Perencanaan Media Periklanan

Transkripsi

1 Desain Pesan dan Periklanan Agribisnis UMY 2016 Perencanaan Media Periklanan Heri Akhmadi, S.P., M.A.

2 Selamat Buat TIMNAS > FINAL AFF 2016

3 Today s Lecture Perencanaan Media Memahami perbedaan dari berbagai macam media periklanan Menentukan media iklan yang tepat

4 Apa tanda datangnya bulan Ramadhan?

5 Video: Iklan Sirup Marjan

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7 Musim masuk sekolah World Cup Football

8 Media Planning

9 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.

10 Media vs Vehicles Media are the general communication methods that carry advertising messages television, magazines, newspapers, and so on. Vehicles are the specific broadcast programs or print choices in which advertisements are placed. Media Vehicles

11 Media Planning Process Advertising Strategy Marketing Strategy Advertising Objectives Advertising Budget Message Strategy Media Strategy Media Strategy Target Audience Selection Objective Specification Media and Vehicle Media Buying

12 Media Strategy - Audience Faktor utama dalam mensegmentasi audiens sasaran: 1) Geografis 2) Demografis 3) Pemakaian produk 4) Gaya hidup/psikografis Audiens sasaran didefinisikan dalam batas spesifik yang mempunyai implikasi jelas untuk pesan dan strategi media.

13 Media Objectives Who What Where When How is the target market? is the message? are the priority markets? is the best time to advertise? many, often, long?

14 Media Scheduling Flat Skip Pulse Seasonal Blitz Build-Up 2005 Pearson Education Canada Inc.

15 Karakteristik Media Tiap media memiliki karakteristik yang berbeda satu dengan lainnya, mempunyai kekuatan dan kelemahannya masing-masing.

16 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 majalah lebih cocok. Media ini memiliki 'life span' relatif lebih panjang.

17 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

18 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.

19 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.

20 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

21 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.

22 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.

23 Video : Media Iklan

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25 References 1. Thomson South-Western Planning for and Analyzing Advertising Media 2. Keith J. Tuckwell Advertising: Media Planning. heri.staff.umy.ac.id 25