P. 1
bisnis periklanan - rts masli

bisnis periklanan - rts masli

|Views: 495|Likes:
Dipublikasikan oleh Communication Management UI

More info:

Published by: Communication Management UI on Dec 11, 2008
Hak Cipta:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

03/18/2013

pdf

text

original

Simak Tren

BISNIS PERIKLANAN
Seminar Berwawasan

MANAJEMEN MEDIA
Dr. Ishadi S.K., M.Sc. Dosen Koordinator Iklan sebagai pendukung utama bisnis media. Bagaimana iklan digunakan secara efektif di media. Hubungan timbal balik media dan periklanan dan bagaimana iklan memilih media. Prediksi pangsa iklan dari tahun ke tahun di semua media. Perubahan pilihan media melahirkan ancaman atau kesempatan
RTS Masli
International Advertising Association Indonesia Chapter President
Jakarta, 7 November 2008

1

TENTANG IKLAN
KITAB ETIKA PARIWARA INDONESIA> Tata Krama dan Tata Cara Periklanan Indonesia:

“Iklan adalah pesan komunikasi pemasaran tentang suatu produk yang disampaikan lewat suatu media dan dibiayai oleh pemrakarsa yang dikenal, serta ditujukan kepada sebagian atau

2

MARKETING COMMUNICATIONS The nature of regulation Regulating advertising activity Regulating sales promotion Regulating public relations activities The structure of the promotions industry Agencies
Marketing Communication s

Advertising agencies

The communicatio ns process

Current trends: technological development

3

THE COMMUNICATION PROCESS

Sender

Encoding

Message Media

Decoding

Receiver

Nois e Feedback Response
4

INDUSTRY STRUCTURE Advertisin g agencies Client companie s advertiser s

The Promotions Industry
Suppliers of the promotion al material
5

Media Suppliers

ADVERTISING

Writing advertisement s

Role of promotion in the buying process

Creative strategy and the advertising message

Graphic design

Advertisin g

The creative brief

Visual aids

Branding

Measuring advertising effectiveness

6

THE ADVERTISING PROCESS
Marketing Strategy Identify and understand target audience Define advertising objectives Set the advertising budget Message decisions Media decisions Execute campaign Evaluate advertising effectiveness
7

4 P’s vs. 4 C’s
THE REALITY THE PERCEPTIONS
PROMOTIONS
COMMUNICATIONS

PLACE

PRICE PRODUCT

CONVENIENCE

COST TO CONSUMER

CONSUMER NEEDS & WANTS

4 P’S

4 C’S

8

HOW CREATIVE COMMUNICATION CREATES DEMAND
Brand
WHAT TO SAY HOW TO SAY CRAFTMANSHIP SHOWER CONSUMER PURCHASE DECISSION

V
Process Service Marketing Mix

CLIENT SERVICE WHY ADVERTIZE?

CREATIVE

DIRECTOR

MEDIA

CONSUMER

EFFICIENT & EFFECTIVE

S M I L E

TREATMENT

T
Differentiatio Selling n Segmentatio n

WHAT REASON TO BUY?

WHOM TO?

NEEDS PERCEPTION ATTITUDE PERSONALITY LEARNINGMOTIVES

Positionin Targeting g

S

CORRECT

FUN

ARTISTIC

TRIAL

REPEATATION

9

Perkiraan Periklanan Global

10

Perekonomian Dunia > Stabil
Gross Domestic Product: year-on-year % change

8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0

2005

2006

2007

4.2 3.5 3.7 3.1 3.4

4.3 3.6 3.2 3.4 2.9 2.9 3.4 2.8 3.2

1.5

WORLD

N.America

L.America

Europe

Asia Pacific
11

Anggaran Periklanan > Tumbuh !
Adspend: year-on-year % change

8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0

2005

2006

2007
5.8 5.7

4.8 3.3

5.1 4.5 4.2 3.0 2.6 2.4 1.8 3.7 3.8

5.1

0.2

WORLD

N.America

L.America

Europe

Asia Pacific

12

Belanjan Iklan Global > Nyaris stabil !
Global adspend by media type
350 300 250 200
$bn
+80% +18%

41% 40%

TV

150 100 50 0

35%
+42%

+10%

32%
+15% +11% +13%

31%

Newspapers

36% 13%
8% 8%

+52% +90% +10%

13% 10%
6%

13% 9%
6%

Magazines Radio Outdoor

1993

2003

2007

13

Belanja Iklan Nasional > Meningkat !
Indonesia adspend by media type
35000 30000
+120%

TV
64%

25000 20000
$bn

15000 10000 5000 0
+1,658% +805% +819%

Newspapers
64%
+121%

26% 26%
6%

+122% +101%

Magazines Radio Outdoor

6%

3%

1993

2003

2007

14

Anggaran Media Negara Maju > Menurun
Spend 2006 v 2005 % change (US, Japan, Germany, UK, France)
35.0 30.0 25.0 20.0 15.0 10.0 5.0
0.7 3.5 6.8 4.6 29.8

0.0 Media Advertising Sales Promotion Brand PR/ Sponsorship Direct Mail Interactive Marketing

Source: Marketing Expenditure Trends Report, London Business School

15

Media Advertising (USA) cendrung menurun!
Marketing budget allocation % (USA) 1976 1986 34%

