1. Dasar-dasar Periklanan 24 Februari 2010 1 A Powerpoint Presentation by Ernst Katoppo Bagian ke-1

2. Dasar-dasar Periklanan 24 Februari 2010 2 Mass Communications is a process in which professional communicators use media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways.

3. Dasar-dasar Periklanan 24 Februari 2010 3 1.Print (Books, magazines and newspapers) 2.Films (Principally motion pictures) 3.Broadcasting (Radio and television)

4. Dasar-dasar Periklanan 24 Februari 2010 4 The Basic Communications Model Fields of experience Source/ Sender Channel/ Message Receiver EncodingDecoding Noise Feedback Response

5. Dasar-dasar Periklanan 24 Februari 2010 5 1.The message is formulated by professional communicators 2.The message is sent out in a rapid and continuous way using the media 3. The message reaches large and diverse audiences 4. Individual members interpret the message parallel to those intended by the communicators 5. Experiencing these meanings, members are influenced i.e. the communication achieved some effects among targeted audiences

6. Dasar-dasar Periklanan 24 Februari 2010 6 T he ‘mass audience’ Many receivers, Each decoding, Interpreting, Each connected with a group. Where message is re-interpreted and often acted upon Many identical messages Organizational Input from news sources, art sources, etc Showing production and reception of mass communications as well as inferential feedback to the medium (after Schramm 1954) SCHRAMM’S MASS COMUNICATIONS MODEL Encoder Decoder Interpreter

7. Dasar-dasar Periklanan 24 Februari 2010 7 Marketing Definitions “The aim of marketing is to make selling superfluous” – Peter Drucker “The performance of business activities that direct the flow of goods and services from producer to consumer or user” – American Marketing Association “A combination of selling, advertising and PR”

8. Dasar-dasar Periklanan 24 Februari 2010 8 Marketing Definitions Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitably – Chartered Institute of Marketing (UK) Consumption is the sole end and purpose of all production – Adam Smith ( Wealth of Nations)

9. Dasar-dasar Periklanan 24 Februari 2010 9 The Customer Value Proposition (CVP) O ffer the right product T o your targeted customers A t a price that is acceptable to them B ased on their perception of the value A t a cost that allows you to be profitable

10. Dasar-dasar Periklanan 24 Februari 2010 10 CVP Defined Define customer needs that the company is trying to meet Identify at whom it is targeting its activities State the product’s difference from the competitor Explain the benefit of this difference to customers Indicate how the company will provide its offerings

11. Dasar-dasar Periklanan 24 Februari 2010 11 Selling vs Marketing Selling ‘Introverted’ Inward looking Starts with the product Shorter time horizon Is about revenue this week Focused on one aspect of your service Marketing ‘Extroverted’ Outward looking Starts with the customer Longer time horizon About profit this year The ethos of the organization/company

12. Dasar-dasar Periklanan 24 Februari 2010 12 Needs and wants Needs are real Wants are aspirational ‘ Needs’ and “wants” are very different. It is critical to understand the difference: “Research must find out needs not wants Advertising however can often appeal to wants” 4. Planning 3.b. Formulate strategy Steps to setting up - Route Map Developing a Marketing Strategy 2. Gap analysis 1.b. Market Analysis 3.a. Developing new products & services 1.a. SWOTAnalysis 1.c. Set marketing policy 5. Implementation