Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISNG
Tahun : 2010
Pertemuan 12
By: Dr. Drs. Dominikus Tulasi, MM.

Learning Objectives
• At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving and consumers or market targeting.
• The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation.
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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 .
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‘ How Powerful Advertising Campaign ’
7 Vectors of Communications :
Radio
POP= ( displays, posters )
Print
Sampling
TV
CRM PR
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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
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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)
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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)
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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)
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Criteria of Compelling Advertising
 Leading Global FMCG:
 S = Simple (single minded)
 M = Memorable (easy to remember)
 I = Idea (has a ‘big’ idea)
 L = Linkage (with the brand)
 E = Emotive (emotionally touch)
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