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@edwias

Learning Objectives
• Menjelaskan bagaimana perencanaan media telah
berubah selama 1 dekade terakhir, dan apa yang
telah menyebabkan perubahan tersebut.
• Mendiskusikan jenis media dan tujuan media serta
strategi untuk menyampaikan pesan melalui media.
• Mengidentifikasi faktor-faktor yang mempengaruhi
strategi dan taktik media.
Learning Objectives
• Menggambarkan berbagai jenis strategi iklan dan
tujuan masing-masing.

• Menjelasan peran Media Buyers.


Media Buying ?
Konsep Dasar
Media Buying is the art of ensuring clients' adverts where they want
them to and that they pay the best possible price in any media.

The main task of media buying lies within the negotiation of price and
placement to ensure the best possible value can be secured for an
advertisement.

Media Buyers (also known as practitioners in media) are responsible for


negotiating and purchasing audience targeted time and advertising
space for the purpose of conveying a marketing message
Platform Komunikasi
Advertising Sales Promotion Public Relations Personal Selling Direct Marketing
Iklan cetak Kontes, undian, Siaran pers, Presentasi Katalog
dan penyajian lotere ceramah, seminar penjualan
pengemasan

Brosur Hadiah Sumbangan amal Pekan raya Surat, E-mail


Directory Pemberian contoh Menjadi sponsor Pameran dagang Pemasaran melalui
Billboard produk telepon
Simbol Pameran, kupon, Majalah Pemberian sampel Belanja melalui
pengenal peragaan perusahaan elektronik
Top 10 Pembelanja Iklan di semua Media 2010
(dalam Miliar, di semua media berdasarkan gross rate (tidak meghitung diskon, promo, bonus, dll)

Pengiklan Belanja Iklan (Rp milyar) Perbedaan (%)

Excelcomindo Xl 593 66%


Telkomsel-all simcard 538 79%
Telkomsel-simpati 438 198%
Telkomsel-kartu as 398 125%
AXIS 396 6%
Indosat IM3 320 13%
Local Goverment Candidates 309 673%
ESIA 296 24%
Sedaap-Instant Noodle 291 34%
Aqua-Mineral Water 280 -6%
Belanja Iklan 2010 berdasar media
10 Top Kategori 2010
(dalam Miliar, di semua media berdasarkan gross rate (tidak meghitung diskon, promo, bonus, dll)

Kategori 2009 2010 % Diff


Telecommunication 3,881 5,550 43%
Government & Politic 3,642 2,984 -18%
Corporate ad, social services 1,956 2,380 23%
Clove cigarettes 1,733 1,984 14%
Motorcycles 1,584 1,889 19%
Hair care products 1,527 1,837 20%
Financial 1,254 1,859 46%
Facial care 1,183 1,568 32%
Media & production house 1,176 1,320 12%
Snack 1,384 12%
TEMPO.CO, Jakarta - Jangan remehkan kemampuan produsen obat-obatan herbal tradisional
dalam beriklan. Hasil riset Nielsen Indonesia menyebutkan nilai iklan produsen obat tradisional
menduduki posisi teratas dari semua produk.

Dalam hasil riset yang dipublikasikan pada Rabu, 7 Mei 2014, Nielsen menempatkan obat herbal
bermerek Mastin di posisi teratas dalam kategori produk yang paling banyak beriklan. Nilai belanja
obat dari kulit buah manggis ini mencapai Rp 259,5 miliar pada kuartal pertama 2014. Nilai iklan
Mastin bahkan melebihi belanja pariwara partai politik, makanan, dan kosmetika.

Posisi kedua produk yang paling banyak beriklan ditempati sampo Clear anti ketombe dengan nilai
belanja Rp 219,91 miliar. Sedangkan empat partai politik, yakni Partai Golongan Karya, Gerakan
Indonesia Raya, Demokrat dan NasDem mengucurkan belanja iklan di kisaran Rp 115-170 miliar.

