Presentasi berjudul: "Advertising Advertising is paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience."— Transcript presentasi:
1 AdvertisingAdvertising is paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience.
2 The 5 Players of Advertising The Advertisera. The Advertising Agencyb. The Advertising Departmentc. 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 Agencyuntuk melaksanakan kampanye periklanannya.Penunjukan ini biasanya melalui proses yang namanya pitching.
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 PhotographersSongwritersProduction housesPrintersTalent scoutsEvent 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.