Media Advertisin g Consumer Promotion s Trade Promotion s

2006 24% 27%

42%

19%

26%

39%

40%

49% 49%

Source: John Philip Jones

16

17

Zenith Optimedia forecast

Global internet ad spend to grow 28.2% in 2007, while ad spend in other media grows 3.9%. Global adspend continues to grow slightly faster than average. World ad market will grow 5.4 % in 2007, 5.8% in 2008 and 5.3%, staying ahead of the 5.1% rate it has grown as for the last 10 years 18

Global ad expenditure by region

19

Local online ad spend to increase by 32% in 2007

20

Agencies Report 2007

21

NO. 1: OMNICOM GROUP
Revenue ($ in millions) 2007 %chg Worldwide . . . . . . . . . . . $11,376.9 8.5 U.S. . . . . . . . . . . . . . . . . .$ 6,194.0 7.8 Non-U.S. . . . . . . . . . . . . .$ 5,182.9 9.4 Employees 2007 %chg Worldwide . . . . . . . . . . . . .66,000 6.5 2006 $10,481.1 $5,743.9 $4,737.2

2006 62,000
12/2007 AdAge

22

NO. 2: WPP GROUP
Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . 11.1 North America . . . . . . . . . 9.9 Outside North America . . 11.9 Employees %chg Worldwide . . . . . . . . . . . . 3.7 Offices %chg Worldwide . . . . . . . . . . . . 0.0 2007 10,819.6 4,195.9 6,623.7 2007 79,352 2007 2,000 2,000 76,532 2006
12/2007 AdAge

2006 9,739.8 3,818.8 5,921.0 2006

23

NO. 3: INTERPUBLIC GROUP OF COS.

Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . . -1.3 U.S. . . . . . . . . . . . . . . . . . . -0.6 Non-U.S. . . . . . . . . . . . . . -2.3 Employees %chg Worldwide . . . . . . . .. . . . . -2.3 U.S. . . .. . . . . . . . . . . . . . . . 0.0 Non-U.S. . . . . . . . . . . . . . . -4.0

2007 6,190.8 3,441.2 2,749.6 2007 42,000 18,000 24,000

2006 6,274.3 3,461.1 2,813.2 2006 43,000 18,000 25,000 12/2007
AdAge

24

NO. 4: PUBLICIS GROUPE
Revenue ($ in millions) %chg Worldwide . . . . . . . . . . . . North America . . . . . . . . . Outside North America . . Employees Worldwide . . . . . . . . . . .. North America . . . . . . . . Outside North America . 2007 2006 7.3 5.5 8.8 %chg 4.1 0.9 5.7

5,872.0 5,472.2 2,672.8 2,533.1 3,199.2 2,939.1 2007 2006 41,989 40,350 13,940 13,818 28,049 26,532

25

7 Aegis Group
Revenue ($ in millions) Worldwide . . . . . . . . . . . . U.S. . . . . . . . . . . . . . . . . ............... Non-U.S. .. . . . . . . . . . . ................ Employees 2007 and 2006 % chg Worldwide . . . . . . . . . . . . . . . . . . U.S. . . . . . . . . . . .... . . . . . . . . . . . . . . Non-U.S. . . . . . . . . . . . . . . . . . .... . . 2007 $1,825.8 $ 489.4 $1,336.4 2006 $ 1,577.6 $ 446.1 $ 1,131.5 %chg 15.7 9.7 18.1

13,075 2,158 10,917

10,778 2,085 8,693

21.3 3.5 25.6

Offices 2007 and 2006 % chg Worldwide . . . . . . . . . . . . . . . . . . . . . 285 U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Non-U.S. . . . . . . . . . . . . . . . . . . . . . . . 241

268 43 225

6.3 2.3 7.1

26

HOLDING COMPANY NEW BUSINESS SCORECARD: 2007

Ranked by net adjusted new-business billings
WINS NET. REV. RANK COMPANY REPORTED CHG. 1. Havas $1,930 $106 2 WPP Group 4,639 53 3. Aegis 1,569 23 4. Omnicom 3,040 13 5. Publicis 2,887 -14 Interpublic 3,063 -28 Total 153 17,127 ADJUSTED $1,832 2,307 429 2,403 2,022 2,495 11,487 LOSSES REP. -$ 1,030 -2,259 -946 -3,130 -3,042 -3,519 -13,927 ADJ. -$ 949 -1,865 -237 -2,297 -2,086 -2,709 -10,143 REP. NET ADJ. $883 442 192 106 -64 -214

$ 900 2,380 622 -90 -156 -457

3,200 1,344 27

WORLD’S TOP 50 MARKETING ORGANIZATIONS Ranked by worldwide revenue in 2007
RANK WORLDWIDE REVENUE / U.S. REVENUE 2007 2006 MARKETING ORG HQ 2007 2006 %CHG 1 2 3 4 5 6 7 8 9 10 11 1 Omnicom Group New York London New York Paris Tokyo France London Tokyo Seattle Tokyo Toronto/NY $11,376.9 10,819.6 6,190.8 5,872.0 2,950.7 1,841.0 1,825.8 1,337.0 442.2 430.0 423.7 7.8 2 WPP Group 9.9 3 Interpublic Group -0.6 4 Publicis Groupe 5.5 5 Dentsu -4.0 6 Havas Suresnes -3.6 7 Aegis Group 9.7 8 Hakuhodo DY Hldgs NA 13 aQuantive 270.3 30.2 9 Asatsu-DK 6.8 11 MDC Partners

