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A Powerpoint Presentation by Ernst Katoppo
Bagian ke-1
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Mass Communications is a process in which professional communicators use media
to disseminate messages widely, rapidly, and continuously
to arouse intended meaningsin large and diverse audiences in attempts
to influence them in a variety of ways.
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1. Print (Books, magazines and newspapers)
2. Films (Principally motion pictures)
3. Broadcasting (Radio and television)
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The Basic Communications Model
Fields of experience
Source/ Sender
Channel/
Message
Receiver
Encoding Decoding
Noise
FeedbackResponse
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1. The message is formulated by professional communicators2. The message is sent out in a rapid and continuous way using the media 3. The message reaches large and diverse audiences4. Individual members interpret the message parallel to those
intended by the communicators5. Experiencing these meanings, members are influenced i.e.
the communication achieved some effects among targeted audiences
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The ‘mass audience’
Many receivers,
Each decoding,
Interpreting,
Each connected with a
group. Where message
is re-interpreted and
often acted upon
Many identical messages
Organizational
Input from news sources, art sources, etc
Showing production and reception of mass communications as well as inferential feedback to the medium (after Schramm 1954)
SCHRAMM’S MASS COMUNICATIONS MODEL
Encoder
Decoder
Interpreter
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Marketing Definitions
• “The aim of marketing is to make selling superfluous” – Peter Drucker
• “The performance of business activities that direct the flow of goods and services from producer to consumer or user” – American Marketing Association
“A combination of selling, advertising and PR”
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Marketing Definitions
• Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitably – Chartered Institute of Marketing (UK)
• Consumption is the sole end and purpose of all production – Adam Smith ( Wealth of Nations)
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The Customer Value Proposition (CVP)
• Offer the right product
• To your targeted customers
• At a price that is acceptable to them
• Based on their perception of the value
• At a cost that allows you to be profitable
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CVP Defined
• Define customer needs that the company is trying to meet
• Identify at whom it is targeting its activities• State the product’s difference from the
competitor• Explain the benefit of this difference to
customers• Indicate how the company will provide its
offerings
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Selling vs Marketing
Selling• ‘Introverted’• Inward looking• Starts with the product• Shorter time horizon• Is about revenue this
week• Focused on one aspect
of your service
Marketing• ‘Extroverted’• Outward looking• Starts with the customer• Longer time horizon• About profit this year• The ethos of the
organization/company
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Needs and wants
• Needs are real
• Wants are aspirational
‘Needs’ and “wants” are very different. It is critical to understand the difference:
“Research must find out needs not wantsAdvertising however can often appeal to wants”
4. Planning
3.b.Formulate strategy
Steps to setting up - Route Map
Developing a Marketing Strategy
2. Gap analysis
1.b. Market Analysis
3.a.Developing new
products & services
1.a. SWOTAnalysis
1.c.Set marketing
policy
5. Implementation
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