BIRO IKLAN & MEDIA

PENDAHULUAN Periklanan adalah ekonomi konsumen yang penting Peran iklan di media massa Bisnis periklanan di Indonesia Biro iklan sebagai jembatan antara pengiklan dan media

CAKUPAN BAHASAN Mekanisme hubungan manajemen media massa dan biro iklan dalam studi kasus Femina Group, Trans TV dan Biro Iklan Mindshare.

DEFINISI Iklan/Periklanan Biro Iklan Manajemen Media Massa

Pelayanan Konsultasi Pemasaran PELAYANAN BIRO IKLAN Pelayanan Konsultasi Pemasaran Pelayanan Perencanaan dan Pemesanan Media Pelayanan Jasa Kreatif

CONTOH KASUS

MEDIA CETAK [Femina Group]

MEDIA SIAR [Trans TV]

BIRO IKLAN [Mindshare]

Sejarah & perkembangan

VISI & MISI MEDIA Femina Group Trans TV Mindshare

JENIS IKLAN Femina Group Trans TV Mindshare

JENIS PRODUSEN & KLIEN

STRUKTUR GROUP [Femina Group] Healthy Lifestyle Men’s Health Fit Readers Digest Best Life Lifestyle Dewi Pesona Cleo Estetica Teens Gadis Cita Cinta Seventeen Woman’s Lifestyle Femina Ayah Bunda Parenting

STRUKTUR ADVERTISING DIVISION [Femina Group – Healthy Lifestyle Group] Group Advertising Manager Advertising Manager [FIT] Senior Account Executive Account Executive Advertising Manager [Men’s Health] Advertising Manager [Reader’s Digest]

STRUKTUR ORGANISASI [Trans TV]

STRUKTUR ORGANISASI [Mindshare] President Director General Manager Senior Business Development Manager Media Manager Media Implementer Media Planner Media Buyer Creative Director Art Director Copy Writer Account Manager Account Executive Jr. Account Executive

Hubungan produsen, media & iklan

PROSES HUBUNGAN PRODUSEN, BIRO IKLAN & MEDIA Client [Produsen] Biro Iklan [Creative & Media Planning] Media

PROSES HUBUNGAN PARTIAL Client [Produsen] Biro Iklan [Creative] Biro Media Planner [Media Placement] Media

PROSES PRODUKSI BIRO IKLAN Initial Brief from Client Account Management Account Planning Preposition [Creative Brief] Creative Story Board Development Brainstorming Story Board Presentation to Client Story Board Approval Producer brief Production House Production [Audio Visual / Print]

PROSES PRODUKSI MEDIA SIAR Initial Production [Scheduling, Costing & Approval] Pre Production [Casting & Script] Production [Shooting] Post Production [Grading , Off Line Editing & On Line Editing] Finishing [Censorship & Dubbing]

PROSES PRODUKSI MEDIA CETAK Pra Cetak 1 Menata Halaman Pra Cetak 2 Mendesain [Gambar, Teks, Ilustrasi, foto} Copier Membuat pelat Cetak Sheet Fed Web Offset

PROSES MEDIA ORDER [Stasiun TV] Booking Brief dari Client [AE] Pembuatan Media Schedule / Paket [Marketing Planner] Approval dari Client Klien kirim Purchase Order Traffic

ALIRAN DANA Client [Produsen] Advertising Agency Account Management, Account Planning & Creative Project Management [Traffic] Creative Support Production House

KEUNTUNGAN

KERUGIAN

BELANJA IKLAN

SOP IKLAN DI MEDIA MASSA

PROSES IKLAN [via BIRO IKLAN]

PROSES IKLAN [tanpa BIRO IKLAN]

KESIMPULAN