Transcript Dasar-dasar Periklanan 24 Februari 2009

Dasar-dasar Periklanan 24 Februari 2010
A Powerpoint Presentation by Ernst Katoppo
Bagian ke-1
1
Dasar-dasar Periklanan 24 Februari 2010
Mass Communications is a process in which
professional communicators use media
to disseminate messages
widely, rapidly, and continuously
to arouse intended meanings
in large and diverse audiences in attempts
to influence them in a variety of ways.
2
Dasar-dasar Periklanan 24 Februari 2010
1. Print (Books, magazines and newspapers)
2. Films (Principally motion pictures)
3. Broadcasting (Radio and television)
3
Dasar-dasar Periklanan 24 Februari 2010
The Basic Communications Model
Source/
Sender
Feedback
Encoding
Channel/
Message
Decoding
Fields of experience
Receiver
Response
Noise
4
Dasar-dasar Periklanan 24 Februari 2010
1. The message is formulated by professional communicators
2. The message is sent out in a rapid and continuous way
using the media
3. The message reaches large and diverse audiences
4. Individual members interpret the message parallel to those
intended by the communicators
5. Experiencing these meanings, members are influenced i.e.
the communication achieved some effects among targeted
audiences
5
Dasar-dasar Periklanan 24 Februari 2010
Organizational
The ‘mass audience’
Many
identical
messages
Many receivers,
Interpreting,
Each decoding,
Each connected with a
group. Where message
is re-interpreted and
often acted upon
Showing production and reception of mass communications as well as
inferential feedback to the medium (after Schramm 1954)
Input from news sources, art sources, etc
SCHRAMM’S MASS COMUNICATIONS MODEL
6
Dasar-dasar Periklanan 24 Februari 2010
Marketing Definitions
“A combination of selling, advertising and PR”
• “The aim of marketing is to make selling
superfluous” – Peter Drucker
• “The performance of business activities that
direct the flow of goods and services from
producer to consumer or user” – American
Marketing Association
7
Dasar-dasar Periklanan 24 Februari 2010
Marketing Definitions
• Getting the right goods, to the right people, in
the right place, at the right time, at the right
price, with the right level of communication
profitably – Chartered Institute of
Marketing (UK)
• Consumption is the sole end and purpose of
all production – Adam Smith ( Wealth of
Nations)
8
Dasar-dasar Periklanan 24 Februari 2010
The Customer Value Proposition (CVP)
•
•
•
•
•
Offer the right product
To your targeted customers
At a price that is acceptable to them
Based on their perception of the value
At a cost that allows you to be profitable
9
Dasar-dasar Periklanan 24 Februari 2010
CVP Defined
• Define customer needs that the company is
trying to meet
• Identify at whom it is targeting its activities
• State the product’s difference from the
competitor
• Explain the benefit of this difference to
customers
• Indicate how the company will provide its
offerings
10
Dasar-dasar Periklanan 24 Februari 2010
Selling vs Marketing
Selling
• ‘Introverted’
• Inward looking
• Starts with the product
• Shorter time horizon
• Is about revenue this
week
• Focused on one aspect
of your service
Marketing
• ‘Extroverted’
• Outward looking
• Starts with the customer
• Longer time horizon
• About profit this year
• The ethos of the
organization/company
11
Dasar-dasar Periklanan 24 Februari 2010
Developing a Marketing Strategy
Steps Needs
to setting and
up - Route
Map
wants
1.a.
SWOTAnalysis
‘Needs’
and “wants”
1.b.
very Market
different.
Analysis
are
It is critical to understand
2. Gap analysis the difference:
3.a.
1.c. • Needs are real
3.b.
Developing new
Set marketing
• WantsFormulate
are aspirational
strategy
products & services
policy
“Research must find out needs not wants
Advertising however4.can
often appeal to wants”
Planning
5. Implementation
12