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  1. Dasar-Dasar Periklanan A Powerpoint Presentation by Ernst Katoppo Bagian ke-4

  2. What is advertising?S: 01

  3. Advertising Basics 3000 BC 1100 AD 1700 AD Anggur, sampling 5000 years

  4. Advertising Basics

  5. Advertising Basics

  6. Advertising Basics

  7. Advertising Basics

  8. Advertising history Indonesia Advertising Basics One of the pioneers of modern advertising in Indonesia was Muhammad Napis, who, at the age of 27, founded CV Bhinneka Advertising Services in 1952. In 1956 he was also the first Inonesian to hold the position of chairman of PBRI (Persatuan Biro Reklame Indonesia - Unison of Indonesian Advertising Bureaus), which he held until 1972, at which time the PBRI was reestablished as PPPI (Persatuan Perusahaan Periklana Indonesia - Association of Indonesian Avertising Agencies). However, perhaps one of the other pioneers who took advertising to commercial heights, and lend it a more dignified image, is Nuradi, born in Jakarta, on 10 May 1926. With his strong background of foreign services, Nuradi had the advantage of strong writing skills. His experience includes English news presenter with Radio Republik Indonesia, interpreter for Bung Karno, Bung Hatta and Ir. H. Juanda, even led the team of interpreters to the Round table Conference in the Hague. After a series of diplomatic mission he resigned from the services and, after a year long training course at SH Benson Ltd, in London, he founded InterVista in 1962 and was among the first to place his commercials through, the government owned, Televisi Republik Indonesia. Among his first advertisements were: Hotel Tjipajung, Masayu heavy equipment, Lambretta scooter, Indomilk Sedaaap, Anker Bir, Mascot cigarettes and Vespa scooter with the highly memorable slogan: Lebih baik naik Vespa.

  9. Advertising Basics Advertising Paid, non-personal communication on behalf of a sponsor to promote goods, services or ideas. Mass communications an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser. ad vertere … to turn the mind toward

  10. Advertising Basics Periklanan/Reklame Promosi Sales Promotion Personal Selling Public Relations

  11. Advertising Basics Advertising Consumer Product Personal Selling Sales Promotion Public Relations

  12. Advertising Basics Why Advertise? Introduce, create awareness Support sales and/or activities Convey an image, /improve, /correct Demonstrate product uses Increase frequency of use Expand product applications/uses Counter competitive moves Maintain/strengthen loyalty ……..

  13. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  14. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  15. Advertising Basics

  16. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  17. Advertising Basics

  18. Advertising Basics

  19. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  20. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  21. Advertising Basics Rinso Promo? Pepsodent Promo? • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  22. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  23. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ….....

  24. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ……..

  25. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ……..

  26. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ……..

  27. Advertising Basics • Why Advertise? • Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct • Demonstrate product uses • Increase frequency of use • Expand product applications/uses • Counter competitive moves • Maintain/strengthen loyalty • ……..

  28. It is the experience of advertisers that to secure a handsome and effective display of any advertisement, which is to appear in a large number of newspapers, care must be taken to furnish each with copy which, if followed, will produce the desired effect. An ordinary compositor has not the necessary skill to make an effective card from manuscript, but even a boy will do very well when he has before him a printed slip showing which words should be displayed and what sort of type may be advantageously used. Some newspapers obtain good reputation for the good taste displayed in the setting up of their advertisements, and their customers frequently show their appreciation thereof by ordering their cards into that newspaper first, and authorizing others to copy from it. To be able to properly display an advertisement requires much skill, but to make the same more attractive, and at the same time occupy less space, is a work requiring genius. When advertising space costs dollars for every line, it pays to employ the best talent to be obtained. Recognizing the importance of this matter, we fitted up an office with special reference to enabling our compositors to make the most attractive display possible, in the designated space, with every advertisement instructed to their care. At the same time, our selection of types are confined mainly to those styles that are standard and likely to be found in every well ordered newspaper office. It would be idle to attempt a display which other printers would not possess the material necessary to enable them to follow copy. Employing men of known skill and experience, we give them the additional benefit of constant practice, and believe that we are thus enabled to secure advantages of no small importance to our customers. Ours is the only establishment in the country which has devoted any special pains or study in this matter, and is the only Advertising Agency which has thought it worth while to have a printing office of its own. Our printing department has now been in operation nearly five years, and our men has thus had time to perfect themselves in the art of writing up advertisements. We refer to our many patrons for further information concerning the value of our facilities. Address orders to: Oops, you can't read this? No problem, we'll fix that...

