Newsworthy Marketing SAP03 Hifni Alifahmi Email alifahmi 21yahoo
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Newsworthy Marketing SAP#03 Hifni Alifahmi Email: alifahmi 21@yahoo. com
News-Value Harris/Walen Significance (nilai yang cukup besar atau dampak yang luas). Prominence (mengutip pernyataan tokoh, pejabat teras atau selebriti). Unusualness (terbesar, terkecil, terluas, dan sejenisnya). Proximity (kedekatan lokasi dan/atau isu secara psikologis di hati publik). Human interest (menyentuh Timelines (kejadian terkini hati atau sisi kemanusiaan). dan tidak cepat basi). Conflict (kontroversial, perdebatan, atau perseteruan). Newsness (penemuan teknologi, aplikasi atau cara baru yang inovatif). Thomas Harris (2006).
The Harris Grid Consumer/ Media High Interest to Consumers Low Interest to Consumers High Media Interest Consumer Electronics Entertainment A Cars Low Media Interest Beer Soft drinks Athletic shoes Razors, Cereal Cranberry Juice Aspirin B Trash bags Car mufflers Detergents C Thomas L. Harris, The Marketer’s Guide to Public Relations in the 21 st Century, 2006. D
Publikasi Produk Bernilai Berita Tinggi Nilai Daya-tarik Konsumen Kategori Produk/Merek Peluang Publikasi Produk Daya Tarik A Tinggi: Telekomunikasi Hand-phone Otomotif/mobil Telkomsel, Panasonic Nokia, Samsung HP Toyota Avanza, Kompas Promo, Duta Telkomsel/XL Berita produk baru Berita dan ulasan (komentar) Daya Tarik Rendah: B Farmasi Makanan olahan Bubur Bayi Milna Berita event Bayi Promag, Dancow Hebat Milna Indomie vs Mie Sedaap Liputan CSR Dominasi vs inovasi
Sports Marketing PR
Publikasi Produk Bernilai Berita Rendah Nilai Daya-tarik Konsumen Kategori Produk/Merek Daya Tarik Tinggi: Pocari Sweat, Sosro Inovasi dan dominasi BCA, Niaga, Mandiri pasar Susu Bendera Perebutan dominasi Iklan tiga dialek lokal Minuman C Perbankan Susu Kental Manis Daya Tarik Rendah: Sun. Silk Fresh n Sampo rambut wanita Clean Perawatan wanita D Softex Penerbangan, Garuda Indonesia Wisata Malaysia Truly Asia Peluang Keterkaitan Produk Berita produk baru Lagu khusus ADA Band Citizen brand Bangsa serumpun
Newsworthy Marketing: Pemasaran Bernilai Berita News-Value Korporat/Personal Produk/Brand Human Interest Danone-Zidane 1 liter Aqua = 10 ltr air bersih NTT Proximity Sumbang gempa Lifebuoy Berbagi Sehat Name (Makes News) (Prominence) Toyota-Daihatsu Panasonic Awards Pemasaran Avanza-Xenia (indent) Timelines (Novelty) Hyundai masuk industri Mobil model baru otomotif HP seri baru Conflict Indofood vs Wings Indomie vs Mie Sedaap Sensual Bintang Sarah Azhari Penjualan 1, 5 juta Mitsubishi Hormovitan Factual Anlene: pencegahan osteoporosis
Marketing PR Rinso
Tim Tujuh Rinso Ayo Main ASAL TIM Tim Marketing & Brand Tim Corporate Relations Tim Sales Lowe, strategi komunikasi R&R, hubungan media/publik Mindshare, media placement/buying Ogilvy Action NAMA ANGGOTA JABATAN Ainul Yaqin Roberto Saputra Tanti & Juli Maria Dewanti Dwianto Elvera Nuriawati Makki Ida Agustina Satwiko Marketing Manager Rinso Senior Brand Manager Rinso Assistant Brand Manager Rinso External Comm Manager External Comm Assistant Manager National Activation Manager Trade Category Manager Ayu Fadjar Arimanda Hanny Rika Novriady, Vira Madjid, Hanny Setiawan Gordon Yap Hana NA Account Director Senior Account Executive Creative Director NA Account Director Implementor NA, eksekusi lapangan Sumber: Diolah dari majalah Mix 08, 23 Agustus 20 September 2007, hlm. 29.