Menurut Managing Media Nielsen Indonesia Ira Pratignyo, belanja iklan kuartal pertama 2014
tumbuh 15 persen dibandingkan dengan periode pertama 2013, dari Rp 23,3 triliun menjadi Rp 26,7
Triliun. Pertumbuhan ini, kata Ira, sebagian besar disumbang belanja iklan organisasi politik dan
pemerintahan yang meningkat sebesar 89 persen.
Apakah Efektif ???
Nilai belanja Iklan Produk Mastin
Rp 259,5 miliar pada kuartal pertama 2014
Media Planning
1. Media planning is the strategic execution of an advertising
campaign
2. Media planning is the purchasing and planning of broadcast
time or advertising frequency in the various media
3. Media Planning is not limited to advertising
Media Planning: Integrating Science
with Creativity
 Proses yang mengarahkan pesan iklan kepada orang yang
tepat di tempat yang tepat pada waktu yang tepat
1. Di mana iklan harus dilakukan?
2. Pemilihan Media yang tepat mencapai target pasar?
3. Kapan iklan harus di lakukan?
4. Seberapa sering iklana harus diatayangkan?
5. Alat komunikasi apa yang digunakan dalam beriklan?
Langkah dalam beriklan
Menentukan tujuan

Menentukan Anggaran

Memilih pesan Penetapan media

EVALUASI
Media Planning: Integrating Science
with Creativity
 The Role of Media in the Marketing Framework

Determine
Situation Advertising Set Media Media Strategy
Marketing Plan
Analysis Plan Objectives

Print
Broadcast Media Use Select Media Select Broad
Other Media Decisions within Classes Audiences
The Central Role of Media Research
Media Plan
Media Plan: dokumen tertulis yang
merangkum tujuan dan strategi yang
bersangkutan untuk menempatkan pesan
merek perusahaan.

Goals: menemukan cara yang paling efisien


dan efektif untuk menyampaikan pesan
kepada khalayak yang ditargetkan.
Defining Media Objectives
 Audience Objectives
a) Biasanya menggunakan geodemographic untuk
mendefinisikan khalayak penerima pesan
b) sumber penelitian sekunder dapat memfasilitasi proses ini
c) Memilih media yang sesuai dengan jenis pesan serta sesuai
dengan kriteria pelanggan yang diinginkan
Defining Media Objectives
 Message-Distribution Objectives
1. Jumlah khalayak yang dituju & Ukuran Pesan
2. Perusahaan riset akan membantu memperkirakan ukuran
penonton dan ukuran pesan untuk satu set iklan.
Defining Media Objectives
 Audience Accumulation & Reach
1. Reach: jumlah orang berbeda yang terkena terpaan
(exposure) iklan
2. Frequency: itensitas iklan ditayangkan
 Continuity
1. Durasi dari iklan
2. Pesan yang disampaikan dalam waktu tertentu
Defining Media Objectives
 Optimizing Reach, Frequency & Continuity
 The art of media planning
1. Jangkauan, frekuensi, dan kontinuitas memiliki hubungan
terbalik satu sama lain
2. jangkauan efektif menggambarkan kualitas eksposur
3. frekuensi yang efektif adalah berapa kali seseorang harus
terkena pesan
Developing a Media Strategy:
The Media Mix
 The Five M
1. Markets: targets of the media plan
2. Money: how much budget, where to allocate
3. Media: all communications vehicles available
4. Mechanics: time of broadcast, size of print
5. Methodology: overall strategy of media selection and
scheduling
Developing a Media Strategy:
The Media Mix
 Factors Influencing Media Strategy Decisions
1. Ruang lingkup dari perencanaan media
 Lokasi & target khalayak
2. Sales potential of different markets
 brand development index mengidentifikasikan kekuatan suatu
brand dalam target konsumen/pasar tertentu
3. Competitive Strategies & Budget Decisions
 Iklan dari pesan
The Media Budget
 The size of the budget
greatly affects media
decisions
 Local vs. national
 TV vs. radio
 At the end of the planning
process, the media planner
develops a pie chart showing
media allocations
Functions of a Media Buyer
Media Planning Trends
 Unbundling Media Planning and Buying
 Agencies media departments have become separate, independent profit centers
and can work for the agencies’ competition, and compete with agencies for the
planning function.
 Online Media Buying
 Goggle's Adwords and eBay’s Media Marketplace are selling Internet advertising
online.
 Zimmerman (advertising agency) sells advertising online for a number of media
including print, radio, direct mail, in-store ads, and the Internet.
 New Forms of Media Research
 Online media research (hits and clicks) don’t measure impact.
 Traditional media monitoring systems don’t address new ways media is used and
systems like TiVo and interactive TV.
 Most media research measures independent media, not the effectiveness of
combined media.
Developing a Media Strategy:
The Media Mix
 Sifat Medium & Pesan
 Seberapa baik media bekerja dalam menyampaikan pesan
 Pesan haruslah sederhana ("Just do it")
 Pesan juga harus memiliki daya tarik emosional atau sensual.
Media Tactics: Selecting & Scheduling
Media Vehicles
 Cost Efficiency
 The cost of reaching the target audience through a particular
medium as opposed to the cost of reaching the medium’s total
circulation.
• use target CPM (TCPM) instead of simple CPM
Cost Efficiency: CPMs and CPPs
 Used to measure a target Cost per thousand (CPM)
audience’s size against the
Cost of message unit
cost of reaching that Gross Impressions x 1,000
audience
 TCPM (Target CPM) and TCPP
(Target CPP) can be figured Cost per point (CPP)
using the percentage of
Cost of message unit
viewers or readers in the Program or issue rating
target audience
The Overall Media Plan
Media Strategies Media Choice
• Reach the target audience
• Media efficiency (CPM, CPRP)
• Geographic scope of placement
• Geo-targeting

