MARKETING MANAGEMENT 12th edition 18 Managing Mass Communications Kotler Keller

Chapter Questions What steps are involved in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity?

Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Figure 18.1 The Five M’s of Advertising

Strategi Iklan What : apa tujuan iklan ? - Who : siapa khalayak yang akan dijangkau ? - When : kapan iklan dipasang ? - Where : di mana iklan dipasang ? - Why : mengapa harus demikian ? - How : bagaimana bentuk iklannya ?

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

continued Iklan informatif, dimaksudkan untuk menciptakan kesadaran dan pengetahuan produk utamanya yang baru Iklan Persuasif, dimaksudkan untuk menimbulkan kesukaan, preferensi, keyakinan dan pembelian suatu produk dan jasa. Iklan pengingat dimaksudkan untuk merangsang pembelian kembali. Iklan penguatan, dimaksudkan untuk meyakinkan pembeli bahwa mereka telah melakukan pilihan yang tepat

Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

Pesan yang dirancang Developing the Advertising Campaign Message generation and evaluation Creative development and execution Social responsibility review

Perundang-undangan UU no 8 tahunn 1999 tentang perlindungan konsumen UU no 40 tahun 1999 tentang pers UU no 24 tahun 1997 tentang penyiaran PP no 81 tahun1999 tentang pengamanan rokok bagi kesehatan PP no 38 tahun 2000 tentang pengamanan rokok bagi kesehatan Kemenkes no 368/men kes/sk/iv/94 tentang pedoman periklanan obat bebas,obat tradisional,Alat kesehatan, kosmetika, Makanan dan minuman

Etika iklan Selain taat dan patuh pada aturan perundang-undangan di atas, pelaku iklan juga diminta menghormati tata krama yang diatur dalam Etika Pariwara Indonesia (EPI). Ketaatan terhadap EPI diamanahkan dalam ketentuan “Lembaga penyiaran wajib berpedoman pada Etika Pariwara Indonesia.” (Pasal 29 ayat (1) Peraturan KPI tentang Pedoman Perilaku Penyiaran). Lembaga penyiaran dalam menyiarkan siaran iklan niaga dan siaran iklan layanan masyarakat wajib mematuhi waktu siar dan persentase yang diatur dalam peraturan perundang-undangan. (Pasal 29 ayat (2) Peraturan KPI tentang Pedoman Perilaku Penyiaran). Materi siaran iklan yang disiarkan melalui lembaga penyiaran wajib memenuhi persyaratan yang dikeluarkan oleh KPI. (Pasal 46 ayat (4) UU Penyiaran).

continued Dalam salah satu prinsip etika yang diatur di dalam EPI, terdapat sebuah prinsip bahwa “Iklan tidak boleh merendahkan produk pesaing secara langsung maupun tidak langsung.”

Perang Iklan

Siaran iklan niaga dilarang melakukan (Pasal 46 ayat (3) UU Penyiaran): promosi yang dihubungkan dengan ajaran suatu agama, ideologi, pribadi dan/atau kelompok, yang menyinggung perasaan dan/atau merendahkan martabat agama lain, ideologi lain, pribadi lain, atau kelompok lain promosi minuman keras atau sejenisnya dan bahan atau zat adiktif; promosi rokok yang memperagakan wujud rokok; hal-hal yang bertentangan dengan kesusilaan masyarakat dan nilai-nilai agama; dan/atau eksploitasi anak di bawah umur 18 (delapan belas) tahun.

Creative Brief Positioning statement Key message Target market Objectives Key brand benefits Brand promise Evidence of promise Media Background Creative considerations

Television Advantages Reaches broad spectrum of consumers Low cost per exposure Ability to demonstrate product use Ability to portray image and brand personality Disadvantages Brief Banyak Gangguan High cost of production High cost of placement Lack of attention by viewers

Print Ads Advantages Detailed product information Ability to communicate user imagery Flexibility Ability to segment Disadvantages Passive medium Banyak gangguan Unable to demonstrate product use

Print Ad Components Headline Picture Signature Copy

Evaluasi pesan cetak Apakah pesannya langsung jelas? Adakah manfaat dalam berita utama? Apakah illustrasi mendukung berita utama? Apakah lini pertama mendukung atau menjelaskan berita utama dan ilustrasi? Apakah mudah dibaca? Apakah produk mudah diidentifikasi? Apakah merk bisa diidentifikasi?

Choosing Among Major Media Types Target audience and media habits Product characteristics Message characteristics Cost

Major Media Types Newspapers Television Direct mail Radio Magazines Outdoor Yellow pages Newsletters Brochures Telephone Internet

Table 18.2 Marketing Communication Expenditures (2001) Media $ % of Total TV 52.7 22 Radio 19.4 8 Internet 3.4 1 Magazines 12.3 5 Newspaper 49.4 21

Place Advertising Billboards Public spaces Product placement Point-of-purchase

Figure 18.3 Classification of Advertising Timing Patterns

Evaluating Advertising Effectiveness Riset Dampak Komunikasi Consumer feedback method ( Menanyakan reaksi konsumen setelah dipapar iklan) Portfolio tests Laboratory tests Riset Dampak Penjualan

Pertanyaan Riset Umpan Balik Konsumen Apakah pesan utama yang anda dapatkan dari iklan ini? Menurut anda, apa yang mereka inginkan anda ketahui dan yakini? Bagaimana perasaan anda tentang iklan ini? Dimana anda paling memungkinkan melihat dan memberi perhatian terhadapnya ? Apakah anda merasa akan melakukan tindakan?

Sales Promotion Collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Sales Promotion Tactics Consumer-directed Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions Trade-directed Price offs Allowances Free goods Sales contests Spiffs Trade shows Specialty advertising

Using Sales Promotions Establish objectives Select tools Develop program Pretest Implement and control Evaluate results

Events and Experiences $11.14 billion spent on sponsorship in 2004 69% sports 10% tours 7% festivals, fairs 5% arts 9% causes

Why Sponsor Events? To identify with a particular target market or life style To increase brand awareness To create or reinforce consumer perceptions of key brand image associations To enhance corporate image To create experiences and evoke feelings To express commitment to community To entertain key clients or reward employees To permit merchandising or promotional opportunities

Using Sponsored Events Establish objectives Choose event opportunities Design program Implement and control Measure effectiveness

Ideal Events Audience closely matches target market Event generates media attention Event is unique with few sponsors Event lends itself to ancillary activities Event enhances brand image of sponsor

Public Relations Functions Press relations Product publicity Corporate communications Lobbying Counseling

Marketing Public Relations Functions Assist in product launches Assist in repositioning mature products Build interest in a product category Influence specific target groups Defend products Build corporate image

Major Tools in Marketing PR Publications Events Sponsorships News Speeches Public Service Activities Identity Media

Measure effectiveness Steps in Marketing PR Establish objectives Choose messages Choose vehicles Implement and control Measure effectiveness