perencanaan media...
TRANSCRIPT
PerencanaanMedia
Periklanan
Heri Akhmadi, S.P., M.A.
Desain Pesan dan PeriklananAgribisnis UMY 2016
Selamat Buat TIMNAS –> FINAL AFF 2016
Today’s Lecture• Perencanaan Media
• Memahami perbedaan dariberbagai macam media periklanan
• Menentukan media iklanyang tepat
Apa tanda datangnya bulan Ramadhan?
Video: Iklan Sirup Marjan
Musim masuksekolah
World Cup Football
Media Planning
Media Planning
“A plan of action to communicate a message to a target market a the right time, and right frequency.”
The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost.
Media vs Vehicles
Media are the general communication methods that carry advertising messages—television, magazines, newspapers, and so on.
Media Vehicles
Vehicles are the specific broadcast programs or print choices in which advertisements are placed.
Advertising Strategy
Advertising
Objectives
Advertising
Budget
Message
StrategyMedia
Strategy
Media Strategy
• Target Audience
Selection
• Objective Specification
• Media and Vehicle
• Media Buying
Marketing
Strategy
Media Planning Process
Media Strategy - Audience
• Faktor utama dalammensegmentasi audienssasaran:
1) Geografis
2) Demografis
3) Pemakaian produk
4) Gaya hidup/psikografis
• Audiens sasaran didefinisikandalam batas spesifik yang mempunyai implikasi jelasuntuk pesan dan strategimedia.
Media Objectives
Who is the target market?
What is the message?
Where are the priority markets?
When is the best time to advertise?
How many, often, long?
Media Scheduling
Flat Skip
Pulse Seasonal
Blitz Build-Up
©2005 Pearson Education Canada Inc.
Karakteristik Media
Tiap media memilikikarakteristik yang berbeda
satu dengan lainnya, mempunyai kekuatan dan
kelemahannya masing-masing.
Pemilihan Media
Kebutuhan Luas Jangkauan dan Kecepatan Penetrasi
Apa bila pesan ditujukan pada masyarakat luas, media seperti radio dan televisi cukup tepat. Karena, selain kemampuan jangkauan yang luas, kecepatan penetrasinya tinggi.
Kebutuhan Pemeliharaan Memori
Apabila pesan ditujukan agar tetap diingat dalam kurun relatif lama maka media seperti majalahlebih cocok. Media ini memiliki 'life span' relatif lebih panjang.
Pemilihan Media
Kebutuhan Jangkauan Khalayak yang Selektif
Apabila pesan yang disampaikan dimaksudkan untuk kelompok masyarakat segmen tertentu, maka majalah khusus mungkin lebih tepat. Misal, majalah wanita untuk produk-produk kosmetika; majalah pria untuk motor, dan sejenisnya.
Kebutuhan Jangkauan Khalayak Lokal
Apabila khalayak sasaran yang ingin dijangkau bersifat lokal (misal pada satu kabupaten atau wilayah tertentu), maka penggunaan media seperti stasiun radio lokal atau bioskop (film) lebih tepat
Media : Surat Kabar
Local market circulation and readership make newspapers an attractive medium.
1. Newspapers are ideal for a “key
market” media strategy.
2. Newspapers are attractive to
national advertisers, and national
and local retailers.
3. Newspapers offer
“merchandising” opportunities.
Media : Majalah
Magazines are excellent at targeting precisely defined audiences.
1. Magazines are a “class”
medium instead of a
“mass”medium.
2. The clustering of ads has a
negative influence on
message impact.
3. Magazines are ideal for
“profile matching” media
strategies.
Media : Televisi
Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content
Media : Radio
In radio all decisions are usually based on demographics.
1. Station format determines
the audience profile.
2. Radio is ideal for reaching
targets defined by age.
3. Radio is an important
medium if a “key market”
strategy is recommended.
Media : Media Luar
Outdoor is a passive medium but the message is very visible.
1. Outdoor ads reach the same
audience frequently.
2. A wide variety of
alternatives are available.
Outdoor can be virtually
anywhere!
3. An ideal medium for
“shotgun” media strategies
in key markets.
Video : Media Iklan
References
1. Thomson South-Western. 2007. Planning for and Analyzing Advertising Media
2. Keith J. Tuckwell. 2005. Advertising: Media Planning.
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