Seminar Berwawasan
MANAJEMEN MEDIA
Dr. Ishadi S.K., M.Sc. Dosen Koordinator
RTS Masli
International Advertising Association
Indonesia Chapter President
1
TENTANG IKLAN
KITAB ETIKA PARIWARA INDONESIA>
Tata Krama dan Tata Cara Periklanan Indonesia:
Media
Nois
e
Feedback Response
4
INDUSTRY STRUCTURE
Client
Advertisin companie
g s
agencies advertiser
s
The
Promotions
Industry
Suppliers
Media of the
Suppliers promotion
al material
5
ADVERTISING
Measuring
Visual aids Branding advertising
effectiveness
6
THE ADVERTISING PROCESS
Marketing
Strategy
Identify and
understand target
audience
Define advertising
objectives
Execute
campaign
Evaluate advertising
effectiveness 7
4 P’s vs. 4 C’s
THE REALITY THE PERCEPTIONS
PROMOTIONS COMMUNICATIONS
COST TO
PLACE PRICE CONVENIENCE
CONSUMER
CONSUMER
PRODUCT NEEDS &
WANTS
4 P’S 4 C’S
8
HOW CREATIVE COMMUNICATION CREATES DEMAND
CONSUMER
Brand WHAT TO SAY HOW TO SAY CRAFTMANSHIP SHOWER PURCHASE
DECISSION
V CLIENT
SERVICE
CREATIVE DIRECTOR MEDIA CONSUMER
Process Service
WHY
S M I L
TREATMENT
NEEDS
WHAT REASON PERCEPTION
TO BUY? ATTITUDE
T PERSONALITY
LEARNING-
Differentiatio WHOM TO?
E MOTIVES
Selling
n
Segmentatio
n
S
Positionin
Targeting
g
9
Perkiraan Periklanan Global
10
Perekonomian Dunia > Stabil
Gross Domestic Product: year-on-year % change
6.0
5.0 4.3
4.2
4.0 3.5 3.7 3.6
3.4 3.4 3.4
3.1 3.2 3.2
2.9 2.9 2.8
3.0
2.0 1.5
1.0
0.0
WORLD N.America L.America Europe Asia Pacific
11
Anggaran Periklanan > Tumbuh !
Adspend: year-on-year % change
1.0
0.2
0.0
WORLD N.America L.America Europe Asia Pacific
12
Belanjan Iklan Global > Nyaris stabil !
Global adspend by media type
350
300 +18%
41%
250 TV
40%
+80%
200
+10%
35%
$bn 150 31% Newspapers
+42% 32%
100 36%
+15% 13% Magazines
13%
50 +52%
13% +11%
+90% 10% 9% Radio
8%
0
8% +10% 6% +13% 6% Outdoor
13
Belanja Iklan Nasional > Meningkat !
Indonesia adspend by media type
35000
30000
+120% TV
25000 64%
20000
$bn Newspapers
15000
+121%
64%
10000 +1,658%
26%
Magazines
+805% +122%
5000 26%
+819% 6% Radio
+101%
0
6% 3% Outdoor
14
Anggaran Media Negara Maju > Menurun
Spend 2006 v 2005 % change (US, Japan, Germany, UK, France)
35.0
29.8
30.0
25.0
20.0
15.0
10.0 6.8
4.6
5.0 3.5
0.7
0.0
Media Sales Brand PR/ Direct Mail Interactive
Advertising Promotion Sponsorship Marketing
15
Media Advertising (USA) cendrung menurun!
Marketing budget allocation % (USA)
1976
1986
2006
Media 42%
Advertisin 34%
24%
g
Consumer 19% 26% 27%
Promotion
s
Trade 39%
Promotion 40%
49%
49%
s
16
17
Zenith Optimedia
forecast
Global internet ad spend to grow 28.2% in
2007, while ad spend in other media grows
3.9%.
