Transcript Advertising - Binus Repository

Mata kuliah
Tahun
: O0274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
ANDVERTISING & INTEGRATED
MARKETING COMMUNICATIONS
(IMC)
Pertemuan 3 & 4
Senders :
• manufacturers
• wholesalers
• retailers
Product Communications
Price Communications
Place Communications
People Communication
Process Communications
Physical evidence
Promotion Mix
Advertising
Receivers:
INTEGRATED
MARKETING
COMMUNICATIONS
• Clients
• Customers
• Consumers
Public Relations
Sales Promotion
Point of Purchase
Sponsorship
Direct Marketing
Personal Selling
Internet
Other
MARKETING RESEARCH
AND OTHER FEEDBACK
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UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS
The Marketing Communications Wheel
12. Word of
mouth
11. Corporate
identity **
1. Advertising
2. Public
relations
10. Personal
Selling
3. Sales
promotions
9. Direct
Marketing *
4. Point of
purchase
8. Internet
7. Sponsorship
5. Packaging
6. Exhibition
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ADVERTISING
• Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services by an identified sponsor,
(Kotler,
2004: 494).
• advertising
objective
is
a
specific
communication task to be accomplished
with a specific target audience during a
specific period of time.
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MEDIA STRATEGY:
A
media
strategy is the process of
analyzing and choosing media for an
advertising and promotions campaign.
 Once the media strategy is in place, other
aspects of media selection can
proceed. The first step is to prepare a
thorough media planning program
using the general advertising methods
and objectives.
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‘How
Powerful Advertising Campaign’
• 7 Vectors of Communications:
Radio
Print
POP=(displays, posters)
Sampling
TV
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CRM
PR
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Advertising can work in 4 different ways:
 Change behavior
 Educate or remind
 Evoke an emotional response
 Improve brand recognition
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Communication Channel
Awareness
Media
Quality Ad
1
CONVERSION
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Trial
Dependable
2
3
Brand
Loyalty
RETENTION
9
Essence of Powerful Ad
Strategically appropriate Marketing objective
Linked to achieve Business objectives
Reflective of market dynamics, brand
situation & capabilities
 Legitimate Consumer Insight;

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 A provocative and compelling Campaign idea
Big Idea concept
Memorable Key Copy Words
Big Picture that visually dramatizes the Idea vs
Benefit
 Execution that showcases the Campaign Idea
Cut through the clutter
Engages customers
Strong brand linkage
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11
Advertising Central Theme (1)
Product Benefit
 Feature oriented Ad
 Maximize “Unique Selling Proposition”
 Pioneered by Rosser Reeves – Ted Bates Ad
agency on 1950
 Advantage for new product that has a new
and unique selling benefit
 Example : Close Up and Clear Ads (Indonesia
Ads)
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Advertising Central Theme (2)
Brand Image Oriented Ad
Feature brand personality
Maximize long term brand efficacy
Pioneered by David Ogilvy – O&M on 1960
Advantage for high profile brand with parity
functional benefit
Example : Marlboro Ad, GG Ad (Indonesia
Ads)
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Advertising Central Theme (3)
Problem/Opportunity Oriented Ad
 Focus on analyzing consumer problems and
providing solutions
 Pioneered by Batten, Barton, Durstine, and Osborn
(BBDO) on 1970
 Based on hypothesis that consumers would not buy
if sales resistance is exist
 Example : Sido Muncul (Indonesia Ads)
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Advertising Central Theme (4)
Competitive Positioning Oriented Ad
 Focus on benchmarking with market
leader/competitors
 Pioneered by Al Ries and Jack Trout on 1970
 Based on hypothesis that consumers need to be
convinced on real competitiveness
 Example : Pepsi vs Coke, Fresh Tea vs Tee Botol,
Puspa Sari vs Autan
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Advertising Creative Execution
 Spokes Person









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Testimonial
Product Demo
Close Up
Direct Product Comparison
Humor
Slice of Life
Vignettes
Animation
Stop Motion
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Criteria of Compelling Advertising
 Leading in Global:
 S = Simple (single minded)
 M = Memorable (easy to
remember)
 I = Idea (has a ‘big’ idea)
 L = Linkage (with the brand)
 E = Emotive (emotionally touch)
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Similarly, different ads have different
marketing objectives:
 Move product fast! (Sell, sell, sell)
 Communicate a benefit or message
 Improve “emotional attachment” to the brand
(long-term brand equity)
 Drive improved brand awareness generally (get
your name “top-of-mind”).
Bina Nusantara University
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BE A WINNER ALWAYS!!
 THE WINNER NEVER QUITS!
 MTHE QUITTER NEVER WINS!
GOODLUCK!!
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