Media - Universitas Mercu Buana

Mata Kuliah
- Media Planning & Buying
Modul ke:
Perkembangan Iklan dan Perencanaan Media
Iklan
Fakultas
FIKOM
Program Studi
Marketing
Communication
and Advertising
www.mercubuana.ac.id
Ardhariksa Z, M.Med.Kom
Pengertian Media
• segala sarana komunikasi yang dipakai untuk
mengantarkan dan menyebar luaskan pesan –
pesan iklan
Jenis media dalam bentuk fisik
• media cetak: media statis
dan mengutamakan pesanpesan visual yang dihasilkan
dari proses percetakan;
bahan
baku
dasarnya
maupun
sarana
penyampaian
pesannya
menggunakan kertas).
contoh : surat kabar,
majalah, tabloid, brosur,
pamflet, poster
Jenis media dalam bentuk fisik cont...
• media elektronik: media yang proses
bekerjanya berdasar pada prinsip elektronik
dan eletromagnetis contoh televisi, radio,
internet.
• Diantara dikotomi media tersebut ada satu
media yang tidak termasuk dalam kategori
keduanya yaitu media luar ruang (papan
iklan atau billboard)
Media Planning & Media Buying
Media ditinjau dari sudut pandang proses
kegiatan periklanan:
• media planning : proses menentukan
bagaimana menggunakan waktu dan ruang
untuk meraih tujuan pemasaran.
• media buying: aktivitas dalam memilih
institusi media, memonitoring dan
mengevaluasi hasil dari kegiatan media
planner.
Media Planning
Implementasinya memilih media yang tepat
untuk digunakan dalam penyampaian pesanpesan iklan produk tertentu.
Media Buying
Merupakan aktivitas dalam memilih institusi media,
memonitoring dan mengevaluasi hasil dari kegiatan media
planner.
Fungsi yang dijalankan adalah :
1. Penyediaan informasi bagi media planner
misalnya rating acara atau positioning suatu media,
2. Negosiasi harga pembelian dan penyewaan waktu dan ruang
pada suatu media,
3. Memonitor pelaksanaan kegiatan iklan seperti menghitung
jumlah target audience yang tereksposure atau memonitor
jadwal pelaksanaan iklan.
4. Mengevaluasi akumulasi efetivitas kegiatan periklanan
melalui media tertentu
Perencanaan Media
• Perencanaan media merupakan proses
penyusunan rencana penjadwalan yang
menunjukkan bagaimana waktu dan ruang
periklanan akan mencapai tujuan pemasaran.
• Perencanaan media harus dikooordinasikan
dengan strategi pemasaran dan aspek-aspek
lain dari strategi periklanan.
Perencanaan Media
Perencanaan Media
• Strategi pemasaran:
o Identifikasi pasar sasaran
o Seleksi bauran pemasaran
Æ memberi tekanan dan arah pilihan pemasangan iklan
serta strategi media.
• Strategi periklanan
Æ lebih luas dari keseluruhan strategi pemasaran.
• Strategi media
Æ dikembangkan dari strategi periklanan yang lebih
umum.
Strategi Media
• Terdapat empat kegiatan strategi media:
1.
2.
3.
4.
Memilih audiens sasaran.
Menspesifikasi tujuan media.
Memilih kategori media dan sarana.
Membeli media.
Media Objectives,
Strategies and Planning
Major Factors in Creating and Building a Media Plan
Media Questions
Two basic processes:
1. Planning media strategy, including the
specific types of consumers/audiences the
messages will be directed to.
2. Selecting and Buying media vehicles.
Media planning is both an art and a science.
An essential part of the advertising business.
Media Questions
•
•
•
•
•
•
Where should we advertise?
Which media vehicles?
When during the year?
Should we concentrate our advertising?
How often should it run?
What opportunities are there to integrate our
media planning with other Promotion or
Communication tools?
Media Questions
• Planners direct the messages to the right people at
the right time in the right environments.
• TV: Networks, syndication, local, cable, satellite.
• National, Regional and Local issues
• Non traditional: In flights, parking meters, blimps,
shopping carts, milk cartons, litter cans, taxis,
sponsorships.
Media Objectives, Strategies and Planning
•
•
•
•
•
•
Increasing media choices and options
Audience fragmentation
Costs and rate hikes
Multimedia, and interactive
Diverse audiences
And more
Commonly Available Media Vehicles 1966 vs. 2015
•
•
•
•
•
•
•
•
•
•
Broadcast TV
Cable TV (Limited)
Movies/Cinema Adv.
AM/FM radio
Reel to Reel tape
Telephone
Postal Mail
Newspapers
Magazines (9K)
Books
•
•
•
•
•
•
•
•
•
•
•
1966: 24 hours a day
2015: 24 hours a day
•
•
Broadcast TV, Cable TV, Pay TV,
VOD
Satellite TV and Radio
Movies/Cinema Adv.
AM/FM radio
Telephone and Mobile phone
Postal Mail
Newspapers, Magazines (17K
titles)
CD, cassette, MP3, VCR, DVD,
PVR
Internet and web, including
email, web browsing, PC gaming,
Music downloading, P2P
PDA’s, Pagers, Console and Game
Devices
Mobile/ Smartphone
Major Factors in Creating and Building a Media Plan
Major Factors:
1. Target Market. Whom are you going to
sell to?
– Demographic, geographic and psychographics
characteristics
2. Where is product or service distributed?
– Local, regional, national or selected markets
– Remember BDI and CDI’s
3. What is Budget?
–
–
–
–
–
–
–
–
–
Percentage of sales
Share of market and Share of Voice
Objective and Task
Unit of Sales and Case Rate
Competition
Test Market
Experimental
Computer modeling
Affordable and Available Funds
4. What is Competition Doing?
– Budgets
– Which Media?
– Which Schedules?
– And more
5. Nature of Message?
– Electronic/Broadcast
– Print
– Color/B&W
– Demonstration
– Simple Statements
Reach
vs.
Frequency
vs
Continuity /Continuous Schedule
6.
vs
Rating & Share
7. Media Mix
– Combination of different media, and
– Which Media?
– Which Schedules?
– And more
size of ads
8. Seasonality and Length of Schedule?
– Hot tea vs. Cold tea?
– Snow blowers, toothpaste, coffee.
– Morning Drive and Evening Drive
– Flighting
– Pulsing
9. Tie-ins with Merchandising and Sales Force?
– Coupons, Contests, Trade Deals, Sales Calls, Displays,
Budgets.
– Which Media?
– Events
• Super Bowl
• Academy Awards
• Sports
– Which Schedules?
– And more
10. Flexibility
Messages
Promotion
4P’s
and
7P’s
11. Cost Efficiencies
– Which Media?
– Which Schedules?
– Which Vehicles?
• Advertising is an investment in future sales.
• It’s greatest powers are in short-term promotions
and its cumulative long-range effects.
• And more
Terima Kasih
Ardhariksa Z., M.Med.Kom