2. ANDVERTISING & INTEGRATED MARKETING COMMUNICATIONS (IMC) Pertemuan 3 & 4 Mata kuliah: O0274 - INTEGRATED MARKETING COMMUNICATION Tahun: 2009/2010

3. Bina Nusantara University 3 Product Communications Advertising Price Communications Place Communications People Communication Process Communications Physical evidence Public Relations Sales Promotion Point of Purchase Sponsorship Direct Marketing Personal Selling Internet Other MARKETING RESEARCH AND OTHER FEEDBACK Senders : manufacturers wholesalers retailers Promotion Mix Receivers: Clients Customers Consumers INTEGRATED MARKETING COMMUNICATIONS UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS

4. Bina Nusantara University 4 The Marketing Communications Wheel 12. Word of mouth 1. Advertising 2. Public relations 3. Sales promotions 4. Point of purchase 5. Packaging 7. Sponsorship 8. Internet 9. Direct Marketing * 10. Personal Selling 11. Corporate identity ** 6. Exhibition

5. Bina Nusantara University 5 ADVERTISING Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor, (Kotler, 2004: 494). advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.

6. Bina Nusantara University 6 MEDIA STRATEGY:  A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.  Once the media strategy is in place, other aspects of media selection can proceed. The first step is to prepare a thorough media planning program using the general advertising methods and objectives.

7. Bina Nusantara University 7 ‘ How Powerful Advertising Campaign ’ 7 Vectors of Communications : Print Radio POP=( displays, posters ) Sampling PRCRM TV

8. Bina Nusantara University 8 Advertising can work in 4 different ways:  Change behavior  Educate or remind  Evoke an emotional response  Improve brand recognition

9. Bina Nusantara University 9 Communication Channel CONVERSION RETENTION Media Awareness Quality Ad Trial Dependable Brand Loyalty 123

10. Bina Nusantara University 10 Essence of Powerful Ad  Strategically appropriate Marketing objective Linked to achieve Business objectives Reflective of market dynamics, brand situation & capabilities  Legitimate Consumer Insight;

11. Bina Nusantara University 11  A provocative and compelling Campaign idea Big Idea concept Memorable Key Copy Words Big Picture that visually dramatizes the Idea vs Benefit  Execution that showcases the Campaign Idea Cut through the clutter Engages customers Strong brand linkage

12. Bina Nusantara University 12 Advertising Central Theme (1) Product Benefit  Feature oriented Ad  Maximize “Unique Selling Proposition”  Pioneered by Rosser Reeves – Ted Bates Ad agency on 1950  Advantage for new product that has a new and unique selling benefit  Example : Close Up and Clear Ads (Indonesia Ads)

13. Bina Nusantara University 13 Advertising Central Theme (2) Brand Image Oriented Ad Feature brand personality Maximize long term brand efficacy Pioneered by David Ogilvy – O&M on 1960 Advantage for high profile brand with parity functional benefit Example : Marlboro Ad, GG Ad (Indonesia Ads)

14. Bina Nusantara University 14 Advertising Central Theme (3) Problem/Opportunity Oriented Ad  Focus on analyzing consumer problems and providing solutions  Pioneered by Batten, Barton, Durstine, and Osborn (BBDO) on 1970  Based on hypothesis that consumers would not buy if sales resistance is exist  Example : Sido Muncul (Indonesia Ads)

15. Bina Nusantara University 15 Advertising Central Theme (4) Competitive Positioning Oriented Ad  Focus on benchmarking with market leader/competitors  Pioneered by Al Ries and Jack Trout on 1970  Based on hypothesis that consumers need to be convinced on real competitiveness  Example : Pepsi vs Coke, Fresh Tea vs Tee Botol, Puspa Sari vs Autan

16. Bina Nusantara University 16 Advertising Creative Execution  Spokes Person  Testimonial  Product Demo  Close Up  Direct Product Comparison  Humor  Slice of Life  Vignettes  Animation  Stop Motion

17. Bina Nusantara University 17 Criteria of Compelling Advertising  Leading in Global:  S = Simple (single minded)  M = Memorable (easy to remember)  I = Idea (has a ‘big’ idea)  L = Linkage (with the brand)  E = Emotive (emotionally touch)

18. Bina Nusantara University 18 Similarly, different ads have different marketing objectives:  Move product fast! (Sell, sell, sell)  Communicate a benefit or message  Improve “emotional attachment” to the brand (long-term brand equity)  Drive improved brand awareness generally (get your name “top-of-mind”).

19. Bina Nusantara University 19 BE A WINNER ALWAYS!!  THE WINNER NEVER QUITS!  MTHE QUITTER NEVER WINS! GOODLUCK!!