manajemen pemasaran

1. MANAGING MASS COMMUNICATION: ADVERTISING, SALES PROMOTION, SPECIAL EVENTS AND PUBLIC
RELATIONS
All marketing should be a marketer permission. All marketing so attractive that consumers want us in
their lives. Traditional marketing models are outdated. Holistic marketing are pushing our business.
A. MANAGEMENT PROGRAM ADVERTISING
Advertising is any form of non-personal presentation and promotion of ideas, goods, or services by
certain sponsors to be paid. Advertising can be a cost-effective way to spread the message, whether
to build brand preference or to educate people.
Five major decisions in developing advertising program known as 5 M is;
 Mission (Mission), whether the purpose of the ad.
 Money (money), how many are where it can be spent.
 Message (message), what message should be delivered.
 Media (media), what media should be used.
 Measurement (size), how the results should be evaluated.
1. Determine the purpose of advertising.
Destination (target) advertising is a specific communication task and the level of achievement must
be obtained at a specific audience within a certain time. The purpose of advertisement can be
classified according to whether the goal to inform, persuade, remind, or strengthen.
a. Advertising informative. Intended for menciptakn kesadraan and knowledge about new
products or new characteristics of existing products.
b. Advertising persuasive. Intended to create preferences, preferences, beliefs, and the purchase
of a product or service.
c. Advertising reminder. Intended to stimulate the purchase of products and services back.
d. Advertising reinforcement. Intended to convince purchasers now that they have done the right
choice.
2. Decide advertising budget
Although advertising is treated as current expenditure, some of which actually is an investment
that adds intangible asset called brand equity. There are five specific factors that should be
considered;
a. Stage in the product life cycle.
New products usually get a large advertising budget to build awareness and seek customers
try it. Brands that have been established are usually supported lower advertising budgets,
comparable with sales.
b. Market share and customer base.
To increase market share by increasing the size, the larger the necessary expenditure. It would
be easier to reach consumers a brand that has been used widely than for small berpangsa
brands reach consumers.
c. Competition and disorders.
In a market that has a large number of competitors dna high advertising expenditures, a brand
must be advertised on a large scale to be heard. Even the simplest interference of advertising
that does not directly compete with these brands will lead to greater advertising needs.
d. Frequency ads.
The number of repetitions needed to convey the brand message to consumers have an
important impact on our budget.
e. Power product substitution.
Class brands in commodities (cigarettes, beer, soft drinks) requires massive advertising to build
a different image. Advertising also plays an important role if a brand can offer benefits or
unique physical characteristics.
3. Develop an advertising campaign
To develop a strategy messages, the advertiser through three steps; generate messages and
evaluation, development and implementation of creative, and social responsibility review.

2. a. Establishment and evaluation of message
A good ad is usually focused on one or two core selling proposition. Once they find an effective
appeal, the advertiser must prepare a summary of creative ideas.
b. Development and implementation of creative
The impact of advertising depends not only on what is said, but often more important about
how said. Usually advertisers prepare a strategy statement text that explains the purpose,
content, support, and tone desired ad.
c. Legal and social issues
Advertisers and its advertising agencies have to ensure that advertising does not exceed the
social and legal norms. Socially, advertisers also have to be careful not to offend ethnic, racial
minorities, or special interest groups.
4. Decide on the media and measure the effectiveness of
After selecting the message, the next task is to choose the media advertisers to deliver. The stages
are (1) determine the desired range, frequency, and impact; (2) selecting among the major media
types, selecting specific media outlets; (3) determine the appropriate media time and decide the
allocation geographically media. Then, (4) the results of these decisions need to be evaluated.
a. Deciding reach, frequency, and impact.
The selection of the media is looking for the most cost-effective medium to convey the amount
and type of the desired exposure to the target audience.
b. Choosing among the major media types
Media planners must determine the ability of the major media types to produce the range,
frequency, and impact.
Media planners determine their choice between media categories by considering the following
variables:
1) Habits target media audience. Radio and television are the most effective medium to reach
out to teenagers.
2) The characteristics of the product. The types of media have different abilities to generate
demonstration, visualization, annotation, the level of trust, and color. Polaroid cameras are
best demonstrated on television.
3) The characteristics of the message. Messages that contain a lot of technical data dangat
may require problem.
4) Cost. Television is very expensive while newspaper advertising is relatively cheap.
c. Alternative advertising options
For a long time television became the dominant medium. Television advertising costs have risen
faster than the cost of other media. Many marketers seek alternative advertising media.
1) outside Ads
Place an ad advertising is called outside the home. The marketers it is better to reach people
in other environments, such as where they work, play, and of course shopping. There are
several options available, including billboards, public space, where the products, and the
point of purchase.
a) Billboards.
Billboard has been transformed over the years and are now produced using digital
graphics and color, background noise, movement and incredible images even in three
dimensions.
b) The public spaces
Advertisers memasng print advertising and traditional TV advertising in unusual places
such as theaters, airlines, and the waiting room, as well as classrooms, sports arenas,
office danelevator hotels, and other public places.
2) Placement of products
Product placement can be combined with special promotions to publicize the bandwagon
product. Some companies get product placement at no cost to supply their products to the
company filam.

