ADVERTISING Planning Marcomm & Advertising, Fikom, UMB, 2013 Judhie Setiawan, M.Si

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Step 1

Step 3

Step 2

Step 4

Step 5

Six Steps of the Communication Process

Step 6

Identify Target Audience

Determine Communication Objective

Develop Media Plan

Create the Message

Execute the Campaign

Evaluate the Effectiveness of the Campaign

TKV

Identify and analyze target market

Define Advertising objectives

Create advertising platform

Determine advertising

appropriation

Evaluate advertising

effectiveness

Execute campaign

Create advertising messages

Develop Media plan

+ Exploring the Levers Across the Relationship Stages

l  Television, iTV l  Magazines and newspapers l  Radio l  Yellow pages l  Billboards / outdoor ���������

Awareness

l  Television, iTV l  Magazines and newspapers l  Radio

Exploratory /���Expansion Commitment

l  Terminate marketing

Dissolution

l  Banner ads l  Search engines l  Listings

l  Classifieds

l  E-mail

l  Direct mail l  Telemarketing

l  Permission e-mail

l  Website l  Personalized pages

l  Customer service l  Customer service

l  Sales force l  Sales force l  Sales force

l  Rich media ads and dynamic ad placement

l  Website

l  E-mail

l  Permission direct mail l  Direct mail l  Telemarketing

l  Public relations

Advertising Objectives

TKV

Informative Advertising

Build Primary Demand

Persuasive Advertising Build Selective Demand

Reminder Advertising Keeps Consumers Thinking

About a Product.

Advertising Objectives •  Specific Communication Task •  Accomplished with a Specific Target Audience •  During a Specific Period of Time

We goes to The Media Planning

This was global advertising in 2013: Where will media get a look-in over….

AdSpend

TELEVISION ADVERTISING

RADIO

NEWSPAPER

MAGAZINES

CINEMA

OUT of Home

ADVERTISING ON TRANSPORT

INTERNET ADVERTISING

SCOPE OF ADVERTISING

Mission

Measure

Media Message

Money

The five Ms of advertising

AIDA Advertisers should seek :

Ø  A – Increase Awareness

Ø  I – Create Interest

Ø  D – Develop a desire

Ø  A – Actions that Encourage customers to buy

Advertising seeks to move potential buyers through these stages .

TKV

Response Hierarchy Models Communi-

cations Model

AIDA Model

Innovation- Adoption

Model Hierarchy-of-

Effects Model

Stages

Cognitive stage

Affective stage

Behavior stage

Awareness

Trial

Adoption

Interest

Evaluation

Purchase

Liking

Preference

Conviction

Awareness

Knowlege

Attention

Interest

Desire

Action Behavior

Attitude

Intention

Exposure

Reception

Cognitive response

Advertising & the PLC

Product Life Cycle

Introduction

Growth Maturity

Saturation Decline

Advertising

Informative

Persuasive

Reminder

AIDA

Attention Interest

Desire Action

All 4

Objectives

Increase in sales

Increase in market share

Corporate Image

Let’s take a look at The Brand

United States Mobile Phone AdSpend

Blackberry down to 3rd in Indonesia (www.techinasia.com, Dec 16, 2013)

Blackberry down to third place in Indonesia, beaten by rising star Smartfren. Samsung’s sales were miles away from its competitors with 1.054 million units sold. Runner-up Smartfren Andromax sold 339,000 phones while Blackberry sold 330,000 units. Fourth position goes to Lenovo, which managed to sell 311,000 phones. Other phone brands making it into the top 10 are Evercoss, Sony, Mito, Apple, Nokia and LG.

The Advertising Campaign

� When developing a marketing communication strategy, you do not restrict your plan to just advertising

� Many things are also done such as direct mailing, PR, special events, radio, media (incl. unconventional media)

Celebrity Marketing

�  Having celebrities lend their name and influence to the promotion of a product.

TKV

Advertising Program Evaluation

Communication Effects

Is the advertisement meeting the specific

communication objective?

Advertising Evaluation

Sales Effects (to the extent possible)

Is the Ad Increasing Sales?

Main Parties involved in Advertising

Regulatory Organizations

Government

Competitions

ADVERTISER

Facilitating Organizations

Advertising Agency

Media

Research supplies

Markets and Consumer Behavior

Thank you…