why gratis
DESCRIPTION
Departemen Ilmu Komunikasi, FISIP Universitas IndonesiaTRANSCRIPT
Bisnis Industri Media TV
WHY GRATIS, WHY NOT?DIRECT & INDIRECT TRANSACTION
EXPLAINED
Amelia Day4th CLASS
14 Oktober 2011
???
Communication
Transaction
Communication
Transaction?
PAYlater
later
INDIRECTTransaction
Audience = Potential Buyers
NOISEA!
HA?
Asymetric Information
ADSReduce noise? Make more noise!
!
?
FMCG Fast Moving Consumer Goods
FMCGas your fast moving ads
ADVERTISEMENT
GoodsServicesImages
IMAGE RIGHTS
Fans = VERY Potential Buyers
… HYSTERIC FANS SHALL ABSOLUTELY BUYWHATEVER JLO WEARS,EATS, OR BREATHS AT...
GLOBALhysteria
MEASURING HYSTERIA: TV
Quantity only
webpronews.com
MEASURING HYSTERIA: NET
State Subsidies
People's License Fees
Advertisement
STATE SUBSIDIES &
PEOPLE'S LICENSE FEES
ONE-SIDED MARKET: SUBSIDY TV
1945-1969SUBSIDIES
DIRECTTRANSACTION
Govt → TVRI
DIRECTTRANSACTION
INDIRECTTRANSACTION
INDIRECTTRANSACTION
INDIRECTTRANSACTION
+ HYSTERIA PARAMETER TO BUY ABSOLUTELY
TWO-SIDED MARKET: ADS TV
One-way Communication
Indirect Transaction
Objectives of Advertising
1. Awareness: making the consumer aware of the existence of the brand or company.
2. Comprehension (Understand): making the consumer understand the product or its uses.
3. Conviction (Persuasion): persuading the consumer to buy the product.
4. Action: getting the consumer to actually purchase the product.
Mukesh Trehan and Ranju Trehan, Advertising and Sales Management halaman 77
Ads Dynamics
www.magazine.org
Complex Trade Process
Thanx to...
NEXT WEEK:
TECH ISSUE OF GRATIS & PAID TV: OTT TV, BROADCAST TV, TELCO TV,
HYBRID TV