Integrating Marketing Communications to Build Brand Equity
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
Konsep Periklanan Suatu proses komunikasi massa yang melibatkan sponsor tertentu, yakni Pengiklan – yang membayar jasa sebuah media massa atas penyiaran iklannya.
Bentuk Komunikasi -Periklanan Bentuk Komunikasi Massa Bentuk Komunikasi Kelompok Bukan Bentuk Komunikasi AntarPersona
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
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)
Advertising Program Evaluation Communication Effects Is the Ad Communicating Well? Sales Effects Is the Ad Increasing Sales? Advertising Evaluation
EFEK KOMUNIKASI Hierarchy- of-effects model Awareness Knowledge Liking Preference Conviction Purchase
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.
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