Newsworthy Marketing: Pemasaran Bernilai Berita News-Value Success Story Continuity (follow-up story) Extraordinary (Unusualness) Humor Uniqueness Significance Struggle Korporat/Personal Kompas 40 Tahun BNI 60 Tahun Gebyar BCA Seri baru HP Nokia Keluarga Intan (suamiisteri panutan) Cap Lang Produk/Brand Produksi ke sejuta Indonesian Idol Mamamia Jemuran terpanjang Rinso (Rekor MURI) Pelawak Tukul-Basuki Untung Beliung BRI? Ayo Melangkah Agen 1000 Sunlight Bersama Anlene Penjualan Sejuta Kijang Catwalk terpanjang Manhattan Card Ferry Suntoro RCTI Rinso Ayo Main, disandera GAM Jangan Takut Kotor
Marketing PR Rinso
Pemasaran Bernilai Berita
Event Marketing/PR
Event Marketing PR
5 Degrees of Customer Bonding • • • Awareness Bonding Identity Bonding Relationship Bonding Community Bonding Advocacy Bonding
Profil Sekilas Dr. Hifni Alifahmi, M. Si. Pendidikan: • S 1 FISIP-UI - Adm. Niaga/Marketing (lulus 1989); S 2 MM-Komunikasi UI - Marketing Communications (lulus 1996); Program S 3 Komunikasi UI (lulus 2011). Pekerjaan: • 2007 -sekarang: Spirit Marketing Communications, President Director, konsultan/trainer PR/Corporate Communications, Mkt Communications. Pengajar di Magister Manajemen Komunikasi UI dan MM Komunikasi Trisakti. • 2002 -2006: Bank Syariah Mandiri: Corporate Secretary, Staf Khusus Direksi bidang Komunikasi Produk, Kepala Divisi Corporate Affairs & Legal. • 1992 -2002: Indofood: External Relations Manager, Corporate Communications & Public Relations Manager. • 1990 -1992: Konsultan Manajemen/Pemasaran. • 1989 -1991: Inter-University Center & Pengajar FISIP-UI. Portfolio sebagai Konsultan/Trainer: 2009: Trilogi Strategi PR IPB, Strategi Kehumasan Revitalisasi BKKBN, Corporate Communications/PR Manual Jasa Marga; 2008: Kajian Strategi Kehumasan Bappenas, Crisis Communication Manual Pertamina; 2007: Strategi Kehumasan (Media. Center) Depkumham, Strategi Kehumasan Bulog, Publikasi/Media Relations Dirham Card Danamon Syariah. Publikasi Buku: Media Frames, dan Corporate Reputation Framing (proses 2011). Marketing Communications Orchestra (2008), Spiritual Marketing Communications (2008), Sinergi Komunikasi Pemasaran (2005), Marketing Public Relations, editor (1994), Strategi Pemasaran Internasional (1991), penerjemah Maxi. Marketing (1995).
- What makes something newsworthy
- News values
- Bridge breaks in central java killing 5
- What makes a crime newsworthy
- Language features of news item
- Formal and informal email
- Wiitfm
- Advantage and disadvantage of email marketing
- Forrester wave predictive analytics 2016
- Forrester wave predictive analytics 2016
- Apa itu microsoft dynamics ax
- Harlequin enterprises limited (ca) email marketing
- Zero flush urinal cartridge
- A market refers to:
- Digital marketing marketing refers
- Universal functions of marketing
- Understanding marketing management