2006 $10,481.1 9,739.8 6,274.3 5,472.2 2,887.8 1,808.0

% CHG 8.5 11.1 -1.3 7.3 2.2 1.8

2007 $ 5,743.9 3,818.8 3,461.1 2,533.1 48.4 712.8 446.1 0.0

$ 6,194.0 4,195.9 3,441.2 2,672.8 46.5 687.4 489.4 0.0 352.1 2.9 355.9

1,577.6 15.7 1,364.0 08.4 444.8 -2.0 43.4 -3.3

2.7 305.2

28

363.4 16.6

RANK WORLDWIDE REVENUE
U.S. REVENUE 2007 2006 MARKETING ORG CHG 2007 2006 %CHG 16 16 11.3 17 17 11.8 18 15 0.0 19 19 35.0 20 32 7.1 21 34 56.8 22 24 -25.7 23 21 174.1 24 22 NA 25 23 8.0 Cheil Comm George P. Johnson HealthStar LBI Internatl 14.3 Media Square* 76.7 inVentiv Comm Cossette C Group Harte-Hanks Dir 3.8 Clemenger Comm Doner Southfield Seoul Mich. New Jers. Stockholm London Ohio Quebec Langhorne Melbourne 174.1 Michigan 173.1 191.7 190.2 HQ 256.3 213.2 213.0 210.7 203.0 213.0 212.4 196.0 118.0 164.1 180.8 166.0 164.3 2007 21.6 5.0 0.0 184.1 132.9 62.5 15.9 174.1 4.9 5.4 2006 20.5 159.2 213.0 15.3 47.5 180.3 20.0 3.8 0.0 162.5 18.5 142.4 213.0 40.0 12.5 115.0 26.9 180.8 0.0 150.5 %

29

RANK WORLDWIDE REVENUE
RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG HQ 2006 %CHG 31 32 33 38 29 25 NA 34 35 41.7 35 33 14.3 36 49 NA 37 36 19.0 38 40 30.3 39 37 6.2 40 20 -25.0 41 44 22.6 Merkle Lanham, Protocol Integ Dir Tokyu Agency Chime Comm M&C Saatchi Creston* Bartle Bogle Hegarty Wieden & Kennedy Mark Store TBA Global Cramer-Krasselt Md. Florida Tokyo London London London London Oregon Illinois California Chicago 149.5 148.0 145.5 144.3 139.0 135.0 130.0 127.8 121.4 120.0 117.9 2007 108.0 148.0 154.1 114.2 123.3 78.8 110.0 102.9 108.2 175.0 96.2 38.4 0.0 -5.6 26.3 12.7 71.3 18.2 24.2 12.3 -31.4 22.6 2006 % CHG 2007 38.4 0.0 0.0 1.2 5.8 0.0 21.0 58.9 47.4 160.0 96.2

149.5 108.0 128.0 128.0 0.0 1.7 6.7 0.0 25.0 76.7 50.3 120.0 117.9

30

RANK WORLDWIDE REVENUE U.S. REVENUE 2007 2006 MARKETING ORG HQ 2006 %CHG 46 58.1 47 -9.7 48 44.9 49 2.4 50 NA 58 39 57 47 50 AKQA Ambrosi IMC2 SourceLink Itasca Jung von Matt San Francisco Chicago Dallas Illinois Hamburg 98.0 94.1 92.7 88.7 87.1

2007 62.0 104.2 64.0 86.6 74.1

2006 58.1 -9.7 44.9 2.4 17.5

% CHG 98.0 94.1 92.7 88.7 0.0

2007 62.0 104.2 64.0 86.6 0.0

31

According to research conducted on 210 U.S. media markets by Borrell Associates, spending on local online advertising will grow approximately 32% in 2007, hitting $7.7 billion: In the near term, online ad spending will continue to migrate towards more targeted forms of online advertising such as paid search and e-mail. Local paid search, already approaching $1 billion this year, will mushroom by 86% in 2007, to $1.8 billion. Local e-mail advertising will grow to $233 million, a 54% increase. Also, expectations are that local video advertising will become a trackable category in 2007.
32

Source: Borrell Associates, September 2007 http://www.borrellassociates.com/report.cfm

Anggaran Jasa Pemasaran Sedunia
US $ Milyar 2006 US $ Milyar 2007 US $ Milyar 2008 Prakiraan

Direct & Specialist 256.78 Sponsorship 35.99 Market research 25.34 International-ist early autumn 2007 PR issue 6.91 Total 325.02
070123

228.69 30.50 22.55 6.15 287.89

241.58 33.79 24.08 6.56 306.01
33 33

Total Komunikasi Pemasaran
US $ Milyar 2006 Prakiraan US $ Milyar US $ Milyar 2007

2007

Jasa pemasaran Media

287.89
(45.4 %) (45.5%)

306.01
(45.6%)

325.02 388.08

Total
International-ist early autumn 2007 issue

346.06 (54.6 %)

367.04
(54.5%)

633.95

673.04

713.10

(54.4%)

070123

34 34

Omnicom Group US $ 10.48 billion

WPP Group US $ 10.03 billion

30 oys C

27 oys C

070123

35 35

Publicis Groupe US $ 5.11 billion

16 oys C

24 oys C
Interpublic Group of Cos. US $ 6.27 billion

070123

36 36

US

b .48 0 $1

io US

b .03 0 $1

io US$

b .27 6

io US$

bio 11 5.

