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Measuring the effectiveness of the promotional program

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  • 1. Measuring the Effectiveness of the Promotional Program
  • 2. Tujuan1. Menghitung efektivitas Program Marketing yang sudah dilakukan oleh Team Marcomm dalam sebuah perusahaan2. Menghitung R.O.I dalam Program Marketing
  • 3. Tools Media1. Konvensional Media:• Broadcast: Television and radio news• Print: Majalah, koran dan Tabloid• Out of Home: Billboard, Bus Advertising, Umbul-Umbul, Neon signate2. Digital Media• Banner ads, Email Marketing, Social Media
  • 4. Measuring Program1. Cost Ratio for Impression (COST OF INVESTMENT)CRI = (Audience) 2. Cost Ratio for Sales COST OF INVESTMENT CRS = Revenue in Program
  • 5. Contoh Campaign S Nexian Mahakarya RCTI
  • 6. Contoh CampaignS Nexian Selamat Begi Prambors
  • 7. Contoh CampaignTEBS Java Jazz
  • 8. Contoh Campaign Tehbotol Sosro PRJ
  • 9. Contoh Digital Campaign S Nexian Corporate Branding
  • 10. R.O.I Non-Financial FinancialInvesment Action Reaction Profit Profit • Campaign • Positive respons • Awareness • Selling • Advertising • Negative respon • Interest
  • 11. Rumus R.O.I (PROFIT FROM INVESTMENT - COST OF INVESTMENT)ROI = COST OF INVESTMENT (Rp. 590.099.000 - Rp. 140.000.000)ROI = Rp. 140.000.000ROI = 3.21
  • 12. Terima Kasih www.agungsetiawan.comhttp://marketingpalsu.wordpress.com @AgungpumA