Paper Material

Final Exam Group 5

Arranged by:
Arliza Chairani 1942620175
Mamadou O Jallow 194262210
Nisrina Nabilah Fikri 1942620021
Ravonjison Fanomezantsoa Mikaela 1942620212

Politeknik Negeri Malang

Jurusan Administrasi Niaga
Program Studi D4 Manajemen Pemasaran
2021
Table of Content
A. Customer persona; describe the audience profiling for the target audience of the ad you are
creating and why it is profiling you are aiming for. 3
B. Theme specific ads created, 4
C. An overview/summary of the advertising story concept, 4
D. What kind of advertising exhibition plan (media planning) and why? 5
A. Customer persona; describe the audience profiling for the target
audience of the ad you are creating and why it is profiling you are
aiming for.

Politeknik Negeri Malang also known as Polinema aspires to be an

outstanding vocational higher education institution with a global reputation. Office of
International Affairs plays a leading role in realizing this key objective. OIA is
responsible for coordinating international activities within the polytechnic, designing
a strategic plan for internationalization, fostering and maintaining international
partnerships, and developing international programs activities for academic staff and
students to facilitate their development as global professionals. The institution has as
main mission to be an excellent center of international affairs supporting Polinema in
achieving a global reputation as an outstanding vocational higher education
institution. In this context, besides the office of International affairs, the students also
are the main actors that helps the campus in going global. Polinema has offered many
opportunity for both local and international students to pursue their study in the
department available under international program classes, students that are the main
customer prioritised for our ads.

By definition, a student is primarily a person enrolled in a school or other

educational institution and who is under learning with goals of acquiring knowledge,
developing professions and achieving employment at desired field. In the broader
sense, a student is anyone who applies themselves to the intensive intellectual
engagement with some matter necessary to master it as part of some practical affair in
which such mastery is basic or decisive.

In Polinema, because it is considered as a state university, there is a limit of

application that can not be more than 3 years since the applicants got graduated from
their high school or vocational school, generally ranging from 17 - 18 years old.

Those students live in the area of and around Malang with parents having an
middle to high class income. Basically, most of the freshman are just student but when
coming up to higher semester, most of them run up their businesses and even quit
along the way, so not all students finish their first to last semesters.

Regarding their interests, as there are social and natural science subject
amoung the available courses, all the students have common interest in understanding
developments that are taking place in society and the world as well as their roles in
shaping the future of the nation. Students will explore contemporary and global issues
related to governance, their roles as citizens, living in a diverse society and
 globalisation. This interest bring their curiousity and envy in continuing and learning
which matches exactly the different curriculum offered by the international programs.

B. Theme specific ads created,

Advertising idea is the main theme or concept that underlies the creation of an
advertisement. Ideas are used to dramatize product-related information conveyed in
advertisements, so as to achieve advertising objectives.

Advertisements are expected to be a source of information regarding

advertisements that will be displayed. In the promotional advertisement of the AN
department, information is included that AN has an international program to freshman
students.So based on the work the theme is promoting AN department international
class to freshman students.

C. An overview/summary of the advertising story concept,

The Story Concept: Explain the AN department's concept briefly. The general
introduction to the campus and the facilities given by the campus came first. The talk then
narrowed and became more focused on majoring in AN, particularly on international class
programs. Not only do we provide information on the program, but we also provide
additional information about what you get as an international class student and why you
should join.

There is also information on their future job success, as well as their experience and
competence. Because in accordance with our goals where this ad will be directed, the style of
language used tends to be more persuasive and informative where our major focus is high
school students who want to apply to campus as well as new students who may not have
received adequate information about this class program.
 D. What kind of advertising exhibition plan (media planning) and why?

Media Planning as a strategy for the concept of advertising under the theme of Department
of Business Administration, State Polytechnic of Malang. First and foremost, we will try to
explain the following in the context of the team

1. What is Media Planning as a concept for AN department Advertising strategy

As media planning is the making of a decision to deliver a message to our target

audience. Now, we understand what media planning is. It is important to review the
process. These processes include.

I. Market Analysis (Schools in the region & international),

II. establishing the media objective (Promoting department of Administrasi Niaga
international program)
III. Setting the advertising strategy
IV. Implementation
V. Evaluation

1. Market Analysis: Performing a market analysis involves determining who our target
audience are. The audience are the number and type of people our advertising targets
in this case are freshers and or high school graduates planning to enroll in universities.

Our audience are classified under sex, income, occupation etc. In performing this analysis it
will help us project costs and determine the right media for our advertising campaign.

2. Establishing the Media objectives

Media objectives here means the goal of our media planning. In order to establish these
objectives we will try to determine our goal for reach, frequency, cost, circulation and
message penetration within and outside the region.

Reach: here is the amount of people our advertising message is in front of over a period of
time
Frequency: is the average number of times this advertising message is in front of those people

Circulation: This is always the number of print ads if any that will be produced and sent out
to the target group of people.

For the cost we will break that down into two different sections i.e Cost Per Thousand (CPM)
and Cost per Person (CPP). It is important to understand our cost budget to be on a safer side.
So we do not plan to take over the student admission market, we are just willing to reach out
to this students to offer them our programs in AN department Polinema. By knowing this it
will help us in setting penetration goals and strategies.

Setting the Advertising Strategy

Now that we understand our marketing advertising audience and how much it will cost us.
We will make a decision about what media we will use and WHY? Some of our options
include Internet, social media, Television and Newspapers.

From our market analysis we’d understand that social media and the internet are the leading
platform in reaching the largest audience. However, to narrow our advertising down to the
context of the theme Department of AN Polinema and of course understanding that our
target audience are students who have a huge social media presence. It is best that we run the
ads in the following social media (Youtube, Instagram & Facebook). In addition to this, we
are also looking at the best option that reaches the largest audience, How often will the advert
reach the audience and does it fit our budgets?

Implementation:

Now, as we already have a plan. Now it is time to put the advert out there and keep it
running. Due, to the fact that this is for academic purposes, we are not buying a media space.
We will just use the free ads space on youtube, facebook and instagram as a promotional
content.

Evaluation
This is the final part in the advertising exhibition media planning. After we did everything
and started running the promotional ads across the social media mentioned above. We will
check and make an analysis of the success of the advertising. In fact social media has that
feature to show our activity, ads reach, and reactions so it is easy to collect the data and make
an analysis based on the ads to evaluate the result. The following are the questions we want to
know

1. Did we meet the media objectives?

2. Do our ads reach the right audience?
3. How successful were the strategies we used?

Finaily, the success of this media plan will determine our future media planning