1PRODUKSI PERIKLANAN Kontrak Perkuliahan Pendahuluan Ruang Lingkup Produksi PeriklananKarakteristik Produksi PeriklananAspek Kreatif dalam Produksi PeriklananEksekusi Kreatif dalam Produksi PeriklananProduksi PeriklananSegmentasi PasarPerilaku Konsumen dalam Produksi PeriklananPerencanaan MediaIklan Media CetakIklan Media PenyiaranStruktur Biro Iklan dan Etika PeriklananKMN 323/3(1-2)DESKRIPSI: Dalam perkuliahan ini menjelaskan mengenai definisi, ruang lingkup produksi periklanan, karakteristik produksi periklanan, aspek kreatif dalam produksi periklanan, eksekusi kreatif dalam produksi periklanan, produksi periklanan, segmentasi pasar, perilaku konsumen dalam produksi periklanan, perencanaan media, iklan media cetak, iklan media penyiaran serta biro iklan dan etika periklanan.TUJUAN INSTRUKSIONAL UMUM: Setelah mengikuti mata kuliah ini mahasiswa akan dapat memahami arti dan pekerjaan periklanan, memiliki kemampuan merancang pesan periklanan serta memproduksi produk iklan untuk mendukung program-program pembangunan, pemberdayaan masyarakat dan dunia usaha/bisnis.
2PendahuluanDefinisi, komponen, tipe, peran, pemain kunci, integrasi periklanan
3What is it?Advertising is a message designed to promote a product, a service, or an idea.The purpose of advertising is to sell products or services.
4AIDA Advertising is designed to inform, influence, or persuade people. To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.
5Advertising BasicsProvided by someone with a definite agenda, but not necessarily the producer of the product.Provided free -- you do not pay directly for the advertising.Not free to the firms, so there must be some benefit to them -- increased profit.In general, industries with highest levels of advertising also consumer good industries with highest profits.
6Defining Modern Advertising A complex form of communication using objectives and strategies to impact consumer thoughts, feelings and actionsA form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages)
7Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media
8Five Basic Factors of Advertising Paid communicationSponsor is identifiedTries to inform or persuadeReaches a large audienceMessage conveyed through many different kinds of largely nonpersonal mass media
9Components of Advertising StrategyCreative ideaExecutionMediaThe strategy is the logic and planning behind the ad that gives it direction.Advertisers develop ads to meet objectives.Advertisers direct ads to identified audiences.Advertisers create a message that speaks to the audience’s concerns.Advertisers run ads in the most effective media.
10Components of Advertising StrategyCreative ideaExecutionMediaThe central idea grabs the consumer’s attention and sticks in memory.Planning strategy require creative problem solving.Research involves creativity.Buying and placing ads requires creative thinking.
11Components of Advertising StrategyCreative ideaExecutionMediaEffective ads are well executed reflecting the highest production values in the industry.Clients demand the best production the budget allows.
12Components of Advertising StrategyCreative ideaExecutionMediaTelevision, Internet, magazines, and other media are used to reach a broad audience.Deciding how to deliver the message requires creativity.How you say something and where you say it is just as important as what you say.
13Roles of Advertising Marketing Communication Economic Societal Marketing is satisfying customer wants and needs by providing products (goods, services, ideas).The marketing department. is responsible for selling the product using the 4 Ps (product, price, place/distribution, and promotion) and brand development.
14Roles of Advertising Marketing Communication Economic Societal Advertising is a message to a consumer about a product, designed to create a response.It is also a form of marketing communication.Uses mass communication to transmit product information to connect buyers and sellers in the marketplace.
15Roles of Advertising Marketing Communication Economic Societal Because it reaches large groups of people, advertising makes marketing more cost-efficient and lowers prices for consumers.Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques.
16Roles of Advertising Marketing Communication Economic Societal Informs about innovations and issuesHelps us compare productsMirrors fashion and design trendsTeaches consumers about new productsHelps shape consumer self-imageFacilitates self-expressionPresents images about diversity in our world
17Types of Advertising Brand Advertising Retail or Local Advertising Focused on long-term brand identity and imageRetail or Local AdvertisingFocused on selling merchandise in a geographical areaDirect Response AdvertisingTries to stimulate a sale directlyBusiness-to-BusinessSent from one business to another
18Types of Advertising Institutional Advertising Nonprofit Advertising Focused on establishing a corporate identity or winning the public over to the organization’s point of viewNonprofit AdvertisingUsed by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers, and donorsPublic Service AdvertisingUsually produced and run for free on behalf of a good cause
19The Key Player Advertiser (client) Agency Media Supplier Audience Wants to send out a message about its businessIdentifies a problem that advertising can solveSelects the target audience, sets the budget, and approves the ad planHires the agencyAgency of record (AOR) does the most business; manages other agencies
20The Key Player Advertiser (client) Agency Media Supplier Audience Agencies have the strategic and creative expertise, media knowledge, talent, and negotiating abilities to operate more efficiently than the advertiser.Some large advertisers have in-house departments.
21The Key Player Advertiser (client) Agency Media Supplier Audience Media are channels of communication that carry the message to the audience.They’re vehicles, but also large media conglomerates like Time Warner and Viacom.Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches.
22Supplier Advertiser (client) Agency Media Supplier Audience THE KEY PLAYERSSupplierAdvertiser (client)AgencyMediaSupplierAudienceService organizations that assist advertisers, agencies, and the media in creating and placing ads by providing specialized servicesArtists, writers, directors, photographers, producers, printers, freelancers, and consultants
23The Key Player Advertiser (client) Agency Media Supplier Audience People to whom an ad is directed —their responses determine if advertising is effective.Targeting is the process of identifying the people in the desired audience.Interactive technology allows ads to be customized to the target audience’s individual needs.
24Integrated Marketing Communication (IMC) IMC means unifying all marketing communication messages and tools to send a consistent, persuasive message promoting the brand’s goals.Stakeholders are also important in IMC.Synergy means messages have more impact working jointly than on their own.
25Definisi IMCsuatu konsep perencanaan komunikasi pemasaran yang mengakui nilai tambah dari satu rencana komprehensif yang mengevaluasi peran strategis dari berbagai disiplin komunikasi – misalnya, iklan umum, respon langsung, promosi penjualan dan hubungan masyarakat- dan menggabungkan berbagai disiplin tersebut guna memberikan kejelasan, konsistensi serta dampak komunikasi yang maksimal
26Alasan Menggunakan IMC Munculnya pemahaman mengenai pentingnya upaya untuk memadukan berbagai fungsi komunikasi yang tersedia daripada membiarkan berbagai fungsi komunikasi itu bekerja sendiri-sendiriDengan mengkoordinasikan segala upaya komunikasi pemasaran yang dilakukan masing-masing bagian, maka perusahaan dapat menghindari terjadinya duplikasi pekerjaanPerusahaan memperoleh manfaat sinergi di antara berbagai instrumen promosiPendekatan IMC menjadi cara termudah bagi perusahaan untuk memaksimalkan tingkat pengembalian investasi bidang pemasaran dan promosi