Bisnis Industri Media TV

WHY GRATIS, WHY NOT?DIRECT & INDIRECT TRANSACTION

EXPLAINED

Amelia Day4th CLASS

14 Oktober 2011

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Communication

Transaction

Communication

Transaction?

PAYlater

later

INDIRECTTransaction

Audience = Potential Buyers

NOISEA!

HA?

Asymetric Information

ADSReduce noise? Make more noise!

!

?

FMCG Fast Moving Consumer Goods

FMCGas your fast moving ads

ADVERTISEMENT

GoodsServicesImages

IMAGE RIGHTS

Fans = VERY Potential Buyers

… HYSTERIC FANS SHALL ABSOLUTELY BUYWHATEVER JLO WEARS,EATS, OR BREATHS AT...

GLOBALhysteria

MEASURING HYSTERIA: TV

Quantity only

webpronews.com

MEASURING HYSTERIA: NET

State Subsidies

People's License Fees

Advertisement

STATE SUBSIDIES &

PEOPLE'S LICENSE FEES

ONE-SIDED MARKET: SUBSIDY TV

1945-1969SUBSIDIES

DIRECTTRANSACTION

Govt → TVRI

DIRECTTRANSACTION

INDIRECTTRANSACTION

INDIRECTTRANSACTION

INDIRECTTRANSACTION

+ HYSTERIA PARAMETER TO BUY ABSOLUTELY

TWO-SIDED MARKET: ADS TV

One-way Communication

Indirect Transaction

Objectives of Advertising

1. Awareness: making the consumer aware of the existence of the brand or company.

2. Comprehension (Understand): making the consumer understand the product or its uses.

3. Conviction (Persuasion): persuading the consumer to buy the product.

4. Action: getting the consumer to actually purchase the product.

Mukesh Trehan and Ranju Trehan, Advertising and Sales Management halaman 77

Ads Dynamics

www.magazine.org

Complex Trade Process

Thanx to...

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