Dasar-Dasar Periklanan

1. Dasar-Dasar Periklanan A Powerpoint Presentation by Ernst Katoppo Bagian ke-1

2. Defining Mass Communications Mass Communications is a process in which professional communicators use media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways.

3. The Major Media • Print (Books, magazines and newspapers) • Films (Principally motion pictures) • Broadcasting (Radio and television)

4. The Basic Communications Model Channel/ Message Receiver Source/ Sender Encoding Decoding Fields of experience Response Feedback Noise

5. Five Distinct Stages that make up the Process of Mass Communications • The message is formulated by professional communicators • The message is sent out in a rapid and continuous way • using the media • 3. The message reaches large and diverse audiences • 4. Individual members interpret the message parallel to those intended by the communicators • 5. Experiencing these meanings, members are influenced i.e. the communication achieved some effects among targeted audiences

6. Organizational Encoder Interpreter T he ‘mass audience’ Decoder Many receivers, Many identical Interpreting, messages Each decoding, Each connected with a group. Where message is re-interpreted and often acted upon Showing production and reception of mass communications as well as inferential feedback to the medium (after Schramm 1954) Input from news sources, art sources, etc SCHRAMM’S MASS COMUNICATIONS MODEL

7. Marketing Definitions “A combination of selling, advertising and PR” • “The aim of marketing is to make selling superfluous” – Peter Drucker • “The performance of business activities that direct the flow of goods and services from producer to consumer or user” – American Marketing Association

8. Marketing Definitions • Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitably– Chartered Institute of Marketing (UK) • Consumption is the sole end and purpose of allproduction – Adam Smith ( Wealth of Nations)

9. The Customer Value Proposition (CVP) • Offer the right product • To your targeted customers • At a pricethat isacceptable to them • Based on their perception of the value • At a costthat allows you to beprofitable

10. CVP Defined • Definecustomer needsthat the company is trying to meet • Identify at whom it is targeting its activities • State the product’s differencefrom the competitor • Explain the benefitof this difference to customers • Indicatehow the company will provide its offerings

11. Selling vs Marketing • Selling • ‘Introverted’ • Inward looking • Starts with the product • Shorter time horizon • Is about revenue this week • Focused on one aspect of your service • Marketing • ‘Extroverted’ • Outward looking • Starts with the customer • Longer time horizon • About profit this year • The ethos of the organization/company

12. Developing a Marketing Strategy Needs and wants Steps to setting up - Route Map 1.a. SWOTAnalysis 1.b. Market Analysis ‘Needs’ and “wants” are very different. It is critical to understand the difference: 2. Gap analysis • Needs are real • Wantsare aspirational 3.a. Developing new products & services 1.c. Set marketing policy 3.b. Formulate strategy “Research must find out needs not wants Advertising however can often appeal to wants” 4. Planning Time for a Commercial Break! 5. Implementation