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100310 1 A Powerpoint Presentation by Ernst Katoppo Bagian ke-4.

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Presentation on theme: "100310 1 A Powerpoint Presentation by Ernst Katoppo Bagian ke-4."— Presentation transcript:

1 100310 1 A Powerpoint Presentation by Ernst Katoppo Bagian ke-4

2 100310 2 What is advertising? S: 01

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

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9 100310 9 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 1952. 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 1926. 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. Advertising history Indonesia

10 100310 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 100310 11 Advertising Basics Periklanan/Reklame Promosi Sales Promotion Personal Selling Public Relations

12 100310 12 Advertising Basics Consumer Product Personal Selling Sales Promotion Advertising Public Relations

13 100310 13 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 …….. Advertising Basics

14 100310 14 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 …..... Advertising Basics

15 100310 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 100310 16 Advertising Basics

17 100310 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 100310 18 Advertising Basics

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20 100310 20 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 …..... Advertising Basics

21 100310 21 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 …..... Advertising Basics

22 100310 22 Advertising Basics Rinso Promo? 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 …..... Pepsodent Promo?

23 100310 23 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 …..... Advertising Basics

24 100310 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 100310 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 100310 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 100310 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 100310 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 ……..

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30 100310 30 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:

31 100310 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 100310 32 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 Advertising basics

33 100310 33 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. Advertising basics

34 100310 34 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. Advertising basics

35 100310 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 100310 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 100310 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 100310 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 100310 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:

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41 100310 41 Slides content and design – Courtesy of Ishak Susanto (adapted by Ernst Katoppo) Thank you

42 100310 42 Ishak Susanto 1973-77Matari, Account Director 1977-79InterDelta/Kodak, Sales Mgr Cons Prods 1980-81AdForce, General Manager 1981-83McCann Erickson, Account Director 1984-88Media Master, Managing Director 1988-89Publishing, Hero, BCA Card … 1989-92Dentsu, Director Marketing Services 1993-96Binamark, Director of Operations 1997- current Marketing Communications Consultant 1999-2003VP Marketing PT Epsylon Citra Informatika 2002- current Lecturer LSPR, ITKP 2003-2004Editor Travel Magazine, Jamsostek

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44 100310 44 1.Buatlah Folder koleksi iklan-iklan yg menurut penilaian kalian menarik. Nanti akan kita pilih u/ membahas beberapa diantaranya dalam kelas. 2.Iklan cetak bisa di-scan dan disimpan dalam format Pps (2003) atau Words. Iklan cetak selain iklan di suratkabar/majalah, juga termasuk selebaran, poster. 3.Sedangkan TVC disimpan dalam format yang dapat ditayangkan melalui Windows Media Player. 4.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.

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46 100310 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.

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