070123

37 37

Worldwide Top 4 Service Categories
US $ 31.89 Bio
      

Advertising Media Direct marketing Sales promotion Interactive Healthcare Public Relations
WPP US$ 10.03 bio

38.1 11.2 12.1 9.1 10.2 8.1 11.2

% % % % % % %

ATL 49.30%

BTL 50.70%

Omnicom US$ 10.48 bio
080123

Interpublic US$ 6.27 bio

Publicis US$ 5.11 bio
38 38

Kini jalur komunikasi Pemasaran semakin luas
Events

Packaging

Special Placements

Aisle Display

Retail Events

Sponsorships

In-Store Contacts

Partnershi p

Internet

Promotion

In-Life Experiences
P.R. Publicity
Direct Mail

Advertising

In Home

Kedepan.. jalur komunikasi pemasaran....semakin luas
39 39

Trade Music property Merchandise Home shopping

Television Radio Direct Mail Newspapers
Public Relation Advertising

Shops
Traditional Media

Kiosks On-line Internet Multimedia cross-promotion Trader, Dealer Incentives Theme Park/ Virtual Reality
Retail Comm. Channel

Event

ABSOLUT IDEA
i=-Solution

Ambience Media Branded Content Engagement Event

Magazines Cinema Outdoor Feature Film

CD Rom Transit

40

Ponsel TV
Ponsel TV memiliki fasilitas menarik untuk fitur TV-nya # TV Capture untuk mengambil gambar dari siaran TV. # Pause untuk menghentikan sesaat acara tv agar tak terlewatkan suatu momen penting. # TV Recorder untuk mengabadikan atau menyimpan acara kesukaan agar bisa dilihat di lain waktu. # Memiliki fitur multimedia seperti FMRadio, Radio Recorder,

41

ACTIVATOR SUN

42

Obama menang !

100 tahun terakhir - rekor jumlah pemilih terbanyak, mencapai 135 juta orang (65%) dari total jumlah penduduk Amerika Serikat 303,8 juta. Hasil Pemilu AS, 4 November 2008 Barack Hussein Obama (47) dari Partai Demokrat terpilih sebagai presiden kulit hitam pertama AS yang didampingi oleh Joe Biden sebagai wakil presiden. Salah satu kekuatan Barack Obama adalah memanfaatkan INTERNET untuk menjaring pendukung dalam kampanyenya dan mengumpulkan dana secara ONLINE melalui situs-situs jejaring sosial yang populer tidak hanya di AS, tetapi juga di banyak negara di dunia (Facebook, My Space, Linkedin, You Tube, Friendster, hingga Twitter)

43

Mengapa internet ?

218,3

juta (71,9%) dari menggunakan internet.

303,8

juta penduduk AS

(InternetWorldStats, Nov. 2007)

Internet telah menjadi bagian utama kehidupan politik Amerika.

Saat pertarungan Obama dengan Hillary Clinton, Obama mengantongi 38 juta usd selama kampanye dan hanya berhutang 2 juta usd,sedangkan Hillary mem- peroleh 6 juta usd dan utangnya untuk kampanye membengkak 21 juta usd. Obama memanfaatkan internet untuk memperoleh sumbangan dana kampanye lewat online hanya 5 usd per/orang, tetapi disumbang oleh jutaan orang. Obama menggunakan internet sebagai media sosial, menyapa masyarakat akar rumput melalui teknologi komunikasi yang berkembang amat pesat. Simak Facebook, banyak ditemukan grup pendukung Obama. Obama memiliki lebih dari 1,7 juta sahabat di Facebook dan 510.000 teman di Myspace. Di jejaring sosial Twitter Obama memiliki lebih dari 45.000 pengikut. Jutaan orang di dunia dapat menyaksikan pidato Obama melalui You Tube.

