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Advertising Advertising is paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience.

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Presentasi berjudul: "Advertising Advertising is paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience."— Transcript presentasi:

1 Advertising Advertising is paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience.

2 The 5 Players of Advertising 1.The Advertiser 2.a. The Advertising Agency b. The Advertising Department c. The In House Agency

3 First Player: The Advertiser Periklanan dimulai oleh The Advertiser ( Pengiklan ). Pengiklan mengambil keputusan akhir tentang target audience, media periklanan, anggaran dan durasi kampanye. Advertiser membayar semua biaya kampanye periklanan dan biaya produksinya. Contoh advertiser ( pengiklan ) : XL, Indosat, BCA, Sampoerna Hijau, Gerindra, Mc Donald, Coca Cola.

4 Second Player: 2A.The Advertising Agency Pengiklan menunjuk Advertising Agency untuk melaksanakan kampanye periklanannya. Penunjukan ini biasanya melalui proses yang namanya pitching.

5 Contoh Perusahaan Iklan Multi Nasional( 1 ) 1. Bates : Satelindo 2. BBDO Komunika : Visa, Salonpas, Anlene. 3. Chuo Senko : Ajinomoto,Astra Honda Motor, Honda Motor, Mandom. 4. DDB : Indosat. 5. Dentsu : Pocari Sweat. 6. Euro RSCG Adwork : Astra Honda Motor, Gudang Garam, Intel, Konimex, Nestle, Panasonic, Telkom, Viva, Volvo.

6 Contoh Perusahaan Iklan Multi Nasional( 2 ) 7. FCB : Citibank, Hongkong Tourism Board,Indofood, Kraff Foods, New Zealand Milk, Van Melle, Samsung, V W. 8. Grey ( Rama Perwira ): BAT, Sara Lee, P&G. 9. Hakuhodo : Goldmart, Kao Biore, Nissan, Yakult. 10.JWT Adforce : Unilever, Ultrajaya, Telkomsel,Ford, Pfizer,Shell, Sampoerna,Roche, Orang Tua Group.

7 Contoh Perusahaan Iklan Multi Nasional( 3 ) 11.Lowe : Unilever, Johnson& Johnson, HM Sampoerna, Arnotts, Nestle, Kalbe Farma,Excelcommindo Pratama, Bank Niaga, Bintang Toedjoeh, Hyundai. 12.LeoBurnett Kreasindo :Marlboro 13.McCann- Erickson :Unilever, Pizza Hut Good Year, L’oreal, Sandoz, Coca Cola, Bentoel, Star Mild.

8 Contoh Perusahaan Iklan ( 4 ) 14. Ogilvy & Mather : Konimex, Unilever. 15. Perwanal Saatchi& Saatchi : Danone ( Milkuat, Biskuat ),Avanza, P&G ( Olay, Head & Shoulders), Kopi Kapal Api, Excelso, Kymco.

9 Contoh Perusahaan Iklan Nasional (1) 1.Artek : Mayora, Sido Muncul, Mecosin, Sanbe Farma,Totalcare,Ikapharmindo, Soho. 2.Cabe Rawit : Sony Ericson, San Miguel. 3.Dian Mentari Pratama : Wings Detergent, Cream Ekonomi, So Klin, Daia, Giv Beauty Soap, Nuvo

10 Contoh Perusahaan Iklan Nasional ( 2 ) 4. Dwi Sapta : Djarum, Fatigon,Adem Sari, Antis. 5. Fortune : Honda Vario 6. JC&K : Prenagen, Bank Mandiri, Enervon C, Neozep, Biogesic,Miwon, Lipovitan, Komix,

11 Contoh Perusahaan Iklan Nasional ( 3 ) Macs909 : Djarum, Kalbe Farma,Sharp Matari : Ajinomoto,Indofood, Konimex, Astra,BII. Patcy : Ny. Meneer, Dunkin Donuts, Giant Hypermarket. Satucitra : Garuda Food, Depo Bangunan, Mandom.

12 Second Player 2b.Advertising Department ( 1 ) Owned by large businesses. Responsibility lies with Advertising Manager or Advertising Director, who reports to Marketing Director. In the typical multiple-brand consumer- product company,responsibility is devided by brand, with each brand managed by brand Manager.

13 Second Player 2b.Advertising Department ( 2 ) The brand manager, or advertising director / manager along with the advertising agency develop the advertising strategy.

14 Third Player : The Media ( 1 ) The Media are the channels of communication that carry messages from the advertiser to the audience

15 The Media ( 2 ) : Types of Media : Sell space in Print Media : Newspaper, Magazine, Tabloid, billboard, direct mail. Sell airtime in Electronic Media : TV, radio. Sell space and time in web.

16 Fourth Player : Vendors / Third Parties Photographers Songwriters Production houses Printers Talent scouts Event Organizers

17 Reasons to Hire Vendors / Third Parties : The advertiser / advertising agency do not have expertise in that area. They are overloaded. They want a fresh perspective. They do not use the service often enough.

18 The Fifth Player: Target Audience / Target Market Target market : Customer, a person who purchase the product. Target audience : influencer. e.g : Dog food : Target market ( customer ): dog owner. Target audience : Veterinarian, pet shop. Consumer : dog.

19 Types of Advertising Agencies (1) Full Service Advertising Agency : - Account Service Department - Creative Department - Media Department

20 Types of Advertising Agencies ( 2 ) Media Specialist : Doing the media placement. E.g : - Mindshare : JWT + Ogilvy + DDB + Euro - Carat : Chuo Senko + Hakuhodo - Starcom : Leo Burnet + Perwanal - Initiative Media : Lowe - Media Directions : BBDO - Optima : BBDO + JCK

21 Types of Advertising Agencies ( 3 ) Creative Boutique : Provide creative service only. E.g : Creative Style, Avigra.

22 Income of Advertising Agencies


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