Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
INTERNATIONAL ADVERTISING AND
PROMOTIONS
Pertemuan 12
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
Bina Nusantara University
3
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
4
‘How Powerful Advertising Campaign’
7 Vectors of Communications:
Radio
Print
POP=(displays, posters)
Sampling
TV
Bina Nusantara University
CRM
PR
5
Essence of Powerful Ad
 Strategically appropriate Marketing objective
Linked to achieve Business objectives
Reflective of market dynamics, brand situation
& capabilities
 Legitimate Consumer Insight;
Bina Nusantara University
6
 A provocative and compelling Campaign idea
Big Idea concept
Memorable Key Copy Words
Big Picture that visually dramatizes the Idea vs
Benefit
 Execution that showcases the Campaign Idea
Cut through the clutter
Engages customers
Strong brand linkage
Bina Nusantara University
7
Advertising Central Theme (1)
Product Benefit
 Feature oriented Ad
 Maximize “Unique Selling Proposition”
 Pioneered by Rosser Reeves – Ted Bates Ad
agency on 1950
 Advantage for new product that has a new
and unique selling benefit
 Example : Close Up and Clear Ads (Indonesia
Ads)
Bina Nusantara University
8
Advertising Central Theme (2)
Brand Image Oriented Ad
Feature brand personality
Maximize long term brand efficacy
Pioneered by David Ogilvy – O&M on 1960
Advantage for high profile brand with parity
functional benefit
Example : Marlboro Ad, GG Ad (Indonesia
Ads)
Bina Nusantara University
9
Advertising Central Theme (3)
Problem/Opportunity Oriented Ad
 Focus on analyzing consumer problems and
providing solutions
 Pioneered by Batten, Barton, Durstine, and
Osborn (BBDO) on 1970
 Based on hypothesis that consumers would
not buy if sales resistance is exist
 Example : Sido Muncul (Indonesia Ads)
Bina Nusantara University
10
Criteria of Compelling Advertising
 Leading Global FMCG:
 S = Simple (single minded)
 M = Memorable (easy to remember)
 I = Idea (has a ‘big’ idea)
 L = Linkage (with the brand)
 E = Emotive (emotionally touch)
Bina Nusantara University
11