Managing mass communication
- 1. MANAGING MASS COMMUNICATION: ADVERTISING, SALES PROMOTION, SPECIAL EVENTS AND PUBLIC RELATIONS All marketing should be a marketer permission. All marketing so attractive that consumers want us in their lives. Traditional marketing models are outdated. Holistic marketing are pushing our business. A. MANAGEMENT PROGRAM ADVERTISING Advertising is any form of non-personal presentation and promotion of ideas, goods, or services by certain sponsors to be paid. Advertising can be a cost-effective way to spread the message, whether to build brand preference or to educate people. Five major decisions in developing advertising program known as 5 M is; Mission (Mission), whether the purpose of the ad. Money (money), how many are where it can be spent. Message (message), what message should be delivered. Media (media), what media should be used. Measurement (size), how the results should be evaluated. 1. Determine the purpose of advertising. Destination (target) advertising is a specific communication task and the level of achievement must be obtained at a specific audience within a certain time. The purpose of advertisement can be classified according to whether the goal to inform, persuade, remind, or strengthen. a. Advertising informative. Intended for menciptakn kesadraan and knowledge about new products or new characteristics of existing products. b. Advertising persuasive. Intended to create preferences, preferences, beliefs, and the purchase of a product or service. c. Advertising reminder. Intended to stimulate the purchase of products and services back. d. Advertising reinforcement. Intended to convince purchasers now that they have done the right choice. 2. Decide advertising budget Although advertising is treated as current expenditure, some of which actually is an investment that adds intangible asset called brand equity. There are five specific factors that should be considered; a. Stage in the product life cycle. New products usually get a large advertising budget to build awareness and seek customers try it. Brands that have been established are usually supported lower advertising budgets, comparable with sales. b. Market share and customer base. To increase market share by increasing the size, the larger the necessary expenditure. It would be easier to reach consumers a brand that has been used widely than for small berpangsa brands reach consumers. c. Competition and disorders. In a market that has a large number of competitors dna high advertising expenditures, a brand must be advertised on a large scale to be heard. Even the simplest interference of advertising that does not directly compete with these brands will lead to greater advertising needs. d. Frequency ads. The number of repetitions needed to convey the brand message to consumers have an important impact on our budget. e. Power product substitution. Class brands in commodities (cigarettes, beer, soft drinks) requires massive advertising to build a different image. Advertising also plays an important role if a brand can offer benefits or unique physical characteristics. 3. Develop an advertising campaign To develop a strategy messages, the advertiser through three steps; generate messages and evaluation, development and implementation of creative, and social responsibility review.
- 2. a. Establishment and evaluation of message A good ad is usually focused on one or two core selling proposition. Once they find an effective appeal, the advertiser must prepare a summary of creative ideas. b. Development and implementation of creative The impact of advertising depends not only on what is said, but often more important about how said. Usually advertisers prepare a strategy statement text that explains the purpose, content, support, and tone desired ad. c. Legal and social issues Advertisers and its advertising agencies have to ensure that advertising does not exceed the social and legal norms. Socially, advertisers also have to be careful not to offend ethnic, racial minorities, or special interest groups. 4. Decide on the media and measure the effectiveness of After selecting the message, the next task is to choose the media advertisers to deliver. The stages are (1) determine the desired range, frequency, and impact; (2) selecting among the major media types, selecting specific media outlets; (3) determine the appropriate media time and decide the allocation geographically media. Then, (4) the results of these decisions need to be evaluated. a. Deciding reach, frequency, and impact. The selection of the media is looking for the most cost-effective medium to convey the amount and type of the desired exposure to the target audience. b. Choosing among the major media types Media planners must determine the ability of the major media types to produce the range, frequency, and impact. Media planners determine their choice between media categories by considering the following variables: 1) Habits target media audience. Radio and television are the most effective medium to reach out to teenagers. 2) The characteristics of the product. The types of media have different abilities to generate demonstration, visualization, annotation, the level of trust, and color. Polaroid cameras are best demonstrated on television. 3) The characteristics of the message. Messages that contain a lot of technical data dangat may require problem. 4) Cost. Television is very expensive while newspaper advertising is relatively cheap. c. Alternative advertising options For a long time television became the dominant medium. Television advertising costs have risen faster than the cost of other media. Many marketers seek alternative advertising media. 1) outside Ads Place an ad advertising is called outside the home. The marketers it is better to reach people in other environments, such as where they work, play, and of course shopping. There are several options available, including billboards, public space, where the products, and the point of purchase. a) Billboards. Billboard has been transformed over the years and are now produced using digital graphics and color, background noise, movement and incredible images even in three dimensions. b) The public spaces Advertisers memasng print advertising and traditional TV advertising in unusual places such as theaters, airlines, and the waiting room, as well as classrooms, sports arenas, office danelevator hotels, and other public places. 2) Placement of products Product placement can be combined with special promotions to publicize the bandwagon product. Some companies get product placement at no cost to supply their products to the company filam.
