PROBLEM WITH GLOBAL ADVERTISING Pertemuan 13 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: PUBLIC REALTIONS ADVERTISNG Tahun : 2010

Bina Nusantara University 3 Learning Objectives At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving and consumers or market targeting. The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation.

Bina Nusantara University 4 PROMOTION AND INTEGRATION TOOLS: Traditionally, promotional activities include advertising, sales promotions, and personal selling activities. The sales promotion are normally includes both sales and trade promotions. Within the context of promotions, some add direct marketing and public relations programs as depicted in figure bellow:

Bina Nusantara University 5 The Marketing Mix and Promotion Mix (The Starting Point) ProductPrice PromotionPlace Advertising Sales Promotion Personal Selling Direct Marketing Public Relations

Bina Nusantara University 6 MARKETING COMMUNICATION MIX /PROMOTION MIX- FIVE MAJOR PROMOTION TOOLS: 1.Advertising is the any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. although advertising is used mostly by business firms, it also is used by a wide range of not-for-profit organizations, professionals, and social agencies that advertise their causes to various target publics.

Bina Nusantara University 7 2. Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service. Its main purpose is to stimulate immediate action. Uses a variety of incentive for consumer and trade-The primary strength of this is that it offers an “extra incentive” for consumer to act. Promotion has the power to influence behavior because it offers the buyer superior value in the short term. ex. a McDonald’s Happy Meal purchase etc.

Bina Nusantara University 8 3. Public Relations is the building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. used to create and maintain goodwill and control a corporate / brand image. the use of information and the communication of that information through a variety of media to influence public opinion. Several strength, wide reach, credibility, flexibility and relatively low costs.

Bina Nusantara University 9 4. Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. 5. Direct marketing is the direct connections with carefully targeted individual consumers to both obtain and immediate response and cultivate lasting customer relationships—the use of telephone, mail, fax, , the Internet, and other tools to communicate directly with specific consumers; (Kotler and Amstrong, 2004: 467).

Bina Nusantara University 10 Direct Marketing Strengths, More targeted than other forms of marketing communication Ability to personalize approach; Results are measurable All elements are testable Flexible. Weaknesses, Ineffective unless used as long term strategy Poorly execute creates distrust and poor image