1. ADVERTISING Planning
Marcomm & Advertising, Fikom, UMB, 2013
Judhie Setiawan, M.Si

2. +
Six Steps of the Communication
Process
Step 1
Identify Target Audience
Step 2
Determine
Communication Objective
Step 3
Develop Media Plan
Step 4
Create the Message
Step 5
Execute the Campaign
Step 6
Evaluate the Effectiveness
of the Campaign

3. Identify and
analyze
target
market
Define
Advertising
objectives
Create
advertising
platform
Determine
advertising
appropriation
Evaluate
advertising
effectiveness
Execute
campaign
Create
advertising
messages
Develop
Media
plan
TKV

4. + Exploring the Levers Across the
Relationship Stages
Awareness
Television, iTV
Magazines and newspapers
Radio
Yellow pages
Billboards / outdoor
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Exploratory /
Expansion
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Commitment
Television, iTV
Magazines and newspapers
Radio
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Banner ads
Search engines
Listings
Classifieds
E-mail
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Direct mail
Telemarketing
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Rich media ads and dynamic ad
placement
Website
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Website
Personalized pages
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Permission e-mail
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Permission direct mail
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Customer service
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E-mail
Public relations
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Sales force
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Direct mail
Telemarketing
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Customer service
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Sales force
Dissolution
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Sales force
Terminate marketing

5. Advertising Objectives

6. Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
Informative Advertising
Persuasive Advertising
Build Primary Demand
Build Selective Demand
Reminder Advertising
Keeps Consumers Thinking
About a Product.
TKV

7. We goes to The Media Planning

9. This was global advertising in 2013:
Where will media get a look-in over….

10. AdSpend

11. TELEVISION ADVERTISING

12. RADIO

13. NEWSPAPER

14. MAGAZINES

15. CINEMA

16. OUT of Home

17. ADVERTISING ON TRANSPORT

18. INTERNET ADVERTISING

19. Mission
Money
Measure
SCOPE OF
ADVERTISING
Message
Media

20. The five Ms of advertising

21. AIDA
Advertisers should seek :
Ø A – Increase Awareness
Ø I – Create Interest
Ø D – Develop a desire
Ø A – Actions that Encourage customers to buy
Advertising seeks to move potential buyers through these
stages .

22. Response Hierarchy Models
Stages
AIDA
Model
Hierarchy-ofEffects
Model
InnovationAdoption
Model
Exposure
Awareness
Cognitive
stage
Attention
Awareness
Affective
stage
Interest
Attitude
Evaluation
Intention
Preference
Desire
Behavior
TKV
stage
Liking
Reception
Cognitive
response
Knowlege
Interest
Communications
Model
Action
Conviction
Purchase
Trial
Adoption
Behavior

23. Advertising the PLC
Product
Life Cycle
Advertising
AIDA
Objectives
Introduction
Informative
Attention
Interest
Increase in
sales
Growth
Maturity
Persuasive
Desire
Action
Increase in
market
share
Saturation
Decline
Reminder
All 4
Corporate
Image

25. Let’s take a
look at
The Brand

26. United States Mobile Phone AdSpend

27. Blackberry down to
3rd in Indonesia
(www.techinasia.com, Dec 16, 2013)
Blackberry down to third place in Indonesia, beaten by rising star Smartfren.
Samsung’s sales were miles away from its competitors with 1.054 million units
sold.
Runner-up Smartfren Andromax sold 339,000 phones while Blackberry sold
330,000 units.
Fourth position goes to Lenovo, which managed to sell 311,000 phones.
Other phone brands making it into the top 10 are Evercoss, Sony, Mito, Apple,
Nokia and LG.

28. The Advertising Campaign
› When developing a marketing communication
strategy, you do not restrict your plan to just
advertising
› Many things are also done such as direct
mailing, PR, special events, radio, media (incl.
unconventional media)

29. Celebrity Marketing
› Having celebrities lend their name and influence to the
promotion of a product.

30. Advertising Evaluation
Advertising Program Evaluation
Communication Effects
Is the advertisement
meeting the specific
communication objective?
TKV
Sales Effects
(to the extent possible)
Is the Ad Increasing Sales?

31. Main Parties involved in Advertising
Facilitating Organizations
Regulatory Organizations
Advertising
Agency
Government
ADVERTISER
Competitions
Media
Research
supplies
Markets and Consumer Behavior

32. Thank you…