ANDVERTISING & INTEGRATED MARKETING COMMUNICATIONS

(IMC)Pertemuan 3 & 4

Mata kuliah : O0274 - INTEGRATED MARKETING COMMUNICATION

Tahun : 2009/2010

Bina Nusantara University 3

Product Communications

Advertising

Price Communications

Place Communications

People Communication

Process Communications

Physical evidence

Public Relations

Sales Promotion

Point of Purchase

Sponsorship

Direct Marketing

Personal Selling

Internet

Other

MARKETING RESEARCHAND OTHER FEEDBACK

Senders :• manufacturers• wholesalers• retailers

Promotion Mix

Receivers:• Clients• Customers• Consumers

INTEGRATEDMARKETINGCOMMUNICATIONS

UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS

Bina Nusantara University 4

The Marketing Communications Wheel

12. Word ofmouth

1. Advertising

2. Publicrelations

3. Sales promotions

4. Point ofpurchase

5. Packaging7. Sponsorship

8. Internet

9. Direct Marketing *

10. Personal Selling

11. Corporate identity **

6. Exhibition

Bina Nusantara University 5

ADVERTISING

• Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor, (Kotler, 2004: 494).• advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.

Bina Nusantara University 6

MEDIA STRATEGY:

A mediaA media strategy is thestrategy is the process of process of analyzing and choosing media for an analyzing and choosing media for an

advertising and promotions advertising and promotions campaigncampaign.. OnceOnce the media strategy is in place, the media strategy is in place, other other aspects of media selection aspects of media selection can can proceed. The first step is to proceed. The first step is to prepare a prepare a thorough media planning thorough media planning program program using the general using the general advertising methods advertising methods and objectives.and objectives.

Bina Nusantara University 7

‘How Powerful Advertising Campaign’

• 7 Vectors of Communications:

PrintRadio POP=(displays, posters)

Sampling

PRCRMTV

Bina Nusantara University 8

Advertising can work in 4 different ways:

ChangeChange behavior behavior EducateEducate or remind or remind EvokeEvoke an emotional response an emotional response Improve Improve brand recognitionbrand recognition

Bina Nusantara University 9

Communication Channel

CONVERSION

RETENTION

Media

Awareness

Quality Ad

Trial

Dependable

Brand

Loyalty

1 2 3

Bina Nusantara University 10

Essence of Powerful Ad

Strategically Strategically appropriate Marketing appropriate Marketing objectiveobjective

Linked to achieve Business objectivesLinked to achieve Business objectives

Reflective of market dynamics, brand Reflective of market dynamics, brand situation & capabilitiessituation & capabilities

LegitimateLegitimate Consumer Insight; Consumer Insight;

Bina Nusantara University 11

A provocativeA provocative and compelling Campaign and compelling Campaign ideaidea

Big Idea conceptBig Idea concept

Memorable Key Copy WordsMemorable Key Copy Words

Big Picture that visually Big Picture that visually dramatizesdramatizes the the Idea vs BenefitIdea vs Benefit

ExecutionExecution that showcases the Campaign that showcases the Campaign IdeaIdea

Cut through the clutterCut through the clutter

Engages customersEngages customers

Strong brand linkageStrong brand linkage

Bina Nusantara University 12

Advertising Central Theme (1)

Product BenefitProduct Benefit Feature oriented AdFeature oriented Ad Maximize “Maximize “Unique Selling PropositionUnique Selling Proposition”” Pioneered by Rosser Reeves – Ted Bates Pioneered by Rosser Reeves – Ted Bates Ad Ad agency on 1950agency on 1950 Advantage for new product that has a Advantage for new product that has a new new and unique selling benefitand unique selling benefit Example : Close Up and Clear Ads Example : Close Up and Clear Ads (Indonesia (Indonesia Ads)Ads)

Bina Nusantara University 13

Advertising Central Theme (2)

Brand Image Oriented AdBrand Image Oriented Ad

Feature brand personalityFeature brand personality

Maximize long term brand efficacyMaximize long term brand efficacy

Pioneered by David Ogilvy – O&M on Pioneered by David Ogilvy – O&M on 19601960

Advantage for high profile brand with Advantage for high profile brand with parity functional benefitparity functional benefit

Example : Marlboro Ad, GG Ad Example : Marlboro Ad, GG Ad (Indonesia Ads)(Indonesia Ads)

Bina Nusantara University 14

Advertising Central Theme (3)

Problem/Opportunity Oriented AdProblem/Opportunity Oriented Ad FocusFocus on analyzing consumer problems and on analyzing consumer problems and providing solutionsproviding solutions PioneeredPioneered by Batten, Barton, Durstine, and by Batten, Barton, Durstine, and Osborn Osborn (BBDO) on 1970(BBDO) on 1970 BasedBased on hypothesis that consumers would on hypothesis that consumers would not buy not buy if sales resistance is existif sales resistance is exist ExampleExample : Sido Muncul (Indonesia Ads): Sido Muncul (Indonesia Ads)

Bina Nusantara University 15

Advertising Central Theme (4)

Competitive Positioning Oriented AdCompetitive Positioning Oriented Ad Focus Focus on benchmarking with market on benchmarking with market leader/competitorsleader/competitors PioneeredPioneered by Al Ries and Jack Trout on by Al Ries and Jack Trout on 19701970 BasedBased on hypothesis that consumers need on hypothesis that consumers need to be to be convinced on real competitivenessconvinced on real competitiveness ExampleExample : Pepsi vs Coke, Fresh Tea vs Tee : Pepsi vs Coke, Fresh Tea vs Tee Botol, Botol, Puspa Sari vs AutanPuspa Sari vs Autan

Bina Nusantara University 16

Advertising Creative Execution

Spokes PersonSpokes Person TestimonialTestimonial Product DemoProduct Demo Close UpClose Up Direct Product ComparisonDirect Product Comparison HumorHumor Slice of LifeSlice of Life VignettesVignettes AnimationAnimation Stop MotionStop Motion

Bina Nusantara University 17

Criteria of Compelling Advertising

Leading in Global:Leading in Global: SS = Simple (single minded) = Simple (single minded) MM = Memorable (easy to = Memorable (easy to

remember) remember) II = Idea (has a ‘big’ idea)= Idea (has a ‘big’ idea) LL = Linkage (with the brand) = Linkage (with the brand) EE = Emotive (emotionally = Emotive (emotionally touch)touch)

Bina Nusantara University 18

Similarly, different ads have different marketing objectives:

Move Move product fast! (Sell, sell, sell)product fast! (Sell, sell, sell)

CommunicateCommunicate a benefit or message a benefit or message

ImproveImprove “emotional attachment” to the “emotional attachment” to the brand brand (long-term brand equity)(long-term brand equity)

DriveDrive improved brand awareness generally improved brand awareness generally (get (get your name “top-of-mind”).your name “top-of-mind”).

Bina Nusantara University 19

BE A WINNER ALWAYS!!

THE WINNER NEVER QUITS!THE WINNER NEVER QUITS! MTHE QUITTER NEVER WINS!MTHE QUITTER NEVER WINS!

GOODLUCK!!