19
Local online ad spend to increase by 32% in 2007
20
Agencies Report
2007
21
NO. 1: OMNICOM GROUP
24
NO. 4: PUBLICIS GROUPE
25
7 Aegis
Group
Revenue ($ in millions) 2007 2006 %chg
Worldwide . . . . . . . . . . . . $1,825.8 $ 1,577.6 15.7
U.S. . . . . . . . . . . . . . . . . ............... $ 489.4 $ 446.1 9.7
Non-U.S. .. . . . . . . . . . . ................ $1,336.4 $ 1,131.5 18.1
26
HOLDING COMPANY NEW BUSINESS SCORECARD: 2007
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:
070123 34 34
Omnicom Group WPP Group
US $ 10.48 billion US $ 10.03 billion
30 27
o y s o ys
C C
070123 35 35
Publicis Groupe
US $ 5.11 billion
16
o y s
C
24
o y s
C
070123 36 36
io io io bio
. 48b . 03b 27b 11
0 0 6. 5.
US $1 US$1 US$ US$
070123 37 37
Worldwide Top 4 Service
Categories
US $ 31.89 Bio
Advertising 38.1 % ATL 49.30%
Media 11.2 %
Direct marketing 12.1 % BTL 50.70%
Sales promotion 9.1 %
Interactive 10.2 %
Healthcare 8.1 %
Public Relations 11.2 %
Omnicom WPP Interpublic Publicis
US$ 10.48 bio US$ 10.03 bio US$ 6.27 bio US$ 5.11 bio
080123 38 38
Packaging
Kini jalur komunikasi
Pemasaran semakin Special
Placements
Aisle
luas Display
Retail Events
Events
In-Store
Contacts
Sponsorships
Partnershi
p
Promotion
Internet
In-Life
Experiences
P.R.
Publicity Direct Mail
Kedepan.. jalur
Advertising
komunikasi
In Home
pemasaran....semakin
luas
39 39
Television
Trade Radio
Merchandise
Newspapers
Home shopping
Advertising
Public Shops
Relation
Kiosks Traditional
Media
Retail Event
Comm.
i=-Solution
Ambience
Magazines
Internet Media
Engagement
Branded
Event
Content
Multimedia Cinema
cross-promotion
Outdoor
Trader, Dealer
Incentives Feature Film
42
Obama menang !
100 tahun terakhir
- rekor jumlah pemilih terbanyak, mencapai 135 juta orang (65%) dari
total jumlah penduduk Amerika Serikat 303,8 juta.
43
Mengapa internet ?
218,3 juta (71,9%) dari 303,8 juta penduduk AS
menggunakan internet. (InternetWorldStats, Nov. 2007)
Internet telah menjadi bagian utama kehidupan politik Amerika.
product
Left
brain Right
brain
45
Indonesia
46
Indonesia Adv Expenditure1999-2008 (in
120.000
Rp bio)
113.569
100.000
Annual Growth 38%
(based on CAGR* 99-04
80.000 method) 79.731
60.000
` 56.270
40.000 39.928
28.489
21.849
20.000 16.563
11.174
8.317
5.750
0
1999 2000 2001 2002 2003 2004 2005* 2006* 2007* 2008*
1999 2000 2001 2002 2003 2004 2005* 2006* 2007* 2008*
5.750 8.317 11.174 16.563 21.849 28.489 39.928 56.270 79.731 113.569
Promotion
Internet
In-Life
Experiences
P.R.
Publicity Direct Mail
Advertising
48
Lingkungan Semakin
Acak
1200
1045
1000 Jumlah pesan TV yang diterima Ibu RT 948 X
1000 948 per/minggu
841
800
691 686
655
600
600 522 504
463 453 450 447
424
403
400 363
293 279
250 244
224 211
200 191
200 176 170
136
UK
A
Gr a
nd
Ca y
n
ri a
ng
m
ce
Au c e
Ge d a
nd
ng n
do n
nd
ny
li a
en
Th al
m
a
a
ng e
Po ea
Sw k
s
in
l
US
De nd
ai
pa
Ita
si
si
Ho or
ar
nd
Sw giu
ug
la
na
Ko
an
ee
st
Ch
na
iw
la
Sp
So ma
ra
la
ed
or
ne
ay
la
ap
nm
n
Ja
Au
Ire
la
ai
st
rt
et
Ta
Fr
l
K
Fi
er
al
Be
r
er
Vi
h
i tz
M
th
ut
In
Si
Ne
Above 900 750 - 899 400 - 749 200 - 399 < 200
Source:
MindShare
070123 49 49
Tahun 2010: 100 saluran TV
Indonesia
070123 50 50
2006 penduduk 225 juta
2040 penduduk 288 juta
52
Towards Holistic Marketing Communications
Direct
Mail
Cellular
e-Mail Pager
Outbound
Telemarketing
PDA Sales Force
Website Fax
Custom
er
Retail
Touchpoints
Point of Sale
Face-to-Face
Behaviours
Contacts
Radio
Delivery
Fulfillment
Customers
Interactions
Phone
Television
Ordering
ATM
Magazines
Event / Placement/
Sponsorships Product
Sampling
Outdoor
Newsprint
53
Trends Media – Tinjauan
Umum
Media TV tetap dominan sebagai media
periklanan, utamanya di negara
berkembang.
