Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Promotion
Pertemuan 22
Learning Outcome
•Mahasiswa dapat memperbandingkan strategi
dan alat promosi yang tepat
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Outline Materi:
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How advertising works
Media planning and buying
Direct response marketing
Public relations
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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.
• Does the ad deliver the desired results? If not, it has failed.
– Source credibility:
• Oral B using dental to advertise its toothpaste and toothbrush.
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How Advertising Works
• Noise: External and internal:
– External:
• External events
• Competitor’s offering or advertisement
• Consumer trends
– Internal:
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Perceived needs
Consumer’s past experience and attitudes
Information processing
Avoidance
– Message and Media :
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Message reception and responses
Learning
Persuasion
Action: Motivating behavior
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
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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.
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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, talkshow 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.
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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.
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Public Relations
• Typical public relations objectives:
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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)
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
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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.
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