  29. Advertising basics It is the experience of advertisers that to secure a handsome and effective display of any advertisement, which is to appear in a large number of newspapers, care must be taken to furnish each with copy which, if followed, will produce the desired effect.

  30. Advertising basics An ordinary compositor has not the necessary skill to make an effective card from manuscript, but even a boy will do very well when he has before him a printed slip showing which words should be displayed and what sort of type may be advantageously used

  31. Advertising basics Some newspapers obtain good reputation for the good taste displayed in the setting up of their advertisements, and their customers frequently show their appreciation thereof by ordering their cards into that newspaper first, and authorizing others to copy from it.

  32. Advertising basics To be able to properly display an advertisement requires much skill, but to make the same more attractive, and at the same time occupy less space, is a work requiring genius. When advertising space costs dollars for every line, it pays to employ the best talent to be obtained.

  33. Recognizing the importance of this matter, we fitted up an office with special reference to enabling our compositors to make the most attractive display possible, in the designated space, with every advertisement instructed to their care.

  34. At the same time, our selection of types are confined mainly to those styles that are standard and likely to be found in every well ordered newspaper office. It would be idle to attempt a display which other printers would not possess the material necessary to enable them to follow copy.

  35. Employing men of known skill and experience, we give them the additional benefit of constant practice, and believe that we are thus enabled to secure advantages of no small importance to our customers.

  36. Ours is the only establishment in the country which has devoted any special pains or study in this matter, and is the only Advertising Agency which has thought it worth while to have a printing office of its own.

  37. Our printing department has now been in operation nearly five years, and our men has thus had time to perfect themselves in the art of writing up advertisements. We refer to our many patrons for further information concerning the value of our facilities. Address orders to:

  38. Thank you Solution to fuel price hikes? Slides content and design – Courtesy of Ishak Susanto (adapted by Ernst Katoppo)

  39. Ishak Susanto 1973-77 Matari, Account Director 1977-79 InterDelta/Kodak, Sales Mgr Cons Prods 1980-81 AdForce, General Manager 1981-83 McCann Erickson, Account Director 1984-88 Media Master, Managing Director 1988-89 Publishing, Hero, BCA Card … 1989-92 Dentsu, Director Marketing Services 1993-96 Binamark, Director of Operations 1997-current Marketing Communications Consultant 1999-2003 VP Marketing PT Epsylon Citra Informatika 2002-current Lecturer LSPR, ITKP 2003-2004 Editor Travel Magazine, Jamsostek

  40. Tugas kelompok berikutnya...

  41. Buatlah Folder koleksi iklan-iklan yg menurut penilaian kalian menarik. Nanti akan kita pilih u/ membahas beberapa diantaranya dalam kelas. • Iklan cetak bisa di-scan dan disimpan dalam format Pps (2003) atau Words. Iklan cetak selain iklan di suratkabar/majalah, juga termasuk selebaran, poster. • Sedangkan TVC disimpan dalam format yang dapat ditayangkan melalui Windows Media Player. • Iklan Radio juga harus dapat diperdengarkan • sesuai program yang ada pada komputer ini. • 5. Iklan lain termasuk Luar Ruang, POS, dan melalui InterNet prinsipnya sama dengan no.4.

  42. Tugas perorangan berikutnya...

  43. Buatlah iklan yang mempromosikan produk yang Anda palingkenal, dan Andalah ternyata pakar satu-satunya serta narasumber utama. Produk apakah itu? Yaitu iklan tentang diri Anda. Format,gaya dan santun dsb.nya tergantung pada kreatifitas Anda. Artinya pembatasan satu-satunya adalah keterbatasan kreatfitas Anda sendiri.

  44. Tugas-tugas tersebut (Kelompok/Perorangan) adalah proyek yang berjalan sampai akhir semester.

  45. Proyek lain: Kelompok (Agency) Anda mulai sekarang lakukan survai disekitar lingkungan kampus

  46. Tugas akhir berupa perencanaan Promosi/iklan

  47. Yang menjadi Klien Anda adalah salah satu bisnis yang berada di sekitar kompleks ini.