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Mengapa iklan

Salah satu cara berkomunikasi dalam bisnis adalah iklan atau promosi. Iklan adalah
komunikasi yang bertujuan mengajak audiens (pembaca, pendengar atau penonton) untuk
membeli barang, ide atau pun jasa. Dalam iklan itu termasuk pula nama produk atau jasa
yang ditawarkan dan manfaat dari barang dan jasa tersebut.
Dengan mengkomunikasikan produk jasa ataupun perusahaan maka brand awareness
konsumen akan bertambah. Brand Awareness yang talah terbangun akan memudahkan
perusahaan dalam memasarkan produk atau jasanya. Oleh karena itu iklan masuk juga
dalam salah satu bagian marketing.
Sasaran iklan
Dalam beriklan perlu adanya segmentasi yang jelas, sehingga tujuan dari beriklan itu
sendiri bias tercapai dengan efektif.
Sistem promosi modern dimulai sejak adanya sistem produksi masal yaitu pada akhir
abad 19. media masa juga menjadi salah satu alasan berkembangnya system promosi
yang bersifat masal.
Iklan komersial biasanya bermaksud untu meningkatkan konsumsi dari produk yang
ditawarkan melalui branding. Dengan mengulang iklan produk yang ditawarkan sehingga
timbul asosiasi dalam pikiran konsumen mengenai jenis dan kualitas brand tersebut.
Ada tujuh alasan mengapa sebuah perusahaan beriklan.
1. Mendapat konsumen baru
Pasar akan berubah secara konstan, pertambahan populasi berarti bertambahnya
konsumen yang akan didapat. Penghasilan yang bertambah berarti perubahan pula
dalam gaya hidup dan daya beli. Konsumen yang tidak diperhitungkan dalam
beberapa tahun lalu mungkin merupakan pelanggan utama sekarang.
2. Menjaga kesetiaan pelanggan
Konsumen tidak langsung menjadi pelanggan seketika, anda harus berpromosi
untuk mendapatkan kepercayaan dari pelanggan
3. Tetap menjadi pilihan pelanggan dalam berbelanja
Dalam membeli produk yang ditawarkan, pelanggan akan memperhitungkan
harga dan kualitas. Dengan adanya promosi maka pelannggan akan memiliki
4. Karena kompetitor juga beriklan
Agar tetap menjaga jarak dengan competitor maka perusahaan juga perlu
beriklan. Sehingga konsumen tidak hanya terfokus pada produk knowledge milik
perusahaan competitor, tapi juga memberikan alternative atau bahkan
5. Memberikan keuntungan jangka panjang
Iklan yang dilakukan terus menerus akan memberikan efek dalam jangka panjang.
Berdasarkan penelitian peningkatan konsumsi yang dipengaruhi iklan meningkat
20 pesen setiap tahunnya. Itu berarti dalam beberapa tahun bisa meningkat lebih
dari 100 persen dan potensi penjualan pun meningkat.
6. Meningkatkan penjualan
Iklan yang efektif akan meningkatkan target pejualan produk atau jasa, sehingga
tidak jarang sebuah perusahaan benar-benar memperhatikan materi iklan yang
ditayangkan, bahkan rela menyewa konsultan untuk penggarapan iklan tersebut.
7. Menjaga citra perusahaan yang positif
Iklan juga menunjukan eksistensi dan reputasi sebuah perusahaan. Sebagian besar
perusahaan menggunakan iklan untuk menunjukan eksistensi dan reputasinya.
Bahkan tidak keberatan untuk mengeluarkan budget besar agar masyarakat sebagai
konsumennya tetap mempercayai reputasi yang dimiliki oleh perusahaan tersebut.

1- Advertise to Reach New Customers.

Your market changes constantly. New families in the area mean new customers to
reach. People earn more money, which means changes in lifestyles and buying
habits. The shopper who wouldn't consider your business a few years ago may be
a prime customer now. Remember 20% of families will move this year, 5
million people will be married and 4 million babies will be born*.

2- Advertise Continuously.
Shoppers don't have the store loyalty they once did. You must advertise to keep
pace with your competition. The National Retail Merchants Association states:
"Mobility and non-loyalty are rampant. Stores must promote to get former
customers to return and to seek new ones.

3- Advertise to Remain With Shoppers Through the Buying Process.

Many people postpone buying decisions. They often go from store to store
comparing prices, quality and service. Advertising must reach them steadily
through the entire decision-making process. Your name must be fresh in their
minds when they ultimately decide to buy.

4- Advertise Because Your Competition is Advertising.

There are only so many consumers in the market who are ready to buy at any one
time. You'll need to advertise to keep regular customers and to counterbalance the
advertising of your competition. You must advertise to keep your share of
customers or you will lose them to the more aggressive competitors.

5- Advertise Because it Pays Off Over a Long Period.

Advertising gives you a long-term advantage over competitors who cut back or
cancel advertising. A five year survey of more than 3,000 companies found
Advertisers who maintain or expand advertising over a five year period see their
sales increase an average of 100%. Companies, which cut advertising, averaged
sales decreases of 45%.

6- Advertise to Generate Store Traffic.

Continuous store traffic is the first step toward sales increases and expanding your
base of shoppers. The more people who come into the store, the more possibilities
you have to make sales and sell additional merchandise. For every 100 items that
shoppers plan to buy, they make 30 unanticipated "in the store" purchases, an
NRMA survey shows.

7- Advertise to Make More Sales.

Advertising works! Businesses that succeed are usually strong, steady advertisers.
Look around. You'll find the most aggressive and consistent advertisers are
almost invariably the most successful.

8- Advertise Because There is Always Business to Generate.

Your doors are open. Salespeople are on the payroll. Even the slowest days
produce sales. As long as you're in business, you've got overhead to meet and new
people to reach. Advertising can generate customers now .and in the future.

9- Advertise to Keep a Healthy Positive Image.

In a competitive market, rumors and bad news travel fast. Advertising corrects
misleading gossip, punctures "overstated" bad news. Advertising that is vigorous
and positive can bring shoppers into the marketplace, regardless of the economy.

10- Advertise to Maintain Employee Morale.

When advertising and promotion are suddenly cut or canceled, salespeople may
become alarmed and demoralized. They may start false rumors in an honest belief
that your business is in trouble. Positive advertising boosts morale. It gives your
staff strong additional support.

Advertising is a non-personal form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products, ideals, or
services. It includes the name of a product or service and how that product or service
could benefit the consumer, to persuade a target market to purchase or to consume that
particular brand. These brands are usually paid for or identified through sponsors and
viewed via various media. Advertising can also serve to communicate an idea to a mass
amount of people in an attempt to convince them to take a certain action, such as
encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors through
food consumption, video game and television viewing promotion, and a "lazy man"
routine through a loss of exercise . Modern advertising developed with the rise of mass
production in the late 19th and early 20th centuries. Mass media can be defined as any
media meant to reach a mass amount of people. Several types of mass media are
television, internet, radio, news programs, and published pictures and articles.[1]

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in
an effort to associate related qualities with the brand in the minds of consumers. Different
types of media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages. Advertising may be placed by an advertising agency on
behalf of a company or other organization.
Non-commercial advertisers that spend money to advertise items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement.

Why Advertise?

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Let CPM work with you to plan your marketing strategy. Our product mix can equal a
thorough and compelling program that will enable your company to enhance its brand,
drive sales, introduce a new product, communicate key value propositions, or all of the