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