3 Mobile Phone
Radio
Internet
2
Home PC
Cinema
+/- 1 Music
%
Television
by 0
2007 Magazines
-1 Books
-2 Newspapers
-3
0 10 20 30 40 50 60
% share of time
55
Trend Media – Media
Reach
2008
Personal
2010
Communication
(Digital)
Mobile
internet E-mail
PC
Internet
Digital Print
TV
Radio Analogue
TV
Mass
Cinema Communication
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
60
Worldwide Ranking
Top Twenty Countries By Advertisers' Major Media Expenditure
(US$ million at Constant 2002 Prices)
MAGAZINE : 480*
TABLOID : 783*
CINEMA: 2,201* NEWSPAPERS : 413*
TV Lokal
TV Daerah
100%
90%
80%
70%
60% Other
Radio
50%
Magazine
40% Newspaper
TV
30%
20%
10%
0%
2000 2001 2002 2003 2004 2005 2006 2007
16 18 A
28 27 28 30
44 B
19 19
22 24 23 22 C1
25 24
25
24 22 22 C2
23
18 17
13 18 D
15 16 13
18 18
11 6
9 9 10 6 E
5 5 2 2 2 2 1
TV Radio Newspaper Magazine Tabloid Cinema Internet
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 : 28%
Newspaper meningkat : 20%
Magazine meningkat : 13%
Radio meningkat : 21%
Outdoor and others : 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 2003-
2007
COUNTRY INDONESIA JAPAN KOREA MALAYSIA SINGAPORE THAILAND VIETNAM
Rp billion Y billion Won billion RM 000's Sin$ million Bath 000 USD 000
Tabloid 325 0 0 0 0 0 0
68
ASIA PACIFIC COUNTRIES ADEX (%) SHARE
2007
COUNTRY INDONESIA JAPAN KOREA MALAYSIA SINGAPORE THAILAND VIETNAM
% % % % % % %
Tabloid 1.8 0 0 0 0 0 0
71
Televisi Semakin Dominan
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
1962 1988 1989 1990 1991 1993 1995 1999 2000 2001 2002 2003
90%
JTV
80%
TRANS
70% LATIVI
60% GLOBAL
TV7
50% METRO
40% ANTV
TPI
30%
IVM
20% SCTV
10% RCTI
0%
2001 2002 2003 2004 2005 2006 2007
Source : Media Scene & 75
Nielsen Medi Research/Adquest
Kerajaan Bisnis STAR TV di ASIA
TATA-STAR
BALAJI
DTH JV
TELEFILMS
(INDIA)
(INDIA)
25,99% 20%
PHOENIX
MCCS SATELITE
(INDIA) TELEVISION
26% 37,5%
RUPERT MURDOCH
PEMILIK STAR TV
HATHWAY
CABLE
(INDIA)
ESPN STAR
26% SPORT
50%
KOOS ANTV
CABLE (INDONESIA)
(TAIWAN) 20%
20% 76
Highlights/Learning's
77
NEWSPAPER
78
Newspaper memiliki group media untuk
meningkatkan penetrasinya
79
A1 menunjukan 2x lebih tertarik membaca
Newspaper dibandingkan All SES…
47
35
28 28
20
16
ALL A1 A2 B C1 C2 D E
SES
80
Newspapers adalah bacaan Pria
Male Female 43
39
35
32
30
26 26
21 21 20
17
14
82
Pertumbuhan Media Expenditure di Newspaper
Rp. Milyar
4,000
3,977
3,500
3,335
3,000
2,500
2,469
2,000
1,826
1,500
1,228
1,000
500
0
2002 2003 2004 2005 2006
83
Highlights/Learning
's
Media suratkabar banyak dibaca Pria usia
20-39 S.E.S A class.
