Ruang Lingkup IME

@ganjarruntiko

DEFINISI :
Iklan dengan kebutuhan akan ENERGI ELEKTRONIK / ENERGI ELEKTRO-MEKANIKAL untuk mengakses kontennya

Advertising is
A pervasive activity Important rule for purchasing service or product Raises our standard of living Great multiplier of national income

Powerful effect on mass media

Advertising is

Completes a business cycle

Always raises and regularize demand.

Role & responsibility increases as the product grows.

Properly educate the members of the society

No business is possible without advertisement

KELEBIHAN
Relatif LEBIH MURAH dibandingkan Iklan Media Cetak Memiliki DAMPAK SEKETIKA Lebih MENGHIBUR Khalayak dalam keadaan TIDAK SIAP

KELEMAHAN
Perputaran atau PENGULANGAN yang relatif singkat FLUKTUASI pembayaran TIDAK bebas waktu SELEKTIVITAS demografis yang lemah

Sifat-Sifat Media Beriklan

Touch
W at ch

Pa

Sensory Reception

rt

ic

ip

at

See
Li

ea

Hear

st

en

Radio

Print

TV

WEB

Time Spent

Aspek Sosial Periklanan

1. Bank Mandiri TVC

Pendd.

Agama

4. ???

5. ???

Politik

Budaya

2. ??? 5. ???

Sosial
3. ???

Ekonomi

Aspek Sosial merupakan kegiatan yang dilakukan untuk mencapai tujuan masing2 anggota & kelompok masyarakat

Advertising as Business Process

Strategic Business Plan

Marketing Plan

Marketing Mix Strategy

Advertising or IMC Plan

Iklan dalam Bauran Promosi (Lama)

Sales promotion

Point of purchase

Interactive marketing

Special events

Public relations Direct marketing

Media Advertising
Publicity

Packaging

Direct response

Iklan dalam Bauran Promosi (Baru)

Packaging Sales promotion Direct response

Point of purchase Publicity

Media Advertising

Public relations

Interactive marketing

Direct marketing

Special events

as A Communication Process

Advertising as Communication Process

Sender

Encoding the message

Encoded message in media

Decoding of the message

Receiver

Feed back

Response

The Communication Process

NOISE

SENDER

ENCODING THE MESSAGE

MESSAGE CHANNEL

DECODING THE MESSAGE

RECIEVER

FEEDBACK CHANNEL

Steps in Effective Communication

STEP - 1
Identifying the Target Audience

STEP - 2
Determining the communication objectives

STEP - 3
Designing the message

Steps in Effective Communication

STEP - 4
Deciding the communication budget

STEP - 5
Deciding the appropriate communication mix

STEP - 6
Deciding the channel

Steps in Effective Communication

STEP - 7
Transmitting message

STEP - 8
Measuring the results

BARRIERS
IN MARKETING COMMUNICATION

Foto: churchwhisperer.com

Wrong designing of message

Foto : injuredworkerssupport.org.au

Wrong encoding of message

Foto : marketingventures.wordpress.com

Selection of inappropriate media

Foto: deloitteblog.co.za

Wrong media scheduling

Foto: aspirantsg.com

Wrong decoding of message

Foto: singingthroughtherain.net

Media clutter
Foto: lifehacker.com

Lengthy message

Foto: favim.com

Use of technical or multiple meaning message

Foto: appetizersforlife.blogspot.com

Wrong assumptions

Busyness of receiver

Foto: workingmoms.about.com

MAKING AN

EFFECTIVE
COMMUNICATION!

of message

Foto: msrasberryinc.com

Foto: ec.europa.eu

Appropriate language

Simple encoding

Foto: talkjust.com

Foto: ibelieveinadv.com

Appropriate time of communication

Foto: erikrubright.com

MESSAGE

Foto: echo-six.com

Consistency of message

Foto: linked2leadership.com

Matrix for Communications Objectives

EXISTING AUDIENCES EXISTINNG COMMUNICATION METHODS/TACTICS NEW COMMUNICATION METHODS/TACTICS NEW AUDIENCES

Audience Penetration: Audience Development: taktik lama untuk segmen taktik lama untuk segmen khalayak saat ini khalayak/publik baru

Comm. Development: taktik baru untuk segmen khalayak saat ini

Comm. Diversification: taktik baru untuk segmen khalayak/publik baru

Source: Guy Masterman & Emma H. Wood, 2006:41

Communication Effects Models and Objectives

AIDA DAGMAR Unawareness Awareness Interest Awareness Comprehension Awareness Knowledge Liking Desire Conviction Action Action Preference Conviction Purchase LavidgeSteiner Objectives
50% awareness among 18-25 year olds within three years 20% increase in web hit rate within two months 10% request for brochure for local newspaper advertising Listed among top 3 national festival by 60% of audiences Top position among 18-25 year olds within 3 months Attain 10% of 18-25 year olds to choose the product 75% of audiences to use, buy, register within 3 months

Wood & Masterman, 2006

Advertising Effect on Consumer

Related Behavior Dimensions Movement toward purchase Example of types of promotion or advertising relevant to various steps

The realm of motives Ads stimulate or direct Desires

Purchase

Point of purchase retail store ads deals last-chance offers price appeals testimonials

Conviction The realm of emotions

Ads change attitude and feelings

Competitive ads argumentative copy

Preference Liking Knowledge

image copy status, glamour appeals Announcements, descriptive copy, classified ads, slogans, jingles, sky writing

The realm of thoughts

Ads provide information and facts

Teaser campaigns

Awareness Belch & Belch, 2007: 207

Communication Effect of Pyramid

5% Repurchase Regular use

20% Trial 25% Preference

40% Liking

70% Knowledge/Comprehension

90% Awareness
Belch & Belch, 2007: 208

Dont Believe the Experts ! Televisi tidak akan mungkin bertahan di pasar lebih dari enam bulan. Orang akan bosan dan letih memandang kotak setiap malam
(Darryl F. Zanuck, Head of 20th Century Fox, 1946)

Dont Believe the Experts !

Itu sebuah temuan yang hebat namun siapa yang mau menggunakannya?
(US President Rutherford B. Hayes, after participating in a trial telephone conversation between Washington and Philadelphia in 1876).

Dont Believe the Experts !

I think there is a world market for about five computers

(Thomas J. Watson Sr., Chairman of IBM, 1943)

Dont Believe the Experts !

Transportasi dengan kuda akan terus bertahan.otomobil hanyalah sekadar tren sesaat
(Nasehat dari Direktur Bank Michigan pada tahun 1903 kepada seorang pengacara tentang perusahaan baru bernama Ford. Pengacara tersebut mengabaikan nasehat itu, dan tetap membeli saham perusahaan baru tersebut sebesar $ 5,000. Beberapa tahun kemudian nilai saham investasinya telah menjadi $ 12 juta).

TUGAS 2
Transkripkan Iklan audiovisual dan radio yang sudah Anda kumpulkan menjadi sebuah copywriting. Tugas diketik ke dalam kertas ukuran A4 yang diberi sampul / halaman sampul Dikumpulkan maksimal pada hari Rabu, 20 Maret 2013 jam 15.00 di administrasi jurusan Menandatangi presensi tugas (tidak diwakilkan)

@ganjarruntiko