1. Dasar-Dasar Periklanan
A Powerpoint Presentation by Ernst Katoppo
Bagian ke-4

2. What is advertising? S: 01

4. Advertising Basics
5000 years
3000 BC
1100 AD
1700 AD
Anggur, sampling

5. Advertising Basics

6. Advertising Basics

7. Advertising Basics

8. Advertising Basics

9. Advertising history Indonesia Advertising Basics
One of the pioneers of modern advertising in Indonesia was Muhammad Napis, who, at the age of 27, founded CV Bhinneka Advertising Services in In 1956 he was also the first Inonesian to hold the position of chairman of PBRI (Persatuan Biro Reklame Indonesia - Unison of Indonesian Advertising Bureaus), which he held until 1972, at which time the PBRI was reestablished as PPPI (Persatuan Perusahaan Periklana Indonesia - Association of Indonesian Avertising Agencies).
However, perhaps one of the other pioneers who took advertising to commercial heights, and lend it a more dignified image, is Nuradi, born in Jakarta, on 10 May With his strong background of foreign services, Nuradi had the advantage of strong writing skills. His experience includes English news presenter with Radio Republik Indonesia, interpreter for Bung Karno, Bung Hatta and Ir. H. Juanda, even led the team of interpreters to the Round table Conference in the Hague. After a series of diplomatic mission he resigned from the services and, after a year long training course at SH Benson Ltd, in London, he founded InterVista in 1962 and was among the first to place his commercials through, the government owned, Televisi Republik Indonesia. Among his first advertisements were: Hotel Tjipajung, Masayu heavy equipment, Lambretta scooter, Indomilk Sedaaap, Anker Bir, Mascot cigarettes and Vespa scooter with the highly memorable slogan: Lebih baik naik Vespa.

10. Advertising Basics Advertising Paid, non-personal communication
on behalf of a sponsor
to promote goods, services or ideas.
Mass communications
an advertiser pays for in order
to convince a certain segment of the public
to adopt ideas or take actions
of benefit to the advertiser.
ad vertere …
to turn the mind toward

11. Periklanan/Reklame Promosi Sales Promotion Personal Selling
Advertising Basics
Periklanan/Reklame
Promosi
Sales Promotion
Personal Selling
Public Relations

12. Advertising Basics Advertising Consumer Personal Selling Product
Sales Promotion
Public
Relations

13. Why Advertise? Advertising Basics Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
……..

14. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

15. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

16. Advertising Basics

17. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

18. Advertising Basics

19. Advertising Basics

20. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

21. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

22. Rinso Promo? Pepsodent Promo? Advertising Basics Why Advertise?
Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

23. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

24. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
….....

25. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
……..

26. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
……..

27. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
……..

28. Advertising Basics Why Advertise? Introduce, create awareness
Support sales and/or activities
Convey an image, /improve, /correct
Demonstrate product uses
Increase frequency of use
Expand product applications/uses
Counter competitive moves
Maintain/strengthen loyalty
……..

30. Oops, you can't read this? No problem, we'll fix that...
It is the experience of advertisers that to secure a handsome and effective display of any advertisement, which is to appear in a large number of newspapers, care must be taken to furnish each with copy which, if followed, will produce the desired effect.
An ordinary compositor has not the necessary skill to make an effective card from manuscript, but even a boy will do very well when he has before him a printed slip showing which words should be displayed and what sort of type may be advantageously used.
Some newspapers obtain good reputation for the good taste displayed in the setting up of their advertisements, and their customers frequently show their appreciation thereof by ordering their cards into that newspaper first, and authorizing others to copy from it.
To be able to properly display an advertisement requires much skill, but to make the same more attractive, and at the same time occupy less space, is a work requiring genius. When advertising space costs dollars for every line, it pays to employ the best talent to be obtained.
Recognizing the importance of this matter, we fitted up an office with special reference to enabling our compositors to make the most attractive display possible, in the designated space, with every advertisement instructed to their care.
At the same time, our selection of types are confined mainly to those styles that are standard and likely to be found in every well ordered newspaper office. It would be idle to attempt a display which other printers would not possess the material necessary to enable them to follow copy.
Employing men of known skill and experience, we give them the additional benefit of constant practice, and believe that we are thus enabled to secure advantages of no small importance to our customers.
Ours is the only establishment in the country which has devoted any special pains or study in this matter, and is the only Advertising Agency which has thought it worth while to have a printing office of its own.
Our printing department has now been in operation nearly five years, and our men has thus had time to perfect themselves in the art of writing up advertisements. We refer to our many patrons for further information concerning the value of our facilities.
Address orders to:
Oops, you can't
read this?
No problem,
we'll fix that...

31. Advertising basics
It is the experience of advertisers that to secure a handsome and effective display of any advertisement, which is to appear in a large number of newspapers, care must be taken to furnish each with copy which, if followed, will produce the desired effect.

32. An ordinary compositor has not the necessary skill
Advertising basics
An ordinary compositor has not the necessary skill
to make an effective card from manuscript,
but even a boy will do very well when he has before him
a printed slip showing which words should be displayed
and what sort of type may be advantageously used

33. Advertising basics
Some newspapers obtain good reputation for the good taste displayed in the setting up of their advertisements, and their customers frequently show their appreciation thereof by ordering their cards into that newspaper first, and authorizing others to copy from it.

