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Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
Advertising & Sales Promotion - IMC
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Advertising & Sales Promotion - IMC

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  • 1. ADVERTISING & SALES PROMOTION
    Integrated Marketing Communications
    Marcomm, Fikom, UMB, 2009
    Judhie Setiawan
  • 2. A Good Brand-based Communications Strategy
    • Advertising
    • 3. Public Relations
    • 4. Event marketing and corporate sponsorships
    • 5. Trade and sales promotions
    • 6. Consumer promotions (point of purchase, coupons, refunds, contests)
    • 7. Direct marketing (catalogues, Internet, mailing, fax, e-mail)
    • 8. Internal employee communications
  • Integrating Marketing Communications to Build Brand Equity
  • 9. Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
    Short-term Incentives to Encourage Trial or Purchase.
    Sales Promotion
    Protect and/or Promote Company’s Image/products.
    Public Relations
    Personal Presentations.
    Direct Communications With Individuals to Obtain an Immediate Response.
    Direct Marketing
    The Marketing Communications Mix
    Advertising
    Personal Selling
  • 10. ADVERTISING
  • 11. Konsep Periklanan
    Suatu proses komunikasi massa yang melibatkan sponsor tertentu, yakni Pengiklan – yang membayar jasa sebuah media massa atas penyiaran iklannya.
  • 12. Bentuk Komunikasi -Periklanan
    Bentuk Komunikasi Massa
    Bentuk Komunikasi Kelompok
    Bukan Bentuk Komunikasi AntarPersona
  • 13. Step 1. Decide on Reach, Frequency,
    and Impact
    Step 2. Choosing Among Major Media Types
    Media Habits of Target Consumers
    Nature of the Product
    Type of Message
    Cost
    Developing Advertising StrategyMenentukan Media Iklan
    Step 3. Selecting Specific Media Vehicles
    Specific Media Within a Given Type, i.e. TV’s ER.
    Must Balance Media Cost Against Media Factors:
    Audience Quality & Attention, Editorial Quality
    Step 4. Deciding on Media Timing
    Scheduling of Advertising Over the Course of a Year
    Pattern of Ads: Continuity or Pulsing
  • 14. Reach, Frequency & Impact
    Reach (R) : The number of different persons or households exposed to a particular media schedule at least once during a specified time period.
    Frequency (F) : The number of times within the specified time period that an average person or household is exposed to the message
    Impact (I) : The qualitative value of an exposure through a given medium (thus a food as in Femina would have a higher impact than in the Tempo)
    Total number Exposure (E) : This is the reach times the average Frequency (E = R x F)
  • 15. Deciding on Media Timing
    • Buyer turnover : expresses the rate at which new buyers enter the market; the higher this rate, the more continuous the advertising should be.
    • 16. Purchase frequency is the number of times during the period that average buyer buys the product; the higher the purchase frequency, the more continuous the advertising should be.
    • 17. The Forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate; the more continuous the advertising should be.
  • STRATEGI KREATIF
    Kreatifitas Visual
    Kreatifitas Pesan
    • Pesan Verbal dan Non-Verbal
    • 18. Ad. Likeability (Iklan yang disukai khalayak)
    • 19. Humor dalam advertising
    • 20. Simbolisasi Warna dalam Komunikasi Visual
  • Advertising Program Evaluation
    Communication Effects
    Is the Ad Communicating Well?
    Sales Effects
    Is the Ad Increasing Sales?
    Advertising Evaluation
  • 21. EFEK KOMUNIKASI
    Hierarchy-
    of-effects
    model
    Awareness
    Knowledge
    Liking
    Preference
    Conviction
    Purchase
  • 22. Organizing for Advertising
    Advertising Departments
    in Larger Companies
    Sales Departments in
    Small Companies
    Advertising Agency
    Firm that Assists Companies
    in Planning, Preparing,
    Implementing and
    Evaluating Their
    Advertising
    Programs.
  • 23. PROMOSI PENJUALAN
  • 24. BENTUK KOMUNIKASI –PROMOSI PENJUALAN
    Bukan Bentuk Komunikasi Massa
    Bentuk Komunikasi Kelompok
    Bentuk Komunikasi AntarPersona.
  • 25. Trade
    Promotions
    Push
    RETAILER
    Consumer
    Promotions
    Pull
    Retail
    Promotions
    Push
    CONSUMER
    Channels of Sales Promotions
    MANUFACTURER
  • 26. Price-Offs
    Premiums
    Allowances
    Patronage Rewards
    Displays
    Buy-Back
    Guarantees
    Discounts
    Push Money
    Free Goods
    Specialty
    Advertising
    Items
    Contests
    Trade Promotions
    Trade-Promotion Tools
    Trade-Promotion Objectives
    Persuade Retailers or
    Wholesalers to Carry a Brand
    Give a Brand Shelf Space
    Promote a Brand in
    Advertising
    Push a Brand to Consumers
  • 27. Conventions
    Trade Shows
    Sales Contests
    Business-to-Business Promotion
    Business-Promotion Objectives
    Business-Promotion Tools
    Generate Business Leads
    Stimulate Purchases
    Reward Customers
    Motivate Salespeople
  • 28. Terima kasih........

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