44

From Advertising to Branding
product

Left brain

Right brain

45

Indonesia

46

120.000

Indonesia Adv Expenditure1999-2008 (in Rp bio)
113.569

100.000

80.000

Annual Growth 38% (based on CAGR* 99-04 method)

79.731

60.000

`
39.928 28.489

56.270

40.000
21.849 16.563 5.750 8.317 11.174

20.000

0

1999

2000

2001

2002

2003

2004

2005*

2006*

2007*

2008*

1999
5.750

2000
8.317

2001
11.174

2002
16.563

2003
21.849

2004
28.489

2005*
39.928

2006*
56.270

2007*
79.731

2008*
113.569

Source: AC Nielsen * 2005-2008 forecast

*CAGR=compound annual growth rate

47

Where are we?
2 X 28.489 = 56.998 T? Rp 28.489 T
Events
Special Placements

Packaging

Aisle Display

Retail Events

Sponsorships
Partnership

In-Store Contacts

Internet

Promotion

In-Life Experiences
P.R. Publicity
Direct Mail

Advertising

In Home

Rp 28.489 T + 56.998 T = 85.487 T
48

1200
1045 1000

Lingkungan Semakin Acak
948 841

1000 800

Jumlah pesan TV yang diterima Ibu RT 948 X per/minggu

691 686

655 600 522 504 463 453 450 447

600 400 200 0

424

403

363 293 279 250 244 224 211 200 191 176 170

136

Ja pa In do n ne si a US A Ta iw a Si ng n ap Ho or ng e Ko ng Sp ai n Ch in Gr a ee Au c e st ra li a

UK

Ita l Ca y na Ge d a r So ma ny ut h K or Po ea rt ug Th al ai la nd Fr an ce

Above 900

750 - 899

400 - 749

070123

la nd M al ay si a Au st ri a Fi nl Ne an th d er la nd s Vi et na m Be lg Sw iu m i tz er la De nd nm ar Sw k ed en

Ire

200 - 399

< 200 Source: MindShare

49 49

Tahun 2010: 100 saluran TV Indonesia

Butuh isi siaran TV saja
100 X 18 jam X 60 menit X 365 hari = 39.420.000 menit siaran

Butuh materi Informasi, edukasi, hiburan Materi siar - perilaku bangsa

070123

50 50

2006 penduduk 225 juta 2040 penduduk 288 juta 1900 10 % penduduk di kota 2006 40 % penduduk di kota 2006 250 bahasa daerah 2100 125 bahasa daerah
51

Tren Media Periklanan

52

Towards Holistic Marketing Communications
Direct Mail Cellular e-Mail Pager Outbound Telemarketing Sales Force Fax

Website

PDA

Custom er
Retail Point of Sale Face-to-Face

Touchpoints Behaviours Contacts

Radio

Delivery Fulfillment

Customers

Interactions
Phone Ordering Television

ATM

Magazines Placement/ Product Sampling Newsprint

Event / Sponsorships Outdoor

53

Trends Media – Tinjauan Umum

Media TV tetap dominan sebagai media periklanan, utamanya di negara berkembang. Pertumbuhan alternatif media sangat cepat : internet, direct mail, email, mobile, PR Peningkatan penggunaan multimedia traditional and non-traditional Di negara maju paid TV dan multi channel TV berkembang lebih cepat dari pada TV umum.

54

Trend Media – Konsumsi Media
% share of the average person’s media time

3

Mobile Phone Internet Home PC Cinema Music Television Magazines Books Radio

2

+/% by 2007

1

0

-1

-2

Newspapers

-3 0 10 20 30 40 50 60

% share of time 55

Trend Media – Media Reach
2008 2010 Personal Communication (Digital) Mobile internet E-mail PC Internet High reach

Low reach

Digital TV Radio Cinema Mass Communication

Print Analogue TV

Posters 56

Tren Bisnis Periklanan

57

Trend Bisnis
 

Pendekatan komunikasi adalah solusi bisnis bukan lagi solusi pemasaran Timbul akuisisi dan merger untuk memenuhi kebutuhan klien akan multi disiplin komunikasi Di tingkat global, one stop shopping ada pada kelompok usaha (group) Bisnis periklanan akan didominasi oleh 4 kelompok komunikasi: Omnicom, WPP, Publicis Groupe and IPG Pendapatan below-the-line akan lebih besar daripada above-the-line Media specialist akan berperan sebagai communications advisor Media specialist menjawab keraguan akan effektifitas dan 58

Dampak Terhadap Bisnis

Periklanan Indonesia

59

Dampak Terhadap Bisnis Periklanan Indonesia

Mungkinkah tahun 2012 Indonesia akan menjadi salah satu pasar terbesar # 20’ BESAR

60

Worldwide Ranking
Top Twenty Countries By Advertisers' Major Media Expenditure (US$ million at Constant 2002 Prices)

1992 USA Japan Germany UK France Italy Spain Canada South Korea Australia Netherlands Switzerland Taiwan Hong Kong Israel Sweden Denmark Austria China 107.840 33.370 15.830 10.684 7.691 5.904 5.228 4.158 3.400 3.347 2.574 2.241 2.155 1.539 1.265 1.233 1.226 1.117 1.077

2002 USA Japan Germany UK France Italy Brazil China South Korea Canada Spain Australia Mexico Netherlands Poland Switzerland Russia Greece Taiwan 144.463 33.516 16.973 15.249 9.031 7.087 7.020 6.339 6.013 5.218 5.083 4.097 3.447 3.439 2.530 2.457 2.009 1.934 1.895

2012 USA Japan Germany UK China France Italy South Korea Canada Spain Australia Poland Indonesia Netherlands Switzerland Thailand Taiwan India Belgium 159.330 36.591 19.062 15.177 10.415 9.347 7.121 6.947 5.471 5.331 4.531 3.334 3.256 3.084 2.713 2.454 2.426 2.928 2.237

61

Dampak Terhadap Bisnis Periklanan

Indonesia akan menjadi pasar #13 di dunia pada tahun 2012. Mungkinkah menjadi kenyataan? Televisi tetap mendominasi media periklanan Media internet, mobile phone, email, direct mail dll., nilai anggaran masih tetap rendah. Akan terjadi lebih banyak konsolidasi media kepada media specialist. Kegiatan below the line, khususnya field marketing, sales promotion, trade 62 promotion akan meningkat pesat.

