AGENDA • • • • • •

How Did Advertising Come About. A Little About Branding. The Definition Of Advertising. Getting The Message To The Consumer. The Advertising Process At Work. The Proof - Case Studies.

A Presentation on Advertising

Advertising is FUN!

APAF Awards

History of Advertising

Advertising has been with us since the beginning of time

History of Advertising From the latin

Advertere meaning

“to turn the mind towards”

Advertising is part of

trade.

Originally it helped to tell customers

what they are selling … where they are selling … When they were selling.

History of Advertising In traditional markets

Originally carried out by ‘criers’ Before writing was common

History of Advertising During the Roman era

The first billboard in Antioch (Palestine) – Signpost towards a brothel When people could read & write

You can find me here

History of Advertising The development of trade in Europe – XV century The development of the printing press

Poster, advertising religous books and print workshop (William Caxton).

Home industry

All kind of religious books available. Come and view at our workshop. Tower of London

History of Advertising Invention of the steam engine

European industrial revolution XVIII & XIX century Mass production.

History of Advertising

Producers begin to look for consumers

History of Advertising A new kind of advertising was born … not only did manufacturers have to tell customers the what, where and when, they needed to add the why! They had to learn to encourage customers.

History of Advertising

The birth of modern advertising

History of Advertising “Advertising created new markets and helped raise the standard of living “

History of Advertising in Indonesia The first form of advertising in Indonesia …

“Memorie des Nouvelles” – 17 Agustus 1744

A memorandum from Jan Peiterzoen Coen (Governor General of Batavia) to his counterpart in Ambon about the arrival of a trading ship.

History of Advertising in Indonesia • 1825 Tjahaja Siang Newspaper – tradional medicine advertising • 1836 Soerabaja Advertentie Blad – various products

Some samples of early Advertising in Indonesia

Some samples of early Advertising in Indonesia

Some samples of early Advertising in Indonesia

Some samples of early Advertising in Indonesia

Some samples of early Advertising in Idonesia

A Little on Branding

We want our brand to be The Leader “An orange ... is an orange … is an orange. Unless of course that orange happens to be a Sunkist, a name eighty percent of consumers know and trust.”

Russel L.Hamlin, Ceo Sunkist Growers

Why Brand Leader
Leaders
Leaders
Leaders
Leaders

inspire and are inspirational set the agenda can deliver premium prices Deliver long term value

Brand Leaders

Brand Leaders

Brand Leaders

Brand Leaders

Marketing Mix • Product - you must have a product that

is of good quality •Price – you must have the right price •Place – you must get it into the store – Then you must get people to buy – How?

Marketing Mix • Promote the brand – Sales Promotion – Publicity – Direct Selling – Advertising; the most important element of the promotion mix – WHY???

Creating a brand • Advertising is the easiest and most cost efficient way to communicate to the consumer • Because advertising is the first step to creating a brand

Creating a brand • First you must convince the consumer that the brand that you are offering is right for the person. – Position the brand • What the product does and what it is for (David Ogilvy); sometimes it’s image related.

– Give it a point of difference that is meaningful to the consumer

Then …

Tell the consumer over and over and over again, through ....

ADVERTISING

Definition of Advertising • “Any paid form of non personal presentation of ideas, for goods or services by an identified sponsor.” JR. McColl-Kennedy, GF Kiel, RF Lush - Marketing Concepts & Strategies

Definition of Advertising • Any form of communications about a product (or service) that is presented through a medium, paid for by a regonised sponsor and addressed to a part or the whole community. Tata Krama dan Tata Cara Periklanan Indonesia

Getting the Message to the Consumer • Advertising uses media as a medium – Media has a mass following – builds quick

awareness – Because it has mass following - it is cost efficient – Has an ability to pursuade – audio visual – Has the ability to convey detailed information - print – Advertising is entertaining

How does advertising do this

Advertising Process at Work Exposure

1

Procesing

2

Communications Effect

3

Target Audience Action

4

Advertising Process at Work • Hierarchy of Effects Knowledge (2) Konsumen mengenal merek

Conviction (3) Konsumen mulai yakin mengenai merek

Awareness (1) Konsumen diekspos kepada merek dan menyadari merek tersebut ada di pasar

Action (4) Konsumen memasukkan merek kedalam deretan merek yang akan dibeli

Advertising Process at Work • End objective – to get response from the potential buyer.

Convic Purchase tion

Preference Know ledge Aware ness

Attention

Interest

Desire

Marketing Concept & Strategy - Kennedy/Kiel/Lusch/Lusch

Action

What does advertising do?

It launches a product – creates trial

2

Helps maintain the reputation of a brand – imagery

3

Mama Lime

Shows New/Different Ways Of Using The Product

4

Reminds People Why They Chose The Product – Maintain Loyalty

5

Help consumers change their thinking about a brand – add attributes

6

“Dari P&G” “Satu Lagi Dari Mayora” “Oh Danone”

Helps build acceptance for the brand family.

7

Create an atmosphere – service establishments

The Advertising Process At Work

Brand Leaders