More Media Strategies Target Audience


• Reach and frequency
• Message weight
• Gross impressions
• Audience duplication
• Continuity
Length/size of advertisement
• Media context
Media Tactics: Selecting & Scheduling Media
Vehicles
 Scheduling Methods
 Continuous: run steadily with little variation
 Flighting: alternate periods of advertising and no advertising good
for products with fluctuating demand
 Pulsing: mixing continuous and flighting
 Bursting: running an ad every half hour during prime time
 Blinking
Media Tactics: Selecting & Scheduling
Media Vehicles
STP Analysis

Segmenting
Targeting
Positioning
STP Analysis
 Organizations must determine the markets in which they
need to concentrate their commercial efforts.

 This process is referred to as market segmentation and is an


integral part of social media strategy.

 The method by which whole markets are subdivided into


different segments is referred to as the STP analysis process
Segmentation
 Analisis STP dimulai dengan proses segmentasi pasar.
 Segmentasi pasar dapat dicapai dengan menciptakan 'profil'
untuk masing-masing segmen pasar yang ditargetkan.
 Faktor dalam profil konsumen mencakup kriteria Demografi,
Psikografis, Perilaku konsumen, atau Geografis.
 Dalam media online faktor profil konsumen disebut
"Technographics"
Targeting
Target adalah proses menciptakan strategi yang paling sesuai
dengan segmen pasar yang dituju.
Tiga jenis Strategi Targeting:

Undifferentiated
Concentrated
Multi-Segmented
Targeting
Undifferentiated Targeting

This approach views the market as one group with no


individual segments, therefore using a single marketing
strategy.

This strategy may be useful for a business or product with


little competition where you may not need to tailor
strategies for different preferences.
Targeting

Concentrated Targeting

Your firm is focusing on a single segment so you can


concentrate on understanding the needs and wants of that
particular market intimately.

Small firms often benefit from this strategy as focusing on one


segment enables them to compete effectively against larger
firms.
Targeting

Multi-Segment Targeting

This approach is used if you need to focus on two or more well


defined market segments and want to develop different strategies for
them.

Multi segment targeting offers many benefits but can be costly as it


involves greater input from management, increased market research
and increased promotional strategies.
Positioning

o Positioning is developing a product and brand image in the minds of


consumers.

o Improves a customer's perception about the experience they will have if


they choose to purchase your product or service.

o Can influence the perceptions of your chosen customer base through


strategic promotional activities.
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