Media Periklanan di Indonesia

MAGAZINE : 480* TABLOID : 783* CINEMA: 2,201* NEWSPAPERS : 413*

TV Lokal TV Daerah PRIVATE TV: 10 + TVRI
* based on licenses

TV Daerah : 72

RADIO STATIONS: 815 835*
63

TOTAL ADVERTISING EXPENDITURE 19992007
2007 > 62% TV, 27% Newspaper, 4% Magazine, 3% Radio, 4% Others
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
2000 2001 2002 2003 2004 2005 2006 2007
Source : Media Planning Guide 2008 & Nielsen Media Research/AdQuest

Other Radio Magazine Newspaper TV

64

Media yang dikonsumsi pada beberapa Social Economy Status
16 19 18 19 22 25 24 24 17 18 5
Radio

28

27

A
28 30 44

B C1

24

23

22 25 23 13 10 2
Cine a m

18 18 5
TV

22 15 9 2

22 16 9 2
Tabloid

C2 D E

13 11 2

18 6 6 1
Inte t rne

N spape M ew r agazine

Source : Nielsen Media Index 2002

65

Highlights/Learning's
 

Belanja Iklan 2006 ke 2007, mengalami peningkatan sebesar 28,1% Peningkatan 2006 vs 2007 disebabkan : TV meningkat Newspaper meningkat Magazine meningkat Radio meningkat Outdoor and others : 28% : 20% : 13% : 21% : 18%

(Data ini merupakan tabulasi sementara dan belum yang sebenarnya).
 

Adanya kecenderungan peningkatan konsumsi semua media. Golongan menegah ke atas cenderung mengkonsumsi media yang lebih "segmented"
66

Belanja Iklan 2003-2007 di Asia Pasifik
Indonesia  Japan  Korea  Malaysia  Singapore  Thailand  Vietnam

67

Asia-Pacific Countries AdEx 20032007
COUNTRY INDONESIA Rp billion TelevisIon Newspaper Magazine Tabloid Radio Cinema Cable TV Internet Outdoor POP/POS Others 2007 2006 2005 2004 2003 10,311 4,378 667 325 516 0 0 0 279 0 0 16.476 13298 9.795 7.889 5.612 JAPAN Y billion 2,444.3 1,432.6 529.5 0 240.8 0 28.2 75.4 365.8 2,158.8 0 7,275.40 6,928.90 6,599.00 6,110,20 5,699,60 KOREA Won billion 4.068.6 4.121.4 310.4 0 490.5 0 352.4 260.1 657.1 0 0 10.260.5 8.845.3 7.433.2 5.853.4 4.619.8 MALAYSIA RM 000's 1,684,305 3,172,528 229,549 0 163,137 0 0 0 0 0 156,854 5,406,373 4,581,672 3,786,506 3,078,284 2,474,287 SINGAPORE Sin$ million 861.8 1.313.5 114.7 0 128.4 35.8 0 0 140.7 0 47.3 2.547.6 2.196.2 1.861.2 1,501.0 1,219.9 THAILAND Bath 000 464,721,420 198,886,160 34,090,820 0 70,595,520 4,352,210 0 0 18,551,690 34,885,940 4,551,770 830,635,530 722,291,559 661,787,118 581,064.958 41,584.662 VIETNAM USD 000 165,000 91,000 0 0 9,400 0 0 0 18,000 14,622 0 298,022 244,280 197,000 152,000 116,000

68

ASIA PACIFIC COUNTRIES ADEX (%) SHARE 2007
COUNTRY  
INDONESIA

JAPAN %

KOREA %

MALAYSIA

SINGAPORE

THAILAND %

VIETNAM %

%

%

%

TelevisIon Newspaper Magazine Tabloid Radio Cinema Cable TV Internet Outdoor POP/POS Others 2007

62.5
25.1 3.9 1.8 3.3 0 0 0 3.4 0 0 100

34.0 20.4 7.2 0 3.4 0 0.4 1.0 5.1 2.8 25.7 100

35.1 36.0 3.1 0 4.2 0 3.2 2.2 0 0 16.2 100

30.4

33.6

60.0
21.0 5.0 0

53.4
30.9 0 0 3.3 0 0 0 11.9 0 0.5 100 69

60.6
4.3 0 3.3 0 0 0 0 0 1.4 100

50.0
5.3 0 5.1 1.4 0 0 1.8 2.7 0.1 100

10.0
1.0 0 0 2.0 0 1.0 100

AdSpend Growth : Asia Pacific by Country 2007 % Growth in local currencies
Indone sia China P hilippine s Tha nd ila M la a ysia H ong Kong Singa pore V tna ie m N wZ e nd e a la Austra lia South Kore a

