• Arifiana Shima 070915003• Kukuh Ashar U. 070915035• Haulah Citra K.W. 070915052• Jangkar Sri Kusumo B. 070915089• Hutami Parama I. 070915067
The product brief• 250 tempat tidur (110 orang tenaga dokter, para ahli dari Fakultas Kedokteran, serta para dokter senior dari RS Dr. Sutomo)• Unit Gawat Darurat• Rawat Jalan• Apotik• Ambulance• Laboratorium• CT-scan (kapasitas 64 potongan (slices)• fluoroscopy• Peralatan sterilisasi peralatan kesehatan menggunakan “reverse osmotic system” (Sistem ini mampu menyediakan air siap minum (drinkable) bagi kebutuhan operasional, termasuk pasien).
The plan• The Goal• The Strategy• The media• The message
The ads goal Achieve 50% brand recognition with target audience as defined by the ability to1) recognize our logo and2) describe at least one of our products3) associate “quality products” when prompted for brand characteristics.
The ads strategy• The first step in the development of your communications strategy could be, should be a SWOT analysis.
…There are two major parts to an advertising strategy.1) Assessment. Whats going on in the market, Whats the history, the current situation. What are the major trends in the market, whats the future looking like? With the product. With competitors. With consumer attitudes.2) Action What should you do about the the most significant opportunities or problems presented by the situation? What should you do with the brand. With direct marketing. The Web site. The way the company is positioned.
….Understand, or define, the brand ... as it is now, and whatyou want it to be, whether the same or something different.Know how the company is positioned in the minds ofconsumers, and where you want it to be positioned.Understand the Psycho-Dynamics of the market.Know, or define, exactly what you want the advertising toaccomplish.Understand or define the marketing objective and strategy.The marketing objective is a business goal.
The media It’s not what it costs, but what it returns that mattersidentify your target audience then find the best media, at the best time, to reach them
..• Television (nation wide)• Megatron• Billboard• Newspaper cpm and cost per person• Flyer• Ads vehicle
The messageone single thread you want to weave into all of your communications, that one most important thing you want to say