definisi, pengantar, dan ruang lingkup ime

7/29/2019 Definisi, Pengantar, Dan Ruang Lingkup IME

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Ruang Lingkup IME@ganjarruntiko


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DEFINISI :

Iklan dengan kebutuhan akan

ENERGI ELEKTRONIK / ENERGI

ELEKTRO-MEKANIKAL untuk

mengakses kontennya


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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


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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


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KELEBIHAN

RelatifLEBIH MURAH

dibandingkan Iklan MediaCetak

Memiliki DAMPAK SEKETIKA

Lebih MENGHIBUR Khalayak dalam keadaan

TIDAK SIAP


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KELEMAHAN

Perputaran atau PENGULANGAN

yang relatif singkat

FLUKTUASI pembayaran

TIDAK bebas waktu

SELEKTIVITAS demografis yang lemah


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ParticipateWatch

Read

Listen

Radio Print TV WEB

SensoryRecep

tion

Touch

See

Hear

Time Spent

Sifat-Sifat Media Beriklan


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Aspek Sosial Periklanan

Pendd.

Ekonomi

Sosial

Agama4. ???

5. ???

1. Bank MandiriTVC

2. ???

3. ??? Aspek Sosial merupakankegiatan yang dilakukan untukmencapai tujuan masing2 anggota& kelompok masyarakat

BudayaPolitik

5. ???


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Advertising as Business Process

StrategicBusinessPlan

MarketingPlan

MarketingMixStrategy

Advertisingor IMC Plan


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Point ofpurchase

Publicrelations

Directmarketing

Interactivemarketing

Specialevents

Packaging

Salespromotion

Directresponse

MediaAdver-tising

Publicity

Iklan dalam Bauran Promosi (Lama)


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Point ofpurchase

Publicity

Interactivemarketing

Publicrelations

Directmarketing

Specialevents

PackagingSales

promotionDirect

response

MediaAdver-tising

Iklan dalam Bauran Promosi (Baru)


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as A Communication Process


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Advertising as Communication Process

Sender

Encodingthe

message

Encodedmessage

in media

Decoding

of the

message

Receiver

Feed back Response


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The Communication Process

SENDERENCODINGTHE MESSAGE

MESSAGECHANNEL

DECODING THEMESSAGE

RECIEVER

FEEDBACK

CHANNEL

NOISE


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Determining the communication objectives

STEP - 2

Steps in Effective Communication

Identifying the Target Audience

STEP - 1

Designing the message

STEP - 3


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Deciding the channel

STEP - 6

Deciding the appropriate communication mix

STEP - 5


Deciding the communication budget

STEP - 4


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STEP - 8

Measuring the results


Transmitting message

STEP - 7


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BARRIERSIN MARKETING

COMMUNICATION

Foto: churchwhisperer.com


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Wrong designing ofmessage

Foto : injuredworkerssupport.org.au


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Wrong encoding ofmessage

Foto : marketingventures.wordpress.com


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Selection of inappropriate media

Foto: deloitteblog.co.za


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Wrong mediascheduling

Foto: aspirantsg.com


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Wrong decoding ofmessage

Foto: singingthroughtherain.net


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Media clutterFoto: lifehacker.com


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Lengthy message

Foto: favim.com


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Use of technical ormultiple meaningmessage

Foto: appetizersforlife.blogspot.com


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Wrong assumptions


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Busyness of receiver

Foto: workingmoms.about.com


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MAKING AN

EFFECTIVECOMMUNICATION!


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of message

Foto: msrasberryinc.com


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Appropriate language

Foto: ec.europa.eu


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Simple encoding

Foto: talkjust.com


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Appropriate time of

communication

Foto: ibelieveinadv.com


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MESSAGE

Foto: erikrubright.com


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Consistency of

message

Foto: echo-six.com


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Foto: linked2leadership.com


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Matrix forCommunications Objectives

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

EXISTING AUDIENCES NEW AUDIENCES

EXISTINNG

COMMUNICATION

METHODS/TACTICS

Audience Penetration:

taktik lama untuk segmenkhalayak saat ini

Audience Development:

taktik lama untuk segmenkhalayak/publik baru

NEW

COMMUNICATION

METHODS/TACTICS

Comm. Development:

taktik baru untuk segmenkhalayak saat ini

Comm. Diversification:

taktik baru untuk segmenkhalayak/publik baru


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Wood & Masterman, 2006

AIDA DAGMAR Lavidge-Steiner

Objectives

Unawareness 50% awareness among 18-25year olds within three years

Awareness Awareness Awareness20% increase in web hit ratewithin two months

Interest Comprehension Knowledge 10% request for brochure forlocal newspaper advertising

Liking Listed among top 3 nationalfestival by 60% of audiences

Desire Preference Top position among 18-25year olds within 3 months

Conviction Conviction Attain 10% of 18-25 year oldsto choose the product

Action Action Purchase 75% of audiences to use, buy,register within 3 months

Communication EffectsModels and Objectives


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Advertising Effect on Consumer

Belch & Belch, 2007: 207

Related Movement Example of types of

Behavior toward promotion or advertising

Dimensions purchase relevant to various steps

The realm of motives

Ads stimulate or

direct Desires

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

The realm ofemotions

Ads change attitudeand feelings

The realm ofthoughts

Ads provideinformation and facts

Point of purchase retail store adsdeals last-chance offers priceappeals testimonials

Competitive ads argumentativecopy

image copy status, glamourappeals

Announcements, descriptive copy,classified ads, slogans, jingles, skywriting

Teaser campaigns


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Communication Effect

of Pyramid

Belch & Belch, 2007: 208

5%RepurchaseRegular use

20% Trial

25% Preference

40% Liking

70% Knowledge/Comprehension

90% Awareness


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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 !


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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).


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I think there is a world market for

aboutfive computers

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



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Transportasi dengan kuda akan terus

bertahan.otomobil hanyalah sekadartren sesaat


(Nasehat dari Direktur Bank Michigan pada tahun 1903 kepada seorangpengacara 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).


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TUGAS 2

Transkripkan Iklan audiovisual dan radio yangsudah Anda kumpulkan menjadi sebuahcopywriting.

Tugas diketik ke dalam kertas ukuran A4 yangdiberi sampul / halaman sampul

Dikumpulkan maksimal pada hari Rabu, 20Maret 2013 jam 15.00 di administrasi jurusan

Menandatangi presensi tugas (tidakdiwakilkan)


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@ganjarruntiko

definisi, pengantar, dan ruang lingkup ime

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