MARKETING MANAGEMENT 12 th edition

1. MARKETING MANAGEMENT12th edition 18 Managing Mass Communications Kotler Keller

2. Chapter Questions • What steps are involved in developing an advertising program? • How should sales promotion decisions be made? • What are the guidelines for effective brand-building events and experiences? • How can companies exploit the potential of public relations and publicity?

3. Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

4. Figure 18.1 The Five M’s of Advertising

5. StrategiIklan • What : apatujuaniklan ?- Who : siapakhalayak yang akandijangkau ?- When : kapaniklandipasang ?- Where : dimanaiklandipasang ?- Why : mengapaharusdemikian ?- How : bagaimanabentukiklannya ?

6. Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

7. continued • Iklaninformatif, dimaksudkanuntukmenciptakankesadarandanpengetahuanprodukutamanya yang baru • IklanPersuasif, dimaksudkanuntukmenimbulkankesukaan, preferensi, keyakinandanpembeliansuatuprodukdanjasa. • Iklanpengingatdimaksudkanuntukmerangsangpembeliankembali. • Iklanpenguatan, dimaksudkanuntukmeyakinkanpembelibahwamerekatelahmelakukanpilihan yang tepat

8. Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

9. Pesan yang dirancangDeveloping the Advertising Campaign • Message generation and evaluation • Creative development and execution • Social responsibility review

10. Perundang-undangan • UU no 8 tahunn 1999 tentangperlindungankonsumen • UU no 40 tahun 1999 tentangpers • UU no 24 tahun 1997 tentangpenyiaran • PP no 81 tahun1999 tentangpengamananrokokbagikesehatan • PP no 38 tahun 2000 tentangpengamananrokokbagikesehatan • Kemenkes no 368/men kes/sk/iv/94 tentangpedomanperiklananobatbebas,obattradisional,Alatkesehatan, kosmetika, Makanandanminuman

11. Etikaiklan • Selaintaatdanpatuhpadaaturanperundang-undangandiatas, pelakuiklanjugadimintamenghormatitatakrama yang diaturdalamEtikaPariwara Indonesia (EPI). Ketaatanterhadap EPI diamanahkandalamketentuan “LembagapenyiaranwajibberpedomanpadaEtikaPariwara Indonesia.” (Pasal 29 ayat (1) Peraturan KPI tentangPedomanPerilakuPenyiaran). • Lembagapenyiarandalammenyiarkansiaraniklanniagadansiaraniklanlayananmasyarakatwajibmematuhiwaktusiardanpersentase yang diaturdalamperaturanperundang-undangan. (Pasal 29 ayat (2) Peraturan KPI tentangPedomanPerilakuPenyiaran). • Materisiaraniklan yang disiarkanmelaluilembagapenyiaranwajibmemenuhipersyaratan yang dikeluarkanoleh KPI. (Pasal 46 ayat (4) UU Penyiaran).

12. continued • Dalamsalahsatuprinsipetika yang diaturdidalam EPI, terdapatsebuahprinsipbahwa “Iklantidakbolehmerendahkanprodukpesaingsecaralangsungmaupuntidaklangsung.”

13. PerangIklan

14. Siaraniklanniagadilarangmelakukan (Pasal 46 ayat (3) UU Penyiaran): • promosi yang dihubungkandenganajaransuatu agama, ideologi, pribadidan/ataukelompok, yang menyinggungperasaandan/ataumerendahkanmartabat agama lain, ideologi lain, pribadi lain, ataukelompok lain • promosiminumankerasatausejenisnyadanbahanatauzatadiktif; • promosirokok yang memperagakanwujudrokok; • hal-hal yang bertentangandengankesusilaanmasyarakatdannilai-nilai agama; dan/atau • eksploitasianakdibawahumur 18 (delapanbelas) tahun.

15. Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations Creative Brief

16. Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief BanyakGangguan High cost of production High cost of placement Lack of attention by viewers Television

17. Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Banyakgangguan Unable to demonstrate product use Print Ads

18. Print Ad Components Headline Picture Signature Copy

19. Evaluasipesancetak • Apakahpesannyalangsungjelas? • Adakahmanfaatdalamberitautama? • Apakahillustrasimendukungberitautama? • Apakahlinipertamamendukungataumenjelaskanberitautamadanilustrasi? • Apakahmudahdibaca? • Apakahprodukmudahdiidentifikasi? • Apakahmerkbisadiidentifikasi?

20. Choosing Among Major Media Types • Target audience and media habits • Product characteristics • Message characteristics • Cost

21. Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet Major Media Types

22. Table 18.2 Marketing Communication Expenditures (2001)

23. Place Advertising • Billboards • Public spaces • Product placement • Point-of-purchase

24. Figure 18.3 Classification of Advertising Timing Patterns

25. Evaluating Advertising Effectiveness • RisetDampakKomunikasi • Consumer feedback method ( Menanyakanreaksikonsumensetelahdipapariklan) • Portfolio tests • Laboratory tests • RisetDampakPenjualan

26. PertanyaanRisetUmpanBalikKonsumen • Apakahpesanutama yang andadapatkandariiklanini? • Menurutanda, apa yang merekainginkanandaketahuidanyakini? • Bagaimanaperasaanandatentangiklanini? • Dimanaanda paling memungkinkanmelihatdanmemberiperhatianterhadapnya ? • Apakahandamerasaakanmelakukantindakan?

28. Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

29. Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Trade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty advertising Sales Promotion Tactics

30. Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results

31. Events and Experiences • $11.14 billion spent on sponsorship in 2004 • 69% sports • 10% tours • 7% festivals, fairs • 5% arts • 9% causes

32. Why Sponsor Events? • To identify with a particular target market or life style • To increase brand awareness • To create or reinforce consumer perceptions of key brand image associations • To enhance corporate image • To create experiences and evoke feelings • To express commitment to community • To entertain key clients or reward employees • To permit merchandising or promotional opportunities

33. Using Sponsored Events Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness

34. Ideal Events Audience closely matches target market Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event enhances brand image of sponsor

35. Public Relations Functions • Press relations • Product publicity • Corporate communications • Lobbying • Counseling

36. Marketing Public Relations Functions • Assist in product launches • Assist in repositioning mature products • Build interest in a product category • Influence specific target groups • Defend products • Build corporate image

37. Major Tools in Marketing PR • Publications • Events • Sponsorships • News • Speeches • Public Service Activities • Identity Media

38. Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness