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PRODUKSI PERIKLANAN

PRODUKSI PERIKLANAN. KMN 323 /3(1-2).

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PRODUKSI PERIKLANAN

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  1. PRODUKSI PERIKLANAN KMN 323/3(1-2) DESKRIPSI:Dalamperkuliahaninimenjelaskanmengenaidefinisi, ruanglingkupproduksi periklanan, karakteristik produksi periklanan, aspek kreatif dalam produksi periklanan, eksekusi kreatif dalam produksi periklanan, produksi periklanan, segmentasi pasar, perilaku konsumen dalam produksi periklanan, perencanaan media, iklan media cetak, iklan media penyiaran serta biro iklan dan etika periklanan. TUJUAN INSTRUKSIONAL UMUM:Setelahmengikutimatakuliahinimahasiswaakandapatmemahamiartidanpekerjaanperiklanan, memilikikemampuanmerancangpesanperiklanansertamemproduksiprodukiklanuntukmendukung program-program pembangunan, pemberdayaanmasyarakatdanduniausaha/bisnis.

  2. Pendahuluan Definisi, komponen, tipe, peran, pemain kunci, integrasi periklanan

  3. What is it? • Advertising is a message designed to promote a product, a service, or an idea. • The purpose of advertising is to sell products or services.

  4. AIDA • Advertising is designed to inform, influence, or persuade people. • To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.

  5. Advertising Basics • Provided by someone with a definite agenda, but not necessarily the producer of the product. • Provided free -- you do not pay directly for the advertising. • Not free to the firms, so there must be some benefit to them -- increased profit. • In general, industries with highest levels of advertising also consumer good industries with highest profits.

  6. Defining Modern Advertising • A complex form of communication using objectives and strategies to impact consumer thoughts, feelings and actions • A form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages)

  7. Advertising is the nonpersonalcommunication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media

  8. Five Basic Factors of Advertising Paid communication Sponsor is identified Tries to inform or persuade Reaches a large audience Message conveyed through many different kinds of largely nonpersonal mass media

  9. Components of Advertising • Strategy • Creative idea • Execution • Media • The strategy is the logic and planning behind the ad that gives it direction. • Advertisers develop ads to meet objectives. • Advertisers direct ads to identified audiences. • Advertisers create a message that speaks to the audience’s concerns. • Advertisers run ads in the most effective media.

  10. Components of Advertising • Strategy • Creative idea • Execution • Media • The central idea grabs the consumer’s attention and sticks in memory. • Planning strategy require creative problem solving. • Research involves creativity. • Buying and placing ads requires creative thinking.

  11. Components of Advertising • Strategy • Creative idea • Execution • Media • Effective ads are well executed reflecting the highest production values in the industry. • Clients demand the best production the budget allows.

  12. Components of Advertising • Strategy • Creative idea • Execution • Media • Television, Internet, magazines, and other media are used to reach a broad audience. • Deciding how to deliver the message requires creativity. • How you say something and where you say it is just as important as what you say.

  13. Roles of Advertising • Marketing • Communication • Economic • Societal • Marketing is satisfying customer wants and needs by providing products (goods, services, ideas). • The marketing department. is responsible for selling the product using the 4 Ps (product, price, place/distribution, and promotion) and brand development.

  14. Roles of Advertising • Marketing • Communication • Economic • Societal • Advertising is a message to a consumer about a product, designed to create a response. • It is also a form of marketing communication. • Uses mass communication to transmit product information to connect buyers and sellers in the marketplace.

  15. Roles of Advertising • Marketing • Communication • Economic • Societal • Because it reaches large groups of people, advertising makes marketing more cost-efficient and lowers prices for consumers. • Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques.

  16. Roles of Advertising • Marketing • Communication • Economic • Societal • Informs about innovations and issues • Helps us compare products • Mirrors fashion and design trends • Teaches consumers about new products • Helps shape consumer self-image • Facilitates self-expression • Presents images about diversity in our world

  17. Types of Advertising • Brand Advertising • Focused on long-term brand identity and image • Retail or Local Advertising • Focused on selling merchandise in a geographical area • Direct Response Advertising • Tries to stimulate a sale directly • Business-to-Business • Sent from one business to another

  18. Types of Advertising • Institutional Advertising • Focused on establishing a corporate identity or winning the public over to the organization’s point of view • Nonprofit Advertising • Used by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers, and donors • Public Service Advertising • Usually produced and run for free on behalf of a good cause

  19. The Key Player • Advertiser (client) • Agency • Media • Supplier • Audience • Wants to send out a message about its business • Identifies a problem that advertising can solve • Selects the target audience, sets the budget, and approves the ad plan • Hires the agency • Agency of record (AOR) does the most business; manages other agencies

  20. The Key Player • Advertiser (client) • Agency • Media • Supplier • Audience • Agencies have the strategic and creative expertise, media knowledge, talent, and negotiating abilities to operate more efficiently than the advertiser. • Some large advertisers have in-house departments.

  21. The Key Player • Advertiser (client) • Agency • Media • Supplier • Audience • Media are channels of communication that carry the message to the audience. • They’re vehicles, but also large media conglomerates like Time Warner and Viacom. • Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches.

  22. THE KEY PLAYERS Supplier • Advertiser (client) • Agency • Media • Supplier • Audience • Service organizations that assist advertisers, agencies, and the media in creating and placing ads by providing specialized services • Artists, writers, directors, photographers, producers, printers, freelancers, and consultants

  23. The Key Player • Advertiser (client) • Agency • Media • Supplier • Audience • People to whom an ad is directed —their responses determine if advertising is effective. • Targeting is the process of identifying the people in the desired audience. • Interactive technology allows ads to be customized to the target audience’s individual needs.

  24. Integrated Marketing Communication (IMC) • IMC means unifying all marketing communication messages and tools to send a consistent, persuasive message promoting the brand’s goals. • Stakeholders are also important in IMC. • Synergy means messages have more impact working jointly than on their own.

  25. Definisi IMC suatukonsepperencanaankomunikasipemasaran yang mengakuinilaitambahdarisaturencanakomprehensif yang mengevaluasiperanstrategisdariberbagaidisiplinkomunikasi – misalnya, iklanumum, responlangsung, promosipenjualandanhubunganmasyarakat- danmenggabungkanberbagaidisiplintersebutgunamemberikankejelasan, konsistensisertadampakkomunikasi yang maksimal

  26. AlasanMenggunakan IMC • Munculnyapemahamanmengenaipentingnyaupayauntukmemadukanberbagaifungsikomunikasi yang tersediadaripadamembiarkanberbagaifungsikomunikasiitubekerjasendiri-sendiri • Denganmengkoordinasikansegalaupayakomunikasipemasaran yang dilakukanmasing-masingbagian, makaperusahaandapatmenghindariterjadinyaduplikasipekerjaan • Perusahaan memperolehmanfaatsinergi di antaraberbagaiinstrumenpromosi • Pendekatan IMC menjadicaratermudahbagiperusahaanuntukmemaksimalkantingkatpengembalianinvestasibidangpemasarandanpromosi

  27. terimakasih

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