34. Advertising basics
To be able to properly display an advertisement requires much skill, but to make the same more attractive, and at the same time occupy less space, is a work requiring genius. When advertising space costs dollars for every line, it pays to employ the best talent to be obtained.

35. Recognizing the importance of this matter, we fitted up an office with special reference to enabling our compositors to make the most attractive display possible, in the designated space, with every advertisement instructed to their care.

36. At the same time, our selection of types are confined mainly to those styles that are standard and likely to be found in every well ordered newspaper office. It would be idle to attempt a display which other printers would not possess the material necessary to enable them to follow copy.

37. Employing men of known skill and experience, we give them the additional benefit of constant practice, and believe that we are thus enabled to secure advantages of no small importance to our customers.

38. Ours is the only establishment in the country which has devoted any special pains or study in this matter, and is the only Advertising Agency which has thought it worth while to have a printing office of its own.

39. Our printing department has now been in operation nearly five years, and our men has thus had time to perfect themselves in the art of writing up advertisements. We refer to our many patrons for further information concerning the value of our facilities.
Address orders to:

41. Solution to fuel price hikes?
Thank you
Solution to fuel price hikes?
Slides content and design – Courtesy of Ishak Susanto (adapted by Ernst Katoppo)

42. Ishak Susanto 1973-77 Matari, Account Director
InterDelta/Kodak, Sales Mgr Cons Prods
AdForce, General Manager
McCann Erickson, Account Director
Media Master, Managing Director
Publishing, Hero, BCA Card …
Dentsu, Director Marketing Services
Binamark, Director of Operations
1997-current Marketing Communications Consultant
VP Marketing PT Epsylon Citra Informatika
2002-current Lecturer LSPR, ITKP
Editor Travel Magazine, Jamsostek

43. Tugas kelompok berikutnya...

44. Buatlah Folder koleksi iklan-iklan yg menurut penilaian kalian menarik
Buatlah Folder koleksi iklan-iklan yg menurut penilaian kalian menarik. Nanti akan kita pilih u/ membahas beberapa diantaranya dalam kelas.
Iklan cetak bisa di-scan dan disimpan dalam format Pps (2003) atau Words. Iklan cetak selain iklan di suratkabar/majalah, juga termasuk selebaran, poster.
Sedangkan TVC disimpan dalam format yang dapat ditayangkan melalui Windows Media Player.
Iklan Radio juga harus dapat diperdengarkan
sesuai program yang ada pada komputer ini.
5. Iklan lain termasuk Luar Ruang, POS, dan melalui InterNet prinsipnya sama dengan no.4.

45. Tugas perorangan berikutnya...

46. Buatlah iklan yang mempromosikan produk yang Anda paling kenal, dan Andalah ternyata pakar satu-satunya serta narasumber utama.
Produk apakah itu?
Yaitu iklan tentang diri Anda.
Format,gaya dan santun dsb.nya tergantung pada kreatifitas Anda. Artinya pembatasan satu-satunya adalah keterbatasan kreatfitas Anda sendiri.

47. (Kelompok/Perorangan)
Tugas-tugas tersebut
(Kelompok/Perorangan)
adalah proyek
yang berjalan
sampai akhir semester.

48. Proyek lain:
Kelompok (Agency)
Anda mulai sekarang
lakukan survai
disekitar lingkungan
kampus

49. Tugas akhir
berupa perencanaan
Promosi/iklan

50. adalah salah satu bisnis yang berada di sekitar kompleks ini.
Yang menjadi
Klien Anda
adalah salah satu bisnis
yang berada di sekitar kompleks ini.

51. Anda pilih sesuai dengan
survai yang telah
Anda lakukan.

52. Pertimbangan pemilihan Anda berdasarkan pemantauan Anda
bahwa bisnis yang Anda pilih:

53. Selama ini kurang berpromosi/beriklan

54. Anggaran untuk
berpromosi
terbatas

55. Potensi bisnis
dapat ditingkatkan
secara signifikan
dengan kegiatan
promosi/iklan

56. keuntungan yang diperoleh...
Tugas Pokok Anda
dapat meyakinkan
Klien Anda akan
keuntungan yang diperoleh...

57. Kegiatan Promosi/Iklan
...dengan melaksanakan
Program/Rencana
Kegiatan Promosi/Iklan
sesuai usulan Anda.

58. Masalah Komunikasi Pemasaran SWOT Strategi Promosi/Iklan Big Idea
Usulan Anda mencakup
Tinjauan Pasar
Masalah Komunikasi Pemasaran
SWOT
Strategi Promosi/Iklan
Big Idea
Pelaksanaan Program
Pemantauan, Evaluasi dan Tindak-Lanjut.

59. Jangan Lupa
menyertakan
Rencana Anggaran
Program

60. Termasuk
berapa Fee
Agency
Anda
Untuk
Konsep dan Desain
serta
supervisi
Program

61. Any Questions?

62. See you
on the 24th!