15-2
  What is Advertising?                                        15-2
   What is Advertising?
     • Any form of nonpersonal presentation and 
       promotion of ideas, goods, or services by an 
       identified sponsor.
     • U.S. advertisers spend in excess of $175 
       billion each year.
     • Advertising is used by:
        – Business firms,
        –Nonprofit organizations,
        –Professionals,
        –Social Agencies. 
                        Copyright 1999 Prentice Hall
                                                             15-3
  Major Decisions in Advertising                              15-3
  Major Decisions in Advertising
                      Objectives Setting
                      Objectives Setting
                      Budget Decisions
                       Budget Decisions
    Message Decisions                  Media Decisions
     Message Decisions                  Media Decisions
                    Campaign Evaluation
                    Campaign Evaluation
                        Copyright 1999 Prentice Hall
                                                                             15-4
   Setting Objectives                                                         15-4
   Setting Objectives
                          Advertising Objectives
                              •  Specific Communication Task 
            •
               Accomplished with a Specific Target Audience   
                     •
                        During a Specific Period of Time
           Informative Advertising          Persuasive Advertising
            Informative Advertising         Persuasive Advertising
              Build Primary Demand            Build Selective Demand
              Build Primary Demand            Build Selective Demand
          Comparison Advertising             Reminder Advertising
           Comparison Advertising            Reminder Advertising
             Compares One Brand to          Keeps Consumers Thinking
             Compares One Brand to          Keeps Consumers Thinking
                     Another                     About a Product.
                     Another                      About a Product.
     Tugas : Cari 4 iklan yang memiliki tujuan di atas. Analisislah….!
                              Copyright 1999 Prentice Hall
                                                                              15-5
  Setting the Advertising Budget                                               15-5
   Setting the Advertising Budget
                           Advertising Budget Methods
          Affordable, Percentage of Sales, Competitive-Parity and 
                                 Objective-and-Task
                 Product                            Stage in the Product 
                 Product                            Stage in the Product 
             Differentiation                             Life Cycle
              Differentiation                             Life Cycle
                                    Factors in 
        Advertising                 Setting the 
        Advertising                                               Market 
         Frequency                  Advertising                    Market 
         Frequency                                                 Share
                                      Budget                       Share
                                    Competition 
                                     Competition 
                                     and Clutter
                                     and Clutter
                               Copyright 1999 Prentice Hall
                                                                                 15-6
   Click to add title                                                            15-6
    Advertising Strategy
    Click to add title
    Advertising Strategy
    Creating Advertising Messages
    Creating Advertising Messages
                     Plan a Message Strategy
                      Plan a Message Strategy
      General Message to Be Communicated to Customers
      General Message to Be Communicated to Customers
   Develop a Message
    Develop a Message
           Focus on 
            Focus on 
      Customer Benefits
      Customer Benefits        Creative Concept
                               Creative Concept
                                   “Big Idea”
                                    “Big Idea”
                              Visualization or Phrase
                              Visualization or Phrase Advertising Appeals
                               Combination of Both      Advertising Appeals
                               Combination of Both             Meaningful
                                                               Meaningful
                                                               Believable
                                                                Believable
                                                               Distinctive
                                                                Distinctive
                                Copyright 1999 Prentice Hall