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
Tempo Group
Majalah Tempo, Tempo English
Femina Group
Femina, Gadis, Ayah Bunda, Fit, Men’s Health, Seventeen, Pesona, Cita
Cinta
Aneka Group
Aneka Yess, Favorit, Al Kisah
MRA Group
Cosmopolitan, Cosmo Girl, Autocar, Motoriders, Bazaar, For Him Magazine,
Good house Keeping
Others
Lisa, Perkawinan, Info Linux, Indonesia Tatler, Nyata, Animonster, Nyonya
Rumah, Santap, MAXX 86
Begitu juga untuk
tabloid…..
Gramedia Group
Nova, Rumah, Nakita, Bola, Otomotif,
Jawa Pos Group
Nyata
Bintang Group
Bintang Indonesia, Aura, Fantasi, Home Bintang
Aneka
Keren Beken
Others
87
Majalah lebih banyak dibaca golongan
middle up
47
41
30 28
25
14
9
ALL A1 A2 B C1 C2 D E
SES
88
Tabloid juga lebih banyak dibaca golongan middle up
43
35
28
21 20 19
9
6
All SES A1 A2 B C1 C2 D E
89
Penetrasi Majalah pada remaja putri lebih tinggi…
30 29 30
26 26
14 15
32 33 32
Female Male
27
21 22 20 20 20
18
10 10
900
800
821
700
722
600
579
500
400
414
300
286
200
100
0
2002 2003 2004 2005 2006
92
RADIO
93
Pertumbuhan Jumlah Radio di
Indonesia
900
795 835
769 779
800
712
700
600
500
400
300
200
100
52 52 52 52 52
0
2002 2003 2004 2005 2006
PRSSNI RRI
Banyak Radio tumbuh namun tidak menjadi anggota PRSSNI Source : PRSSNI & RRI 94
OUTDOOR
95
types of outofhome
type medium
• billboard
traditional • bus shelter
• bridge panel
• vehicle wrap
• airport, train station
• building wrap
• mall ad
beyond • transportation ad
• new channels (bar,
billboard gas station, bank,
cinema, office,
restaurant)
• ambient media (toilet,
floor media, etc.)
• POS
retail outlets • brandings
• new technologies
96
special effects
special hand-crafted three
dimensional embellishments can be
produced in almost any size, shape,
color or configuration
97
innovation
3D shaped
o Actual depiction of pencil cell.
o Almost 1 tonne in weight.
o 27 ft long and 7 ft in
diameter.
o Fabricated & mounted on a
hoarding at Caddel road - one
of the most premium location
in Mumbai visibility of 500
Mtrs.
o Special light effects to create
halo around the product.
98
Outdoor Activity…
Advertising Expenditure Media Outdoor
388
350
99
Outdoor Activity lebih Creative
• Flexible
- bisa memberi Impact Jangka Pendek maupun Jangka Panjang
101
Proses Kerja Yang
Baru
Sasaran Pemasaran & Komunikasi
Pengiklan (Brief)
Pembelian Media
102
Marketing Tools of Thinking Specific
and Perspective
Syllabus
Region
Demographics
Economic Power
Life Style
Living Patterns
International Advertising Association
14
103
Untuk Raih Keberhasilan,
syaratnya…
Daihatsu
Nokia
Samsung Isuzu
Terdapat lebih dari 550 brands
beriklan secara aktif pada tahun
2004, lebih dari 50 produk baru
diluncurkan dan lebih dari 2500
Rolex versi iklan ditayangkan televisi.
Indomie
Clear Citibank
Pepsodent BCA e-banking
RTS Masli
President
7 November 2008
107