dasar-dasar periklanan 24 februari 2010 1 a powerpoint presentation by ernst katoppo bagian ke-1

Dasar-dasar Periklanan 24 Februari 2010

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A Powerpoint Presentation by Ernst Katoppo

Bagian ke-1


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Mass Communications is a process in which professional communicators use media

to disseminate messages widely, rapidly, and continuously

to arouse intended meaningsin large and diverse audiences in attempts

to influence them in a variety of ways.


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1. Print (Books, magazines and newspapers)

2. Films (Principally motion pictures)

3. Broadcasting (Radio and television)


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The Basic Communications Model

Fields of experience

Source/ Sender

Channel/

Message

Receiver

Encoding Decoding

Noise

FeedbackResponse


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1. The message is formulated by professional communicators2. The message is sent out in a rapid and continuous way using the media 3. The message reaches large and diverse audiences4. Individual members interpret the message parallel to those

intended by the communicators5. Experiencing these meanings, members are influenced i.e.

the communication achieved some effects among targeted audiences


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The ‘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


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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”


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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)


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The Customer Value Proposition (CVP)

• Offer the right product

• To your targeted customers

• At a price that is acceptable to them

• Based on their perception of the value

• At a cost that allows you to be profitable


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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


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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


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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 wantsAdvertising 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

dasar-dasar periklanan 24 februari 2010 1 a powerpoint presentation by ernst katoppo bagian ke-1

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