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Dasar-dasar Periklanan 24 Februari 2010 A Powerpoint Presentation by Ernst Katoppo Bagian ke-1 1 Dasar-dasar Periklanan 24 Februari 2010 Mass Communications is a process in which professional communicators use media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways. 2 Dasar-dasar Periklanan 24 Februari 2010 1. Print (Books, magazines and newspapers) 2. Films (Principally motion pictures) 3. Broadcasting (Radio and television) 3 Dasar-dasar Periklanan 24 Februari 2010 The Basic Communications Model Source/ Sender Feedback Encoding Channel/ Message Decoding Fields of experience Receiver Response Noise 4 Dasar-dasar Periklanan 24 Februari 2010 1. The message is formulated by professional communicators 2. The message is sent out in a rapid and continuous way using the media 3. The message reaches large and diverse audiences 4. Individual members interpret the message parallel to those intended by the communicators 5. Experiencing these meanings, members are influenced i.e. the communication achieved some effects among targeted audiences 5 Dasar-dasar Periklanan 24 Februari 2010 Organizational The ‘mass audience’ Many identical messages Many receivers, Interpreting, Each decoding, Each connected with a group. Where message is re-interpreted and often acted upon Showing production and reception of mass communications as well as inferential feedback to the medium (after Schramm 1954) Input from news sources, art sources, etc SCHRAMM’S MASS COMUNICATIONS MODEL 6 Dasar-dasar Periklanan 24 Februari 2010 Marketing Definitions “A combination of selling, advertising and PR” • “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 7 Dasar-dasar Periklanan 24 Februari 2010 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) 8 Dasar-dasar Periklanan 24 Februari 2010 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 9 Dasar-dasar Periklanan 24 Februari 2010 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 10 Dasar-dasar Periklanan 24 Februari 2010 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 11 Dasar-dasar Periklanan 24 Februari 2010 Developing a Marketing Strategy Steps Needs to setting and up - Route Map wants 1.a. SWOTAnalysis ‘Needs’ and “wants” 1.b. very Market different. Analysis are It is critical to understand 2. Gap analysis the difference: 3.a. 1.c. • Needs are real 3.b. Developing new Set marketing • WantsFormulate are aspirational strategy products & services policy “Research must find out needs not wants Advertising however4.can often appeal to wants” Planning 5. Implementation 12