Managing Mass Communications

Mohamad Hadi Prasetyo, SE., MM

TEORI YANG AKAN DIBAHAS
01 Advertising
jasa pembuatan konsep, design percetakan
serta penempatan iklan

02 Sales Promotion
kegiatan penawaran yang dirancang untuk
menumbuhkan ketertarikan konsumen terhadap
produk

03 Event and Experience

kegiatan dan program Perusahaan yang
disponsori dirancang untuk menciptakan yang
berhubungan dengan interaksi merek secara
harian atau khusus

04 Public Relations
Berbagai program yang dirancang untuk
mempromosikan atau melindungi citra
perusahaan
The Five Ms of Advertising

Message
Message generation
Message evaluation
and selection
Money/Value Message executive
Faktor yang Social-responsibility
dipertimbangkan: review
Stage pada PLC
Mission Measurement
Market share dan
Sales goals Dampak Komunikasi
Consumer base
Advertising objects Dampak Penjualan
Persaingan dan
clutter advertising Media
yang dapat Jangkauan,
disubstitusikan frekuensi, dampak
Jenis media utama
Jenis media tertentu
Media timing
Alokasi media
geografis
SETTING THE ADVERTISING OBJECTIVES

Informative Advertising
biasanya dilakukan besar-besaran pada
tahap awal peluncuran suatu jenis produk

Persuasuve Advertising
Merupakan iklan untuk mempengaruhi
atau membujuk konsumen

Reminder Advertising
Iklan yang ditujukan kepada pembeli
atau calon pembeli supaya tidak
melupakan produk

Reinforcement Advertising
Mengikatkan pembeli bahwa produk akan
diperlukan di masa mendatang
 Profiles of Major Media Types
Medium Advantages Limitations

Flexibility, timeliness, good local market coverage, board, Short life, poor reproduction quality,
Newspapers acceptance, high believability small “pass-alony” audience

Combines sight, sound, and motion, appealing to the High absolute, high clutter, fleeting
Television senses, high attention, high reach exposure, less audience selevtivity

Audience selectivity, flexibility, no ad competition within Relativity high cost “junk mail” image
Direct Mail the same medium, personalization

Mass use, high geographic and demographic selectivity, Audio presentation only, lower attention
low cost than television, nonstandardized rate
Radio structures, fleeting exposure

High geographic and demographic selectivity, credibility Long ad purchase lead time, some
Magazines and prestige, high-quality reproduction, long life, good waste in circulation
pass-along readership
Flexibility, high repeat exposure, low cost, low competition Limited audience selectivity, creative
Outdoor limitation

Excellent local coverage, high believability, wide reach, High competition, long ad purchase lead
Yellow Pages low cost time, creative limitation

Very high selectively, full control, interactive opportunities, Costs could run way
Newletters relative low costs

Flexibility, full control, can dramatize messages Overproduction could lead to runaway
Brochures costs

Many users, opportunity to give a personal touch Relative high cost, increasing consumer
Telephone
resistance
SELECTING MEDIA TIMING AND ALLOCATION

CONTINUITY
1

CONCENTRATION
2

FLIGHTING
3
 Classifications of Advertising Timing Patterns

Level Rising Failing Alternating

(1) (2) (3) (4)

Concentrated

(5) (6) (7) (8)

Continuos

(9) (10) (11) (12)

Number of
Intermittent Messages
per Month

Month
 SALES-EFFECT RESEARCH
Formula for measuring different stages
in sales impact of advertising

Share of
expenditures

Share of
voice

Share of
mind and
heart

Share of
market
 SALES
PROMOTION

MAJOR DECISION

Establishing Objectives:
For consumers
For retailers
For sales force
 Major Consumer Promotion Tools

Cash Refund Premium

Samples Coupon Price Packs
Offers (rebates) (gifts)

Frequency Patronage Product

Prizes Free Trials
Programs Awards Warranties

Tie-in Cross
Promotions Point-of-
Promotions
Purchase
 Major Trade Promotion Tools

1. Price-off
2. Allowance
3. Free Goods
Major Business and Sales Force Promotion Tools

SPECIALTY
TRADE SHOWS AND SALES CONTEST
ADVERTISING
CONVENTIONS
 Your Picture Here And Send To Back

EVENT AND EXPERIENCES SOCIAL MEDIA

Events Objectives:
1. Mengidentifikasi target pasar dan lifestyle nya
2. Meningkatkan perusahaan dan produk
3. Mambengun dan memperkuat brand image
4. Menjunjung tinggi image perusahaan
5. Membangun pengalaman dan membangkitkan
perusahaan
6. Berkomitmen kepada perusahaan
7. Membuat klien senang dan memberikan reward kepada
karyawan
8. Mempromosikan (launching) suatu produk
MAJOR SPONSORSHIP
PROGRAM

1 CHOOSING EVENT

2
DESIGNING SPONSORSHIP
PROGRAM

3
MEASURING SPONSORSHIP
ACTIVITIES
Measuring high-performance
Sponsorship Programs
1. Mengukur pendapatan
2. Menetapkan dan melakukan benchmark
3. Mengukur return
4. Mengukur tindakan
5. Menerapkan asumsi dan perbandingan
6. Memperhatikan para consumer
7. Mengidentifikasi norma yang dimiliki oleh
komunitas yang bersangkutan
8. Melakukan penyimpanan cost pada kalkulasi ROI
9. Memilih komunitas yang pantas diberikan
sponsor
10. Mengevaluasi komunitas yang sudah diberikan
sponsor
 Public Relations
Corporate
Communications

Product Publicity Lobbying

Press Relations Conseling

 Marketing Public Relations
Melakukan
repositioning Mmepertahan
saat produk kan produk
pada tahap
mature

1 3 5

2 4

Melakukan Membangun Membangun

launching ketertarikan image
produk pada produk perusahaan
 Major Tools in Marketing PR

1. Publications
2. Events
3. Sponsorship
4. News
5. Speeches
6. Public Service Activities
7. Identity Media
Thank You