PROGRAM STUDI

ILMU KOMUNIKASI MATA KULIAH

KOMUNIKASI STRATEGIS

KOMUNIKASI
STRATEGIS
Devi Purnamasari, M.I.Kom

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 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIASI STRATEGIS

SOSTAC
System
 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS

Questions for Comm. Mix Development

Multiple Objectives: Which one?

Multiple Segments: Which one?

Multiple Mediums: Which one?

Limited Revenues: How much?

 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS

WHERE IS THE PLAN?

 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS

• Marketing Communications Plan

Starting point for developing a communication mix

Defines the goal that has to be achieved

Defines the resources available

Defines the key challenges

 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS

• SOSTAC Planning System

 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS

Just one of the many approaches

Helps recall all the essential elements

Can be used for any kind of a plan

Most commonly used planning system by over 3000

managers worldwide

Works for both consumer and B2B products

 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS

• Where are you now?

Situation
Analisys

Enough Objective
• What do you want?

selling… • How do we get then?

lets reveal Strategy

the plan Tactics

• Details of the Strategy
• Media Plan

• Implementation of plan
Action

• Measurement
• Review
Control • Modification
 PROGRAM STUDI MATA KULIAH
ILMU KOMUNIKASI KOMUNIKASI STRATEGIS