Desain Pesan dan Periklanan Agribisnis UMY 2016
Heri Akhmadi, S.P., M.A.
Today’s Lecture • Memahami manajemen agency periklanan • Segmentasi, Targeting dan Positioning dalam kegiatan periklanan
Review
ELEMEN PERIKLANAN Model Komunikasi SOURCE
ENCODER
MESSAGE
CHANNEL
NOISE
RECEIVER
FEEDBACK ADVERTISEMENT AGENCY ADVERTISER
MEDIA COMPETITORS * VIEWER * LISTENER
The Key Players
Advertiser Advertising agency Media Supplier Target audience
Advertiser
Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency
Advertising Agency
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities In 2010 ad agency gross income was 468.74 billion U.S. dollars worldwide. (www.statista.com) Advertising Age - Agency Family Trees
Advertising Agency
Advertising department
Act as a liaison between the marketing department and the advertising agencies and other vendors. Agency-of-record
In-house agency
Perform most, and sometimes all, of the functions of an outside advertising agency.
Media
The channels of communication that carry the message to the audience Are also companies or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches
Supplier
Assist advertisers, agencies, and the media in creating and placing the ads Vendor services are often cheaper than those inhouse.
The Target Audience
The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible Purchasers are not always the product users. Interactive technology has created a new world of targeting and ads can now be customized to individual consumers to some extent.
ALUR KERJA AGENCY Product
Client
Based: positioning
Brief CS
Segmentation
Consumer
Planning
Creative
Targeting Positioning
Agency Media
STRUKTUR AGENCY PERENCANAAN PENGANGGARAN
ACCOUNT EXCECUTIVE
FUNGSI MANAJERIAL
KOORDINASI APPROVAL PROCESS LIASON (dgn KLIEN)
COPY WRITING
PENULISAN NASKAH
KERJA KREATIF
ART DIRECTION
PRODUKSI PENGARAH SENI
STRUKTUR BIRO IKLAN Client Service Account Handler
Creative
Production
Media Commercial
Aktivitas Client Service (CS) Brief
Client
Client Service Account Executive
Planning
Creative
Consumer
STP
Theme
Image
Tactics
Metode dan Jangka waktu
Proses awal, Kerja CS Client
First understand To give understood
Client Service
Creative
K O N S U M E N
TIPE AGEN PERIKLANAN
AGEN LAYANAN PENUH (FULL SERVICE AGENCY) MENJALANKAN 4 PEKERJAAN BAGI KLIEN: 1. PELAYANAN RISET 2. MENDESAIN IKLAN (PROSES KREATIF) 3. PENGGUNAAN MEDIA (MEDIA BUYING) 4. MANAJEMEN KONTRAK
1. 2.
3.
4.
AGEN LAYANAN KHUSUS (SPECIALIZED AGENCY) BUTIK KREATIF; FOKUS PADA IDE DAN EKSEKUSI KREATIF AGEN KESEHATAN ATAU MEDIK; KHUSUS MELAYANI PERUSAHAAN PHARMASI AGEN PEMASARAN LANGSUNG; SPESIALISASI PADA PERENCANAAN, PELAKSANAAN, DAN MANAJEMEN DATABASE BAGI PERIKLANAN PEMASARAN LANGSUNG AGEN ETNIK; PERIKLANAN YANG KONSENTRASI PADA ETNIK TERTENTU
KOMPENSASI AGENCY
KOMISI MEDIA BIASANYA AGENCY MENDAPATKAN 15 % DARI JUMLAH TARIF MEDIA
UPAH BERBASIS KERJA PENGHASILAN YANG DIDAPAT DARI UPAH PER JAM KERJA (berdasarkan pada komitmen waktu)
PENGGELEMBUNGAN (MARK UP) Agency menaikkan biaya (biasanya) 17,65% dalam tagihan ke klien ketika bekerja sama dengan pihak diluar agency
IDENTIFIKASI SEGMEN
Mass-marketing A strategy that presumes there is one undifferentiated market and that one product will appeal to all consumers in that market.
Menurut anda apa kekurangandan kelebihan dari mass-marketing?
Advantages • Lower cost • One advertising campaign is needed • One marketing strategy is developed • Usually only one standardized product is developed
Disadvantage • It only works if all consumers have the same needs, wants, desires, and the same background, education and experience
Market matching strategy • Today, mass marketing has largely been replaced by a three-step market matching strategy
Market Matching Strategy
Market Matching
Segmentation
Targeting
Positioning
Market Matching Strategy Segmentation • Act of dissecting the marketplace into submarkets that require different marketing mixes Targeting • Process of reviewing market segments and deciding which one(s) to pursue Positioning • Establishing a differentiating image for a product or service in relation to its competition
DEMOGRAPHI Umur
Gender
Lokasi
Perumahan
Pekerjaan
Profil Demographi
Pendidikan
Status Perkawinan
Mobilitas
Pendapatan
Belanja
SOSIOGRAPHI Budaya
Penggunaan waktu
Klas Sosial
Profil Sosiographi
Kondisi Keluarga
Penampilan Sosial References Groups
Opinion Leaders
PSIKOGRAPHIC Kepribadian
Faktor Kepentingan
Sikap/Opini
Profil Psikographi
Daya Inovasi
Kesadaran Ttg Kelas Motivasi
SikapThdp Resiko