28.1% 35.1% 12.8% 12.5% 11.1% 5.0% 4.8% 4.3% 3.0% 2.0%
70

TELEVISION

71

Televisi Semakin Dominan
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1989 1990 1991 1992 1993
Npp

1994
TV

1995
Radio

1996
Cinema

1997

1998

1999

2000

2001

Mag/Tab

Outdoor

72

Pertumbuhan industri Televisi dari tahun ke tahun

1962

1988

1989

1990

1991

1993

1995

1999

2000

2001

2002

2003 73

Source : Media Scene 2000-2001

Televisi Lokal yang sudah memperoleh ijin dan siap siaran
DELI TV (Medan) RIAU TV BATAM TV JAKARTA TV TV JAKARTA LOMBOK TV KENDARI TV MAKASSAR TV JOGJA TV MANADO TV BUNAKEN TV PACIFIC TV (Manado) GORONTALO TV EMU TV (Maluku) TV PIN (Papua)

74

Source : ATVLI & TV station’s profil

Penghasilan Iklan TV Swasta periode 2007 ( Base on ADEX )
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2001 2002 2003 2004 2005 2006 2007
Source : Media Scene & 75 Nielsen Medi Research/Adquest

JTV TRANS LATIVI GLOBAL TV7 METRO ANTV TPI IVM SCTV RCTI

Kerajaan Bisnis STAR TV di ASIA

BALAJI TELEFILMS (INDIA)

TATA-STAR DTH JV (INDIA)

25,99%

20% MCCS
(INDIA)
PHOENIX SATELITE TELEVISION

26%
HATHWAY CABLE
(INDIA)

37,5%
RUPERT MURDOCH PEMILIK STAR TV

26%

ESPN STAR SPORT

50%
KOOS CABLE
(TAIWAN)

ANTV
(INDONESIA)

20%

20%

76

Highlights/Learning's

Televisi mengalami booming dengan bertambahnya jumlah TV Nasional dan TV Lokal Persaingan jumlah pemirsa ditelevisi sangat ketat. Beberapa stasiun baru mampu "mencuri share" TV lama, baik dari segi kepemirsaan dan perolehan Iklan TV Local memiliki potensi untuk bersaing sebagai media lokal

77

NEWSPAPER

78

Newspaper memiliki group media untuk meningkatkan penetrasinya

Gramedia Group  KOMPAS  Indopersda  Serambi Indonesia, Sriwijaya Pos, Tribun Kaltim, Harian Metro Bandung, Bangka Pos, Banjarmasin Pos, Metro Banjar, Bernas, Surya, Pos Kupang, Timika Pos

Pikiran rakyat  Fajar Banten  Gala Media  Pakuan  Mitra Dialog

Jawa Pos Group  Indo Pos  Radar  Rakyat Merdeka  Batam Pos  Fajar  Kaltim Pos  Batam Pos  Jambi Express  Samarinda Post  Kalteng Post

Suara Merdeka  Wawasan  Tabloid Cempaka  Tabloid Trend

79

A1 menunjukan 2x lebih tertarik membaca Newspaper dibandingkan All SES…
People aged 10+, 9 Cities, Read Any Newspaper, in % 56

47 35 28 28 20 16 7

ALL SES

A1

A2

B

C1

C2

D

E
80

Newspapers adalah bacaan Pria
People aged 10+, 9 Cities, Read Any Newspaper, in %

Male 35

Female 32 26

43

39 30 26 20 14

21

21 17

Total

'10-14

15-19

20-29

30-39

40+
81

Pertumbuhan Media Cetak Di Indonesia
Media Perusaha n Media tahun 1997 79 88 114 8 289 Perusaha n Media tahun 1999 299 886 491 11 1.687 Perusaha n Media tahun 2001 n.a. n.a. n.a. n.a. +/- 566

Media Cetak Surat Kabar Harian (4x lipat) Tabloid/SKM (10x) Majalah (4x) Buletin Jumlah (6x lipat)

Source : Direktori Pers Indonesia 2002-2003

82

Pertumbuhan Media Expenditure di Newspaper
Rp. Milyar

3,500 3,000

2,000 1,500 1,000 500 0

2002

1,228

2003

1,826

2004

2,469

2,500

2005

3,335

2006
83

3,977

4,000

Highlights/Learning 's

Media suratkabar banyak dibaca Pria usia 20-39 S.E.S A class.

Media surat kabar daerah sangat menguasai daerahnya. Merek Otomotif dan Elektronik paling dominan beriklan di surat kabar.

84

MAGAZINE TABLOID

85

Majalah di Indonesia diterbitkan oleh beberapa group penerbitan…

Gramedia Group

Kawanku, Bobo, Motor Plus, Angkasa, Soccer, Sedap Sekejap, Hotgame, Intisari, Hai, dll Majalah Tempo, Tempo English Femina, Gadis, Ayah Bunda, Fit, Men’s Health, Seventeen, Pesona, Cita Cinta Aneka Yess, Favorit, Al Kisah Cosmopolitan, Cosmo Girl, Autocar, Motoriders, Bazaar, For Him Magazine, Good house Keeping Lisa, Perkawinan, Info Linux, Indonesia Tatler, Nyata, Animonster, Nyonya Rumah, Santap, MAXX 86

 

Tempo Group

Femina Group

Aneka Group

MRA Group

Others

Begitu juga untuk tabloid…..

