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Advertise (transitive verb) Advertisement (NOUN) Advertising (VERB) : to make something known to : notify a public notice; especially : one published in the press or broadcast over the air the business of preparing advertisements for publication or broadcast a : to make publicly and generally known MERRIAM WEBSTER DICTIONARY the action of calling something to the attention of the public especially by paid announcements
ISTILAH PENTING PROMOSI segala kegiatan untuk memperkenalkan produk, individu atau organisasi kepada masyarakat contoh : Perusahaan Lion melakukan promosi produk pasta gigi dengan menggunakan : iklan televisi, sales promotion-(yang dilakukan adalah premium in on near pack) dengan beli 2 pasta mendapat 1 deterjen dll. PERIKLANAN (advertising) proses kegiatan beriklan, merupakan salah satu bentuk (bagian) dari kegiatan promosi contoh : kegiatan PT lion dalam membuat iklan hingga mendistribusikan iklan pasta gigi IKLAN (advertisement) produk yang dihasilkan dari kegiatan beriklan contoh : iklan pasta gigi LION Ubiquity phenomenon manusia tidak dapat lepas dari terpaan iklan
Advertising Communication Model Noise: external • Public opinion • Marketing strategy • Competition • Other noise Source: Advertiser (objectives) Message: Encoding (by agency) Media Mix: Channels Noise : Internal • Perceived needs • Information processing • Attitudes&opinion • Other noise Feedback Receiver: Consumer Reception and Responses -Percieve -Understand -Feel -Connect -Believe -Act
Definition of advertising Advertising is PAID FORM of PERSUASIVE COMMUNICATION that uses mass (or massive) and interactive media TO REACH BOARD AUDIENCES in order to CONNECT AN IDENTIFIED SPONSOR WITH BUYERS (a target audience) and provide information about products (goods, services, and ideas) (Wells, barnett and Moriarty. 2009: 55)
The Nature of Advertising 20 - 6 advertising is distinguished from other forms of promotion as follows it has a verbal and/or visual message the sponsor of the message is identified delivery is through recognizable media there is payment by the advertiser to the media for carrying the message advertisers are increasingly being able to reach specific audiences with tailor-made messages
Advertising 20 - 7 Includes all activities involved in presenting a non-personal, sponsor-identified, paid-for message about a product or organization. Can classify it by: The target audience: consumers or businesses Commercial vs non comercial Objective: Primary or selective demand
Advertising to Target Audiences 20 - 8 advertising can be classified by the target audience to which it is directed : consumer advertising generally appears in mass media and is directed to end consumers: may be product or institutional in nature business-to-business advertising is often called trade advertising and is directed to a business market. Ad to target audiences Consumer (B 2 C) Business (B 2 B)
b 2 c b 2 b
ADVERTISING TYPES BASED ON CHARACTERISTICS COMMERCIAL NON COMMERCIAL
What are the Objectives? 20 - 11 primary-demand • advertising is intended to stimulate use of a category of products selective-demand advertising • is intended to encourage purchase of a particular brand or the products and services of a specific firm • Involves comparing a product to its competing brand • May be: • Direct, naming competitors outright • Less direct, alluding to competitors (e. g. , “leading brand”, “Brand X”) but not
Co-operative Advertising 20 - 12 co-operative advertising involves the sharing of the cost of advertising by two or more sponsors: �a manufacturer and retailers (vertical), vertical or � a group of retailers (horizontal) (horizontal
Advertising Function Informing Assisting other company efforts Adding value Advertising Function Persuadin g Reminding
Types of Advertising based on Communication Objective (based on advertisin g function – not mutually exclusive) Informing Types of Advertising based on Communicatio n Objective Persuading Reminding Adding value Assisting other company efforts
Communication Objective. . (1) : Informing • One Adv function is publicize brands. • That is advertising makes consumers aware of new brands, educates them about a brand’s distinct features and benefits, and facilitates the creation of positive brand images.
Communication Objective. . (2) : 2. influencing -- persuading • Effective advertising influences prospective customers to try advertised products, services and other enties. . • Ads also persuade people to adopt certain behavior, or directing audiences mind toward specific issues bring by ads. • Sometimes advertising influences primary demand—that is, creating demand for an entire product category. • More frequently, advertising attempts to build secondary demand,
Communication Objective. . (3) reminding and increasing salliance • Advertising keeps a company’s brand fresh in the consumer’s memory. • When a need arises that is related to the advertised product, the influence of past advertising makes it possible for the advertiser’s brand to come to the consumer’s mind as a purchase candidate
Communication Objective. . (4) : Adding value • Advertising adds value to brands by influencing perceptions. • Effective advertising causes brands to be viewed as more elegant, more stylish, more prestigious, of higher quality, and so on. • Ex : chevrolet – camaro – bumble bee
Communication objective. . (5) Assisting other company effort • Advertising is just one member of the marcomm team. • Advertising’s primary role is at times to facilitate/enhance other marcom efforts. • ex : info packaging , info discount
An Advertising Campaign (Steps 1 and 2) 20 - 20 1. 2. Transforming a theme into a coordinated advertising program to accomplish a specific goal. Objectives of the campaign determined by firm’s overall marketing strategy. Typical objectives are: � � � Support personal selling Improve dealer relations Introduce a new product Counteract substitution Expand use of a product category
The Advertising Campaign (Steps 3 and 4) 20 - 21 Creating a message that: �Gets and holds the attention of the intended audience. �Influences the audience in the desired way. Selecting media involves: �The choice of a medium such as television, radio, newspaper, or magazine. �The specific category of the selected medium to be used, such as special interest (Chatelaine) vs. general interest magazines (Maclean’s). �The specific media vehicles.
The Campaign Budget 20 - 22 A budget must be allocated among the various activities comprising the overall promotional program. Promotional budgets can be extended with co-operative advertising.
Choosing Media 20 - 23 Objectives of the ad. Audience coverage. Requirements of the message. Time and location of the buying decision. Media cost (CPM) Media characteristics.
Characteristics of Key Media 20 - 24 Newspapers: flexible, local Television: versatile, powerful but costly, fragmented Radio: strong locally, cheap but single medium Magazines: top quality, little flexibility Direct Mail/e-mail: personal, selective, effective, but tough
More Key Media 20 - 25 out-of-home advertising specialty advertising (its not advertising, it’s a merchandise ) emerging media: � World Wide Web � infomercials � place-based media � videos and CD-ROMs � yellow pages � Etc
Evaluating the Major Media 20 - 26 newspapers are flexible and timely, have a local orientation and wide coverage, low cost television is versatile, but audience is now fragmented, reaches mass audiences direct mail is efficient, targets certain audience radio stations target specific segments, low cost, local orientation, short message life magazines deliver quality advertising to specific segments, message stays around
The Changing Nature of Media 20 - 27 media are becoming less mass, more targeted cable TV offers many specialty channels direct-to-home TV adds to fragmentation lots of new out-of-home media Yellow Pages and other directories on CDROM place-based media where they shop and live advertising on the Web works as Yellow Pages does -- the customer seeks out the advertiser
Evaluating Advertising 20 - 28 It is difficult to measure the sales effectiveness of advertising because: �Ads have different objectives. �Ads can have an effect over time period. �Measurement problems. Effectiveness can be tested: �Before an ad is presented. �While it is being presented. �After it has completed its run.
Organizing for Advertising 20 - 29 Develop an internal advertising department. � Many large retailers do this. Use an outside advertising agency. � Specialized, skilled professionals. � Experienced, many services offered Do both.