Desain Pesan dan Periklanan

Agribisnis UMY 2016

Perencanaan
Media
Periklanan

Heri Akhmadi, S.P., M.A.

Selamat Buat TIMNAS
–> FINAL AFF 2016
Today’s Lecture
• Perencanaan Media
• Memahami perbedaan dari
berbagai macam media
periklanan
• Menentukan media iklan
yang tepat
Apa tanda datangnya bulan Ramadhan?
Video: Iklan Sirup Marjan
 World Cup Football

Musim masuk
sekolah
Media Planning
Media Planning

“A plan of action to
communicate a message to a
target market a the right time,
and right frequency.”

The goal of a media plan is to be efficient: to gain

maximum exposure at minimum cost.
 Media vs Vehicles
Media are the general communication methods that carry advertising
messages—television, magazines, newspapers, and so on.

Vehicles are the specific broadcast programs or print choices in

which advertisements are placed.

Media Vehicles
Media Planning Process
Advertising Strategy

Marketing Advertising Advertising Message Media

Strategy Budget Strategy Strategy
Objectives

Media Strategy
• Target Audience
Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Media Strategy - Audience

• Faktor utama dalam

mensegmentasi audiens
sasaran:
1) Geografis
2) Demografis
3) Pemakaian produk
4) Gaya hidup/psikografis
• Audiens sasaran didefinisikan
dalam batas spesifik yang
mempunyai implikasi jelas
untuk pesan dan strategi
media.
Media Objectives

Who is the target market?

What is the message?
Where are the priority markets?
When is the best time to advertise?
How many, often, long?
 Media Scheduling

Flat Skip

Pulse Seasonal

Blitz Build-Up

©2005 Pearson Education Canada Inc.

Karakteristik Media

Tiap media memiliki

karakteristik yang berbeda
satu dengan lainnya,
mempunyai kekuatan dan
kelemahannya masing-masing.
Pemilihan Media

Kebutuhan Luas Jangkauan dan

Kecepatan Penetrasi
Apa bila pesan ditujukan pada masyarakat luas, media
seperti radio dan televisi cukup tepat. Karena, selain
kemampuan jangkauan yang luas, kecepatan
penetrasinya tinggi.

Kebutuhan Pemeliharaan
Memori
Apabila pesan ditujukan agar tetap diingat dalam
kurun relatif lama maka media seperti majalah
lebih cocok. Media ini memiliki 'life span' relatif
lebih panjang.
Pemilihan Media
Kebutuhan Jangkauan
Khalayak yang Selektif
Apabila pesan yang disampaikan dimaksudkan
untuk kelompok masyarakat segmen tertentu,
maka majalah khusus mungkin lebih tepat.
Misal, majalah wanita untuk produk-produk
kosmetika; majalah pria untuk motor, dan
sejenisnya.

Kebutuhan Jangkauan
Khalayak Lokal
Apabila khalayak sasaran yang ingin
dijangkau bersifat lokal (misal pada
satu kabupaten atau wilayah
tertentu), maka penggunaan media
seperti stasiun radio lokal atau
bioskop (film) lebih tepat
Media : Surat Kabar
Local market circulation and
readership make newspapers an
attractive medium.

1. Newspapers are ideal for a “key

market” media strategy.
2. Newspapers are attractive to
national advertisers, and national
and local retailers.
3. Newspapers offer
“merchandising” opportunities.
Media : Majalah
Magazines are excellent at targeting
precisely defined audiences.
1. Magazines are a “class”
medium instead of a
“mass”medium.
2. The clustering of ads has a
negative influence on
message impact.
3. Magazines are ideal for
“profile matching” media
strategies.
Media : Televisi
Factors such as the budget
available and market coverage
priorities influence television
decisions. TV is expensive.

• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content
Media : Radio
In radio all decisions are usually
based on demographics.

1. Station format determines

the audience profile.
2. Radio is ideal for reaching
targets defined by age.
3. Radio is an important
medium if a “key market”
strategy is recommended.
Media : Media Luar
Outdoor is a passive medium but the
message is very visible.
1. Outdoor ads reach the same
audience frequently.
2. A wide variety of
alternatives are available.
Outdoor can be virtually
anywhere!
3. An ideal medium for
“shotgun” media strategies
in key markets.
Video : Media Iklan
References
1. Thomson South-Western. 2007. Planning for and Analyzing Advertising
Media

2. Keith J. Tuckwell. 2005. Advertising: Media Planning.

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