Desain Pesan dan Periklanan Agribisnis UMY 2016
Perencanaan Media Periklanan
Heri Akhmadi, S.P., M.A.
Selamat Buat TIMNAS –> FINAL AFF 2016
Today’s Lecture • Perencanaan Media • Memahami perbedaan dari berbagai macam media periklanan • Menentukan media iklan yang tepat
Apa tanda datangnya bulan Ramadhan?
Video: Iklan Sirup Marjan
World Cup Football
Musim masuk sekolah
Media Planning
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.
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
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
Media Strategy - Audience • Faktor utama dalam mensegmentasi audiens sasaran: 1) 2) 3) 4)
Geografis Demografis Pemakaian produk Gaya hidup/psikografis
• Audiens sasaran didefinisikan dalam batas spesifik yang mempunyai implikasi jelas untuk pesan dan strategi media.
Media Objectives Who
is the target market?
What
is the message?
Where
are the priority markets?
When
is the best time to advertise?
How
many, often, long?
Media Scheduling Flat
Skip
Pulse
Seasonal
Blitz
Build-Up
©2005 Pearson Education Canada Inc.
Karakteristik Media
Tiap media memiliki karakteristik yang berbeda satu dengan lainnya, mempunyai kekuatan dan kelemahannya masing-masing.
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.
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
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.
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.
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
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.
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.
Video : Media Iklan
References 1.
Thomson South-Western. 2007. Planning for and Analyzing Advertising Media
2.
Keith J. Tuckwell. 2005. Advertising: Media Planning.
heri.staff.umy.ac.id
25
