Mata kuliah
Tahun
: O0274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
ANDVERTISING & INTEGRATED
MARKETING COMMUNICATIONS
(IMC)
Pertemuan 3 & 4
Senders :
• manufacturers
• wholesalers
• retailers
Product Communications
Price Communications
Place Communications
People Communication
Process Communications
Physical evidence
Promotion Mix
Advertising
Receivers:
INTEGRATED
MARKETING
COMMUNICATIONS
• Clients
• Customers
• Consumers
Public Relations
Sales Promotion
Point of Purchase
Sponsorship
Direct Marketing
Personal Selling
Internet
Other
MARKETING RESEARCH
AND OTHER FEEDBACK
Bina Nusantara University
3
UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS
The Marketing Communications Wheel
12. Word of
mouth
11. Corporate
identity **
1. Advertising
2. Public
relations
10. Personal
Selling
3. Sales
promotions
9. Direct
Marketing *
4. Point of
purchase
8. Internet
7. Sponsorship
5. Packaging
6. Exhibition
Bina Nusantara University
4
ADVERTISING
• Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services by an identified sponsor,
(Kotler,
2004: 494).
• advertising
objective
is
a
specific
communication task to be accomplished
with a specific target audience during a
specific period of time.
Bina Nusantara University
5
MEDIA STRATEGY:
A
media
strategy is the process of
analyzing and choosing media for an
advertising and promotions campaign.
 Once the media strategy is in place, other
aspects of media selection can
proceed. The first step is to prepare a
thorough media planning program
using the general advertising methods
and objectives.
Bina Nusantara University
6
‘How
Powerful Advertising Campaign’
• 7 Vectors of Communications:
Radio
Print
POP=(displays, posters)
Sampling
TV
Bina Nusantara University
CRM
PR
7
Advertising can work in 4 different ways:
 Change behavior
 Educate or remind
 Evoke an emotional response
 Improve brand recognition
Bina Nusantara University
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Communication Channel
Awareness
Media
Quality Ad
1
CONVERSION
Bina Nusantara University
Trial
Dependable
2
3
Brand
Loyalty
RETENTION
9
Essence of Powerful Ad
Strategically appropriate Marketing objective
Linked to achieve Business objectives
Reflective of market dynamics, brand
situation & capabilities
 Legitimate Consumer Insight;

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 A provocative and compelling Campaign idea
Big Idea concept
Memorable Key Copy Words
Big Picture that visually dramatizes the Idea vs
Benefit
 Execution that showcases the Campaign Idea
Cut through the clutter
Engages customers
Strong brand linkage
Bina Nusantara University
11
Advertising Central Theme (1)
Product Benefit
 Feature oriented Ad
 Maximize “Unique Selling Proposition”
 Pioneered by Rosser Reeves – Ted Bates Ad
agency on 1950
 Advantage for new product that has a new
and unique selling benefit
 Example : Close Up and Clear Ads (Indonesia
Ads)
Bina Nusantara University
12
Advertising Central Theme (2)
Brand Image Oriented Ad
Feature brand personality
Maximize long term brand efficacy
Pioneered by David Ogilvy – O&M on 1960
Advantage for high profile brand with parity
functional benefit
Example : Marlboro Ad, GG Ad (Indonesia
Ads)
Bina Nusantara University
13
Advertising Central Theme (3)
Problem/Opportunity Oriented Ad
 Focus on analyzing consumer problems and
providing solutions
 Pioneered by Batten, Barton, Durstine, and Osborn
(BBDO) on 1970
 Based on hypothesis that consumers would not buy
if sales resistance is exist
 Example : Sido Muncul (Indonesia Ads)
Bina Nusantara University
14
Advertising Central Theme (4)
Competitive Positioning Oriented Ad
 Focus on benchmarking with market
leader/competitors
 Pioneered by Al Ries and Jack Trout on 1970
 Based on hypothesis that consumers need to be
convinced on real competitiveness
 Example : Pepsi vs Coke, Fresh Tea vs Tee Botol,
Puspa Sari vs Autan
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15
Advertising Creative Execution
 Spokes Person









Bina Nusantara University
Testimonial
Product Demo
Close Up
Direct Product Comparison
Humor
Slice of Life
Vignettes
Animation
Stop Motion
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Criteria of Compelling Advertising
 Leading in Global:
 S = Simple (single minded)
 M = Memorable (easy to
remember)
 I = Idea (has a ‘big’ idea)
 L = Linkage (with the brand)
 E = Emotive (emotionally touch)
Bina Nusantara University
17
Similarly, different ads have different
marketing objectives:
 Move product fast! (Sell, sell, sell)
 Communicate a benefit or message
 Improve “emotional attachment” to the brand
(long-term brand equity)
 Drive improved brand awareness generally (get
your name “top-of-mind”).
Bina Nusantara University
18
BE A WINNER ALWAYS!!
 THE WINNER NEVER QUITS!
 MTHE QUITTER NEVER WINS!
GOODLUCK!!
Bina Nusantara University
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