoption
Model Hierarchy-of-
Effects Model
Stages
Cognitive stage
Affective stage
Behavior stage
Awareness
Trial
Adoption
Interest
Evaluation
Purchase
Liking
Preference
Conviction
Awareness
Knowlege
Attention
Interest
Desire
Action Behavior
Attitude
Intention
Exposure
Reception
Cognitive response
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Advertising & the PLC
Product Life Cycle
Introduction
Growth Maturity
Saturation Decline
Advertising
Informative
Persuasive
Reminder
AIDA
Attention Interest
Desire Action
All 4
Objectives
Increase in sales
Increase in market share
Corporate Image
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Let’s take a look at The Brand
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United States Mobile Phone AdSpend
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Blackberry down to 3rd in Indonesia (www.techinasia.com, Dec 16, 2013)
Blackberry down to third place in Indonesia, beaten by rising star Smartfren. Samsung’s sales were miles away from its competitors with 1.054 million units sold. Runner-up Smartfren Andromax sold 339,000 phones while Blackberry sold 330,000 units. Fourth position goes to Lenovo, which managed to sell 311,000 phones. Other phone brands making it into the top 10 are Evercoss, Sony, Mito, Apple, Nokia and LG.
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The Advertising Campaign
� When developing a marketing communication strategy, you do not restrict your plan to just advertising
� Many things are also done such as direct mailing, PR, special events, radio, media (incl. unconventional media)
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Celebrity Marketing
� Having celebrities lend their name and influence to the promotion of a product.
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TKV
Advertising Program Evaluation
Communication Effects
Is the advertisement meeting the specific
communication objective?
Advertising Evaluation
Sales Effects (to the extent possible)
Is the Ad Increasing Sales?
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Main Parties involved in Advertising
Regulatory Organizations
Government
Competitions
ADVERTISER
Facilitating Organizations
Advertising Agency
Media
Research supplies
Markets and Consumer Behavior
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Thank you…