- 3. 3) The point of purchase (POP) The attractiveness of this ad lies in the fact that a number of studies have shown that in many product categories, consumers make their final decisions are brands in the store. 4) Evaluate alternative media: Now ads can appear virtually anywhere. The main advantage of non-traditional media is that the audience is very precise and inevitably have to hear because of the nature of the setting. Challenges in non-traditional media adalahmenunjukkan reach and effectiveness through independent research can be trusted. d. Selecting Special Media Means In making your choices, planners must rely on measurement service that provides estimates of audience size, composition, and media costs. The size of the audience has some size: 1) Circulation. The number of physical units that contain these ads. 2) Audience. The number of people exposed to the facility. 3) Audience effective. The number of people who have the characteristics of the target audience exposed to the facility. 4) Audiences are exposed to advertising effectively. Number of people meet the characteristics of the target audience truthful really see these ads. e. Decide the timing and allocation of media In choosing the media, advertisers face a problem of macro and micro scheduling scheduling. Macro issues include the ad scheduling in relation to the seasons and the business cycle. Micro-scheduling problem requires the allocation of advertising expenses in a short span of time to gain maximum impact. In launching new products, advertisers must choose between continuity, concentration, rise, and keberdenyutan advertising; 1) Continuity is achieved by scheduling exposure evenly throughout the period. 2) The concentration requires the use of all advertising funds in the period. 3) The increase periodically require an advertisement for a period, followed a period of emptiness without advertising, followed by a second period of advertising activity. 4) The pattern of pulses (pulsing) is continuous advertising circuitry low weight level periodically reinforced by activities heavier. f. Evaluating the effectiveness of advertising Planning and control of a good ad relies on the measurement of advertising effectiveness. Most advertisers are trying to measure the effect of communication on an ad, meaning the potential impact on awareness, knowledge or preference. 1) Research the influence of communication. Sought to determine whether an ad is effective communication. There are three main methods of advertising pre-testing by answering these questions; i. Do you get the main message of this ad? ii. According to you, what they want to know, believe or do. iii. How likely it will affect your ad to perform actions that imply? iv. What worked well and what did not work well in this ad? v. How do you persaan about this ad? vi. Where is the best place to reach you with this ad? 2) Research the influence of sales. The impact of advertising on sales are generally more difficult to measure than the impact of advertising on communication. 5. Promotion Sales Sales promotion as a key element in the marketing campaign is a different set of tools incentives mostly short-term, which is designed to stimulate the purchase of a particular product or service. purpose Sales promotion tools vary in terms of their particular purpose. A number of sales promotion benefits flowing to producers and consumers. Sales promotion allows manufacturers to test how high prices dpaat they wear, because they always can do discount. Some companies use npromosi to attract new customers and build awareness.
- 4. Versus ad campaign Now the campaign is received by top management as an effective sales tool; more product managers are qualified to use the tools of sales promotion; and the menajer products are in greater pressure to increase sales today. However, there are dangers in allowing advertising gives too much discretion to the promotion, because advertising in general build brand loyalty. Sales promotion, with potogan price, coupon, deal, gift ceaselessly may decrease the value of the product offer in the minds of buyers. Major decisions In the use of sales promotion, the company must set goals, select tools, develop programs, pre-testing the program, implement and control, and evaluate the results. i. Determine the purpose. The purpose of sales promotion is obtained from a wider promotional purposes, derived from a more fundamental marketing objectives developed for these products. ii. Selecting a consumer promotion tool. Planners should take into account the type of market promotion, sales promotion purposes, competitive conditions and cost-effectiveness of each tool. iii. Choosing a trade promotion tool. Manufacturers use a number of tools of trade promotion. iv. Choose the appliance salespeople and business promotion. The company uses a business promotion tool for gathering clues business, make customers impressed and gave imbalankepada sales force, and motivate them to work harder. v. Develop a program: Marketers increasingly incorporate multiple media into a total campaign concept. vi. Initial testing, implementation, control, and evaluation of programs vii. Although the majority of sales promotion programs are designed based on experience, pre-testing should be conducted to determine whether the right tools, whether the magnitude of the optimal incentives, and whether the method of presentation efficient. b. To evaluate, manufacturers can use three methods (sales data, consumer surveys, and experiments). 6. Public Relations Companies not only have to deal constructively with customers, suppliers, and distributors but also have to deal with a large number of people with an interest. PR includes a variety of programs designed to promote or protect the image of the company or each product by carrying out the following five functions: a. Press relations. Provides news and information about the organization of the most positive angle. b. Product relationship. Sponsoring efforts to memberitakann certain products. c. Corporate communications. Increase understanding of the organization through internal and external communication. d. Lobby. Institutions dealing with legislators and government officials to support or thwart regulations and legislation. e. Giving advice (counseling). Provide advice to management on public issues and the position and image of the company in times of fun and crisis. 7. Relationship marketing community Many companies turn to marketing public relations (MPR-marketing public relations) to directly support the promotion or formation of the company or product image. Assembly plays an important role in the following tasks: a. Help launch new products. b. Help reposition the product that has been cooked. c. Build interest in the product category. d. Affect a particular target group. e. Defending product has faced a public issue. f. Building a corporate image that is reflected both in the circuitry of its products.
- 5. Major decisions in marketing public relations Major decisions to be made include; a. Establish marketing purposes. b. Selecting the message and means. c. Implement the plan and the results mengevluasi