2. Promotion Pertemuan 22 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

3. Bina Nusantara Learning Outcome Mahasiswa dapat memperbandingkan strategi dan alat promosi yang tepat

4. Bina Nusantara Outline Materi: How advertising works Media planning and buying Direct response marketing Public relations

5. Bina Nusantara How Advertising Works Source: The advertiser –Experiential marketing: customer-focused marketing –Objectives: It does not matter how creative the ad is; It is not how beautiful it looks or how funny, it is simply results. failed.Does the ad deliver the desired results? If not, it has failed. –Source credibility: Oral B using dental to advertise its toothpaste and toothbrush.

6. Bina Nusantara How Advertising Works Noise: External and internal: –External: External events Competitor’s offering or advertisement Consumer trends –Internal: Perceived needs Consumer’s past experience and attitudes Information processing Avoidance –Message and Media : Message reception and responses Learning Persuasion Action: Motivating behavior

7. Bina Nusantara Media Planning and Buying Media buying functions: –Providing information to media planners, e.g. a magazine buyer’s source reveals that the new editor of a publication is going to change the editorial focus. –Selecting media vehicles, one part of buying is choosing the best media vehicles to fit the target audience’s aperture. The media planner lays out the direction. –Negotiating media prices, securing the lowest possible price for placements. Time and space charges make up the largest portion of the advertising budget –Monitoring vehicle performance –Post campaign analysis –Billing and payment

8. Bina Nusantara Direct Response Marketing Seeks to achieve an action-oriented objective such as an inquiry, a visit to a showroom, an answer to a questionnaire, or the purchase of a product as a result of the advertising message and without the intervention of a sales representative. Advertising in newspapers and magazines can carry a coupon, an order form, an address, or a toll-free telephone number. Direct response marketing can also use television and radio. Television is a good medium for direct response marketers who are advertising a broadly targeted product and who have the budget to afford the increasing costs of television advertising.

9. Bina Nusantara Public Relations Public relations helps an organization and its publics adapt mutually to each other. Public relations is focused on all the relationships that an organization has with its various publics. Public relations people seek to persuade media gatekeepers to carry stories about their company. Gatekeepers include writers, producers, editors, talk- show coordinators and newscasters. Successful public relations efforts bring a credibility not usually associated with advertising. Experts believe that consumers tend to trust the media more than they do advertisers.

10. Bina Nusantara Public Relations The word relations in public relations refers to relationships with various stakeholders. –Media relations: focuses on developing media contacts- knowing who in the media might be interested in the organization’s story –Employee relations: communicates information to employees. This function may be the responsibility of human resources –Financial relations: includes all the communication efforts aimed at the financial community such as press releases sent to business publications, meetings with investors and analysts, and the annual report –Corporate relations: focuses on an organizations’image and reputation. The goal is to persuade the public to view the company in a positive light.

11. Bina Nusantara Public Relations Typical public relations objectives: –Creating a corporate brand –Shaping or redefining a corporate reputation –Positioning or repositioning a company or brand –Moving brands to a new market or a global market –Launching a new product or brand –Disseminating news about a brand, company or organizations –Providing product or brand information –Creating high levels of customer satisfaction –Creating excitement in the marketplace –Creating buzz (word of mouth)

12. Bina Nusantara Pubic Relations Development research: –Research is used by an organization to determine if the organization is spending its money wisely on the public relations efforts. Public relations tools: –House ads, a company may prepare an ad for use in its own publication. –Publications, pamphlets, booklets, annual reports, books, bulletins, newsletters, enclosures. –Speaker, photos and films –Displays, exhibits, events and tours. E.g. a model of a new condominium complex, complete with a literature rack that has brochures about the development. –News releases –Press conference

13. Bina Nusantara Conclusions Advertising works as a marketer sends a message, he chooses media and message delivery systems. An audience accepts his message, decodes it and gives an interpretation over the message Noise occurs during message delivery. It can come from distraction of other competitor’s advertisements or any related things that distract audience attention on advertisement. Public relations helps an organization and its publics adapt mutually to each other. Public relations is focused on all the relationships that an organization has with its various publics.