Gramedia Group

Nova, Rumah, Nakita, Bola, Otomotif, Nyata Bintang Indonesia, Aura, Fantasi, Home Bintang Keren Beken

Jawa Pos Group

Bintang Group

Aneka

Others
87

Majalah lebih banyak dibaca golongan middle up
People aged 10+, 9 Cities, Read Any Magazine, in % 60 47 41 30 28 25 14 9

ALL SES

A1

A2

B

C1

C2

D

E
88

Tabloid juga lebih banyak dibaca golongan middle up
People aged 10+, 9 Cities, Read Any Tabloid, in %
43 35 28 21 20 19 9 All SES A1 A2 B C1 C2 D 6 E

89

Penetrasi Majalah pada remaja putri lebih tinggi…
People aged 10+, 9 Cities, Read Magazine, in % 47 44 42 Female 37 37 30 29 30 26 26 14 15

Male

All people

'10-14

15-19

20-29

30-39

40+
90

Penetrasi tabloid pada pria dewasa muda lebih tinggi…
People aged 10+, 9 Cities, Read Tabloid, in % 32 33 27 21 22 20 20 20 32 Female Male

18 10 10

Total

'10-14

15-19

20-29

30-39

40+
91

Pertumbuhan billing media pada majalah dan tabloid…
Rp. Milyar

900

600 500 400 300 200 100 0

2002

286

2003

414

2004

579

2005

722

700

2006
92

821

800

RADIO

93

Pertumbuhan Jumlah Radio di Indonesia
900 800 700 600 500 400 300 200 100 0 2002 2003 2004 2005 2006

769 712

779

795

835

52

52

52

52

52

PRSSNI
Banyak Radio tumbuh namun tidak menjadi anggota PRSSNI

RRI
Source : PRSSNI & RRI

94

OUTDOOR

95

types of outofhome
type traditional
• billboard • bus shelter • bridge panel • • • • • • vehicle wrap airport, train station building wrap mall ad transportation ad new channels (bar, gas station, bank, cinema, office, restaurant) • ambient media (toilet, floor media, etc.)

medium

beyond billboard

retail outlets

• POS • brandings • new technologies 96

special effects
special hand-crafted three dimensional embellishments can be produced in almost any size, shape, color or configuration

version of a series teaser campaign with the design changing daily or week by week or month by month

97

innovation
3D shaped
o o o

Actual depiction of pencil cell. Almost 1 tonne in weight. 27 ft long and 7 ft in diameter. Fabricated & mounted on a hoarding at Caddel road - one of the most premium location in Mumbai visibility of 500 Mtrs. Special light effects to create halo around the product.
98

o

o

Outdoor Activity…
Advertising Expenditure Media Outdoor 388 350 261 269 269 202 232 279

1999

2000

2001

2002

2003

2004

2005

2006
99

Outdoor Activity lebih Creative
• Perkembangannya Tidak Terpantau • Local Coverage sangat kuat • Flexible - bisa memberi Impact Jangka Pendek maupun Jangka Panjang • Makin meningkatnya jumlah sentra ekonomi (Mall, Pusat perbelanjaan akan makin meningkatnya Outdoor Activity) akan makin meningkatnya kegiatan Media Outdoor. • Otonomi daerah memacu pertumbuhan Media Outdoor
100

Perencana Media

Tidak cukup > Kalau sekedar …

bisa membaca & menganalisa data riset media dan memahami prinsip pemasaran

Harus bisa memahami konsumen dan perilakunya
101

Proses Kerja Yang Baru
Sasaran Pemasaran & Komunikasi Pengiklan (Brief) Mempelajari pola pikir konsumen Menentukan titik-titik komunikasi Pembuatan Materi Kreatif Pembelian Media
102

Marketing Tools of Thinking Specific and Perspective
Syllabus

Segmentation

of Consumer Marketplace

Region Demographics Economic Power Life Style Living Patterns
International Advertising Association
14

103

Untuk Raih Keberhasilan, syaratnya… Pemahaman pola pikir konsumen berdasarkan fakta, yang bersifat strategis dan dapat ditindak lanjuti Sinergi antara materi iklan dan tempat penyampaiannya Inovasi/cara-cara baru menyampaikan iklan pada konsumen Teknologi mutakhir Keleluasaan dan kecepatan serta akurasi Hasil yang terukur
104

  

Konsumen dibombardir iklan!
Nokia Daihatsu

Samsung

Isuzu

Rolex

Terdapat lebih dari 550 brands beriklan secara aktif pada tahun 2004, lebih dari 50 produk baru diluncurkan dan lebih dari 2500 versi iklan ditayangkan televisi.
Indomie

Clear Pepsodent
Source : TV stations’ info

Citibank

BCA e-banking

ChatzMie
105

TERIMA KASIH
106

International Advertising Association
International Advertising Association Indonesia Chapter

RTS Masli
President 7 November 2008

107

You're Reading a Free Preview

Mengunduh
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->