Advertising & Sales Promotion - IMC


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Advertising & Sales Promotion - IMC

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