3. 3) The point of purchase (POP)
The attractiveness of this ad lies in the fact that a number of studies have shown that in
many product categories, consumers make their final decisions are brands in the store.
4) Evaluate alternative media:
Now ads can appear virtually anywhere. The main advantage of non-traditional media is
that the audience is very precise and inevitably have to hear because of the nature of the
setting. Challenges in non-traditional media adalahmenunjukkan reach and effectiveness
through independent research can be trusted.
d. Selecting Special Media Means
In making your choices, planners must rely on measurement service that provides estimates of
audience size, composition, and media costs. The size of the audience has some size:
1) Circulation. The number of physical units that contain these ads.
2) Audience. The number of people exposed to the facility.
3) Audience effective. The number of people who have the characteristics of the target
audience exposed to the facility.
4) Audiences are exposed to advertising effectively. Number of people meet the
characteristics of the target audience truthful really see these ads.
e. Decide the timing and allocation of media
In choosing the media, advertisers face a problem of macro and micro scheduling scheduling.
Macro issues include the ad scheduling in relation to the seasons and the business cycle. Micro-scheduling
problem requires the allocation of advertising expenses in a short span of time to
gain maximum impact.
In launching new products, advertisers must choose between continuity, concentration, rise,
and keberdenyutan advertising;
1) Continuity is achieved by scheduling exposure evenly throughout the period.
2) The concentration requires the use of all advertising funds in the period.
3) The increase periodically require an advertisement for a period, followed a period of
emptiness without advertising, followed by a second period of advertising activity.
4) The pattern of pulses (pulsing) is continuous advertising circuitry low weight level
periodically reinforced by activities heavier.
f. Evaluating the effectiveness of advertising
Planning and control of a good ad relies on the measurement of advertising effectiveness. Most
advertisers are trying to measure the effect of communication on an ad, meaning the potential
impact on awareness, knowledge or preference.
1) Research the influence of communication. Sought to determine whether an ad is effective
communication. There are three main methods of advertising pre-testing by answering
these questions;
i. Do you get the main message of this ad?
ii. According to you, what they want to know, believe or do.
iii. How likely it will affect your ad to perform actions that imply?
iv. What worked well and what did not work well in this ad?
v. How do you persaan about this ad?
vi. Where is the best place to reach you with this ad?
2) Research the influence of sales. The impact of advertising on sales are generally more
difficult to measure than the impact of advertising on communication.
5. Promotion Sales
Sales promotion as a key element in the marketing campaign is a different set of tools incentives
mostly short-term, which is designed to stimulate the purchase of a particular product or service.
purpose
Sales promotion tools vary in terms of their particular purpose. A number of sales promotion
benefits flowing to producers and consumers. Sales promotion allows manufacturers to test how
high prices dpaat they wear, because they always can do discount. Some companies use npromosi
to attract new customers and build awareness.

4. Versus ad campaign
Now the campaign is received by top management as an effective sales tool; more product
managers are qualified to use the tools of sales promotion; and the menajer products are in greater
pressure to increase sales today. However, there are dangers in allowing advertising gives too much
discretion to the promotion, because advertising in general build brand loyalty. Sales promotion,
with potogan price, coupon, deal, gift ceaselessly may decrease the value of the product offer in
the minds of buyers.
Major decisions
In the use of sales promotion, the company must set goals, select tools, develop programs, pre-testing
the program, implement and control, and evaluate the results.
i. Determine the purpose. The purpose of sales promotion is obtained from a wider
promotional purposes, derived from a more fundamental marketing objectives developed
for these products.
ii. Selecting a consumer promotion tool. Planners should take into account the type of market
promotion, sales promotion purposes, competitive conditions and cost-effectiveness of
each tool.
iii. Choosing a trade promotion tool. Manufacturers use a number of tools of trade promotion.
iv. Choose the appliance salespeople and business promotion. The company uses a business
promotion tool for gathering clues business, make customers impressed and gave
imbalankepada sales force, and motivate them to work harder.
v. Develop a program: Marketers increasingly incorporate multiple media into a total
campaign concept.
vi. Initial testing, implementation, control, and evaluation of programs
vii. Although the majority of sales promotion programs are designed based on experience, pre-testing
should be conducted to determine whether the right tools, whether the magnitude
of the optimal incentives, and whether the method of presentation efficient.
b. To evaluate, manufacturers can use three methods (sales data, consumer surveys, and
experiments).
6. Public Relations
Companies not only have to deal constructively with customers, suppliers, and distributors but also
have to deal with a large number of people with an interest. PR includes a variety of programs
designed to promote or protect the image of the company or each product by carrying out the
following five functions:
a. Press relations. Provides news and information about the organization of the most positive
angle.
b. Product relationship. Sponsoring efforts to memberitakann certain products.
c. Corporate communications. Increase understanding of the organization through internal and
external communication.
d. Lobby. Institutions dealing with legislators and government officials to support or thwart
regulations and legislation.
e. Giving advice (counseling). Provide advice to management on public issues and the position
and image of the company in times of fun and crisis.
7. Relationship marketing community
Many companies turn to marketing public relations (MPR-marketing public relations) to directly
support the promotion or formation of the company or product image. Assembly plays an
important role in the following tasks:
a. Help launch new products.
b. Help reposition the product that has been cooked.
c. Build interest in the product category.
d. Affect a particular target group.
e. Defending product has faced a public issue.
f. Building a corporate image that is reflected both in the circuitry of its products.

5. Major decisions in marketing public relations
Major decisions to be made include;
a. Establish marketing purposes.
b. Selecting the message and means.
c. Implement the plan and the results mengevluasi