ADVERTISING & SALES PROMOTIONIntegrated Marketing Communications

Marcomm, Fikom, UMB, 2009Judhie Setiawan

A Good Brand-based Communications Strategy

• Advertising• Public Relations• Event marketing and corporate

sponsorships• Trade and sales promotions• Consumer promotions (point of

purchase, coupons, refunds, contests)

• Direct marketing (catalogues, Internet, mailing, fax, e-mail)

• Internal employee communications

Integrating Marketing Communications to Build Brand Equity

Advertising

Personal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Sales Promotion

Short-term Incentives to Encourage Trial or Purchase.

Public Relations

Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response.

Protect and/or Promote Company’s Image/products.

Personal Presentations.

The Marketing Communications Mix

ADVERTISING

Konsep Periklanan• Suatu proses komunikasi massa yang

melibatkan sponsor tertentu, yakni Pengiklan – yang membayar jasa sebuah media massa atas penyiaran iklannya.

Bentuk Komunikasi - Periklanan• Bentuk Komunikasi Massa• Bentuk Komunikasi

Kelompok• Bukan Bentuk Komunikasi

AntarPersona

Developing Advertising StrategyMenentukan Media Iklan

Step 1. Decide on Reach, Frequency, and Impact

Step 2. Choosing Among Major Media TypesMedia Habits of Target Consumers

Nature of the ProductType of Message

Cost

Step 3. Selecting Specific Media VehiclesSpecific Media Within a Given Type, i.e. TV’s ER.Must Balance Media Cost Against Media Factors:Audience Quality & Attention, Editorial Quality

Step 4. Deciding on Media TimingScheduling of Advertising Over the Course of a Year

Pattern of Ads: Continuity or Pulsing

Reach, Frequency & Impact

• Reach (R) : The number of different persons or households exposed to a particular media schedule at least once during a specified time period.

• Frequency (F) : The number of times within the specified time period that an average person or household is exposed to the message

• Impact (I) : The qualitative value of an exposure through a given medium (thus a food as in Femina would have a higher impact than in the Tempo)

• Total number Exposure (E) : This is the reach times the average Frequency (E = R x F)

Deciding on Media Timing• Buyer turnover : expresses the rate at which new buyers

enter the market; the higher this rate, the more continuous the advertising should be.

• Purchase frequency is the number of times during the period that average buyer buys the product; the higher the purchase frequency, the more continuous the advertising should be.

• The Forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting rate; the more continuous the advertising should be.

STRATEGI KREATIFKreatifitas Visual

Kreatifitas Pesan• Pesan Verbal dan Non-

Verbal• Ad. Likeability (Iklan yang

disukai khalayak)• Humor dalam advertising• Simbolisasi Warna dalam

Komunikasi Visual

Advertising Program Evaluation

Communication Effects

Is the Ad Communicating Well?

Advertising EvaluationSales Effects

Is the Ad Increasing Sales?

EFEK KOMUNIKASIAwareness

Knowledge

Liking

Preference

Conviction

Purchase

Hierarchy-of-effects model

Organizing for Advertising

Sales Departments inSmall Companies

Advertising Agency

Firm that Assists Companiesin Planning, Preparing,

Implementing and Evaluating Their

AdvertisingPrograms.

Advertising Departments in Larger Companies

PROMOSI PENJUALAN

BENTUK KOMUNIKASI – PROMOSI PENJUALAN

• Bukan Bentuk Komunikasi Massa

• Bentuk Komunikasi Kelompok

• Bentuk Komunikasi AntarPersona.

Channels of Sales Promotions

MANUFACTURER

RETAILER

TradePromotions

CONSUMER

ConsumerPromotions

Push

Push PullRetailPromotions

Trade-Promotion Objectives

Trade-Promotion Tools

Specialty Advertising

ItemsContests

Free Goods

Buy-BackGuarantees

Allowances

Price-Offs

Patronage Rewards

Push MoneyDiscounts

Premiums

Displays

Persuade Retailers or Wholesalers to Carry a Brand

Give a Brand Shelf SpacePromote a Brand in

AdvertisingPush a Brand to Consumers

Trade Promotions

Business-Promotion Objectives

Business-Promotion Tools

Generate Business Leads

Stimulate Purchases

Reward Customers

Motivate Salespeople

Conventions

Trade Shows

Sales Contests

Business-to-Business Promotion

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